Possible applications of the Internet in the marketing mix are:
            
• Product - Product variety, product customization and product support
             are three components of the product marketing mix that have been
             affected by the Internet. Consumers desire expanded choices when e-
             shopping compared to a bricks-and-mortar experience for products such
             as books, music and even clothing. Customization is achieved through
             made-to-order technology, with Dell as an example in the computer
             business. Access to product support is facilitated by the Internet
             (24/7 access to FAQs, trouble-shooting and even e-support through
            
• Placement - The distribution channel can become direct manufacturer-to-
             consumer, thus eliminating distributors and retailers. For example,
             software, music and magazines can go straight to consumers
             electronically, bypassing all other steps in the traditional
             distribution channel. Tangible products such as clothes or books
             require an intermediary step (shipper), but the Internet streamlines
             the producer-to-consumer channel.
            
• Price - Price savings can arise by employing the Internet. In some
             cases, brick-and-mortar establishments can be eliminated or down-
             sized. Savings achieved through distribution channel efficiencies can
             be passed directly to the consumer. Technology can also support
             product customization at little or no cost to the manufacturer, thus
             adding a value-added benefit at no cost to either the supplier or
            
• Promotion - Direct marketing to target markets occurs by allowing
             consumers to opt-in (and opt-out) to bulletins and newsletters that
             are self-selected. E-marketing can be more cost efficient than other
             traditional media, although e-ad effectiveness is not f
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