another definition in the dictionary:

Gatekeepers-people within organisations who can control the flow of information to members of the buying centre. See Buying Centre.

Salary_Plan-a salesforce compensation method in which salespeople are paid a straight salary, a salary plan approach provides security and stability but may not provide the incentive associated with commission payments. See Straight Salary.

The letter 'S' words

ror
a measure of the extent to which the chosen sample in a marketing research study can be expected to ...

Safety_Needs
the desire of humans for safety, shelter, security and warmth. See Maslow's Hierarchy of Needs. ...

Safety_Recall
the request by a manufacturer for the return of a particular batch or model of a product (for repair ...

Safety_Stock
a level of stock over and above expected requirements held in inventory as a precaution against unus ...

Salary_Plan
a salesforce compensation method in which salespeople are paid a straight salary, a salary plan appr ...

Sales_Administr
a marketing control measure used to determine whether the amount spent on sales administration in a ...

Sales_Agents
see Outside Sales Facilities. ...

Sales_Analysis
the break-down of sales figures by region, product, customer, market, etc. for a given period as a c ...

Sales_Aptitude_
tests used to determine the suitability of applicants for positions in the sales force. ...

Sales_Branch
a manufacturer's office established simply to facilitate sales, no manufacturing is done at this loc ...

Sales_Calls
the visits salespeople make to a buyer's premises in order to sell their companies' products. ...

Sales_Contests
sales promotions aimed at members of a company's sales force, sales contests are competitions design ...

Sales_Effect_of
the effectiveness of an advertisement or advertising campaign in boosting sales of a product, genera ...

Sales_Effect_Re
marketing research to assess the effect an advertisement or some other promotional activity is havin ...

Sales_Engineer
a salesperson hired primarily for engineering knowledge or strong technical skills. ...

Sales_Force_Com
a method of forecasting future demand for a product by adding together what each member of the sales ...

Sales_Force_Mix
the mix of individual territory representatives, national account sales teams, telemarketers, etc in ...

Sales_Forecast
an estimation of the likely volume of sales, measured in dollars and units, for a future planning pe ...

Sales_Itinerary
a written schedule of planned sales calls, specifying the date, location and objective of each call. ...

Sales_Kit
a collection of sales materials, such as brochures, calendars, signs and posters, prepared to explai ...

Sales_Leads
telephone inquiries, letters, responses to advertising or direct mail, etc that direct a salesperson ...

Sales_Literatur
printed materials (brochures, catalogues, price lists, etc.) to be used as selling aids. ...

Sales_Managemen
the process of planning, organising, controlling and evaluating the activities of the sales force. ...

Sales_Manual
a set of printed materials containing product descriptions and related information for the guidance ...

Sales_Office
premises of a organisation used as a base for all or part of the sales team but not for carrying inv ...

Sales_Orientati
see Selling Concept. ...

Sales_Party
a form of non-store retailing in which a manufacturer's products are displayed, for group selling, a ...

Sales_Personnel
identifying appropriate sources of sales personnel and attracting applicants to the firm. ...

Sales_Planning
the assessment of the current situation in a sales region, the setting of objectives, the formulatio ...

Sales_Potential
an organisation's expected sales of a product in a given market for a specified period, the share of ...

Sales_Presentat
a salesperson's persuasive demonstration or display of a product to a prospective buyer in order to ...

Sales_Promotion
a form of promotion which encourages customers to buy products by offering incentives, such as conte ...

Sales_Promotion
a marketing control measure used to determine whether the amount spent on sales promotion was excess ...

Sales_Quota
a sales assignment, goal or target set for a salesperson in a given accounting period, commonly used ...

Sales_Quota
the expected level of sales for a territory in a given period, a sales quota is the expression of a ...

Sales_Rally
a meeting or conference held specifically to motivate members of the sales team to greater efforts w ...

Sales_Report
a salesperson's detailed record of sales calls and results for a given period, typically, a sales re ...

Sales_Represent
a salesperson, an individual employed to sell goods on behalf of a producer or some other member of ...

Sales_Resistanc
anything the prospective buyer says or does to prevent or delay the salesperson from closing the sal ...

Sales_Response_
a measure of the likely level of sales in a given period at different levels of expenditure on any o ...

Sales_Tactics
the planned day-to-day activities of the sales team when implementing the strategies it hopes will a ...

Sales_Tasks
the job activities carried out by salespeople, these may include direct selling tasks (making produc ...

Sales_Territory
the specific region or group of customers for which a salesperson has direct responsibility. ...

