Page 237 - Business Principles and Management

Unit 3

FIGURE 9-4 Sizes of Common Internet Advertisements

Full Banner 468 x 60 pixels

Half Banner 234 x 60 pixels

Micro Button
88 x 31 pixels

Button 120 x 90 pixels

Vertical Banner
120 x 240 pixels

they will receive poor customer service if there are problems with the order or
the product. To be successful with e-commerce, businesses must create Web
sites that move customers from gathering information to making a purchase.
Customers must have confidence that the shopping experience will be positive
and trouble free.
Online shoppers are often very loyal to specific businesses and brands. They
usually prefer to shop at the same businesses and buy the same brands that they
have traditionally purchased. However, they will switch to other businesses and
brands if the online shopping experience is not satisfactory. Consumers list the
following factors as important in maintaining their loyalty to an e-commerce
business:
1. An understandable, easy-to-use Web site
2. Getting products quickly after ordering them
3. Familiar businesses and brand names
4. Useful and accurate information
On the other hand, the factors that cause customers to switch to another com-
pany for their online purchases are:
1. Out-of-date or limited information
2. Slow response time in answering questions, processing orders, and shipping
merchandise

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