Marketing Terms offers a detailed list of marketing terms.

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Term Definition
Family Branding

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.

Final Customer Packaging

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

Fixed Costs

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.

Focus Groups

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.

Former Customers

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.

Franchised Channel Arrangement

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

Full-Service Market Research Firm

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

Functional Benefits

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.