It is noticeable , that several process of planning plus in Internet - promotion begins with definition of the purposes and evils (tasks). The possible(apparent ) purposes of the business (classes of the purposes are extra correct), the preparations formulated at a stage for creation of a place are stacked in solitary of four types (program ):

1. Decrease(decline ) in outlay on the primary roads with the potential punter . Problems(tasks) which are deposit here before a position in this type of the principle is a reduction of the universal (common) operating time of experts of the business with the client in all route of the communications which is reached(achieved) opening of all for the bill diminish (reduction) within time of internal plus telephone discussion .

Let's imagine all process of the roads with the potential buyer , as a ladder by set of steps on which we should walk consistently for achievement of an overall objective - the bond . First of these nooiaiae is acquaintance with a product, preceding - signing of the contract (otherwise other fruitful termination(finale ) of the communications, depending on trade - practice is near can be a relief , editing, the conclusion of the deal to other service plus so on). During any minute , rising in the communications on a ladder from these nooiaiae, the client passes from occupation with a site to job straight with employees of the company (otherwise with recruits of the companies of dealers), consequently it is obvious, that the effective costs through the patron are much higher during case of internal before telephone chat , the certainty , and is a modest bit extra effective (since the one always explains better and convinces, than the printed text).

during the painstaking case the problem(charge ) of a site - to remove the second of change of the user starting job with a place to career with the representative of the business as it is promising further by the end of a ladder of communications, within an supreme - up to the end (what even is realized into some Internet - shops or is even $extra often - in network services). by the outflow of this shift occasion of people of the company is saved plus , accordingly, charge of fulfilment of sale is compact .

This mode of the purpose is applicable for all individuals cases when the bulk of a target viewers is big , a produce rather heap , his(its) buy needs miniature time for acceptance the decision with usually it is not necessary for purchase of additional consultations. At the similar time, ia??a by sale miniature , and progression of auction is satisfied . These parameters - are optimum for a alternative such because the use " decrease(lessening ) in expenditure ". Characteristic examples - Internet - shops of computers and garnishing , perfumery, books, contemptible and not so already home appliances, and also the announcement of tourist trips (it is outstanding on mountain directions).

To this mode of the purpose go , as it is previously understandable, all Internet - shops, however, not only they. repeatedly for grasp of the transaction otherwise granting of service attendance at headquarters as, for example, at sale of tourist permits, on the additional hand, here is a certain list which is not sold on the Internet via virtue of his(its) else low charge (for example, soda water) is necessary. into the third, here are companies which fail direct retails, nonetheless , stimulate during the marketing retail require , as, for example, representations of the western speed -automobile manufacturers. into this casing the difficulty (task) of a location cannot be executed into that number as inside Internet - shop, however, the user should come previously in store either within tour charity or into a cruise show, etc., already prepared: he should hold knowledge that particularly is necessary for him, how much it can fee , what situation of escape and others important for the put kind of production of the quality . In this case, they minimizes instant of chat with the representative of the corporation , reducing expenses of the company for realization of sale. And all necessary volume of the opening information essential for training of the client gives, consequently , a location .

2. The timely conclusion to personal e-mail to the representative of the business of the potential customer at insight of key sale. because opposed near the earlier type of the idea of the company the problem(undertaking ) in drop of an operating instance of the potential consumer with a site and the timely his(its) switching on the representative of the corporation as such here is put. Or, words in conditions « ladders of communications » - to power the budding client to make change of online in ioeaei accurate at the beginning of a stepladder . The functioning costs through the punter thus fundamentally grow, except also the overall act with it(him) because as it was already spoken, the alive individual convinces essentially better concurrently grows and explains, than the wording on the screen. because a product of such job the percent(notice ) of unbeaten communications essentially increases (renovation of company of the site vocation , etc. inside clients), and also increases the regular size of purchase.

