Chapter 14: Direct and Online Marketing

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 selected 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 for infomercials and home shopping channels
Online marketing
Company efforts to market products and services and build customer relationships over the 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 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 efficiencies and better prices
Consumer-to-consumer (C2C) online marketing
Online exchanges of goods and informative between final consumers
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 networking
Online social communities-blogs, social networking Web sites, or even virtual worlds-where people socialize or exchange information and opinions
Unsolicited, unwanted commercial e-mail messages

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