... the client machine or the network: a 10 -second response time to a query could be
caused by a 1 -second response from the server and a 9 -second wait for the information to be
processed in the GUI.
If ... system.
What’s in this Book?
In this book, I help you build a foundation of understanding. When you finish reading this
book, you should have not only an understanding about how to design high-performance ... you in investigating performance problems.
Chapter 7, “Performance Engineering Starts at the Design Stage,” explains the holistic approach
to performance engineering. Performance should be engineered...
... engines at all, let alone ranking well.
This part of the book also includes basic information on
how to create a Web site that works well for both visitors
and search engines, and you find out ... engine campaign.
Appendix
Don’t forget to check out the appendix, where you find information on copy-
right laws.
4
Search Engine Optimization For Dummies, 2nd Edition
03_979988 intro.qxp 3/31/06 ... Project, you
have to go to those systems and register your site. See Chapter 12 for infor-
mation. What if you search for your site in the search engines and can’t find
it? If the site isn’t in Google,...
... success.
This book shows you how.
How to Know That This Book Is for You
Are you just starting out in business? Or are you so busy trying to run your
business that you barely have time for marketing? For ... 8:55 PM Page xv
Table of Contents
Introduction 1
How to Know That This Book Is for You 1
How to Use This Book 2
How This Book Is Organized 2
Part I: Getting Started in Marketing 2
Part II: Sharpening ... Business Marketing For Dummies, 2nd Edition
xvi
02_578391 ftoc.qxd 12/28/04 8:55 PM Page xvi
by Barbara Findlay Schenck
Marketing Consultant
Small Business
Marketing
FOR
DUMmIES
‰
2ND EDITION
01_578391...
... your business offers, for example, a product for
pets, these books can lead you to the market areas with concentra-
tions of pet owners. (See the Appendix for additional information
about these ... packed with information on the tactics small businesses use most,
including direct mail, brochures, publicity, promotions, and online communi-
cations. In the first edition of this book, Part IV ... there to conduct formal
or informal research — depending on your business environment.
Whether you survey all customers or limit your effort to every nth cus-
tomer (every tenth one, for example),...
... feasible for
success?
ߜ Can you find a unique niche in the marketplace for it? The topic of
positioning and branding products is a chapter unto itself, so turn to
Chapter 7 for more information.
As ... get you started, Table 3-1 shows products for a bookstore.
Table 3-1 Independent Bookstore Product Analysis
Product Product Revenue Percentage of Revenue
Books $250,000 44%
Magazines $95,000 16%
Coffee ... would want to
direct marketing efforts. If they arrive because art or history teachers
make the choice, the museum would want to get information to art or
history teachers.
There’s an old, self-evident...
... Penalties for nonperformance: State that you will pay less if the firm
doesn’t meet the deadlines or the expectations.
ߜ Performance milestones: Include a timeline that sets dates for major
steps ... communication projects. For
example, if you’re asking for speechwriting assistance, know the length
of time allocated for your presentation. If you’re requesting materials for
a sales presentation, ... look for your company.
ߜ When the budget for a single marketing effort exceeds $10,000. If you’re
putting significant dollars behind a direct-mail program, brochure, ad
campaign, or marketing effort,...
... support in the form of
shared costs for the media placements.
ߜ Ask your station to add your logo and tag line. In return for your ad buy,
they will probably perform the service for free or close ... tag team
effort: You use mass media advertising to build awareness, desire, and per-
ceived value for your products and then use one-to-one marketing to call for
the order and to form the basis ... risk-free and reliable. For example, extend a money-
back guarantee, a delivery guarantee, or a service guarantee. And keep
your promise — for good business purposes and for legal reasons.
ߜ A...
... one for the local media, one for distant or
national media, one for industry media, and so on.
Once you know your angle, begin writing your release in this order:
ߜ Whom to contact for more information: ... unnecessary for all but the
most sensitive news announcements, which probably require the help of
NEW EDITION OF MARKETING BOOK
EMPHASIZES LOW-COST TECHNIQUES
FOR SMALL BUSINESS
For Immediate ... quick trip to the trash can.
ߜ Know how you’ll distribute the items before you place an order for
advertising specialties.
For information on ordering from the unbelievably wide range of specialties
available,...
... with company background information (see
Boilerplate information in the preceding section).
ã Close your e-mail with your contact information, in this format:
CONTACT INFORMATION:
Contact Person’s ... marketing efforts and by registering it with blog directories.
For a good overview on blogging basics, visit the Technorati Web site at
www.technorati.com/help/blogging101.html.
For free step-by-step ... section,
“Managing media interviews,” for more information on this topic.
Managing media interviews
When you hit the publicity jackpot and a reporter calls for an interview, be
ready!
Before the interview
Get...
... preferred for higher pressure ducted systems.
Centrifugal Fan Types
Backward Inclined, Airfoil, Forward Curved, and Radial Tip.
Fan Selection Criteria
Before selecting a fan, the following information ... connection.
Arrangement 1 plus
extended base for prime
mover.
Arr. 7 DWDI - For belt drive
or direct connection.
Arrangement 3 plus base for
prime mover.
Arr. 10 SWSI - For belt
drive. Impeller overhung,
two ... Slightly
Motor and Drive Basics
10
Drive Arrangements for Centrifugal Fans (cont.)
SW - Single Width, SI - Single Inlet
DW - Double Width, DI - Double Inlet
Arr. 8 SWSI - For belt drive
or direct...