Online Sales

1. INTRODUCTION:

In this chapter, the background will discuss marketing communication, the Internet, sales the use of sales promotions. This will be followed by problem discussion focusing on the use of online sales promotions, resulting in overall purpose and research questions.

1.1 Background

Promotion is one of the key 4Ps in the marketing mix and as such has a key role to play in market success. Promotion is concerned with ensuring that customers are aware of the products that an organization makes available to those customers (Rowley J. 1998). Promotion alters consumer behaviour beyond the normal price/quantity trade-off, changing the time that the customer buys the product, as well as how much the customer buys. (Blattberg et al., 1995)

Marketing communications is the most highly visible aspect of marketing activity and it has an impact on everyday on life. The phrase ‘Marketing Communications’ is generally preferred to the term ‘promotion’. All marketing communication activity is a form of promotion that is in one way or another attempting to promote the interest of the brand, product range and/or company. (Rowley J. 1998) The role of marketing communications is to communicate the benefits of the product, service or firm to potential consumers (Aldridge et al., 1997).

Communication is important in altering consumers’ beliefs and attitudes and is essential in fostering satisfaction as a basis for future behaviour. Satisfaction and behavioural intentions can be influenced by the communication techniques of a service provider. (Lyon and Powers, 2003) Mercer (1996), in emphasizing that communication must be a two-way process, states: “The ideal form of promotion is the conversation that takes places between the expert sales professional and his or her customer” (p. 309). It is interactive and conversation is specific to the needs of both sides. Other forms of promotion, which deal with the “average” needs of groups of people can only hope to...