Perception
An impression received via the senses; integral to customer experience.
Positioning
The process of setting apart a service, product, or company in a customer's mind, in order to gain a strategic competitive advantage; the first step in building a brand.
Product Placement
A form of paid advertising whereby products and trademarks are inserted into non-advertising media such as feature films, television programs, music, and public environments.
Promise
A stated or implied pledge that creates customer expectations as well as employee responsibilities; FedEx's on-time guarantee is a good example.
Prosumer
In this category of products and services professional-level features are combined with consumer-level usability and price.
Prototype
A model, mock-up, or plan used to develop, demonstrate, evaluate and/or test a new product, service, environment, communication, or experience.
Psychographics
Identification of attitudes and personality characteristics that affect a person's lifestyle and purchasing behavior. Some psychographic data points are attitudes, opinions, and beliefs.
Pure Play
A highly-focused brand and/or company, since the company has only a single line of business.