Umbrella marketing Campaign that focuses on a family of brands, or a multi- product group. e.g. Panasonic ad showing VCR, TV, Videocam, etc. (Responsive Database Services, Inc)

Unawareness set See Buyer Behavior Theory.

Uncontrollable cost is a cost that cannot be affected by management within a given time period.

Undifferentiated marketing A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one market offer. (Philip Kotler)

Unfair dismissal Termination of a contract of employment in breach of certain statutory rights given to the employee.

Uniform delivered pricing A geographic pricing strategy in which the company charges the same price plus freight to all customers regardless of their location. (Philip Kotler)

Unique selling proposition (USP) is the idea that a product should have at least one unique feature that differentiates it from all its competitors, and that can be easily communicated to customers through advertising (Economist Pocket Marketing)

Unit objectives Targets specific to individual business units.

Unity of command For any action, a subordinate should receive orders from one manager.

Unsought goods Consumer goods that the consumer either does not know about or knows about but does not normally think of buying. (Philip Kotler)

Users see Decision Making Unit.

Utilitarianism Ethical theory which suggests that what is right is determined by the greatest good for the greatest number of people.

Utility is the value put on what can be purchased with available income.