ESA | Week 3 (Marketing) Flashcards
Crowd-Source
the process of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than from traditional employees or suppliers. (Week 3)
Customer Relationship Management
an approach to managing a company’s interactions with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support. (Week 3)
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 consumer has had with the brand, and also the relationship that they have with that brand. (Week 3)
Demographics
Socioeconomic characteristics of a population expressed statistically, such as age, sex, education level, income level, marital status, occupation, religion, birth rate, death rate, average family size, average age at marriage, etc. (Week 3)
Design Thinking
“a discipline that uses the designer’s sensibility and 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 (Week 3)”
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. (Week 3)
Marketing Distribution 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. (Week 3)
Multitiered Promotion
Cross promotional activity whereby 2 organizations advertise to their shared target audience with discounts off both organizations events (Week 3)
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 (Week 3)
Press Conference
Event held to communicate information to media representatives. (Week 3)
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. Also Called NEWS RELEASE. (Week 3)
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 name 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. (Week 3)
Psychographics
Analysis of consumer lifestyles to create a detailed customer profile. Market researchers conduct psychographics research by asking consumers to agree or disagree with statements on activities, interests and opinions. (Week 3)
Sponsor Prospectus
Sponsor benefit package. Includes information that will help the sponsor make a decision (Week 3)
SWOT Analysis
s a structured planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business venture. (Week 3)
Value Proposition
(in marketing) an innovation, service, or feature intended to make a company or product attractive to customers. (Week 3)
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. (Week 3)
Data Segmentation
The isolation and analysis of certain pockets of data in order to draw specific conclusions. (Week 3)
Direct Competition
Competition among suppliers who offer identical goods and services (Week 3)
Focus Group
Method of doing research using a small group led by a facilitator. (Week 3)
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. (Week 3)
Indirect Competition
Competition among suppliers of different types of products that satisfy the same needs. (Week 3)
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 (Week 3)
In-Kind Donation
Tangible (often consumable) items donated to a cause and separated from financial contributions (Week 3)
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. (Week 3)
Intellectual Property
The ownership of intangible and non-physical goods, which include ideas, names, designs, symbols, artwork, writing and other creations; also refers to digital media, e.g., audio and video clips, that can be downloaded online (Week 3)
JPEG (.jpg)
Joint Photographic Experts Group. A graphic file format that has a sophisticated technique for compressing full-color bitmapped graphics, such as photographs. JPEG is most commonly mentioned as a format for image files. (Week 3)
Market Segment
Categorization of people, organizations or businesses by professional discipline or primary areas of interest for the purposes of sales analysis or assignment. (Week 3)
Market Share
The percentage of the total sales (from all sources) of a service or product represented by the sales made by an enterprise. i.e. sales divided by total sales. (Week 3)
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 (Week 3)
Marketing Mix
A combination of approaches to market a specific meeting, product or service to the target audience (Week 3)
Marketing Plan
Product-specific, market-specific or company-wide plan that describes activities involved in achieving specific marketing objectives within a set time frame. (Week 3)
