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Unit 12 - Internet Marketing in Business P2
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Unit 12 - Internet Marketing in Business P2 level 3 business extended diploma
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Unit 12 – P21B
Jumana
P2
Relationship markeeting
Relationship marketing is designed to develop strong connections with customers by providing them
with information directly suited to their needs and interests and by promoting open communication.
This approach ofen results in increased word-of-mouth activityy repeat business and a willingness
on the customer’s part to provide information to the organization. Relationship marketing contrasts
with transactional marketingy an approach that focuses on increasing the number of individual sales.
Most organizations combine elements of both relationship and transaction marketing strategies.
Target and segmentation
For Asos they use target segmentation in a way of providing products for both men and female.
They also have a range of sizes for both of them. They use diferent areas and countries to sell their
products. In addition to thisy they use a variety of selected clothing’s for either men or women. For
instancey they sell top designer brandsy such asy Ted Bakery Armani etc. this means if that the existing
customers are interested in buying designer clothes then they are able to as Asos has a variety of
them to sell so the customers are able to choose from a lot of makes.
Elaborate how the business uses internet markeeting
Asos uses internet marketing as they fnd it efective because they are able to save a huge amount of
money instead of building new branches in diferent locations which requires a lot to doy such asy
paying for the maintenance of the shop and paying rent. Buying from Asos’s website is very simple
and easy to order from. It is very easy to order from Asos as they are able to give you PayPal and
direct debit card to order their stock from. Their delivery is efective as they allow you to have a
choice in ordering many stocks so that the delivery would be free. In addition to thisy another way
that Asos uses internet marketing is customization. The internet ofers various opportunities for a
ecommerce businessy it allows customers to customize products to suit their needs. Finallyy Asos
uses personalization which allows customers to adjust the webpagey this is benefcial to customers
as they are able to change the website to suit their personal needsy doing soy would make the
customers come back to the website and order more stock which leads the business to increase
their proft income within the business.
Physical evidence
Customers who ofen shop on an online website tend to view the appearance of the website and
judge it is good enough. This is why customers shopping on Asos will look at the layout of the
website and they ofen come to decision if it's worth using the service for this particular website like
Asos. Asos’s website is not colourful since it uses only black and white as their main colours of the
website. The problem Asos faces at the moment in terms of physical evidence is that customers who
want a certain product that they think Asos provides don’t have in stock. This is a disadvantage
because customers assume that Asos provides most of things that they advertise on their website.
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