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your swimming pools, and your condominiums. This is wonderful! It s great advertising to have detailed information on your products in the hands of people who are about to make a purchase. This is worth a lot of money to you, and it is much cheaper than mass marketing, where you pay for ads that millions will not read or listen to. CSR time saved. One important function of your Web site must be to reduce the time that your customer service reps spend explaining things that are more easily read and printed by customers. Put thousands of pages of information on your site free. Provide a super search engine so that anyone can nd anything in three clicks. Measure your success by hours of time saved by customer service reps at $4 per telephone call. Encourage your CSRs to get customers to do the research themselves. Customers registered. Of course you want customers to register if they come to the site. Most of them won t, of course, but many will. You can follow up with an email thanking them for the site visit and answering any questions that they posed when they registered. Why is registration worth money Because you will use the email names that they give you to send marketing messages to in the future. Web visits. There is value to a Web visit, whether or not the consumers who visit print data or certi cates. Your Web page is, after all, an advertisement. We can assign a value to this, just as we do to TV, radio, or print ads. We are assuming that a Web visit is worth $0.02. Total value. Assigning a total value to a Web site is important. It permits you to decide how much to spend on the Web site, and it lets you budget for the staff that is maintaining it.
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If you do a good job of designing your Web site, it will capture many customer names every month. These names may be used for marketing programs. In this example, the total value is $1.4 million per month. Your site may not be as valuable as this, but you can use this table to estimate the bene t of your site to your company. It is probably worth more to you than you thought.
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Business-to-business Web transactions. Using the Web as an ordering site to support paper catalogs. Using the Web to sell spare parts and replacements for products sold in retail stores. Using the Web as a dealer locator. Using the Web to capture information about customers that can be used to create emails that will drive those customers to your site to make a purchase. Providing free information and pictures on your Web site to save the time of customer service reps. Using the Web to replace customer service time. Distributing certi cates through the Web. Registering customers on the Web.
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Thinking of the Web as a sales medium. It isn t. It is an ordering medium. A pure-play, stand-alone, consumer selling Web site (with limited exceptions for travel and pornography) without a catalog or retail stores. Assuming that advertising on the Web will be the main source of revenue. Catalogs on the Web without paper catalogs to drive people to the site. Web supermarkets.
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1. Why did the judge s decision in the Microsoft case lead to the dot com crash a. Microsoft was the heart of the Web.
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Selling on the Web
b. The public feared that the government was going to go after the Web next. c. Pro ts on the Web were very high. d. The Web was a major sales medium. e. None of the above. Why did Web advertising fail a. Ad prices were too high. b. There were too many ads on the Web. c. The Web is a passive medium. d. Competing media combined to kill it. e. Few Web sites depended on ads for their revenue. Why did all Web supermarkets fail a. Because no one wanted to have groceries delivered b. Because of the economics of the supermarket industry c. Because major chains fought them d. Because investors could not be found to start such enterprises e. Because selling groceries on the Web was a crazy idea What are the aws in the Web certi cate idea a. There are none. It is a wonderful idea. b. Customers will give fake email names. c. Customers will give fake addresses. d. Customers will abuse the system by sending in for too many refund checks. e. Customers hate certi cates and will not use them. Why did e-Citi fail a. Citibank did not give it adequate funding or time. b. The e-Citi customers could not use Citibank branches. c. Citibank was not very well known. d. Citibank did not devote enough employees to the project. e. The reason is unknown, since most Web banks are highly successful. Why did eToys fail a. It had inadequate market capitalization. b. Its site was not very sophisticated. c. Many competitors copied its ideas and stole its customers.
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