Marketing Chapter 17

Front 1

Direct marketing

Back 1

Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis.

Front 2

Customer database: demographics, psychographics & buyer behavior

Back 2

And organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data. Geographic: Address, region. Demographic: Age, income, family members, birthdays. Psychographic: Activities, interests, and opinions. Buyer Behavior: Buying preferences and the recency, frequency, and monetary value of past purchases.

Front 3

Direct-response television marketing using 800# or special web address

Back 3

Direct marketing via television, including direct-response television advertising (or infomercials) and interactive television (iTV) advertising.

Front 4

On-line marketing: the web

Back 4

Efforts to market products and services and build customer relationships over the internet.

Front 5

Brick-and-mortar companies

Back 5

A company that possesses buildings, production facilities, or store for operations

Front 6

Click-only companies

Back 6

The so-called dot-coms, which operate online only and have no brick-and-mortar market presence.

Front 7

Click-and-mortar companies

Back 7

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

Front 8

Business-to-consumer (B2C) online marketing

Back 8

Business selling goods and services online to final consumers.

Front 9

Business-to-business (B2B) online marketing

Back 9

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

Front 10

Consumer-to-consumer (C2C):

Back 10

Online exchanges of goods and information between final consumers

Front 11

Consumer-to-business (C2B) online marketing

Back 11

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

Front 12

Corporate (brand) web site

Back 12

A web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company’s products directly.

Front 13

Marketing web site

Back 13

A website that interacts with consumers to move them closer to a direct purchase or other marketing outcome.

Front 14

Viral marketing

Back 14

The internet version of word-of-mouth marketing: a website, video, email, or other marketing event that is so infections that customers will seek it out or pass it along to friends.