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| The intention to reach a goal. |
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| The presence or inroduction of harmful substances into the air causing disease, allergies or damage to humans, animals, plants or build the environment. |
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| Something the business owns; it has a value |
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the average profit for the year as a percentage of the original investment
average rate of return = average return per annum/initial investment x 100 |
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| a tool for analysing the contribution made by each product in a business' product portfolio. It plots each product's position according so its market share and the rate of growth of the market. |
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| the consumers' percentage of the brand; its character, qualities and shortcomings. it is developed over time and operates as a consistent theme through advertising campaigns. |
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| a diagrammatic representation of the costs and revenue for a product; its plots total costs against total sales revenue, showing the break even point where they cross |
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