Marketing transformation in e-commerce


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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