ars and Lowes, but do not threaten their dealers by directly selling to consumers on the Internet. They use the Internet to advertise their products and services, and offer links to dealers from whom consumers can make purchases (although on the Whirlpool site you can buy Whirlpool accessories.)Which marketing channels should companies consider? Should they opt for direct marketing via the Internet in hopes to reap the vast rewards other pioneering Web companies have? According to reserch firm Jupiter communications, the more marketing channels the better. "Shoppers who take advantage of more than one selling channel-print catalog and Internet, for instance, or Website and store-- spend a whopping 30% more than those who use one channel only. What's more, Jupiter predicts that in 2005, U.S. consumers will spend $199 billion online--but they'll spend more than $632 billion offline as a result of online research regarding their purchase. It seems, then, that a Website may be even more valuable as a catalog or store traffic driver than as a selling channel." Review the reviewers Catalog Age; New Canaan; Oct 2000; Moira Cotlier;...
