b2c marjan mihanovic, [email protected] dusan dingarac, [email protected] zoran horvat, [email protected]...
TRANSCRIPT
B2CB2C
Marjan Mihanovic, [email protected] Mihanovic, [email protected]
Dusan Dingarac, [email protected] Dingarac, [email protected]
Zoran Horvat, [email protected] Horvat, [email protected]
Miodrag Stefanovic, [email protected] Stefanovic, [email protected]
Ivana Vujovic, [email protected] Vujovic, [email protected]
Prof. Dr. Veljko Milutinovic, [email protected]. Dr. Veljko Milutinovic, [email protected]
Authors:Authors:
How to Make Your Own E-Commerce Site:How to Make Your Own E-Commerce Site:Step by StepStep by Step
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What will you learn from this tutorial?What will you learn from this tutorial?
INTRODUCTIONINTRODUCTION– You will become familiar with some basic techniques and terminology.You will become familiar with some basic techniques and terminology.
YAHOO! StoreYAHOO! Store– The easiest way to make your business Internet-enabledThe easiest way to make your business Internet-enabled
ecBuilderecBuilder– Software package, intended for creating more advanced eCommerce Software package, intended for creating more advanced eCommerce
solutions, still very easy to use.solutions, still very easy to use. Microsoft Site Server Commerce EditionMicrosoft Site Server Commerce Edition
– The most powerful tool, The most powerful tool, for the large and most advanced e-commerce solutions.for the large and most advanced e-commerce solutions.
MBA for B2CMBA for B2C
This Tutorial will guide you through the following sections:This Tutorial will guide you through the following sections:
Introduction to E-CommerceIntroduction to E-Commerce
E-Business - The shape of things to come
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IntroductionIntroduction
The most interesting part of E-business over the Internet The most interesting part of E-business over the Internet (also called I-business)(also called I-business)is E-commerce over the Internet (I-commerce)is E-commerce over the Internet (I-commerce)
Over 170 000 000 people, Over 170 000 000 people, that were using Internet on 1.1.2000.,that were using Internet on 1.1.2000.,can be potential customerscan be potential customers
Number of Internet users doubles every three yearsNumber of Internet users doubles every three years The most important thing for I-commerce is web store;The most important thing for I-commerce is web store;
a place where you can show and sella place where you can show and sellyour goods to Internet users.your goods to Internet users.
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Web storeWeb store
Your store is working non-stop:Your store is working non-stop: 24 hours per day24 hours per day 7 day per week7 day per week 365 (366) days per year365 (366) days per year Your customers from all over the worldYour customers from all over the world
can spend their money without any time-zone limits.can spend their money without any time-zone limits.
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Web storeWeb store
Let us see what is needed to open a new web store:Let us see what is needed to open a new web store: 1. Getting an Internet Merchant Bank Account1. Getting an Internet Merchant Bank Account
(account that enables credit card transactions over the Internet) (account that enables credit card transactions over the Internet) 2. Web Hosting2. Web Hosting
(getting WWW space with some Internet provider) (getting WWW space with some Internet provider) 3. Obtaining a Digital Certificate3. Obtaining a Digital Certificate
(obtaining initial keys for encryption, etc…) (obtaining initial keys for encryption, etc…) 4. Finding a Provider of Online Transactions4. Finding a Provider of Online Transactions
(middleman between your customer and your bank) (middleman between your customer and your bank) 5. Creating or Purchasing a Shopping Cart Software5. Creating or Purchasing a Shopping Cart Software
(getting hold of the web store infrastructure: sw-shelves, etc…) (getting hold of the web store infrastructure: sw-shelves, etc…)
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Internet Merchant Bank AccountInternet Merchant Bank Account
In order to be able to acceptIn order to be able to acceptcredit cards over the Internet,credit cards over the Internet,you must apply to your bankyou must apply to your bankfor an Internet Merchant Bank Accountfor an Internet Merchant Bank Account
Depending on which country you live inDepending on which country you live inand what bank you are with,and what bank you are with,this can be relatively easy or somewhat difficult.this can be relatively easy or somewhat difficult.
