KNOW WHY you are taking photos

Should you shoot horizontally or vertically? If you have a choice of digital cameras, which one should you use? What camera settings will you use? Will your photographs be framed or displayed on a Web page? Are you going to display your photographs in a series, or should they be shot in a particular style? Are you shooting to get backgrounds or objects to include in another photograph? Do you plan to digitally edit your photographs with an
image editor such as Adobe Photoshop after you take them?
Your answers to these questions and others like them will have a substantial impact on how you should shoot. Knowing why you are taking photos before you take them can help you get the photos that you want. For example, suppose you make a once-in-a-lifetime trip and get excellent pictures. You then decide to make a calendar but cannot find enough photos to fit the horizontal format that you have chosen. Thinking about why you are taking the photographs and how they are likely to be viewed can help you to better plan your photographs.

This photo of a green anole was
taken so that it could be used in
a variety of media.

Minor cropping enables the
photo to be displayed in a Web
browser-based photo gallery.

Vertical orientation and
composition makes it
possible to frame this
photo in standard-sized
photo frames and mat
boards.

Good cover design allowed the leaf on the
left side of the photo to be used for the
magazine’s cover text.

The lnternet and e-commerce

The Internet service provider or ISP is the organization that provides you with Internet access. You register and open an account, then they give you an email address so that you can communicate by email with other users. (See Unit 53) Some ISPs have their own content - news, information and so on - but many do not. After you log on by entering your user name and password (a secret word that only you know), you can surf to any site on the World Wide Web. If you're looking for a site about a particular subject, you can use a search engine like Google or Yahoo. When you've finished, remember to log off for security reasons.

Clicks-and-mortar
My name's John, and I own a chain of sports shops. Last year, I started an e-commerce operation, selling goods over the Internet. We've done well. Visitors don't have trouble finding what they want, adding items to their shopping cart and paying for them securely by credit card. Last year we had two million unique users (different individual visitors) who generated 35 million hits or page views. That means our web pages were viewed a total of 35 million times! E-commerce or e-tailing has even acted as a form of advertising and increased levels of business in our traditional bricks-and-mortar shops! Pure Internet commerce operations are very difficult. To succeed, I think you need a combination of traditional retailing and e-commerce: clicks-andmortar. In our case, this has also helped us solve the last mile problem, the physical delivery of goods to Internet customers: we just deliver from our local stores!

B2B, B2C and B2G
Selling to the public on the Internet is business-to-consumer or B2C e-commerce. Some experts think that the real future of e-commerce is going to be business-to-business or B2B, with firms ordering from suppliers over the Internet. This is e-procurement.
Businesses can also use the Internet to communicate with government departments, apply for government contracts and pay taxes: business-to-government or B2G.

Marketing

Marketing is the process of planning, designing, pricing, promoting and distributing ideas, goods and services, in order to satisfy customer needs, so as to make a profit. Companies point out how the special characteristics or features of their products and services possess particular benefits that satisfy the needs of the people who buy them. Non-profit organizations have other, social, goals, such as persuading people not to smoke, or to give money to people in poor countries, but these organizations also use the techniques of marketing.
In some places, even organizations such as government departments are starting to talk about, or at least think about their activities in terms of the marketing concept.

The four PS
The four PS are
product: deciding what to sell
price: deciding what prices to charge
place: deciding how it will be distributed
and where people will buy it
promotion: deciding how the product will
be supported with advertising, special
activities, etc.
A fifth P which is sometimes added is packaging: all the materials used to protect and present a product before it is sold.
The four PS are a useful summary of the marketing mix, the activities that you have to combine successfully in order to sell. The Promotion next four units look at these activities in detail. To market a product is to make a plan based on this combination and put it into action. A marketer or marketeer is someone who works in this area. (Marketer can also be used to describe an organization that sells particular goods or services.)

Market orientation
Marketers often talk about market orientation: the fact that everything they do is designed to meet the needs of the market. They may describe themselves as marketdriven, market-led or market-oriented. Most people and many managers do not understand the role of marketing in modem business.
Marketing is two things. First, it is a strategy and set of techniques to sell an organization's products or services. This involves choosing target customers and designing a persuasive marketing mix to get them to buy. The mix may include a range of brands, tempting prices, convenient sales outlets and a battery of advertising and promotions. This concept of marketing as selling and persuasion is by far the most popular idea among both managers and the public.
The second, and by far more important concept of marketing, focuses on improving the reality of what is on offer. It is based on understanding customers' needs and developing new solutions which are better than those currently available. Doing this is not a marketing department problem, but For example, for Rover to beat Mercedes for the consumer's choice involves engineering new models, developing lean manufacturing processes, and restructuring its dealer network. one which involves the whole organization
Creating company-wide focus on the customer requires the continual acquisition of new skills and technology. Marketing is rarely effective as a business function. As the chief executive of Hewlett Packard put it: 'Marketing
is too important to leave to the marketing department.' Such companies understand that everybody's task is marketing. This concept of marketing offering real customer value is what business is all about.