The sphere of application of the place constructed within view of this nature of the purpose, describes the companies which industry is characterized big ia??ie concerning which expenditure on auction are unimportant , high technical complexity of the delivered goods before services, stretched time of decision-making regarding purchase, within great number of management , say, all those cases when purchase anyhow weight great amount of parley and cannot be official through the Internet.

As examples it is probable to give building services, the real parkland , the production equipment, navy of the help on the address (as sound as the majority of services inside general). Besides all work equipment which is inside most cases completed, departure to and delivered alone under all order now enters.

3. enhance in trustworthiness of regulars of the company through the rationale of fulfilment of constant sale. since against original two types of the purpose, here there is no speaking about prime contact. An audience of the spot concerning to this mode of the purpose are people which already are clients of the corporation , and the problem(errand ) facing near a place - to support to them a constant during use of products before services of the corporation . Thus, the sites concerning to this type of the reason , lay following a plane of a ladder of the communications with the clients, painstaking by us in the previous holder .

Necessity for sites of this manner arises into case of a stretched cycle of consumption of production on the lone hand, and necessities (otherwise even desirabilities) added instructions, garnishing , account supplies , drivers, etc. for use on the extra hand. The most understandable example are every promising technological strategy from computers up to digital cameras and added technics(scientific equipment) before the software. with we can see, to sites of the huge international companies delivering such production, into the large degree are focused on user buttress .

Besides the increase within loyalty is required for services with periodic recompense is a different nature services, preparatory (beginning), for example, beginning access near the souk forex and finishing(stopping) a subscription to news editions (the closed sections). within this folder consumption of a product does not demand several additional information, however, a problem(mission ) of a site foremost of all is the increase during loyalty of the consumer . And we can observe , that the large overhaul companies vocation for this purpose daily.

by last, the problem(assignment ) of multiply in allegiance of users faces near sites of the huge companies, which production and so it is sound -recognized (for example, the same Coca-Cola). within the markets where nearby is this company (vigorously there is) a share of users with which it is essential to absorb for the first occasion - is insignificant, but , it is necessary toward spend daily job on repeated pull of the client toward production of the business . And this problem(errand ) in piece can be shifted besides on a site and then the site motivation be concerns to this type of the principle .

4. Attraction and deduction of a end audience with the principle of sale of associates to this target viewers to the foreign advertizer. into other language , the sites belonging to this brand of the purpose, name « marketing platforms ». As against all three prior types of the purposes, this type of the reason does not concern directly to sales neither toward primary, nor to secondary.

upholding of a stable addressees of an advertising dais is a job on increase inside loyalty of an spectators , but, because against sites of the third variety , it is necessary to achieve from an spectators of exhibit of faithfulness , adherence not to the stamp of the corporation which not so and is vital , but to actually spot , to the information submitted on him, near a arrangement of this information, etc.

The sites re to this type of the principle , can bear out two problems(errands ) are here can live simply publicity platforms built for greeting of the profit from accommodation of advertising, but it also can be and "receptacle " advertising platforms, that is platforms created by the sole purpose - reception of a object audience on a thematic site and ia?aiai?aaeaiea a significant component of a target viewers on "promotion " site of the business more often the original type.

The type of the function chosen the company for the trade on the Internet, defines(determines) a design of the location , tools second-furnish on a site, organism of steering of a site, the information continuance (contents), mode of capitulation of the information. really , the pick such because the principle of a site is the original main piece of tactical planning of Internet - marketing (the second factor the style of a target listeners is).

earliest two types of the purposes since it is well perceptible from their description, - antipodes. The sites calculated for feat of these two purposes have indispensable differences into navigation, information filling, a design and used gear . So the site belonging to nature is added whole " shrink (reduction) within costs " can to contain the multifaceted (difficult), ramified, multilevel navigation since assumes career with further interested, aggravated audience which understands a problem superior and contains usually enormous volume of the information. On the different , the place belonging to type of the function " the punctual conclusion to contact ", must have most simple makeup and organization of direction-ruling as he does not assume every job of the consumer on processing the information taking rest on a site.

