Library > Marketing Vocabulary

Question 1

What is micro-moments?

Answer 1

As Google defines it is intent-rich moments when a customer wants to learn, go, do or buy.

Question 2

What is an insight?

Answer 2

An insight is an understanding of the customer’s mindset, such as their needs, objectives, perceptions, or motivations.

Question 3

What is a buyer persona?

Answer 3

A buyer persona is a research-based representation of your customer.

It includes demographics, such as age, gender, or geography, and it includes attitudes, behaviors, and motivations. A buyer persona describes who the customer is, their goals, their concerns, and how they think. It includes the decision criteria you need to address to win their business, such as how they receive information, how they weigh and evaluate different options, and when and where they decide to buy.

Question 4

What are the customer touchpoints?

Answer 4

Customer touchpoints are your brand’s points of customer contact, from start to finish.

A touchpoint is the intersection of a customer’s actions within a specific tool or resource. Touchpoints need a customer to engage through them on behalf of some goal to become an actual experience.

Question 5

What is Lead Generation?

Answer 5

Lead Generation, or Lead Gen, is a great way to attract people to your business. It’s getting a customer interested in the products or services your business has to offer. Lead Gen is about identifying and managing prospects throughout all stages of their decision journey, from unqualified leads to satisfied repeat customers, to advocates. Lead Gen has changed a lot over the years.

Question 6

What is Compelling Offer?

Answer 6

A compelling offer, basically, depends on the value your customer’s looking for. It’s subjective, in a way. Your idea of compelling may be way different than someone else’s.

Question 7

What is a DataBase?

Answer 7

A database is a collection of information that can be accessed, managed, and updated.

Question 8

What is Lead Scoring?

Answer 8

This is identifying when a lead is ready to buy and assigning a value to that lead based on their information and behavior on your website.

Question 9

What is a Medium is Content Marketing?

Answer 9

A medium is pipe over which the message passes, not the environment in which the audience receives it.

Question 10

What is a Brand.

Answer 10

A brand differentiates a product or service from competition by creating an impression in people’s minds and expectations.

Question 11

What is Marketing.

Answer 11

Marketing is when a company creates, communicates, and delivers messages to influence target audiences to think or behave in a desired way.

Question 12

Integration (Brand and Marketing)

Answer 12

Integration in the context of this course is aligning all branded marketing across internal and external stakeholders and touchpoints.

Question 13

How AMA Defines Brand?

Answer 13

The American Marketing Association defines a brand as a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

Question 14

What is a Logo in relation to Brand?

Answer 14

A logo is a visual that identifies the brand.

Question 15

Whats is Creative Brief?

Answer 15

The creative brief is a communications tool to help manage design processes efficiently. You can use this to communicate your wants, needs, and expectations.

Question 16

What is the Style Guide?

Answer 16

A style guide is a document that communicates directions to any creative professional or marketer using your logo.

Question 17

What is Brand (advanced).

Answer 17

A brand is an emotional experience. It’s a person’s perceptions about your product, service, or company. Branding is about embedding what makes you unique in the mind of others. When a loyal customer recalls your brand, it’s tied to a feeling in their mind.

Question 18

Branding.

Answer 18

A brand is an emotional experience. It’s a person’s perceptions about your product, service, or company. Branding is about embedding what makes you unique in the mind of others. When a loyal customer recalls your brand, it’s tied to a feeling in their mind.

Question 19

Points of Parity.

Answer 19

These are any associations that aren’t unique to your brand but shared among all brands in the space. Batteries, screens, and cameras are not unique to iPhones. All smartphones have those. It’s a point of parity at the category level.

Question 20

Personal Branding.

Answer 20

A personal brand is the sum total of all experiences people have when they engage with you. Think of personal branding as education management. Helping people understand who you are, what you do, and whom you serve.

Question 21

Authenticity in personal branding.

Answer 21

Authenticity in personal branding means being mindful about the way you show up.

Question 22

Marketing.

Answer 22

It’s the process by which you acquire and retain customers: that simple.

Question 23

Marketing segmentation.

Answer 23

The process of finding and knowing your customer is accomplished through marketing segmentation.

Question 24

Value Proposition.

Answer 24

Your value proposition is all about how your business is different from every other company that says they do the same thing.

Question 25

Brand Strategy.

Answer 25

Your brand strategy is how you execute the main message you want to convey.

Question 26

Creative.

Answer 26

Any materials you create to advertise or promote your brand.

Question 27

What is a growth system?

Answer 27

Essentially, it is a very systematic approach to building out the channels and the tactics that allow you to grow your business.

Question 28

Growth Optimisation Key

Answer 28

It’s the primary focus of all of your growth. We could argue in your business that there are blends and different types of ways to go, but the five that I have discovered are profit, lifestyle, legacy, momentum, and authority.

Question 29

Value.

Answer 29

By value I mean the motivation a consumer would have for wanting the product.

Question 30

P4 - Pricing - Cost.

Answer 30

The cost of the product is all the direct and indirect expenses that you experience as the manufacturer to make the product. Things like raw materials and labor, for example.

Question 31

P4 - Pricing - Price.

Answer 31

Price is what a consumer has to pay to acquire the product. A price is a signal, a piece of information. About what, you might ask. About the value.

Question 32

P4 - Pricing - Value.

Answer 32

Value is what the consumer gets out of the product, the collective set of benefits delivered by the product.

Question 33

Value-based pricing.

Answer 33

Value-based pricing, then, is the process of calculating the total delivered value from using the product, then setting the price at or just below that amount.

Question 34

Brake-even Analysis.

Answer 34

It allows you to estimate how many units of a product you need to sell in order to break even, assuming a given price and cost structure for the product.

Question 35

Customer Lifetime Value.

Answer 35

CLV is the formula that helps the marketing manager arrive at the dollar value associated with the long term relationship with any given customer. It tells you just how much a customer relationship is worth over a period of time.

Question 36

Retention

Answer 36

Retention is the act of keeping your current customers loyal.

Question 37

Growth Hacking - Core Influencer

Answer 37

An influencer is someone who has the opportunity to convince others to become customers of your product.

Question 38

Incentivizing?

Answer 38

The entire idea of incentivizing is to leverage the social circle of a user. You’re making a trade with them and the trade has to be valuable enough to the user so that they’re willing to give up access to their preexisting network.

Question 39

Consumer behavior is defined as

Answer 39

The study of individuals, groups, or organizations, and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas, to satisfy needs, and the impacts that these processes have on the consumer and society.

Question 40

What exactly is a consumer?

Answer 40

Anyone who has the potential to buy something.

Question 41

Personality.

Answer 41

Personality is the collection of individual traits and characteristics that make each of us unique.