How will the Internet shape the future of Marketing Internat

As the world has become more globalized, International marketing has taken on added significance over the past ten years. There are many reasons why International Marketing has become more prominent and why a greater number of companies have become globally orientated. One of the most significant reasons for this has been the unprecedented growth of the Internet or World Wide Web (WWW). In the past few years there has been a huge growth of on-line commercial activity. This is generally referred to as electronic commerce or e-commerce. E-commerce can be defined as the enablement of a business vision supported by advanced information technology to increase the effectiveness of the business relationships between trading partners.

Businesses use e-commerce to develop competitive advantage by providing more useful information, expanding choice, developing new services, streamlining purchasing processes, and lowering costs. The Internet also imposes price discipline as customers have access to price and product information from many sources.

The different e-commerce markets may be divided into four categories:

The Internet gives the Marriott several extra promotional tools in which to advertise their chain of hotels. The Marriott could advertise on related ‘holiday’ websites or on general search engines such as msn or google. Further promotional tools that can be found on the Marriott website are the options of special deals if the consumer books online.

The 4P’s will again change quite substantially in the future. It is predicted that products will become more individualized to meet consumer wants and needs. Prices will remain competitive and power over price could move to the consumer rather than the company. Place will change in that more and more information will be transferred online and more business will be done in this manner. Consumers will be more vulnerable to promotions and will always be aware of them, whether it is online or sent to their mobile phones. This however may lead to consumers ignoring them or not taking any notice, like is common with television advertising today.

• “Where in the World is Globalization leading us”, Global Reach.

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