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Web HostingWeb Hosting
Web hosting is a very important step in this processWeb hosting is a very important step in this process This is how you gain a presence on the InternetThis is how you gain a presence on the Internet
in the first placein the first place It is important that the web hosting companyIt is important that the web hosting company
is capable of providing you with the level of serviceis capable of providing you with the level of servicethat you need to maintain your Web storethat you need to maintain your Web store
A few things to look for are:A few things to look for are:– Good uptime (over 99,5% guarantied)Good uptime (over 99,5% guarantied)– Good technical support (your store is working non-stop)Good technical support (your store is working non-stop)– Fast connection to the InternetFast connection to the Internet– Staff that is knowledgeable about E-commerceStaff that is knowledgeable about E-commerce– Compatibility with major E-commerce providersCompatibility with major E-commerce providers– Classified statistics of access to your Web siteClassified statistics of access to your Web site
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Obtaining a Digital CertificateObtaining a Digital Certificate
If you are a larger company, however,If you are a larger company, however,you may want to get your own digital certificateyou may want to get your own digital certificate(for CC processing and/or for processing of sensitive data)(for CC processing and/or for processing of sensitive data)
A certificate costs about $150.00 per yearA certificate costs about $150.00 per yearand can be obtained fromand can be obtained from– Verisign (Verisign (http://www.verisign.comhttp://www.verisign.com))
oror– Thawte (Thawte (http://www.thawte.comhttp://www.thawte.com))
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Provider of Online TransactionsProvider of Online Transactions
There are a lot of online transaction providersThere are a lot of online transaction providers They offer all kinds of packagesThey offer all kinds of packages Decide on a provider's package that fits your needsDecide on a provider's package that fits your needs This is perhaps the most important aspectThis is perhaps the most important aspect
in creating an E-commerce Web site.in creating an E-commerce Web site.
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Shopping Cart SoftwareShopping Cart Software
Generally it is possible to find Generally it is possible to find three different types of Web storethree different types of Web store
Three types of Web store creating and shopping cart software are Three types of Web store creating and shopping cart software are best represented with three examplesbest represented with three examplesdiscussed later in this tutorial:discussed later in this tutorial:
• 1) Yahoo! Store1) Yahoo! Store
• 2) EcBuilder2) EcBuilder
• 3) Microsoft Site Server Commerce Edition3) Microsoft Site Server Commerce Edition
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Credit CardCredit Card
The most widely used way of purchasingThe most widely used way of purchasingover the Internet is Credit Cardover the Internet is Credit Card
The consumer surfs the Internet to the merchants Web site, The consumer surfs the Internet to the merchants Web site, where he/she decides he/she wants to buy something.where he/she decides he/she wants to buy something.
The consumer is moved to the online transaction server, The consumer is moved to the online transaction server, which ensures security.which ensures security.
Transaction (credit card billing) is passed Transaction (credit card billing) is passed through private gateway to a CC Processing Network, through private gateway to a CC Processing Network, where it is completed (or denied).where it is completed (or denied).
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Credit CardCredit Card
System of validating card dataSystem of validating card dataand making a transaction is shown on this pictureand making a transaction is shown on this picture
Merchant Site
OnlineTransaction
ServerInternet
Consumer
Consumer
Other Merchant Sites
Other Merchant Sites
Private Gateway
BankBank
BankBank
issuing and acquiring
banks
Consumer
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Electronic CashElectronic Cash
Contrary to Credit Card, Contrary to Credit Card, Electronic Cash is informational equivalent Electronic Cash is informational equivalent of physical banknotes and coins.of physical banknotes and coins.
It is perfect for so-called micropaymentsIt is perfect for so-called micropayments(such as paying $0.10 for the one-time use of software(such as paying $0.10 for the one-time use of softwareor $0.19 for reading a literary essay)or $0.19 for reading a literary essay)
Electronic Cash can offer such benefits asElectronic Cash can offer such benefits as– anonymity of the buyeranonymity of the buyer– global acceptance...global acceptance...
but Credit Card will be dominant for at least the next few years.but Credit Card will be dominant for at least the next few years.
