avoiding the extra costs associated with conducting assorted customer$-$related transactions at the company's Web site. avoiding channel conflict and partnering with dealers and distributors rather than competing against them. avoiding the risk that the company's online price will be lower than the price at which retailers are charging in their stores. not$-$making computer$-$illiterate buyers feel like they have to go online to shop for the company's products. added ability to build a globally$-$recognized brand name.