On-Line Marketing

The World Wide Web was started in 1990 as a way for researchers to communicate easily over the Internet (Skinner, 1996, p. 9). Since then, however, it has grown into an international market where businesses advertise their products and services. A 1996 survey by Dun & Bradstreet Corporation's Nielsen Media Research reported that approximately 24 million people in the United States and Canada are on the Internet. Skinner observes that number is 11 percent of the North American population over age 16 (1996, p. 9). Consequently, the Web provides a significant market for businesses, and it is likely the number of people accessing the Web will only increase in the future. Thus, the question is not whether a company should advertise or do business on the Web (Schultz, 1996, p. 7). The real question is how a business will establish a presence on the Web and what facilities they will use to encourage consumers to access their Web site and purchase their products and services (Schultz, 1996, p. 7).

This paper focuses on the use of on-line technology in the bookselling industry. In recent years, the trend in the industry has been toward the growth of megastore chains such as Barnes & Noble and the squeezing out of smaller independent or specialized bookstores. Avid readers have decried this trend because it is often not in the best financial interest of a large chain to provide the specialized product and services

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says: "We're never going to have sofas; we're never going to have lattes," referring to companies such as Barnes & Noble, one of the most successful booksellers and bookstore chains in the United States today (Rebello, 1996, p. 106). However, Bezos is aware that by targeting his audience and providing a specific, specialized service, he is able to generate sales. Amazon.com draws in hundreds of thousands of visitors to its Web site each day. Bezos is able to generate such interest first and foremost because he houses a very large inventory of 1.1 million books, more than five times the inventory of typical stores (Rebello, 1996, p. 106). In addition, he offers incentives such as a 30 percent discount on best-sellers. Rebello argues, however, that what really keeps consumers interested in Bezos' Web site is the feeling of community he has created (1996, p. 106). Improving Customer Service Bezos observes that people do not visit his Web site solely to buy books. Many visitors come merely to hang out at the site. "The No. 1 thing we work on is making the store a fun place to be," Bezos says (Rebello, 1996, p. 106). Because he cannot offer the comfort of sofas and coffee, Bezos creates a special ambiance by having authors
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Some common words found in the essay are:
Bezos Rebello, Operations Schultz, Managing Change, Regulations Nevertheless, Hsu Lockwood, Barnes Noble, Bezos Amazoncom, United Rebello, Company January, Business Week, 1996 106, rebello 1996 106, rebello 1996, murphy 1996, web site, waltner 1996, on-line marketing, bulk e-mail, customer service, products services, 1996 38, murphy 1996 18, january 15 1996, waltner 1996 22, maddox 1996 38,
Approximate Word count = 2675
Approximate Pages = 11 (250 words per page)