Glossary

Here you will find the description of some words and phrases that pertain to the Marketing concepts in
the course, and also words and phrases used in the videos and readings. If you want to add another
word or expression that we missed, please suggest it in the forums. If you need to find a description of a
brand used in the videos and readings, see the Brand Descriptions page.

Advertising

A form of marketing communication used to persuade an audience to take or continue some action,
usually with respect to a commercial offering, or political or ideological support.

Brand equity

A phrase used in the marketing industry that describes the value of having a well-known brand name,
based on the idea that the owner of a well-known brand name can generate more money from products
with that brand name than from products with a less well-known name, as consumers believe that a
product with a well-known name is better than products with less well-known names.[1]

Brand management

In marketing, brand management is the analysis of and planning on how that brand is perceived in the
market. Developing a good relationship with the target market is essential for brand management.[2]

Brand proposition

A brand proposition is a statement about your company, product, services, etc., that clearly
demonstrates to customers what benefits they can derive out of your brand [20].

Break-even analysis

The break-even point in economics, business—and specifically cost accounting—is the point at which
total cost and total revenue are equal, i.e. "even". There is no net loss or gain, and one has "broken
even", though opportunity costs have been paid and capital has received the risk-adjusted, expected
return. [21]

Cross-functional team

A cross-functional team is a group of people with different functional expertise working toward a
common goal. It may include people from finance, marketing, operations, and human resources
departments. Typically, it includes employees from all levels of an organization. [22]

Cost-based pricing
Cost based pricing is one of the pricing methods of determining the selling price of a product by the
company, wherein the price of a product is determined by adding a profit element (percentage) in
addition to the cost of making the product.[23]

Competitor-based pricing

A pricing method that makes use of competitors' prices for the same or similar product as basis in
setting a price. This pricing method focuses on information from the market rather than production
costs (cost-plus pricing) and product's perceived value (value-based pricing).[24]

Consociality (the degree to which the members of a platform can engage in social interaction in either
physical or virtual space)

Crowdsourcing

The process of obtaining needed services, ideas, or content by soliciting contributions from a large group
of people, and especially from an online community, rather than from traditional employees or
suppliers.[3]

Cult of Done Manifesto

The Done Manifesto posted by Bre Pettis and Kio Stark is a set of working rules based on a sense of
urgency. No time for careful deliberation, move on.

Customer co-creation

The idea that customers can help design and develop products in addition to buying them. Such activity
really helps enhance new product development activities.

Customer segmentation

The practice of dividing a customer base into groups of individuals that are similar in specific ways
relevant to marketing, such as age, gender, interests, spending habits, and so on.[5]

Digital authenticity

The degree to which a product’s online promotion provides customers with a genuine portrayal of its
origins, features, and benefits (as well as its limitations). Authentic promotional campaigns typically
focus on telling a story rather than making a claim. This story is usually connected to the brand in a
genuine manner and provides customers with a sense that the brand has a purpose other than just
making money.

Digital marketing

The marketing of products or services using digital channels to reach consumers. The key objective is to
promote brands and product benefits through various forms of digital media such as the Internet,
mobile phones, and social media.

Distribution
Product distribution is the process of making a product or service available for use or consumption by a
consumer or business user, using direct means or using indirect means with intermediaries.

Doppelgänger brand image

A doppelgänger brand image is a family of disparaging images and stories about a brand that are
circulated in popular culture by a loosely organized network of consumers, antibrand activists, bloggers,
and opinion leaders in the news and entertainment media.

Elaboration Likelihood Model (ELM)

As the most popular theory about persuasion, ELM suggests that there are two main routes to
persuasion: (1) the central route, which is cognitive in nature and (2) the peripheral route, which is more
emotional in nature.

FUH2 Campaign

This creative viral internet campaign began in 2008 in response to General Motor’s marketing of the
Hummer SUV. In the mid-2000s, General Motors tried to position this brand as the ultimate 4-wheel
drive vehicle capable of taking on any challenge, and used the slogan, “Like Nothing Else.”

