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Marketing - the impact of the internet.

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Marketing Assignment 1 Introduction 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 market research due to the fact that the majority of the world's population is 'on-line'. This is very good for market researchers as there are all kinds of different people that have access to the internet such as different age groups, different races etc. So when targeting certain groups gaining access to these groups can be a lot faster compared to traditional means of research such as statistical studies or surveys would have probably been carried out face to face with a clip board and a list of questions. ...read more.


Once supermarkets have locked customers into some form of loyalty they still keep the customers interest very much at the centre of attention and will try and please them in every form possible that is within their control. This may include just general appearance of the stores, whereas before the interior of the stores were very displeasing to the eye they have changed the colours and lay out of the store to something that is just simply more welcoming and comfortable to shop, this is to entice the customer to spend more time in the store i.e. spend more money. The big companies such as Tesco also spend a lot of time in training their staff so they are a lot more efficient carrying out tasks and generally more pleasing with customers, rudeness will not be tolerated. Ultimately Tesco is searching for complete customer satisfaction and they will do this as best and as economically as they can. They wish to do this to establish themselves and be known as a Company that offers groceries at very competitive rates. By achieving this they gain a bigger market share and then are able to expand to further pastures. Task 3 In this section I will do a macro and micro analysis on British Airways as I believe this company is extremely relevant for this question. I think that this is a relevant example as many of the PESTEL factors can affect the Aviation industry, a tragic example is September 11 possibly the worst day in aviation history. On September 11th terrorists hijack two United Airlines and two American Airlines flights, crashing two of the aircraft into the World Trade Centre's twin towers in New York, and a third into the Pentagon in Washington. The fourth aircraft crashes in woodland in Pennsylvania. No British Airways aircraft were directly involved, although 22 aircraft were diverted. More than 4,000 people were killed. ...read more.


These various "alliance" arrangements enable British Airways to offer passengers smoother travel to more places, with any one airline unable to fly every single route worldwide for financial and regulatory reasons. Through oneworld and its other alliances, British Airways can offer passengers seamless flights to some 600 destinations in more than 130 countries worldwide. External Threats Since the September 11th tragedy there has been further more threats for the same to happen again. So to insure this does not happen, security levels must be kept extremely high to cancel this out otherwise there could be another scenario similar to the one after the Gulf War when people became very scared to fly and airlines made huge losses. Another external threat would be recession. If recession hits the UK or any of the countries that BA operate from this could have a knock on affect for the airway as individuals will be looking to save money and in that case will not be looking to taking holidays i.e. flying off to places. Competition is a threat for British Airways as well as it always is but as it prides itself as the airline that takes great pride in 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. Word count 2990 Gareth Craven 2003 1 ...read more.

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