...
reproduce
for
instructional use.
Developing
Tactics
for
Listening
OXFORD
UNIVERSITY
PRESS
198 Madison Avenue
New York, NY 10016 USA
Great Clarendon Street
Oxford ox2 6dp UK
Oxford University ... Vietnam
oxford and oxford english are registered trademarks of Oxford University Press
OXFORD is a trademark of Oxford University Press.
â Oxford University Press 2004
Database right Oxford University ...
â
Oxford
University Press. Permission
granted
to
reproduce
for
instructional
use.
Developing
Tactics
for
Listening
Name: _
Date: _
om
1. Let's Listen
Hannah is listening...
... 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 ... 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 ... platform
is a Windows NT system or UNIX system using X-Windows.
Personal Oracle for Windows
The newly released product, Personal Oracle for Windows, provides a version of the Oracle
RDBMS for...
... 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 ... directories
A directory is a categorized collection of information about Web sites. Rather
than containing information from Web pages, it contains information about
Web sites.
The most significant search ... Project information, displayed in Google —
dir.google.com — in Figure 1-2.) Directory companies don’t use spiders or
bots to download and index pages on the Web sites in the directory; rather,
for...
... by competitive
alternatives as never before, this edition includes an all-new Part V, with
advice for converting prospects to customers, making sales, developing cus-
tomer satisfaction, and ... 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 ... first edition of
Small Business Marketing For Dummies, which Business Week praised for pre-
senting “marketing issues as real-world problems with real-world solutions.”
Today, she’s still forming...
... 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), ... all the effort involved in developing
awareness and interest through advertising, publicity, and promotions —
without these, even the best sales effort stands only a fraction of a chance for
success.
05_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...
... 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 ... intake, only two ounces of the liquid consumed was in the form of
Coca-Cola. Coca-Cola officials used this information as the basis of an effort
to increase what they termed their share of stomach.
This ... spur-of-the-moment stays.
Conduct a similar analysis for your own business:
ߜ How do your products break down into product lines? (See Chapter 3 for
more information about this important topic.)
ߜ What...
... 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 ... similar information in the past.
ߜ Those who were referred to you by a colleague or by a group related to
your business with the assurance that they will appreciate receiving
your information.
Before...
... 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: ...
www.constantcontact.com for information and a trial offer).
ߜ Include a link to your Web site. If your newsletter refers to a specific
part of your site — for example, the page for a new product — ... 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 ... online and at your physical location.
For online contact, provide your e-mail address or include a contact form on
your site. The contact form is less convenient for users but protects your
address ... 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...