Improving the factors to enhance sales activities at the website www.khoadaotao.vn

I would like to express my deep and sincere gratitude to my supervisor, Professor Tran Thi Thu Giang MA., Head of the Department of Foreign Languages, National Economics University. Her wide knowledge and her logical way of thinking have been of great value for me. Her understanding, encouraging and personal guidance have provided a good basis for the present report. Besides, I would like to thank the company AMICA Corp for providing us with a good environment and facilities to complete this report. The company gave me an opportunity to participate and learn about the operation of the company, and provided me valuable information as the guidance of my report. Finally, an honorable mention goes to our families and friends for their understandings and supports on me in completing this report. Without helps of the particular that mentioned above, I would face many difficulties while doing this project.

I would like to express my deep and sincere gratitude to my supervisor, ProfessorTran Thi Thu Giang MA., Head of the Department of Foreign Languages, NationalEconomics University Her wide knowledge and her logical way of thinking havebeen of great value for me Her understanding, encouraging and personal guidancehave provided a good basis for the present report

Besides, I would like to thank the company AMICA Corp for providing us with agood environment and facilities to complete this report The company gave me anopportunity to participate and learn about the operation of the company, andprovided me valuable information as the guidance of my report

Finally, an honorable mention goes to our families and friends for theirunderstandings and supports on me in completing this report Without helps of theparticular that mentioned above, I would face many difficulties while doing thisproject

TABLE OF CONTENTS

ACKNOWLEDGEMENT 1

TABLE OF CONTENTS 2

INTRODUCTION 4

Chapter I: Introduction of AMICA Corp 5

1 Overview of AMICA Corp 5

1.1 History and development of AMICA Corp 5

1.2 Organization of AMCIA Corp 5

1.3 Business field and business activities 7

1.3.1 Service of providing solutions to develop business in form of training courses 7

1.3.2 Service of providing information about recruitment 7

1.3.3 Service of providing information about training to the learners 8

2 The fact of sales activities at the website www.khoadaotao.vn 9

2.1 Product and business field 9

2.2 Sales force management 9

2.3 Process of selling of the website www.khoadaotao.vn 10

Chapter II – Theoretical framework used for the website www.khoadaotao.vn Theoretical framework used for the website www.khoadaotao.vn 11

1 Sales force management 11

1.1 Training salespeople 11

1.2 Compensating sales people 11

1.3 Supervising sales people 12

1.4 Evaluating salespeople 14

2 Steps in the selling process 14

1.1 Prospecting and qualifying 15

1.2 Pre-approach 15

1.3 Approach 15

1.4 Presentation and Demonstration 16

1.5 Handling objects 16

1.6 Closing 16

1.7 Follow up 16

2 Selling online advertising 17

2.1 Pointing out and classifying what they buy 17

2.2 Preparing the essential base for their website 17

2.3 Researching and having deep knowledge of needs – Theoretical framework used for the website www.khoadaotao.vn interests of customers 18

2.4 Pricing, discounting and special favouring 18

2.5 Building introductory advertising programs 18

2.6 Selling advertising 18

2.7 Building sales force 18

Chapter III – Theoretical framework used for the website www.khoadaotao.vn The weakness of factors affecting sales activities at the website

www.khoadaotao.vn 19

1 Sales force and sales force management system 19

1.1 The quality of sales force 19

1.2 The managing methods 19

1.2.1 Training salespeople 19

1.2.2 Compensating salespeople 20

1.2.3 Supervising salespeople 20

2 The shortcomings in the process of selling 22

2.1 Step 1 – Theoretical framework used for the website www.khoadaotao.vn Prospecting and Qualifying 22

2.2 Step 2 – Theoretical framework used for the website www.khoadaotao.vn Pre-approach 23

2.3 Step 3 – Theoretical framework used for the website www.khoadaotao.vn Approach 23

2.4 Step 4 – Theoretical framework used for the website www.khoadaotao.vn Presentation and Demonstration 24

2.5 Step 5 – Theoretical framework used for the website www.khoadaotao.vn Handling Objections 24

2.7 Step 7 – Theoretical framework used for the website www.khoadaotao.vn Follow-up 25

3 The ability to apply e-marketing method in selling online advertising 26

Chapter IV – Theoretical framework used for the website www.khoadaotao.vn Recommendations to improve shortcomings to enhance sales activities at the website www.khoadaotao.vn 28

