Chapter 3 Flashcards
Crowd-Source
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.
Customer Relationship Management
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.
Branding
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.
Demographics
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.
Design Thinking
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.
Hospitality Event
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.
Marketing Distibution Channel
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.
Multi-tiered Promotion
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
Premium Gifts
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.
Press Conference
Event held to communicate information to media representatives.
Press Release
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
Promotional Products
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.
Psychographics
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.
Sponsor Prospectus
Sponsor benefit packages
Includes information that will help the sponsor make a decision.
SWOT Analysis
A structured planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business venture.
Value Proposition
(In marketing) an innovation, service, or feature intended to make a company or product attractive to customers.
Copyright
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.
Data Segmentation
The isolation and analysis of certain pockets of data in order to draw specific conclusions.
Direct Competition
Competition among suppliers who offer identical goods and services.
Focus Group
Method of doing research using a small group led by a facilitator.
Hashtag
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.
Indirect Competition
Competition among suppliers of different types of products that satisfy the same needs.
Ie - Drive vs HALO
Infographic
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.
In-Kind Donation
Tangible (often consumable) items donated a cause and separated from financial contributions.
Integrated Marketing
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.
Intellectual Property
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.
JPEG (.jpg)
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.
Market Segment
Categorization of people, organizations or businesses by professional discipline or primary areas of interest for the purposes of sales analysis or assignment.
Market Share
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)
Marketing
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.
Marketing Mix
A combination of approaches to market a specific meeting, product or service to the target audience.
Marketing Plan
Product-specific, market-specific or company-wide plan that describes activities involved in achieving specific marketing objectives within a set time frame.
Press Kit
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.
Pressroom
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.
Search Engine Optimization
Improving a website’s presence in organic search engine results.
Sponsor
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.
Sponsorship
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.
Target Market
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.
Teaser
Promotional piece designed to build interest in an event.
Touchpoint
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.
Audience Reaction Team
4 or 5 attendees query the main speaker from the stage with questions from the audience and follow-up questions.
BarCamp
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.
Breakout/Concurrent Sessions
These sessions typically include a speaker or facilitator and provide in-depth discussion on a focused topic.
Buzz Session
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.
Colloquium
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
Debate
Two teams are composed of two or three people each arguing the opposite sides of an issue.
Fishbowl
An interchange between an inner circle debating an issue and an outer circle of observers. Individuals occasionally move from one circle to the other.
Keynote Session
Designed to bring everyone together and may include a high-profile speaker or panel discussion.
Interview
A moderator on behalf of the audience, asks the presenter questions.
Open Space Technology
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.
Pechakucha
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.
Seminar
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.
Symposium
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.
Unconference
This is a participant-led event. The agenda is typically created by attendees on arrival and includes open discussions rather than formal presentations.
Workshop
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.
