Time on the Internet
The marketplace is a complex array of retailing, merchandising and selling methods. Ranging from boutique stores that sell a focused mix of products, such as a food health store to giant discounters, companies move thousands of products and brands to the consumer. Two forms are currently popular, if not controversial: franchising and marketing to "hypermedia com-puter-mediated environments," (CME) or through the Internet.
The World Wide Web, an "Internet-based global information initiative begun by Tim Berners-Lee in Geneva," offers entrepreneurs a considerable opportunity to carry out re¬search, both domestically and internationally. It also affords an optional method of en¬gaging in direct marketing. Hoffman and Novak14 have developed an interesting model to guide individuals in using the Internet with the view of stimulating a response or an order (Figure 13.5).
What prompts the discussion is the size and future prospects of the Web for business and as an advertising vehicle in particular. As individuals become more acquainted with hy-permedia CME's and comfortable in relying on them for data and information, they will become a population of particular consumers. In this context, "as media increase in their