A craze that is unpredictable, of brief duration, and without long-term significance

A parent brand that is associated with multiple brand extensions

Parents and siblings

Spouse and children

Characteristics that supplement a product’s basic function

Also known as overhead, costs that do not vary with production level or sales revenue

A gathering of 6 to 10 people selected for demographic, psychographic, or other considerations and convened to discuss various topics with a professional moderator

The art of anticipating what buyers are likely to do under a given set of conditions

The product’s size, shape, or physical structure

Programs to reward customers who buy frequently and in substantial amounts