Internet Marketing for Sustainable Development

This assignment provides a comprehensive overview of internet marketing, including its benefits, applications in sustainable development, and key research studies. It covers various aspects of internet marketing, such as personal privacy, electronic commerce, and online marketing strategies. The assignment also reviews journal articles on internet marketing in hospitality and tourism, highlighting the importance of integrating online and offline strategies. With a focus on emerging markets and customer satisfaction, this assignment offers valuable insights into internet marketing research and its applications.

Internet Marketing in Business

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The role internet marketing within a modern marketing context..........................................1
P2 How Tesco use internet marketing.......................................................................................2
TASK 2............................................................................................................................................3
P3 Benefits to customers of a business using internet marketing...............................................3
TASK 3............................................................................................................................................4
P4 Benefits and opportunities by using internet marketing within the marketing mix..............4
P5 Internet marketing has made Tesco more efficient, effective and successful........................5
TASK 4............................................................................................................................................6
P6 Challenges of globalisation facing a Tesco when using the internet as a marketing tool......6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
.........................................................................................................................................................9

INTRODUCTION
In this present era, internet marketing is every useful and with the help of this people do
their work in an easy way. Internet marketing, or online marketing, refers to advertising and
marketing efforts that use the Web and email to drive direct sales via electronic commerce, in
addition to sales leads from Web sites or emails. Tesco PLC is a British multinational grocery
and general merchandise retailer (Andreopoulou, et.al., 2014). This company deals in retailing of
books, clothing, electronics, furniture, toys, petrol and software, financial services, telecoms and
internet services. In this report mentioned about the role of internet marketing and use this type
of marketing in Amazon. There are many advantages of customers with help of internet
marketing. There are challenges of globalisation facing Amazon company when using the
internet as a marketing tool.
TASK 1
P1 The role internet marketing within a modern marketing context
The internet marketing plays important role in this modern life. The Tesco is a big
organisation and it provides its products with the help of Internet (Bailey, 2011). There are some
roles of this internet marketing in context to different modern markets:
Internet marketing- Online advertising, also called Internet advertising, uses the Internet
to deliver promotional marketing messages to consumers. It includes email marketing, search
engine marketing, social media marketing, and many types of display advertising. You can also
stream it on your mobile.
B2C marketing- It simply stands for business-to-consumer. B2C is an e-commerce
business in which the exchange of goods and services is conducted between businesses and
consumers through the Internet.
B2B marketing- This marketing is a short form of business to business marketing. It can
be defined as a marketing technique where a business outsources another business to do its
marketing for them. The marketers must consider factors such as the target group, the
product/service and pricing among other considerations.
C2C marketing- It stands for customer to customer. In this transactions generally involve
products sold through a classified or auction system. Products sold are often used or second
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hand. For example, Gumtree often sell second hand products and are able to sell them through
other customers which links to the term ‘customer to customer’.
However, companies like Tesco are a b2c marketing modem, this means they have
products and are able to sell them to the customers (Chen, 2011). They collect their products
from other companies whom are called b2b marketing as they are able.
P2 How Tesco use internet marketing
Supermarket giant Tesco is the public retailer of the groceries, consumer goods, financial
services and telecoms. It sells food and drinks in its store and provides the services like clothing,
consumer electronics, telecoms, home, health, car insurance, dental plans, retailing and renting
DVDs, CDs, music downloads, internet services and software. It is also known as the world's
largest online grocer having an annual turnover of one billion pound online in the United
Kingdom.esco started providing online services to its customers from local stores using internet
service in 1995. It also started its own Internet Service Provider (ISP), tesco.net, as a source of
connecting the online delivery service with internet access facilities. In United Kingdom this
company has more online customers then other supermarket chain. Online system of this
organisation is very simple and more convenient for the customers who are interested to shop
online and get delivery to their own door. It provides approximate time of delivery to its
customers which ensure that someone is home to collect their items within the given time frame.
Customers can pay the purchased amount through online (Christiansen, 2011). Most of the
customers are kin to buy online grocery products daily. It has also made more complicated
software to manage the collection point and provide delivery of the items to its customers.
Information which is recorded in the computer database can also provides feedback to the Tesco
on rate of satisfaction and different response of the different customers. The aim of this
organisation is to increase its retailing services range as well as tesco.com including telecom to
one billion pound in profit. To achieve this strategy, it is planning to make mortgage products or
even current accounts, looking the present economic crisis, it will be the opportunity to break in
to the great and global market.
