Essay
Unit 12 - Internet Marketing in Business P4
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- PEARSON (PEARSON)
level 3 business extended diploma Unit 12 - Internet Marketing in Business P4
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Unit 12Task P4
Unit 12: internet marketnn
In this assignment I will be describing the benefts and opportunites to the business of using internet marketng within the marketng mii of a selected
business. The organisaton 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 efciency.
ACCESS Please provide an example and explain which aspect of your ornanisatonns marketnn mix have benefied from this provision.
More frequent EBay communicate with their customers via emails. At some rare occasion they also contact the buyer through their phone numbers.
individualised When a customer purchases a product from the seller the confrmaton order is sent to the customer mainly through email. This helps
communicatons to build a trustng relatonship between the buyer and seller as they do not need to fear that their money has been conned or stolen. As
build relatonships. a result the customer will come back to use eBay as they feel that the site is trustworthy. In the long term building relatonship with
customers is seen as a positve 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 proft. To make a proft from. The marketng mii used here would be ‘people’ are
eBay tries really hard to earn the trust of its customers and build relatonship with them.
Use of EBay sends emails to registered customers for updates or new products/ services or product launches. They also advertse their sales/
communicatons to promotons via TV as the target audience are hit directly and efectvely. Also by promotng through TV eBay is targetng a wider
promote e.n. special range of customers as more than half the populaton own a TV. By doing this eBay benefts the rewards of new customers that are
offers, product willing to buy their products. The marketng mii used here would be ‘product’, and ’price’ as it is the items that are being promoted
launches; new at a special price.
servicesetc.
Use of purchase When a customer purchases items from eBay it goes totheir purchase history. In this sense eBay can email customers of similar
history to tailor offers products that are either lower in price or beter than the one they bought. The marketng mii used here would be ‘promoton’ as
to individuals. eBay is emailing customers of a similar product but at a beter price. This is helping to gain the atenton of customers to the product
therefore promoton is being used here.
Easier and cheaper to The cheaper advertsement eBay uses are emails to their customers, advertsing on their own website. However the more eipensive
alter adverts optons they have used are TV or advertsing on other company’s site. The marketng mii used here would be promoton as the main
point of advertsing is to show the public what the company has to ofer.
Quicker response EBay has to be up to date with the changes going in the market as tme passes by. They must make sure that they are compatble with
tmes to channinn other compettors. If they do not have the advanced products to sells to their customers than the public will go elsewhere to look.
market needs. The marketng mii used here would be ‘product’ as eBay will need to sell new products to the customers.
Beier informaton to EBay has a visible stock check that customers can see when they are looking for a product. EBay can beneft from this because if a
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