Lesson 3: Vocabulary for

Question 1

Behavioral Segmentation

Answer 1

the process of dividing the total market into smaller homogeneous groups based on customer buying behavior

Question 2

Benchmarking

Answer 2

the practice of comparing business processes and performance metrics to industry bests and best practices from other companies

Question 3

Brand Butler

Answer 3

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

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

Demographic Segmentation

Answer 5

the process of dividing your market into segments based on things like ethnicity, age, gender, income, religion, family makeup, and education

Question 6

Elevator Pitch

Answer 6

a succinct and persuasive sales pitch.

Question 7

Geographic Segmentation

Answer 7

a type of market segmentation that groups prospective customers based on where they live.

Question 8

Persona

Answer 8

he image or personality that a person presents in public or in a specific setting—as opposed to their true self

Question 9

Positioning

Answer 9

put or arrange (someone or something) in a particular place or way.

Question 10

Profile Placeholder

Answer 10

a person or thing that occupies the position or place of another person or thing The bill would empower the governor to appoint a placeholder to a vacant U.S. Senate seat, to serve through the next general election cycle.

Question 11

Psychographic Segmentation

Answer 11

the market segmentation strategy in which the total market is divided on the basis of psychology, personality of people, characteristics, lifestyle, attitudes etc

Question 12

Return on Engagement (ROE)

Answer 12

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

Question 13

Share of Conversation

Answer 13

hoped to ‘change the way the conversation on human sexuality is happening’ and ‘build bridges’ between the different factions of the Church of England.

Question 14

Social media Audit

Answer 14

the process of reviewing your business’ metrics to assess growth, opportunities and what can be done to improve your social presence

Question 15

SWOT Analysis

Answer 15

a study undertaken by an organization to identify its internal strengths and weaknesses, as well as its external opportunities and threats.

Question 16

Target Audience

Answer 16

a particular group at which a film, book, advertising campaign, etc., is aimed.