Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
35 Cards in this Set
- Front
- Back
Direct marketing
|
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
|
|
Customer database
|
An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
|
|
Catalog marketing
|
Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.
|
|
Telephone marketing
|
Using the telephone to sell directly to customers.
|
|
Direct-response television marketing
|
Direct marketing via television, including informercials and home shopping channels.
|
|
Online marketing
|
Company efforts to market products and services and build customer relationships over the Internet.
|
|
Internet
|
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."
|
|
Click-only companies
|
The so-called dot-coms, which operate only online without any brick-and-mortar market presence.
|
|
Click-and-mortar companies
|
Traditional brick-and-mortar companies that have added online marketing to their operations.
|
|
Business-to-consumer (B2C) online marketing
|
Selling goods and service online to final consumers.
|
|
Business-to-business (B2B) online marketing
|
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.
|
|
Consumer-to-consumer (C2C) online marketing
|
Online exchanges of goods and information between final consumers.
|
|
Consumer-to-business (C2B) online marketing
|
Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms.
|
|
Corporate (or brand) web site
|
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.
|
|
Marketing web site
|
A web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
|
|
Viral marketing
|
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.
|
|
Online social networks
|
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.
|
|
Global firm
|
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.
|
|
Economic community
|
A group of nations organized to work toward common goals in the regulation of international trade.
|
|
Countertrade
|
International trade involving the direct or indirect exchange of goods for other goods instead of cash.
|
|
Exporting
|
Entering a foreign market by selling goods produced in the company's home country, often with little modification.
|
|
Joint venturing
|
Entering foreign markets by joining with foreign companies to produce or market a product or service.
|
|
Licensing
|
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.
|
|
Contract manufacturing
|
A joint venture in which a company contracts with manufacturers in a foreign market to produce the product or provide its service.
|
|
Management contracting
|
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.
|
|
Joint ownership
|
A joint venture in which a company joins investors in a foreign market to create a local business in which the company shares control.
|
|
Direct investment
|
Entering a foreign market by developing foreign-based assembly or manufacturing facilities.
|
|
Standardized global marketing
|
An international marketing strategy for using basically the same marketing strategy and mix in all the company's international markets.
|
|
Adapted global marketing
|
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.
|
|
Straight product extension
|
Marketing a product in a foreign market without any change.
|
|
Product adaptation
|
Adapting a product to meet local conditions or wants in foreign markets.
|
|
Product invention
|
Creating new products or services for foreign markets.
|
|
Communication adaptation
|
A global communication strategy of fully adapting advertising messages to local markets.
|
|
Whole-channel view
|
Designing international channels that take into account the entire global supply chain and marketing channel, forging and effective global value delivery network.
|