Besides the location belonging to type of the purposes " cut (reduction) inside costs ", should contain the logical, prearranged texts exactly explaining to users, what factors they should win into version correctly to make the decision, and even it is accurately on stepladder bringing the user to the assessment of the problem(assignment ) put before it(him). The site belonging to style of the purpose " the prompt end to contact ", must contain texts foggier, "bewitching" the user to create at him(it) thought , that he cannot formulate the accurate decision, not having consulted with workforce of the company plus to present there and then the prompt label of the employee of the business for conference .

Distinctions amid sites of other types of the purpose not so are obvious, however, and they too completely not small. therefore , for case , user buttress needs the essentially superior volume of the information, than, answer , for a conclusion of users to contact, and for structurization of this information it is requisite to construct complex(difficult) multilevel systems which in one way execute not support type of the use « the prompt conclusion to contact » (with to several another also). equally on a site stanch to consumer support regularly total muster that allows to part clients of the corporation from sporty passers-by is used and to not open the kitchen(cookery ) to the right and on the left. Being the untreated tool by job with people which already include attitudes(kindred ) with the company (consumers ), registration motivation frighten sour appreciable integer of users in all other cases.

Apparently from the above-stated examples and metaphors , various types are added whole cannot to live combined on one place is it is unachievable , as distinctions between them are moreover great. Thus for everyone chosen the company such as the purpose it is essential to craft the divide site which is transport out harms (tasks) assigned to him(it) plus only of them. consequently the part site does not imply a separate domain name, a hosting, the software - "arrow " of a site, except designates a little crumb other muster , a miniature bit diverse structure of navigation, extra accents(stresses) within texts. accordingly , on the same area some sites can exist combined, since for case , on a site of company Olympus are here simultaneously with a location of similes of novelties and the various trade goods (fall (reduction) into costs), with a location , offering(suggesting) the driver, extra accessories, commands and examples for already owners of various digital technics(technological equipment) the companies (hold ). And it is a lot of such examples.

As it is possible to understand already from examples, at one business some types which can be can be added whole are solved through the Internet, furthermore , at the company subsequently much approximately will the sites deciding(solving) separate problems(tasks), how much is the business - processes directed outside of the company.

And actually variety of the business - processes applying for their carry (filled or fractional ) in the Internet occurs in the company the analysis of, as far since this selling - course (and the question is only the business - processes directed outside of the business ) can be realized on the Internet. For example, qualification we shall analyse the company busy in architectural projects it(she) has only three we (acknowledge )((allow)) business - means is:

    *

      Designing of country houses for finishing clients (career with the customer being , cost of the scheme is exceptionally high, patrons can uncover the business through the Internet the prompt close to contact, consequently , the query is mode of the purpose «);

    *

      Designing of small deserted buildings (the trading pavilions separately attraction iaeiyoa?iua structures of household reason (appointment), etc.) and designing of reconstruction of decayed structures for company customers (profession with the customer individual, but differs since the before item(tip ), however, patrons all the same can find the company through the Internet, so , speech all the identical goes on type of the principle « the prompt conclusion near contact »);

    *

      Designing of multi-storey built-up buildings for building corporations (work occurs to the purchaser not purely individually, excluding negotiations with potential patrons proceed sometimes years, with search goes only on personal connections , but into any manner through the Internet, thus , this way of bustle of the company has no the attitude(relation) to the Internet and can be at the certain stage into general it is not reflected into any system in him).

hence , the elected company desires to craft one location with category of the purpose « the prompt finish to contact of the potential buyer with the employee of the business at prime contact » on which the information concerning both work with business , and career with secret (individual) regulars will be displayed.

The considered case is easy enough, here only two business - processes which can be shifted within the Internet and lone type of the principle , at the same instant , there are companies through tens business - processes (since systems, philosophy of the communications with target groups) plus with a plenty of sites of different types, with definition of these dealing - processes, opportunities of their transferring to the Internet, models of the communications beneath each task (such since the use of a site) is the introduction of development .