Marketing Chapter 17 Flashcards Preview

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Flashcards in Marketing Chapter 17 Deck (56):
1

Direct Marketing

a marketing channel without intermediaries
an element of the promotion mix
fast growing form of marketing

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Benefits to buyers

convenience
ready access to many products
access to comparative info about companies, products and competitors
interactive and immediate

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Benefits to Sellers

Tool to build customer relationships
Low cost, efficient, fast alternative to reach markets
flexible
access to buyers not reachable through other channels

4

Customer Database

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

5

forms of direct marketing

kiosk, telephone

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Direct mail marketing

involves an offer announcement, reminder, or other item to a person at a particular address
-personalized
-easy to measure results
-cost more than mass media
-provides better results than mass media

7

Catalog direct marketing

involves printing and web based catologs

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benefits of web based catalogs

lower cost than printed catalogs
unlimited amount of merchandising
interactive content
real time merchandising
promotional features

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challenges of web based catalogs

require marketing
difficulties in attracting new customers

10

Telephone direct marketing

involves using the telephone to sell directly to consumers and business customers

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outbound telephone marketing sells

directly to consumers and businesses

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Inbound telephone marketing uses

toll free numbers to receive orders from television and print ads, direct mail and catalogs

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benefits of telephone direct marketing

purchasing convenience
increased product service and info

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challenges of telephone direct marketing

unsolicited outbound telephone marketing
do not call registry

15

direct response television DRTV

marketing involves 6-120 second advertisement that describe products or given customers a toll free number or website to purchase and 30 minute infocial such as home shopping channels
Less expensive than other forms of promotion and easier to track results

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kiosk marketing

red box

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digital direct marketig technologies

mobile phone marketing
podcasts
vodcasts
interactive TV

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Mobile Phone marketing

ringtone giveaways
mobile games
ad supported content
contests sweepstakes

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Podcasts and Vodcast

involve the downloading of audio and video files via the internet to a handheld device such as a PDA or Ipod and listening to them at the consumers convenience

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Interactive TV

let viewers interact with TV programming and advertising using their remote controls and provides marketers with an interactive and involving means to reach target audiences

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Internet

a vast public web of computer networks that connects users of all types around the word to each other and to a large info repository

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Business to consumers B2C

involves selling goods and services online to final consumers

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business to business B2B

involves selling goods and services, providing info online to businesses and building customer relationships

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Consumer to consumers C2C

occurs on the web between interested parties over a wide range of products and subjects

25

Blogs

Offer fresh, original, and inexpensive ways to reach fragmented audiences
-difficult to control

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Consumer to business C2B

involves consumer communicating w/ companies to send suggestions and questions via company and websites

27

Setting up an online presence
Creating a website requires

designing an attractive site, remain on the site, and return to the site

28

Corporate Web Site

is designed to build customer goodwill and to supplement other channels, rather than to sell the companys products directly to:
Provide information
create excitement
build relationships

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Marketing Web SIte

is designed to engage consmers in interaction that will move them to closer to a direct purchase or other marketing outcome

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To attract visitors attention, companies must:

Promote and off-line promotion and online links
create value and excitement
constantly update the site
make the site useful

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7 C's Context

sites layout

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7 C's Content

the sites pictures, sound and video

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7 C's Community

is the sites means to enable user-to-user communication

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7's Customization

is the sites ability to tailor itself to differetn user to personalize the site

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7 C's Communication

is the way the site enables user-to-user, user to site, or 2 way communication

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7 C's Connection

is the degree that the site is lined to other sites

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7 C's Commerce

is the site's capabilities to enable commercial transactions
-change to keep customers coming back, the site needs to constantly change

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Forms of online advertising

Display Ads, search related ads and online classifieds

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Banners

banner shaped ads found on a web site

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Interstitial

ads that appear between screen changes

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Pop Ups

Ad that suddenly appear in a new window being viewed

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Rich Media ads

incorporate animation video, sound and interactivity

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Search Related Ads

are ads in which text based ads and links appear alongside search engine results on sites such as Google and Yahoo! and are effective in linking consumers to other forms of online promotion

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Social Networks

allow memebers to congerate online and exchange views on issues of common interest

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Email

enriched emails that include animation, interactivity and person messages with streaming audio and video to compete with the cluttered E-mail environment

46

Spam

unwanted commercial email messages

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Permission based marketing

allows users to opt in or opt out of email marketing

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Irritation

includes annoying and offending customers

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Unfairness

includes taking unfair advantage of impulsive or less sophisticated buyers

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deception

includes "heat merchants" who design mailer and write copy designed to mislead consumers

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Fraud

includes identify theft and financial scams

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Invasion of Privacy

the concern is that marketers may knoe too much about consumers and use this information to take unfair advantages
-sales of databases
-microsoft

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Can of Spam Act

law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

54

California Online Privacy Protection Act (OPPA)

operators of commercial websites that collect personally identifiable information from California's residents are required to conspicuously post and comply with a privacy policy that meets certain requirements.

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Children's Online Privacy Protection Act COPPA

Web sites to post privacy policies and notify parents about the information they are gathering from children under the age of 13.

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TRUSTe

TRUSTe operates the world’s largest privacy seal program, certifying more than 5,000 website