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E-Glossary
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cash cow
In the portfolio matrix, a business unit that usually generates more
cash than it needs to maintain its market share.
Certification Authority (CA)
A secure third-party organization that can verify the identity
and origin of a person or component (such as ActiveX
controls).
commercial
An announcement of products or services for sale by a business concern,
designed to influence the target customers to buy those products/services.
There are four general types of commercials: institutional, humorous, sales
and seasonal.
Commercial Internet Exchange (CIX)
Pronounced “kicks”, this is an agreement between Internet service providers
(ISP's) to make the Internet available to commercial traffic. The
association that created this agreement was founded in 1991 by Rick Adams,
Marty Schofstall and Susan Estrada. This group created the first
public commercial interconnect point on the Internet. CIX is a multilateral
agreement, meaning that all members must exchange traffic with each other.
commercialization
Final stage in the product development process, consisting of tasks
necessary to begin marketing the product. This can include initiating
production, shipping, training the sales force, and advertising.
cookies
Cookies are text files that are stored at the client's hard drive.
When a browser requests a document, the web server creates a fragment of
data, which is sent to the browser and stored at the client's computer.
Afterward, when the browser solicits another document, the cookie
is sent with the request. Cookies are very similar to the caller
id boxes that have become so popular in that they provide telemarketers
with such relevant information as: the consumers name, address, and previous
purchase payment record.
co-op(erative) advertising
Advertising where (usually) two business concerns advertise their products/services
in the same commercial, thereby reducing their costs per commercial run/printed.
EXAMPLE: A NIGHTCLUB (IN A MAJOR HOTEL) ANNOUNCING NEXT WEEK'S MUSICAL
ENTERTAINMENT, THEN HIGHLIGHTING THE HOTEL'S BUSINESS/CONVENTION SERVICES.
Usually, each concern receives approximately half the ad space and shares
half the cost of production and advertising.
copy
The text portion of an advertisement. From an online perspective,
copy is the general text portion of a web page. Web page copy can
include narrative text and embedded text links. Copy transmits the
bulk of detail information to the user.
copyright
The right to retain or sell the rights to an artistic work, usually
held by the creator of the work.
copyright infringement
When another party besides the copyright owner reproduces a copyrighted
work, in whole or in part, without the copyright owner's permission.
counter
A counter is a statistical marketing tool that counts and displays
the number of hits to a web page. It is usually located toward the bottom
of the page but can be anywhere. Its main purpose is to hold visitors to
a site at that site. For instance, a visitor to a site may be unimpressed
by its simplicity and inclined to leave. Before the visitor leaves, however,
the unusually high number on the counter catches his attention. The visitor
then decides to stay and explore the site because he is curious about what
has attracted all the previous visitors. Upon exploring the site he finds
it useful and returns often.
coupon distribution
Some marketers and retailers are looking to the Internet as a medium
for distributing discount coupons. Several companies are testing online
couponing services. One example is an online site where consumers can choose
from a range of super markets and manufacturer/retailer-sponsored downloadable
coupons.
cross-selling
The process of trying to sell complementary products to a customer
who has already purchased one product, these complementary products can
be from the same company or a different one.
customer satisfaction
A product has exceeded a customer's expectations when customer satisfaction
occurs. A company will need to measure customer satisfaction.
Customer satisfaction will be based on quality goods, quality service,
and value based prices. These expectations should be met and
exceeded to maintain a quality customer. Failure to deliver will
lead to customer dissatisfaction and loss of future customers through networking
and interaction.
cybercash
Cybercash is the technology that allows you to accept credit cards
such as Visa and Mastercard online. Through it, customers are authorized
and approved for payment before fulfillment of the order. This is
especially desirable for "Soft Goods" such as software and online services
that provide "instant access" to a service once payment has been received.
Cybercash eliminates the need for costly credit card approval equipment
and phone lines. Instead, the transfer of funds takes place on the Internet
using advanced encryption technology to ensure a secure transaction.
cybermarketing
This term refers to any type of Internet-based promotion. This includs
Websites, targeted e-mail, Internet bulletin boards, sites where customers
can dial-in and download files, and of course sites that engage in internet
commerce by offering products for sell over the Internet. The term doesn't
have a strict meaning, though, and many marketing managers use it to cover
any computer-based marketing tools, including CD-ROM presentations.
cybermediary
Anyone, an individual or organization, who charges a fee for negotiating
or conducting transactions over the internet without ever taking possession
of the goods or services sold. Prime examples of these cybermediaries
are real estate and insurance brokers doing business over the Internet.
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