The document discusses pricing strategies for small businesses. It explains that pricing is a complex process that involves both objective factors like costs as well as subjective psychology. It discusses how price conveys an image about quality and value to customers. While costs are a consideration, the key is to focus on differentiating your business and perceiving value to customers. The chapter covers techniques like markup pricing, odd pricing, discounts, and dynamic pricing strategies for different business and product types.
This document discusses conducting a feasibility analysis and creating a business plan. It covers the key elements of a feasibility analysis, including industry and market feasibility, product or service feasibility, and financial feasibility. It also discusses the five forces model for industry analysis and outlines the key components of an effective business plan, including the executive summary, company history, marketing strategy, management team, and financial projections. The overall purpose is to provide guidance on evaluating the viability of a business idea through a feasibility study before developing a full business plan.
The document discusses key considerations and steps for buying an existing business. It identifies important questions to ask such as the business's potential, necessary changes, and financing. The advantages include an established business, but disadvantages can include outdated equipment or inventory. A thorough analysis of the business's financials, products, customers, and legal aspects is vital. The acquisition process typically involves initial contact, due diligence, negotiations, and finalizing a purchase agreement.
The document discusses marketing strategies and plans, including identifying a company's value chain, core competencies, and marketing opportunities. It explains that a marketing plan operates at both a strategic and tactical level to direct a company's marketing efforts and should include an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls. Additionally, the document covers topics such as product versus market orientation, SWOT analysis, and Porter's generic strategies.
This chapter discusses strategy review, evaluation and control. It is important for organizations to regularly review and evaluate their strategies to ensure they are still effective and aligned with the changing internal and external environments. The chapter outlines the key aspects of strategy evaluation, including examining the underlying bases of the strategy, comparing expected vs actual results, and taking corrective actions. It also discusses various quantitative and qualitative criteria that can be used to measure organizational performance and evaluate strategy effectiveness, such as financial ratios and the balanced scorecard approach. Contingency planning and auditing are also covered as important parts of the strategy evaluation process.
The document defines marketing as an organizational function involving processes for creating, communicating, and delivering value to customers. Marketing management involves choosing target markets and growing customer relationships through superior value. The document outlines fundamental marketing concepts like customer needs and segmentation. It also discusses how marketing has evolved from a production focus to a customer-centric approach involving relationship building and integrated strategies. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and communicating value.
The document discusses key aspects of services marketing. It defines a service as any act or performance that is intangible and does not result in ownership. Services are classified along a continuum from pure tangible goods to pure services. Services differ from goods in being intangible, inseparable from their delivery, variable in their delivery, and perishable if not provided immediately. The document outlines challenges in services marketing like matching supply and demand and reducing customer failures. It provides best practices for achieving service excellence, improving quality using models of expected service, and enhancing customer support for goods companies.
The document discusses branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods and differentiates them from competitors. Brand equity is the added value provided to products and services through branding, which is reflected in how consumers think, feel and act regarding the brand. Building brand equity involves identifying brand positioning, implementing brand marketing, measuring brand performance, and growing brand value over time. Strong brands provide advantages like greater customer loyalty and margins. The document also discusses measuring brand equity, managing brand equity through reinforcement or revitalization, and developing branding strategies.
The document outlines the strategic management process for developing a competitive business model and strategic plan. It discusses 9 key steps: 1) developing a vision and mission statement, 2) assessing strengths and weaknesses, 3) scanning for opportunities and threats, 4) identifying success factors, 5) analyzing competitors, 6) creating goals and objectives, 7) formulating strategies, 8) translating strategies into action plans, and 9) establishing controls. The overall process provides a framework to guide a company in accomplishing its mission and goals through developing a sustainable competitive advantage.
This chapter discusses mechanisms for growing a business using external resources, including franchising, joint ventures, acquisitions, and mergers. Franchising involves a franchisor granting exclusive distribution rights to a franchisee in exchange for royalties and standardized operations. Joint ventures are partnerships between two companies for objectives like entering new markets. Acquisitions involve purchasing another company, while mergers combine two companies. The chapter provides advice on evaluating and structuring these external growth options.
The document discusses the importance of financial planning for businesses. It outlines key financial statements like the balance sheet, income statement, and statement of cash flows that are essential for financial planning. The document also discusses creating projected financial statements to help set goals and transforming goals into reality. It then covers ratio analysis which expresses relationships between financial statement elements and are important indicators of a company's health. Twelve key ratios are defined across liquidity, leverage, operating, and profitability categories. Interpretations of sample ratios for Sam's Appliance Shop are provided.