Yahoo! StoreYahoo! Store
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Introduction to Yahoo! StoreIntroduction to Yahoo! Store
Basic disadvantagesBasic disadvantages– Cannot create original look of the e-Commerce site; Cannot create original look of the e-Commerce site;
sites on Yahoo! Store look similar to each other sites on Yahoo! Store look similar to each other no matter what effort was taken for visual design. no matter what effort was taken for visual design. That is because all sites are forced to have the same structure, That is because all sites are forced to have the same structure, and only graphical elements and their arrangement on the screen and only graphical elements and their arrangement on the screen may be partially differentmay be partially different
– Company still needs its own server Company still needs its own server in order to use most advanced capabilities of Yahoo! Store in order to use most advanced capabilities of Yahoo! Store (e.g. custom functions for tax and shipment calculation). (e.g. custom functions for tax and shipment calculation). If company owes a server (virtual or real), If company owes a server (virtual or real), it can use other tools (such as ecBuilder) it can use other tools (such as ecBuilder) to create more flexible e-Commerce site.to create more flexible e-Commerce site.
– Yahoo! Store certainly cannot fulfill all e-Business demands Yahoo! Store certainly cannot fulfill all e-Business demands asked by big companiesasked by big companies
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Creating the Store Creating the Store
Suppose at this moment that we Suppose at this moment that we are featuring a company named are featuring a company named Raspberries, IncRaspberries, Inc., which offers ., which offers ecological fruit: raspberries, ecological fruit: raspberries, blackberries, and strawberries.blackberries, and strawberries.
Each fruit is offered in a number Each fruit is offered in a number of forms: fresh, frozen, juice, etc.of forms: fresh, frozen, juice, etc.
First we want to create the store First we want to create the store for our company: we may type for our company: we may type rasprasp in the ID field, and in the ID field, and Raspberries, Inc.Raspberries, Inc. in the name field. in the name field.
Thus, our WWW address will be: Thus, our WWW address will be: http://store.yahoo.com/rasp, http://store.yahoo.com/rasp, and heading on our front page and heading on our front page will read will read Raspberries, IncRaspberries, Inc..
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Preparing to Edit the StorePreparing to Edit the Store
After signing After signing with Yahoo!, with Yahoo!, the screen the screen with options with options will be will be shown.shown.
The key page;The key page;each one of each one of the 8 sections the 8 sections contains links contains links to vital to vital activitiesactivities
Only manager Only manager can access can access this page; not this page; not the shopper.the shopper.
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Page VariablesPage Variables If we click the Edit If we click the Edit
button at the front button at the front page, another page page, another page with properties of the with properties of the front page will load.front page will load.
Properties are referred Properties are referred as Variables. as Variables.
Each page contains a Each page contains a number of variables number of variables that describe all that describe all relevant details of its relevant details of its look and structure.look and structure.
The site creation The site creation activity boils down to activity boils down to the changing of the the changing of the values of relevant values of relevant Variables!Variables!
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Changing Some VariablesChanging Some Variables
At this step, we will enter the page title and the logo message.At this step, we will enter the page title and the logo message. Let page title be: Let page title be: Green food from SerbiaGreen food from Serbia. . If no page title is entered, store title will be used instead If no page title is entered, store title will be used instead
(in our case, (in our case, Raspberries, Inc.Raspberries, Inc.).). Message might be assumed as company motto, Message might be assumed as company motto,
e.g. e.g. Our fruit knows of no chemistryOur fruit knows of no chemistry.. We also may upload a title image by pressing We also may upload a title image by pressing
the Upload File button at the appropriate row. the Upload File button at the appropriate row. If this image is loaded, it will be used instead of the store title, If this image is loaded, it will be used instead of the store title, i.e. instead of i.e. instead of Raspberries, IncRaspberries, Inc. .
Note that page loading time will be longer when the uploaded Note that page loading time will be longer when the uploaded image is bigger. It is highly recommended to upload image is bigger. It is highly recommended to upload images smaller than 20kB, in order to keep high performance.images smaller than 20kB, in order to keep high performance.
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Creating New SectionCreating New Section
Now we may create sections on our front page.Now we may create sections on our front page. We will make three sections:We will make three sections:
– Fresh FruitsFresh Fruits– Frozen FruitsFrozen Fruits– Finished ProductsFinished Products
In order to create a section, In order to create a section, you should click onto the New Section button on the menu bar. you should click onto the New Section button on the menu bar.
Then, you will be prompted for name and caption Then, you will be prompted for name and caption of the new section.of the new section.
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Creating New SectionCreating New Section
To finish section creating, To finish section creating, click the Update button.click the Update button.
