Part II:
Should your
Business
be Online?
Customers Online?
Competitors Online?
Cost?
Benefits?
Risks?

Part III:
Marketing
Blunders
to Avoid
Netiquette
Legal Blunders
Distribution and Pricing
Graphics and Design
10 Blunders to Avoid

Part IV:
How to
Do It
Bare Bones Marketing
Getting Noticed
Call to Action
Repeat Traffic

You'll recall that the 4th P of the Marketing Mix is Place. The Internet has turned the channels of distribution topsy-turvy by enabling everyone to sell directly to the public, bypassing all the middlemen.

Let's look at an example. Mary handcrafts widgets. She sells them at her own small retail outlet in San Antonio. She also laboriously cultivates other widget galleries across the Southwest who buy from her at wholesale prices.

What will happen to Mary's relationships with her out-of-town wholesale clients if she starts selling her widgets directly the public in her cities via the Internet? Will they drop her product line?

How should she price her Internet sales: the same, lower or higher than her wholesale customers charge at their stores?

Would her wholesale clients be more likely to accept her Internet presence if she advertised their stores on her web page?

How would Mary be affected if her clients started advertising on the Internet too?

Should she only attempt to cultivate more wholesale customers via the Internet and not sell directly to the public?

Next Section: Graphics and Design Blunders