ls among approved vendors has become a reality. Customers’ preferences data that are very important for the companies can be gathered via the internet. Finally, several aspects of internet-based marketing have the potential to create customer discontent. These problems can be avoided with a well-managed policy for the site. In other words, when the site is well-structured, nice colours are used, and everything is clear the problems of customer dicontent are eliminated. Furthermore, most manufacturers’ web sites provide distributor and retailer access information to inform the customers. Sometimes customers using web sites to gather information are likely to get confused by the large amount of detailed data on such sites. It is necessary to provide information about a certain product, however, the amount of data should be limited in a way that the data is clear.There are many issues involved in using the internet in marketing. Only companies that can identify and implement appropriate internet roles and related marketing strategies combined with some competitive advantage, will become profitable. Nowadays, a presence on the internet is a must, however, a firm should first look at the costs involved. A mere internet presence offers competitive survival rather than a competitive advantage in the global market. International marketing may become more convenient and faster through the internet, but it is not automatically cheaper when the total cost of all phases are taken into account. Structural issuesLike already mentioned before, the structural issues have most influence on consumer internet marketing. Companies face several challenges in reaching global marketing through the internet. The challenges can be divided in four segments – economic, technological, social and legal. ( The challenges facing global e-commerce, Bingi, P., Mir, A., Khamalah, J.)Economic dimensionFirst of all the costs of developing an internet pro...
