An unmet consumer need or a group of potential customers who are not yet purchasing a good or service. Gaps in the market represent opportunities

These brands include a parent brand – which may be a corporate brand, an umbrella brand, or a family brand – as an endorsement to

The path through which goods and services travel from the vendor to the consumer or payments for those products travel from the consumer to the

Direct marketing is a sometimes controversial sales method through which advertisers approach potential customers directly with products or services. The most common forms of direct

Customers exhibit customer loyalty when they consistently purchase a certain product or brand over an extended period of time. (source: http://lexicon.ft.com/Term?term=customer-loyalty)

The loss of clients or customers. (source: http://en.wikipedia.org/wiki/Customer_attrition)

Mental picture that springs up at the mention of a firm’s name. It is a composite psychological impression that continually changes with the firm’s circumstances,