Marketing as an Impact of the Internet

2750 Words11 Pages
Marketing as an Impact of the Internet The Internet is an open interconnection of computer networks that enables the computers and the programs they run to communicate directly. There are many small-scale, controlled-access "enterprise internets", but the term is usually applied to the global, publicly accessible network, called simply the Internet or Net. By early 2000, more than 100,000 networks and around 100 million users were connected via the Internet. I am a member of a small group, employed by a marketing consultancy, which has been assigned to research how marketing has to respond to the challenges of the new millennium. My tasks focus on where and how marketing will need to apply its attention during the 21st century. Task 1 In this section I will describe how the increased use of the internet has impacted on marketing activities. Marketing concentrates on the buyers, or consumers, determining their needs and wants, educating them with regard to the availability of products and to important product features, developing strategies to persuade them to buy, and, finally, enhancing their satisfaction with a purchase. In order to develop a line effectively, market research is conducted to study consumer behaviour. Changing attitudes and modes of living directly affect the demand for products. For example, the trend towards informal dress has changed clothing styles dramatically. Market research involves the use of surveys, tests, and statistical studies to analyse consumer trends and to forecast the size and location of markets for specific products or services. The internet can have a huge affect on... ... middle of paper ... ... delivering the highest levels of innovative customer service. In January 2000, it unveiled £600 million worth of new customer services and products, to be introduced during the subsequent two years. This is the biggest investment of its kind in airline history. I don't think that competition is a major problem for BA as it is the pioneer of Aviation services. Conclusion Marketing is an essential key element to any successful business and therefore research and development are also key factors behind this. Once the company has established itself within the industry it then goes on to try and keep up and become original and innovative in order to keep up with competition. It must also project a very positive image in order to obtain good PR, ultimately leading to extensive profit margins if this is achieved.
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