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

This model describes the way consumers decide to buy products. It has several steps:

Problem Recognition: The consumer decides that he or she needs something. Search: The consumer gathers information about ways to satisfy this need. Evaluation of Alternatives: He or she weighs the plusses and minuses of the alternatives Decision: The consumer decides what to buy Purchase: He or she buys it Post Purchase Evaluation: The consumer decides whether he or she bought the right thing.

Problem Recognition: Flexibility of the Internet gives expanded opportunity to address innovative ways of using your product or service.

Search: The Internet can make your information available to a global market.

Evaluation of Alternatives: But the Internet is also making your competitor's information available!

Decision: The time gap between decision to buy and actual purchase is critical. The longer the gap, the more likely a potential customer will back out of the purchase. It is critical to close that gap by accepting cybercash, checks or credit cards online.

Next Section: Diffusion