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TASK 2
P3 Benefits to customers of a business using internet marketing
Good customer service is a benefit from a customer shopping with a business who uses
internet marketing. This is because the online services will be quick and easy and therefore
satisfactory towards customers. Tesco provides its products or services online and it is very
beneficial for customers because it is time and cost saving. There are some benefits of internet
marketing to customers:
Cheaper- People can buy their products online which costs less than shopping in store
also online stores of Tesco and it offers variety of products with thousands of different brands.
24/7 Presence- The best thing about Internet marketing is that customers can shop any
time of the day unlike physical stores Internet business are open all the time which benefits the
customers because they can shop when ever they have time.
Offer Convenience-The benefits of internet marketing to customers is that customer do
not physically have to visit a store to see which product is cheaper to purchase with internet
marketing customers can easily compare prices and quality of a product with a click of a button.
The advantage of internet marketing is that consumers can easily sit back at home and visit the
website (Fritz, 2013). They can decide which product is best to purchase according to their wants
and needs, it is easier to search for a certain product, and the prices can be compared fast.
Internet marketing allows customers to do everything online so they do not have to visit the store
and frequently ask questions to a member of staff about which product is cheaper and where a
certain product is.
More benefits- Customers can use the Internet at a time to suit them, but they are also
able to compare brands, prices and buy goods and services without having to face a single sales
person!
Availability- On Tesco website all the products are listed in order which helps customers
choose the products faster where as in shops they would have to go around to look for products
(Gautam, 2011). also on the websites like Tesco customers have more choices and variety of
products which is less likely to be found in general stores.
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TASK 3
P4 Benefits and opportunities by using internet marketing within the marketing mix
There are some benefits and opportunities of how Tesco use their internet marketing
within the marketing mix. The internet is a place which offers many opportunities for businesses,
however it also offers challenges due to it being an increasingly global marketplace. Benefits and
opportunities of Tesco's internet marketing within the marketing mix are as follows:
Product
Benefits
Using internet marketing allows extra and additional product information online so that
customers can make an easier decision (Leung, Xue and Bai, 2015). If all the products are
available online, then this will improve the number of products sold because e.g. when someone
runs out of something they can just order it online which is easier and takes no time to go out and
get it physically.
Opportunities
Being online allow Tesco to display their products easier and appealing, because in store
there is always a risk of not having enough space, being too cluttered, not having enough stock to
to fill the store etc. Tesco could use a stock checking device in order to check for different sizes
of an item if people needed.
Price
Benefits
Tesco have complete control over how they price their products, this illustrates Tesco's
value as they depend on the products they choose. Tesco could decide to reduce their prices for
fruit, making them better value for money compared to their competitors.
Opportunities
Tesco offer the availability of food to buy immediately which is to maximise their shelf
life. The longer the shelf life, the better quality the product is however, this depends on the type
of products as some products run out quicker than others such as; fruit, meat.
If Tesco didn't use internet marketing strategies like updating their website frequently to keep it
modern, then Tesco's competitors will be less interested in buying from Tesco because they will
go to the supermarket which has the most up to date website because they feel they are more
appealing.
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Place
Benefits
Having internet marketing is essential now a days for businesses if they want to be
successful because mostly everyone is using the internet now which is how things get spread
almost instantly. Social media sites e.g. Twitter, Facebook, Instagram are commonly used by
businesses to get people to be aware of their business.
Opportunities
The opportunities arise for Tesco's fan base to get wider and reach a greater field of more people.
This will mean Tesco will gain more customers and a wider target audience (Omar, Bathgate and
Nwankwo, 2013). They will do this is by using social media to target different target audiences
from different types of people who use different social media for various purposes.
Promotion
Benefits
Operating Tesco's website is much cheaper than maintaining the physical store because
you have to pay for the up keeping of the physical store as well as various things such as
electricity, rent etc. Also, with a store you would have to pay for individual advertising although,
Tesco's advertise within their website which saves them a lot of money.
Opportunities
To get more promotion and advertising across their website, they could use banners
across the website to catch peoples attention (Roberts and Zahay, 2012). Seeing as the
supermarket industry is extremely competitive, keeping up with trends and the current market is
important which is why Tesco could introduce an app which is available on IPhones, IPads,
Samsung etc.
P5 Internet marketing has made Tesco more efficient, effective and successful.
Internet marketing has offered business more effectiveness, efficiency and successfulness
as with internet marketing supply chain efficiencies have been offered as buying and selling their
products and services.
Efficient: Efficiency is the way of performing or functioning in the best possible manner
with the least waste of time and effort. The Internet marketing has made Tesco become more
efficient because internet marketing is a very catchy way to catch its potential customers through
the internet. To Tesco, theirs customers are loyal and potential customers, so therefore when an
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item is coming out they send an email to the existing customers showing what the product looks
like and how it would be.
