Annotation: At the heart of any commercial activity is marketing - a system for managing the production and marketing activities of a company, focused on making a profit by actively influencing market conditions and processes.

Marketing is based on the solution of three large-scale problems: clarification of the current state of the company, development of plans for the future, determination of ways to implement these plans, which can be detailed in the form of commercial tasks as follows: to make a profit, you need to sell a product or service. To sell something, you need to have it and you need to inform potential buyers about your willingness to sell. In addition, the sold product (or service) must be delivered to the consumer. Hence, the main commercial objectives of the company are: receipt of goods (manufacturing or purchasing); clarification of the composition of potential consumers; clarification of the composition of potential buyers; informing potential buyers and consumers about the availability of this product and your intention to sell it (or willingness to provide this service); sale of goods (provision of services) and receipt of money for the goods or services sold; delivery of goods; warranty service. In addition, there are additional business tasks associated with conducting special market research events.

From the point of view of automation specialists, the listed tasks boil down to the following set of elementary operations:

• when conducting market research - information search; receiving it; treatment;
• when promoting goods - creating an image of the company; advertising of goods and services; formation of a positive attitude towards the results of the firm's activities;
• when selling goods - informing buyers; registration of applications for goods and services; payment; delivery.

The Internet can be used in solving these problems in the form of the following services:

• communication services (exchange of information with branches, suppliers, customers, the public);
• automated information search;
• receiving information via e-mail, ftp, teleconferences, etc .;
• usage remote access for processing information online;
• provision of information services;
• development and placement on the Web of the company's web representation to penetrate the market, promote goods, inform buyers, fill out applications for goods and services, study the opinions of buyers, consumers, specialists; for other special market research events; for the implementation of the trading process (payment for goods and services, their delivery to the buyer, etc.).

20.1. Elementary websites

Among the listed services, a special place in terms of its capabilities is occupied by the creation and maintenance (operation) of the company's web site.

Based on the general tasks of commercial activity on the Internet, the company's web representation can be used for the following purposes:

1. presence on the Internet, that is, an announcement of the existence of such a company, its type of activity, image (Web presence on the Internet);
2. informing potential clients of the company about the goods and services it produces (informational Web, or Web to inform clients about the goods and services produced);
3. promotion of goods and services (Web for promoting goods and services);
4. feedback: studying the opinions of buyers, consumers, wholesale and retail, industry (web with feedback);
5. conducting special events to study the markets (research Web and Web virtual community of the firm);
6. receiving applications from customers for goods and services ( Web e commerce);
7. payment for goods and services (Web e-commerce);
8. delivery of goods and services to the buyer (Web e-commerce);
9. customer service and warranty service (Web service and warranty service);
10. in-house training of employees (for example, with a large dispersion of the company - Web in-house training of employees);
11. joint implementation of projects by remote performers (Web for joint design).

Each of the listed types of web representations has its own characteristics, which are reflected in its structure and functions.

When creating a web-based representation of a company, several goals may be pursued, as a result of which the structure of the representation becomes more complicated. Consider the features of the elementary types of web representations.

Web presence on the Internet

Its main task is to announce the existence of this company to the world. Such an advertisement has a certain commercial meaning, since the presence of its own web page creates a certain image for the company, it looks more solid and modern. A firm's web page usually contains its name, type of activity, e-mail address, telephone, fax. Sometimes there is information about the management team of the company. If a company has its own trademark (logo), it is also placed on the website and contributes to the further recognition of the company when meeting its products. The presence of such a page on one of the host computers of the Internet will not bring any dividends to the company, the page will have few visitors, and hardly anyone wants to visit such a page again. But over time, the page will be included in some directory of Internet resources, which will increase the number of its one-time visitors (for example, those who looked in in order to find out the email address of this company).

Web presence usually occupies one page (one or two screens) and is the basis of any site, its main page that appears on the screen every time you visit a given website.