1 Modifying sales management methods to encourage the sales force 28

1.1 Training sales force 28

1.2 Compensating sales force 28

1.3 Evaluating sales force 29

2 Building and completing the process of selling 29

3 Applying effectively Internet marketing strategies to online advertising 30

APPENDIX 32

REFERENCES 36

Sales activities play an important role in enhancing the business and thedevelopment of the company In order to carry out long term and short term targets,nowadays, businesses all care much about the training the sales force and completingthe factors affecting sales activities

After three-month period of internship as a salesperson at the websitewww.khoadaotao.vn, belonging to AMICA Corp, I found that the sales activitieshave shortcomings, which need improving Therefore, in the range of my internreport, I chose the topic for study:

“Improving the factors to enhance sales activities at the website www.khoadaotao.vn”

Study targets:

1 Examine the fact of sales activities at the website www.khoadaotao.vn

2 Find out the reason for the shortcomings that effect on the sales activities

3 Point out some recommendations to improve these shortcomings anddevelop sales activities

This report studied the sales activities at the company AMICA Corp, especially thewebsite www.khoadaotao.vn in the field of providing the service of onlineadvertising In the range of the report, the author uses the study methods such ascomprehensive analysis, comparison, observation In addition, the questions are alsoprepared to interview the employees, especially salespeople to get more informationabout the fact of sales activities

About the structure of the report, in addition to the Introduction, Conclusion,Appendix and References, the report includes four main chapters:

Chapter I – Introduction of AMICA Corp

Chapter II – The theoretical framework used to the website www.khoadaotao.vn

Chapter III – The weakness of factors affecting sales activities at the website www.khoadaotao.vn

Chapter III – The weakness of factors affecting sales activities at the website www.khoadaotao.vn

Chapter I – Introduction of AMICA Corp

1 Overview of AMICA Corp

1.1 History and development of AMICA Corp

AMICA Corp is a corporation providing solutions to develop businesses Thephrase AMICA is the abbreviation of Accomplishment of Management byIntelligence, Creation, and Aspiration The corporation was established on the first,July 2007, managed by the people who were managers and administrators ofmultinational companies, researchers in Vietnam who studied management andbusiness development in developed countries

In fact, almost Vietnamese businesses are small and middle ones, who have toface problems related to changing business strategies, developing trademark,training and supplementing human, applying new technology in management andbusiness The businesses often look for solutions from the companies, who provideindividual services of each major field Thus, this activity takes them much of timeand cost much of fee Moreover, the solutions from different sources can be easilylack of internal synchronism while the businesses need an entire solution to balancehuman resources and to build key competitive ability

Being aware of that fact, AMICA Corp provides solutions to develop businessbasing on researches and a deep knowledge of businesses’ fields and characteristics.AMICA Corp researches businesses in totality range from general strategies todetail activities According to the result of researches, AMCIA Corp suggestssuitable solutions within general strategies, ensuring the ability of putting intoexecution and synchronism of solutions, and bringing the most effect to businesses

1.2 Organization of AMCIA Corp

The head office of AMICA Corp is at 41A, Tran Quang Dieu Street, Dong DaDistrict, Hanoi with three telephone lines for three business fields, each of whichhas its own website They are www.amica.vn for the field of providing solutions todevelop business in forms of training courses, www.nguonvieclam.vn for the field

of providing recruitment information to job seekers and providing human resources

to businesses, and www.khoadaotao.vn for the field of providing training andlearning courses for learners Since AMICA Corp has just been established for three

years, the organization structure is not full worked and does not reach a necessarystandard One person must deal with not only his/her duty, but also others’ work.

AMICA Corp’s Organization

- One general director is responsible for all the activities of three websites andthe whole company He himself is a professor in the training courses of AMCIACorp

- One human resources director is responsible for managing human resourcessuch as recruiting, managing database of employees He is also the customer servicedirector, generally responsible for caring customers of two websiteswww.nguonvieclam.vn and www.khoadaotao.vn In addition, he is the majoradministrator of the website www.nguonvieclam.vn, which provides businesses’recruitment information to job seekers and provides service of seeking the mostsuitable candidates to businesses, and www.khoadaotao.vn, which plays a bridgeconnecting trainers and learners, who have needs of study

- One accountant does accounting to keep and develop capital and asset of thecompany, paying taxes, calculating salary for the whole employees, and many otherduties related to accounting In addition, this accountant also works as other

positions, such as administrator of website www.amica.vn, salesperson, customercare staff, and switchboard staff for all three fields of the company.

