17. Direct and Online Marketing

Question 0

A organised collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic and behavioural data

Answer 0

Customer database

Question 1

Direct connections with carefully targeted individual consumers, often on a one-to-one interactive basis

Answer 1

Direct marketing

Question 2

Direct marketing by sending an offer, announcement, reminder or other item to a person at a particular physical or virtual address

Answer 2

Direct-mail marketing

Question 3

Direct marketing through print, video or electronic catalogs that are mailed to select customers, made available in stores or presented online

Answer 3

Catalog marketing

Question 4

Using telephone to sell directly to customers

Answer 4

Telephone marketing

Question 5

Direct marketing via television, including direct-response television advertising (or infomercials) and home shopping channels

Answer 5

Direct-response television marketing

Question 6

Using kiosks that allow customers to order merchandise not carried in the store

Answer 6

Kiosk marketing

Question 7

Due to a wealth of new digital technologies, direct marketers reach and interact with consumers through mobile phone marketing, podcasts, vodcasts and interactive TV

Answer 7

New digital direct marketing

Question 8

Efforts to market products and services, as well as build customer relationships over the Internet

Answer 8

Online marketing

Question 9

The so-called dot-coms, which operate online only and have no brick-and-mortar market presence

Answer 9

Click-only companies

Question 10

Traditional brick-and-mortar companies that have added online marketing to their operations

Answer 10

Click-and-mortar companies

Question 11

What are the four major online marketing domains?

Answer 11

Business to consumer (B2C)
Business to business (B2B)
Consumer to consumer (C2C)
Consumer to business (C2B)

Question 12

A website designed to build customer goodwill, collect customer feedback and supplement other sales channels, rather than sell the company’s products directly

Answer 12

Corporate (or brand) website

Question 13

A website that engages consumers in interactions that will move then closer to a direct purchase or other marketing income

Answer 13

Marketing website

Question 14

Advertising that appears while consumers are surfing the Web, including display ads (banners, interstitials, pop-ups), search-related ads, online classifieds and other forms

Answer 14

Online advertising

Question 15

The Internet version of word-of-mouth marketing—websites, videos, email messages or other marketing events that are so infectious that customers will want to pass them along to friends

Answer 15

Viral marketing

Question 16

Outsourcing tasks that are traditionally performed by an employee, to an undefined, large group of people or community (a ‘crowd’), through an open call, using online methods

Answer 16

Crowdsourcing (Online)

Question 17

Online social communities—blogs, social networking websites or even virtual worlds—where people socialise or exchange information and opinions

Answer 17

Online social networks

Question 18

What are the public policy issues in direct marketing?

Answer 18

Irritation, unfairness, deception and fraud