Download Chapter 17 | MKTG 3800 - Principles of Marketing and more Quizzes Principles of Marketing in PDF only on Docsity!
Direct Marketing
Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. TERM 2
Customer Database
DEFINITION 2 an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data TERM 3
Direct-Mail Marketing
DEFINITION 3 direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address TERM 4
Catalog Marketing
DEFINITION 4 direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online TERM 5
Telephone Marketing
DEFINITION 5 using the telephone to sell directly to customers
Direct-Response Television
Marketing
direct marketing via television, including direct-response television advertising (or infomercials) and home shopping channels TERM 7
Online Marketing
DEFINITION 7 company efforts to market products and services and build customer relationships over the internet TERM 8
Internet
DEFINITION 8 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" TERM 9
Click-Only Companies
DEFINITION 9 the so-called dot-coms, which operate only online without and brick-and-mortar market presence EX: Amazon.com, Expedia.com, Yahoo!, Google, MSN, eBay, New York Times on the web, ESPN.com, Encyclopaedia Britannica Online TERM 10
Click-And-Mortar Companies
DEFINITION 10 traditional brick-and-mortar companies that have added online marketing to their operations EX: Office Depot
Marketing Website
a web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome TERM 17
7 C's of Effective Web Site Design
DEFINITION 17
- Context - layout and design 2. Content - text, pics, sound, video
- Community - user-to-user communication 4. Customization - tailor itself to different users or personalization 5. Communication - site-to-user, user-to-site, two-way 6. Connection - degree that its linked to other sites 7. Commerce - capabilities to enable commercial transactions TERM 18
Online Advertising
DEFINITION 18 advertising that appears while consumers are surfing the Web, including display ads, search-related ads, online classifieds, and other forms TERM 19
Viral Marketing
DEFINITION 19 the Internet version of word-of-mouth marketing -- Web sites, videos, e-mail, or other marketing events that are so infectious that customers will want to pass them along to friends TERM 20
Online Social Networks
DEFINITION 20 online social communities -- blogs, social networking Web sites, or even virtual worlds -- where people socialize or exchange information and opinions
Spam
unsolicited, unwanted commercial e-mail messages
