UNIT 12: ASSIGNMENT 1
INTERNET MARKETING IN BUSINESS: INTERNET
MARKETING
DAYNA TYE
, Contents
Introduction...........................................................................................................................................2
Modern Marketing.................................................................................................................................2
THE MARKETING MIX.........................................................................................................................2
Product..........................................................................................................................................2
Price...............................................................................................................................................2
Place..............................................................................................................................................2
Promotion......................................................................................................................................2
THE EXTENDED MARKETING MIX.......................................................................................................3
People............................................................................................................................................3
Processes.......................................................................................................................................3
Physical evidence...........................................................................................................................3
RELATIONSHIP MARKETING...............................................................................................................3
IDENTIFYING NEW PRODUCT AND MARKET DEVELOPMENTS...........................................................3
USING THE INTERNET TO ACHIEVE OBJECTIVES.................................................................................3
SEGMENTATION AND TARGETING......................................................................................................3
INTERNET-ENABLED SEGMNETATION AND TARGETING.....................................................................4
DEMOGRAPHIC..................................................................................................................................4
PSYCHOGRAPHIC................................................................................................................................4
ECONOMIC.........................................................................................................................................4
USAGE-BASED....................................................................................................................................4
BUSINESS INTERACTIONS...................................................................................................................4
DISINTERMEDIATION.........................................................................................................................4
Internet marketing.................................................................................................................................4
ONLINE PROMOTION.........................................................................................................................4
INDIVIDUALISING MARKET ATTENTION.............................................................................................5
MASS CUSTOMISATION......................................................................................................................5
INCREASED INFORMATION AND PRODUCT IMPACT..........................................................................5
REACHING WIDER MARKETS..............................................................................................................5
MIX BETWEEN ONLINE AND OFFLINE ACTIVITIES..............................................................................5
OVERALL............................................................................................................................................5
Conclusion.............................................................................................................................................6
Bibliography/References........................................................................................................................7
pg. 1
, Introduction
The Economic Development Officer employs me as their assistant and I am going
to be putting together some information they will need in order to create the
presentation they are giving. I have two important tasks: describing the role of
Internet marketing in a modern marketing context, and to describe how selected
organisations use Internet marking.
Modern Marketing
The function of marketing in a private sector business, operating to generate
profit, is to attract and keep customers. Marketing is a function within business
that has become increasingly important over the years. The internet is a medium
that can help marketing. The marketing mix and the extended marketing mix will
help a business see what they are doing correctly and what they can improve on.
THE MARKETING MIX
The marketing mix contains four P’s: product, price, place and promotion. All of
these things will affect a business and how it runes. Marketers work with these
things in order to make a marketing mix that works for their business.
Product
The marketing function considers the features of a product offered to a market or
part of a market. What is it? Who is it aimed at? What does it do? What should it
do? Product development decisions are based on the answers to these questions.
Price
The marketing function also considers the price a product should be set at.
- What sort of customers will buy at a particular price?
- What will be the best price to attract a particular kind of customer?
- What price might get more people to buy?
- What price might create the best image?
- What might be the effect of a change in price?
Place
Marketing specialists have always considered
how a product will find its way to a place where
consumers can make a purchase.
Promotion
Marketing professionals have to consider ways of bringing products to the
attention of potential customers. This includes advertising in the various mass
media, as well as other ways of promoting products in the eyes of consumers,
such as special offers. These activities, in the physical world, are designed to
‘push’ products and services out towards the eyes and ears of potential
consumers.
pg. 2
INTERNET MARKETING IN BUSINESS: INTERNET
MARKETING
DAYNA TYE
, Contents
Introduction...........................................................................................................................................2
Modern Marketing.................................................................................................................................2
THE MARKETING MIX.........................................................................................................................2
Product..........................................................................................................................................2
Price...............................................................................................................................................2
Place..............................................................................................................................................2
Promotion......................................................................................................................................2
THE EXTENDED MARKETING MIX.......................................................................................................3
People............................................................................................................................................3
Processes.......................................................................................................................................3
Physical evidence...........................................................................................................................3
RELATIONSHIP MARKETING...............................................................................................................3
IDENTIFYING NEW PRODUCT AND MARKET DEVELOPMENTS...........................................................3
USING THE INTERNET TO ACHIEVE OBJECTIVES.................................................................................3
SEGMENTATION AND TARGETING......................................................................................................3
INTERNET-ENABLED SEGMNETATION AND TARGETING.....................................................................4
DEMOGRAPHIC..................................................................................................................................4
PSYCHOGRAPHIC................................................................................................................................4
ECONOMIC.........................................................................................................................................4
USAGE-BASED....................................................................................................................................4
BUSINESS INTERACTIONS...................................................................................................................4
DISINTERMEDIATION.........................................................................................................................4
Internet marketing.................................................................................................................................4
ONLINE PROMOTION.........................................................................................................................4
INDIVIDUALISING MARKET ATTENTION.............................................................................................5
MASS CUSTOMISATION......................................................................................................................5
INCREASED INFORMATION AND PRODUCT IMPACT..........................................................................5
REACHING WIDER MARKETS..............................................................................................................5
MIX BETWEEN ONLINE AND OFFLINE ACTIVITIES..............................................................................5
OVERALL............................................................................................................................................5
Conclusion.............................................................................................................................................6
Bibliography/References........................................................................................................................7
pg. 1
, Introduction
The Economic Development Officer employs me as their assistant and I am going
to be putting together some information they will need in order to create the
presentation they are giving. I have two important tasks: describing the role of
Internet marketing in a modern marketing context, and to describe how selected
organisations use Internet marking.
Modern Marketing
The function of marketing in a private sector business, operating to generate
profit, is to attract and keep customers. Marketing is a function within business
that has become increasingly important over the years. The internet is a medium
that can help marketing. The marketing mix and the extended marketing mix will
help a business see what they are doing correctly and what they can improve on.
THE MARKETING MIX
The marketing mix contains four P’s: product, price, place and promotion. All of
these things will affect a business and how it runes. Marketers work with these
things in order to make a marketing mix that works for their business.
Product
The marketing function considers the features of a product offered to a market or
part of a market. What is it? Who is it aimed at? What does it do? What should it
do? Product development decisions are based on the answers to these questions.
Price
The marketing function also considers the price a product should be set at.
- What sort of customers will buy at a particular price?
- What will be the best price to attract a particular kind of customer?
- What price might get more people to buy?
- What price might create the best image?
- What might be the effect of a change in price?
Place
Marketing specialists have always considered
how a product will find its way to a place where
consumers can make a purchase.
Promotion
Marketing professionals have to consider ways of bringing products to the
attention of potential customers. This includes advertising in the various mass
media, as well as other ways of promoting products in the eyes of consumers,
such as special offers. These activities, in the physical world, are designed to
‘push’ products and services out towards the eyes and ears of potential
consumers.
pg. 2
