Behavioral The way customers go through their decision making and buying processes,
including attitudes towards the brand, the way they use it, and their knowledge
base
What is marketing? The set of institutions and processes for creating, communicating, delivering, and
exchanging offers that have value for customers, clients, partners, and society
Marketing Coordinator Entry-level marketing position responsible for planning, executing, and managing
a variety of functions to deliver value to the customer and the organization (1-3
years).
Marketing Director Mid-level marketing position responsible for planning, executing, and managing a
variety of functions to deliver value to the customer and the organization, with 7-
10 years of experience
Vice President Senior-level marketing position responsible for planning, executing, and
managing a variety of functions to deliver value to the customer and the
organization, with 11-15 years of experience
Chief Marketing Officer Top-level marketing position responsible for planning, executing, and managing a
variety of functions to deliver value to the customer and the organization, with 20+
years of experience
Who is responsible for ROI? (return on investments) Chief marketing officer
What is the traditional marketing mix? Product, price, place, promotion
What is the expanded marketing mix? Product, price, place, promotion people,process, physical evidence
Strategy Represents what the company intends to do
Execution Represents how the company intends to do it
Prospects Potential customers who haven't bought from the company yet
Customers People who have bought from the company
Positioning The culmination of the products, services, and experiences that a brand provides
to convey value and meet customer wants, needs, and expectations
Conflict Occurs when different companies or competitors have conflicting goals
Buyer's Journey The process a buyer goes through from recognizing a need or opportunity to
making a purchase decision and evaluating the post-purchase experience
Brand An identifiable and differentiated product, service, person, movement, etc.
Brand promise What a brand promises to deliver to a customer
, Brand awareness Awareness of the existence of a brand
Brand positioning The unique place the brand occupies in the consumer's mind, linked to benefits
received
Brand relevance Occurs when there is only one relevant choice, making all other brands irrelevant
Brand purpose The reason the brand exists, goes beyond just selling
Brand storytelling Expressing the mission, vision, values, and passion of a brand through a narrative
that draws in the audience
Brand differentiation How a brand or brand family is delineated, including line extension, brand
extension, flanker brands, down market and up market extensions, co-branding,
etc.
Brand experience The totality and quality of the interactions and engagements a customer has with a
company, informing their perception and opinion of the brand
Purchase decision Factors influencing a customer's decision to purchase a product or service,
including loyalty and rewards, ordering ease and convenience, user experience,
interaction, transparency, and purpose
Demographics Variables such as age, gender, education level, family size, occupation, income,
etc.
Psychographics Intrinsic traits of a target customer, such as values, personalities, interests,
attitudes, conscious and subconscious motivators, lifestyles, and opinions
Lifestyle The way a person lives and behaves, including their activities, interests, and
opinions
AIO Activity, interest, and opinion - factors used in psychographic segmentation
Buying process The process a business goes through when making a purchase, including the
buying center, influencers, decision makers, buyers, and gatekeepers
Persona A semi-fictional representation of an ideal customer
What is Ingredient branding? a Brand features Another brand in its product
Why do we buy? Functional, habitual, cost, emotional, social, self expressive benefits
What is an upmarket extension? Involves introducing a brand at a higher price point
What is equal pay cobranding? Both brands are featured prominently
What is sponsorship branding? Two or more brands sponsor an event such as sports for shared exposure and
goodwill
including attitudes towards the brand, the way they use it, and their knowledge
base
What is marketing? The set of institutions and processes for creating, communicating, delivering, and
exchanging offers that have value for customers, clients, partners, and society
Marketing Coordinator Entry-level marketing position responsible for planning, executing, and managing
a variety of functions to deliver value to the customer and the organization (1-3
years).
Marketing Director Mid-level marketing position responsible for planning, executing, and managing a
variety of functions to deliver value to the customer and the organization, with 7-
10 years of experience
Vice President Senior-level marketing position responsible for planning, executing, and
managing a variety of functions to deliver value to the customer and the
organization, with 11-15 years of experience
Chief Marketing Officer Top-level marketing position responsible for planning, executing, and managing a
variety of functions to deliver value to the customer and the organization, with 20+
years of experience
Who is responsible for ROI? (return on investments) Chief marketing officer
What is the traditional marketing mix? Product, price, place, promotion
What is the expanded marketing mix? Product, price, place, promotion people,process, physical evidence
Strategy Represents what the company intends to do
Execution Represents how the company intends to do it
Prospects Potential customers who haven't bought from the company yet
Customers People who have bought from the company
Positioning The culmination of the products, services, and experiences that a brand provides
to convey value and meet customer wants, needs, and expectations
Conflict Occurs when different companies or competitors have conflicting goals
Buyer's Journey The process a buyer goes through from recognizing a need or opportunity to
making a purchase decision and evaluating the post-purchase experience
Brand An identifiable and differentiated product, service, person, movement, etc.
Brand promise What a brand promises to deliver to a customer
, Brand awareness Awareness of the existence of a brand
Brand positioning The unique place the brand occupies in the consumer's mind, linked to benefits
received
Brand relevance Occurs when there is only one relevant choice, making all other brands irrelevant
Brand purpose The reason the brand exists, goes beyond just selling
Brand storytelling Expressing the mission, vision, values, and passion of a brand through a narrative
that draws in the audience
Brand differentiation How a brand or brand family is delineated, including line extension, brand
extension, flanker brands, down market and up market extensions, co-branding,
etc.
Brand experience The totality and quality of the interactions and engagements a customer has with a
company, informing their perception and opinion of the brand
Purchase decision Factors influencing a customer's decision to purchase a product or service,
including loyalty and rewards, ordering ease and convenience, user experience,
interaction, transparency, and purpose
Demographics Variables such as age, gender, education level, family size, occupation, income,
etc.
Psychographics Intrinsic traits of a target customer, such as values, personalities, interests,
attitudes, conscious and subconscious motivators, lifestyles, and opinions
Lifestyle The way a person lives and behaves, including their activities, interests, and
opinions
AIO Activity, interest, and opinion - factors used in psychographic segmentation
Buying process The process a business goes through when making a purchase, including the
buying center, influencers, decision makers, buyers, and gatekeepers
Persona A semi-fictional representation of an ideal customer
What is Ingredient branding? a Brand features Another brand in its product
Why do we buy? Functional, habitual, cost, emotional, social, self expressive benefits
What is an upmarket extension? Involves introducing a brand at a higher price point
What is equal pay cobranding? Both brands are featured prominently
What is sponsorship branding? Two or more brands sponsor an event such as sports for shared exposure and
goodwill
