Marketing: An Introduction Chapter 14
Using B2B Web sites, e-mail, online product 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.
Selling goods and services online to final consumers.
Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.
Traditional brick-and-mortar companies that have added online marketing to their operations.
The so-called dot-coms, which operate only online without any brick-and-mortar market presence.
Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms.
Online exchanges of goods and information between final consumers.
Corporate Web site
A Web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels, rather than sell the company’s products directly.
An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
Direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular address.
Direct connections with carefully targeted individual consumers to both obtain and immediate response and cultivate lasting customer relationships.
Direct-response television marketing
Direct marketing via television, including infomercials and home shopping channels.
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.”
Marketing Web site
A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
Advertising that appears while consumers are surfing the Web, including display ads, search-related ads, online classifieds, and other forms.
Company efforts to market products and services and build customer relationships over the Internet.
Online social networks
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.
Using the telephone to sell directly to customers.
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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