...
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 ... 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...
... 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, ... 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...
... 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 ... 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 ... 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...
... 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 ... 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 ... 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...
... 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 ... 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 ... 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...