5. Conclusion As stated above in this article, internet marketing as a new marketing concept and strategy is actually a global tendency, since it has the internet as its basis and is still generating significant impact on the traditional marketing.
As a new media, the Internet can conduct a global market research. A firm can quickly obtain information about product concepts and advertising effectiveness testing feedback through Internet. Besides, it can be used in testing customers¿½¿½ different levels of identity so as to tracking on the consumer behavior and preference more easily. Therefore, in the case of heavy use of the Internet, provide different goods for different consumers will no longer be a fantasy. The well-known Dell Company does direct sales of computer equipment on internet. The company does not require unite internal configuration, while customers can have their particular requirements to a device’s configuration. The firm conducts productivity in accordance with customer demand. Of this customer-centered means the driving force is the ultimate consumer, rather than the usual of the foreign distributors¿½¿½ interest. Meanwhile, a new type of internet communication has accelerated this trend. Therefore, how to meet the needs of a variety of individual more effectively is a major challenge to every Internet company.
? Impact on brand globalization management as the same as deciding in a single brand or a multi-brand, a company which conduct internet marketing confronts a major challenge is the identification of global brand and the identification of the common name or logo. In practice, adopting a different approach in company’s brand management has different situations. For example, a company only has one brand may allows its local agencies, according to the need, to develop their particular regional brands with local features. Each of these brands will be significantly differ in market and image. When more than one brand with local characteristics showed up and communicated with different formats, image, information and content, may lead confusions, although brought to a certain degree of consumer convenience. On the other hand, in case a multi-brand firm, who sets a unified brand image for all the brand, although can use credit of well-known brands to drive sales of related products, but can be contribute to damage to the overall company due to the loss of a regional brand. Such cases are many. Therefore, whether a company is to implement a single brand strategy with a unified image or a regional multi-brand strategy with variety of local features, and how to strengthen the regional brand management is the real problem the company face.
? Impact on pricing strategies. If the price standards of a company¿½¿½s product are not uniform or constantly changing, customers will aware of this difference through the Internet, and may be resentful to the company. So compared to the current range of traditional media, the net processes advanced web browsing capabilities to make the fluctuating price levels and differences about exactly the same. This will create a major impact on distributors positioned in various overseas and company in different price. For example, in case a company offers customers a 10% discount, then the world’s internet surfers are aware of the deal. This may affect those deals which have been through distributors or business do not need discount. In addition, the agency through the Internet search for specific products will also be recognized such price differences, and thus increases the company’s adverse effects of price discrimination. In short, these factors suggest that the Internet will cause the price level to international standard or at least narrow the price difference between different countries. This is indeed a serious problem for the companies which execute differential pricing strategy.
? Impact on marketing places. In the network environment, manufacturers via the internet directly communicate with end users. Therefore, the importance of intermediaries will be reduced. This may result in the following two consequences. The first is entry barriers threat which result from traditional and international distribution network to other small competitors or new entrants will be apparently decreased. Secondly, for the present direct sales producers¿½¿½ perspective, due to sailing on the Internet, their job of after-sales service is borne by their distributor. But with the disappearance of their profits of acting as an agent, distributors will likely not take these jobs forever. In the condition of without destroying the existing marketing places, how to provide such after-sales service will be an issue to that the on-line companies have to face.abeka science biology test 5 essay describe how the blood flows through the chambers of the heart
? Elimination of barriers to traditional advertising. Enterprises mainly use some on-line advertisements to propagate their products through distribution function of network. Internet advertising will eliminate the barriers of traditional advertising. First of all, compared to traditional media, because of cyberspace¿½¿½s infinite extensibility, so advertising on the network would be less influenced by the length of space limitation. Individuals can set the necessary information as much as you can. Second, on-line advertisements can rapidly increase efficiency advertising business and create favorable conditions for businesses on-line. For example, some businesses can change advertisements which are going to send to the visitors quickly according to purchase of their registered users. Some companies may according to the characteristics of visitors, including the hardware platform, domain name or search topics in visiting and so on, to display their ads selectively.
