2.4.4 Communications policy

The communication policy is to establish the task on a personal and / or impersonal way of contact between suppliers and potential customers that can ultimately result in a sale.

Generally one can say that the product policy and the contracting policy should define the supply for the market. The distribution policy has to make the supply available for the market and the communication policy has the task of advertising the supply and to build up a positive image of the product and the company.

The traditional communication tools are advertising, direct marketing, sales promotion, personal selling and public relations. In addition to that there are sponsoring, trade fairs and communication through multimedia channels (Weis, 2004, p.116). The internet should not only be seen as a virtual supermarket, although there are many good possibilities to sell goods and services online. In contrast to a local supermarket goods cannot physically be evaluated, because they are not tangible. This requires a high visibility and a good and accurate representation of the goods. Therefore an online shop should offer a potential customer enough reason to buy the product online and not in one of the conventional shops (Fuzinski and Meyer, 2000, p.109).

Max Adler Salzhemmendorf Webdesign

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