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📚 Key vocabulary
brand equity — the commercial value derived from consumer perception of a brand name rather than the product itself
market segmentation — dividing a broad market into subgroups of consumers with common needs or characteristics
conversion rate — the percentage of website visitors or leads who complete a desired action, such as making a purchase
customer acquisition cost (CAC) — the total cost of winning a new customer, including marketing and sales expenses
return on investment (ROI) — a measure of the profitability of an investment, calculated as net profit divided by cost
lead generation — the process of attracting and capturing interest from potential customers for a business's products or services
value proposition — a clear statement explaining how a product solves a customer problem and why it is better than alternatives
positioning — the process of establishing how a brand or product occupies a distinct place in the minds of target customers
B2B (business-to-business) — commercial transactions conducted between two businesses, rather than between a business and a consumer
B2C (business-to-consumer) — commercial transactions where a business sells products or services directly to individual consumers