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21 Cards in this Set
- Front
- Back
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direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting cusomter relationships
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direct marketing
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an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data
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customer database
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direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular address
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direct-mail marketing
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direct marketing through print, video, or electronic catalogs that are mailed to select cusomters, made available in stores, or presented online
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catalog marketing
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using the telephone to sell directly to customers
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telephone marketing
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direct marketing cia television, including direct-response television advertising (or infomercials) and home shopping channels
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direct-response television marketing
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company efforts to market products and services and build customer relationships over the internet
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online marketing
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a vast public web of comupter networks that connects users of all types all around the world to each other and to an amazingly large "information repository"
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internet
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selling goods and services online to final consumers
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business-to-consumer (B2C) online marketing
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using B2B web sites, e-mail, online product catalogs, online trading networks, and other online resourves to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices
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business-to-business (B2B) online marketing
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online exchanges of goods and information between final consumers
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consumer-to-consumer (C2C) online marketing
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online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction tersm
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consumer-to-business (C2B) online marketing
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the so-called dot-coms, which operate only online without any brick-and-mortar market presence
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click-only companies
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traditional brick-and-mortar companies that have aded online marketing to their operations
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click-and-mortar companies
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a web site designed to build customer goodwill and to supplement other sales channels, rather than to sell the company's products directly
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corporate web site
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a web site that engages consumers in interactions that will move them closser to a direct purchase or other marketing outcome
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marketing web site
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advertising that appears while cosumers are surfing the web, including display ads (banners, interstitals, pop-ups), search-related ads, online classifieds, and other forms
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online advertising
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the internet version of word-of-mouth marketing--web sites, e-mail mesages, or other marketing events that are so infectious that cusomters will want to pass them along to friends
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viral marketing
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web sites upon which members can congregate online and exchange views on issues of common interest
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web communities
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unsolicited, unwanted commercial e-mail messages
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spam
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direct-marketing campaigs that use multiple vehicles and multiple stages to improve response rates and profits
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integrated direct marketing
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