- Information Technology (IT) person must ensure the fluency of the internaland external network system It means that all the tasks of installing software andhardware; ensuring security for three websites against hackers; finding solutions forthe spring problems related to technology must be done to make sure the best ITcondition for the whole company’s activities

1.3 Business field and business activities

1.3.1 Service of providing solutions to develop business in form of training courses

AMICA Corp owns three different websites for three business fields Thewebsite www.amica.vn is the official one for the first field: providing solutions todevelop business All the activities of the website are presented in the followingchart:

Activities of the website www.amica.vn

1.3.2 Service of providing information about recruitment

The official website for this field is www.nguonvieclam.vn, consultants of whichare holding key positions in International Corporations

Developing human resources Consulting human Providing human Leasing human Outsourcing

Trademark building Identification system Market positioning Intelligence owning

Media & Promotion

PR, events Media Advertsing film Exhibition & fair

Managing informatics & E-commerce

E-commerce Website designing E-advertising E-advertising agent

Managing informatics Consulting informatics solutions Management softwares

Trade representative

The website provides online recruitment services for candidates who are seekingfor a job Besides, the website provides service of senior human recruitmentaccording to business’ needs by looking for profile, interviewing preliminarily,assessing the qualifications, experience, characters of candidates in order to savetime and cost for business The website specially focuses on the fields:

- Sales and fast moving consumer goods marketing

- Finance and Banking

- Foreign trade

- Information Technology

- Telecommunication

- Auditing/ Accounting

- Tourism and Hotel

Inland and foreign big corporations who used and high appreciated this serviceare Pepsi, Trung Nguyen Corporation, ITL, VOBECO, HBC, HG Travel…

Moreover, the website includes many articles of career orientation, necessaryskills for jobs and major courses Thus, more and more people visit the website toseek opportunities of job, promotion for them The guidelines for activities is

“www.nguonvieclam.vn – where talents radiant”

1.3.3 Service of providing information about training to the learners

Nowadays, there is a big shortage of personnel who are basically trained andhave skills suitable with their job Therefore, the website www.khoadaotao.vn isestablished as an information channel to develop ability of community, a bridgeconnecting the people need to study and trainers This helps enhance Vietnamesepeople’s ability, develop knowledge and our economy to compete with othercountries

The major services of the website www.khoadaotao.vn for users:

To learners and the people who care about training:

- Finding quickly the suitable course such as developing aptitude, practicingworking skill, adding knowledge, enhance working level The courses are classifiedscientifically with searching engine, which is easy to use

- Getting enough information about the course such as teaching content, pictures,tuition, and online registration with the trainer…

- Choosing the most suitable trainer in the database, which includes hundreds ofinland and foreign trainers and educators

- Downloading the e-lecture, documentary information on every field for studyfrom “Electronic library”.

- Sharing learning and career experience with other people

- Getting favours or scholarships from inland and foreign programs

To the trainners and educators:

- Broadcasting quickly the training courses with full of information, pictures ofcourses and trainers to the right objectives

- Sending quickly information to tens thousand learners via “Courses news”.Getting feedback about the course via email

- Advertising courses attached pictures, teaching document

- Spreading trademarks and training programs via trainer’s special introductionsection, outstanding courses on the homepage, and logo/banner at the attractivepositions

- Uploading “Lecturer library” to share knowledge and broadcast trademark

- Uploading “Favoured courses” to attract learners and agglomerate spreading,approaching learners with www.khoadaotao.vn

The website is administered by the Board of Administration includingconsultants, trainers, and experts in many fields

2 The fact of sales activities at the website www.khoadaotao.vn

2.1 Product and business field

According to these characters above, readers can see that product of the websitewww.khoadaotao.vn is services rather than objects on display The duty ofsalespeople is to buy advertising services on website to trainers, who providetraining courses The services include:

- Advertising training courses with no pay within 30 days

- Advertising training courses with special regulations

- Broadcasting trademark on the homepage with banner/logo

- Broadcasting trademark on the inside page with banner/logo

2.2 Sales force management

AMICA Corp is a small company with limited human resources of four memberswhile there are three business fields, so each employee must take other duties besidehis/her major job For example, the director himself is a salesperson as well; theaccountant herself is a salesperson and switchboard staff, too In fact, every one inthe company is salespeople and there is no real sales force for the website

www.khoadaotao.vn That one person must take many duties will result inoverloading for them; therefore the working result is not as good as expected,especially sales activities are not invested and moderately cared

