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摘要

Storm Copper Components was founded 14 years ago and is located in Decator, Tennessee. The company manufactures custom copper fabricated components used in original equipment manufacturer (OEM) inter-connectivity applications in major industries such as telecommunications, printed circuits, power conversion, and transportation. Sales revenue in 2000 was approximately $12 million. In 2001 revenue decreased to approximately $10 million. However, this decrease was actually a strong performance given that 75 percent of the company's business was in the telecommunications industry, which declined in 2001 by about 50 percent. Storm's traditional marketing strategy is directed to OEM purchasing and engineering personnel. The company had been receiving three quotation inquiries per week, on average. Approximately 75 percent of the inquiries came from the Thomas Register, approximately 20 percent from the Internet, and approximately 5 percent from direct mail. Internet activity came from the company's Web site ― www.stormcopper.com ― which was launched in 1998. It is essentially a static site―its fundamental purposes are advertising, marketing, and information. According to Dan Kitts, vice president of sales and marketing for Storm, the vast majority of inquiries are made by telephone rather than by the Web site or by e-mail. Storm's site only becomes interactive when it is used in conjunction with the electronic mailing of drawings. This could be an insight into the comfort level of the industrial buyer community.