تجارة إلكترونية 1

مقال بعنوان: 10 نصائح لبدء متجر إلكتروني ناجح.

بواسطة: Shift Services

ترجمة: عائشة اليامي.

1- كن جاداً حياله:

أول الخطوات أهمية هي تقدير فرصة الإنترنت بصورة تامة. إذا كنت تفعل ذلك بدون مصادر كافية, فلن يبدأ متجرك ولن يكون لديك أي طلب. الخطوة الأولى هي إعطاء المسؤولية لشخص واحد -على الأقل- على الموقع والطلبات. هذا الشخص لا يتوجب عليه معرفة الكثير عن التكنولوجيا وإنما عليه معرفة المنتجات وأن يكون قادراً على الرد على إيميلات العملاء بسرعة (أقل من 24 ساعة).

2- استراتيجية جيدة:

على شبكة الإنترنت, كل متجر يجاور غيره من المتاجر. فلماذا سيشتري الناس من موقعك بدلاً عن المواقع الأخرى؟ هناك استراتيجيتين ناجحة على شبكة الإنترنت: البيع بأفضل سعر أو بيع منتج حصري. تأكد من أنك في واحدة من تلك الفئات.

3- موقع ذو جودة عالية:

إذا كان لديك موقع ذو جودة ضعيفة, فلن يشتري المتصفحون أي شئ. كما هو الحال في متجر حقيقي, إذا كان بابك متسخ فلن يدخل الزبائن لرؤية أي من المنتجات التي قد تهمهم. لهذا ستجد مختصين بأشكال المتاجر وخدمات تصميم مواقع الإنترنت لأولئك الذين يريدون عمل تخطيط كامل لمواقعهم. لا تضع صور ذات جودة ضعيفة وتحقق من موقعك من خلال مختلف المتصفحات لترى أن كل شئ يعمل بشكل صحيح.

4- اجعل موقعك سهلاً:

المتسوقون يرغبون العثور بسرعة على ما يريدون والحصول على وسيلة سهلة لطلب المنتجات. لذا من الأفضل تضمين محرك بحث وتوضيح إجراءات الطلب بطريقة سهلة.

5- اشتر بنفسك من خلال الإنترنت:

أفضل طريقة لفهم ما يقرر الناس شراؤه, هي أن تتسوق بنفسك من خلال الإنترنت. عند شرائك من موقع على شبكة الإنترنت, حاول أن تكتشف كيف وجدت الموقع ولماذا سوف تشتري منه. سوف تتعلم الكثير إذا ألقيت نظرة على مواقع التجارة الإلكترونية الناجحة.

6- طمئن زبائنك:

أنت لن تشتري من موقع إلكتروني إذا كنت لا تثق به. زبائنك كذلك. لا تنسى أن تضع على سبيل المثال "بيان الخصوصية" و "البنود والشروط". اشرح لزبائنك قدر الإمكان عن إجراءات الطلب, سياسة الإسترجاع, وأعطهم وصفاً مفصلاً لمنتجاتك. لا تنسى أن تضع عنوان شارعك (ليس صندوق البريد). أعطهم أيضاً إيميل أو رقم هاتف يمكنهم استخدامه إذا كانوا بحاجة إلى المزيد من المعلومات.

7- روج لموقعك:

إذا لم تروج لموقعك فلن يكون لديك الكثير من الزيارات. هناك طرق مختلفة للترويج لموقعك.

أساليب من خلال الإنترنت: محركات البحث, مجموعات الأخبار, اللافتات (البانرز)...

أساليب بعيدة عن الإنترنت: وضع عنوان موقعك الإلكتروني في رسائلك وخطاباتك, والمواد الترويجية...

كلا النوعين من الأساليب لابد من استخدامها معاً من أجل تحقيق النتائج المثلى.

8- حدث موقعك:

إذا كنت تريد من الزوار والزبائن العودة, قم بتغيير موقعك أكثر من مرة. تغيير التخطيط, إضافة المزيد من المعلومات والمنتجات الجديدة في كتالوجك الخاص. أيضاً وضع عروض ترويجية وأسعار خاصة. استخدم التقييم والإحصائيات التي تحصل عليها من الزوار لتحديث موقعك.

9- كن الأول:

كما يتضح من الإحصائيات, أنه من الأسهل دائماً إذا كنت على الشبكة قبل منافسيك. إذا لم يكن أي من منافسيك حتى الآن على الشبكة فاستغل ذلك فوراً.

10- الصبر:

كما هو الحال في متجر عادي, الزبائن لن تشتري من موقعك في أول يوم من افتتاحه. تستغرق البداية عدة أشهر (2-6أشهر). لذا لا تنتظر الربح المباشر واستمر في العمل الجاد على موقعك. ولكن عندما يبدأ كن أيضاً مستعداً للرد بسرعة على الطلبات الهائلة.