Sales_Territory
a method of evaluating sales territory performance in which a model depicting the environmental fact ...

Sales_Training
formal or informal coaching in sales methods, product knowledge, and account handling given to a sal ...

Sales_Volume
the total revenue produced or the total number of units of a product sold in a given period. ...

Sales_Volume_An
a detailed study of an organisation's sales, in terms of units or revenue, for a specified period, t ...

Sales_Wave_Expe
a technique used to test consumer reaction to new products prior to full-scale commercialisation, ne ...

Sale_Advertisin
advertising, common in retailing, which announces the sale of products at temporarily or permanently ...

Sale_of_Goods_A
various state legislation aimed at safeguarding consumers by ensuring that goods offered for sale ar ...

Samples
products distributed free of charge to prospective buyers to promote future purchases. ...

Sampling
a promotional activity in which consumers are allowed to experience a good or service free of charge ...

Sampling_Frame
the source from which sampling units (respondents) are chosen in a marketing research study, commonl ...

Sampling_Plan
a scheme outlining the group (or groups) to be surveyed in a marketing research study, how many indi ...

Sampling_Princi
the idea that a small number of randomly chosen units (the sample) of a total population (the univer ...

Sampling_Unit
the individual members chosen from a total population as respondents in a marketing research study. ...

Satisficing
a planning philosophy implying a firm's intention to continue to carry on its present operations in ...

SBU
abbrev. Strategic Business Unit. ...

Scaled_Response
questions requiring respondents to a survey to rate a company, product, service, etc. on a scale pro ...

Scanner_Systems
electronic equipment which allows product bar codes to be read, the information recorded by the scan ...

Scanning
see Environmental Scanning. ...

Scrambled_Assor
an assortment strategy in which a reseller decides to carry dissimilar or unrelated lines to generat ...

Scrambled_Merch
see Scrambled Assortment. ...

Screening
an early stage in the new product development process when ideas for new products are sifted or scre ...

Screening_Inter
an early stage in the sales hiring process when supervisors meet with applicants to arouse further i ...

Seasonal_Discou
a reduced price to encourage the purchase of a particular product in the off-season, perhaps better ...

Seasonal_Foreca
the adjustment of monthly forecasts based on time series projections of historical data to take acco ...

Seasonal_Stock
inventory additional to expected needs kept in case of an unusually heavy seasonal demand or for pro ...

Secondary_Data
information that is obtained from previously published materials, such as books, magazines, newspape ...

Secondary_Packa
a box or other protective wrapping in which the product in its primary package is kept until ready f ...

Secondary_Resea
the collection of marketing research data using previously published sources. See Primary Research. ...

Segmentation_Ba
geographic, demographic, psychographic and behaviouristic - upon which a heterogeneous market can be ...

Segmentation_St
specific marketing approaches available to, or taken by, a firm in relation to the market segment or ...

SELECT
acronym for Situation analysis, Explicit statement of the problem, Laying out the research design an ...

Selective_Adver
advertising intended to create demand for a specific brand rather than for the whole product categor ...

Selective_Bindi
the customising of magazines and similar print media for specific groups of subscribers and advertis ...

Selective_Deman
demand for a specific brand within a particular product class. ...

Selective_Disto
the perceptual process which occurs when people subconsciously try to make new information fit their ...

Selective_Distr
making a product available in more than one outlet, but not in as many as are willing to stock it, a ...

Selective_Expos
the perception by an individual of certain, more relevant, facts or advertisements but not of others ...

Selective_Perce
see Selective Exposure. ...

Selective_Reten
the perceptual process in which people subconsciously are most apt to remember information that conf ...

Selective_Selli
see Selective Distribution. ...

Self_Liquidator
a form of consumer sales promotion in which money and proof of purchase of a product (package tops, ...

Seller_s_Market
a market in which there is a shortage of particular goods or services for sale. ...

Selling_Agent
see Agent. ...

Selling_Concept
the philosophy or orientation of an organisation which emphasises aggressive selling to achieve its ...

Selling_Formula
various formulae used by salespeople to guide their presentations to buyers. See AIDA, Formula Selli ...

Selling_In
the process of educating the salesforce and distributors to sell a new product as part of the prepar ...

Selling_Process
the separate, but related, stages forming the activity of personal selling, these include preapproac ...

Selling_Proposi
see Unique Selling Proposition. ...

Selling_Up
a practice in selling aimed at convincing the customer to buy a higher-priced item than the one orig ...

Sell_In
see Selling-In. ...

Sell_Off_Period
the duration of a particular sales promotion, the time from the launch of the sales promotion to the ...