Moreover, the sales force is not methodically trained from the time they arerecruited All the knowledge and information about types of customers, competitors,strategies, or products must be methodically taught before the sales force enter thebattle However, all the information is just retransmitted from the old salespeople tothe new ones Therefore, the salespeople cannot get enough information andknowledge for their job This influences badly on their strategic planning tocompete with other websites, presenting and demonstrating to the customers, etc

On the other hand, the motivation for sales force is not strong enough toencourage them loving their work Many salespeople came and went only becausethe salary and good-treatment policies of the company, which until now have notbeen improved yet, were not good The sales force is considered as making moneyengines of the company, and squeezed their labour to fetch money to energize thewebsite and the company On their return, they just get dissatisfaction with thecompany’s policies

2.3 Process of selling of the website www.khoadaotao.vn

The website www.khoadaotao.vn provides online broadcasting services totrainers, and they use online advertisement form, which includes both traditionaladvertisement and direct marketing to bring their service to their customers The e-marketing strategies have been used rather effectively in their business via theperformance and the facility of the website, which is easy for user to use However,sales force does not know how to apply sensibly e-marketing to their work.Sometimes they abuse it while they do not take advantage of it in the process ofselling at times That affects a lot their sales activities

Chapter II – Theoretical framework used for the website

www.khoadaotao.vn

1 Sales force management

In this report, the theory used and applied to the situation of the websitewww.khoadaotao.vn is section of Sales force management from The principle ofMarketing textbook by Philip Kotler and Gary Amstrong It includes the activities

of training, compensating, supervising, and evaluating the sales force

1.1 Training salespeople

Many companies used to send their new salespeople into the field almostimmediately after hiring them They would be given samples, order books, andgeneral instructions Training programs were luxuries To many companies, atraining program translated into much expense for instructors, materials, space, andsalary for a person who was not yet selling, and a loss of sales opportunities becausethe person was not in the field

Today’s new salespeople, however, may spend anywhere form a few weeks ormonths to a year or more in training The average training period is four months.Training programs have several goals Salespeople need to know and identify withthe company, so most training programs begin by describing the company’s historyand objectives, its organization, its financial structure and facilities, and its chiefproducts and markets Sales people also need to know the company products, sosales trainees are shown how products are produced and how they work They alsoneed to know customers’ and competitors’ characteristics, so the training programteaches them about competitors’ strategies and about different types of customersand their needs, buying motives, and buying habits Because sales people mustknow how to make effective presentations, they are trained in the principles ofselling They learn how to divide time between active and potential accounts andhow to use an expense account, prepare reports, and route communicationseffectively

1.2 Compensating sales people

To attract salespeople, a company must have an appealing compensation plan.These plans vary greatly both by industry and by companies within the same

industry The level of compensation must be close to the “going rate” for the type ofsales job and needed skills

Compensation is made up of several elements – a mixed amount, a variableamount, expense, and fringe benefits The fixed amount, usually a salary, gives thesalesperson some stable income The variable amount, which might be commissions

or bonuses based on sales performance, rewards the salesperson for greater effort.Expense allowances, which repay salespeople for job-related expenses, letsalespeople undertake needed and desirable selling efforts Fringe benefits, such aspaid vacations, sickness or accident benefits, pensions, and life insurance, providejob security and satisfaction

Management must decide what mix of these compensation elements makes themost sense for each sales job Different combination of fixed and variablecompensation give rise to four basic types of compensation plans – straight salary,straight commission, salary plus bonus, and salary plus commissions A study ofsales force compensation plans showed that about 14% of companies paid straightsalary, 19% paid straight commission, 26% paid salary plus bonus, 37% paid salaryplus commission, and 10% paid salary plus commission plus bonus

The compensation plan for sales force can be designed both to motivesalespeople and to direct their activities For example, if sales management wantssalespeople to emphasize new account development, it might pay a bonus foropening new accounts Thus, the compensation plan should direct the sales forcetoward activities that are consistent with overall marketing objectives If the overallstrategy is to grow rapidly and gain market share, the compensation plan shouldreward high sales performance and encourage salespeople to capture new accounts.This might suggest a larger commission component coupled with new accountbonuses By contrast, if the marketing goal is to maximize profitability of currentaccounts, the compensation plan might contain a larger base salary component, withadditional incentives based on current account sales or customer satisfaction

1.3 Supervising sales people

New salespeople need more than a territory, compensation, and training – theyneed supervision Through supervision, the company directs and motivates the salesforce to do a better job

