Term
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Definition
| offer a trial amount of a product |
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Term
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Definition
are certificates that give buyers a
saving when they purchase specified
products |
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Term
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Definition
are similar to coupons except
that the price reduction occurs after the purchase |
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Term
| Contests, sweepstakes, and games |
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Definition
give
consumers the chance to win something,
such as cash, trips, or goods, by luck or
through extra effort
• Contests require an entry by a consumer
• Sweepstakes require consumers to submit
their names for a drawing
• Games present consumers with something
that may or may not help them win a prize |
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Term
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Definition
involves an offer, announcement, reminder, or other item sent to a person at a particular address
• Personalized
• Easy-to-measure results
• Costs more than mass media
• Provides better results than mass media |
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Term
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Definition
| involves printed and Web-based catalogs |
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Term
| Telephone direct marketing (telemarketing) |
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Definition
involves using the telephone to sell directly to consumers and business customers
• Outbound telephone marketing sells directly to consumers and businesses
• Inbound telephone marketing uses toll-free numbers to receive orders from television and print ads, direct mail, and catalogs |
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Term
| Direct-response television (DRTV) marketing |
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Definition
involves 60- to 120-second advertisements that describe products or give customers a toll-free
number or Web site to purchase and 30-minute infomercials such as home shopping channels
• Less expensive than other forms of promotion
• Easier to track results |
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Term
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Definition
| involves placing information and ordering machines in stores, airports, trade shows, and other locations |
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Term
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Definition
includes:
• Ring-tone giveaways
• Mobile games
• Ad-supported content
• Contests and sweepstakes |
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Term
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Definition
| 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 consumer’s convenience |
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Term
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Definition
lets viewers interact with television programming and advertising using their remote controls and provides marketers with an interactive and involving
means to reach targeted audiences |
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Term
| Business to business (B2B) |
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Definition
| involves selling goods and services, providing information online to businesses, and building customer relationships |
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Term
| Business to consumer (B2C) |
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Definition
| involves selling goods and services online to final consumers |
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Term
| Consumer to business (C2B) |
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Definition
| involves consumers communicating with companies to send suggestions and questions via company Web sites |
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Term
| Consumer to consumer (C2C) |
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Definition
occurs on the Web between interested parties over a wide range of products and subjects
• Blogs
• Offer a fresh, original, and inexpensive way to
reach fragmented audiences
• Difficult to control |
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Term
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Definition
operate only online without any brick and mortar presence
• E-tailers
• Search engines and portals
• Shopping or price comparison sites
• Internet service providers (ISP)
• Transaction sites
• Content sites |
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Term
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Definition
are brick-and-mortar
companies with an online presence
Advantages of click and mortar companies include:
• Known and trusted brand names
• Strong financial resources
• Large customer bases
• Industry knowledge
• Reputation
• Strong supplier relationships
• More options for customers |
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Term
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Definition
are dot coms that sell products and services directly to final buyers via the Internet
• Amazon
• Expedia |
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