Using the Internet to new markets and products

1. The purchase by the distributor of books in a library oniine WH Smith, carried out in 1998 to 9 million pounds.

2. The case of the Dell Computer, which sells PCs and estimates to make sales worth 6 million dollars a day thanks to the support of the Internet (used both to boost the purchasing decisions for both the conduct of order online).

3. Microsoft, which launched a number of new sites that allow consumers to purchase cars, travel, securities action! and much more

4. The case of an English company as the HR Johnson, which sells tiles to international distributors (www. Johnson-tiles.com) and created an extranet to receive orders via the Internet.

Although it is the attractiveness of the increased revenue that has led many companies to enter the Internet, be present on this powerful tool also offers other benefits. Consider the example of express courier. Many of the services that were once provided by these companies through telephone operators are now handled via the Internet, allowing a significant savings in operational costs. This case is illustrated in the Mini-Case Study 1.1. In these situations, the online management can offer the customer a better service in terms of convenience, however, some customers prefer the "human touch" and for them, therefore, must be maintained even telephone service. Thanks to the Internet, many companies can also achieve savings on printing and distributing promotional material, price lists and other marketing communications.