This document discusses the key issues in implementing business strategies. It explains that strategy implementation requires managing operational forces and focuses on efficiency, coordination among many people, and leadership skills. Some of the main issues covered are establishing objectives and policies, allocating resources, matching organizational structure to strategy, managing resistance to change, and developing human resources and production/operations processes that support the strategy. The overall purpose is to outline the operational and management considerations essential for successfully implementing business strategies.
This document discusses the components of a modern marketing information system, including internal company records, marketing intelligence activities, and marketing research. It describes useful internal records like sales data, costs, and inventory levels. Marketing intelligence involves obtaining everyday information about the marketing environment from sources like customer feedback sites, blogs, and marketing intelligence collected on the internet. The document also discusses analyzing demand and forecasts through measuring current and potential demand in markets and estimating future demand through various techniques.
The document discusses various sources of capital for businesses, including debt financing (loans), equity financing (selling ownership stakes), internal funds (profits, asset sales), personal funds, friends and family investments, bank loans, Small Business Administration programs, private placements, government grants, and bootstrap financing (conserving cash through discounts and promotions). It provides details on the characteristics, advantages, disadvantages and processes for obtaining different types of financing.
This document discusses developing pricing strategies and programs. It begins with questions about how consumers evaluate prices and how companies should set and adapt prices. It then covers topics like how the internet has changed pricing, common pricing mistakes, consumer psychology around pricing, estimating costs, competitor price analysis, different pricing methods, selecting a final price, price discounts and changes, and how to respond to competitor price changes. The goal is to help companies determine the optimal ways to set, adjust, and manage their prices.
Chapter 02_Overview of the Financial SystemRusman Mukhlis
油
This chapter provides an overview of the financial system, including the functions of financial markets and intermediaries in channeling funds from lenders to borrowers. It describes the structure of markets, such as debt versus equity, and primary versus secondary markets. It also discusses the internationalization of markets and the role of regulation in ensuring stability and transparency.
This chapter discusses various strategic management concepts including long term objectives, financial and strategic objectives, levels of strategies for large and small companies, types of strategies such as vertical integration, intensive strategies, diversification strategies, defensive strategies, and Porter's five generic strategies. It also discusses strategic management in nonprofit and governmental organizations. The chapter concludes with an exercise analyzing a case study on Estee Lauder.
The document provides an overview of key concepts related to business organizations, taxation, and financial markets. It discusses the four main forms of business organization in the US - sole proprietorships, partnerships, corporations, and limited liability companies. It also covers corporate income tax calculation, various depreciation methods like straight-line and MACRS, and how the Jobs and Growth Tax Relief Reconciliation Act of 2003 temporarily increased bonus depreciation deductions. The goal is for readers to understand these important business, tax, and financial environments.
This document discusses various legal issues that entrepreneurs should consider, including intellectual property (patents, trademarks, copyrights, and trade secrets), selecting lawyers, patent types and processes, trademarks, copyrights, trade secrets, licensing, product safety and liability, insurance, the Sarbanes-Oxley Act, and contracts. It provides information on each topic and considerations for entrepreneurs.
This document discusses the importance of creating a business plan when starting a new venture. It provides guidance on what should be included in each section of a business plan, such as the executive summary, marketing plan, financial plan, and appendices. The business plan is described as an important tool for entrepreneurs to assess the viability of their venture and obtain financing from lenders or investors. It also emphasizes the need to regularly update the business plan as the business and market conditions change.
The document provides an overview of key aspects of developing a marketing plan, including understanding the purpose and components of a marketing plan, conducting marketing research, analyzing the internal and external environment, and establishing goals and strategies. A marketing plan addresses where the business has been, where it wants to go, and how it will get there. It involves situational analysis, defining the target market and opportunities/threats, setting goals and objectives, and developing integrated strategies for product, price, placement, and promotion. Marketing research from primary and secondary sources informs the planning process.
This document provides an overview of key concepts regarding product management and new product development. It discusses how companies classify products, differentiate products, manage product mixes and lines. It also covers strategies for new product development through the life cycle, including developing ideas, concept and prototype testing, and adoption stages. Packaging, labeling, and other tools are also examined. The overall document aims to explain fundamental product strategy considerations for marketers.
