Page 238 - Business Principles and Management

Chapter 9 • E-Commerce

Technology tip
3. A Web site that is very slow or frequently does not work
4. Poor customer service
Advertising, careful pricing, and even online coupons are proving to be impor-
tant in encouraging consumers to try online buying. Most important, however, is Sales copy on a business’s
an inviting, easy-to-use Web site with effective customer service. If consumers Web site should be short and
have a bad experience with a company’s online sales, it is very difficult to get them to the point. Paragraphs
to come back. Consumers say that low prices and special offers will not influence should be limited to fewer
them to use an online business again if they have had a bad shopping experience. than 10 lines each. Use bul-
Because of the growth of the Internet and e-commerce, many organizations leted lists, indented para-
have begun to identify the best Web page designs and most effective online busi- graphs, bold or colored type,
ness sites. The Webby Awards were developed by the International Academy of and other devices to break
Digital Arts and Sciences to recognize the best Web sites each year. This associa- up copy.
tion presents awards in a large number of categories, including “commerce,”
which identifies the best business uses of the Web. Experts select one set of
awards, and consumers vote on another set.

CHECKPOINT

List four leading e-commerce companies and their
business areas.

9.2 Assessment

UNDERSTAND MANAGEMENT CONCEPTS
Circle the best answer for each of the following questions.
1. The three stages of e-commerce development for the Internet
include all of the following except
a. offering information only
b. progressing to interactive capabilities
c. developing online videos
d. integrating business transactions on the Web
2. Most people use the Internet for
a. purchasing products
b. research and communication
c. online gambling
d. playing interactive games

THINK CRITICALLY
Answer the following questions as completely as possible.
3. Describe the difference between a dot-com business and a bricks-
and-mortar business.
4. Explain how a dot-com business can increase
customer loyalty.

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