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Unit 12 Internet Marketing in Business - D1
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- PEARSON (PEARSON)
Unit 12 Internet Marketing in Business - D1
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Unit 12 – D1 Kojar AhmedIn this report, I will evaluate the effectiveness of internet marketing in meeting customer needs for a
selected business. The business I have chosen for this report is Tesco. I have chosen Tesco because
they have been relatively successful in meeting the needs of their customers throughout the years
and are therefore a good example of a business which has met the needs of their customers.
Marketing is one of the most valuable tools available to a business that wants to attract consumers
and become successful. A market exists wherever there are goods to be sold, this can be anything
from cars to toys and clothes. A way to inform consumers about these markets is through marketing.
Marketing is defined as “the action or business of promoting and selling products or services,
including market research and advertising” This definition covers most marketing methods including
modern marketing. Modern marketing is the use of new technological and practical methods to
market goods and products. This is done by using new resources such as the internet and TV
advertising. Tesco has implemented many methods of modern marketing, such as TV
advertisements, online advertisements and social media. These methods have proven effective for
Tesco because their customers remain informed about the products and services available from
Tesco. Arguably the most effective method of modern marketing is the use of social media or the
internet. This is because nearly everyone is online in some way or another, and are therefore
exposed to advertisements more often than on TV.
Another way in which Tesco has been effective in meeting the needs of their consumers is their
presence on social media, which has been done in an effort to implement online marketing. A social
media presence on platforms such as Twitter and Facebook allows customers to feel connected to a
brand if it regularly communicates with its user base. As well as this, social media allows consumers
to easily bring up issues with a service or make a complaint whereas it may be more difficult if done
directly through the businesses website or customer service hotline. Customer service is an
important aspect in creating a successful business, this is because it is important that a business,
such as Tesco, builds a relationship with their customers, this will make the customers feel more
valued and will make them more likely to make repeat purchases in the future. This is especially
important in outdoing your competition.
One of the great benefits of a business such as Tesco going online is it drastically improves their
availability. For example, when the store itself is closed, customers can buy products online, virtually
making it open 24/7. As well as this, not all customers may be able to make the trip to the store,
making it extremely convenient for them to order goods online. Although homedelivery is almost
always a good investment into the success of a business, it also costs a lot of time and money to get
going, meaning the business may make a loss initially. Despite this, the long-term benefits of home
delivery far outweigh the costs.
Online marketing allows a large amount of opportunity for product development. Product
development helps a retailer or service provider identify goods which need development or goods
that do not satisfy the needs of the consumer. Tesco, in particular, can look at the product reviews
left on their website and decide on which products they should continue to stock. As well as
improving the selection of products available in store and online, product development also
encourages the idea that the retailer is listening to the consumer, which is almost always a good
thing in terms of brand reception.
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