Running Head: Impacts of Internet and Availability of Information to Sales and Marketing

Impacts of Internet and Availability of Information to Sales and Marketing

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Introduction

            The world is rapidly changing and the businesses are operating in a small business. This is an attribute that those that have been successful in business call a success wave through which they have been able to carry out their business effectively. To those that have succumbed to poor business, they have nothing to celebrate on but look at this technology as a bad omen that has swept their businesses. What they have not been able to do is to adapt to the rapidly changing technological environment together with exploring the new opportunities that have came along with the introduction of the internet. Based on this understanding, although the internet and information availability is a good song to sing for most businesses, there are also those looking at the negative side of this technology. Therefore, this is why this article evaluates the impacts. Specifically, this coursework is based on the effects of the internet and availability of the information to the marketing and sales. Modern marketing cannot be mentioned without the issue of internet. That is why there is internet marketing which has been very widely recognized in the modern business marketing.

Internet impacts on business marketing and sales

            Internet marketing has at times been approached at as a different procedure of doing business. However, the underlying principles of marketing have been perceived to remain the same together with support by the technologies that have continued advancing every other day. The nature of development in the technology in such communications and information has been perceived to grow in a trend that has even been faster than the marketing, resulting in the technologies and products going out of date even before they can be able to reach the customers mainstream. Basically, there are various marketing areas which the internet has affected. When looking at the internet and its relations to the marketing and sales, the underlying issue is basically based on the use of the internet and information to enhance the achievement of the success in the marketing rather than solely being based on the technology. The modern customers are increasingly demanding more from the modern technologies which are digital, coupled with the continuous integration of the functions by the technologists therefore making the participation of more customers to be enhanced. To the innovative and the dynamic customers, this trend has been incorporated to their advantage. However, this increased access to the information has come with its challenges; which have not only been witnessed by the business operatory but also to the competitors and customers (Dibb et al, 2005).

Before we even go in-depth to the impacts, let us first understand the marketing which there can be a clear establishment of the relationship that exists with the internet information availability. Through marketing, there is the continuous integration of the seven expended mix of the marketing.

The impact to the customers

            Internet in the modern world has enhanced the availability of a wide range of information on the product available to the customers. Through this array of availability, the consumers are basically able to compare and select the providers based on the information that is availed. This results in the selection of a desired provider of a specific product which is usually followed by a process of bargaining. Through the internet, the bargaining power has never been this enhanced to the customers. Therefore, the customers have not been limited to consumption of undesired product coupled with the overpricing. In addition, these customers are able to gain access to the information that is not only comprehensive but also up to date. This is basically enhanced through the continuous updating the information therefore ensuring that the old information is replaced with new information as soon as it emerges. In addition, to these customers, there has always been unlimited opportunity that has allowed the costs that are lower through the pricing which has always been dynamic. Consider the internet auction for example: Such transactions have been enhanced even in a more advanced way relative to the direct market auction. This is based on the fact that to the seller, there is unlimited number of customers from all the walks of life that he target in the auctioning process. Ryner (2010) notes that to the customers, there is unlimited range of appropriate products which can be accessed and be available for choosing just at a click of a button. In addition to this technique, the customers are basically able to have a greater convenience in the products supply based on the fact that the transaction facilities available are very responsive. These transactions have included the airline ticketing which is no longer the story of counter transactions. A click of the button just gets everything done including their payment for the ticket, the booking of the travel seat, class and the availing of the travelling information.

The internet information is also a means through which the customers and the sellers are able to benefit from immediate online sales. In fact, the details of the newly available products are usually able to be availed to the customers as soon as they have been produced. The information available to the customers on these products will not be limited and will include the description of the new products and services in a very detailed manner; the availability through which the customer can be able to access these goods with ease. These online sales are also coupled with the availability of the customer services to these consumers without having to travel. Everything is just at the door step, the information is unlimited, with the selection being based on the choice of the customer to the exact quality that they are interested in. The traditional form of marketing has limited the amount of information that the customers have been able to access therefore finalizing the transactions not based on full satisfaction but based on the inability to have unlimited information. These are cases where the issues of the customers being unable to get the desired products have been very high. To the producers in this former type of marketing, reaching the unlimited number of customers is another nightmare based on the manual marketing process which is incomprehensive, time wasting and even very costly if the  wider size of the market had to be targeted. These former times have also been characterized with the high level of dissatisfaction to the customers which could have had limited channels through which complaints and personal opinions can be launched.  With the internet, the customer is able to interact with the producer on unlimited cases, therefore being able to launch a digital compliant as soon as the dissatisfaction with the product.

