Chapter 3

Question 1

Crowd-Source

Answer 1

The process of obtaining needed services, ideas or content by solicitating contributions from a large group of people and especially from an online community, rather than from traditional employees or suppliers.

Question 2

Customer Relationship Management

Answer 2

An approach to managing a company’s interactions with current & future customers. It often involves using technology to organize, automate and sychronize sales, marketing, customer service and technical support.

Question 3

Branding

Answer 3

How that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the customer has had with the brand & also relationship with the brand.

Question 4

Demographics

Answer 4

Socioeconomic characteristics of a population expressed statistically, such as age, sex, education level, income level, martial status, occupation, religion, birth rate, death rate, average family size, average age at marriage, etc.

Question 5

Design Thinking

Answer 5

A discipline that uses the designer’s sensibility & methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.

A process that uses sensibility & methods to match people’s needs with what is feasible to create a business strategy that has customer value and market opportunity.

Question 6

Hospitality Event

Answer 6

Other events or attractions that fall outside of the meeting’s formal program and will be coordinated to entertain guests. Time may be left open intentionally on the agenda so that suppliers, vendors and sponsors can host guests.

Question 7

Marketing Distibution Channel

Answer 7

Refers to how a business gets its products to the customers. Also used when referring to the activities necessary to transfer the ownership of goods from the point of production to the point of consumption. The ways in which products are advertised.

Question 8

Multi-tiered Promotion

Answer 8

Cross promotional activity whereby 2 organizations advertise to their shared target audience with discounts off both organizations events.

Ie - See’s Candy and PC at Berkshire

Question 9

Premium Gifts

Answer 9

A category of promotional product that is frequently purchased for VIP participants, committee members or leadership. They tend to be high-end products and are primarily categorized as executive products.

Question 10

Press Conference

Answer 10

Event held to communicate information to media representatives.

Question 11

Press Release

Answer 11

1) A prepared statement released to the news media

2) An article intended for use by the media about a company, product, service, individual, or show.

*News release

Question 12

Promotional Products

Answer 12

Item such as a bag, calendar, cap, clock, diary, pen, etc. given away to current or prospective customer. These items usually carry the home and address of the firm, as well as information on the products and services, and serve as reminders. Also called advertising novelty or advertising specialty.

Question 13

Psychographics

Answer 13

Study of PERSONALITY - values, attitudes, interests, lifestyles, etc.

Analysis of consumer lifestyles to create a detailed customer profile. Market researches conduct psychographics research by asking consumers to agree or disagree with statements on activities, interests and opinions.

Question 14

Sponsor Prospectus

Answer 14

Sponsor benefit packages

Includes information that will help the sponsor make a decision.

Question 15

SWOT Analysis

Answer 15

A structured planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business venture.

Question 16

Value Proposition

Answer 16

(In marketing) an innovation, service, or feature intended to make a company or product attractive to customers.

Question 17

Copyright

Answer 17

Laws that allow for the ownership of intellectual property (such as writings, art, music) copy-written material cannot be used without the owner’s permission or the payment of royalty fees.

Question 18

Data Segmentation

Answer 18

The isolation and analysis of certain pockets of data in order to draw specific conclusions.

Question 19

Direct Competition

Answer 19

Competition among suppliers who offer identical goods and services.

Question 20

Focus Group

Answer 20

Method of doing research using a small group led by a facilitator.

Question 21

Hashtag

Answer 21

A word or phrase preceded by a hash mark (#) and used within a message to identify a keyword or topic of interest and facilitate a search for it. It is used on social media websites.

Question 22

Indirect Competition

Answer 22

Competition among suppliers of different types of products that satisfy the same needs.

Ie - Drive vs HALO

Question 23

Infographic

Answer 23

An umbrella term used for illustrations and charts that instruct people in ways that would be difficult or impossible to accomplish in a text only communication.

Question 24

In-Kind Donation

Answer 24

Tangible (often consumable) items donated a cause and separated from financial contributions.

Question 25

Integrated Marketing

Answer 25

Marketing activities with a common focus on the marketplace or a customer segment. The execution of each individual piece of the integrated marketing plan is consistent with and supportive of each of the other pieces of the plan.

Question 26

Intellectual Property

Answer 26

The ownership of intangible and non-physical goods, which includes ideas, names, designs, symbols, artwork, writing and other creations; also refers to digital media, eg audio and video clips, that can be downloaded online.

Question 27

JPEG (.jpg)

Answer 27

Joint photographic experts group. A graphic file format that has a sophisticated technique for compressing full-color bitmapped graphics, such as a photographs. JPEG is most commonly mentioned as a format for image files.

