A branding strategy in which products are given brand names that are closely connected or share the same overall name as an existing brand.

Characteristics of a product that offer functional and/or psychological benefits to a customer.

The package containing the purchased product the final customer receives in exchange for payment.

An important component in determining the cost of a product, these represent costs the marketing organization incurs for a product regardless of level of production or sales.

Method of data collection, often associated with Qualitative Research, in which a group of respondents (generally numbering 8-12) are guided through discussion by a moderator in the hope that group interaction will stimulate comments that may not otherwise be elicited.

Consists of those who have formerly had relations with the marketing organization, typically through a previous purchase, but have not purchased from the marketer within a certain timeframe.

Retail format represented by a contractual arrangement in which franchisees (i.e., retail store operator) agree to pay for the right to use a franchisor’s (i.e., retail business owner) business methods and other business aspects such as the franchise name.

A form of contractual dependent channel arrangement where a central organization (franchisor) controls nearly all activities of other members (franchisee).

Research companies that develop and carryout all aspects of a market research plan for their clients.

Benefits customers receive that are directly associated with the materials, design and production decisions of the consumable product such as ease-of-use, increased speed and cost savings.