Mrkt 341 Chapter 14/15

Front 1

Direct marketing

Back 1

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Front 2

Customer database

Back 2

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

Front 3

Catalog marketing

Back 3

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

Front 4

Telephone marketing

Back 4

Using the telephone to sell directly to customers.

Front 5

Direct-response television marketing

Back 5

Direct marketing via television, including informercials and home shopping channels.

Front 6

Online marketing

Back 6

Company efforts to market products and services and build customer relationships over the Internet.

Front 7

Internet

Back 7

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

Front 8

Click-only companies

Back 8

The so-called dot-coms, which operate only online without any brick-and-mortar market presence.

Front 9

Click-and-mortar companies

Back 9

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

Front 10

Business-to-consumer (B2C) online marketing

Back 10

Selling goods and service online to final consumers.

Front 11

Business-to-business (B2B) online marketing

Back 11

Using e-mail, online product catalogs, online trading networks, and other online resources to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices.

Front 12

Consumer-to-consumer (C2C) online marketing

Back 12

Online exchanges of goods and information between final consumers.

Front 13

Consumer-to-business (C2B) online marketing

Back 13

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

Front 14

Corporate (or brand) web site

Back 14

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

Front 15

Marketing web site

Back 15

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

Front 16

Viral marketing

Back 16

The internet version of word-of-mouth marketing--Web sites, videos, e-mail messages, or other marketing events that are so infectious that customers will want to pass them along to friends.

Front 17

Online social networks

Back 17

Online social communities--blogs, social networking Web sites, or even virtual worlds--where people socialize or exchange information and opinions.

Front 18

Spam

Back 18

Unsolicited, unwanted commercial e-mail messages.

Front 19

Global firm

Back 19

A firm that, by operating in more than one country, gains R&D, production, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors.

Front 20

Economic community

Back 20

A group of nations organized to work toward common goals in the regulation of international trade.

Front 21

Countertrade

Back 21

International trade involving the direct or indirect exchange of goods for other goods instead of cash.

Front 22

Exporting

Back 22

Entering a foreign market by selling goods produced in the company's home country, often with little modification.

Front 23

Joint venturing

Back 23

Entering foreign markets by joining with foreign companies to produce or market a product or service.

Front 24

Licensing

Back 24

A method of entering a foreign market in which the company enters into an agreement with a licensee in the foreign market, offering the right to use a manufacturing process, trademark, patent, trade secret, or other item of value for a fee or royalty.

Front 25

Contract manufacturing

Back 25

A joint venture in which a company contracts with manufacturers in a foreign market to produce the product or provide its service.

Front 26

Management contracting

Back 26

A joint venture in which the domestic firm supplies the management know-how to a foreign company that supplies the capital; the domestic firm exports management services rather than products.

Front 27

Joint ownership

Back 27

A joint venture in which a company joins investors in a foreign market to create a local business in which the company shares control.

Front 28

Direct investment

Back 28

Entering a foreign market by developing foreign-based assembly or manufacturing facilities.

Front 29

Standardized global marketing

Back 29

An international marketing strategy for using basically the same marketing strategy and mix in all the company's international markets.

Front 30

Adapted global marketing

Back 30

An international marketing strategy for adjusting the marketing strategy and mix elements to each international target market, bearing more costs but hoping for a larger market share and return.

Front 31

Straight product extension

Back 31

Marketing a product in a foreign market without any change.

Front 32

Product adaptation

Back 32

Adapting a product to meet local conditions or wants in foreign markets.

Front 33

Product invention

Back 33

Creating new products or services for foreign markets.

Front 34

Communication adaptation

Back 34

A global communication strategy of fully adapting advertising messages to local markets.

Front 35

Whole-channel view

Back 35

Designing international channels that take into account the entire global supply chain and marketing channel, forging and effective global value delivery network.