What is Marketed?!!

Marketing people market 10 types of entities:

1- Goods: Physical goods constitute the bulk of most countries' production and marketing efforts. Each year, companies market countless number of fresh, canned, bagged, and frozen food products and millions of cars, refrigerators, television sets, machines, and various other mainstays of a modern economy. Not only do companies market their goods, but thanks in part to the Internet, even individuals can effectively market goods.

2- Services: As economies advance, a growing proportion of their activities focuses on the production of services. For example, the U.S. economy today consists of a 70-30 services-to-goods mix. Services include the work of airlines, hotels, car rental firms, barbers and beauticians, maintenance and repair people, and accountants, bankers, lawyers, engineers, doctors, software programmers, and management consultants. Many market offerings consist of a variable mix of goods and services. At a fast-food restaurant, for example, the customer consumes both a product and a service.

3- Events: Marketers promote time-based events, such as major trade shows, artistic performances, and company anniversaries. Global sporting events such as the Olympics and the World Cup are promoted aggressively to both companies and fans.

4- Experiences: By orchestrating several services and goods, a firm can create, stage, and market experiences. Disney theme parks represent this kind of experiential marketing, allowing customers to visit a fairy kingdom, a pirate ship, or a haunted house. There is also a market for customized experiences, such as spending a week at a baseball camp playing with retired baseball greats, conducting the Chicago Symphony Orchestra for five minutes or climbing Mount Everest.

5- Persons: Celebrity marketing is a major business. Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, and other professionals all get help from celebrity marketers. Some people have done a masterful job of marketing themselves-think of David Beckham, Oprah Winfrey, and the Rolling Stones. Management consultant Tom Peters, himself a master at self-branding has advised each person to become a "brand".

6- Places: Cities, states, regions, and whole nations compete actively to attract tourists, factories, company headquarters, and new residents. Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies. For example, in the United States, Nevada's Las Vegas Convention & Tourism Authority spent about $80 million on a provocative ad campaign, "What Happens Here, Stays Here." Returning to its roots as an "adult playground," Las Vegas hoped the campaign would lead to an increase from 37.4 million visitors in 2004 to 43 million visitors by 2009.

7- Properties: Properties are intangible rights of ownership of either real property (real estate) or financial property (stocks and bonds). Properties are bought and sold, and these exchanges require marketing. Real estate agents work for property owners or sellers, or they buy and sell residential or commercial real estate. Investment companies and banks market securities to both institutional and individual investors.

8- Organization: Organization actively work to build a strong, favorable, and unique image in the mind of their target publics. In the United Kingdom, Tesco's "Every Little Helps" marketing program reflects the food marketer's attention to detail in everything it does, within as well as outside the store in the community and environment. The campaign has vaulted Tesco to the top of the UK supermarket chain industry. Universities, museums, performing arts organizations, and nonprofits all use marketing to boost their public images and to compete for audiences and funds. Corporate identity campaigns are the result of intensive market research programs. This is certainly the case with Philips "Sense and Simplicity" campaign.

9- Information: Information is essentially what books, schools, and universities produce, market, and distribute at a price to parents, students, and communities. Magazines such as Road and Track, PC World, and Vogue supply information about the car, computer, and fashion worlds, respectively. The production, packaging, and distribution of information are some of the world's major industries. Even companies that sell physical products attempt to add value through the use of information. For example, the CEO of Siemens Medical Systems, Tom McCausland, says, "our product is not necessarily an X-ray or an MRI, but information. Our business is really health care information technology, and our end product is really an electronic patient record information on lab tests, pathology, and drugs as well as voice dictation.

10- Ideas: Every market includes a basic idea. Charles Revson of Revlon once observed "In the factory, we make cosmetics; in the store we sell hope." Products and services are platforms for delivering some idea or benefit. For example, in the United States, social marketers are busy promoting such ideas as "Friends Don't Let Friends Drive Drunk" and 

"A Mind Is a Terrible Thing to Waste."

% Marketing Channels %

A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption and, as such, which consists of all the institutions and all the marketing activities in the marketing process. A marketing channel is a useful tool for management.¹

Roles of marketing channel in marketing strategies:

• Links producers to buyers.
• Performs sales, advertising and promotion.
• Influences the firm's pricing strategy.
• Affecting product strategy through branding, policies, willingness to stock.
• Customizes profits, install, maintain, offer credit, etc.