Fused deposition modeling

An additive manufacturing technology commonly used for modeling, prototyping, and production
applications. It is one of the techniques used for 3D printing.[6]

Freemium Model

Freemium, a portmanteau of the words "free" and "premium", is a pricing strategy by which a product
or service is provided free of charge, but money (a premium) is charged for additional features, services,
or virtual (online) or physical (offline) goods that expand the functionality of the free version of the
software.[25]

Generic product

Generic brands of consumer products (often supermarket goods) are distinguished by the absence of
a brand name, instead identified solely by product characteristics and identified by plain, usually black-
and-white packaging. Generally, they imitate more expensive branded products, competing on price.
[26]

Intangible good
An intangible good is a good that is intangible, meaning that it cannot be touched, as opposed to a
physical good (an object). Digital goods, such as downloadable music and mobile apps, or virtual goods
used in virtual economies are all examples of intangible goods.[7]

Marginal costs

In economics and finance, marginal cost is the change in the total cost that arises when the quantity
produced has an increment by unit. That is, it is the cost of producing one more unit of a good.[8]

Market share

Market share is the percentage of a market (defined in terms of either units or revenue) accounted for
by a specific entity.[9]

Multiple sclerosis

It is a demyelinating disease in which the insulating covers of nerve cells in the brain and spinal cord are

damaged.[27]

New Retail

A collection of strategies (both physical and digital) that physical retailers are using to react to the
challenges of operating in a digital world.

Pareto Principle

This principle comes from the Italian economist Vilfredo Pareto, who found, back in 1896, that 80% of
the land in Italy was owned by 20% of the population. Since this time, this principle has become known
as the 80/20 rule and has been found to apply to a large number of phenomenon. For example, 80% of
the world’s income is controlled by 20% of its population.[10]

Pay What You Want (PWYW)

A pricing strategy that allows customers to name their own price.

Persuasion

A marketing process that seeks to change a person's attitude or behavior towards an offering. One of
the most common forms of persuasion is advertising.
Placement

Placement aspect of the marketing mix focuses on making a product conveniently accessible to potential
customers. It involves the physical movement of the product from a manufacturer through a series of
marketing channel intermediaries ending with an independent retailer. Placement involves the
important retailing function of displaying the product upon its shelves.

Price comparison tools

Price comparison tools have allowed pricing to move from prices revealed at the point of purchase to
prices negotiated at the point of consideration. Price comparison has become easier for customers
armed with a smartphone and a price search app such as Price Grabber or RedLaser. Leveraging these
price comparison tools, customers can instantly compare prices on a physical retailer’s shelf with prices
for the exact same product at Amazon.com and a large number of other online retailers.

Price segmentation

A suitable strategy if you have a narrow product range and can identify groups of prospects who would
buy if the price was lower or who would be prepared to pay a higher price in return for a factor that
they felt added value to the product.[11]

Pricing strategy

A pricing strategy is a firm’s basic approach to how it prices its products. Pricing captures the value of
the product for the firm. Thus, having a good pricing strategy is critical for a firm’s profitability and very
survival. The development of a pricing strategy often entails considering a product’s cost of production,
what customers are willing to pay, and the prices of competing products.

Product

A product is really anything that fulfills a customer need or want. It is a good, service, or idea that has a
distinctive selling proposition consisting of tangible or intangible attributes.

Product development

Product development is the process of designing, creating, and marketing new products or services to
benefit customers. Sometimes referred to as new product development, the discipline is focused on
developing systematic methods for guiding all the processes involved in getting a new product to
market.[12]

Product segmentation

To operate a product segmentation strategy, carry out research to identify groups of customers who
want benefits or levels of functionality that are not available currently in a product category. By creating
different versions of a product, you can match those customers’ needs more precisely.

Promotion

Promotion covers the methods of communication that a marketer uses to provide information about its
product. This information – both verbal and visual – is persuasive in nature, appeals to customers’
intellect or emotions, and influences them to buy your product instead of your competitor's.
Premium Pricing

Premium pricing (also called image pricing or prestige pricing) is the practice of keeping the price of one
of the products or service artificially high in order to encourage favorable perceptions among buyers,
based solely on the price.[28]

Price elasticity

Price elasticity of demand (PED or Ed), or elasticity, is the degree to which the desire for something
changes as its price rises. [29]

Prosumer

A prosumer is a person who consumes and produces a product. [30]

Quad

An open grassy area located on the University of Illinois at Urbana-Champaign (UIUC) campus. It is the
heart of the campus. Many activities from playing Frisbee to chatting with friends, napping to studying
can be taken place there.

