As Kiril neared the office, Catherine proposed a plan for the 4,000 orders with invalid coupons: cancellation of orders that ended up with zero or near-zero prices, just as Amazon, Dell, and others had done when their websites suffered price mistakes in the past. Kiril agreed, although the incident shook his confidence in Big Skinny's online sales platform. Looking ahead, Kiril pondered his priorities. He wanted to expand Big Skinny's online marketing presence but needed to decide where to focus.

Should Big Skinny concentrate on drawing new consumers to its website through search engines, or should it focus on engaging existing customers through social and interactive media? 

Alternatively, should Big Skinny hand off more of its web marketing to retail portals like Amazon and Buy.com?