This document discusses issues related to implementing strategies in marketing, finance/accounting, research and development (R&D), and management information systems (MIS). It provides examples of decisions that must be made in each area, such as how to segment markets, position products, acquire capital, evaluate business worth, approach R&D, and utilize MIS functions. The key challenges of strategy implementation are also noted, such as the fact that less than 10% of formulated strategies are successfully implemented.
Chap 1 an overview of financial managementKumar Sunny
油
This document summarizes key topics from Chapter 1 of the textbook "Financial Management: Theory and Practice". It discusses what financial management is, forms of business organization like sole proprietorships and corporations, and the goals of corporations, which include maximizing stock price by generating cash flows through sales, margins, and capital requirements. It also addresses ethics and social responsibility, and the agency relationship and potential conflicts that can arise between principals like shareholders and their agents, the managers.
This chapter discusses identifying and analyzing opportunities for domestic and international expansion. It covers developing an opportunity assessment plan with sections on the idea, market, management team, and timeline. Information sources for industry, competitors, and governments are provided. International entrepreneurship involves conducting business across borders and dealing with differing economic systems, currencies, regulations, and cultural factors. Strategic considerations for foreign market selection and entry strategies like exporting, licensing, and direct investment are also outlined.
The document discusses competitive dynamics and strategies for different market positions. It addresses how market leaders can expand the total market and defend their share, how challengers can attack leaders, and how followers and nichers can compete. The document also examines strategies for different stages of the product life cycle and how marketers should adapt to economic downturns by focusing on value and customers.
This document discusses building an entrepreneurial team and succession planning. It covers topics such as leadership, hiring effective employees, developing company culture, job design, compensation, and succession planning for family businesses. The key points are that entrepreneurs must take a leadership role, hire the right employees through strategic recruiting and interviews, create a positive company culture, and develop a succession plan to pass the business to future generations of leadership. Effective leadership, team building, and succession planning are vital for business success and longevity.
The document discusses key aspects of services marketing. It defines a service as any act or performance that is intangible and does not result in ownership. Services are classified along a continuum from pure tangible goods to pure services. Services differ from goods in being intangible, inseparable from their delivery, variable in their delivery, and perishable if not provided immediately. The document outlines challenges in services marketing like matching supply and demand and reducing customer failures. It provides best practices for achieving service excellence, improving quality using models of expected service, and enhancing customer support for goods companies.
The document discusses branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods and differentiates them from competitors. Brand equity is the added value provided to products and services through branding, which is reflected in how consumers think, feel and act regarding the brand. Building brand equity involves identifying brand positioning, implementing brand marketing, measuring brand performance, and growing brand value over time. Strong brands provide advantages like greater customer loyalty and margins. The document also discusses measuring brand equity, managing brand equity through reinforcement or revitalization, and developing branding strategies.
The document outlines the strategic management process for developing a competitive business model and strategic plan. It discusses 9 key steps: 1) developing a vision and mission statement, 2) assessing strengths and weaknesses, 3) scanning for opportunities and threats, 4) identifying success factors, 5) analyzing competitors, 6) creating goals and objectives, 7) formulating strategies, 8) translating strategies into action plans, and 9) establishing controls. The overall process provides a framework to guide a company in accomplishing its mission and goals through developing a sustainable competitive advantage.
This chapter discusses mechanisms for growing a business using external resources, including franchising, joint ventures, acquisitions, and mergers. Franchising involves a franchisor granting exclusive distribution rights to a franchisee in exchange for royalties and standardized operations. Joint ventures are partnerships between two companies for objectives like entering new markets. Acquisitions involve purchasing another company, while mergers combine two companies. The chapter provides advice on evaluating and structuring these external growth options.
The document discusses the importance of financial planning for businesses. It outlines key financial statements like the balance sheet, income statement, and statement of cash flows that are essential for financial planning. The document also discusses creating projected financial statements to help set goals and transforming goals into reality. It then covers ratio analysis which expresses relationships between financial statement elements and are important indicators of a company's health. Twelve key ratios are defined across liquidity, leverage, operating, and profitability categories. Interpretations of sample ratios for Sam's Appliance Shop are provided.
This document discusses the key issues in implementing business strategies. It explains that strategy implementation requires managing operational forces and focuses on efficiency, coordination among many people, and leadership skills. Some of the main issues covered are establishing objectives and policies, allocating resources, matching organizational structure to strategy, managing resistance to change, and developing human resources and production/operations processes that support the strategy. The overall purpose is to outline the operational and management considerations essential for successfully implementing business strategies.
