Hailey McNeely Lesson 3 Vocab Words

Question 1

define behavioral segmentation

Answer 1

divides consumers according to behavior patterns as they interact with a company

Question 2

define benchmarking

Answer 2

• a process of measuring the performance of a company’s products, services, or processes against those of another business considered to be the best in the industry

Question 3

define brand butler

Answer 3

as brands that focus on assisting consumers to make the most of their lives, as opposed to the traditional branding model of selling consumers a lifestyle or identity

Question 4

define brandjacking

Answer 4

• an activity whereby someone acquires or otherwise assumes the online identity of another entity for the purposes of acquiring that person’s or business’s brand equity.

Question 5

define demographic segmentation

Answer 5

divides the market into smaller categories based on demographic factors, such as age, gender, and income. Instead of reaching an entire market, a brand uses this method to focus resources into a defined group within that market.

Question 6

define elevator pitch

Answer 6

a brief, persuasive speech that you use to spark interest in what your organization does

Question 7

define geographic segmentation

Answer 7

a marketing strategy that presents potential customers with targeted messaging based on their geographic location

Question 8

define persona

Answer 8

• a fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data, across the company in a usable and effective manner.

Question 9

define Positioning

Answer 9

a strategic exercise we use to establish the image of a brand or product in a consumer’s mind

Question 10

define profile placeholder

Answer 10

Something used or included temporarily or as a substitute for something that is not known or must remain generic; that which holds, denotes or reserves a place for something to come later.

Question 11

define psychographic segmentation

Answer 11

a method used to group prospective, current or previous customers by their shared personality traits, beliefs, values, attitudes, interests, and lifestyles and other factors

Question 12

define return on engagement

Answer 12

simply the payback you may expect on your investment in connecting through new media outlets

Question 13

define share of conversation

Answer 13

• it is the percentage of mentions the particular brand receives in relation to the broader conversation.

Question 14

define social media audit

Answer 14

a series of steps taken to evaluate and optimize a business’s social media profiles and strategies

Question 15

define SWOT analysis

Answer 15

is a framework used to evaluate a company’s competitive position and to develop strategic planning.

Question 16

define target audience

Answer 16

• is a group of people defined by certain demographics and behavior