Research Online Purchase Offline (ROPO)

Research online, purchase offline (ROPO), also research online, buy offline (ROBO) or Online-to-Store
(O2S-Factor), is a new trend in buying behavior where customers research relevant product information
to qualify their buying decision, before they actually decide to buy their favorite product in the local
store.[19]

Retail

Retail is the process of selling consumer goods and/or services to customers through multiple channels
of distribution to earn a profit.

Rule of 1

Typically only about 1% of all submissions will be useful enough to implement.

Radical innovation

Radical innovation is an invention that destroys or supplants an existing business model. Unlike
architectural or incremental innovation, radical innovation blows up the existing system or process and
replaces it with something entirely new.[31]

Reference prices

A reference price (RP) is the price that a purchaser announces that it is willing to pay for a good or
service. [32]

S
Selective Laser Sintering (SLS)

An additive manufacturing technique that uses a laser as the power source to sinter powdered material
(typically metal), aiming the laser automatically at points in space defined by a 3D model, binding the
material together to create a solid structure.[13]

Shopper marketing

Shopper marketing is "understanding how one's target consumers behave as shoppers, in different
channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as
brands, consumers, retailers, and shoppers."

Showrooming

The practice of examining merchandise in a traditional brick and mortar retail store or other offline
setting and then buying it online, sometimes at a lower price. Online stores often offer lower prices than
their brick and mortar counterparts because they do not have the same overhead cost.[14]

Social recognition

Public acknowledgement of a person's status or merits (achievements, virtues, service, etc.)

Stage-Gate method

The Stage-Gate method from Robert G. Cooper is an approach that can be used to make the product
development process more effective. It is a blueprint for managing the new product process from an
idea to launching a product. Each stage consists of a set of certain cross functional and parallel activities
which must be successfully completed prior to obtaining management approval to proceed to the next
stage of product development. The entrance to each stage is called a gate.[15]

Stereolithography

An additive manufacturing or 3D printing technology used for producing models, prototypes, patterns,
and production parts up one layer at a time by curing a photo-reactive resin with a UV laser or another
similar power source.[16]

Sharing Economy

The sharing economy is a way of distributing goods and services that differs from the traditional model
of corporations hiring employees and selling products to consumers. [33]

Tangible good

Tangible goods are physical products defined by the ability to be touched. They are distinct from
intangible goods, as well as services like a spa treatment [17]

3D printing

3D printing (or additive manufacturing, AM) is any of various processes used to make a three-
dimensional object.
U

User-Generated Content

User-Generated Content occurs when a product’s customers create and disseminate online ideas about
a product or the firm that markets it. These ideas are often in the form of text but also come in other
forms such as music, photos, or videos. UGC has three key characteristics: (1) The contribution is by
users of a product rather than the firm that sells this product; (2) it is creative in nature and the user
adds something new; (3) it is posted online and generally accessible.

Value proposition

Value proposition is a promise of value to be delivered. It's the primary reason a prospect should buy
from you. It explains how your product solves customers’ problems, improves their situation (relevancy),
or delivers specific benefits (quantified value).

Value-based pricing

Value-based price (also value optimized pricing) is a pricing strategy which sets prices primarily, but not
exclusively, according to the perceived or estimated value of a product or service to the customer rather
than according to the cost of the product or historical prices. [34]

Webrooming

The practice of researching items online and then purchasing them in-store, is the reverse of
showrooming – browsing for items in a store and purchasing them online later.[18]

Zero Price Effect

It is a phenomenon whereby the demand for a good, service, or commodity is significantly greater at a
price of exactly zero compared to a price even slightly greater than zero. Graphically, a zero price effect
appears as a discontinuity in the demand curve at a price of zero. [35]
Brand Descriptions

Here you will find the descriptions of some of the brands used in the videos and readings. If you want to
add another brand that we missed, please suggest it in the forums. If you need to find the description of
some words and phrases that pertain to the Marketing concepts in the course, see the Glossary page.

Abercrombie & Fitch (A & F)

An American retailer that focuses on casual wear for young consumers. It has over 400 locations in the
United States and is expanding internationally.[1]

Adidas

A German multinational corporation that designs and manufactures sports shoes, clothing, and
accessories.

