Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

374 BUSINESS-TO-BUSINESS INTERNET MARKETING
Sticky sites. Web sites that use techniques to get visitors to “stick,” or
stay on the site and return to the site; these techniques may include
free e-mail and incentive offers.
Streaming. Generally refers to sending audio or video across the
Internet. See also RealAudio; RealVideo.
Surfing. Reviewing Web sites or moving through Web pages.
Suspect. A potential prospect.
Targeting. The most common direct marketing practice; the practice
of identifying an audience or audience segment, developing an offer
for that audience, and promoting it through creativity that is appropriate
for that audience.
TCP/IP. Transmission Control Protocol/Internet Protocol. The suite
of communications protocols used to connect hosts on the Internet.
TCP/IP uses several protocols, the two main ones being TCP and IP.
TCP/IP is built into the UNIX operating system and is used by the
Internet, making it the de facto standard for transmitting data over
networks. Even network operating systems that have their own protocols,
such as Netware, also support TCP/IP.
Telemarketing, telesales. Telemarketing refers to inbound or outbound
prospect or customer contact via telephone with the objective of
promotion or qualification. Telesales is the same process but with
the objective of selling a product or service.
Universe. The total number of individuals who conceivably could be
reached with a specific direct marketing campaign.
UNIX (Pronounced “yoo-niks”). A popular multi-user, multitasking
operating system developed at Bell Labs in the early 1970s. Created
by just a handful of programmers, UNIX was designed to be a small,
flexible system used exclusively by programmers. Although it has
matured considerably over the years, UNIX still betrays its origins
by its cryptic command names and its general lack of user-friendliness.
This is changing, however, with graphical user interfaces such
as MOTIF.
Upload. The process of sending a file from a computer to a server or
another computer. See also FTP.
URL. Uniform Resource Locator. An Internet location, most often a
Web address.
Usenet. An Internet-related network that includes e-mail and
newsgroups.
VAR. Value-Added Reseller.