The internet application called the world wide Web (WWW) is one of the
technological tools that is making a significant impact on marketing. The
Internet is a wed of more than 2.2 million computers linked by telephone on more
than 32,4000 connected computer networks and is accessible in 135 countries and
territories (Kotler).
This medium provides relatively inexpensive way for
companies to advertise their products to millions of people, 24 hours a day. It
also opens up the home-shopping market and gives consumers easier access to
international markets. It is convenient for customers because they can order
products wherever they are, and they don't have to deal with things like
traffic, parking spaces and useless trips when items are out of stock. (Kotler).
Consumers can also compare information about different or competing companies
more easily because information is literally at their fingertip. Consumers don't
have to deal directly with sales people and be influenced by them to make
purchases. Companies can also stay in touch with their customers and suppliers
by creating web pages and setting up internet addresses to receive e-mail from
customers worldwide. The WWW also provides a quick way to link employees to
remote offices that may need to formulate and develop marketing plans and
strategies. The communication limke to these offices also offers the ability to
distribute information like sales information more quickly, which could result
in better decision making.