Amazon.com

The largest Internet-based retailer in the United States. Amazon.com started as an online bookstore but
soon diversified, selling DVDs, VHSs, CDs, video and MP3 downloads/streaming, software, video games,
electronics, apparel, furniture, food, toys, and jewelry. The company also produces consumer
electronics – notably, Amazon Kindle e-book readers, Fire tablets, Fire TVs and Fire Phones – and is a
major provider of cloud computing services. Amazon also sells certain low-end products like USB cables
under its in-house brand AmazonBasics.[2]

American Apparel

An American clothing manufacturer, distributor, and retailer.

American Eagle Outfitters

An American clothing and accessories retailer founded in 1977.

Apple Inc.

Apple Inc. is an American multinational corporation headquartered in Cupertino, California, that designs,
develops, and sells consumer electronics, computer software, online services, and personal computers.
[3]

Apache

A freely available Web server that is distributed under an "open source" license. Version 2.0 runs on
most UNIX-based operating systems, on other UNIX/POSIX-derived systems, on AmigaOS, and on
Windows 2000. According to a Netcraft Web server survey, 60% of all Web sites on the Internet are
using Apache (62% including Apache derivatives), making Apache more widely used than all other Web
servers combined.[4]

AT&T

An American multinational telecommunications corporation.

B

Best Buy

An American multinational consumer electronics corporation.

Birchbox

A New York City-based online monthly subscription service that sends its subscribers a box of four to five
carefully selected samples of makeup or other beauty related products on a monthly basis.

Blendtec

A company that sells professional and home blenders.

Brandwatch

Social media monitoring system Brandwatch reads and summarizes web discussions about brands,
people, and products. The company parses through these huge amounts of data by finding and
analyzing relevant information. Its online application lets users define keywords, which it tracks
continually. Users can access and respond to every keyword mention and analyze the bigger picture of
trends, campaigns, and competitors.[5]

b8ta:

b8ta is a retail-as-a-service company with a chain of 22 stand alone retail stores which serve as
presentation centers for consumer electronics and home goods. The company was founded in 2015 by
Vibhu Norby, William Mintun, Phillip Raub, and Nicholas Mann. Its first location opened in Palo Alto
during December 2015. [32]

BMW:

Bayerische Motoren Werke AG, translated in English as Bavarian Motor Works, commonly referred to
as BMW (German pronunciation is a German multinational company which
produces automobiles and motorcycles. The company was founded in 1916 as a manufacturer of aircraft
engines, which it produced from 1917 until 1918 and again from 1933 to 1945. [33]

C&A

An international Dutch chain of fashion retail clothing store.

Calvin Klein

The world's most well-known fashion designer and has created many recognizable brands.

Chobani

An American brand of strained yogurt produced by Chobani, LLC.

Coca-Cola Company
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer,
and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered in Atlanta,
Georgia.[6] They have produced many products, including:

 Classic Coke: Prior to New Coke, Coca-Cola's flagship product was bottled and canned under a
label of "Coca-Cola." After its reintroduction, the soda's labels read "Classic Coke."[7]

 New Coke: New Coke was the reformulation of Coca-Cola introduced in 1985 by The Coca-Cola
Company to replace the original formula of its flagship soft drink, Coca-Cola (also called Coke).
[8]

 Coke Zero: Coca-Cola Zero or Coke Zero is a product of the Coca-Cola Company. It is a low-
calorie variation of Coca-Cola specifically marketed to men, who were shown to associate diet
drinks with women.[9]

 Diet Coke: Diet Coke, (and similar Coca-Cola light available in some countries), is a sugar-free
soft drink produced and distributed by the Coca-Cola Company.[10]

 Cherry Coke: Coca-Cola Cherry, originally introduced (and still known in some countries) as
Cherry Coke, is a cherry-flavored version of Coca-Cola.

Coco-Mat

The New York furniture store which lets tired shoppers take a nap on its mattresses.

Casper

Casper Sleep (also known as Casper) is a public, U.S.-based, e-commerce company that sells sleep
products online and in retail locations. Headquartered in New York City, the company has showrooms in
New York City, Chicago, Pennsylvania, Delaware, New Jersey, Massachusetts, Washington state, Oregon,
Connecticut, Arizona, Texas, Colorado and California and mattresses are manufactured in Georgia,
Pennsylvania, and Vietnam.

