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LOOK ON CUSTOMER BUYING as a four-stage process: One-way communication, two-way interaction, transaction, and reaction. The Web can be used at each stage. It can be used to attract customers through banner ads and links, answer specific customer questions, transact a sale, and build ongoing relationships with customers. If you are selling a simple or inexpensive product, you can quickly lead the customer from initial interest to the sale, right there on your Web site. If you are selling a complicated or expensive product, you will need to make sure your site answers all of your customers' questions.
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