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Princ. of Marketing

Kotler, Armstrong, Principles of Marketing 11th ed, Ch 18 vocab

QuestionAnswer
Intranet A network that connects people within a company to each other and to the company network
Extranet A network that connects a company with its suppliers and distributors
Internet A vast public web of computer networks, which connects users of all types all around the world to each other and to an amazingly large information repository
E-business The use of electronic platforms—intranets, extranets, and the internet—to conduct a company’s business
E-commerce Buying and selling processes supported by electronic means, primarily the internet
E-marketing The marketing side of e-commerce—company efforts to communicate about, promote, and sell products and services over the internet
B2C (business to consumer) e-commerce The online selling of goods and services to final consumers
B2B (business to business) e-commerce Using B2B trading networks, auction sites, spot exchanges, online product catalogs, barter sites, and other online resources to reach new customers, serve current customers more effectively, and obtain buying efficiencies and better prices
Opening trading exchanges Huge e-marketspaces in which B2B buyers and sellers find each other online, share information, and complete transactions efficiently
Private trading exchanges B2B trading networks that link a particular seller with its own trading partners
C2C (consumer-to-consumer) e-commerce Online exchanges of goods and information between final consumers
C2B (consumer-to-business) e-commerce Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms
Click-only companies The so-called dot-coms, which operate only online without any brick and mortar market presence
Click-and-mortar companies Traditional brick-and-mortar companies that have added e-marketing to their operations
Corporate Web site A web site designed to build customers goodwill and to supplement other sales channels, rather than to sell the company’s products directly
Marketing Web site A web site 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 surfing the web, including banner and ticker ads, interstitials, skyscrapers, and other forms
Viral marketing the internet version of word-of-mouth marketing—email messages or other marketing events that are so infectious that customers will want to pass them on to their friends
Web communities Web sites upon which members can congregate online and exchange views on issues of common interest
Spam Unsolicited, unwanted commercial email messages
Created by: cannons on 2010-09-30



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