Chapter 17 Vocab

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

forms of direct marketing (7)

Answer 3

direct mail marketing
catalog marketing
telemarketing
direct response television marketing
kiosk marketing
online marketing
face to face selling

Question 4

direct mail marketing

Answer 4

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

Question 5

catalog marketing

Answer 5

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

Question 6

telemarketing

Answer 6

using the telephone to sell directly to customers

Question 7

outbound telemarketing

Answer 7

sell directly to customers and businesses

Question 8

inbound telemarketing

Answer 8

receive orders from television and print ads, direct mail, or catalogs

Question 9

direct response television marketing (DRTV)

Answer 9

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

Question 10

kiosk

Answer 10

information and ordering machine

Question 11

online marketing

Answer 11

efforts to market products and services and build customer relationships over the internet

Question 12

internet

Answer 12

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 13

click only companies

Answer 13

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

Question 14

click and mortar presence

Answer 14

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

Question 15

business to consumer online marketing (B to C)

Answer 15

businesses selling goods and services online to final customers

Question 16

business to business online marketing (B to B)

Answer 16

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

Question 17

consumer to consumer online marketing (C to C)

Answer 17

online exchanges of goods and information between final consumers

Question 18

blogs

Answer 18

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

Question 19

consumer to business online marketing (C to B)

Answer 19

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

Question 20

5 ways of setting up an online marketing presence

Answer 20

web sites
online ads/promotions
online social networks
email
mobile marketing

Question 21

corporate/brand website

Answer 21

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

Question 22

marketing website

Answer 22

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

Question 23

online advertising

Answer 23

advertising that appears while consumers are browsing the internet, including display ads, search related ads, online classifieds, and other forms

Question 24

viral marketing

Answer 24

internet version of word of mouth marketing: a website, email message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends

Question 25

online social networks

Answer 25

online communities where people congregate, socialize, and exchange views and information

Question 26

email marketing

Answer 26

sending highly targeted, highly personalized, relationship building marketing messages via email

Question 27

spam

Answer 27

unsolicited, unwanted commercial email messages

Question 28

mobile marketing

Answer 28

marketing to on the go consumers through mobile phones, smartphones, tablets, and other mobile communication devices

Question 29

permission based email marketing

Answer 29

only email customers who opt in