Coursera

Coursera is an American online learning platform founded in 2012 by Stanford professors Andrew

Ng and Daphne Koller that offers massive open online courses (MOOC), specializations, and degrees.
[33]

Chevy Camaro: The Chevrolet Camaro is a mid-size American automobile manufactured by Chevrolet,

classified as a pony car and some versions also as a muscle car. It went on sale on September 29, 1966,
for the 1967 model year and was designed as a competing model to the Ford Mustang. The car shared
its platform and major components with the Pontiac Firebird, also introduced for 1967. [34]

DealTime

A price comparison service owned by eBay

Dell
An American computer technology company that develops, sells, repairs, and supports computers and
related products and services.

DHL

The German logistics company Deutsche Post DHL providing international mail services.

Domino’s Pizza

An American restaurant chain and international franchise pizza delivery corporation.

Dove

A personal care brand owned by Unilever.

 The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in
2004 that includes advertisements, videos, workshops, sleepover events, and the publication of
a book and a play. The aim of the campaign is to celebrate the natural physical variation
embodied by all women and inspire them to have the confidence to be comfortable with
themselves.[11]

Dubai Mall

The world's largest shopping mall based on total area and fourteenth largest by gross leasable area. It is
located in Dubai, United Arab Emirates (UAE).[12]

Dunkin' Donuts

An American global doughnut company and coffeehouse chain based in Canton, Massachusetts.

Dropbox: Dropbox is a file hosting service operated by the American company Dropbox, Inc.,

headquartered in San Francisco, California, that offers cloud storage, file synchronization, personal
cloud, and client software. Dropbox was founded in 2007 by MIT students Drew Houston and Arash
Ferdowsi as a startup company, with initial funding from seed accelerator Y Combinator. [35]

Dropbox Plus

Dropbox Plus users are given two terabytes of storage space, as well as additional features, including
advanced sharing controls, remote wipe, and an optional Extended Version History add-on. [35]

Economist

An English-language weekly newspaper that offers authoritative insight and opinion on international
news, politics, business, finance, science, technology, and the connection between them.

Ebay

eBay Inc. is an American multinational e-commerce corporation based in San Jose, California, that
facilitates consumer-to-consumer and business-to-consumer sales through its website. eBay was
founded by Pierre Omidyar in the autumn of 1995, and became a notable success story of the dot-com
bubble. [36]
F

Facebook

An online social networking service whose website was launched on February 4, 2004, by Mark
Zuckerberg with his college roommates and fellow Harvard University students.

Gap

An American multinational clothing and accessories retailer.

General Motors

General Motors Company, commonly referred to as General Motors, is an American multinational

corporation headquartered in Detroit that designs, manufactures, markets, and distributes vehicles and
vehicle parts, and sells financial services, with global headquarters in Detroit's Renaissance Center. [37]

Google

Google is an American multinational corporation specializing in Internet-related services and products.

These include online advertising technologies, search, cloud computing, and software.[13]

Google Alerts

A content change detection and notification service, offered by the search engine company Google. The
service sends emails to the user when it finds new results – such as web pages, newspaper articles, or
blogs –that match the user's search term.[14]

Google Shopping

This is the world’s largest and most comprehensive price comparison tool. Users just type in the name of
a product, and a list of competing retailers appears.

Google Sketchup

A 3D modeling computer program for applications such as architecture, interior design, civil and
mechanical engineering, film, and video game design.

GoPro

A California company that develops and sells high-definition video cameras.

Head & Shoulders:

Head & Shoulders (H&S) is an American brand of anti-dandruff and non-dandruff shampoo produced by

parent company Procter & Gamble that was introduced in 1961. [38]

Headsets.com
The online headset retailer which has experimented with a Pay-What-You-Want (PWYW) strategy as a
means of rewarding customer loyalty. Nearly all of its customers paid the suggested price (or close to it).

Heart Attack Grill

A medical-themed restaurant located in Las Vegas that is a controversial but intriguing example of
authentic marketing. Its menu is full of a variety of unhealthy options, including its famous Quadruple
Bypass Burger, which consists of four 8-ounce beef patties, 20 slices of bacon, and 8 slices of cheese, and
contains nearly 10,000 calories.

iTunes

A media player, media library, online radio broadcaster, and mobile device management application
developed by Apple Inc.

