Ch. 14 Direct and Online Marketing: Building Direct Customer Relationships

Question 1

Direct marketing

Answer 1

Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis.

Question 2

Customer database

Answer 2

An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.

Question 3

Direct-mail marketing

Answer 3

Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address.

Question 4

Catalog marketing

Answer 4

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

Question 5

Telemarketing

Answer 5

Using the telephone to sell directly to customers.

Question 6

Direct-response television (DRTV) marketing

Answer 6

Direct marketing via television, including direct-response television advertising (or infomercials) and interactive television (iTV) advertising.

Question 7

Online marketing

Answer 7

Efforts to market products and services and build customer relationships over the internet.

Question 8

Internet

Answer 8

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.

Question 9

Click-only companies

Answer 9

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

Question 10

Click-and-motar companies

Answer 10

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

Question 11

Business-to-customer (B-to-C) online marketing

Answer 11

Businesses selling goods and services online to final consumers.

Question 12

Business-to-business (B-to-B) online marketing

Answer 12

Businesses using online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices.

Question 13

Consumer-to-consumer (C-to C) online marketing

Answer 13

Online exchanges of goods and information between final consumers.

Question 14

Blogs

Answer 14

Online journals where people post their thoughts, usually on a narrowly defined topic.

Question 15

Consumer-to-business (C-to-B) online marketing

Answer 15

Online exchanges in which consumers search out sellers, learn about their offers, initiate purchases, and sometimes even drive transaction terms.

Question 16

Corporate (or brand) Web site

Answer 16

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

Question 17

Marketing Web site

Answer 17

A Web site that interacts with consumers to move them closer to a direct purchase or other marketing outcome.

Question 18

Online advertising

Answer 18

Advertising that appears while consumers are browsing the Web, including display ads, search-related ads, online classifieds, and other forms.

Question 19

Viral marketing

Answer 19

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.

Question 20

Online social networks

Answer 20

Online communities where people congregate, socialize, and exchange views and information.

Question 21

E-mail marketing

Answer 21

Sending highly targeted, tightly personalized, relationship-building marketing messages via e-mail.

Question 22

Spam

Answer 22

Unsolicited, unwanted commercial e-mail messages.

Question 23

Mobile marketing

Answer 23

Marketing to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile communication devices.