Marketing via the Internet

The Internet as a new uninvestigated field opens new possibilities to market products and invents the way firms are selling their products. The Internet gives opportunities in several of the four well-known marketing P’s (Price, Promotion, Product, Place). The Internet is a new "unpredictable" way of distribution. It is also an impressive marketing communication and promotional tool. It is finally a useful marketing research tool as it helps to find customers.

Another item concerning the Internet distribution is the kind of products that are sold well in this way. Really, according to this distribution channel it makes particular products more significant than others to be sold via the Internet. The Internet is a good means for giving information concerning products and services, and products that the customer will probably buy due to a good advertisement on this channel. Thus, products like wines are sold well with a good advice from experts and the great choice from Amazon.com boost book sales. However, computers are the most usual item that is sold on the Web. Besides, in this case of sales, the Internet can fill in the information gap that takes place in present retail.

Consumers and providers appreciate the Internet as a tool to buy items via self-service lessening prices for providers in the case of some services. The airline industry can serve as the best example. In 1995, 20% of the USA airline seats were booked by customers online and by phone. This reduces the price for carriers, and enlarges the convenience for online buyers. Moreover, products that are very likely to be sold on the Internet are not obligatory new products. The Internet distribution channel also symbolizes a new growth for full-grown industries. The best examples are evidently Amazon.com and Barnes and Noble that are doing better than contestants on an inactive market due to online sales. The products that make money on the Internet are: computer hardware and software; books and music; gifts, food and beverages; jewelry; sporting goods; consumer electronics; flowers and greeting cards; apparel and footwear. Interactive traits of the Internet permit asking customers their likings, and then the firm can adapt product offers and promotions to these likings. It provides the effective recruit of new customers.