4.2 Impact on traditional marketing means
With the rapid development of internet, users can more conveniently realize certain functions. Of which are, multi-dimensional information (sounds, images, animations, etc.) share function and discussion of human being and computer. It was this is why development, traditional marketing methods has experienced a revolutionary change. The results of change could lead to the gradual end of the mass market, and gradually reflect the personality of the market, and eventually organize the production and sales according to the needs of each user.
? To re-build an individual relationship. Network marketing business competition is a customer-focused type of competition. How to attract new customers, how to retain old customers, how to expand customer base, how to establish close relationships with customers and analyze customer needs and create customer demand, are the most critical marketing issues. Thus, in a network environment, maintaining the close relationship with customers who spread around the global and proper charging of customer characteristics, and through customer education and corporate image building, set up customers¿½¿½ trust for the virtual enterprise multilevel marketing, are the key to the success of multilevel marketing. In that target market, customer type and product type of the network era are so different from of all previous tradition era. How to conduct re-building the relationship between enterprises and customers, which needs to transcend geographical, cultural and temporal gap, would need a number of innovative and creative marketing activities.
? Impact on marketing tactics. As the Internet has the equality, freedom and openness features, makes the transparent market competition in this network era. Everybody can master the competitor’s product information and marketing activities. Therefore, the main element to victory is how to obtain timely from the network, and then to analyze and use these information, in order to make use of competitive strategy. Using this analysis, some small enterprises can participate in global competition more easily. This reality can not be ignored by the multinationals. In any case, the network will reduce the multinational companies¿½¿½ competitive advantage of large scale sales strategy as they had in traditional marketing environment.
Nowadays, in this internet era, strategic alliance between enterprises is the main competition type. How to use the network to form the company’s corporate union and to create competitive advantages of scale resource that is formed by alliance will be an important tool to present enterprises.
? Impact on transnational business. In the Internet era, it is essential to enterprises to conduct international business. In the past, companies just focused on related industry and the local market, its markets abroad are entrusted to agents or traders to operate. But nowadays, the Internet connects the global market across time and space, making the cost of global marketing lower than that of the regional marketing. So company will have to enter the era of transnational business. Network companies are not only to familiar with characteristics of the customers of different country’s market, to gain their trust and meet their needs, but also to arrange for cross-border production, transportation and after-sales service and so on jobs (Mangrum, 2008). These cross-border operations are linked and conducted via the network. It can be seen from the aforesaid that, despite the Internet provides greater benefits for existing and new-built multinational companies (or their customers), the impact and challenges of business is daunting. Any firm desire to use the Internet for multinational management, must choose an appropriate business model for its management, and know clearly what influences the brand new media will create on their existing patterns during means of transaction and information dissemination.
? Organizational reengineering. The development of Internet led the rapid development of the Intranet. Thus consequence making businesses¿½¿½ internal and external communications and management rely on the network as its main channels and information sources. As a result, the impact on the business enterprise including: reduction of business personnel and direct sale staff, decrement of organizational layers, reduction of distribution agents and the amount of branch outlets, short of marketing channel and prevalence of the virtual enterprise organizations such as virtual dealer, virtual stores, virtual departments and so on. These effects and changes in the organization will encourage businesses¿½¿½ need of reengineering to become more urgent. Intranet has changed the business enterprise practices and internal way of learning and growth, thus personal independency and professional workers will be further enhanced. Therefore, such working forms as the personal studio, working at home, flexible working, and share of business resources will be very popular later on. According to this, the enterprise desires to adapt to network environment must adjust company’s organizational structure. This is an organizational challenge to global business during transformation to Internet marketing.
As stated above in this article, internet marketing as a new marketing concept and strategy is actually a global tendency, since it has the internet as its basis and is still generating significant impact on the traditional marketing. Learning from the discussion given in this article about an overview of internet marketing, it can be seen that internet marketing mainly influences traditional marketing st
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This research project compares traditional marketing and internet marketing to show the difference characteristics between them. Also this project is done to find out what marketing tools are effective for some chosen companies in the food industry. The main difference between internet marketing and traditional marketing can be studied in this project.