Web to inform customers about the products and services produced

This Web is already a mass media (mass media). This means that it must work in real time, and the information located on it must correspond to the real state of the company. The home page is usually Web presence. Most often, such a Web site contains information in the form of price lists containing the name of the product (service), its main characteristics, price, phone number for ordering the product and obtaining additional information. Some Web owners also have on it more detailed information about their products and services: technical characteristics of the product, its consumer properties. Such Web sites contain press releases, electronic catalogs, which provide information not only about the goods and services sold by the company, but also about related products, additional services of the partners of this company.

The main difficulty in maintaining such a site is the need to constantly update the information displayed on it. Ideal for such a site would be an indication in the published price list of the number of copies of this product in the company's warehouse. But this is very rapidly changing information. Its change can be tracked only in automatic mode, for example, by linking given web with the company's warehouse database. In this case, a client visiting the Web receives a snapshot of the firm's database on their computer at the time they connect to the Web.

To increase the interest of visitors to its site, a company can, in addition to the listed attributes, place any enticing information. This information may not be directly related to the activities of the company, but should be of interest to its potential clients. To prepare and constantly update such information, a staff of correspondent employees is required.

In essence, such a site is the web site of the firm. It allows you to activate and expand the market by attracting new customers who are informed when visiting the site.

Web to promote goods and services

This Web may be part of the previous one. First of all, it is a mass media, since the main tools for promoting goods and services are publicity, advertising, public relations - disciplines that are studied in foreign universities in the preparation of communications specialists (there is no analogue of such a specialty in Russian universities. communications can be considered as means and methods of communication in business, informational impact on the consumer).

Publicity is a mention in a story, reportage, article about a product or service, indicating who sells this product or service. This is not an advertisement yet, it is just a mention of a company that sells a given product or service, but a positive mention.

Advertising is a more serious mention (notice, announcement) about a company, product, service, built according to a certain structure. In our country, advertaising is most often identified with advertising.

Public relations is a discipline that studies ways of shaping public opinion. Since public opinion can be formed in different ways, the so-called. "black PR" (PR - from Public Relations), in which deception is allowed, hiding information, disinformation, etc. PR specialists, in order to combat black PR, have created a worldwide organization that has its own charter. This charter defines the permissible principles and methods of influencing public opinion.

Since the Web is a mass media for promoting goods and services, the audience, which in this particular case consists of site visitors, is of great importance for it.

The structure of such a Web is either an electronic bulletin board (BBS - Bulletin Board System), or a magazine, or a bulletin, or an electronic newspaper containing a significant number of articles. The home page of such a Web usually contains a table of contents, from which you can use hyperlinks to navigate to the desired section of the given media.

In addition to the home page and pages with main material (press releases, advertisements, special articles and reports), the website may contain special sections that attract visitors and make them want to visit this site again.

The owner of the Web may not be held liable for the accuracy of information published on the Web. Responsibility can be assigned to the person who provided the information - this is usually given a warning on home page.

Web with feedback

It is used to implement feedback with clients and conducting special events to study the markets (for example, studying the opinions of buyers, consumers, specialists; determining the price of new products; identifying analogue products, competing products, etc.), for sociological research, performance evaluation, etc. etc.

Such a website should be interactive, that is, it should be not only a source, but also a receiver of information, and information from customers should be received in real mode time - when the client visits the website. To do this, some of the web pages are made in the form of questionnaires, that is, their text contains questions, and the site software allows you to record customer responses in the Web database.

The nature of special studies and methods of their implementation, as well as algorithms for processing information obtained in such studies are the subject of consideration of special disciplines, such as sociology, social (social) psychology. A significant contribution to the development of special methods for market research was made by domestic specialists in the development of a system for complex research and forecasting of demand (SKIPS), which was developed for the Ministry of Trade of the USSR in the 70-80s. Special market research includes the use of specific mathematical methods [,], a set of actions to create information sources (for example, panels of consumers, buyers, industry specialists, wholesale and retail trade; communities of trade correspondents providing information on the availability of retail outlets a certain list of goods; sales representatives of wholesale enterprises; automated information systems, for example, created on the basis of Internet search engines, etc.); for holding special events, such as viewing exhibitions, sales exhibitions, auctions, etc., where the attitude of buyers to new goods is studied, the possible price of a new product is determined, etc. Special methods of market research include questionnaires of site visitors or specifically selected audience, observing the behavior of buyers in retail outlets (including in virtual stores), etc.

