E-Marketing and Customer Utility

Question A1 According to Marketing and Strategy Terms, e-marketing (electronic marketing) are also known as Internet Marketing, Web Marketing, Digital Marketing, or Online Marketing. It is a process of marketing a product or service using the Internet. It uses a range of technologies to help connect businesses to their customers which includes marketing done via e-mail and wireless media. Utility refers to the benefit received by customers. There are four types of utility, which are form utility, time utility, place utility and possession utility. E-marketing are combined with these utilities. According to Business Dictionary, form utility might involve making a product ready for consumption by converting it to a form that is beneficial to consumers than the raw materials used to make it. For instances, pre-cooked food delivery service, furniture delivery service. Customers can buy pre-cooked food with various of choices through websites, like HKTVmall and big big shop. Diversity of choices and categories are being selected, like meat, seafood, soup. Customers need not to cook by themselves but just click a button, then they can enjoy a good meal by simple reheat. Time utility refers to the availability of goods and services when customers want them. Despite daytime working hours, online assistants or services are provided to customers for 24 hours. For example, most of the bank will provide 24 hours quick, convenient and straightforward personal internet banking. Users need not to be constrain by the time, but seek help at any time. Place utility refers to the availability of goods and services at convenient locations. Customers can buy what they want instantly as long as they have a network. For example, most of the brands have their official website, consumers can buy items that they fond of via website. They need not to go aboard, but by browsing the official website to purchase what they want. The products can be delivered to consumers within a few working days. Possession utility refers to the value customers have while buying a product and they have the choice to use the product for the purpose it was made for or finding a new way to use the product. For example, people can buy the ingredients and cook for themselves, buying the ingredients as a presents for their friends, buying the ingredients for their restaurants. People can make use of the products that they buy for different purpose. Cathay Pacific Airways also make use of these four utilities. For form utility, the airway provides airplane meal for their passengers. They turn raw materials into delicious meal. For time utility, it provides online flight booking to their customers. Customers can buy their tickets conveniently at any time. Besides providing booking system, passengers are also able to enjoy different services, like having an online check-in and checking the latest status for flights departing. By having an online check-in, passengers need not to go to airport ahead of schedule. Besides, passengers can have a look of the flight status at any time so as to have a better planning of their flight. For place utility, it allows passengers to buy the flight tickets or receive any assistance as long as they are able to access the internet. Different services or information are provided on the Cathay Pacific Airways official website. In case there is any sudden occurrence, the updated information or arrangement will be uploaded to the website. For example, if there is a No. 10 warning signal and the flight is being cancelled. The passengers need not to go to the airport to get the latest information, but browsing the official website. For possession utility, as Cathay Pacific Airways is a well-known airline, as a result, the passengers of the Cathay Pacific Airways can enjoy a psychological benefit. The passengers of the Cathay Pacific Airways can also enjoy much more services or better experiences than the passengers of budget airlines.