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Different textbooks, sites, articles and interviews are taken for the information required in this study. Both the quantitative and qualitative approaches are used in this research. Quantitative data are gathered form the website of the UK National Statistics. The author conducted interviews with three companies operation in the food industry in UK to collect information needed for the analysis in this study.
After analyzing different aspects of theory, comparison and interview answers conclusion was drawn. Both the internet marketing and traditional marketing has their particular advantages. Therefore, the most effective way of marketing is using the advantages of both internet marketing and traditional marketing according to the goals of the company.
Profit maximisation is the main objective of most business organisations for which they use marketing as their marketing strategy. Thus they use different strategies to sell their products and services. They always want to satisfy their target customers by creating, promoting and selling their product and services. One of the strategies they use is marketing, which can make business grow and thereby become more powerful. To find out what sort of marketing to use in different area to achieve high share of market and high sales rate is very essential (Karp, 1974).
According to Dayal et al. 1996, marketing can be defined as the activity of satisfying the needs and wants of buyers through the exchange process in a manner which enables the firm to achieve its objectives. On the other hand, Saxena (2006), marketing means understanding and responding to customers needs.
Marketing is an organisational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in way that benefit the organisation as well as its stakeholders (Parsons, et al. 2009).
Marketing is considered to be a means of exploring, creating, and delivering value to satisfy the needs and wants of a target market at a profit (Kotler, 2003).
The definition of “Marketing Mix (Product, Price, destination, and Promotion)” was introduced for the first time by Professor Neil Borden in about 1953. Markets were offered opportunities to exploit each aspect of the “4 P’s” for the marketing mix and satisfy their customers’ needs and wants, once the concept was introduced by him (Karp, 1974).
Technology has changed marketing, after staying same for several years marketing has now affected by internet and out lives is now easy. It brings new opportunities for marketing as a new communication channel and contains been replacing the traditional medium of communication and selling goods and services.
In traditional marketing, channels of communications such as magazines, catalogues, face to face communication etc are used. And nowadays in the internet marketing, internet is used as a communication channel as a part of direct marketing. New opportunities have been provided by this new communication channel which has affected marketing process. All the channels of communications have their own importance but internet is a channel which includes developed and is continuously developing which has got a lot of attention from everybody. Right decision when choosing right marketing strategy for a marketer is very essential. For that the marketer should be aware of the differences between internet and traditional marketing and their advantages and disadvantages also. Some obvious questions might arise in our mind that: which marketing approach is beneficial comparing traditional and internet marketing? In the actual life companies, which tool is the most used ones? Is traditional marketing left back with the use of internet marketing? Is the traditional marketing and internet marketing independent to each other?
Author find these issues interesting and companies entering the market will find this report helpful in prioritise their marketing tools and also have clear picture of all the elements of marketing mix and the comparison of internet and traditional marketing.
The main objective of this research is to spot different characteristics of traditional marketing and internet marketing. Comparing Internet marketing and traditional marketing used by different organisations in food industry. Also, what marketing tools are effective for the chosen companies in the food industries are to be discussed?
The managers of the companies who need to make a decision about selecting the marketing tools and strategies will find this research helpful. They also will find the studies done on marketing theories and comparison between them, viewpoint of managers that were interviewed and the analysis made based in these things.
The marketing managers of chosen companies are working in UK and their answers are related to UK food and takeaway market. This research might not be suited to business to business companies as it is only focused on business to consumers.
Different theories on the marketing mix and also traditional and internet marketing is presented in depth.
According to Kotler 2003, Marketing is considered to be a collective process where individuals or groups can exchange goods or services according to their needs and wants. Neil Borden for the first time approx in 1953 introduced the content of marketing process as marketing mix, representing the mixture of useful elements for marketing. Kotler considers the marketing mix as a mixture of different instruments or tools for pursuing a marketing plan (Walter, 1992).