The use of customer feedback allows us to find out what consumers expect from the product, what position among consumer preferences is the products of competitors, what part of the demand is not satisfied by the products of the company, etc.

Web e-commerce

This type of Web is an online store, sometimes referred to as a virtual store or virtual counter. Such a Web should contain a home page listing the services provided to visitors. Among the services provided by a virtual store, there should be: information about the store, about the available goods (for example, in the form of price lists), a system for filing an application for goods.

Paying for goods and services may require not only special software, but also special technical means or storage media (for example, "electronic money").

Delivery of goods and services to the buyer can be made different ways... Only a limited range of goods and services can be delivered directly from the website (for example, eBook, a digitized piece of music stored as a file, a digitized video, a specialist consultation, design work carried out by the company's employees, the results of a market research, computer game and etc.). For goods and services requiring physical movement (for example, delivery washing machine), the website can arrange delivery: accept the address, agree on the time, etc. To achieve this, the website must maintain its own database.

Web e-commerce includes several types of sites: virtual counter, virtual store, virtual trading floor and etc.

A virtual counter is the simplest site that contains information about the products sold, with a small range of products. For each product, a very brief description of it and a phone number are given, by which you can get additional information or order the product.

As for the payment for the goods and their receipt, either you need to arrive at the specified address, or the delivery is carried out by a courier with payment to him.

A virtual store is characterized by a larger range of goods, a more complex device that allows for preliminary selection of goods for the "consumer basket", calculation of the cost of selected goods, alternative delivery and payment options for goods, etc.

A virtual trading platform (a permanent wholesale fair) is a gathering place for wholesalers and buyers, where contracts for the sale of wholesale consignments of goods are concluded.

Web service and warranty service

The site contains systems for ordering service, user consultations, informing customers about the time (when the service will be performed), about the status of the order. To do this, it must have a guest book, an ordering system, faq (a directory containing frequently asked questions with answers from qualified specialists to them), chat (that is, an operational communication system in which you can exchange opinions with specialists or qualified users), forum. Forums and chats can be divided by topic.

In addition, such a site may have a closed part used by service employees to keep track of which of the company's employees is executing the order, in what state the order is being executed, which orders are not yet assigned to the executors, the productivity of the foremen, etc. Only the specialists of the enterprise have access to the closed part - either through the local computer network of the enterprise, or through the general entrance to the site using a password.

The web server hosting such a site must have special software and sometimes additional technical means.

Since the site of this type is visited by already established clients of the company, this site can be considered as a gathering place target audience... Naturally, the desire of the company to make such a site promptly informing, to provide fresh information on it, its latest version, in order to retain people who are interested in this topic, to carry out special events to retain customers for the company.

• Internet representation - unlike a website (Web Presentation), which is defined as a collection of documents defined by one domain or IP address, it is presented as a complex of websites, electronic documents, Internet tools, social media profiles and other Internet resources and activities derived, conducted and maintained for the full presentation of information, necessary electronic documents, interactive interaction with third-party users, both individuals and organizations in order to ensure a full-fledged integrated representation of their own interests on the Internet.

  A typical internet presence today consists of:

  * one or several specialized and thematic sites, for example, the main site of the company and, as an e-commerce tool, the online store of the company;

  * tools for the implementation of informational mail and other (more often RSS) mailings of the company to subscribers, both permanent and one-time;

  * promotional sites prepared by the company to attract the attention of the target audience to special offers, promotions and other company events;

  in addition, information support is increasingly being used as third-party blogs. This can be either a permanent blog of the company itself, or one or several partners who maintain their own blogs in the interests of the customer; social networks. In every such popular, a kind of sub-Internet, for the full-fledged representation of one's own interests, it becomes simply necessary to create and maintain information-interactive sections.

  The development of integrated Internet representations is becoming not only more and more popular for individuals and organizations, but also simply an indispensable solution in the mode of increasing information competition.

