Market Leader: A company that has a strong position in a market. E.g., Microsoft or Sony.

Market Position: Where a company is in a market. This is often related to market share.

Market Segment: The group of customers who buy or use a product and who are large enough to influence the marketing decisons of a company.

Market Share: A company's share of the market.

Mass Marketing: Using large scale advertising to show a product to a large target market. Other names for this are market aggregation and undifferentiated marketing.

Masterbrand: A brand name that is used on all products or services in a range or across a business. Sometimes used with sub-brands. (See also Monolithic Brand.) Audi, Nescafe and Lego, for example, are all used as masterbrands.

Monolithic Brand: A single brand name that is used to "masterbrand" all products or services in a range. Individual products are nearly always identified by some type of mixture of letters and numbers, .eg. 320i, 600slc. Companies like Mercedes and BMW use such systems.

Multibrand Strategy /Multiple Branding Marketing of two or more mutually competing products under different brand names by the same company. For example, Lever Brothers sells washing powders under the Persil and Surf names; Cadbury sells chocolates under the Dairy Milk, Bournville and Fruit & Nut names; Heinz sells canned convenience foods under the Baked Beans and Spaghetti Hoops names.