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- Believing that having a web site will lead to instant sales.
- Believing that using the Internet is an easy way to make one's business
and products known worldwide. At the end of 2000, there were nearly
a third of a trillion pages on the World Wide Web, and the number is
increasing exponentially. It is important to remember that being present
on the Web does not necessarily mean being visible.
- Believing that an Internet site will replace other promotional techniques,
rather than fit into the firm's overall promotional strategy.
- Not spending enough to promote the web site by using e-mail messaging,
registering with major search engines, direct mailing, updating business
cards and letterhead, and using traditional methods to advertise the
web site.
- Not spending enough time on the site's content layout and on facilitating
navigation. The fastest way to lose potential customers is to make the
web site difficult to use.
- Making the site difficult for online purchases.
- Not updating the site frequently.
- Believing that distributors, sales representatives, and other intermediaries
will disappear with the advent of the Internet. Many manufacturers are
not equipped and are not willing to deal with the individual firm or
person ordering a product.
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