Related concepts

Information Security (English Information Security, as well as - English InfoSec) - the practice of preventing unauthorized access, use, disclosure, distortion, modification, research, recording or destruction of information. This universal concept applies regardless of the form that the data can take (electronic, or for example, physical). The main task information security- balanced protection of confidentiality, integrity and availability of data, taking into account ...

Virtual volunteering (online volunteering, cyber volunteering, digital volunteering, e-volunteering) is a type of volunteer activity that is carried out remotely using the Internet.

Ushahidi is a platform that is free software with open source, which is used to collect large amounts of information, visualize data and create interactive maps.

"Electronic diary and journal" is a service that allows participants in the educational process to receive information about curriculum schedules, current and final grades and homework assignments online. Also, electronic school document flow should ensure a decrease in the administrative burden on educational institutions... Besides, various systems electronic diaries can be maintained by others, additional functions- electronic student portfolios, news feeds, social networks and so on ...

Network neutrality (English network neutrality, NN) - the principle by which telecommunications service providers do not give preference to one target purpose over another or one class of applications (for example, the World Wide Web) over others (for example, online games or IP telephony) ... Although the term itself is new, its fundamental idea dates back to the era of the invention of the telegraph in the mid-19th century. Telegrams were delivered in the same way, on equal terms, without trying to distinguish between their content and ...

Internal Communications is a supporting business function in companies, designed to solve strategic problems of building an effective system of interaction between departments and employees. It is also one of the tools for achieving the strategic goals of the company through an organized process of exchange of internal corporate information between all employees.

Universa Blockchain Protocol is a next generation protocol and blockchain platform, which is a set of protocols and data that form a system of smart contracts, within which there is a decentralized notary cloud that certifies every transaction. The author of the blockchain protocol and the Universa platform is Alexander Borodich, a Russian venture capitalist and one of the first specialists in the field of innovations and blockchain technologies.

Distributed Computing Environment (DCE) is a software system developed in the early 1990s at the Open Software Foundation, which was an association of several companies: Apollo Computer, IBM, Digital Equipment Corporation, and others. DCE provides a framework and tools for developing client-server applications.

Electronic trading (English Electronic trading, eTrading, e-Trading) - implementation of trade and procurement activities via the Internet.

Collaborative software (eng. Collaborative software, groupware, workgroup support systems, group support systems) is software designed to support interaction between people working together to solve common problems. Since there is no well-established Russian-language term yet, one of the English-language terms is often used without translation.

The International Standard Name Identifier (ISNI) is a method for uniquely identifying the creators and publishers of such types of media content as books, television programs, newspaper articles, etc. This identifier consists of 16 digits, divided into four blocks.

Uberization or uberization is a term derived from the name of the Uber company. The company has developed a mobile app that allows consumers to submit travel requests, which are then forwarded to the company's drivers using their personal cars. The term "uberization" refers to the use of computer platforms such as mobile applications to conduct peer-to-peer transactions between customers and service providers, often allowing for the abandonment of traditional planned corporations ...

The Internet of Things (English internet of things, IoT) is a concept of a computing network of physical objects ("things") equipped with built-in technologies for interacting with each other or with the external environment, considering the organization of such networks as a phenomenon that can rebuild economic and social processes, excluding from the part of actions and operations the need for human participation.

Computer security is a section of information security that characterizes the impossibility of causing damage to a computer in excess of the amount of acceptable damage to it from all identified and studied sources of its failures under certain operating conditions and at a given time interval.

One window is a term for the technology of providing services to citizens and businesses. The “one-stop shop” technology aims to reduce the time required for communication between citizens and businesses and is characterized by the fact that the provision of any services is concentrated in one place, from the submission of an application to the issuance of the results of a decision of an executive or other body.

Crowdsourcing (English crowdsourcing, from crowd - crowd and sourcing - use of resources) - attracting a wide range of people to the solution of various problems of innovative production activities to use their creative abilities, knowledge and experience as a type of subcontracting work on a voluntary basis using infocommunication technologies ...

Open source software is open source software. Source such programs are available for viewing, studying and changing, which allows you to make sure that there are no vulnerabilities and functionality unacceptable for the user (for example, hidden tracking of the program user), take part in the revision of the open program, use the code to create new programs and fix errors in them - by borrowing the source code ...

