[ Pobierz całość w formacie PDF ]

part of the preparation for its launch; the development of sales kits, briefings on
the target market and competition, and outlining the organisation's plans to
create consumer demand may be involved. See Commercialisation; New Product
Development.
Semantic Differential
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 Communication Process.
Sensory Retailing
a recent trend in retailing in which the retailer attempts to position the store and
attract customers by making a visit to it an exciting visual, auditory, etc.
experience. See Atmospherics.
Sequential Segmentation
the division of a heterogeneous market into relatively homogeneous groups on
one basis (for example, geographically), followed by further segmentation on
some other basis (for example, end-user type).
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.
Service Form Competitors
organisations offering products of different types which can help an individual to
fulfil a particular desire. For example, a person who wants to do a creative hobby
course could enrol in a photography course conducted by the YWCA or a
Marketing, IBA Page 142 of 166
Biswa Prakash Nayak, razabpn@gmail.com
painting course conducted by the Council of Adult Education; these course
providers are service form competitors..
Service Heterogeneity
see Variability.
Service Inseparability
see Inseparability.
Service Intangibility
see Intangibility.
Service Management System
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 for a tangible product.
Service Mix
the range of services offered by a services marketing company.
Service Perishability
see Perishability.
Service Sector
the part of industry or business which deals with the marketing and selling of
intangible products rather than physical goods.
Service Variability
see Variability.
Service-Firm-Sponsored Retail Franchising
a system of service product delivery in which an organisation producing a service
(eg. car rental, restaurants, financial services, etc.) sets up a number of
independently-owned franchised outlets in locations convenient to its customers.
See Franchising.
Services Characteristics
the features of services that distinguish them from tangible products; these are
intangibility, variability, inseparability and perishability. See Inseparability;
Intangibility; Perishability; Variability.
Services Marketing
the marketing of intangible products, such as hairdressing, cleaning, insurance
and travel.
Services Selling
the selling of intangible products.
Shelf Facings
the number of units of a product that are visible at the front of a retail store shelf;
generally, high-volume categories will be allocated more shelf facings than low-
volume categories. See Shelf Management.
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 of its "use by" date. -
Shelf Management
Marketing, IBA Page 143 of 166
Biswa Prakash Nayak, razabpn@gmail.com
the process of determining the number and location of shelf facings in a retail
store. See Shelf Facings.
Shelf-Talker
a sign or tag used in a retail store to focus customer attention on a promoted
product; especially useful in in-aisle promotions when products are difficult to
shelve in special ways.
Shipping Packaging
outer packaging (cartons, for example) in which products are packed for storage
and transport. See Primary Packaging; Secondary Packaging.
Shopping Goods
consumer goods that the customer typically compares for suitability, quality,
price, features, etc. before selection and purchase. See Convenience Goods;
Specialty Goods.
Short-Run Average Cost
the average cost per unit of production of a set or group of products in the short
term. Note that in the long term, the average cost may be lower due to the effect
of experience. See Average Cost; Long-Run Average Cost.
Short-Term Profit Maximisation
a pricing objective in which a firm aims to make as much profit as possible as
quickly as possible; maximum market penetration and long-term profit
considerations are ignored.
Shrinkage
a term used in retailing to refer to the theft of merchandise by customers and
employees; measures to control shrinkage include mirrors, video cameras,
security guards and alarms that sound when tagged merchandise is carried out
of the store.
Significance
see Substantiality.
Silent Close
a closing technique in which the salesperson presents or demonstrates the
product to the prospective buyer and then deliberately stops talking; the
salesperson simply waits for a favourable response from the buyer. See Close.
Simple Random Sample
a sample in which each member of the population has an equal chance of being
chosen.
Simulated Store Test
a form of pre-testing of new product introductions prior to full-scale
commercialisation; to study their behaviour towards the new products,
consumers selected from the target market are asked to shop in test
supermarket facilities into which the new products have been placed.
Single Brand Name
a brand name which is not accompanied by any other family or corporate brand
name; for example, "Surf" washing powder; "Pal" dog food, etc. Sometimes
called an Individual Brand name. See Individual Brand Name; Corporate
Branding; Family Brand; Product Line Brand Name.
Single Niching
Marketing, IBA Page 144 of 166
Biswa Prakash Nayak, razabpn@gmail.com
a strategy followed by companies which operate in only one market niche. See
Market Niche; Multiple Niching.
Single-Line Store
a retail store selling a wide assortment of goods in a basic line, such as women's
clothing, hardware, cosmetics.
Single-Product Strategy
the decision by a producer to offer only one product variant with few, if any,
options.
Single-Source Data
marketing research information, collected from the same source - by people-
meters and scanning devices, for example - that makes it possible to link an
individual's purchasing behaviour to specific media exposure.
Single-Zone Pricing
see Delivered Pricing; Uniform Delivered Price.
Singles Market
a market segment, regarded as both a lifestyle and a demographic category,
which includes widowed and divorced people as well as "never-been-married"
singles.
Sink-or-Swim Sales Training
the practice of throwing new sales recruits straight into the field without formal
training so that they have to learn fast or risk losing their jobs. See Sales
Training.
Situation Analysis
the process of gathering information on the internal and external environments to
assess the firm's current strengths, weaknesses, opportunities and threats and to
guide its goals and objectives. See SWOT Analysis.
Skimming
see Market Skimming Pricing.
Skim-the-Cream Pricing
see Market Skimming Pricing.
SKU
abbrev. Stock-Keeping Unit.
Sliding Commission
a compensation method in which salespeople are paid commissions at a [ Pobierz całość w formacie PDF ]