basic-guide-to-exporting_Latest_eg_main_086196

Because such a website is often static and does not require the software systemsnecessary for online transactions, design and maintenance are less expensive than fora transactional website. An informational website is ideal for companies that marketproducts and services that cannot be provided online or goods that cannot be soldonline. A modified version of this kind of site permits the buyer to shop online for thebest price from competing vendors providing the identical product—for example,authorized car manufacturers. Information on options available for a particular modelallows the buyer to visualize the configuration and obtain an estimated price for thevehicle.E-MarketplacesThese sites are market-makers because they bring buyers and sellers together tofacilitate transactions. Participation in a brokerage often provides an efficient wayof finding a customer without the expense of building a proprietary transactionalwebsite. Types of brokerages include auctions, virtual malls, and matching services.There is a profusion of marketplaces including eBay, Amazon, and China-basedAlibaba. As these platforms establish fulfillment centers around the world in theirquest to be closer to customers and to deliver orders faster, some of them make bulkpurchases from suppliers and arrange all logistics themselves.Market Development on the WebAs with brick-and-mortar enterprises, market development is an essential ingredientfor websites of all types and must be an integral part of your company’s e-businesspresence on the Internet. Your company should consider and evaluate theadvantages of advertising online as an extension and a component of your corporategrowth strategies. Advertising messages often appear on portals or on other websitesthat draw viewers with content(e.g., news and information)and services (e.g., e-mail, chat,and forums). You may seek toadvertise on search engines thatattract high traffic volume or totarget a specialized demographic.Some portals sell favorable linkpositioning or advertising keyedto particular search terms in auser query. Companies may alsoconsider using an advertisingnetwork that feeds ads to anetwork of websites, therebyenabling large marketingcampaigns. These options areavailable in the United States andinternationally in English or inother languages.The CAN-SPAM Act sets requirementsfor senders of commercial e-mail toconsumers. Enforced by the Federal TradeCommission, the law specifies (in part):• Header information—routing information andinformation in the “From” and “To” lines—cannot befalse or misleading.• Subject lines cannot mislead recipients about thecontents of the message.• A return e-mail address or other mechanism must beincluded to allow recipients to opt out of receivingfuture messages, and opt-out requests from recipientsmust be honored.• An included clear notice must advise recipients that themessage is an advertisement and must provide a validphysical postal address for the sender.For more information, visit ftc.gov/spam.124U.S. Commercial Service • A Basic Guide to Exporting