Chapter 17 Vocab 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
forms of direct marketing (7)
direct mail marketing catalog marketing telemarketing direct response television marketing kiosk marketing online marketing face to face selling
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
outbound telemarketing
sell directly to customers and businesses
inbound telemarketing
receive orders from television and print ads, direct mail, or catalogs
direct response television marketing (DRTV)
direct marketing via television, including direct-response television advertising (infomercials) and interactive television (iTV) advertising
kiosk
information and ordering machine
online marketing
efforts to market products and services and build customer relationships over the internet
internet
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 mortar market presence
click and mortar presence
traditional brick and mortar companies that have added online marketing to their operations
business to consumer online marketing (B to C)
businesses selling goods and services online to final customers
business to business online marketing (B to B)
businesses using online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices
consumer to consumer online marketing (C to C)
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 online marketing (C to B)
online exchanges in which consumers search out sellers, learn about their offers, initiate purchases, and sometimes even drive transaction terms
5 ways of setting up an online marketing presence
web sites online ads/promotions online social networks email mobile marketing
corporate/brand website
web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company’s products directly
marketing website
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 internet, including display ads, search related ads, online classifieds, and other forms
viral marketing
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
