Corporate (or brand) website A website designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company’s products directly Marketing website A website that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome Online advertising Advertising that appears while consumers are browsing the Web, including display ads, search-related ads, online classifieds, and other forms Viral marketing The internet version of word-of-mouth marketing: websites, videos, email messages, or other marketing events that are so infectious that customers will want to pass them along to friends. Online social networks Online social communities – blogs, social networking, websites, or even virtual worlds – where people socialize or exchange information and opinions Spam Unsolicited, unwanted commercial email messages Targeted to consumers Targeted to businesses B-to-C business to consumer B-to-B business to business C-to-C Consumer to Consumer C-to-B consumer to business 14 | P a g e
Marketing 396 Notes Final Exam Personal information protection and electronic documents act (PIPEDA) is based on four key principles: 1. Consumer knowledge and consent: Consumers must know that information about them is being gathered and they must provide consent before firms can collect, use or disclose consumers’ personal information 2. Limitations: firms can only collect and use information appropriate to the transaction being undertaken 3. Accuracy: Firms must be sure that the information they gather is recorded accurately. Firms must appoint a privacy officer to be responsible for this task 4. Right to Access: individuals have the right to know what information is being held about them. They can also demand that errors in their personal information be corrected and they may request that their personal information be withdrawn from a firm’s database. Chapter 19 Global Firm A firm that, by operating in more than one country, gains marketing, production, research and development, and financial advantages that are not available to purely domestic competitors Tariffs Taxes on certain imported products designed to raise revenue or protect domestic firms Quotas Limits on the amount of foreign imports they will accept in certain product categories Exchange controls Limit the amount of foreign exchange and the exchange rate against other currencies Nontariff trader barriers Biases against its bids, restrictive product standards or excessive host-country regulations GATT General Agreement on Tariffs and Trade WTO World Trade Organization Economic Community A group of nations organized to work toward common goals in the regulation of international trade NAFTA North American Free Trade Agreement Barter Involves the direct exchange of goods or services Exporting Entering a foreign market by selling goods produced in the company’s home country, often with little modification Indirect exporting Working through independent international marketing intermediaries. Involves less
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