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E-Glossary
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bait advertising
advertising that offers an unusually low price for an item to draw
a customer into a store where the low priced item is usually not
available. Then the customer is convinced to buy a more expensive
similar product. Also known as bait and switch advertising.
banner advertising
A marketing mechanism that contains strips of advertisements that are
sporadically positioned on a web page and are extremely popular on the
World-Wide-Web. These types of ads generally take up a considerable
amount of bandwidth and are sometimes disturbing to the web user.
benefit segmentation
The process of grouping customers into market segments according to
the benefits they seek from the product. Refers to their needs and wants
only.
blind certificate
A blind certificate is an anonymous version of a cookie. The
user can be tracked due to limited information that is provided by the
user's system, but the name is withheld. Blind certificates allow
marketing departments to trace consumer's spending habits without invading
a customer's privacy.
blow-in
A technique used for inserting pieces or postcards into a magazine.
They are blown-in and fall out into customers' laps.
bookmark
A marker saved in a user's Web browser so that he or she may return
to a Web site later without having to remember the exact URL. In Netscape,
they are called "bookmarks," while Internet Explorer labels them "Favorites."
brochureware
1. A part of a website that provides an introduction to a company,
contact information, and news about its products and services.
2. Advertising for planned but non-existent products (see vaporware).
The advertising implies that the company is actively marketing and selling
the product. This technique is sometimes used as a strategic weapon
to lure customers into not making a commitment to a competitors products.
business-to-business communications
The marketing of products from one business to another. These products
are needed to make other goods and/or provide services.
buying signals
Verbal & non-verbal signals that show a customer is ready to buy.
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