August 06
Table of Contents
  • Network 
  • E-commerce 
  • WatchTower 
  • Société Bic 
  • Direct Marketing 
  • Linked Resources 
  • MyQuiz 

GOLD Archive



GOLD XXVI, Feb. 06

GOLD XXV, Dec. 05

Email DMLR*News

Italian Text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition n.29
    I. Network.

    Subject: DMLR really knows how to network over the Net, from Australia to Brazil... The following messages came across as unexpected testimony during this year.
    1. Buongiorno,
      Vi scrivo dall'Australia, da Sydney, sono un Ristoratore Italiano ( col pallino del marketing; durante il mio cammino professionale mi sono reso conto che senza cognizione del Mercato, non si va lontano ed allora ho iniziato a frequentare Seminari, Conferenze ed a leggere solo materiale di Marketing.
      Volevo semplicemente congratularmi con voi perché nella pagina web che ho visitato, ho visto cose molto interessanti ed in più, nella mia lingua; Mi impegno a "spulciare" il vs. sito per ricavarne dei consigli utili.
      Buon lavoro
      Saluti da shark Beach
      Sergio Lieto
    2. Tnks, Roberto Dondi!
      Is a pleasure to consist in your site!

      | Isabela Rodrigues
      | Criação ::
    3. Dear Roberto,
      Thank you very much !
      Best regards,

    II. E-commerce.

    Italy isn't probably the heaven of the E-commerce. The most recent domestic report on the online shopping tells us the annual turnover has risen to almost E4,000 million (+50%), less than 1 percent of overall retail sales. The orders passed through the Net have been growing to about 25 million so the average value for single e-buy should be about E150. Tourism and books seem to be the hot items in the electronic shopping cart of Italians... Click on the top banner to visit the outlet of the world's leading e-retailer whose shares have been trading at the high-tech NASDAQ stockmarket. There is nothing wrong with the technology, unless it falls flat...
    As we are comparing Italy to other international markets, I remember that France's e-commerce is two times the Italian turnover, United Kingdom's e-commerce four times. Finally last year US e-commerce --but overseas it's just common the term 'ecommerce'-- reached US$143 billion as annual sales, or 2.4% of overall US retail sales.
    To know more about the state of the E-commerce, I have selected for you the 20-page excerpt from the MarketingSherpa's Ecommerce Benchmark Guide 2006 (.pdf format), where you'll find practical data for the E-commerce marketers.
    PS. If the MarketingSherpa's original document is no more available as an open access page, please write to me in order to receive one copy.

    III. WatchTower.

    Recently I did talk to a man standing tall before a hospital in the city center... he was able to get attention from me because he spoke very politely and concisely, not asking for money and letting me take away a little brochure whose contents consisted of his ultimate purpose. He was actually a Jeovah's Witness and the brochure informed me about their presence on the Net at, their official web site.
    The homepage opens with this quoting: Happy are those conscious of their spiritual need --Matthew 5:3.
    Why am I remembering these facts? I could answer because it's a Web site full of good news and interesting topics. Or because they respect your time both on the street and online thanks to some clear and short statements. Or you can even consider their experience a smart example of non-profit and direct response marketing. But the real reason of mentioning it here is they allow us to read the Bible online! Is there a better place where we all could learn English in a so pure form and substance? You know the Lord's Prayer in the New Testament of the Bible is 68 words only. Can it be not interesting to anybody, top managers included? Good reading and new translation,

    IV. Société Bic.

    Thank you for your interest in our Company and in our products. We thank you for telling us that you have quoted the BIC brand in your website.


    Communication Department
    14 rue Jeanne d'Asnières
    F-92611 CLICHY CEDEX

    Strange but true! This e-mail has come from the company that simply reinvented the writing and the lighting... It's a solicited message, yeah indeed, but the important fact is that is not an automated response. Besides that email is not in French even though the headquarters of the company are based near Paris, in truth they are replying to a message written in English! What's going on with Bic at Please, wait for the next DMLR*News or, if you are not patient enough, go to the search box and type in that short brand name...
    The story so far. First synonymous with ballpoint pen to many people around the world, this French famous business is still a great pen-maker, whose plusses are low cost and reliable writing. During the years Bic diversified its production but always respectful of its own 'philosophy' and kept on manufacturing humble but essential products, i.e. razor and lighter as cheap as ready-to-use-and-throw-away... Have you ever consumed all of the Bic before someone stole it? Have you ever felt regret about a lost Bic?

    V. Direct Marketing.

    The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop. It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
    Select and print the three parts of the glossary in English on
    Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the email marketing too...

    VI. Linked Resources.

    (As I did receive this e-mail on the communication community called Comunicazione Italiana, so hope the information be useful to the readers of this newsletter...)
    Gentile collega,
    desidero invitarla ad iscriversi gratuitamente ( a Comunicazione Italiana, la prima Communication Community ( in Italia, che le permetterà interagire con il Network di oltre 31.000 professionisti della comunicazione d'impresa e pubblica, attraverso i nostri strumenti professionali unici.
    Iscrivendosi potrà richiedere in omaggio il libro Strumenti per Comunicare vol. 1(, potrà inoltre pubblicare 3 comunicati stampa nel nostro portale ed effettuare 50 ricerche sul nostro database on-line.
    In attesa di un suo cortese cenno di riscontro, le auguro un buon lavoro.
    Cordiali saluti.
    Fabrizio Cataldi /Managing Director/ Comunicazione Italiana
       Via Alessandro Trotter, 3 - 00156 Roma
       Telefono: +39 06 400 43 140 - +39 06 8200 41 73
       Fax: +39 06 400 43 141 - +39 06 8200 41 81

    VII. MyQuiz.

    With regards to the E-commerce in Italy --see point E above-- how much is estimated the percentage of products and services sold to other countries?
    Find answer on next September.
Copyright 2006 - All rights reserved (except where indicated). Issued: August 7th, 2006.
Roberto Dondi --word processing, HTML and the ropes.