Chapter 11

Keyword Optimization

selection of words that describe a website ad that results in the site being displayed toward the beginning of a search engine's listing for that term

wholesaler

someone who buys large quantities of goods and resells to merchants rather than to the ultimate customers

Guerilla Marketing

the use of creative and relatively inexpensive ways to reach your customer; door-knob hangers, flyers under wipers, tshirts, balloons, messages written on sidewalks

Sponsored Link

form of paid advertising that gets your company's Web site at the top of search list

traffic generators

other businesses that bring customers( generate traffic) to the area

e-tailer

an electronic retailer; a store that exists only on the internet.

contract manufacturing

an existing firm with the correct manufacturing capabilities makes your product for you.

Direct Response Advertising

any form of advertising done in direct marketing. uses all types of media: direct mail, TV, magazines, newspapers, radio.

Indirect Exporting

Exporting using middlemen such as agents, export management companies, or export trading companies

Direct Exporting

Exporting using no middleman

Freight Forwarders

Firms specializing in arranging international shipments, packaging, transportation, and paperwork

Documentary Draft

A draft to which documents are attached before the transaction can be completed.

Direct Sales

Methods of going directly to your customer in order to sell your product. Vending machines, door to door sales, leasing space as craft fair, and most industrial sales

Multichannel Marketing

The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online.

fulfillment center

a company that will warehouse your products and fill your customers' orders for you.

letter of credit

a document issued by a bank that guarantees the payment of a customer's draft

Search engine optimization

a general approach to website design intended to result in the site being displayed toward the beginning of a search engine's (e.g. Google, Yahoo!, etc.) listing for that term.

Electronic malls

a group of companies-usually with a common target market-selling via the internet through a specific site

agent

a middleman business which represents a manufacturer's product or service to other business to business middleman firms

Retailer

a middleman that buys from producers or other middlemen and sells to consumers

born international

a new firm that opens a web site immediately, thus being exposed to customers from around the world.

Sheltered Workshop

a non-profit organization or institution that provides business services by using handicapped or rehabilitated workers.

Middleman

a trader who buys goods from producers and sells them to other traders and consumers