This document discusses the components of a modern marketing information system, including internal company records, marketing intelligence activities, and marketing research. It describes useful internal records like sales data, costs, and inventory levels. Marketing intelligence involves obtaining everyday information about the marketing environment from sources like customer feedback sites, blogs, and marketing intelligence collected on the internet. The document also discusses analyzing demand and forecasts through measuring current and potential demand in markets and estimating future demand through various techniques.
The document discusses various sources of capital for businesses, including debt financing (loans), equity financing (selling ownership stakes), internal funds (profits, asset sales), personal funds, friends and family investments, bank loans, Small Business Administration programs, private placements, government grants, and bootstrap financing (conserving cash through discounts and promotions). It provides details on the characteristics, advantages, disadvantages and processes for obtaining different types of financing.
This document discusses developing pricing strategies and programs. It begins with questions about how consumers evaluate prices and how companies should set and adapt prices. It then covers topics like how the internet has changed pricing, common pricing mistakes, consumer psychology around pricing, estimating costs, competitor price analysis, different pricing methods, selecting a final price, price discounts and changes, and how to respond to competitor price changes. The goal is to help companies determine the optimal ways to set, adjust, and manage their prices.
Chapter 02_Overview of the Financial SystemRusman Mukhlis
油
This chapter provides an overview of the financial system, including the functions of financial markets and intermediaries in channeling funds from lenders to borrowers. It describes the structure of markets, such as debt versus equity, and primary versus secondary markets. It also discusses the internationalization of markets and the role of regulation in ensuring stability and transparency.
This chapter discusses various strategic management concepts including long term objectives, financial and strategic objectives, levels of strategies for large and small companies, types of strategies such as vertical integration, intensive strategies, diversification strategies, defensive strategies, and Porter's five generic strategies. It also discusses strategic management in nonprofit and governmental organizations. The chapter concludes with an exercise analyzing a case study on Estee Lauder.
The document provides an overview of key concepts related to business organizations, taxation, and financial markets. It discusses the four main forms of business organization in the US - sole proprietorships, partnerships, corporations, and limited liability companies. It also covers corporate income tax calculation, various depreciation methods like straight-line and MACRS, and how the Jobs and Growth Tax Relief Reconciliation Act of 2003 temporarily increased bonus depreciation deductions. The goal is for readers to understand these important business, tax, and financial environments.
This document discusses various legal issues that entrepreneurs should consider, including intellectual property (patents, trademarks, copyrights, and trade secrets), selecting lawyers, patent types and processes, trademarks, copyrights, trade secrets, licensing, product safety and liability, insurance, the Sarbanes-Oxley Act, and contracts. It provides information on each topic and considerations for entrepreneurs.
This document discusses the importance of creating a business plan when starting a new venture. It provides guidance on what should be included in each section of a business plan, such as the executive summary, marketing plan, financial plan, and appendices. The business plan is described as an important tool for entrepreneurs to assess the viability of their venture and obtain financing from lenders or investors. It also emphasizes the need to regularly update the business plan as the business and market conditions change.
The document provides an overview of key aspects of developing a marketing plan, including understanding the purpose and components of a marketing plan, conducting marketing research, analyzing the internal and external environment, and establishing goals and strategies. A marketing plan addresses where the business has been, where it wants to go, and how it will get there. It involves situational analysis, defining the target market and opportunities/threats, setting goals and objectives, and developing integrated strategies for product, price, placement, and promotion. Marketing research from primary and secondary sources informs the planning process.
This document provides an overview of key concepts regarding product management and new product development. It discusses how companies classify products, differentiate products, manage product mixes and lines. It also covers strategies for new product development through the life cycle, including developing ideas, concept and prototype testing, and adoption stages. Packaging, labeling, and other tools are also examined. The overall document aims to explain fundamental product strategy considerations for marketers.
This document discusses issues related to implementing strategies in marketing, finance/accounting, research and development (R&D), and management information systems (MIS). It provides examples of decisions that must be made in each area, such as how to segment markets, position products, acquire capital, evaluate business worth, approach R&D, and utilize MIS functions. The key challenges of strategy implementation are also noted, such as the fact that less than 10% of formulated strategies are successfully implemented.
