EBAY 4P’S and PROMOTION

eBay Inc.’s Marketing Mix or 4Ps

eBay Inc.’s marketing mix or 4P is an example of how this type of e-commerce business
can maximize its online service revenues. A firm’s marketing mix (or 4Ps) defines the strategies
and tactics used for executing a marketing plan, involving decisions regarding product, place,
promotion, and price (4P) variables. In eBay’s case, the focus of the marketing mix or 4Ps is on
services for buyers and sellers.
For example, the company’s products include its marketplace services for online
consumers and vendors. In managing the effects of customers’ expectations, the business aligns
its 4P to global market dynamics. The company’s pricing strategies are designed to ensure
competitiveness against Amazon, Walmart (Walmart Marketplace), and smaller competitors. As
one of the main players in the e-commerce industry, eBay Inc. has competitive advantages for
attracting and retaining online shoppers and merchants. However, the company’s marketing
mix must adjust according to trends in the industry environment.

In added an eBay office in Toronto. eBay Inc.’s marketing mix or 4P (product, place,
promotion, price) involves competitively priced online trading services accessible through
digital technologies and promoted to online sellers and shoppers.

eBay Inc.’s Products (Product Mix)

This aspect of the marketing mix identifies eBay’s products. Products are the
organizational outputs offered or sold to the target market. For example, in this case, the
products are online services, such as online retail/auction services. The corporation’s target
customers are buyers and sellers. This part of the 4P requires that the company accurately
determine market demand and opportunities.

Characteristics of the international business environment shape strategic management.

At present, the following are the components of the product mix in eBay Inc.’s marketing mix:
Marketplace services, Ticket exchange services and Classifieds services

Marketplace services are the core of the global business. These services are available at
the main website ebay.com, as well as localized websites for various markets. For example,
ebay.com.au offers marketplace services for the Australian market. Marketplace services allow
consumers and vendors to make and complete deals. This part of the 4Ps also includes ticket
exchange services through StubHub.com and corresponding localized websites. These online
services allow users to buy and sell tickets to various events. Moreover, the company has
classified listings websites, such as Kijiji. This product mix shows that eBay’s marketing mix is
composed of online trading platform services.
 Place/Distribution in eBay’s 4P
In this aspect of the marketing mix, the analysis focuses on the channels or places where
eBay Inc. distributes its products in the market and transacts with target customers. These
places or venues may include physical and virtual locations. For example, online platforms are
among the channels considered in this part of the 4Ps. The company manages distribution
through a multi-pronged strategy that includes various technologies that enable consumers and
merchants to easily access services from the multinational business. In this case, the places
relevant in this aspect of eBay’s marketing mix are as follows: Official websites, Mobile apps
and Application programming interface (API)

Official websites and mobile apps are the main places for customers to access eBay
Inc.’s e-commerce services. For example, merchants and shoppers can use the company’s
marketplace websites and apps for iOS and Android. In this part of the 4P, the company also
distributes its products through its application programming interface (API). The API allows
third parties, such as other websites and apps, to access the company’s services and its
database of items for sale. Thus, these places optimize efforts to reach target markets and
support eBay’s generic strategy for competitive advantage and intensive strategies for growth.
This marketing mix shows that the company’s strategic management aims to provide multiple
options for accessing the services of the business.

How it works?

The Global Shipping Program (GSP) takes the complexity out of shipping internationally,
bringing your business to markets around the world.

When you sign up for GSP and an eligible item sells abroad, simply ship it to eBay's Global
Shipping Center in Kentucky, and the Program takes care of every step until that item reaches
its buyer.
 SETTING UP YOUR SHIPPING OPTIONS
There are many ways to send items to your buyers. By offering more than one delivery
option, you'll be able to attract different types of buyers.

You can pick which shipping methods you want to offer your buyers when creating your
listing. Depending on whether you're using our quick listing tool, or our business tool, you'll do
this in slightly different ways:
 Setting your delivery options using the quick listing tool
 Setting your delivery options using the business tool
 Setting your delivery options using the new listing tool

You can choose to exclude specific shipping locations (regions, countries, PO

boxes) from all your listings by using our Exclude shipping locations page. To see other
options for managing which users can and can’t buy from you, go to our Buyer
Management page. See Setting buyer requirements for more information.

If business policy management is available to you, you can opt in to set up

business policies on payment, shipping, and returns to apply to all your listings.

Tip
We recommend you upload tracking to eBay within your stated handling time.
Buyers are more confident their orders will arrive when they receive regular shipping
status updates, and are less likely to file "Item not received" claims.

After you buy your item

Waiting for the item to arrive
Tracking the item
Inspecting the item
Leaving Feedback
Contacting the seller
Using buyer protection programs
Waiting for the item to arrive
The amount of time that it takes for an item to arrive often depends on the
shipping method that you selected when you bought the item. You can review the
estimated delivery time on the Order Details page.

It can take longer for your item to arrive if you paid with certain payment
methods. Sellers usually wait to receive your payment or for the payment to clear
before they ship your item.

