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Chapter 17 – Direct Marketing and Online Marketing

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Direct Marketing
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Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
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Customer Database
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An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data
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Direct-mail marketing
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direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address
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Catalog marketing
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direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
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Telephone marketing
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using the telephone to sell directly to customers
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Direct-response television marketing
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direct marketing via television, including direct-response television advertising (or infomercials) and home shopping channels
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Online Marketing
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company efforts to market products and services and build customer relationships over the internet
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Internate
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A vast public web of computer networks that connect users of the all types all around the world to each other and to an amazingly large “information repository”
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Click-only companies
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the so-called dot-coms, which operate only online without any brick-and-mortar market presence
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click-and-mortar companies
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traditional brick-and-mortar companies that have added online marketing to their operations
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Business-to-consumer online marketing
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businesses selling goods and services online to final consumers
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Business-to-business online marketing
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Businesses using B2B web sites, email, 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
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Consumer-to-consumer online marketing
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online exchanges of goods and information between final consumers
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Consumer-to-business online marketing
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online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms
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Corporate (or brand) Web site
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a web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company’s products directly
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Marketing Web site
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a web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome
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Online Advertising
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advertising that appears while consumers are surfing the web, including display ads, search-related ads, online classifieds, and other forms
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Viral Marketing
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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
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online social networks
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online social communities-blogs, social networking web sites, or even virtual worlds- where people socialize or exchange information and opinions
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Spam
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Unsolicited,unwanted commercial e-mail messages.