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of a few ideas, goods and services to create exchange that satisfy individual and organisational objectives. In traditional marketing, channels of communications such as magazines, catalogues, face to face communication etc are used. The aim is to create products and services which sell themselves by being what customers need and want (Kotler, 2003).
The marketing mix is probably the most famous phrase in marketing. The sun and rain are the marketing ‘tactics’. Also known as the ‘Four Ps’, the marketing mix elements are price, place, product, and promotion.
According to Belohlavek 2008, Price is a Conditioning element to the purchase. In general, except for commodities, price only conditions but does not determine. The price, by conditioning, determines if the product opted for, as first choice, is the one desired.
The pricing of services is one of the major factors in competing with other business open to most organisations. By fixing prices below those of competitors, a company will hope to get a greater share of the market, all other aspects of competition being equal (Gubbins, 2003)
On the other hand, Kotler presents, it is an important area of the marketing strategy and it sends out a message about the product, company and image. Pricing is decided upon the interest and goal of the company that they want to achieve. Whether, they want bigger market share, maximum profit or possibly a specific position in the market. It is very important job to set the price as it affect demand as the demand and price are dependent to each other.
Product, or service, is the element which satisfies the client’s needs. The item or services creates two types of relationships with the prospect: a functional and a linking one. The functional relationship refers to the product’s use value and the link with the product is mainly defined by the complementarity between itself and the client (Belohlavek, 2008).
Product is the treatment for customers wants or/and needs. There are different aspects of product that needs to be considered. Quality, design and function of the product are some examples of different aspects of the product. The size, colour and general design should be considered by the marketer for the item appearance. The demand should be also kept in mind so that what is required in the market should be known and for that research and market study is essential. Service is also included in the product or is part of this P. The company can provide warranty as a good customer service that is attached with the product and thus is a part of this P.
Products and services have to reach their customers to be consumed. In traditional market, it was possible for producers and their customers to meet up with face- to face that is exchange goods and services. The item and services should reach the customer in the right manner at right place. The process of moving product and service through different intermediaries to reach the end user is considered under this part of P (Stone et al., 2007).
According to Kotler 2003, place in marketing could be about location in the means of store, factory and storage. Also the decision on distribution channels and transport are part of it. Destination is the crucial thing to determine for the business enterprise. The company who need wide space can chose location outside city which is cost effective. The company who need crowds and is opening new store need to be positioned in city centre, which is a bit costly but attracts customer’s attention and possible customers would drop in when passing by. A number of factors affect the nature of the supply chain that evolves to suit the producer and to meet customer demand (Stone et al., 2007).
According to Kotler 2003, Promotion is that part of communication that consists of company message designed to stimulate awareness of, curiosity about, and purchase of its various products and services. Company use sales promotion, advertising, salesperson, and public relation to disseminate message designed to attract customer’s attention and interest.
“Sales promotion is any form of promoting sales where there is a call to action that results in a demonstrable benefit, whether tangible or not” (Mullin, et al. 2008)
Advertising includes any paid kind of non-personal presentation and promotion of a few ideas, goods, or services by an identified sponsor. In contrast, public relations focus on building good relations with the company’s various publics by obtaining favourable unpaid publicity. Personal selling is any form of personal presentation by the organisation’s sales force for the purpose of making sales and building customer relationships. Organisation use sales promotion to provide short-term incentives to encourage the purchase or sale of a product or service. Direct marketing can be done face to face meeting, mailing, telephone, catalogue, etc. This is a proven way of building long term relationship with customers. Finally, companies seeking immediate response from targeted individual customers use non-personal direct-marketing tools to communicate with customers. Sales force is the face of company towards customers when providing or offering customers solution in either services or products. Their working process is from just selling to more complicated task. The sales representatives are the one that bring the needs of customers and the company together and create the mutual satisfaction. (Kotler et al., 2010).