Question 28

Market Segment

Answer 28

Categorization of people, organizations or businesses by professional discipline or primary areas of interest for the purposes of sales analysis or assignment.

Question 29

Market Share

Answer 29

The percentage of the total sales (from all sources) of a service or a product represented by the sales made by an enterprise.

Ie - sales divided by total sales (sales/total sales)

Question 30

Marketing

Answer 30

The activity set of institutions and processes for creating, communication, delivering and exchanging offerings that have value for customers, clients, partners and society at large.

Question 31

Marketing Mix

Answer 31

A combination of approaches to market a specific meeting, product or service to the target audience.

Question 32

Marketing Plan

Answer 32

Product-specific, market-specific or company-wide plan that describes activities involved in achieving specific marketing objectives within a set time frame.

Question 33

Press Kit

Answer 33

A collection of publicity items that includes:

1) Pertinent data on the meeting, such as an agenda, historical data, guest speakers, special events; the meeting property, such as descriptions of public space, etc.

2) Information relative to a sponsor or exhibitor’s products or services.

Question 34

Pressroom

Answer 34

A room where members of the media may obtain exhibitor press kits, conduct interviews, or relax. Larger press rooms offer computers, internet access and office equipment for use by the press in filing their stories.

Question 35

Search Engine Optimization

Answer 35

Improving a website’s presence in organic search engine results.

Question 36

Sponsor

Answer 36

1) Person(s) or company’s underwriting all or part of the costs of an event. Sponsors may or may not participate in any of the profit from the event. (FedEX)

2) An individual who assumed all or part of the financial responsibility for an event. (Pampered Chef)

3) A commercial sponsor that provides financial backing for an event, and who in return, receives recognition, advertising, registrations, other benefits.

Question 37

Sponsorship

Answer 37

1) Donated financial or material support, usually in exchange for recognition.

2) Paid opportunity for entity or an exhibitor to increase its visibility at the event.

Question 38

Target Market

Answer 38

A group of customers towards which a business has decided to aim its marketing efforts & ultimately its merchandise. A well-defined target market is the first element to a marketing strategy.

Question 39

Teaser

Answer 39

Promotional piece designed to build interest in an event.

Question 40

Touchpoint

Answer 40

Any point of contact between the meeting organizer & potential attendee from a marketing perspective, it is used to keep a product or meeting in front of audience.

Question 41

Audience Reaction Team

Answer 41

4 or 5 attendees query the main speaker from the stage with questions from the audience and follow-up questions.

Question 42

BarCamp

Answer 42

These are participant led conferences where everyone who attends contributes a demonstration or session or otherwise volunteers in a way to contribute to the event.

Question 43

Breakout/Concurrent Sessions

Answer 43

These sessions typically include a speaker or facilitator and provide in-depth discussion on a focused topic.

Question 44

Buzz Session

Answer 44

A method to increase audience participation by dividing attendees into discussion groups, each of which reports the group’s finding and opinions during a following plenary session.

Question 45

Colloquium

Answer 45

An informal meeting for the purpose of discussion, usually of an academic or research nature, to ascertain areas of mutual interest through exchange of ideas. Generally conducted when deemed convenient and useful, with little regularity

Question 46

Debate

Answer 46

Two teams are composed of two or three people each arguing the opposite sides of an issue.

Question 47

Fishbowl

Answer 47

An interchange between an inner circle debating an issue and an outer circle of observers. Individuals occasionally move from one circle to the other.

Question 48

Keynote Session

Answer 48

Designed to bring everyone together and may include a high-profile speaker or panel discussion.

Question 49

Interview

Answer 49

A moderator on behalf of the audience, asks the presenter questions.

Question 50

Open Space Technology

Answer 50

This is an approach to hosting meetings where the agenda is determined on arrival by the participants. A facilitator helps the participants organize parallel working sessions along the event theme.

Question 51

Pechakucha

Answer 51

This design format originated in Japan & refers to sessions that include a series of short presentations of 20 slides lasting 20 seconds each. Other similar formats include “ignite presentations” of 20 slides lasing 15 seconds each.

Question 52

Seminar

Answer 52

A lecture and/or dialogue, usually involving a small group of attendees (usually 10-50ppl) - led by a specialist who meet to share observations or experiences on a particular subject.

Question 53

Symposium

Answer 53

A meeting of experts in a particular field at which papers are presented and discussed by specialists on particular subjects with a view to making recommendations concerning problems under discussion.

Question 54

Unconference

Answer 54

This is a participant-led event. The agenda is typically created by attendees on arrival and includes open discussions rather than formal presentations.

Question 55

Workshop

Answer 55

An intense, often hands-on learning experience in which a limited number of attendees participate directly in learning a new skill or tracking an issue.