The Impact of E-commerce on Marketing
Added on 2020-02-03
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INTERNET MARKETING
TABLE OF CONTENTSINTRODUCTION ..........................................................................................................................3P1 ....................................................................................................................................................3P2.....................................................................................................................................................4P3.....................................................................................................................................................4P4.....................................................................................................................................................5P5.....................................................................................................................................................5P6.....................................................................................................................................................6CONCLUSION ...............................................................................................................................6REFERENCES .............................................................................................................................112
INTRODUCTION I am going to prepare a report for the attention of the management team for twocontrasting organisations Tesco and Easyjet. In this report I will be introducing the unit ofinternet marketing, define what internet marketing is about and the role of internet marketing.Also I will provide a section on which ways internet marketing is used (Camusio, 2011). Thisreport will also include information on how customers can benefit from the online services andthe online business itself. Procedure: In order to produce the report successfully, I will userelevant websites such as: www.tesco.com and www.easyjet.com. These will help me to checkhow well both businesses are operating online and how they promote their online business. TheRole of Internet MarketingP1 The function of marketing is to operate en generate profit and also attract and keepcustomers. Marketing exist wherever goods and services are bought and sold. Nowadays, in themodern world, marketing is very important! Internet marketing is a continuation of the oldmarketing practices (Chaffey, 2009).ProductWith internet marketing you sell your product in a different way. Nowadays is Tescoable to create an attractive page for each product, add information and videos/photos.Tesco wants to sell their products without a sales man when they offer productsonline. So the information must be very clear and complete (Miletsky, 2009).-PriceWhen Tesco offers products on their website they can use the same pricing strategiesas if they offer their flights in the shop. I think that this part of the marketing mix willnot have much influence upon internet marketing (Eid, 2005). -PlaceThe place where the products are offered to the customer normally in shops, withInternet Marketing you only need a webpage, all potential customers can entry thissite. This means that people have the possibility to buy a flight at their own home;they do not need a shop or intermediate (Harden and Heyman, 2009). 3
-PromotionPromotion will differ a little bit through internet marketing. Because with a lot ofshops you will make promotion by means of nice flyers and offers. For people whobuy their flight online, they need to be attracted via other methods. For example,Tesco can put a banner on a website (Currie, 2004).P2It is very important for a company to have a group of loyal customers with whom thecompany has built a good relationship with, it is more profitable to keep customers then toacquire new ones. The leaders of the current market will look on the internet to keep themselvesup-to-date on the new product/market platform because the Internet is the fastest and biggest wayto that type of research (Bruce and Ho, 2009). Product development means that a business can gather new information about productsand post it online. Market development means that a business can faster reach global popularitybecause of the low advertisement costs compared to the pre-internet time. When a businessdecides to use the internet to achieve objectives, the objectives still have to be specific,measurable, realistic and time-related (SMART). Some examples are: increasing customerretention by 15% or achieving a top-ten ranking in market penetration in a specific country(Mathur and Evans, 2013).Customers can have advantages and disadvantages of dynamic pricing. When there aremany products in stock and the businesses doesn’t sell well, prices will be of influence of thatand will go down. When there is much demand to the product and there are not many products instock the price will go up. When you would like to buy tickets to go for Rome, it could be thetickets are quite cheap but if the Pope dies the next day. All the tickets for Rome will go upbecause many people than want to go to Rome to be at the funeral (Gay, Charlesworth and Esen,2007). P3There are many benefits to the different aspects of internet marketing with the mainpoints being that it should be easy for customers to use as well as not taking up much of the4
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