Chapter Seventeen

Question 1

Direct marketing

Answer 1

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

Question 2

Customer database

Answer 2

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

Question 3

Direct-mail marketing

Answer 3

Direct marketing by sending an offer, announcement, reminder or other item to a person at a particular physical or virtual address.

Question 4

Catalogue marketing

Answer 4

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

Question 5

Telephone marketing

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 home shopping channels.

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-mortar market presence.

Question 10

Click-and-mortar companies

Answer 10

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

Question 11

Business-to-consumer (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 and initiate purchases, sometimes even driving transaction terms.

Question 16

Corporate (brand) website

Answer 16

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

Question 17

Marketing website

Answer 17

A website that engages consumers in interactions that will 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: websites, videos, e-mail messages or other marketing events that are so infectious that customers will want to pass them along to friends.

Question 20

Online social networks

Answer 20

Online social communities–blogs, social networking websites or even virtual worlds–where people socialise or exchange information and opinions.

Question 21

Spam

Answer 21

Unsolicited, unwanted commercial e-mail messages.