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A foundational model in marketing, the 4Ps framework classifies the key elements a business uses to promote its brand or product. It consists of Product (the item or service), Price (the cost to the consumer), Place (where it's sold), and Promotion (the advertising and sales activities). These four variables are controlled by the company to influence consumer demand.

5S es un método de organización del trabajo que utiliza una lista de cinco palabras japonesas: Seiri (Ordenar), Seiton (Ordenar), Seisō (Brillante), Seiketsu (Estandarizar) y Shitsuke (Mantener). Este sistema busca mejorar la eficiencia y eliminar el desperdicio organizando el espacio de trabajo para lograr la eficacia. Es un componente fundamental de Kaizen y la manufactura esbelta, creando el entorno estable necesario para la mejora.

Relationship marketing is a strategic approach that shifts the focus from individual transactions to building long-term customer loyalty and engagement. It emphasizes customer retention, satisfaction, and lifetime value over short-term sales goals. Key tactics include customer relationship management (CRM) systems, loyalty programs, and personalized communication, aiming to create a strong, emotional connection between the brand and the customer.

Disintermediation is the economic process of removing intermediaries from a supply chain, thereby connecting producers directly with consumers. In the DTC context, this means bypassing traditional wholesalers, distributors, and brick-and-mortar retailers. This structural change allows brands to capture profit margins that would otherwise go to middlemen, while also gaining direct control over their product's journey and presentation to the market.

Customer-to-customer (C2C) is a business model where consumers trade directly with each other, typically facilitated by a third-party online platform. This model contrasts with business-to-consumer (B2C) and business-to-business (B2B) models. The platform provider is not the seller but an intermediary that enables the transaction, creating a market for second-hand goods, handmade items, or collectibles.

Digital trust and reputation systems are critical mechanisms that facilitate cooperation between strangers in online P2P platforms. They quantify and display the past behavior of users, typically through ratings, reviews, and endorsements. This creates a form of social collateral, reducing transaction uncertainty and risk, which is essential for the functioning of the sharing economy where traditional trust indicators are absent.

A Digitally Native Vertical Brand (DNVB) is a specialized type of DTC company that originates online and controls its entire value chain. The 'vertical' aspect refers to their integration of design, manufacturing, marketing, and distribution. Unlike traditional brands that may adopt a DTC channel, a DNVB's primary mode of customer interaction, transaction, and brand-building is digital from its inception.

The marketing concept is a business philosophy holding that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. It represents a shift from a product-centric ("make and sell") approach to a customer-centric ("sense and respond") one, placing the customer at the core of all business decisions.

Kaizen is a Japanese term meaning "change for the better" or "continuous improvement." It is a core philosophy of lean manufacturing that focuses on making small, ongoing, positive changes to improve processes and eliminate waste. Kaizen involves all employees, from senior management to assembly line workers, fostering a culture where everyone is empowered to suggest and implement improvements.

Un "fármaco de gran éxito" es un producto farmacéutico que genera más de mil millones de dólares en ventas anuales para su fabricante. Este modelo de negocio ha impulsado históricamente la industria farmacéutica, centrando la investigación y el desarrollo (I+D) en enfermedades crónicas comunes para maximizar los ingresos protegidos por patentes. Estos ingresos financian la I+D de nuevos fármacos, creando un ciclo de innovación y elevadas ganancias.

Gemba (現場) es el término japonés para "el lugar real". En gestión, se refiere al lugar donde se crea valor, como la planta de producción. Gemba Kaizen se basa en el principio de acudir al Gemba para observar el proceso, interactuar con los trabajadores e identificar oportunidades de mejora directamente en la fuente, en lugar de hacerlo desde una oficina remota.

El término «upcycling» fue acuñado por primera vez en 1994 por el ingeniero alemán Reiner Pilz en una entrevista con el periodista Thornton Kay. Pilz lo contrastó con el «downcycling», donde los materiales se transforman en algo de menor calidad. Describió el upcycling como el proceso mediante el cual se revaloriza, y no se reduce, a los productos viejos, lo que pone de relieve la necesidad de una nueva perspectiva sobre los materiales de desecho.

The C2C model has two primary implementations: online marketplaces and classifieds. Marketplaces, like eBay, are highly integrated, providing payment processing, structured listings, and reputation systems. They are active intermediaries. In contrast, classifieds platforms, like Craigslist, act more as simple connectors, providing a venue for listings but typically leaving the payment and transaction logistics entirely up to the users themselves.

The Direct-to-Consumer (DTC) model is a business strategy where a company manufactures and ships its products directly to buyers, bypassing traditional intermediaries like wholesalers or retailers. This approach primarily leverages e-commerce platforms and digital marketing to establish a direct relationship with the end consumer, enabling greater control over branding, customer experience, and pricing structures.