Joe Chemo

An Internet campaign created by an organization called Adbusters was successful in creating a

doppelgänger image against a Camel cigarette character known as Joe Camel, which was one of the
most widespread adverting campaigns in the US cigarette industry in the 1990s.

Jones Soda

Jones Soda Co. is a beverage company which bottles and distributes soft drinks, non-carbonated
beverages, energy drinks, and candy. Its soft drink has many unusual flavors that are not offered by
other soft drink makers.

Levi Strauss & Co

A privately held American clothing company founded in 1853 known worldwide for its Levi's brand of
denim jeans.

Little Big Planet

LittleBigPlanet, commonly abbreviated LBP, is a puzzle platform video game series created by Media
Molecule and published by Sony Computer Entertainment on multiple PlayStation platforms.[15]

Local Motors

A new start-up vehicle manufacturer. It was founded in 2007 by Jay Rogers, who came up with the idea
while he was an MBA student at Harvard Business School. The company is currently selling a variety of
motorized vehicles, including an automobile called the “Rally Fighter.” This vehicle has both normal
driving and off-road capabilities and sells for about $100,000.

L’Oreal
A French cosmetics and beauty company. It has developed activities in the field of cosmetics,
concentrating on hair color, skin care, sun protection, make-up, perfumes, and hair care. The company is
active in the dermatology, toxicology, tissue engineering, and biopharmaceutical research fields and is
the top nanotechnology patent-holder in the United States.[16]

Louis Vuitton

Louis Vuitton Malletier, commonly referred to Louis Vuitton or shortened to LV, sells luxury goods
ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories,
sunglasses, and books.

Lululemon

A self-described yoga-inspired athletic apparel company, which produces a clothing line and runs
international clothing stores from its company base in Vancouver, British Columbia, Canada.[17]

Land Rover

Land Rover is a British brand of four-wheel drive cars, that exclusively offers premium and luxury sport
utility vehicles. [39]

Linked In

LinkedIn is an American business and employment-oriented service that operates via websites and
mobile apps. Founded on December 28, 2002, and launched on May 5, 2003, it is mainly used for
professional networking, including employers posting jobs and job seekers posting their CVs. [40]

Lipton

Lipton is a British brand of tea, owned by Unilever. Lipton was also a supermarket chain in the United
Kingdom before it was sold to Argyll Foods, to allow the company to focus solely on tea. The company is
named after its founder Thomas Lipton. [41]

Lending Club

LendingClub is an American peer-to-peer lending company, headquartered in San Francisco, California.

[3] It was the first peer-to-peer lender to register its offerings as securities with the Securities and
Exchange Commission (SEC), and to offer loan trading on a secondary market. LendingClub is the world's
largest peer-to-peer lending platform.[4] The company claims that $15.98 billion in loans had been
originated through its platform up to December 31, 2015. [42]

Legos

LEGO A/S, doing business as The LEGO Group, is a Danish toy production company based in Billund. It is
best known for the manufacture of LEGO-brand toys, consisting mostly of interlocking plastic bricks. [43]

Lexus

Lexus is the luxury vehicle division of the Japanese automaker Toyota. The Lexus brand is marketed in
more than 70 countries and territories worldwide and has become Japan's largest-selling make of
premium cars. It has ranked among the 10 largest Japanese global brands in market value. [44]
M

Mayonnaise

Mayonnaise, informally mayo, is a thick cold condiment or dressing commonly used in sandwiches and
composed salads or on French fries. It is also a base in sauces such as Tartar sauce. It is a stable emulsion
of oil, egg yolk, and an acid, either vinegar or lemon juice. [45]

McDonald’s

The world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily
in 119 countries across 35,000 outlets.[18]

Miller Beer

An American beer produced by the Miller Brewing Company.

NASA

The National Aeronautics and Space Administration is the United States agency that is responsible for
civilian space programs as well as aeronautics and aerospace research.

Netflix

Netflix, Inc. is a provider of on-demand Internet streaming media available to viewers in all of North
America (including Cuba), South America, and parts of Europe, and of flat rate DVD-by-mail in the United
States, where mailed DVDs are sent via Permit Reply Mail.[19]

New York Times

The New York Times (NYT) is an American daily newspaper. It has won 114 Pulitzer Prizes, more than any
other news organization.[20]

Nokia

A Finnish multinational communications and information technology company.

