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Manufacturer
A company which develops, markets and sells licensed products.
Mark
A name of a business or a company.
Marketing Requirements
The marketing activities that the licensee is contractually bound to undertake to market the licensed merchandise. The activities include advertising, trade-shows etc.
Marketing Royalty
The net percentage (Wholesale) sales which used to market and promote the licensed merchandise. Marketing royalty can be referred to as "8 plus 3" which means, that there is an 8% royalty and 3% marketing royalty.
Mass Market
Un-segmented market in which products with mass appeal are offered to every consumer through mass retailers and are promoted through mass media.
Mass Market Retailers
Channels of distribution comprised of large retailers catering to the mass market such as: Walmart, Sears, K-Mart or Target.
Maximizing Rights
Ensuring that the licensee has made the most of his rights as per the license agreement.
Minimum or Minimum Royalty Gaurantee
The minimum royalty payment, or prepaid royalties that a licensee is contractually obligated to pay a licensor. The guarantee is calculated by taking a percentage of the licensee's estimated royalties for the entire term of the license agreement. Guarantees may be paid in quarterly, semi-annually or annually and are typically nonrefundable and credited against future earned royalties.