Internet marketing is now a important issue for many businesses around the globe which have any form of commercial presence on the net. In the early days of direct marketing, efforts at reaching prospective customers could be best described as using a “shotgun approach”. By packing an envelope filled with advertisements and coupons and mailing them out to a large amount of households, it was discovered that customers would actually respond by buoying some of the promoted products. Today, utilizing the creation of large scale databases and internet that systematically collect information on households and individuals, direct marketing is now faster. Incentive-based marketing is a technique where in actuality the customer is rewarded or compensated for completed purchase transactions. Just like the concept of “rebates” in the physical marketplace, online marketing “incentives” are driving the explosive growth in advertising and marketing revenues. The key difference, nonetheless, is that marketer can extract information from online consumers by providing them additional incentives? This information can then be used in conjunction with other direct marketing plans to design and deliver targeted messages (Lee, 2001).
A lot of the households use internet nowadays via laptop, mobile, palmtop, PC, Etc. The 2010 internet access survey of households and individuals measure home access to the internet and individuals’ use of the internet across the UK shows that 30.1 million adults used the web everyday or virtually every day. 73 percent of households had internet access and 31 million people bought or ordered goods or services online in the final 12 months. As we can see on the chart of adults using the internet almost every day in appendix B implies that the number of internet surfers has almost doubled from 2006 till date. (Internet Access, 2010)
According to Hoffman et al. 1995, Internet is a new marketing tool that can be used by companies in order to reach their customers. Internet marketing is defined as the application of the web and related digital technologies to achieve marketing objectives and support the modern marketing concept. Internet marketing is often presented as a new theory of marketing nonetheless some argue that basic concepts form the traditional marketing are still valid. Internet offers new opportunities to adapt the basics of marketing mix. (Chaffey, 2000).
Price transparency on the internet as it is much quicker and better to compare prices by visiting company’s sites or using prices comparison sites has made the business enterprise more competitive than was on the traditional marketing. Also the main reason of being competitive is the power to reduce costs of store spaces and staff costs. As already mentioned above this is the reason of internet marketing being cost effective tool of marketing (Hagel, 1997).
Online payment is new methods of payment that internet offers. Credit cards are seen as an efficient, convenient and flexible payment method for both customers and companies. Nonetheless, customers are less confident about the service because of the security and privacy issues.
Internet marketing is the most cost-effective solution to market the products to the UK and the world. The web leads to faster finding of customer needs, greater customisation of the products to the customer needs, faster product screening, and shorter product life cycles (Eid et al., 2002). Internet provides the opportunity of offering a core product that satisfies the customers’ fundamental needs. On internet, a picture or description will replace the physical product offered in the traditional marketplace or in stores. Services offered on internet by a company should reflect the following factors in order to satisfy customers: reliability, responsiveness, competence, ease of use, security, and product portfolio. (Yang et al., 2004)
New way of distributing product is done in internet marketing i.e. online selling. People could make decisions and purchase any product from anywhere in the world. Allen and Fjermestad 2009, argue that the internet has the greatest implications for place in the marketing mix because it features a large market place.
Companies can gain the advantage of the low cost of advertising internationally without the necessity of a supporting sales infrastructure in different countries as they can expand their business form local market to both national and international markets. Internet also helps make use of new markets (Chaffey, 2000).
Internet marketing as a promotional tool can give business a presence all over the world. Advertising, sales promotion, direct marketing, etc are the elements of communication mix which can be done with the use of new way of marketing that is internet marketing. For example, sites and email are the effective tools to review the brand new methods for communicating to the customers (Chaffey, 2000).
Companies can encourage their customers to go to their sites and increase sales by sending emails remainders and different offers frequently. Internet helps to inform customers of the benefits of the item and assist in different stages of buying process.
Companies can use internet to deliver their messages to their customers and attract them with the help of online advertising. Customers are always encouraged to buy when they see offers or the cheaper product compared to other competitor brand. Thus, sales promotion on the internet and emails is very used nowadays by the companies. This also helps company to keep long term relationship using its customers. Internet offers companies the opportunity to publish the news directly which is a part of public relations. Customers are sent emails to remind about the product and services that the company offers which also encourages the customers to send feedbacks and helps keep in touch.
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