| A | B |
|---|
| marketing strategy | specifies the way marketing activities are planned and coordinated to achieve an organization's goals |
| brand | a unique name, symbol, or design that identifies a product, service, or company |
| image | a unique, memorable quality of a brand |
| guarantee | a general promise or assurance of quality |
| warranty | a specific written statement of the seller's responsibilities related to the guarantee |
| product life cycle | identifies the stages a product goes through from the time it enters the market until it is no longer sold |
| staple goods | products that are regular, routine purchases |
| impulse goods | items purchased on the spur of the moment without advance planning |
| emergency goods | products or services purchased as a result of an urgent need |
| price-based goods | products that consumers believe are similar but have significant price differences |
| specialty goods | products that have a strong brand loyalty |
| unsought goods | products that consumers do not want to buy |
| marketing plan | a clear written description of the marketing strategies of a business and the way the business will operate to accomplish each strategy |
| market analysis | identifies a business's strengths and weaknesses and the opportunities and threats it faces |
| mission statement | identifies the nature of the business or the reasons the business exists |
| positioning statement | a specific description of the unique qualities of the marketing mix that make it different from the competition and satisfying to the target market |