Sell_Through_Qu
the quantity of merchandise required for a sales promotion. ...

Semantic_Differ
a rating scale technique using pairs of words of opposite meaning. ...

Seminar_Selling
bringing together a number of prospective buyers at the same time for a sales presentation. ...

Sender
the originator of the message in the communication process, also called the Source. See Communicatio ...

Sensory_Retaili
a recent trend in retailing in which the retailer attempts to position the store and attract custome ...

Sequential_Segm
the division of a heterogeneous market into relatively homogeneous groups on one basis (for example, ...

Served_Market
that part of the total market which a company decides to target, also called the Target Market. ...

Service
an intangible product, any product offering that is essentially intangible. ...

Services_Charac
the features of services that distinguish them from tangible products, these are intangibility, vari ...

Services_Market
the marketing of intangible products, such as hairdressing, cleaning, insurance and travel. ...

Services_Sellin
the selling of intangible products. ...

Service_Firm_Sp
a system of service product delivery in which an organisation producing a service (eg. car rental, r ...

Service_Form_Co
organisations offering products of different types which can help an individual to fulfil a particul ...

Service_Heterog
see Variability. ...

Service_Insepar
see Inseparability. ...

Service_Intangi
see Intangibility. ...

Service_Managem
the equivalent of a product management system for service organisations. ...

Service_Mark
a mark, sign, symbol, slogan, etc. that performs the same function for a service as a trademark does ...

Service_Mix
the range of services offered by a services marketing company. ...

Service_Perisha
see Perishability. ...

Service_Sector
the part of industry or business which deals with the marketing and selling of intangible products r ...

Service_Variabi
see Variability. ...

Shelf_Facings
the number of units of a product that are visible at the front of a retail store shelf, generally, h ...

Shelf_Fee
See Slotting Allowance. ...

Shelf_Life
the period of time in which a product can remain on display in a retail store before the expiration ...

Shelf_Managemen
the process of determining the number and location of shelf facings in a retail store. See Shelf Fac ...

Shelf_Talker
a sign or tag used in a retail store to focus customer attention on a promoted product, especially u ...

Shipping_Packag
outer packaging (cartons, for example) in which products are packed for storage and transport. See P ...

Shopping_Goods
consumer goods that the customer typically compares for suitability, quality, price, features, etc. ...

Short_Run_Avera
the average cost per unit of production of a set or group of products in the short term. Note that i ...

Short_Term_Prof
a pricing objective in which a firm aims to make as much profit as possible as quickly as possible, ...

Shrinkage
a term used in retailing to refer to the theft of merchandise by customers and employees, measures t ...

Significance
see Substantiality. ...

Silent_Close
a closing technique in which the salesperson presents or demonstrates the product to the prospective ...

Simple_Random_S
a sample in which each member of the population has an equal chance of being chosen. ...

Simulated_Store
a form of pre-testing of new product introductions prior to full-scale commercialisation, to study t ...

Singles_Market
a market segment, regarded as both a lifestyle and a demographic category, which includes widowed an ...

Single_Brand_Na
a brand name which is not accompanied by any other family or corporate brand name, for example, 'Sur ...

Single_Line_Sto
a retail store selling a wide assortment of goods in a basic line, such as women's clothing, hardwar ...

Single_Niching
a strategy followed by companies which operate in only one market niche. See Market Niche, Multiple ...

Single_Product_
the decision by a producer to offer only one product variant with few, if any, options. ...

Single_Source_D
marketing research information, collected from the same source - by people-meters and scanning devic ...

Single_Zone_Pri
see Delivered Pricing, Uniform Delivered Price. ...

Sink_or_Swim_Sa
the practice of throwing new sales recruits straight into the field without formal training so that ...

Situation_Analy
the process of gathering information on the internal and external environments to assess the firm's ...

Skimming
see Market Skimming Pricing. ...

Skim_the_Cream_
see Market Skimming Pricing. ...

SKU
abbrev. Stock-Keeping Unit. ...

Sliding_Commiss
a compensation method in which salespeople are paid commissions at a changing rate depending on the ...

Sliding_Down_th
a pricing method in which the initial price is set at the highest possible level and then gradually ...

Slippage
in sales promotion, the percentage of purchasers who fail to redeem an offer made with the purchase. ...

Slotting_Allowa
a fee paid by a manufacturer to a supermarket chain for shelf space for a new product, also referred ...

Small_Order_Pro
the problem of coping with sales orders which are so small that the cost of filling them offsets the ...

Smart_Card
an ultra-thin card, similar to a bankcard or credit card, containing computer chips capable of recei ...

