Contents

• Executive Summary 2
• Task 1: Role of Internet Marketing within Modern Marketing Context 5
• The Concept of Marketing 5
• Stages of Marketing Planning Process 6
• Transactional vs. Relationship Marketing 7
• Marketing Mix Planning: Product Based vs. Service Based Organization 8
• Role of Internet in Modern Marketing 10
• Task 2: ICT Systems in Analyzing Marketing Information 11
• Utilization of ICT Systems 11
• Stages of Marketing Research Process 12
• Market Information Collection for New Product Opportunities 14
• New Market Opportunities 15
• Task 3 Benefits of Internet Marketing to Customers 16
• Strategic Planning Process 16
• Segmentation, Targeting and Position Process 16
• Concepts of DMU (Decision Making Unit) 17
• Decision Making Process for Consumers and Organizations 18
• Task 4 Internet Marketing in Improving Business Performance 18
• Developing an Internet Marketing Plan 18
• Suitable Internet Marketing Tools 19
• Bibliography 20

Description

The research paper here discusses about internet marketing in the contemporary business world. This paper deals with a study based on ASOS, a fashion and beauty retailer in the UK. Beginning with exploring on the concept of marketing, the stages involved in markey=ting planning process and the contrast between transactional and relationship marketing, the paper explains the role of internet marketing within a modern marketing context. The paper assesses the marketing mix planning for product and service based organizations where the 4Ps changes to 7Ps in the same context and that with as detailed explanation of the marketing mix adopted by ASOS. The ICT system is discussed as well which supports internet marketing strategy development through the launching of apps and developing of storyboards. The new market opportunities are identified for ASOS which are the US and China. Incorporating new brands into the list is identified as the product opportunity associated with the company. The strategic planning process’ concept is expanded along with the mention of STP which ASOS makes and the role of DMU and the decision making process is discussed as well. The young adults are targeted as they are more tech savvy and digitalized. Finally, through SCM, SEO, web analytics and other major internet marketing tools, it has been explained that how internet marketing can enhance the business performance and lead a company like ASOS towards success.