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The Four P's of Google
Marketing Mix Place


An important decision when trying to determine the overall competitive marketing strategy is place. Place includes company activities that make the product available to target consumers. Google’s place is the internet. When it comes to Google and trying to target their consumers, the people on the Internet, no one does it better.

In the past three years, Google has gone from processing 100 million searches per day to over 200 million searches per day and only one-third comes from inside the U.S., the rest are in 88 other languages. "The rate of the adoption of the Internet in all its forms is increasing, not decreasing," says Eric Schmidt, Google's C.E.O. "The fact that many [Internet companies] are in a terrible state does not correlate with users not using their products."

VeriSign, which operates much of the Internet's infrastructure, was processing 600 million domain requests per day in early 2000. It's now processing nine billion per day. A domain request is anytime anyone types in .com or .net. Within the next few years users will be able to be both mobile and totally connected, thanks to the pending explosion of Wi-Fi, or wireless fidelity. Using radio technology, Wi-Fi will provide high-speed connection from your laptop computer or P.D.A. to the Internet from anywhere; McDonald's, the beach or your library.

Google introduced the language limit in April 2000 with eleven languages, which was expanded as of Aug. 2000 to 24. As of July 2001, Russian was added. In Nov. 2001, Arabic and Turkish and then in early 2002 Catalan, Croatian, Indonesian, Serbian, Slovak, and Slovenian joined the group for the following 34 language limit options. These are available on the Advanced Search page and their Language Tools page.

Google is one of about four search engines that have significant results. There are many more than four engines, but only about four have the technology to crawl much of the web on a regular basis. Google and Alltheweb do the best crawling. As of July 2003, Yahoo owned Overture, Alltheweb, AltaVista, and Inktomi, and finally dumped Google in February 2004. Everything needed to turn Yahoo into a major search engine and pay-for-inclusion ad agency, at a level that can compete with Google, is under Yahoo's roof. Early evidence suggests that Yahoo will shoot themselves in the foot with all of this firepower; their desire to monetize everything appears to be high on the agenda. Google, on the other hand, has been selling out only recently, and still shows some "pure search" residue from its early roots.

Even Microsoft, which is busy developing its own engine, is currently squeezed between the advertising engine of Overture and the search engine Inktomi; both of which are Yahoo property. Microsoft might like to buy Google as a way out but Google is not for sale. Even if it were, there might be antitrust problems that prevent such an acquisition.

Just as Microsoft was late to recognize the importance of the Internet, they are once again unprepared to take on Yahoo and Google. In 2003 Microsoft began experimenting with their own crawler at a very low level. Good search engines need many months of practice before they can crawl the web effectively, and order the results so that searchers perceive them to be relevant. Some observers doubt that Microsoft has the coordination to achieve through in-house technical development, what they cannot achieve through acquisition and market manipulation. Even though they have announced that they are pouring resources into search engine development, this time it will take more than talk.

The last search engine worth watching is Teoma/AskJeeves. Their search technology is good, and they seem serious about expanding their crawl. It remains to be seen how deeply and consistently they will be able to crawl websites with thousands of pages.

Google is easily top dog. They provide about 75 percent of the external referrals for most websites and if you count Google's partners as part of the mix (particularly Yahoo and AOL), this figure is closer to 85 percent. There is no point in putting up a website apart from Google. It's do or die with Google.

1 > Google 4 Ps Introduction
2 > Google 4 Ps Product
3 > Google 4 Ps Price
4 > Google 4 Ps Promotion
5 > Google 4 Ps Place
6 > Google 4 Ps Recommendations
7 > Google 4 Ps Conclusion



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