Salespeople need to know how to use their time effectively One tool is theannual call plan that shows which customers and prospects to call on in which

months and which activities to carry out Activities include taking part in tradeshows, attending sales meetings, and carrying out marketing research Another tool

is time-and-duty analysis In addition to time spent selling, the salesperson spends

time travelling, waiting, eating, taking breaks, and doing administrative chores

On average, actual face-to-face selling time accounts for only 30% of totalworking time If selling time could be raised from 30% to 40%, this would be a33% increase in the time spent selling Companies always are trying to find ways tosave time – using phones instead of travelling, simplifying record-keeping formfinding better call and routing plans, and supplying more and better customerinformation

Salespeople often work alone, and they must sometime travel away form home.They may face aggressive, competing salespeople and difficult customers Theysometimes lack the authority to do what is needed to win a sale and may thus loselarge orders they have worked hard to obtain Therefore, salespeople often needspecial encouragement to do their best Management can boost sales force morale

and performance through its organizational climate, sales quotas, and positive

incentives.

- Organizational climate: Organization climate describes the feeling that

salespeople have about their opportunities, value, and rewards for a goodperformance within the company Treatment from the salesperson’s immediatesuperior is especially important A good sales manager keeps in touch with the salesforce through letters and phone calls, visits in the field, and evaluation sessions inthe home office At different times, the sales manager acts as the salesperson’s boss,companion, coach, and confessor

- Sale quotas: Sales quotas are standards set for salespeople, starting the

amount they should sell and how sales should be divided among the company’sproducts Sales quotas are set at the time the annual marketing plan is developed.The company first decides on a sales forecast that is reasonable achievable Based

on this forecast, management plans production, work-force size, and financialneeds Generally, sales quotas are set higher than the sales forecast to encouragesales managers and salespeople to give their best effort If they fail to make theirquotas, the company may still make its sales forecast

- Positive incentives: Sales meetings provide social occasions, break from with

a larger from routines, chances to meet and talk with “company brass”, and

opportunities to air feelings and to identify with a larger group Companies alsosponsor sales contests to spur the sales force to make a selling effort above whatwould normally be expected Other incentives include honors, merchandise andcash awards, trips, and profit-sharing plans.

1.4 Evaluating salespeople

Using sales force reports and other information, sales management formallyevaluates members of the sales force Formal evaluation products four benefits.First, management must develop and communicate clear standards for judgingperformance Second, management must gather well-rounded information abouteach salesperson Third, salespeople receive constructive feedback that helps them

to improve future performance Finally, salespeople are motivated to perform wellbecause they know they will have to sit down with the sales manager and explaintheir performance

- Comparing salespeople’s performance: One type evaluation compares and

ranks the sales performance of different salespeople Such comparisons can bemisleading, however Salespeople may perform differently because of differences interritory potential workload, level of competition, company promotion effort, andother factors Furthermore, sales are not usually the best indicator of achievement.Management should be more interested in how much each salesperson contributes

to net profits, a concern that requires looking at each salesperson’s sales mix andexpenses

- Comparing current sales with past sales: Such a comparison should directly

indicate the person’s progress

- Qualitative evaluation of sales people: A qualitative evaluation usually looks at

a salesperson’s knowledge of the company, products, customers, competitors,territory, and tasks Personal traits – manner, appearance, speech, and temperament– can be rated The sales manager also can review any problems in motivation orcompliance Each company must decide what would be most useful to know Itshould communicate these criteria to salespeople so that they understand how theirperformance is evaluated and can make an effort to improve it

2 Steps in the selling process

In addition to the theory of Sales force management, the report also uses thestandard steps in the selling process in the Principles of Marketing textook written

by Philip Kotler and Gary Amstrong

1.1 Prospecting and qualifying

The first step in selling process is prospecting – identifying qualified potentialcustomers Although the company supplies some leads, salespeople need skill infinding their own They can ask current customers for the names of prospects Theycan build referral sources, such as suppliers, dealers, noncompeting salespeople, andbankers They can join organizations to which prospects belong or can engage inspeaking and writing activities that will draw attention They can search for names

in newspapers or directories and use the telephone and mail to track down leads Orthey can drop in unannounced on various offices

The salesperson often must approach many prospects to get just a few sales.Salespeople need to know how to qualify leads – that is, how to identify the goodones and screen out the poor ones Prospects can be qualified by looking at theirfinancial ability, volume of business, special needs, location, and possibilities forgrowth

