Sales
policy in Internet marketing:
Sales policy in online marketing includes three main
components of traditional marketing: exchange and transactions, relations
between partners and interaction with customers. However, the specifics of the
virtual space fills them with new, different from the previous content:
1.
Exchange
and transaction:
According
to the classical theory of marketing, exchange is the basis of any commercial
activity. “Marketing emerges at that moment,”
“when people decide to satisfy needs and requirements through exchange”
Whereas transaction in marketing theory is understood as “the exchange of
values between two or more parties”.
A transaction becomes possible
when the values, needs and interests of the parties to the transaction
coincide.
In Internet marketing, the basic
value is not a product, but electronic distribution channels.
They provide a
profit and are the main factor of competitiveness due to lower transaction
costs.
2.
Relationships
between partners:
The development of e-commerce has led
not only to a change in sales policy in Internet marketing, but also to a
change in the nature of the relationship of participants in the e-commerce marketing services system.
This
is due to the emergence of such a concept as "e-sourcing", which is
understood as "the tools to identify potential suppliers and negotiate
with them the conditions leading to the lowest costs".
3.
Interaction
with buyers:
Changes in the relationship of
sellers and buyers associated with Internet marketing, due to a fundamental
change in the essence of the relationship between the seller and the buyer.
Through the Internet, not only the retailer,
but also the manufacturer is able to “reach out” to every buyer. For example,
through the provision of services after registering on the site and filling out
the questionnaire.
Traditional marketing theory
identifies two types of marketing, differing diametrically opposed approaches
to the organization of marketing activities. These approaches determine the
principles and mechanisms of interaction with potential buyers.
The first type, consumer
marketing, is characterized by the lack of proper information about the real
quality of the product.
Consumers are not guided by the product, but by the
prevailing stereotype of the product. This implies the primacy of methods and
forms of promotion, associated mainly with advertising and PR.
The second type, industrial
marketing, is distinguished by the fact that buyers have thorough knowledge, if
not of the product itself, then about the features of its use.
Here, the competitive advantage is
determined by the level of technological excellence of the product, and the
main method of promotion is direct sales.
In traditional marketing in both
cases, it was primarily about marketing communications.
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