In the same manner, In the same manner, another two sections another two sections can be created. can be created.
After each section is After each section is created, appropriate created, appropriate section page is loaded. section page is loaded.
In order to return to the In order to return to the front page, click Home front page, click Home button at the left margin button at the left margin on the section page.on the section page.
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Selecting General Look of the PageSelecting General Look of the Page
Figure shows one possible look of Figure shows one possible look of our front page (style Soft on the our front page (style Soft on the menu bar). It is important to know menu bar). It is important to know that all pages (currently our three that all pages (currently our three section pages) will share the same section pages) will share the same look.look.
Note that the menu on the left Note that the menu on the left margin contains three buttons, margin contains three buttons, each of them leading to one each of them leading to one of our sections.of our sections.
It is highly recommended that all It is highly recommended that all pages on the site have the same pages on the site have the same general visual properties, in order general visual properties, in order to set impression of stability and to set impression of stability and consistency to the customer.consistency to the customer.
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Adding an Item to the SectionAdding an Item to the Section
Now, we may try to add items into Now, we may try to add items into our store. Menu bar on section our store. Menu bar on section pages contains New Item option. pages contains New Item option.
After clicking to New Item option After clicking to New Item option (say, on the Fresh Fruits section (say, on the Fresh Fruits section page), a form will be loaded.page), a form will be loaded.
Four properties of the new item are Four properties of the new item are asked for: name, caption, code asked for: name, caption, code (this is internal code of the item), (this is internal code of the item), price in US Dollars.price in US Dollars.
After clicking to the Update button, After clicking to the Update button, our item will be added our item will be added to the Fresh Fruits section.to the Fresh Fruits section.
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Full Look of the ItemFull Look of the Item
After an image is uploaded, After an image is uploaded, it will be shown both on theit will be shown both on theitem (upper figure) and the item (upper figure) and the section pages (lower figure).section pages (lower figure).
Note that image is shown Note that image is shown in full size on the item page, in full size on the item page, and as a thumbnail at the and as a thumbnail at the section page.section page.
Also, there is an Order button Also, there is an Order button at the item page. User will be at the item page. User will be able to order our product by able to order our product by clicking on that button.clicking on that button.
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Final Look of Fresh Fruits SectionFinal Look of Fresh Fruits Section
In the same manner, In the same manner, we can add other items we can add other items to our Fresh Fruits page. to our Fresh Fruits page.
Figure shows possible look Figure shows possible look of the Fresh Fruits page of the Fresh Fruits page after four items were added.after four items were added.
By clicking either on the name By clicking either on the name or the image of any item, or the image of any item, appropriate item page will be appropriate item page will be loaded: then, the user can order loaded: then, the user can order the wanted amount of the the wanted amount of the product.product.
ecBuilderecBuilder
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ecBuilderecBuilder
Product Name: Product Name: ecBuilderecBuilder
Manufacturer: Manufacturer: MultiActive MultiActive Software inc.Software inc.
System System requirements: requirements: Desktop PC Desktop PC with Microsoft with Microsoft Windows Windows operating operating system and system and Microsoft IE 4.0Microsoft IE 4.0or Netscape 4.0 or Netscape 4.0
Product URL: http://www.ecbuilder.comhttp://www.ecbuilder.com
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Payment processingPayment processing
ecBuilder provides full support for online credit card processingecBuilder provides full support for online credit card processing Credit card paying process is security sensitiveCredit card paying process is security sensitive The merchant (you) takes care of delivering the bought goodsThe merchant (you) takes care of delivering the bought goods ecPlace takes care of CC payment processingecPlace takes care of CC payment processing
YourSite
ecPlaceServer
PaymentProcessor
CustomerCustomer
SSL
(1) Makes Shopping List
(2) Shopping List encrypted with Public Key Technology
(4) Payment request submitted via secure connection
(5) Transaction result(6) Encrypted eMail with results
(3) Customer enters Credit card number
(7) eMail with results
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ecBuilder ecBuilder First step : Site StructureFirst step : Site Structure
ecBuilder will generate several HTML pages,ecBuilder will generate several HTML pages,and will correctly hyperlink themand will correctly hyperlink them