Nanohack:

NanoHack was conceived as an active/antimicrobial 3D printed face mask manufactured with active

materials. We will use active filters of non-woven polypropylene (3 layers) embedded in nanocopper to
get an extra protection against microorganisms. [46]

Nissan

Nissan Motor Co., Ltd., usually shortened to Nissan, is a Japanese multinational automobile
manufacturer headquartered in Nishi-ku, Yokohama. The company sells its cars under the Nissan,
Infiniti, and Datsun brands with in-house performance tuning products labelled Nismo. [47]

Old Milwaukee
A brand of American dry beer produced by the Pabst Brewing Company.

Patagonia

A Ventura, California-based clothing company, focusing mainly with high-end outdoor clothing. The
company is a member of several environmental movements and is a certified B-Corporation, meaning
the company is beholden to public-benefit concerns (in this case environmental) alongside its profit
motive. It was founded by Yvon Chouinard in 1973.[21]

Panera Bread

Panera Bread Company is an American chain store of bakery-café fast casual restaurants with over 2,000
locations, all of which are in the United States and Canada. Its headquarters are in Sunset Hills, Missouri,
a suburb of St. Louis. [48]

Plymouth

Plymouth was a brand of automobiles produced by Chrysler Corporation and its successor
DaimlerChrysler. The brand was launched in 1928 to compete in what was then described as the "low-
priced" market segment that was dominated by Chevrolet and Ford. [49]

Pontiac

Pontiac was a car brand owned, made, and sold by General Motors. Introduced as a companion make
for GM's more expensive line of Oakland automobiles, Pontiac overtook Oakland in popularity and
supplanted its parent brand entirely by 1933. [50]

Quirky

A New York City company that allows inventors to submit their ideas, while also assisting them in the
development process. The company's website lets people sell their inventions in an online shop or
several retail stores including Home Depot and Best Buy, with whom they have partnered.[22]

Redbox

A subsidiary of Outerwall, Inc. specializing in DVD, Blu-ray Disc, and video game rentals via automated
retail kiosks.

Rent the Runway

Rent the Runway is an online service that provides designer dress and accessory rentals. It was started
by Jennifer Hyman and Jennifer Fleiss, who launched the company in November 2009. [50]

SolidWorks
Solid modeling CAD (computer-aided design) software that runs on Microsoft Windows.

Starbucks

Starbucks Corporation, doing business as Starbucks Coffee, is an American global coffee company and
coffeehouse chain based in Seattle, Washington. It is also the largest coffeehouse company in the world.

Stella Artois

Informally called Stella, is a pilsner beer of between 4.8 and 5.2% ABV. It has been brewed in Leuven,
Belgium, since 1926, although it is brewed in other locations as well. A lower alcohol content (4% ABV)
version is also sold in the UK, Republic of Ireland, Canada, and New Zealand. Stella Artois is one of the
prominent brands of Anheuser-Busch InBev, the world's largest brewer.[23]

Swiffer

A line of cleaning products introduced in 1999 by Procter & Gamble.

Sony

Sony Corporation is a Japanese multinational conglomerate corporation headquartered in Kōnan,

Minato, Tokyo. Its diversified business includes consumer and professional electronics, gaming,
entertainment and financial services. [51]

Subaru

Subaru is the automobile manufacturing division of Japanese transportation conglomerate Subaru

Corporation, the twenty-second largest automaker by production worldwide in 2012. Subaru cars are
known for their use of a boxer engine layout in most vehicles above 1500 cc. [52]

Saturn

The Saturn Corporation, also known as Saturn LLC, was an American automobile manufacturer, a
registered trademark established on January 7, 1985, as a subsidiary of General Motors. [53]

Saabs

Saab Automobile was a manufacturer that was founded in Sweden in 1945 when its parent
company, SAAB AB, began a project to design a small automobile. The first production model, the Saab
92, was launched in 1949. [54]

Volvos

The Volvo Group is a Swedish multinational manufacturing company headquartered in Gothenburg.

