Marketing Mix - McCarthy's four Ps: Professor Jerome McCarthy introduced in the early 1960s a marketing mix composed of the 4 Ps: product, price, position and promotion (Kotler, 1999, p. 94). Traditionally, efficient product, pricing, positioning and promotion strategies would lead to a successful business but in today's society, due to such technological advancements, the Internet is changing the way we sell our products and services, and therefore organizations now have need online strategies to attract and retain customers. The e-marketing mix considers how the 4 Ps can be presented online to give the company a competitive advantage through digital marketing (Learn Marketing, 2014). Product: Digital marketers must keep up to date with consumer preferences, trends and needs in order to satisfy those needs and remain competitive in the market. The connectivity created by digital media leads to greater benefits of products such as online games and applications (Pride & Ferell, 2014). However, using the Internet to sell products could be a disadvantage for the company since the goods sold are intangible, the consumer could search and find reviews describing a product as low quality, which could lead to sales losses (Brand Driven Digital, 2013 ). “The Ansoff matrix (Appendix C) shows four different growth strategies that result from combining existing or new products with existing or new markets: market penetration, market development, product development, and diversification” (Fadaei, 2014). Price: Digital marketing such as the Internet has allowed consumers to easily compare prices online via app store apps or price comparison websites such as pricerunner.co.uk. This can reduce search costs for t...... middle of paper ......ts/marketing/digital-marketing.html [Accessed: 12 February 2014].Schenker, M. (2013). How the 4 Ps of Brand Marketing apply to Digital Marketing. Retrieved from: http://www.branddrivendigital.com/4-ps-of-marketing/ [Accessed: March 9, 2014]Shin, N. (2001). Strategies for competitive advantage in e-commerce. Journal of Electronic Commerce Research, 2 (4), pp. 164-171.Williams, M. (2013). Google Play has half the revenue of the app store with the most downloads. [online] Retrieved from: http://www.gamesindustry.biz/articles/2013-11-03-google-play-has-half-the-revenue-of-app-store-with-more-downloads [Accessed: March 12, 2014].YouTube. (2014). Apple. [online] Retrieved from: http://www.youtube.com/user/Apple/about [Accessed: March 10, 2014].YouTube. (2014). Samsung mobile phone. [online] Retrieved from: http://www.youtube.com/user/SamsungMobile/about [Accessed: March 10 2014].