1. Unit 5 Individual Project 1
Why Advertisers Turn To Google for Their Products and Services
Victoria Rock
American Intercontinental University
Unit 5 Individual Project
MKTG 205 – Principles of Marketing
March 11, 2012

2. Unit 5 Individual Project 2
Abstract
You turn on your computer to go on the internet and if you don’t have your home page already
set to your favorite site you will usually see Google Search as the home page, Why?, Because it
is the number one search engine on the internet today. For this and several other reasons we will
discuss in this paper, you will see why advertisers turn to Google for their products and services.

3. Unit 5 Individual Project 3
Google’s Marketing Mix
Introduction
Google is the leading company in search engines and advertising on the internet. They offer
software and telecommunication services and operates globally in many countries, catering to
each countries cultures and languages. They are always offering new and up-to-date services
and its international and adaptable 4P’s marketing mix shows us why this company is so
successful on a global scale.
Describe Main Line of Business of the Company
Google is in the software and services industry. It maintains a number of web sites as
well as other content like the Google Chrome web browser, and provides information freely to
anyone that has an internet connection. Their mission is to organize the world’s information and
make it available to everyone everywhere. (Google, Inc., 2012)
Name Four Countries in which the Company Operates
Although Google operates in many different countries their four main countries include;
The United States, The United Arab Emirates, Germany, and Japan with each country having its
own Google websites in their language. (About Google, 2012)
Implementation of Competition
Google’s main competitors include search engines like Apple Safari, Microsoft’s Bing,
Yahoo, and Ask Jeeves, with Safari, Bing, and Yahoo being their top competitors. Google still
maintains its number one position and to do so they must constantly be improving their services
and products. Google’s secret IT infrastructure is the main reason for its competitive advantage.
(Google, Inc., 2012)

4. Unit 5 Individual Project 4
Implementation of Target Market
Google’s target markets are the global users of the internet as well as individual and
organizational advertisers. Goggle Ad Words is used by many advertisers worldwide to promote
their services and products online. 99% of Google’s revenue comes from its advertising
programs. (Google, Inc., 2012)
Implementation of Product Strategy
Google’s product strategy allows advertisers global and targeted exposure of their
products and services at an affordable price. Their information on the web is received from
webmasters who provide the web pages and of which 450,000 is owned by Google. (Google,
Inc., 2012)
Implementation of Distribution Strategy
Google’s secret IT structure, which it uses to distribute its products and services, allows
for fast accessibility from just about any device, making it distribution the quickest, most
functional, and accessible to anyone with an internet connection. (About Google, 2012)
Implementation of Communication Strategy
Google’s communication strategy is through their website; www.google.com. As well as
advertising its products and services there. With there currently being no other substitute
products for search engines, anyone with internet access can be communicated to through
Google. (About Google, 2012)
Implementation of Pricing Strategy
Google aims to offer advertisers the most user friendly and affordable advertising
process. Although their advertising services vary according to need, their prices are always

5. Unit 5 Individual Project 5
affordable. Because of their ability to reach millions, it allows them to maintain cheaper prices,
giving them a competitive edge over their competitors. (Google, Inc., 2012)
Differences in Implementation: From One Country to Another
Pricing, communication, distribution, and products are all managed according to the
culture of the country that Google is in. For instance in the US, the 4P marketing mix is pretty
straight forward and as stated as above while in Germany Google products refers users directly
to shopping pages due to the many online stores in Germany. The UAE, certain filters are in
place with Google to prevent users from searching adult material or sites related to crime. And
in Japan Google websites use a different language and typesetting to accommodate the Japanese
language. (About Google, 2012)
Conclusion
With the search industries slowing down advertisers are turning to social networks like
Facebook to get their products and services out to the public. Google is now moving into this
field with Google+ and if they continue with their affordable prices they could possibly take the
social network market as well. (HELFT, 2011)

6. Unit 5 Individual Project 6
References
About Google. (2012, March). Retrieved from Google: http://www.google.com/about/
Google, Inc. (2012). Retrieved from Hoovers:
http://subscriber.hoovers.com.proxy.cecybrary.com/H/company360/overview.html?comp
anyId=59101000000000
Helft, M. &. Hempel, J. (2011). FACEBOOK VS. GOOGLE THE BATTLE FOR THE
FUTURE OF THE WEB. Fortune vol. 164, issue 8, 114-124.