Chapter-17, key notes. Direct and Online Marketing

 

Direct marketing: Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. 

Direct-mail marketing: Direct marketing by sending an offer, announcement, reminder, or other items to a person at a particular physical or virtual address. 

Telephone marketing: Using the telephone to sell directly to customers. 

Direct-response television marketing: Direct marketing via television, including direct-response television advertising (or infomercials) and home shopping channels. 

Online marketing: Company efforts to market products and services and build customer relationships over the internet. 

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. 

B2C online marketing: Businesses selling goods and services online to final consumers. 

B2B online marketing: Businesses using B2B web sites, e-mail, online 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. 

C2C online marketing: Online exchanges of goods and information between final consumers. 

C2B online marketing: Online changes in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms. 

Online advertising: Advertising that appears while consumers are surfing the web, including display ads, search-related ads, online classifieds, and other forms. 

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. 

Spam: Unsolicited, unwanted, commercial e-mail messages. 

Note that all the information has collected from principles of marketing book (Asian).