An example of this is an apple orchard: Apple orchard > Transport > Processing factory > Packaging > Final product to be sold > Apple pie eaten

An alternative term is distribution channel or 'route-to-market'. It is a 'path' or 'pipeline' through which goods and services flow in one direction (from vendor to the consumer), and the payments generated by them flow in the opposite direction (from consumer to the vendor). A marketing channel can be as short as being direct from the vendor to the consumer or may include several inter-connected (usually independent but mutually dependent) intermediaries such as wholesalers, distributors, agents, retailers. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final buyer.

Marketing Channels can be long term or short term.

Short term channels are influenced by market factors such as: business users, geographically concentrated, extensive technical knowledge and regular servicing required, and large orders. Short term product are influenced by factors such as: perishable, complex, and expensive. Short term producer factors include whether the manufacturer has adequate resources to perform channel functions, Broad product line, and channel control is important. Short Term competitive factors invlove: manufacturing feels satisfied with marketing intermediaries' performance in promoting products.

Long term market factors include consumers, geographically dispersed, little technical knowledge and regular servicing is not required, and small orders. Product factors for long term marketing channels are: durable, standardized, and inexpensive. Producer factors are manufacturer lacks adequate resources to perform channel functions, limited product line, and channel control not important. The competitive factors are: manufacturer feels dissatisfied with marketing intermediaries' performance in promoting products

(( The Next 5 Minutes ))

What is a personal ministry? It is the next five minutes …

We all spend time engaged in the various tasks of life. Some of these are by choice, others are out of necessity. What we do is the visual representation of our priorities. Fair or not people assume how we spend our time is who we are.

Let’s take a look at some typical uses. A few simple Google searches yielded the following tidbits:
The typical person spends
8.6 hours a day working or schooling
2 hours per day online
Of that 14 minutes is spent on Facebook
Another 13 minutes is spent on blogs like this one
101 minutes per day driving
At least 100 minutes texting (especially students)
66 minutes per day eating
66 minutes per day cleaning house
60 minutes per day in the bathroom
41 minutes per day at the movies
18 minutes per day looking for lost things

No matter what your actual averages, do they represent who you are? Probably not. Most of us want only to make a difference in the lives of those we love. We want our family, friends, community, and / or country to be a better place because we were here. In that sense, then, the amount of time we spend eating, cleaning, or looking for lost items makes little difference. No, more important than accumulated hours is what you do in the next five minutes.

You are not only defined by what you do. You are also known by how you do it. Your personal ministry is not what you are going to be doing next week, tomorrow, or even in an hour. Your personal ministry is what you do now, in the present, and how you incorporate it into your daily life.

Look around you. How will you interact with that person nearby? Will you be a good reflection of what God has called you to be? Or will you be an impediment? You have an option in each moment of every activity. You can make a difference immediately by smiling, saying “good morning,” or listening. How about pausing for 30 seconds right now and sending an uplifting text to whoever comes to mind. Each choice is made instantly in real time.

Proverbs reminds us to not walk away from others when we are at the current moment serving as the hand of God. Telling them “Maybe some other time” or “Try me tomorrow” is not an acceptable option when we have the ability to make a difference right now.

We are more than an accumulation of time in activity buckets or simply what we do. We are equally defined by how we are doing things in the current moment. Each instant provides us the opportunity to represent our faith in a favorable manner. Our personal ministry is a real time proposition. Don’t think about how you can serve at some point in the future. Instead, consider what your personal ministry can be in the next five minutes.

��₪‰§ Are You Engaging Your Customers §‰₪��

Are You Engaging Your Customers ?!!

Attracting new customers and developing loyalty are core aspects of a successful business. A strong customer engagement strategy can help you discover your customers' needs and strengthen their connection to your business.

Customer engagement is all about getting your customers — and potential customers — to interact with your business. Asking for feedback about your products and services — and taking the time to respond to their comments, criticisms, and suggestions — can help you build a strong relationship with your clients.



So how can you develop customer engagement?

- Ask for feedback — how can you improve? Are there any new products or services your customers would like you to offer?

- Share your knowledge — for example, by respond to questions, offer free workshops, or post how-to videos online

- Conduct research, to learn about your customers' needs

- Involve your customers in the development of your products or services (e.g. through user testing)

- Use social media tools to connect with your clients

One of the more challenging parts of customer relationship management is resolving customer complaints. However, a customer complaint can be an opportunity in disguise. An unhappy customer can alert you to a problem you didn't know existed — information that can be very valuable. Successfully resolving a complaint can be a positive experience that lets you build a stronger bond with your customer.


When dealing with customer complaints, you may want to:

- Respond quickly and courteously

- Listen to your customer

- Offer rectification (such as repair, replacement, or refund)

- Apologize — saying “we're sorry you're unhappy” can help diffuse a difficult situation

- Consider the value of your customer's business — it may be wise to absorb a small loss if it means keeping a good customer

Fostering customer engagement can help you build strong relationships with your customers and generate 

positive word-of-mouth advertising.