This is also beneficial to the producer based on the fact that there can be immediate change to the product before it has a detrimental effect to the company. If such companies loose the market, it will not mainly be as a result of the availability of the information on their dismal performance; it will actually be caused by their unresponsiveness to the needs of the customers that are raised in the internet.  In fact, this is where the producer can lose the customers instantaneously or even have an instantaneous increase in the number of customers within a short period of time. It is just simple; meeting the needs of every customers, handling every complaint seriously, transforming and creating new products based on the newly available information that can be accessed on the interned before being outweighed by the competitors coupled with availing the information based on a genuine description of the product and on a competitive pricing through which there will be a smooth business without the chances of any of the two parties being frustrated.

The impact of the internet can be measured in terms of the success in the modern marketing and business. Through this modern technology, unlimited benefits have been availed to the customers and to the producers it has been a wonderful experience based on their ability to utilize the new technology to their benefit. It has been a new dawn to the business operations which has been governed by the unlimited availability of information coupled with successful business transactions through which many companies have been able to experience growth and excellence performance which has been measured by the increase in the level of profits. The success in high rate of the transformation availability is also another measure of success in the internet and information. New technologies are being initiated and even before the producers are aware, there is a widespread globally and new ones are being ventured into. It is a modern world in which the producers are exploring new opportunities emerging every other day coupled with the production being based on the understanding that new technologies are very likely to replace the existing ones any time therefore, the amount to be produced has to be measured effectively in such a way that the business can be able to adopt to the new trends (Chaffey et al, 2008).

Another limitation to the internet marketing has been based on the fact that the buyers are usually not able to smell, taste, and even try the goods that are tangible before the online purchase can be made. However, through the e-commerce vendor’s industrial standards, the customers are basically reassured through the introduction and operation under the return policies which have been very liberal coupled with the provision of the services on the basis of pick- up in- store.

The effects that have been witnessed in the internet growth have been a clear illustration that their reversing of the internet marketing is unlikely to be witnessed in the near period. By the 21^st century, internet has been able to embrace various services. This has been characterized by the new users discovering the internet which has resulted to the direct selling resistance having a likelihood of decreasing. As the services such as the commerce net developed through which security has been provided to the required mechanisms for the electronic commerce, a more suitable environment has been provided for the commercial activities. Basically, there has been growth in the number of the for-fee services and products. In addition, through the internet, there has been facilitation of commerce in a broader range on the products and services that are not based on the business. In addition, it is through this new scope of business that the organizations have been able to venture in the electronic business in various ways through which the envisioning has still been perceived to be difficult.

A confirmation of a modern world of doing business has indeed been verified in a trend in which the entrepreneurs and together with the organizations that are established have explored in the internet as a medium for enhancing marketing. Through the electronic community collaborative nature, some challenges have been presented based on the fact from the market point of view; it is hard to know what will not work or what will work. Although there is basically no information on what a successful marketing program in the internet comprises of, there is basically a possibility of drawing some generalization (Chaffey, 2003). Through the internet marketing, an intervention is stimulated thereby enhancing of the new categories of information. Based on this understanding, the marketers will seemingly explore the services in the internet with a likelihood of posing even more challenges to those without the understanding that the internet in relation to; a movement towards people ability to interact through the use of a wide array of information and enhancing the creation of virtual markets that is geographically dispersed.

The important role being played by online marketing has been perceived through enhancing the change in the information business from a service that is narrowly focused targeting the individuals whose level of training has a high specialization to the product of a customer. There is in addition the portrayal of new ways through which the medium supporting the objects are published coupled with own computer environments manipulation.

Conclusion

            This coursework has been based on the impact of the internet and availability of the information to the sales and marketing. It has established that the world is rapidly changing to an extent that the adoption of the new ways of doing business is becoming the song of the day and the adoption of the newly emerging opportunities in all the sectors of the business is what the modern businesses are doing to stay in the market “fashionably”. The new development in the marketing is a trend that is not likely be reversed. In fact, the new trend is that of advancement of the modern businesses in such a way that the available opportunities can be explored. In the near future, the use of the online services in the marketing will even continue increasing in the popularity based on the fact that there is an establishment of a niche in the customers that are continually becoming attracted to the internet marketing. To the competitors, the identification of the individuals makes this segment of the market much difficult. The world is rapidly moving to a new level through the influence of the internet.  Based on the implications, what the business needs to do is to prepare to the changing trend through appropriate adoption in a way that it will be beneficial to their business operations.

References

Chaffey D., (2003). E-Business and E-Commerce Management. Prentice Hall

Chaffey D, Mayer R, Johnston K and Ellis-Chadwick  F., (2008). Internet Marketing: Strategy, Implementation and Practice. Prentice Hall

Dibb S, Simkin L, Pride W M and Ferrell O C., (2005). Marketing: Concepts and Strategies. Houghton Mifflin

Rayner, Andrew (April 21, 2010). Put the E-mphasis on Local Internet Marketing and reach first page. http://www.prlog.org/10638959-put-the-mphasis-on-local-internet-marketing-and-reach-first-page-on-google.html. Retrieved August 15, 2010

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