ESB v2 Certification Study Set
Behavioral Segmentation - ANS-A technique that divides consumers into segments on the basis
of how they act toward, feel about or use a good or service
Break Even Formula - ANS-To calculate the break-even point in units use the formula:
Break-Even point (units) =Fixed Costs ÷ (Sales price per unit - Variable costs per unit) or in
sales dollars using the formula: Break-Even point (sales dollars) = Fixed Costs ÷ Contribution
Margin.
Business Plan Components - ANS-Executive summary; Product/service plan; Management
team plan; Industry/market analysis; Operational plan; Organizational plan; Marketing plan;
Financial plan;
Growth plan
Business sustainability - ANS-The long-term viability of a business related to its financial results,
social performance, and environmental impact
Collateral - ANS-Something pledged as security for repayment of a loan, to be forfeited in the
event of a default.
Copyright - ANS-Gives someone the exclusive right to publish, produce, sell, or distribute works
of literature, music, art, and software
Corporation - ANS-Business that is legally separate from it's owners and has most of the legal
rights of an actual person.
Demographic Segmentation - ANS-Segmenting markets by age, gender, income, ethnic
background, and family life cycle
Entrepreneur - ANS-A person who starts up and takes on the risk of a business
Fixed Costs - ANS-Costs that remain the same regardless of level of production or services
offered
Front-line employees - ANS-The first people customers encounter from a company or an
organization. A key position because they represent the company.
Geographic Segmentation - ANS-The grouping of consumers on the basis of where they live
Income Statement - ANS-Reports a company's revenues and expenses and resulting net
income or net loss for a specific period of time.
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