Strategy and Segmentation
What are the 4 Ps of marketing?
Product, Price, Place, Promotion
What is an evoked set?
Brands a consumer considers
What does SEO stand for?
Search Engine Optimization
What is brand equity?
Value based on consumer perception
This skincare trend on TikTok has been criticized for promoting overly complex routines, especially among younger audiences.
What is “Sephora kids” skincare culture?
What is psychographic segmentation?
Segmenting based on lifestyle, values, personality
What is cognitive dissonance?
Post-purchase doubt
What is conversion rate?
% of users completing desired action
What is brand differentiation?
Standing out from competitors
This athleisure brand has faced criticism for pricing and exclusivity despite its heavy influencer marketing presence.
What is Lululemon?
What is a value proposition in one sentence?
A clear statement of the benefit a product provides and why it’s better
What is the difference between high vs low involvement decisions?
High = more risk/research; Low = routine decisions
What is A/B testing used for?
Comparing versions to optimize performance
What is a brand extension?
Using an existing brand to launch new products
This Utah-based influencer group went viral on TikTok for “MomTok,” then faced massive backlash after a swinging scandal exposed relationship drama.
What is the Mormon Wives / MomTok scandal?
(Accept: Secret Lives of Mormon Wives)
What is the difference between differentiated and concentrated targeting?
Differentiated = multiple segments; Concentrated = one niche segment
What is confirmation bias in marketing context?
Consumers favor info that supports existing beliefs
What is retargeting (remarketing)?
Ads shown to users who previously interacted
What is brand dilution?
Weakening of brand due to overextension
This global pop star faced ongoing criticism for excessive private jet usage, with social media users tracking her flights and debating environmental responsibility.
Who is Taylor Swift?
What is a positioning statement (core components)?
Target, category, benefit, reason to believe
What is the difference between attitude and behavior?
Attitude = feelings/beliefs; Behavior = actions
What is the difference between CTR and conversion rate?
CTR = clicks; Conversion = completed actions
What is perceptual mapping used for?
Visualizing brand positioning vs competitors
This situation involving multiple celebrities highlighted the growing role of this _____ , as audiences formed strong opinions despite not knowing those involved personally.
What are parasocial relationships?