THE IMPACT AND BENEFITS OF INTERNET ON MARKETING MIX

Topics: Marketing, Electronic commerce, Internet Pages: 14 (3909 words) Published: March 24, 2014
THE IMPACT AND BENEFITS OF INTERNET ON MARKETING MIX
A.ARULKUMAR
RESEARCH SCHOLAR IN COMMERCE
ST.JOSEPH'S COLLEGE, TRICHY-2

Abstract:
Few things have dramatically and immediately impacted our lives and the way many businesses operate more than the development of the Internet. The ways that some marketing activities are performed have changed as businesses have turned to e-commerce. The Internet provides opportunities for an organization to enhance its business in a cost-effective and practical manner. That is, the Internet can be used to conduct marketing research, reach new markets, serve customers better, distribute products faster, solve customer problems, and communicate more efficiently with business partners. The benefit of Internet marketing includes the improved flow of information, new products and customer services, improved availability, improved market transparency. To design and implement a successful e-marketing program, a number of theories, applications, and technologies must be carefully analyzed and understood. In this article the investigator is going to considerer the best Internet marketing ways for the success of business. The main objective of this article is nothing but understanding the impact of Internet on different marketing areas such as product development and service provision, promotion, pricing and distribution channels. In the article it is demonstrated that when manufacturers connect directly with consumers and shorten the distribution channels, inefficiencies can be eliminated, product delivery time can be decreased, and manufacturers can build closer relationship with consumers. Consumers use the Internet to reduce costs, find products otherwise unavailable, or increase their shopping convenience. Online consumers expect easy,understandable, and secure ordering and payment systems. Customers want assurance that orders will be filled immediately. E-commerce creates value for customers in many ways. Customers are treated as a market of one. They can access a greater variety of products, often at lower prices. The study suggests that businesses should pay special attention to the impacts of the Internet and its uses in marketing to be successful and profitable.

Key words: Internet marketing, E-commerce, E-marketing, promotion.

Introduction:

One of the hottest topics in business and the media today is electronic commerce. The Internet and its graphical interface, the World Wide Web (WWW), are key components of an electronic commerce initiative that is playing an ever-increasing role in the future of the global marketplace. (Honeycutt et al., 1998)

Electronic commerce has been defined as “any form of business transaction in which the parties interact electronically rather than by physical contact”. (Aldin and Stahre, 2003)
Electronic commerce and its application have become everyday discussions and various articles and literature have been written in this regard. Access to the domain of electronic world has become priorities of most of the big and small public and private organizations and as such, managers have encountered new challenges in this field. (Elahi, Sh. and Hassanzadeh, 2009)

Using the internet and related technologies to complete significant marketing activities is known as e-marketing or electronic marketing. The ways that some marketing activities are performed have changed as businesses have turned to e-commerce. However, the basic principles of marketing still apply. E-commerce businesses must understand marketing basics and use them effectively in order to be successful and profitable. (Kleindle and Burrow, 2005)

The ubiquitous nature of the Internet and its wide global access has made it an extremely effective mode of communication between businesses and customers. The growth of Internet technology has enormous potential as it reduces the costs of product and service delivery and extends geographical boundaries in bringing buyers and...

References: Aldin, N., & F. Stahre, 2003. Electronic commerce, marketing channels and logistics platforms-a wholesaler perspective. European Journal of Operational Research, 144: 270-279.
Avlonitis, G.J. & D.A. Karayanni, 2000. The Impact of Internet Use on Business-to-business Marketing. Industrial Marketing Management, 29: 441-459.
Chen, S., 2005. Strategic Management of e-Business. West Sussex, England: John Willey & Sons. Drew, S., 2003. Strategic use of e-commerce by SMEs in the east of England. European Management Journal, 21: 79-88.
Elahi, Sh., & A. Hassanzadeh, 2009. A framework for evaluating electronic commerce adoption in Iranian companies. International Journal of Information Management, 29: 27-36.
Elliot, S., & S. Fowell, 2000. Expectations versus reality: a snapshot of consumer experiences with Internet retailing. International Journal of Information Management, 20: 323-336.
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