CHAPTER 14
CHAPTER 14
CHAPTER 14 & 15
CHAPTER 16
CHAPTER 16
100
Involves advising management about public issues and company positions and image.
COUNSELING
100
Goods offered either free or at low cost as an incentive to buy a product.
PREMIUMS
100
Consists of short-term incentives to encourage the purchase or sale of a product or service.
SALES PROMOTION
100
Online exchanges of goods and information between final consumers.
CONSUMER TO CONSUMER (C2C) ONLINE MARKETING
100
Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.
DIRECT MARKETING
200
Certificates that offer buyers savings when they purchase specified products.
COUPONS
200
Placing newsworthy information into the news media to attract attention.
PRESS RELATIONS
200
Banner-shaped ads found at the top, bottom, left, right, or centre of a Web page.
BANNERS
200
Websites that seek to build customer goodwill and to supplement other sales channels rather than to sell the company's product directly.
CORPORATE (OR BRAND) WEBSITE
200
The general term for a buying and selling process that's supported by electronic means, primarily the Internet.
E-COMMERCE
300
Dealing with legislators and government officials to promote or defeat legislation and regulation.
LOBBYING
300
Information released to the media about certain new products or services.
PRESS RELEASE
300
Using B2B trading networks, auction sites, spot exchanges, online product catalogs, barter sites, and other online resources to reach new customers, serve current customers more effectively, and obtain buying effectiveness and better prices.
BUSINESS TO BUSINESS (B2B) ONLINE MARKETING
300
An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioural data.
CUSTOMER DATABASE
300
Direct-marketing campaigns that use many vehicles and multiple stages to improve response rates and profits.
INTEGRATED DIRECT MARKETING (IDM)
400
Cash or other rewards for regular use of a company's products or services.
PATRONAGE REWARDS
400
Various efforts to publicize specific products.
PRODUCT PUBLICITY
400
The online selling of goods and services to final consumers.
BUSINESS TO CONSUMER (B2C) ONLINE MARKETING
400
A central repository of an organization's customer information.
DATA WAREHOUSE
400
The vast and burgeoning global web of computer networks with no central management or ownership.
INTERNET
500
Includes displays and demonstrations that take place at the time of sale.
POINT-OF-PURCHASE (POP) PROMOTIONS
500
The process by which a positive image and customer preference is created through third-party endorsement.
PUBLIC RELATIONS
500
Online and exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms.
CONSUMER TO BUSINESS (C2B) ONLINE MARKETING
500
Direct marketing through single mailings that include letters, ads, samples, foldouts, and other "salespeople with wings" sent to prospects on mailing lists.
DIRECT-MAIL MARKETING
500
Online display ads that appear between screen changes on a website, especially while a new screen is loading.
INTERSTITIALS
M
e
n
u