Mini-Case 9-1: Marketing a Nonprofit - Virtual Opportunities

Question

Examlex · Accepted Answer

The Answer is According to Myth 2, "If I launch a site, customers will flock to it." To avoid developing a Web site that no one knows about or can find, New Wave Chance should print its Web URL on everything it publishes. It should distribute flyers and newsletters to schools and local organizations in the community, and send out press releases with the URL.
Note: Students should be able to apply the basic e-commerce suggestions for designing a "Killer Web Site."
∙ Understand your target customer.
∙ Select a domain name that is consistent with the image you want to create for your company, and register it. The ideal domain name should be short, memorable, indicative of a company's business or business name, and easy to spell.
∙ The page should be easy to find.
∙ Give customers want they want.
∙ Build loyalty by giving online customers a reason to return to your Web site.
∙ Establish hyperlinks with other businesses, preferably those selling products or services that complement yours.
∙ Include an e-mail option and a telephone number in your site.
∙ Give shoppers the ability to track their orders online.
∙ Offer Web shoppers a special all their own.
∙ Follow a simple design for your Web page. Specific tips include: avoid clutter, avoid slow downloading of huge graphics, include a menu bar at the top, make the site easy to navigate, incorporate meaningful content, include FAQs, identify privacy and return policies, avoid elaborate typeface, do not misspell words, don't use small fonts on busy backgrounds, use contrasting colors, and be careful with frames. Test the site on different monitors and Web browsers.
∙ Assure customers that their online transactions are secure. Use proper security software and encryptions devices.
∙ Post shipping and handling charges up front.
∙ Keep your site updated.
∙ Consider hiring a professional to design your site, but do not give him/her free reign.

Mini-Case 9-1: Marketing a Nonprofit - Virtual Opportunities

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