The ‘classic’ marketing decisions are no longer working. The first feature of this market – a limited number of buyers, and uniqueness, almost every transaction. Create a consistent supply for all customers is not possible. Another important feature is the difficulty in making a purchasing decision. Purchase of equipment requires substantial investment, and the final decision in a long process, which can be significantly reduced by eliminating dozens of meetings and hundreds of phone calls and a significant reduction in the volume of paperwork, posting the information on the multi-electronic trading sites. Internet marketing is becoming a professional way to promote industrial equipment can be grouped into three major categories: Executive Sales – manufacturer sells its products through its own international or regional offices. This is the most expensive way. Dealership sales – manufacturer sells its product to dealers at special prices, providing them with warranty and other benefits.
The implementation of the final consumer without middlemen – the ‘cheap’ and the most popular option. This pattern of sales is a common way manufacturers operate on the local market. Themselves Manufacturers say the main ways to promote: * Trade shows, fairs, special seminars * Placing on the profile of electronic sites, corporate sites * Advertising in the press; * Direct marketing: mailing, phone calls. In practice, the situation is slightly different: one of the main ways to attract customers to remain your private communications. Few producers can afford to participate in specialized exhibitions, fairs and seminars. The effectiveness of short commercials is questionable, as economic activity over the Internet is growing. And if before the business relates to the possibility of world wide area network skeptical, but now the situation has radically changed.
Internet has several obvious advantages. First of all, speed. Not all players are available as references in the relevant telephone numbers, it is very difficult call, and sometimes expensive due to long-distance call. In addition, the offer of interest can be obtained only through a half or two months after the request. Second, the Internet is cheaper and more accessible all other listed methods. Participation in the exhibition and numerous related expenses (travel to the place of organization of the exhibition, travel and transportation equipment) is hundreds of times higher than the cost of Internet access. Interactive business to business becomes necessary, and at the same time simple and convenient for the effective functioning of the market of industrial goods, where there are producers and buyers.