While its core activity is the production, distribution and sale of trucks, buses and construction
equipment, Volvo also supplies marine and industrial drive systems and financial services. [55]

Taco Bell
An American chain of fast-food restaurants based in Irvine, California. A subsidiary of Yum! Brands, Inc.,
they serve a variety of Tex-Mex foods including tacos, burritos, quesadillas, nachos, other specialty
items, and a variety of "value menu" items. Taco Bell serves more than 2 billion customers each year in
more than 6,500 restaurants mostly in the U.S., more than 80 percent of which are owned and operated
by independent franchisees.[24]

Target

Target Corporation is an American retailing company, founded in 1902 and headquartered in

Minneapolis, Minnesota.[25]

TESCO

A British grocery and general merchandise retailer. It has stores in 12 countries across Asia and Europe
and is the grocery market leader in the UK.

Thermos

The leading manufacturer worldwide of insulated food and beverage containers and other consumer
products.

Thingiverse

Thingiverse was launched in 2008 by MakerBot to help develop the 3D printing community by creating a
library of digital files that could be 3D printed. Essentially, it is like the Apple iTunes store, except it
contains objects rather than songs. Also, all of these files can be downloaded for free. Nearly all of these
files are created and uploaded by individual makers rather than firms. Currently, Thingiverse has files for
over 700,000 objects across a wide range of different categories, including artistic creations, household
objects, and toys and games. So, you are sure to find something that fits your needs.

Threadless

Threadless is an innovative clothing manufacturer located in Chicago. Specifically, this company

specializes in making and selling unique t-shirts. The company was founded in 2000 by Jake Nickell and
uses customer co-creation to design the shirts.

TinkerCad

An easy-to-use 3D CAD design tool.

T-Mobile

T-Mobile International AG was a German holding company for Deutsche Telekom AG's various mobile
communications subsidiaries outside Germany. Based in Bonn, Germany, its subsidiaries operated GSM,
UMTS, and LTE-based cellular networks in Europe, the United States, Puerto Rico, and the U.S. Virgin
Islands. The company had financial stakes in mobile operators in both Central and Eastern Europe.[26]

Twitter

An online social networking service that enables users to send and read short 140-character messages
called "tweets."[27]
Tesla

Tesla, Inc., is an American electric vehicle and clean energy company based in Palo Alto, California. The
company specializes in electric vehicle manufacturing, battery energy storage from home to grid scale
and, through its acquisition of SolarCity, solar panel and solar roof tile manufacturing. [56]

United Airlines

United Airlines (commonly referred to simply as "United") is an American major airline.

UPS

United Parcel Service of North America, Inc., typically referred to and branded as UPS, is one of the
largest shipment and logistics companies in the world.

Verizon

An American broadband and tele-communication company, the largest U.S. wireless communications
service provider as of September, 2014.[28]

Wall Drug Store

Often called simply "Wall Drug," is a tourist attraction located in the city of Wall, South Dakota. It is a
shopping mall consisting of a drug store, gift shop, restaurants, and various other stores. Unlike a
traditional shopping mall, all the stores at Wall Drug operate under a single entity instead of being
individually run stores.

Walmart

An American multinational retail corporation that operates a chain of discount department stores and
warehouse stores. It has over 11,000 stores in 27 countries, under a total 71 banners.[29]

Warby Parker

An American brand of prescription eyeglasses and sunglasses founded in 2010. Warby Parker sells online
and has a limited number of showrooms in the United States. By designing glasses in-house and selling
only directly to consumers, the company lowers the cost of its glasses by a significant amount.[30]

Wired Magazine

A full-color monthly American magazine, published in both print and online editions, that reports on
how emerging technologies affect culture, the economy, and politics.

Wikipedia

Wikipedia is a free online encyclopedia, created and edited by volunteers around the world and hosted
by the Wikimedia Foundation. [57]
Wired Magazine

Wired is a monthly American magazine, published in print and online editions, that focuses on how
emerging technologies affect culture, the economy, and politics. Owned by Condé Nast, it is
headquartered in San Francisco, California, and has been in publication since March/April 1993. [58]

Xiaomi

Xiaomi Corporation is a Chinese electronics company founded in April 2010 and headquartered in
Beijing. Xiaomi makes and invests in smartphones, mobile apps, laptops, bags, earphones, shoes, fitness
bands, and many other products. [59]

YouTube

A video-sharing website, allowing users to upload, view, and share videos,