| A | B |
|---|
| marketing objectives | what a business wants to accomplish with its marketing effort |
| marketing plan | a plan for a business to reach the marketing objectives through the four main strategies of product, place, price, and promotion |
| marketing mix | the particular combination of product, price, place, and promotion strategies that you use to reach your target market |
| brand | name, symbol, or design used to identify a product |
| package | the physical container or wrapper that holds it |
| label | the part of the package used to present information |
| product positioning | how consumers see a product in terms of quality, availability, pricing, and uses |
| product mix | all the products a company makes or sells |
| channel of distribution | the path a product takes from producer (or manufacturer) to final user (or consumer) |
| intensive distribution | placement of a product in all suitable sales outlets |
| selective distribution | placement of a product in a limited numer of sales outlets in an area |
| exclusive distribution | placement of a product in a limited number of outlets to one per area |
| intermediaries | peoples or businesses that move products between producers and final users |
| private brand | products packaged with the retailer's rather than the manufacturer's name on them |
| guarantee | an assurance of the quality of a product |
| diversification | a method of expansion in which a company invests in products or other businesses that are different from the products it sell or the type of business itself |