In this step you should chooseIn this step you should choosewhich additional pages your site will containwhich additional pages your site will contain
The choices are:The choices are:
• Content Pages
• Your Products or Services Catalog
• Feedback Form
• Contact Information Page
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ecBuilder ecBuilder First step: Site StructureFirst step: Site Structure
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ecBuilder ecBuilder Second step - Company AddressSecond step - Company Address
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ecBuilder ecBuilder Third step - Site Builder ProfileThird step - Site Builder Profile
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ecBuilder ecBuilder Fourth step - Contact Person Fourth step - Contact Person ProfileProfile
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ecBuilder ecBuilder Fifth step - Business ClassificationFifth step - Business Classification
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ecBuilder ecBuilder Sixth step - Company IdentitySixth step - Company Identity
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ecBuilder ecBuilder Seventh step - Web Site ContentSeventh step - Web Site Content
By checking the 'Content Pages' checkbox in Step One,By checking the 'Content Pages' checkbox in Step One,you caused ecBuilder to generate a pageyou caused ecBuilder to generate a pagewith the default title 'background' with the default title 'background'
A link to that page can be foundA link to that page can be foundon the main page of the siteon the main page of the site
This 'background' page containsThis 'background' page containsup to 100 links to other pagesup to 100 links to other pagesof your choice and content,of your choice and content,which are also generated by ecBuilderwhich are also generated by ecBuilder
You may use this option to add anythingYou may use this option to add anythingyou find relevant to your eBusiness,you find relevant to your eBusiness,or the site in general. or the site in general.
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ecBuilder ecBuilder Eighth step - Payment MethodsEighth step - Payment Methods
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ecBuilder ecBuilder Ninth step - Online ProcessingNinth step - Online Processing
The ecBuilder adds one more stage The ecBuilder adds one more stage into the generalized e-Business pipeline: The ecPlace into the generalized e-Business pipeline: The ecPlace
It is a ready-to-use interface to OTP; It is a ready-to-use interface to OTP; you do not have to create your own one inside the Merchant Siteyou do not have to create your own one inside the Merchant Site
Private Gateway = SSL or VPN or anything else to provide securityPrivate Gateway = SSL or VPN or anything else to provide security
Merchant Site
OnlineTransaction
ServerInternet
Consumer
Consumer
Other Merchant Sites
Other Merchant Sites Private Gateway
BankBank
BankBank
issuing and acquiring
banks
Consumer
ecPlace
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ecBuilder ecBuilder Ninth step - Online ProcessingNinth step - Online Processing
Here you must select the third partyHere you must select the third partyonline transaction processing (OTP) company you intend to useonline transaction processing (OTP) company you intend to use
As of this moment,As of this moment,ecBuilder supports E-xact and InternetSecureecBuilder supports E-xact and InternetSecuretransaction processing companies;transaction processing companies;the ecPlace is nothing else but software to interact with the OTPthe ecPlace is nothing else but software to interact with the OTP
After you have obtained a merchant account, After you have obtained a merchant account, you must obtain a separate account you must obtain a separate account with one of the supported OTP companieswith one of the supported OTP companies
Go to Go to http://www.ecbuilder.com/client/merchantaccounthttp://www.ecbuilder.com/client/merchantaccountfor more info on obtaining an accountfor more info on obtaining an accountwith an online transaction processing companywith an online transaction processing company
Remember: OTP = TGP (transaction gateway provider)Remember: OTP = TGP (transaction gateway provider)
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ecBuilder ecBuilder Tenth step - CatalogTenth step - Catalog
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ecBuilder ecBuilder Eleventh step - Advertising & Eleventh step - Advertising & StatisticsStatistics
This Step gives you three options to select:This Step gives you three options to select:– Top Page BannerTop Page Banner– Bottom Page BannerBottom Page Banner– Hit CounterHit Counter
Banners are used primarily for link exchangeBanners are used primarily for link exchangebetween sites of similar interestbetween sites of similar interestin order to boost up hit ratios,in order to boost up hit ratios,and for some additional cash sourceand for some additional cash source(pay per clickthrough banners, for example): e.g., 1cent/click(pay per clickthrough banners, for example): e.g., 1cent/click
Hit counters are used for trackingHit counters are used for trackingvisitor statistics for your site,visitor statistics for your site,which can be useful when planningwhich can be useful when planningyour future market strategyyour future market strategy
