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Marketing Mngt 7
Vocabulary Terms Chpt 17
| Question | Answer |
|---|---|
| connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships | direct marketing |
| An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychoographic, and behavioral data | customer database |
| Direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address | direct-mail marketing |
| Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online. | catalog marketing |
| Using the telephone to sell directly to customers. | telephone marketing |
| Direct marketing via telephone, including direct-response television advertising and home shopping channels | direct- response television marketing |
| Company efforts to market products and services and build customer relationships over the Internet. | online marketing |
| A vast public web of computer networks that connects users of all types all around the world to each other and to an amazingly large "information repository." | internet |
| The so-called dot-coms, which operate only online without any brick-and-mortar market presence. | click-only companies |
| Traditional brick-and-mortar companies that have added online marketing to their operations. | Click- and- mortar companies |
| Business selling goods and services online to final customers | Business-to-consumer online marketing |
| Business using B2B Web sites, e-mail, online catalogs, online trading networks, and other online resources to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices. | Business-to-business online marketing |
| Online exchanges of goods and information between final consumers. | Consumer-to-consumer online marketing |
| Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction transaction terms. | Consumer-to-business online marketing |
| A Web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels, rather than to sell the company's products directly. | Corporate Web site |
| A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome | Marketing Web site |
| Advertising that appears while consumers are surfing the Web, including display ads, search-related ads, online classified, and other forms. | Online advertising |
| The Internet version of word- of-mouth marketing- Web sites, videos, e-mail messages, or other marketing events that are so infectious that customers will want to pass them along to friends. | Viral marketing |
| Online social communities-blogs, social networking Web sites, or even virtual worlds- where people socialize or exchange information and opinions. | Online social networks |
| Unsolicited, unwanted commercial e-mail messages. | Spam |
Created by:
trgresham
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