Principles of Marketing - Chapter 17

Customer Database (ch 17)

An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data

Direct-mail marketing (ch 17)

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

Catalog Marketing (ch 17)

print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online

Telephone Marketing (ch 17)

using the telephone to sell directly to customers

Direct-response television marketing (DRTV) (ch 17)

direct marketing via television, including direct-response tv advertising/infomercials and home shopping channels

Online Marketing (ch 17)

efforts to market products/services and build customer relationships over the internet

Internet (ch 17)

A vast public web of computer networks that connects users of all types around the world to each other and amazingly large information repository

Click-only companies (ch 17)

the dot-coms that operate online only and have no brick-and-mortar market presence

Click-and-mortar companies (ch 17)

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

Business-to-consumer (B to C) online marketing (ch 17)

Business selling goods/services online to final consumers

Business-to-business (B to B) online marketing (ch 17)

Businesses using online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficencies and better prices

Consumer to Consumer (C to C) online marketing (ch 17)

Online exchanges of goods/information between final consumers

Blogs (ch 17)

online journals where people post their thoughts, usually on a narrowly defined topic

Consumer-to-Business (C to B) online marketing (ch 17)

Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms

Corporate/Brand Web Sites (ch 17)

a site designed to build customer goodwill, collect feedback, and supplement other sales channels rather then sell the company's products directly

Marketing Web Site (ch 17)

a site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome

Online Advertising (ch 17)

advertising approach that appears while consumers are browsing the web, including display ads, search-related ads, online classifieds, and other forms

Viral Marketing (ch 17)

the internet version of word-of-moth marketing: Web sites, email, videos, or other marketing events that are so infectious that customers will want to pass them along to friends

Online Social Networks (ch 17)

Online social communities--blogs, social networking web sites, or even virtual worlds--where people socialize or exchange info and opinions

Spam (ch 17)

Unsolicited, unwanted commercial email messages