| A | B |
|---|
| image | the way something is viewed |
| position | Image or impression of a business or organization that consumers have in their minds |
| promotion | A marketing function needed to communicate information about goods, services, images, and/or ideas to achieve a desired outcome |
| Institutional promotion | a type of promotion that aims to create a certain image in the eyes of customers |
| secondary product promotion | a kind of product promotion intended to stimulate demand for a particular brand of product |
| Primary product promotion | a type of product promotion intended to stimulate demand for an entire class of goods and service. |
| Product promotion | A type of promotion that aims to persuade customers to buy a good or service |
| Public-relations promotion | a type of institutional promotion created to deal with controversial public issues that are related to a company or its products |
| Public-service promotion | a type of institutional promotion that informs customers about nonconversial issues that are in the publics interest |
| patronage promotion | A type of institutional promotion designed to promote a firm’s features or prestige |
