Task 2Produce a newspaper article that explains and analyses the benefits of a business using internet marketing

Task 2 The marketing agency regularly produces articles for the business sections of newspapers to educate the public about different trends occurring in business.

Part 1

a) Carry out market and marketing research to find out fact and opinion about internet marketing. Research some good (and not so good) examples of businesses to use. Also conduct some primary research to find out opinion on internet marketingb) Produce an article for a broadsheet newspaper showing results of research. Using some of your screen shots explain the benefits of this business using internet marketing. Points to consider are:

i. Comparison of providersii. Bargaining poweriii. Cost saving opportunitiesiv. Customer experiencesv. Increased supply*this is by no means exhaustive

c) For the second part of your article you must analyse the benefits of internet marketing to customers. Include challenges that are faced by business and customers as a result of increased internet marketing

b) Produce an article for a broadsheet newspaper showing results of research. Using some of your screen shots explain the benefits of this business using internet marketing. Points to consider are:

i. Comparison of providersii. Bargaining poweriii. Cost saving opportunitiesiv. Customer experiencesv. Increased supply*this is by no means exhaustive

P3 explain the benefits to customers of a business using internet marketing

Construct your Expedia answers in a way that represents a newspaper article - headline

Title your work – benefits to customers of internet marketing when booking flights and holidaysLook at www.expedia.co.uk to complete the following task. Answer the following questions in paragraphs – with print screen examples to highlight your point.1. Create a search for a trip to New York with a hotel for 7 nights(don’t book it formally

though!!). This will help you answer the questions below2. Why would a customer book their holiday or flight online (use this as an

introduction to your article.) how easy was it for you to find out the information about a New York trip?

3. How long did it take for you to find information on flights and hotels? 4. Are there opportunities to compare and look for the best deals? Where is this?5. Is the availability of flights and hotels detailed and up-to-date ? Find examples of

these.6. Using the internet how might customers get lowers costs for their holidays/flights?7. Look at the pricing of easy jet flights – how can customers get better deals?8. How convenient is it for customers to book flights and holidays online? (consider

times of booking, details stored online etc as discussed in Tuesdays lesson)9. Where can customers find out additional information if needed? Is this better

than speaking to someone face to face? Why?10. We discussed that 81% of customers like to see reviews of products and

services for some of their purchases – where is this available for customers booking holidays and flights. What are people saying about the hotels you have been given?

11. Is there opportunity to cancel or chat with advisors online?

Merit – P3 explain the benefits to customers of a business using internet marketing

How to provide an analysis

Explain why it internet marketing benefits ARE benefits and how much do they benefit the customer

Provide counter discussion – are there any if or buts?

c) For the second part of your article you must analyse the benefits of internet marketing to customers. Include challenges that are faced by business and customers as a result of increased internet marketing

You need to state for each point how much of a benefit it is consider: Is there a down side to the benefit for example it

may be convenient to book a holiday at midnight but can you speak to customer services if having problems with your booking?

How does the online experience compare to the offline – eg you may be able to get a better deal or price match in store so why is it better online or is it as good? Say why.

M1 analyse the benefits of internet marketing to customers

Rank these benefits in order of most beneficial Shop around/easy comparison Can tailor make product/service No sales pressure Can book/buy whenever is convenient for the customer Registration of details for special offers Can pay for premium accounts for free postage etc Speed of being able to research products you want to buy Being able to look at reviews of products and services

Justify why you have ranked each in order – consider the downsides to each and compare with the offline experience. This will form your M1

Example answer for analysis (M1) Booking holidays online can be great for

customers especially if they haven't made up their minds. Many firms will allow them to cancel if they do so within a certain time of booking although they may have to pay slightly more for this service. Customers may be more likely to book online if they know they have the option to cancel without sales pressure from a representative.