February 21, 2011
University of Phoenix
Sample Persuasive Message
Electronic commerce’s pace and ever spreading popularity has become a momentous day-to-day global trend. As a result consumers around the world are benefiting from the variety of choices offered through e-tailing. Besides increased choice of products and services, e-tailing has become the most cost saving commercial means for time and effort. “Retailing conducted over the Internet is called electronic retailing, or e-tailing, and those who conduct retail business online are called e-tailers. E-tailing also can be conducted through auctions. E-tailing makes it easier for a manufacturer to sell directly to the customer, cutting out the intermediary” (Turban et al. 2008, p. 98). Competitiveness motivates e-tailing as a result of its global outreach competence. In this manner traders ensure existing clientele retention and increase their customer base with new ones. However, e-tailing success does not simply come at a silver platter. Traders need to conduct ample research and extensive marketing to remain competitive. E-tailing opens a global front of competitors and thus traders require an in-depth comprehension of online consumer behaviors and that of competitors. This paper aims to classify three behaviors inherent in e-tailing, explain how each medium enables e-commerce. The communications medium, in which each behavior occurs, is analyzed in the communication process. This analysis will include descriptions of the purpose, sender, receiver, message, environment, technology, noise, and feedback. Last, the paper will also encompass a sample persuasive message aimed at a virtual audience. Behaviors of E-tailing
A process of surfing the net for services or products brings scores of factors in a consumer’s mind. “Sound business thinking, visionary leadership, thorough competitive analysis and financial analysis, and the articulation of a well–thought-out EC strategy are essential. So, too, is ensuring appropriate infrastructure, particularly a stable and scalable technology infrastructure to support the online and physical aspects of EC business operations” (Turban et al. 2008, p. 98). Therefore, a client accustomed to the effect or benefit of a specific product or services would find it easier to kick start the searching process with that brand name. The underlining principle is that such a consumer connects with the brand as a result of constant application and product acquisition through traditional retailing. In this way the product brand name and consumer have created a vivid affection, consumer trust, and this lingers in the consumer’s recollection while conducting an online search. The purchasing process, the commodity, and the bond of affection illustrate an e-tailing behavioral model of a given consumer. The fundamental objective of an e-tailing site is to exert a positive influence in a consumer’s mind, by eliminating all potential inhibiting factors so that the consumer places the order without hesitation. Consequently, an e-trader would hope that the sold commodity helps to cultivate the necessary trust, confidence, and loyalty in the consumer to guarantee a recurring site and succeeding additional sales. The initial phase of consumer behavioral model analyzed here is the purchasing process. At this phase an online site should guarantee security of its online payment method, authenticity of the site, competitive pricing, orderly commodity shipping logistic, and delivery time frame after the payment process. This phase should employ a relentless marketing strategy to overshadow rivals offering the same products or services. This would include free shipment, probable discounted prices on ordering point’s accumulation. This can also include product samples or limited day’s trials on software offering in cases of...