Remote banking (RBS) is a general term for technologies for the provision of banking services based on orders transmitted by the client remotely (that is, without his visit to the bank), most often using computer and telephone networks... To describe RB technologies, various, in some cases, overlapping terms are used: Client-Bank, Bank-Client, Internet Bank, RB System, Electronic Bank, Internet Banking, on-line banking, remote banking, direct banking ...

Omnichannel is a marketing term that denotes the mutual integration of disparate communication channels into a single system in order to ensure seamless and continuous communication with the client. Omnichannel is the basis of modern customer service, one of the main principles of work, and the structure of the architecture of a modern contact center. First of all, the term omnichannel is associated with communication between the client and the company, providing the company with a seamless customer experience across all channels ...

Access control based on attributes (Attribute-Based Access Control, ABAC) is a model of access control to objects based on the analysis of rules for attributes of objects or subjects, possible operations with them and the environment corresponding to the request. Attribute-based access control systems provide mandatory and selective access control. The considered type of access control makes it possible to create a huge number of combinations of conditions for expressing various policies ...

Computational journalism is a type of journalistic activity, in the implementation of which a variety of computational methods are used: collecting information, organizing, comprehending, communicating, disseminating information news. At the same time, the main criteria of journalistic materials are preserved: accuracy and verifiability. This type of journalism focuses on the technical aspects of computer science: artificial intelligence, content analysis (NLP ...

The Unified System of Identification and Authentication (ESIA) is an information system in Russian Federation, providing authorized access for information interaction participants (citizens-applicants and officials of executive authorities) to information contained in state information systems and other information systems.

Cultural Software - a concept presented by Lev Manovich, digital media researcher, professor High school City University of New York, according to which software is a universal logic that dominates most cultural processes. Cultural software refers to those types of programs that support the production of practices united by the concept of culture. In the concept of "Cultural software", the object of research is software ...

The Free software community is a community of users and developers of free software, as well as members of the free software movement. One of the most famous communities is the Linux Community, which has formed around operating system GNU / Linux. The free software community is part of the larger open source community.

Data Administration - Management information resources including database planning, developing and implementing standards, defining constraints and procedures, and conceptual and logical database design.

Representative website (corporate): web representation of a company (or an individual) with an unlimited number of pages, votes, feedback forms, photo albums, product catalogs, news feeds, a search system, extended statistics of visits, etc. There is a Content Management System, which provides the functionality of the site. Visitors themselves can add content, comment on materials.

The site owner can independently add any materials to the site, edit them using the built-in editor, which resembles Microsoft Word and has approximately the same capabilities.

Despite the "loud" name - the owners of such sites are both firms and individuals. The cost of creation is quite affordable (in our web laboratory it is about 20,000 rubles). The specific cost depends on the customer's requirements for the resource, timing, amount of content. But: the price is negotiable, bargaining is appropriate, options are possible.

For a company / organization / individual entrepreneur, such a site is the face of the company on the Internet. Millions of buyers search the web every day for the goods / services they need. Not having its own web presence - the company loses a significant (and maybe the main) part of its potential customers. Our portfolio of sites contains many examples of corporate sites, company sites. If necessary, you can install an additional script for an online store, a forum, and other useful tools and functions on any similar site. Thus, the representation site has the prospect of development and improvement with almost unlimited possibilities. However: do not forget to carry out cms updates.

Representation site is in high demand by individuals. For various purposes: hobby clubs, portfolio of works, blog, earnings on the Internet, etc. Many web visitors use free hosting services or social networking blogs for these purposes, which is in vain. The disadvantages of such sites far outweigh the only advantage - "free". If there is no money to pay for the work of a webmaster, then it is quite possible to independently create a website or blog for yourself (having a certain amount of free time). Although, of course, any area has its own pitfalls, site building is no exception. Therefore, they do not sit without the work of the webmaster.

The approximate cost of creating a website representation

The approximate (basic) cost of creating a representative website: 20,000 rubles. The price depends on the required functionality of the resource, the amount of content, and the quality of the content.