definiens: means the specific direct costs incurred by [COMPANY] for marketing a Licensed Product in theProfit - Share Territory, including costs incurred for marketing, promotion, advertising, promotional materials, professional education, product related public relations, relationships with opinion leaders and professional societies, market research ( before and after product approval ), healthcare economics studies, and other similar activities for theLicensed Product in the Profit - Share Territory . Such costs will include internal costs ( e.g., salaries, benefits, travel, supplies and materials ), applicable Allocable Overhead, and outside services and expenses ( e.g., consultants, agency fees, meeting costs ), in all cases as directly applicable to a specific Licensed Product in the Profit - ShareTerritory . The Marketing Costs shall also include activities related to obtaining reimbursement from payers and costsof sales and marketing data, in all cases only as directly applicable to a specific Licensed Product in the Profit - ShareTerritory . The Marketing Costs will specifically exclude the costs of activities that promote either Party ’s business asa whole without being product specific ( e.g., corporate image advertising )