Tag: Transaction

  • e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)

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    What is e-Marketing?

    e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories around it; however there is one thing upon which there is no doubt – that e-Marketing first appeared under the form of various techniques deployed by pioneer companies selling their products via the internet in the early 90’s.

    The frenzy around these new marketing techniques created by e-tailers and supported by the internet rapidly gave birth to a new dimension of what we knew as Marketing: the e-Marketing (electronic Marketing).

    There are many definitions to what e-Marketing is, the simplest and shortest one being formulated by Mark Sceats: e-Marketing is Marketing that uses the internet as manifestation media. A working definition is that coming from a group of CISCO specialists: e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.

    e-Marketing Strategy

    The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline Marketing – the well-known 4 P’s (Product – Price – Promotion – Positioning) that form the classic Marketing mix. Add the extra 3 P’s (People – Processes – Proof) and you got the whole extended Marketing mix.

    Until here, there are no much aspects to differentiate e-Marketing from the traditional Marketing performed offline: the extended Marketing mix (4 + 3 P’s) is built around the concept of “transactional” and its elements perform transactional functions defined by the exchange paradigm. What gives e-Marketing its uniqueness is a series of specific functions, relational functions, that can be synthesized in the 2P + 2C+ 3S formula: Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion.

    These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate, operate upon all situational functions of the mix (the classic 4 P’s) and upon each other.

    1. Personalization

    The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on individual level and gather all possible information about them, with the purpose of knowing our market and be able to develop customized, personalized products and services.

    For example, a cookie strategically placed on the website visitor’s computer can let us know vital information concerning the access speed available: in consequence, if we know the visitor is using a slow connection (eg. dial-up) we will offer a low-volume variation of our website, with reduced graphic content and no multimedia or flash applications. This will ease our customer’s experience on our website and he will be prevented from leaving the website on the reason that it takes too long to load its pages.

    Personalization can be applied to any component of the Marketing mix; therefore, it is a moderating function.

    2. Privacy

    Privacy is an element of the mix very much connected to the previous one – personalization. When we gather and store information about our customers and potential customers (therefore, when we perform the personalization part of the e-Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. A major task to do when implementing an e-Marketing strategy is that of creating and developing a policy upon access procedures to the collected information.

    This is a duty and a must for any conscious marketer to consider all aspects of privacy, as long as data are collected and stored, data about individual persons.

    Privacy is even more important when establishing the e-Marketing mix since there are many regulations and legal aspects to be considered regarding collection and usage of such information.

    3. Customer Service

    Customer service is one of the necessary and required activities among the support functions needed in transactional situations.

    We will connect the apparition of the customer service processes to the inclusion of the “time” parameter in transactions. When switching from a situational perspective to a relational one, and e-Marketing is mostly based on a relational perspective, the marketer saw himself somehow forced into considering support and assistance on a non-temporal level, permanently, over time.

    For these reasons, we should consider the Customer Service function (in its fullest and largest definition) as an essential one within the e-Marketing mix.

    As we can easily figure out, the service (or assistance if you wish) can be performed upon any element from the classic 4 P’s, hence its moderating character.

    4. Community

    We can all agree that e-Marketing is conditioned by the existence of this impressive network that the internet is. The merely existence of such a network implies that individuals as well as groups will eventually interact. A group of entities that interact for a common purpose is what we call a “community” and we will soon see why it is of absolute importance to participate, to be part of a community.

    The Metcalf law (named after Robert Metcalf) states that the value of a network is given by the number of its components, more exactly the value of a network equals the square of the number of components. We can apply this simple law to communities, since they are a network: we will then conclude that the value of a community rises with the number of its members. This is the power of communities; this is why we have to be a part of it.

    The customers / clients of a business can be seen as part of a community where they interact (either independent or influenced by the marketer) – therefore developing a community is a task to be performed by any business, even though it is not always seen as essential.

    Interactions among members of such a community can address any of the other functions of e-Marketing, so it can be placed next to other moderating functions.

    5. Site

    We have seen and agreed that e-Marketing interactions take place on a digital media – the internet. But such interactions and relations also need a proper location, to be available at any moment and from any place – a digital location for digital interactions.

    Such a location is what we call a “site”, which is the most widespread name for it. It is now the time to mention that the “website” is merely a form of a “site” and should not be mistaken or seen as synonyms. The “site” can take other forms too, such as a Palm Pilot or any other handheld device, for example.

    This special location, accessible through all sort of digital technologies is moderating all other functions of the e-Marketing – it is then a moderating function.

    6. Security

    The “security” function emerged as an essential function of e-Marketing once transactions began to be performed through internet channels.

    What we need to keep in mind as marketers are the following two issues on security:

    – security during transactions performed on our website, where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction;

    – security of data collected and stored, about our customers and visitors.

