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U-u Advertising and Marketing Glossary > FREE Resources > Glossary: Advertising and Marketing > U-u

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Unbundling: eliminating one or more of the combined elements of a firm’s product offering; for example, a firm selling computers might discontinue its offer of free mouse, keyboard and USB hub with each computer sold, deciding instead to charge separately for it.

Unique Selling Proposition (USP): the particular quality, feature or benefit of a product which a competitor’s product, although similar, cannot or does not offer; commonly referred to as the USP.

Universal Product Code: the American system of computer-assisted product identification; the equivalent system in Australia is the Australian Product Number.

Usage Rate: a measure of the quantity of a product consumed by a user in a given period; users may be subdivided as heavy, moderate and light.

Users: those individuals who use the given service or product

Utility: the inherent quality or ability of a product to satisfy a want.