Chapter 16: Direct & Online Marketing

Question 1

Intranet
Extranet
Internet

Answer 1

people w/in company
company w/ its suppliers & customers
connects users to large amount of information

Question 2

E-Business

Answer 2

involves the use of electronic platforms to conduct a companies buisness

Question 3

E-Commerce

Answer 3

involves buying or selling processes supported by electronic means

Question 4

E-marketing

Answer 4

company efforts to communicate about, promote, and sell products and other services over the intranet

Question 5

Marketing Database System

Answer 5

is organized collection of data about individual customers, prospects and suspects that is accessible and auctionable

Question 6

Direct Marketing

Answer 6

is an interactive system of marketing that uses one/more advertising media to affect a measurable response and/or transaction

Question 7

Reasons for Growth of Direct Marketing

Answer 7

precision targeting
personalization
privacy
immediate results
measurability

Question 8

Integrated Direct Marketing

Answer 8

more powerful approach: execute a multiple-vehicle, multiple stage campaign