Chapter Seventeen Flashcards
Direct marketing
Connecting directly with carefully targeted segments of individual consumers, often on a one-to-one, interactive basis.
Customer database
An organised collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic and behavioural data.
Direct-mail marketing
Direct marketing by sending an offer, announcement, reminder or other item to a person at a particular physical or virtual address.
Catalogue marketing
Direct marketing through print, video or digital catalogues that are mailed to select customers, made available in stores, or presented online.
Telephone marketing
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 home shopping channels.
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-mortar market presence.
Click-and-mortar companies
Traditional brick-and-mortar companies that have added online marketing to their operations.
Business-to-consumer (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 and initiate purchases, sometimes even driving transaction terms.
Corporate (brand) website
A website designed to build customer goodwill, collect customer feedback and supplement other sales channels rather than sell the company’s products directly.
Marketing website
A website that engages consumers in interactions that will 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: websites, videos, e-mail messages or other marketing events that are so infectious that customers will want to pass them along to friends.
Online social networks
Online social communities–blogs, social networking websites or even virtual worlds–where people socialise or exchange information and opinions.
Spam
Unsolicited, unwanted commercial e-mail messages.