1.2 Pre-approach

Before calling on a prospect, the salesperson should learn as much as possibleabout the organization (what it needs, who is involved in the buying) and its buyers(their characteristics and buying styles) This step is known as the pre-approach.The salesperson can consult standard sources, acquaintances, and others to learn

about the company The salesperson should set call objectives, which may be to

qualify the prospect, to gather information, or to make an immediate sale Anothertask is to decide on the approach, which might be a personal visit, a phone call, or aletter The best timing should be considered carefully because many prospects arebusiest at certain times Finally, the salesperson should give thought to an overallsales strategy for the account

1.3 Approach

During the approach the step, the salesperson should know how to meet and greetthe buyer and to get the relationship off to a good start This step involves thesalesperson’s appearance, opening lines, and the follow-up remarks The openinglines should be positive and might be followed by some key questions to learn moreabout the customer’s needs or the showing of a display or sample to attract thebuyer’s attention and curiosity

1.4 Presentation and Demonstration

During the presentation step of the selling process, the salesperson tells theproduct “story” to the buyer, showing hoe the product will make or save money.The salesperson describes the product features but concentrates on presentingcustomer benefits Using a need-satisfaction approach, the salesperson starts with asearch for the customer’s needs by getting the customer to do most of the talking.This approach calls for good listening and problem-solving skills Salespresentations can be improved with demonstration aids, such as booklets, flipcharts, slides, videotapes or videodisc, and product samples If buyers can see orhandle the product, they will better remember its features and benefits

1.5 Handling objects

Customers almost always have objections during the presentation or when asked

to place an order The problem can be either logical or psychological, andobjections are often unspoken In handling objections, the salesperson should use apositive approach, seek out hidden objections, ask the buyer to clarify anyobjections, take objections as opportunities to provide more information, and turnthe objections into reasons for buying Every salesperson needs training in the skills

of handling objections

1.6 Closing

After handling the prospect’s objections, the salesperson now tries to close thesale Some salespeople do not get around to closing or do not handle it well Theymay lack confidence, feel guilty about asking for the order, or fail to recognize theright moment to close the sale Salespeople should know how to recognize theclosing signals from the buyer, including physical actions, comments, andquestions For example, the customer might sit forward and nod approvingly or askabout prices and credit terms Salespeople can use one of several closingtechniques They can ask for the order, review points of agreement, offer to helpwrite up the order, ask whether the buyer wants this model or that one, or note thatthe buyer will lose out if the order is not placed now The salesperson may offer thebuyer special reasons to close, such as a lower price or an extra quantity at noexchange

1.7 Follow up

The last step in selling process – follow up – is necessary if the salesperson wants

to ensure customer satisfaction and repeat business Right after closing, the

salesperson should complete any detail on delivery time, purchase terms, and othermatters The salesperson should schedule a follow-up call when the initial order isreceived to make sure there are proper installation, instruction, and servicing Thisvisit would reveal any problem, assure the buyer of the salesperson’s interest, andreduce any buyer concerns that might have arisen since the sale.

2 Selling online advertising

The website www.khoadaotao.vn provides the services of online advertising tothe customers – trainers Therefore, it is impossible to ignore the theory of sellingonline advertising This theory is extracted from the textbook of E-commercepublished by National Economics University Publisher

According to this book, selling online advertising is a kind of special onlineservice business, including particular content and requires Online advertisingbusiness is not a mere click, but requires much of patience, hardness, sensitivenesswith the variation of the Internet It requires the advertisers to offer attractiveadvertisements, which satisfy needs and hobbies of customers, make relationships

in long run with advertisers, keep flexibilities in pricing, and make creation Buyinggoods in the market is not easy, and buying online advertising is much moredifficult Therefore, businesses should do these following contents as good aspossible:

2.1 Pointing out and classifying what they buy

The first step in setting up an advertising program is to point out and classifyingwhat can be sold When we sell advertisements on the Internet, advertising program

is our products, which need classifying and inventorying It is essential to considerthe ability of accepting advertising samples, placing the advertisements in order todefine technical details of the site, including: advertising samples, arrangingpositions for advertising, types of advertising, types of static, dynamic ormultimedia advertisements, the selective purposes, particular benefits such asmonopoly compromise, and other opportunities

2.2 Preparing the essential base for their website

When the business accepts advertising, they need to prepare the essential base fortheir website in order to make sure that all the applications can satisfy needs ofcustomers That is to supervise and measure the activities of their site, advertisingmodels and manage the advertising