The ways to increase effectiveness of e-marketing in "Print Express Company"

Background Buyers get only those goods for which they feel requirement. Quite often the public subjects to criticism intensive advertizing campaigns that they ostensibly «force» consumers to get the firm goods. It isn't absolutely true – we will remember, for example, unsuccessful attempts of company Coca-Cola to present to the market new soft drinks or originally negative reaction of consumers to a car model «Ford Sierra». Two thirds of new production come to grief already on the first steps on the market. Companies should consider requirements of consumers and the market and to adapt for them the production The purpose of sales consists in convincing the buyer to get an offered product. Successful marketing provides presence of the necessary product in a proper

Internet place and proper time. These are main principles of marketing – «as a result the consumers always receive what they want». Marketing is the process uniting possibilities of a company and need of the consumer. So, the buyer satisfies the requirements, and the company receives the income of sold goods. Global network Internet has made electronic commerce accessible to companies of any scale. The electronic show-window in World Wide Web gives the chance to any company to involve clients from every corner of the globe. Similar on-line business forms the new port for sale – «virtual», almost not demanding material investments. If the information, services or production (for example, the software) can be put through Web all process of sale (including payment) can occur

on-line. Therefore the given theme seems actual for consideration. E-marketing introduces new features and advantages in comparison with the traditional marketing. Here some of them: 1) Key role transition from manufacturers to consumers One of the most fundamental qualities introduced by the Internet in the world of modern commerce is key role transition from manufacturers to consumers. The Internet has made a reality for the companies possibility to draw attention of the new client of all for tens the seconds spent by it in front of the screen of the computer. However at the same time it has given the chance to the same user to pass for some clicks of the mouse to any of competitors. In such situation the attention of buyers becomes the great value, and the established mutual

relations with clients the main capital of the companies. 2) Globalization of activity and costs decreasing The Internet considerably changes spatial and time scales of commerce conducting. It is the global communication medium which does not have any territorial restrictions. Access cost to the information doesn't depend on remoteness from it, contrary to traditional means where this dependence is directly proportional. Thus, electronic commerce allows even to the smallest suppliers to reach global presence and to be engaged in business on a global scale. Accordingly, customers also have global choice from all potential suppliers offering the demanded goods or services irrespective of a geographical arrangement. The distance between the seller and the buyer plays a role only

from the point of view of transport costs. The time scale in the environment of the Internet also considerably differs from the usual. High efficiency of communicative properties of the Internet provides possibility of cutting-down of time for search of partners, decision-making, realization of transactions, working out of new production, and etc. Besides, its communicative characteristics possesses the high flexibility allowing easily to make change of the presented information, and, thereby, to support its urgency without a time delay and expenses for distribution. The effects above also lead to considerable cutting-down transactional costs, that is the costs connected with adjustment and maintenance of interaction between the company, its customers and suppliers. Thus cost of