Ch. 14 Direct and Online Marketing: Building Direct Customer Relationships Flashcards
Direct marketing
Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis.
Customer database
An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
Direct-mail marketing
Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address.
Catalog marketing
Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.
Telemarketing
Using the telephone to sell directly to customers.
Direct-response television (DRTV) marketing
Direct marketing via television, including direct-response television advertising (or infomercials) and interactive television (iTV) advertising.
Online marketing
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 around the world to each other and an amazingly large information repository.
Click-only companies
The so-called dot-coms, which operate online only and have no brick-and-motar market presence.
Click-and-motar companies
Traditional brick-and-motar companies that have added online marketing to their operations.
Business-to-customer (B-to-C) online marketing
Businesses selling goods and services online to final consumers.
Business-to-business (B-to-B) online marketing
Businesses using online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices.
Consumer-to-consumer (C-to C) 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 (C-to-B) online marketing
Online exchanges in which consumers search out sellers, learn about their offers, initiate purchases, and sometimes even drive 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 sell the company’s products directly.
Marketing Web site
A Web site that interacts with consumers to move them closer to a direct purchase or other marketing outcome.
Online advertising
Advertising that appears while consumers are browsing the Web, including display ads, search-related ads, online classifieds, and other forms.
Viral marketing
The Internet version of word-of-mouth marketing: a Web site, video, e-mail message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends.
Online social networks
Online communities where people congregate, socialize, and exchange views and information.
E-mail marketing
Sending highly targeted, tightly personalized, relationship-building marketing messages via e-mail.
Spam
Unsolicited, unwanted commercial e-mail messages.
Mobile marketing
Marketing to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile communication devices.