Chap 1 an overview of financial managementKumar Sunny
油
This document summarizes key topics from Chapter 1 of the textbook "Financial Management: Theory and Practice". It discusses what financial management is, forms of business organization like sole proprietorships and corporations, and the goals of corporations, which include maximizing stock price by generating cash flows through sales, margins, and capital requirements. It also addresses ethics and social responsibility, and the agency relationship and potential conflicts that can arise between principals like shareholders and their agents, the managers.
This chapter discusses identifying and analyzing opportunities for domestic and international expansion. It covers developing an opportunity assessment plan with sections on the idea, market, management team, and timeline. Information sources for industry, competitors, and governments are provided. International entrepreneurship involves conducting business across borders and dealing with differing economic systems, currencies, regulations, and cultural factors. Strategic considerations for foreign market selection and entry strategies like exporting, licensing, and direct investment are also outlined.
The document discusses competitive dynamics and strategies for different market positions. It addresses how market leaders can expand the total market and defend their share, how challengers can attack leaders, and how followers and nichers can compete. The document also examines strategies for different stages of the product life cycle and how marketers should adapt to economic downturns by focusing on value and customers.
This document discusses building an entrepreneurial team and succession planning. It covers topics such as leadership, hiring effective employees, developing company culture, job design, compensation, and succession planning for family businesses. The key points are that entrepreneurs must take a leadership role, hire the right employees through strategic recruiting and interviews, create a positive company culture, and develop a succession plan to pass the business to future generations of leadership. Effective leadership, team building, and succession planning are vital for business success and longevity.
1) Cash flow management is critical for businesses as insufficient cash flow is a common cause of business failure. 2) The document discusses strategies for improving cash flow such as forecasting sales and cash receipts/disbursements to create a cash budget. 3) Effective cash management focuses on accounts receivable, accounts payable, and inventory levels to accelerate cash collection and extend payment times.
This document provides an introduction to an entrepreneurship and small business management course. It outlines the course objectives which include developing an understanding of entrepreneurial principles and business issues relating to new ventures. It also describes the course components, such as case assignments, an entrepreneur interview, and a group project to develop a feasibility study and business plan. The grading breakdown is provided which includes assignments, exams, and a group project. An introduction to entrepreneurship is also given, defining entrepreneurs and describing common myths about them.
The document discusses factors to consider when choosing a business location and layout. It outlines various location criteria for retailers and manufacturers, including region, state, city, trade area size, infrastructure, incentives and more. For layout, it emphasizes the importance of an efficient and productive design that considers external appearance, compliance with ADA, lighting, ergonomics and avoiding waste. The conclusion restates that location and layout are important decisions that present both challenges and opportunities for entrepreneurs.
The document discusses the foundations of entrepreneurship. It notes that over 550,000 new businesses are launched in the US each year and that 18.7% of the adult US population is actively trying to start a new business. Entrepreneurs are most commonly between the ages of 25-44 and tend to turn to family and friends for startup capital. Small businesses make up over 99% of all US businesses and are a major driver of job growth and innovation. While entrepreneurship presents opportunities, it also carries risks such as income uncertainty, long work hours, and the potential for business failure.
Chapter 1 the foundation of entrepreneurship (lecture 1 & 2)Afzaal Ali
油
The document defines an entrepreneur as a person who starts and operates a business by taking on financial risk. It discusses the key skills needed by an engineer entrepreneur, including both engineering/technical skills as well as business management and entrepreneurial skills. Finally, it outlines some of the key characteristics, expectations, rewards and challenges of being an entrepreneur.
The document discusses entrepreneurship and introduces key concepts:
1) Entrepreneurship is creating something new of value by devoting time and effort while accepting risks and potential rewards.
2) An entrepreneur actively starts and leads their own business to grow and prosper by recognizing opportunities and managing resources.
3) Entrepreneurship can lead to innovation, job creation, and economic growth through organizing resources and creating new products/services.
Elite Marketing Group provides experiential marketing and cross-media promotional activity which encourages two way interaction and direct physical immersion into a brand. Contact them to know more.
El jueves 23 de Octubre se realiz坦 el evento Site Clinic, clinicas para aumentar la conversi坦n de tiendas online. Con la participaci坦n de Marcos Pueyrredon, VP at VTEX Latam y Thiago Doc Luz, Chief eCommerce Evangelist VTEX .
