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The both of the components are equally important; a greater part of the
challenge of the web marketing lies in the second component. In fact, over the
long term, more of the opportunities too lie in this component.
Convenience:
First, sitting at home, the customer can purchase the products and services.
He can escape all the hassles
involved in conventional shopping,
which include a physical visit to the
shop. More importantly, he can
escape the frustration involved in Dell computers
going all the way to the shop just to Dell Computers sells its custom-made PCs
know that the product he was looking to the customers on the websites. The
for was not available there at all. consumer has to log onto the Internet, visit
Second, he can order his requirement the Dell website, select his specifications
at any time – day or night – and from and place the order, keying in his credit
wherever on the globe he is located. card number. Dell delivers the PC at the
Third, he can have a complete customer’s doorstep within a few days of
online interaction with the marketer; placing order. Interestingly, only after a
he can have an online demonstration consumer thus places an order on the web,
of the product; he can place an online does Dell commence the assembling of the
order; he can also pay online and customized PC. Now, Dell sells computers
worth $10 million in this fashion every day.
complete the whole purchase process
on the web. In short, he can shop
privately, conveniently and swiftly.
Competitive Buying:
Scope for informed buying is the second major benefit from web marketing
for the consumer. The web offers him access to a great deal of information about
the products and services he is looking for.
Legal/regulatory Problems:
The first set of problems emanates from the absence of a legal and
regulatory framework for e-commerce.
Infrastructural Problems:
As of date, India does not have the infrastructure needed for effective web
marketing. While individual firms may accept the limitations and make a
beginning, for web marketing to become a normal form of marketing in the
country, the infrastructural constraints must disappear.
difficulty in logging onto the Internet because of the poor quality of the last mile
connection.
of India’s telecom policy, which has all along been favoring closed user networks.
o Problem of hacking
Commercial Problems:
Problem relating to payment – Payment problem is one of the significant
elements of commercial problems. Apart from the legal dimension discussed
earlier, there is a commercial dimension to the payment problem. The no.1 malady
is the low density of credit cards, debit cards and smart cards in India. Added to
this, in India, even those who have such cards cannot make online payment through
their cards to international sellers. The regulations in vogue constrain Indians in
transacting through credit cards with suppliers in foreign countries.
Other Problems:
Confidence in the system is low – Another problem is that confidence in
the system on the part of potential users is still low. The absence of legal
framework already highlighted is one aspect. Corporate and household-consumers
alike seem to be still skeptical about the efficacy of the process. Surveys indicate
that even those who are considered as prospects for the system are not happy to
buy on the net; they feel that they cannot be sure of the quality of the products
bought or their timely delivery. Marketers on the web in India obviously have a
long way to go; they have to create the necessary confidence among the potential
customers and persuade them to see web marketing as a perfectly normal way of
doing business; they have to make them comfortable with the innovation.