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Unit 12 Internet Marketing in Business - P6
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- PEARSON (PEARSON)
Unit 12 Internet Marketing in Business - P6
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Unit 12 - P6 Kojar AhmedIn this report i will be talking about the challenges faced by a business using internet marketing and
the challenges of globalisation. Firstly, I will talk about disintermediation and channel conflict,
disintermediation is when a retailer or manufacturer opts to use a direct supply channel for their
clients or customers in an attempt to cut out the middle man. This is done in an effort to minimise
costs and increase efficiency. A channel conflict can be caused when a store has more than one
method of distribution, such as home delivery and online shopping, as this can affect stock levels etc.
this is where the conflict occurs.
Whenever a retailer sets up an online shop on their website, they are relied on by their consumers to
ensure payment security is of the utmost priority. Every now and then stores may be attacked with
viruses or trojans which put the confidential information of the customers at risk, hence why it is
important to always update your internet security and check for any risks which may be present. If
any confidential information is accessed this can lead to identity theft or even a lawsuit that requires
a large payout for any damages caused.
The level of convenience provided by stores and online shopping has never been higher. Retailers
such as Amazon have made it easier than ever to buy products from the comfort of your own home.
Partly due to this, customers now expect retailers to be at the top of their game when it comes to
processing orders and delivering products online. This negatively affects the retailer because they
have to work harder in order to prove that they are still worth something and can compete in the
market. Businesses that fail to meet these expectations may fail entirely or could suffer from negative
brand recognition. As well as the delivery of goods, retailers are now also obliged to provide their
customers with next level customer service, failure to do this can also lead to negative brand
perception.
Despite popular belief, it is possible for a business to receive too much customer feedback, this
usually occurs when a business receives an unexpected amount of replies to a survey or
questionnaire which is presented to customers on their website or via email. Too much market
feedback can make it difficult to identify what facts or feedback are actually true and require
attention. Acting on false feedback and can detrimental effects on how a business performs and how
it is perceived by the public, false feedback can persuade retailers to discontinue a product or service
which may have been popular, therefore leading to lower sales. An overload of market feedback is
especially more possible nowadays as a larger percentage of the population has access to the
internet and is able to interact with retailers and brands.
An ISP or Internet Service Provider is a company that provides businesses and individuals with access
to the internet, this is done via a monthly plan based on the speed and performance of the internet
you are paying for. Most ISPs provide a business package that allow all the computers in a workplace
to access the internet, although the quality and speed of the internet will depend on the ISP itself. It
is important that a business owner or the employees of a business ensure that the internet is always
working at its max capacity. There are other ways a business can gain maximum exposure through
the internet, and this is via search engines. Search engines are what we all use on a daily base to
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