    A honest marketer will have to consider these possible causes of further trouble and has to co-operate with the company’s IT department in order to be able to formulate convincing (and true, honest!) messages towards the customers that their personal details are protected from unauthorized eyes.

    7. Sales Promotion

    At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume.

    This function counts on the marketer’s ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.

    On the other hand, the marketer needs to continuously keep up with the latest internet technologies and applications so that he can fully exploit them.

    To conclude, we have seen that e-Marketing implies new dimensions to be considered aside of those inherited from the traditional Marketing. These dimensions revolve around the concept of relational functions and they are a must to be included in any e-Marketing strategy in order for it to be efficient and deliver results.

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    Source by Otilia Otlacan

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  • Ten Ways to Strengthen Your Reading Habit

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    Most people wish they read more. It is an activity that is both fun and enlightening. It can help us be more knowledgeable and successful. However, it is an activity that many people don’t engage in very much. According to the 1999 National Household Education Survey, 50% of the U.S. population aged 25 and over read a newspaper at least once a week, read one or more magazines regularly, and had read a book in the past 6 months. What does this mean? It means that 50% of the population hasn’t read a book in the last six months! Looking at the other end of the spectrum, research shows that if you read ten books a year, you are in the top few percent of all people as readers. Simply stated, it doesn’t take much to be well read, but we do need to know how to get started. The following are ten suggestions to help you strengthen your reading habit – ways to find and make more time for reading. 1. Always have a book around. Don’t go anywhere without reading material. Keep magazines or short stories in your bathroom. Always have something in your briefcase to read. Keep a book(s) by your bed. Having things available makes it easier for you to steal otherwise lost moments. 2. Set a reading goal. Determine how much time you want to spend reading, or how many books you want to read over time. Your goal might be a book a month, one per week, or it might be to read 30 minutes a day. Start out with something attainable but still a stretch. As your habit builds, you might set higher goals. Setting a goal is the first step towards reading more. 3. Keep a log. Keep a list of the books you have read, or keep track of how much time you read each day. You might keep these lists in your journal or your day planner. My son’s log is on our refrigerator. My list and log are kept on my computer. It doesn’t matter where you keep it, just do it. 4. Keep a list. Make a list of things you want to read in the future. Ask your friends and colleagues what they are reading. Watch for recommendations in the newspaper and magazines. Once you start looking for good books, you’ll find them everywhere. This is a great way to keep your enthusiasm up. By knowing what great stuff you want to read, you will reinforce your reading habit. 5. Turn off the television. Many people say they just don’t have enough time. Television is one of our major time consumers. Make your television watching more conscious and less habitual. There is nothing wrong with watching television shows you really enjoy. Where the time gets lost is turning it on, and scanning to find “something to watch.” Those are the times to turn it off and pick up your book! 6. Listen when you can’t read. Use your commute and other time spent in the car to listen! There are great audio versions of all sorts of books. Whether you want to “read” fiction, the latest self-help or diet book, it is probably available on tape. Don’t get locked into the idea that you have to read it – listening to the book still gives you the experience, ideas, and imagination that reading a book can. 7. Join a reading group or book club. Reading groups typically meet once a month to discuss a book they have all decided to read. Committing to the group provides a bit more impetus to finish the book, and gives you a great forum for discussion and socialization around the book’s themes. 8. Visit the library or bookstore often. You have your list, right? So you’ll have some ideas of what you are looking for when you walk in. But there is more to be gained by walking through places where books reside than just to make a transaction. Take time to browse! Let your eyes find things of interest. Let serendipity happen. Browsing will feed your mental need to read, and give you plenty of new things to read. 9. Build your own strategy. Decide when reading fits your schedule. Some people read first thing in the morning, some before bed. Some decide to read as they eat their lunch. And there is more to your strategy than just timing. Make your own decisions about reading. It is OK to be reading more than one book at once. It is OK to stop reading something before you finish if it isn’t holding your interest. It is OK to skim the book, getting what you want or need, without reading every page. Determine what works best for you, develop your own beliefs and ideas–then make them work for you. 10. Drop Everything and Read. My son’s fourth grade class has DEAR (Drop Everything and Read) time. When the teacher calls for it, that’s just what they do. They read now. That is my last piece of advice for you. Do it. Just get started. Make it DEAR time. Now.

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    Source by Kevin Eikenberry

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  • Cash Register Basics and Functions

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    A cash register is one of the devices that are used within a sales establishment and which are being operated by a sales clerk. This is usually used to calculate the total number of sale a customer was able to purchase, and will also give the people the proper change and the respective receipts with what they are buying. Attached to a cash register is a cash drawer, and this drawer will open during the process of the transaction and will allow the cashier to make the change necessary for the customer. If there are no changes required, the receipts will just immediately comes out from the said device. Cash register is commonly seen within a department store, since it is one way where they can give fast services to their customers.

