Comment on how internet-marketing activities are built on conventional marketing practices (the extended Seven Ps) and how they are used differently.

As a part of investigating internet marketing, I will analyse the benefits of internet marketing to customers.

Nowadays, marketing and promoting a business with the help of the internet is widely applied by companies, since over the passage of time the Internet has proven to be an effective marketing and communication tool.

Nowadays, customers tend to be more and more demanding which ensures that companies continue to invent and develop various technologies in order to compete successfully. The more innovative, efficient and helpful the functions and technologies of a website are, the more advantageous for the consumer it is and the more consumers the website will attract.

Opportunity to compare and select providers:

Product comparison feature is a service available at the click of a button without having to ask sales personnel or check similar high-street stores. Comparison websites are a specific web databases that help to explore and find the best prices available among all online-based companies.

All modern consumers value their freedom of choice, and more importantly, when it comes to their shopping, they expect it. The opportunity to compare similar products, prices and select the proper online-based business for their shopping should not be underrated by the companies. The availability of such an opportunity makes the consumer prefer one online shopping and makes the customer feel that his demands are being met and that he is taken care of. For example, Argos, a catalogue merchant and the largest general-goods retailer in the UK, manages to fulfill consumers’ request rather successfully: the website offers price transparency and the customers can parallel the prices of resembling products effortlessly. Consumers have the opportunity to juxtapose the prices of goods easily not only on Argos website but also with these comparison sites: www. moneysavingexpert. com, uk. shopping. com (providing data on Argos clearance bargains) and www. pricerunner. co. uk.

Easier to cancel as no person-to-person issues:

Often customers suffer from experiencing person-to-person issues with members of the staff who do not always deliver superior customer service on all levels. A customer may find sales personnel disrespectful, negative and non responsive, especially when it comes to the returning and refunding policy of a store, or simply when a customer has changed his mind about purchasing a product after a staff member has spend good deal of time describing a product. By shopping online, all the afore-described issues are easily avoided: the majority of online product-based companies have free returns and exchanges collection services and consumers have the right to cancel their order with the company under the Consumer Protection (Distance Selling) Regulations 2000 (DSRs). This service is important to the customer because when making his purchase, he wants to feel sure that he can return the product simply and not in a judgmental and critical way. Net-A-Porter, the online-based business which has been the world's premier online luxury fashion retailer for over ten years, is a good example of not only impeccable packaging and availability of wide range of products, but more importantly, is an example of an unrivalled customer care as well. The company has successfully established itself in the luxury sector with the help of discreet and consistent customer service. If a customer wishes to cancel the contract for his entire order, he must notify customer care by email or via post. The company promises to refund the full value of the order under the DSRs any time after the customer’s order has been placed and up until 7 working days from the day after he received his order.

No sales pressure:

Greater supply convenience:

Availability of more comprehensive and up to date product information:

Welcoming in Miss Selfridge TV channel, offering to follow the latest news, trends and updates on MS facebook and twitter accounts, which are easily accessible for consumers with their mobile phones.

The pages of NET-A-PORTER feature high fashion editorial, updated weekly with new content and product, which is viewed by over 2. 5 million women each month.

Comment on how internet-marketing activities are built on conventional marketing practices (the extended Seven Ps) and how they are used differently.

Bibliography:

http: //www. debenhams. com/

http: //www. missselfridge. com/webapp/wcs/stores/servlet/TopCategoriesDisplay? storeId=12554& catalogId=33055

http: //www. net-a-porter. com/About-Us/Our-Company

http: //www. argos. co. uk/

http: //www. net-a-porter. com/Help/ReturnsAndExchanges? lang=en

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