In this assignment I will be describing the benefits and opportunities to the business of using internet marketing within the
marketing mix of a selected business. The organisation I have chosen to use in this task is eBay. I will be taking a close look
at the company and then referring it under three main headings; access, availability and business efficiency.
ACCESS Please provide an example and explain which aspect of your organisation’s marketing mix have
benefitted from this provision.
More frequent EBay communicate with their customers via emails. At some rare occasion they also contact the buyer
individualised through their phone numbers. When a customer purchases a product from the seller the confirmation order
communications is sent to the customer mainly through email. This helps build a trusting relationship between the buyer
to build
and seller as they do not need to fear that their money has been conned or stolen. As a result the customer
relationships.
will come back to use eBay as they feel that the site is trustworthy. In the long term building relationship
with customers is seen as a positive outcome as customers will come back to use the site again or
recommend it to other people. This enables eBay that they will not be losing out on profit. To make a profit
from. The marketing mix used here would be ‘people’ are eBay tries really hard to earn the trust of its
customers and build relationship with them.
Use of EBay sends emails to registered customers for updates or new products/ services or product launches. They
communications also advertise their sales/ promotions via TV as the target audience are hit directly and effectively. Also by
to promote e.g. promoting through TV eBay is targeting a wider range of customers as more than half the population own a
special offers, TV. By doing this eBay benefits the rewards of new customers that are willing to buy their products. The
product marketing mix used here would be ‘product’, and ’price’ as it is the items that are being promoted at a
launches; new special price.
servicesetc.
Use of purchase When a customer purchases items from eBay it goes totheir purchase history. In this sense eBay can email
history to tailor customers of similar products that are either lower in price or better than the one they bought. The
offers to marketing mix used here would be ‘promotion’ as eBay is emailing customers of a similar product but at a
individuals. better price. This is helping to gain the attention of customers to the product therefore promotion is being
used here.
Easier and The cheaper advertisement eBay uses are emails to their customers, advertising on their own website.
cheaper to alter However the more expensive options they have used are TV or advertising on other company’s site. The
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