Marketing Terms offers a detailed list of marketing terms.

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Term Definition

In marketing this represents a type of product that consists of tangible items (i.e., can be felt, tasted, heard, smelled or seen) that marketers offer to satisfy the needs of their customers.

Good Customers

Those who hold the potential to undertake activities offering long-term value to an organization that not only includes purchasing products but also providing additional support for the marketer (e.g., offer feedback, act as word-of-mouth advertisers)

Geographic Pricing

A form of standard price adjustment that, in general, increases the initial price to customers within certain geographic areas to cover increase costs to the marketer such as transportation costs, taxes and tariffs.

Generic Branding (also No-Name Branding)

A branding strategy, common to commodity products, that essentially creates a brandless product offering basic product features and low price.

General Merchandisers

A category within the products carried classification of retailers that includes retailers who carry a wide range of product lines though the number of different items within a particular product line is generally limited.

General Merchandise Wholesaler

Wholesale format represented by distributors that carry broad but shallow product lines and who mostly offer their services to smaller general merchandise retailers such as convenience stores.

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.

Full-Service Market Research Firm

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

Franchised Channel Arrangement

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


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.

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.

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.

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.

Final Customer Packaging

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


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