Ch9- Developing a Marketing Strategy & Marketing Plan
brand a unique name, symbol, or design that identifies a product, service, or company
emergency goods products or services that are purchased as a result of an urgent need
image a unique, memorable quality of a brand
impulse goods items purchased on the spur of the moment without advance planning
marketing plan a clear written description of the marketing strategies of a business and the way the business will operate to accomplish each strategy
mission the nature of the business or the reasons the business exists
product life cycle identifies the stages a product goes through from the time it enters the market until it is no longer sold
specialty goods products that have a strong brand loyalty
staple goods products that are regular, routine purchases
unsought goods products that consumers do not want to buy