Question: EXPLORING THE INTERNET
Consumer products companies with a variety of famous brand names known around the world are making their presence known on the Internet through websites and online banner advertising. The giants in consumer products include U.S.-based Procter & Gamble (www.pg.com/), Swiss-based Nestlé (www.nestle.com/), and Britishbased Unilever (www.unilever.com/). According to a spokesperson for the Unilever Interactive Brand Center in New York, the firm is committed to making the Internet part of its marketing strategy. The center carries out research and development (R&D) and serves as a model for others now in operation in the Netherlands and Singapore. Information is shared with interactive marketers assigned to specific business units. Eventually, centers will be established globally, reflecting the fact that most of Unilever's $52 billion in sales takes place in about 100 countries around the world. Unilever's view that online consumer product sales are the way of the future was indicated by online alliances established with Microsoft Network, America Online, and NetGrocer.com. Creating an online dialogue with consumers on a global scale is no simple task. Cultural differences often are subtle and difficult to explain but nonetheless are perceived by the viewers interacting with a site. Unilever's website, which is its connection to customers all over the world, has a global feel to it. The question is whether or not it is satisfactory to each target audience. Visit the text website for updates to this exercise.
Assignment: 1. Examine the Unilever, Procter & Gamble, and Nestlé sites and describe the features that you think would be most interesting to consumers.
2. Describe those features you do not like and explain why.
3. Do you think that the sites can contribute to better consumer buyer behavior? Explain your thinking.