Glossary

• A/B testing: A method of comparing two versions of a product or marketing campaign to determine which performs better.
• Brand awareness: The degree to which consumers are familiar with a brand and recognize it when they see it.
• Customer segmentation: The process of dividing a customer base into smaller groups with common characteristics.
• Focus group: A small, representative group of people who participate in a structured discussion about a product or service.
• Market research: The process of gathering, analyzing, and interpreting information about a market, its customers, and the competition.
• Marketing mix: The combination of product, price, promotion, and place (distribution) strategies that a company uses to market its products or services.
• Niche market: A specific, narrow segment of a larger market.
• Target market: The specific group of consumers that a company is trying to reach with its marketing efforts.
• USP (Unique Selling Proposition): The unique benefit or advantage that a company's product or service offers over its competitors.