Term
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Definition
| Connecting directly with carefully targeted segments or individual consumers, often on a one- to- one, interactive basis. p 494 |
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Term
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Definition
| An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data. p 496 |
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Term
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Definition
| Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address. p 499 |
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Term
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Definition
| Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online. p 500 |
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Term
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Definition
| Using the telephone to sell directly to customers. p 501 |
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Term
| Direct-response television (DRTV) marketing |
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Definition
| Direct marketing via television, including direct- response television advertising ( or infomercials) and interactive television ( iTV) advertising. p 501 |
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Term
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Definition
| Efforts to market products and services and build customer relationships over the Internet. p 503 |
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Term
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Definition
| A vast public web of computer networks that connects users of all types around the world to each other and an amazingly large information repository. p 503 |
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Term
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Definition
| The so-called dot-coms, which operate online only and have no brick-and-mortar market presence. p 503 |
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Term
| Click-and-mortar companies |
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Definition
| Traditional brick- and- mortar companies that have added online marketing to their operations. p 5 |
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Term
| Business-to-consumer (B-to-C) online marketing |
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Definition
| Businesses selling goods and services online to final consumers. p 504 |
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Term
| Business-to-business (B-to-B) online marketing |
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Definition
| Businesses using online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices. p 504 |
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Term
| Consumer-to-consumer (C-to-C) online marketing |
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Definition
| Online exchanges of goods and information between final consumers. p 504 |
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Term
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Definition
| Online journals where people post their thoughts, usually on a narrowly defined topic. p 505 |
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Term
| Consumer-to-business (C-to-B) online marketing |
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Definition
| Online exchanges in which consumers search out sellers, learn about their offers, initiate purchases, and sometimes even drive transaction terms. p 506 |
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Term
| Corporate (or brand) Web site |
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Definition
| A Web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company’s products directly. p 506 |
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Term
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Definition
| A Web site that interacts with consumers to move them closer to a direct purchase or other marketing outcome. p 507 |
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Term
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Definition
| Advertising that appears while consumers are browsing the Internet, including display ads, search- related ads, online classifieds, and other forms. p 507 |
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Term
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Definition
| The Internet version of word-of-mouth marketing: a Web site, video, e-mail message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends. p 508 |
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Term
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Definition
| Online communities where people congregate, socialize, and exchange views and information. p 509 |
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Term
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Definition
| Sending highly targeted, highly personalized, relationship- building marketing messages via e-mail. p 510 |
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Term
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Definition
| Unsolicited, unwanted commercial e-mail messages. p 510 |
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Term
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Definition
| Marketing to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile communication devices. p 511 |
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