Tracking the item

 You may have received tracking or Delivery Confirmation information in an
email. You can use this information to check the post rage status of your item on the
postage company's website.

You can also check the postage status of your item from My eBay
To check the postage status of your item from My eBay:
 Sign in to My eBay.
 Click the Won link on the left side of the page.
 Locate the item in the list. If the seller printed the postage label using eBay or
PayPal, or entered a tracking number for an item, you'll see the tracking number
under the item title. Click the tracking number to see the package's postage
status. Please note that postage labels are not available on all eBay sites.

Inspecting the item

When you receive your item, inspect it right away to make sure it matches the
description in the seller's listing.
If you’re not happy with the item, please contact the seller to discuss it. It’s often
a simple misunderstanding that the seller will be happy to correct. If you’re still not
happy, learn what to do when you don't receive your item or it's not as described.

Leaving Feedback
Leave the seller Feedback about your experience and your satisfaction with the
purchase. Remember that Feedback is permanent and public, so be accurate and factual
when commenting on the item or seller. Learn more about How Feedback works.

Contacting the seller

If your item is taking longer to reach you than you expected, you can contact
your seller and ask about the shipment.

To contact a seller after you've bought from them:

 Go to Purchase history and select the item.
 Select Contact seller.

Using buyer protection programs

If you don’t receive your item a significant amount of time after the seller said it
would arrive (at least 10 days) or if the item is different from what was described in the
listing, you may be eligible for buyer protection programs.

eBay Delivery Services

 eBay offer shipping solutions, exclusively to eBay Labels users, to make it easier and
more cost-effective for you to ship around the world, across all eBay selling categories. We’re
focused on continually improving both our domestic and international solutions to create
simple and competitive options for you.

Promotion in eBay Inc.’s Marketing Mix (Promotional Mix)

This aspect of the marketing mix focuses on how eBay Inc. promotes its products in
target markets. The company’s corresponding strategies and tactics define communications
between the business and the target consumers and vendors. For example, public relations
activities are promotional in satisfying the objectives in this part of the 4P. Effective promotion
is key to managing customers’ expectations and increasing the company’s market share in the
global e-commerce industry. The following components of the promotional mix are applied in
eBay’s marketing mix: Sales promotion, Advertising and Public relations

Sales promotions are among the most significant strategies in eBay Inc.’s promotional
mix. Designed to increase sales in the short term, these sales promotions include discount
coupons for shoppers and special offers for sellers. The 4Ps also include advertising, which is
infrequently used in attracting more users to the company’s online trading platforms.
Furthermore, public relations help promote the company’s business and brands. For example,
the eBay Foundation maintains corporate social responsibility programs that increase the
company’s visibility in various markets around the world. Overall, this aspect of the marketing
mix emphasizes managerial focus on short-term promotional activity.

Prices and Pricing Strategies in eBay’s 4Ps

In this aspect of the marketing mix, eBay Inc. determines the price ranges and price
points for its services. Among the 4Ps, this element is directly linked to the company’s profit
margins and international market share. For example, lower prices can attract more sellers and,
consequently, more shoppers to the company’s online trading websites. The suitability of
pricing strategies affects management goals and business performance. Managers implement
the following pricing strategies as part of the marketing mix of eBay Inc.: Market-oriented
pricing strategy and Dynamic pricing strategy

The market-oriented pricing strategy involves prices that are set based on current or
prevailing market prices. For example, eBay’s current seller fees are comparable to
competitors’ fees in offering e-commerce services. The company’s 4P also involves dynamic
pricing, which allows flexibility in setting prices. For instance, fees include fixed fees per item
sold, as well as fees as a percentage of the final sale amount. Vendors can choose among selling
formats and corresponding fees. Through the dynamic pricing strategy, the company manages
customers’ expectations on sales format flexibility. This aspect of eBay Inc.’s marketing mix
helps optimize profits as the global business grows its sales revenues.
Promotion
Promotion strategies - eBay

- Open an eBay Store. eBay Stores subscribers get a powerful suite of tools to help
build, manage, promote, and track their business on eBay. As an eBay Stores
subscriber, you'll be able to showcase your listings in a fully customizable eBay Store
and get up to 10,000 free fixed price listings each month. You'll also get special
access to advanced design, marketing, and reporting features.

- Get more eyes on your listings. Increase your visibility by optimize your listings for
search engines. Use promoted listings to create effective ad placements in
prominent locations across eBay, and pay nothing unless the ad leads to a sale.

- Use Promotions Manager. Create customized discounts and coupons to incentivize

buyers to spend more in your store. Use Promotions Manager to improve your
items' visibility, and move inventory faster.

- Take advantage of Social Media. Millions of people use social media every day. They
share their passions with the world, and they connect with what they love. Learn
how social media can grow your business.

- Go global. Reach buyers around the world risk free. The Global Shipping Program is
a great way to expand your market and your sales. Selling across the world is as easy
as selling across town.

References:
 http://panmore.com/ebay-inc-marketing-mix-4ps-analysis