Chapter 10 Vocabulary

A plan used by a business to guide its marketing process to a desired conclusion based on information obtained through market research and target market decisions.

• Marketing Plan

• Brand

• Package

• Label

What a business wants to accomplish through its marketing efforts, such as market share, projected profitability, and pricing.

• Brand

• Marketing Objective

• Guarentee

• Label

The five marketing strategies used to reach a market: product, place, price, promotion, and people

• Private Brand

• Package

• Label

• Marketing Mix

The name, symbol, or design used to identify a product.

• Package

• Brand

• Private Brand

• Target

The physical container or wrapper used to present information

• Package

• Brand

• Label

• Guarentee

the part of the package used to present information about the product

• Package

• label

• Brand

• Predict

the part of the package used to present information about the product

• label

• Package

• product positioning

• Brand

all of the products a company makes or sells

• product mix

• brand

• package

• label

the path a product takes from producer or manufacturer to final user or consumer

• brand

• channel of distribution

• label

• package

people or businesses that move products between producers and final users, including wholesalers, retailers, distributors, and agents

• intermediaries

• brand

• label

• package