Marketing Chapter 14
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Created by:
chrstfollwer on May 8, 2012
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21 terms
Terms | Definitions |
|---|---|
 Direct Marketing | Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. |
| Customer Database | An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data. |
| Direct-Mail Marketing | Direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address. |
| Catalog Marketing | Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online. |
| Telephone Marketing | Using the telephone to sell directly to customers. |
| Direct-Response Television Marketing | Direct marketing via television, including direct-response television advertising (or infomercials) and home shopping channels. |
| Online Marketing | Company efforts to market products and services and build customer relationships over the internet. |
| Internet | A vast public web of computer networks that connects users of all types all around the world to each other and to an amazingly large "information repository." |
| Click-only Companies | The so-called dot-coms, which operate only online without any brick-and-mortar market presence. |
| Click-and-mortar Companies | Traditional brick-and-mortar companies that have added online marketing to their operations. |
| Business-to-consumer (B2C) Online Marketing | Businesses selling goods and services online to final consumers. |
| Business-to-business (B2B) Online Marketing | Businesses using B2B web sites, e-mail, online catalogs, online trading networks, and other online resources to reach new business customers, serve current customers more effectively, and obtain buying efficiences and better prices. |
| Consumer-to-consumer (C2C) Online Marketing | Online exchanges of goods and information between final consumers. |
| Blogs | Online journals where people post their thoughts, usually on a narrowly defined topic. |
| Consumer-to-business (C2B) Online Marketing | Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms. |
| Corporate (or brand) Web Site | A web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels, rather than to sell the company's products directly. |
| Marketing Web Site | A web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome. |
| Online Advertising | Advertising that appears while consumers are surfing the web, including display ads, search-related ads, online classifieds, and other forms. |
| Viral Marketing | The internet version of word-of-mouth marketing--web sites, videos, e-mail messages, or other marketing events that are so infectious that customers will want to pass them along to friends. |
| Online Social Networks | Online social communities--blogs, social networking web sites, or even virtual worlds--where people socialize or exchange information and opinions. |
| Spam | Unsolicited, unwanted commercial e-mail messages. |
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