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Product lifecycle
The stages a product goes through from development to adaptation or demise.
Brand moving
The process of a brand transitioning from introduction to maturity and either adaptation or demise.
Product position
The stage of a product's lifecycle that influences the promotions conducted.
Marketer's strategy
The approach taken by a marketer based on the product's position in the lifecycle.
Mass marketing
Selling or promoting the same product or service to large audiences.
Target groups
Different groups of consumers that a marketer needs to reach.
Media and contact channels
Various communication channels used to reach different target groups.
Brand and line extensions
Creating new products or variations under an existing brand.
Market segmentation
Dividing the market into groups based on their special needs.
Demographics
Statistical measures such as age, gender, ethnicity.
Psychographics
A description of a market based on factors such as attitudes, opinions, interests, and lifestyles.
Target marketing
Communicating with specific segments of prime prospects.
Positioning
Ranking a product in the consumer's mind based on benefits, classification, or differentiation.
Product attributes and benefits
Positioning a product based on its unique features and advantages.
Price/quality
Positioning a product based on its price and quality relationship.
Use/application
Positioning a product based on its specific use or application.
Product class
Positioning a product based on its category or class.
Product user
Positioning a product based on the type of consumer who uses it.
Competitor
Positioning a product based on its comparison to a specific competitor.
Cultural symbols
Positioning a product based on its association with certain cultural symbols.
Brand
A perception resulting from experiences and information about a company or line of products.
Brand development
The process of creating a distinct and valued place for a brand in the consumer's mind.
Promotional plan
A written document defining the promotional strategy and objectives for a targeted audience.
Situation analysis
Assessing the product, market, competition, company, and consumer.
Objectives
Measurable goals to be achieved through promotional activities.
Key message
The central idea or theme of the promotional plan.
Target audience
The primary and secondary groups to whom the promotional activities are directed.
Strategies
The promotional mix elements used to meet the objectives.
Budget
The costs associated with the recommended promotional activities.
Timetable
The schedule for conducting the promotional activities.
Evaluation
The process of assessing the effectiveness of the promotional activities.
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