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ecBuilder ecBuilder Twelfth step - Order & Inquiry FieldsTwelfth step - Order & Inquiry Fields
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ecBuilder ecBuilder Thirteenth step - Site Design & Thirteenth step - Site Design & PreviewPreview
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ecBuilder ecBuilder Thirteenth step - Site Design & Thirteenth step - Site Design & PreviewPreview
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ecBuilder ecBuilder Fourteenth step - Security OptionsFourteenth step - Security Options
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ecBuilder ecBuilder Fifteenth step - Search EnginesFifteenth step - Search Engines
ecBuilder can submit your new siteecBuilder can submit your new siteto eight (as of ‘this’ moment) search engines,to eight (as of ‘this’ moment) search engines,to make sure your E-business site is easy to be foundto make sure your E-business site is easy to be found
The data and keywords you entered in previous stepsThe data and keywords you entered in previous stepswill be used in the submit processwill be used in the submit process
You may visit an independent Submit-It service provider at: You may visit an independent Submit-It service provider at: http://www.submit-it.comhttp://www.submit-it.com
For a small fee they will submit your site For a small fee they will submit your site to hundreds of search enginesto hundreds of search engines
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ecBuilder ecBuilder Fifteenth step - Search EnginesFifteenth step - Search Engines
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ecBuilder ecBuilder Sixteenth step - Upload Your SiteSixteenth step - Upload Your Site
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ecBuilder ecBuilder Sixteenth step - Upload Your SiteSixteenth step - Upload Your Site
Microsoft Microsoft Site Server Commerce EditionSite Server Commerce Edition
A Technological SurveyA Technological Survey
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Pipeline EditorPipeline Editor
Pipeline Editor is a visual tool Pipeline Editor is a visual tool for creating pipeline files (.pcf). for creating pipeline files (.pcf). Pipeline is graphically presented Pipeline is graphically presented as a vertical pipe broken into as a vertical pipe broken into sections representing stagessections representing stages
Every horizontal section (valve) Every horizontal section (valve) represents an OPP COM object represents an OPP COM object in the corresponding stagein the corresponding stage
This software enables user to This software enables user to add and configure OPP objects. add and configure OPP objects. Also, user can create or remove Also, user can create or remove stages from the pipeline.stages from the pipeline.
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PropertiesProperties
Every ‘item’ object Every ‘item’ object has fields for has fields for calculating the price calculating the price and the additional and the additional expenses tied to that expenses tied to that ‘item’‘item’
The ‘items’ is an The ‘items’ is an object implemented object implemented as a collection of as a collection of ‘item’ objects‘item’ objects
Each ‘item’ includes Each ‘item’ includes no methods (only no methods (only data)data)
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Product PipelineProduct Pipeline
Aim of this type of pipeline is Aim of this type of pipeline is to gather information about to gather information about products, and shows it on the products, and shows it on the product.asp pageproduct.asp page
This page shows info on the This page shows info on the products offered for saleproducts offered for sale
This stage, among other This stage, among other things, is used for a things, is used for a preliminary preliminary single item price single item price determinationdetermination
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Plan PipelinePlan Pipeline
Plan pipeline is a Plan pipeline is a superset of the superset of the Product pipelineProduct pipeline
It is used for It is used for complete price complete price calculationcalculation based on based on various parametersvarious parameters
What follows is only What follows is only the NEW stages, not the NEW stages, not mentioned before, in mentioned before, in the product pipelinethe product pipeline
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Purchase PipelinePurchase Pipeline
This type of pipeline accepts This type of pipeline accepts the OrderForm object already the OrderForm object already processed through the Plan processed through the Plan pipeline and completes the pipeline and completes the order processing by order processing by performing financial performing financial transactiontransaction
This pipeline, among other This pipeline, among other things, performs the cc things, performs the cc authorization and authorization and completes completes the purchasethe purchase
Issues in Modern Management Issues in Modern Management and Business Administrationand Business Administration
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The Three Approaches to BusinessThe Three Approaches to Business
Common SenseCommon Sense Fast KnowledgeFast Knowledge Formal MBAFormal MBA
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The MBA Issues of ImportanceThe MBA Issues of Importance
FormForm EssenceEssence Morale of the StoryMorale of the Story