Social_Audit
a review and evaluation of the social benefits and social costs pertaining to a particular product. ...

Social_Class
the level of society to which an individual belongs, Australians, generally, perceive themselves as ...

Social_Marketin
the design, implementation and control of marketing activity intended to promote social causes or id ...

Social_Responsi
the recognition by marketers that the well-being of society and customer satisfaction are as importa ...

Social_Risk
concern or uncertainty in the buyer's mind that the purchase of the product under consideration will ...

Sociocultural_E
that part of the firm's external marketing environment in which social or cultural changes (that is, ...

Socioeconomic_V
factors of a social and economic nature (occupation, income, etc) which indicate a person's status w ...

Soft_Sell
a low-pressure selling situation, a selling situation in which the buyer has no feeling of being coe ...

Sole_Survivor
the final stage in the family life cycle, two sub-categories are used by marketers in examining cons ...

Solitary_Surviv
see Sole Survivor. ...

Solo_Mailing
a database innovation in which a customised marketing piece is prepared to appeal to one individual' ...

Source
see Sender. ...

Source_Attracti
in personal selling, the likeability or personableness of the salesperson. ...

Source_Credibil
in personal selling, the believability of the salesperson. ...

Source_Objectio
an objection by a prospective buyer levelled against the firm represented by the salesperson. ...

Speciality_Merc
a wholesaler that specialises in one product line (or a few product lines) but carries the line or l ...

Speciality_Reta
retail stores offering limited, specialised lines but carrying a deep assortment within the lines. ...

Specialty_Adver
an advertiser's message printed on small items such as diaries, note-pads and key-rings, usually to ...

Specialty_Distr
a distributor that concentrates on one product line but carries a deep assortment within the line. ...

Specialty_Goods
consumer goods for which the customer has strong preference and is prepared to search for extensivel ...

Specialty_Store
a retail store typically carrying only one, or part of one, product line but having considerable dep ...

Special_Event_P
reducing prices in retail stores at certain times of the year (e.g. immediately after Christmas) to ...

Special_Interes
groups of consumers with concerns about particular products or product categories, for example, spec ...

Special_Rate
see Commodity Rate. ...

Sponsorship
see Corporate Sponsorship. ...

Sponsor_Trainin
pairing sales recruits with experienced salespeople who are responsible for their training in the fi ...

Spotter
a person who receives a fee for providing a salesperson with leads to prospects to whom sales are ma ...

Spot_Buy
in advertising, the buying of media time in a few selected markets only. ...

Spreadsheet
an accountant's worksheet, electronic spreadsheets consist of a grid of rows of columns enabling spe ...

Spreadsheet_Ana
the analysis of data using special computer software to anticipate marketing performance under a giv ...

SRO_Technique
see Standing Room Only. ...

Stabilising_Pri
a price set for a product with the intention of keeping prices steady within an industry in order to ...

Stagflation
a term coined to describe a situation which exists in an economy when high unemployment and rising p ...

Standardised_Ma
a strategy employed by a multinational company in attempting to use one marketing mix to sell its pr ...

Standard_Produc
categories into which products are grouped using formal systems such as the Australian Standard Indu ...

Standard_Test_M
a form of test market in which the company selects a small number of representative cities in which ...

Standing_Room_O
a closing technique in which the salesperson tries to get a quick commitment to a purchase by tellin ...

Staples
a sub-category of convenience goods consisting of frequently purchased foodstuffs. See Convenience G ...

Starch_Readersh
a technique for post-testing advertising effectiveness devised in 1923 by Daniel Starch, at that tim ...

Stars
products in the portfolio characterised by high market share in a rapidly growing market. See Boston ...

Stated_Objectio
the reason given by a prospective buyer for not accepting the product offered, the stated objection ...

State_of_Being_
see Demographics. ...

State_of_Mind_S
see Psychographics. ...

Statistical_Ban
a range of statistical techniques used in analysis in a marketing information system to discover the ...

Status_Quo_Stra
a reactive marketing strategy characterised by a desire to avoid confrontation with competitors, the ...

Steering_Contro
a system of marketing control in which allows for the detection of unsatisfactory marketing performa ...

Stimulational_M
marketing activity intended to stimulate demand for a product among those who are neither aware of i ...

Stimulus_Respon
an approach to selling which relies on the salesperson's ability to say the right thing (stimulus) i ...

Stocking_Allowa
see Slotting Allowance. ...

Stockless_Purch
a practice in which the vendor retains responsibility for carrying the bulk of the inventory and sup ...

