Unit 12 - Internet Marketing in Business P2 describe how selected organisations use internet marketing
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Unit 12 - Internet Marketing in Business
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PEARSON (PEARSON)
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BTEC Level 3 National Business Student Book 2
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Unit 12 - Internet Marketing in Business
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Sadia Hussain Unit 12
Internet Marketing
Mass customisation
“Mass customization is the process of delivering wide-market goods and services which are
modified to satisfy a specific customer's need.” Mass customisation is about offering
customers to be able to modify the product or a service to satisfy their wants and needs. It
is about allowing customers to choose their own features of a product, such as the colour
and the size, while keeping the costs the same as it would be for a mass produced product.
Mass customisation allows customers to mix and match and create a final product, this way
customers are more likely to be satisfied with their purchase as they have chosen their own
features. With internet, companies get the opportunity to let their customers
tailor/customise their products or services in order to suit their preferences. Many
businesses such as Nike and Dell offer customisation on their online websites. Dell lets
customers tailor their computers to suit their needs, and Nike lets customers tailor the
shoes.
Amazon also allows customisation on their website. There are many products on
Amazon.com that can be modified. For example, the customers can choose what colour
they want the product to be in, what size, how much GB in electronic products, how much
quantity of items in each pack etc. Amazon provides variety of choices for almost all of the
products on their site. ASOS allows customers to choose the size of the product and the
colour. For example, on the ASOS website, when a customer views a clothing item, they can
select the size that they want the product to be in, and for some of the items, they can also
choose colours. For most clothing items, ASOS offers around 2 to 3 different colours; they
usually offer more colours on their own branded products.
There are many benefits of mass customisation, one is that companies can offer customers
unique products but with the same cost. Companies can just offer a set of options that
customers can choose, such as the colour of product, which will cost the exact same to
produce for any colour the customer chooses to purchase. Another benefit is that
customers are more likely to be satisfied with their purchase, because they have chosen the
features themselves, satisfied customers leads to more sales and profit for the company.
Customers are also more likely to buy from a business that offers several options rather
than just one main basic option. It also makes the customers feel unique and special,
because they are receiving a product that they have specifically designed, which encourages
them to return to the business.
Increased information
With the use of the internet, businesses are able to provide more information on the
products and the services. Customers are not able to physically touch the product when
purchasing from online; this causes a lot of limitations, so because of this, companies tend
to add extra information on their website so the customers are able to find out everything
that they need to know before making the purchase. Amazon adds quite a lot of detailed
information on their products that the customers can view, including the price of the items,
the list of the features included, the dimensions, the colours, benefits of owning the
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