    Instead of making manual calculations with all the items being purchased by the customer, cash register is one way for you to calculate all the sales right away and without any waste of time, you can immediately give the fast services that your customer expect from you. In order to start the process with this cash register, the sales clerk will only scan a certain item with its corresponding bar code scanner, and this will allow the register to display the current price of each item being purchase by the customer. When the sales clerk is done with it, she will then put the payment amount on the register and immediately calculation will certain follow. If there are change that should be given to the customer, the cash drawer will also open immediately for the cashier to get the change, and the receipts will immediately follow.

    A receipt will come out when the process is already completed, and the items are being keyed out of the store’s inventory records right away. This record will help the store to have an accurate check during their inventory. In every item being purchase, there is also a corresponding record on it. The register will going to keep each record of every item being purchase, and it will be printed out at the end of the day for their inventory. It is also advisable that cash drawers will be counted from time to time in order to ensure that the cash register always has its appropriate amount of money in order to conduct the process. If you are going to handle the said device, make sure to observe strictly the procedures and safety precautions, so that all transactions are made to be safe. The safety rules, programming of the department key, basic set up of the said device, and all transactions necessary to operate the cash register must always be taken into consideration.

    Cash registers make every transaction fast and easy especially for the sales clerk. A simple scan of every item will immediately program the different records of each item. This device will not only benefit the customers, but in the same manner it is also a great advantage for the store owner since it will enable them to have an accurate inventory at the end of the day.

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    Source by Louisse Deannise Medina

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  • Offline Dating Vs Online Dating

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    Offline dating is whereby an administrator of the website Interacts with members as they apply through a private secure online application. The application may have a setting that allows the administrator to manually approve or decline each application. That way, if the administrators feel the member does not meet the criteria of what the other offline dating members are looking for, they will be denied access and notified through an email. Offline dating can build a private community based on its mission statement and be more selective. This can result in more targeted searches and a higher percentage of matches with a smaller number of members.

    Online dating is whereby there are no administrators interacting with members as they apply. Anyone can fill out an application and they become members. Online dating is an open community and by using algorithms, you search for your match. This can result in less targeted searches and a lower percentage of matches with a larger number of members.

    The advantages of offline dating are you can meet a member in person at an event in your city. Offline dating companies typically host Mixers in different cities for its members and many Mixers don't charge a fee to attend. There is a cash bar and members are encouraged to purchase one drink that the venue keeps. This arrangement allows the offline dating company to host free Mixers. The member don't pay to attend, the offline dating company does pay for space to host the Mixer and the venue makes money from the cash bar.

    The advantages of online dating are members don't face rejection at live mixers. They initially contact each other and establish a virtual relationship that may or may not lead to an in person meeting. The goal is to meet offline and after a period of time establishing a virtual relationship, a level of comfort and trust is established. This may make the first live meeting less stressful.

    The costs of offline dating can be more because attending some events might cost more. Some events are free, such as attending a 2 hour cash bar event at a restaurant. Some events such as a destination trip, a ski trip or cruise ship will cost more.

    The costs of online dating are less because you know what your monthly charge is and at any time, you can cancel your subscription.

    The technology with offline dating companies are a combination of algorithms and human interaction. When a member registers and gets approved, their profiles are uploaded to the system and are not visible by other approved members. Only the administrators of the website can access members profiles and invite members to events, send updates on new happenings and offer dates for a fee. If a member wants to search through the offline dating sites database, only administrator can perform that function for him or her. When a search is completed on behalf of a member interested in finding matches, the system generates appropriate matches based on algorithms that the administrator sets, usually a 70% or higher compatibility. Once those appropriate matches are generated, the administrator can send a photo and bio for the member interested in getting dates to view, with just a click of a few buttons. No other information about the member is sent.

    The member requesting dates then selects a handful of members he or she would like to go on a date with and email the administrator which ones. Next, the administrator then sends those handful of members a photo and bio. No other information is visible. Finally, when any of those handful of members reply they would go on a date with the member requesting a date, a date is ready to be completed. To complete the transaction, the administrator sends a secure electronic invoice for $ 25 and once paid, the administrator sends the contact information for one of those members that is waiting to be contacted to go on a date with. This is a 5 step process all driven by technology and a push of a few buttons that can take less than 15 minutes per date. The process with offline dating companies is simply setting up a guaranteed date, whereby both members have seen photos and bios and both agreed to go on a date. This can take the anxiety out of arranging a date and save time.

    The technology with online dating companies are very simple and straightforward. Members apply online, upload their information, pay a subscription fee and can search and contact other members as the system produces matches based on algorithms that the administrator sets. The advantage is members can view hundreds of profiles and contact hundreds of members, all by paying a monthly subscription with no assistance of an administrator. The challenge comes when a member is interested and contacts another member, that member might not reply. Time and effort spent developing searching and contacting other members might not result in any dates.

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    Source by Janis Spindel

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