... 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 ... 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 about one ... 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,...
... Business Marketing For Dummies, 2nd Edition
xvi
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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 ... headed downhill 71
Small Business Marketing For Dummies, 2nd Edition
xiv
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Praise for “Small Business
Marketing For Dummies”
“Schenck writes with the authority...
... 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), ... 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 ... (see Chapter 17
for inquiry-to-customer conversion information). At the very least, your
inquiry follow-up efforts will help you find out why prospects didn’t buy,
and that information may help...
... 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).
• 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...