Stockturn_Rate
a measure of the operating efficiency of a business, it indicates the 'turn over' (that is, sales of ...

Stock_Keeping_U
see Product Item. ...

Stock_Point
the level at which stock needs to be re-ordered. ...

Stock_Taking_Un
see Product Item. ...

Stock_Turnover_
see Stockturn Rate. ...

Store_Atmospher
see Atmospherics. ...

Store_Audit
a source of retail store information collected by marketing research firms (A.C.Neilson, for example ...

Store_Decor
see Atmospherics. ...

Store_Image
see Atmospherics. ...

Storyboard
a tool used in planning a television commercial, a poster showing a series of miniature television s ...

Straight_Rebuy
a purchase in which the customer buys the same goods in the same quantity on the same terms from the ...

Straight_Salary
a compensation method in which a salesperson receives salary but no commission on sales. See Salary ...

Strategic_Contr
the regular and systematic checking that the company's strategies are appropriate to its marketing o ...

Strategic_Gap
the difference between a company's profit objectives for a given future period and its projected lev ...

Strategic_Group
any group of companies which pursue the same clear strategies to achieve their marketing objectives. ...

Strategic_Marke
a philosophy, focus, orientation or concept which emphasises the proper identification of marketing ...

Strategic_Marke
a plan outlining marketing opportunities matched to the resources and abilities of the company. ...

Strategic_Plann
the process of determining the company's objectives and courses of action and the allocation of the ...

Strategic_Profi
a tool used to assess a firm's profitability, return on equity is calculated by multiplying the net ...

Strategic_Windo
the point of time at which the right environmental conditions exist for a particular marketing oppor ...

Stratified_Samp
a form of probability sample where respondents are chosen from a random sample of homogeneous sub-gr ...

Street_Money
see Slotting Allowance. ...

Strengths,_Weak
see SWOT, SWOT Analysis.. ...

Strip_Centre
a shopping centre in which the stores are located along a suburban roadway. ...

Style_Flexing
a deliberate attempt on the part of a salesperson to adjust his or her communication style to suit t ...

Subcultures
broad groups of consumers within a society's culture having similar values which distinguish them fr ...

Subliminal_Perc
the receipt and interpretation of stimuli received through the senses at a subconscious level. ...

Suboptimisation
a situation occurring in large companies when departmental or divisional leaders attempt to achieve ...

Substantiality
one of the four major requirements (with accessibility, actionability and substantiality) for useful ...

Substitute_Prod
products that buyers perceive as having some characteristics and utilities in common (for example, p ...

Suggestion_Sell
a practice in which the salesperson seeks to increase the value of the sale by suggesting related li ...

Suggestive_Sell
see Suggestion Selling. ...

Summative_Close
a closing technique in which the salesperson summarises the features and benefits of the product of ...

Super_Specialit
a retail store selling only one line of a very superior quality product or offering a very superior ...

Suppliers
individuals or organisations from which businesses purchase the goods and services they require to o ...

Survey
a method of obtaining primary data in a marketing research study by the use of interviews, either fa ...

Survey_of_Buyer
a forecasting technique in which known purchasers of a product are asked to predict their requiremen ...

Suspects
sales prospects who have not yet been qualified, sales leads. See Qualifying the Prospect, Sales Lea ...

Sustainable_Com
the competitive edge sought by a firm which will allow it to satisfy customer needs while maintainin ...

Sweepstakes
a type of consumer sales promotion in which purchasers of a particular product are given an opportun ...

SWOT
acronym for Strengths, Weaknesses, Opportunities and Threats. ...

SWOT_Analysis
an examination of the internal environment of a firm (mission, objectives, strategies, resources, tr ...

Symbiotic_Marke
a marketing method in which one manufacturer sells its finished product to another for resale under ...

Synchromarketin
marketing activity intended to shift the pattern of demand to that it equates more suitably with the ...

Syncratic_Decis
a purchase decision in which both husband and wife have equal influence. See Autonomic Decision. ...

Syndicated_Mark
marketing research agencies which specialise in gathering consumer and product information and selli ...

Synergy
see Marketing Synergy. ...

Systematic_Samp
a sample drawn strictly according to a pre-determined formula, for example, every eighth, or twelfth ...

Systems_Buying
buying a complete solution to a problem or need rather than a number of component parts, for example ...

Systems_Selling
iltration equipment, pool chemicals, etc. See Systems Buying. ...

S_Type_Response
a response to an advertisement or an advertising campaign which is slow to take effect but gradually ...

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The letter 'S' words

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