arrowPart I:

4 Ps
Consumer Decisions
Marketing Mix
Relationship Marketing
Hunters & Browsers
Push vs. Pull
Reach & Frequency

Part II:
Should your
be Online?

Customers Online?
Competitors Online?

Part III:
to Avoid

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

Consumer Decisions
Generall accepted models of consumer behavior can be applied to the Internet. The better you understand your customers, the better your chances of satisfying them. We're going to touch upon two important concepts: the consumer decision process and diffusion.

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.
Lights go off when we analyze these steps in terms of the Internet:
    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.

    arrowNext Section: Diffusion

Susan Ives
Square 1 Internet
(210) 694-4582
FAX (210) 694-IVES
Bill McGaw
iWay Solutions
phone: (210) 696-9800
FAX: (210 696-4900