Effectiveness: Effective is the ability to be successful in producing a desired or intended
result. Internet marketing has been effective for both Tesco and its customers (Salehi, et.al.,
2012). For the customers, the search engines are very effective because it helps them find the
exacted product they are looking to buy in less than 30 seconds. When the customer has found
the product they were looking for but they are not sure how or what the product require.
Successful: These efficiencies have made this company effective as they know produce
goods quicker and effectively sell them online for private customers to buy. Also with internet
marketing it is more successful as they gain immediate cash sales before delivering the product.
TASK 4
P6 Challenges of globalisation facing a Tesco when using the internet as a marketing tool
When focussing on competition through global website visibility, many challenges are
faced by businesses using internet marketing. The challenges that business may have to deal with
can include situations such as:
Security of site information and payment systems:
This issue is a big one, as security online is important (Shaw, et.al., 2012). There are many
unreliable sites that contain many viruses, hacker access etc. Online businesses are faced with
this concern all the time as it involves customer’s personal details and also the businesses itself.
Problems of channel conflict and ‘disintermediation:
This is another issue raised for businesses to be considered mostly for online businesses as
problems can occur for suppliers to understand businesses wants in stock when using internet
marketing.
Keeping pace with market and technological change:
Technology is always changing or updating to work better or maybe to look better, to attract
more people etc (Shih, Chen and Chen, 2013). Nowadays technology is used nearly everywhere
and has become very popular. Computers are one technology that is used for many, many
reasons by millions of people throughout the world.
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CONCLUSION
It is concluded from the above report that internet marketing is very helpful in buying and
selling of products or services without go anywhere. In this report concluded that Tesco business
organisation uses Online marketing to provide the better customer services to its clients. Through
internet banking, this company provide large product at the reasonable price. And it is beneficial
for company.
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REFERENCES
Books & Journals
Andreopoulou, Z., et.al., 2014. Internet marketing for sustainable development and rural
tourism.International Journal of Business Information Systems.16(4). pp.446-461.
Bailey, M., 2011.Internet marketing: an hour a day. John Wiley & Sons.
Chen, K.C., 2011. Text mining e-complaints data from e-auction store with implications for
internet marketing research.Journal of Business & Economics Research (JBER).7(5).
Christiansen, L., 2011. Personal privacy and Internet marketing: An impossible conflict or a
marriage made in heaven?.Business horizons.54(6). pp.509-514.
Fritz, W., 2013.Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Gautam, R.K., 2012. Internet marketing usage by small Indian entrepreneurs: an exploratory
study of Punjab.International Review of Management and Marketing.2(1). p.43.
Leung, X.Y., Xue, L. and Bai, B., 2015. Internet marketing research in hospitality and tourism: a
review and journal preferences.International Journal of Contemporary Hospitality
Management.27(7). pp.1556-1572.
Omar, M., Bathgate, I. and Nwankwo, S., 2011. Internet marketing and customer satisfaction in
emerging markets: the case of Chinese online shoppers.Competitiveness Review: An
International Business Journal.21(2). pp.224-237.
Roberts, M.L. and Zahay, D., 2012.Internet marketing: Integrating online and offline strategies.
Cengage Learning.
Salehi, M., et.al., 2012. Dissimilarity of E-marketing VS traditional marketing.International
journal of academic research in business and social sciences.2(1). p.510.
Shaw, M., et.al., 2012.Handbook on electronic commerce. Springer Science & Business Media.
Shih, B.Y., Chen, C.Y. and Chen, Z.S., 2013. An empirical study of an internet marketing
strategy for search engine optimization.Human Factors and Ergonomics in
Manufacturing & Service Industries.23(6). pp.528-540.
Sweeney, S., Dorey, E. and MacLellan, A., 2015.3G Marketing on the Internet: Third-
Generation Internet Marketing Strategies for Online Success(Vol. 1). Marketing
Publications.
Tsai, Y.C. and Cheng, Y.T., 2012. Analyzing key performance indicators (KPIs) for E-commerce
and Internet marketing of elderly products: A review.Archives of gerontology and
geriatrics.55(1). pp.126-132.
Tse, T.S., 2013. The marketing role of the internet in launching a hotel: the case of hotel
ICON.Journal of Hospitality Marketing & Management.22(8). pp.895-908.
ONLINE
6 Benefits of Internet Marketing,2017. [Online]. Available through: <https://clicktecs.com/6-
benefits-of-internet-marketing/>. [Accessed on 7th June,2017].
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