Ch9- Developing a Marketing Strategy & Marketing Plan
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| 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 |
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| image |
a unique, memorable quality of a brand |
| impulse goods |
items purchased on the spur of the moment without advance planning |
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| marketing plan |
a clear written description of the marketing strategies of a business and the way the business will operate to accomplish each strategy |
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| mission |
the nature of the business or the reasons the business exists |
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| 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 |
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