ESB-Domain 2 Vocabulary

Front

The level of familiarity one has with a brand.

Back

Brand Recognition

Front

The amount of money charged for goods or services.

Back

Price

Front

First-hand research like surveys, interviews, and statistical data.

Back

Primary Data

Front

Data that may contain personal bias like company newsletters and academic journals.

Back

Secondary Data

Front

A planning tool used to document a company's strengths, weaknesses, opportunities, and threats.

Back

SWOT Analysis

Front

The group of customers a company chooses to market its products and services.

Back

Target Market

Front

A form of communication between businesses and customers which relays a message promoting services and/or goods.

Back

Marketing

Front

A written plan that outlines a company's marketing strategies.

Back

Marketing Plan

Front

Cost incurred by a business.

Back

Acquisition Costs

Front

The total cost of acquiring a new customer.

Back

Customer Acquisition Cost