set up shop on the web could be disastrous without the proper research andattitude, because the technology lacks such mission critical features as management,backup, security, and performance management. Some businesses, such as Pizza Hut,simply may not have Internet-using customers; however, the low cost of setting up on theInternet stills remains a good argument in favor of doing so anyway. A good gauge ofwhat advertisers should focus upon comes from what type of audience they are playing toon the Internet. Net users want advertising to be informative. A reason for thisadvertising approach focuses upon an Internet user profile with notes that users arepredominately educated, discerning individuals. A survey of users by a commercialmarketing firm found that eighty-seven percent possess a college degree and sixty-sevenearn more than $50,000 per year.What are the best ways for business to market goods and services on a computernetwork occupied by such individuals? Experts on the use of the Internet, some of whomhave played major roles in linking its twenty-five million users, are uncertain. Someexperts stress the unique cultural norms, which are evolving among Internet users as thebest way for business to develop an Internet customer base. Among the major barriers tosuccessful marketing are security concerns. While the net is viewed as more user friendlythan interactive TV, transactions are , as yet, few because of technology hurdles. For one,the net is not a closed system, which raises concerns of security. In addition, the differingcomputers and networks that comprise the net make developing transactions difficult. TheInternet also requires competitive effort from entrepreneurs because governmentbureaucrats and their associated tax payer-supported groups will not provide the bestinformation superhighway. This leads to widespread concerns that the Internet willbecome breeding ground for monopolies as groups struggle to gai...