Nanaimo Marketing Agency - Evolution Business Media GroupChris Cathers
油
Evolution Business Media Group is a Nanaimo Marketing Agency specializing in marketing systems with a focus on lead generation and branding. We offer turn key marketing solutions for small to medium sized businesses. EBMG is based in Nanaimo, BC, Canada. Visit our website at www.evolutionbusiness.ca
4. FIGURE 9.1 Online Retail Sales in the U.S.
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall
9 - 4
5. BBeenneeffiittss ooff SSeelllliinngg oonn tthhee WWeebb
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nnaattuurree ttoo eennhhaannccee ccuussttoommeerr sseerrvviiccee
PPoowweerr ttoo eedduuccaattee aanndd iinnffoorrmm
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall 9 - 5
6. BBeenneeffiittss ooff SSeelllliinngg oonn tthhee WWeebb
AAbbiilliittyy ttoo lloowweerr tthhee ccoosstt ooff ddooiinngg bbuussiinneessss
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ttoo aa WWeebb ssiittee wwhhoo aaccttuuaallllyy mmaakkee aa ppuurrcchhaassee..
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall
9 - 6
(continued) In addition to the text
7. Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall 9 - 7
8. EE--CCoommmmeerrccee
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CCoosstt aanndd ttiimmee ccoonncceerrnnss
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall 9 - 8
9. FFaaccttoorrss ttoo CCoonnssiiddeerr BBeeffoorree
LLaauunncchhiinngg iinnttoo EE--CCoommmmeerrccee
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ccrreeaatteess ttoo ttrraannssffoorrmm rreellaattiioonnsshhiippss wwiitthh
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ccrruucciiaall ttoo iittss ssuucccceessss..
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ddeevveelloopp aa ppllaann ffoorr iinntteeggrraattiinngg
tthhee WWeebb iinnttoo iittss oovveerraallll ssttrraatteeggyy..
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall
9 - 9
23. FIGURE 9.3 Reasons for Abandoning Online Shopping Carts
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall
9 - 23
33. MMeeaassuurriinngg OOnnlliinnee PPeerrffoorrmmaannccee
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ccuussttoommeerrss vviissiittss ttoo aa WWeebb ssiittee..
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sseeee aa ccoommppaannyyss aadd oonnlliinnee aanndd
aaccttuuaallllyy cclliicckk oonn iitt..
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall 9 - 33
34. FIGURE 9.3 E-Mail Open and Click-Through Rates by the Day of the Week
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall
9 - 34
35. MMeeaassuurriinngg OOnnlliinnee PPeerrffoorrmmaannccee
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CCoosstt ppeerr AAccqquuiissiittiioonn ((CCPPAA))
TThhee aammoouunntt iitt ccoossttss ttoo ggeenneerraattee aa
ppuurrcchhaassee ((oorr aa ccuussttoommeerr rreeggiissttrraattiioonn))..
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TThhee pprrooppoorrttiioonn ooff vviissiittoorrss ttoo aa ssiittee
wwhhoo aaccttuuaallllyy mmaakkee aa ppuurrcchhaassee..
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall 9 - 35
36. EEnnssuurriinngg WWeebb PPrriivvaaccyy
TTaakkee aann iinnvveennttoorryy ooff tthhee ccuussttoommeerr ddaattaa
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iinnffoorrmmaattiioonn yyoouu ccoolllleecctt..
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pprroommiinneennttllyy oonn yyoouurr
WWeebb ssiittee aanndd ffoollllooww iitt..
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall 9 - 36
37. EEnnssuurriinngg WWeebb SSeeccuurriittyy
VViirruuss ddeetteeccttiioonn ssooffttwwaarree
IInnttrruussiioonn ddeetteeccttiioonn ssooffttwwaarree
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Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall 9 - 37
38. CCoonncclluussiioonn
KKnnooww wwhhaatt yyoouu nneeeedd ttoo kknnooww bbeeffoorree
llaauunncchhiinngg iinnttoo ee--ccoommmmeerrccee
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KKnnooww wwhhaatt wwoorrkkss oonn WWeebb ssiitteess
TTrraacckk rreessuullttss aanndd
lliisstteenn ttoo ccuussttoommeerrss
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall 9 - 38
39. All rights reserved. No part of this publication may be
reproduced, stored in a retrieval system, or transmitted, in any
form or by any means, electronic, mechanical, photocopying,
recording, or otherwise, without the prior written permission of
the publisher. Printed in the United States of America.
Copyright 息 2011 Pearson Education, Inc. Publishing Ch. 9: E-Commerce and the Entrepreneur as Prentice Hall 9 - 39
