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| There are 313 entries in the glossary. |
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| S-type response | a response to an advertisement or an advertising campaign which is slow to take effect but gradually gathers pace, see C-type response
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| safety needs | the desire of humans for safety, shelter, security and warmth, see Maslow's hierarchy of needs
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| safety recall | the request by a manufacturer for the return of a particular batch or model of a product (for repair, replacement or credit) when the product has been found to be defective or unsafe
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| safety stock | a level of stock over and above expected requirements held in inventory as a precaution against unusually heavy demand, delays in supply, etc
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| 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
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| sale |
- exchange of a commodity for money or other consideration
- event at which goods are sold
- rapid disposal at reduced prices of shop's stock at end of season
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| sale advertising | advertising, common in retailing, which announces the sale of products at temporarily or permanently reduced prices
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| sale of goods acts | various state legislation aimed at safeguarding consumers by ensuring that goods offered for sale are of reasonable quality and fit for their intended purpose
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| sales | - the interaction of helping consumers make informed purchasing decisions - the business function responsible for selling the companies products or services to the marketplace the top line of the income statement and the driving force of all organizations - also used to describe the greatest profession in the world
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| sales 2.0 | sales 2.0 is the integration of web based software
and technology with sales methodologies to leverage the effectiveness
and productivity of sales people resulting in increased Sales
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| sales administration-to-sales ratio | a marketing control measure used to determine whether the amount spent on sales administration in a given period was excessive, total expenditure on sales administration is expressed as a percentage of total sales revenue for the same period
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| sales agents | see outside sales facilities
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| sales analysis | the break-down of sales figures by region, product, customer, market, etc for a given period as a control measure
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| sales aptitude tests | tests used to determine the suitability of applicants for positions in the sales force
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| sales branch | a manufacturer's office established simply to facilitate sales, no manufacturing is done at this location
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| sales calls | the visits salespeople make to a buyer's premises in order to sell their companies' products or services
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| sales coaching | a sequence of conversations and activities to provide ongoing feedback and encouragement to a salesperson or sales team member with the goal of improving that person's performance
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| sales consulting | a service offered by an experienced sales executive helping companies identify areas that can increase revenue productivity
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| sales contests | sales promotions aimed at members of a company's sales force, sales contests are competitions designed to boost sales and lift performance by offering awards or prizes to top-achievers in a sales team in a given period
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| sales cycle | the time between first contact with a prospect (customer) to when the sale is made, sales cycle times and processes vary depending on the company, type of business (product/service), the effectiveness of the sales process, and market conditions, the sales cycle is also known as the sales process and the sales gestation period
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| sales dictionary | A listing of sales terms usually presented in alphabetical order. Due to the more "narrow" category of "sales", often referred to as a sales glossary
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| sales effect of advertising | the effectiveness of an advertisement or advertising campaign in boosting sales of a product, generally hard to measure as sales may be influenced by factors other than advertising, such as the product's price, its other features, its availability and the actions of competitors, see advertising effectiveness
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| sales effect research | marketing research to assess the effect an advertisement or some other promotional activity is having, or has had, on sales of the product being advertised, see advertising effectiveness
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| sales encyclopedia | A sales encyclopedia is the broadest category compared to sales dictionary , or sales glossary . It goes beyond a collection of sales terms. One
definition for encyclopedia is “a literary work giving information on all
branches or knowledge or of one subject, usually arranged alphabetically”. In
years past encyclopedia sets were sold by door-to-door salespeople. Today you can find them on the web, a well
known on-line encyclopedia is Wikipedia.org another is Salesopedia.com which is a sales specific encyclopedia.
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| sales engineer | a salesperson hired primarily for engineering knowledge or strong technical skills
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| sales executive | sales vice-presidents or directors of sales
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| sales force automation | term generally used to describe a software solution that assists an organization in managing the sales process, also see customer relationship management |
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| sales force composite | a method of forecasting future demand for a product by adding together what each member of the sales force expects to be able to sell in his or her territory
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| sales force mix | the mix of individual territory representatives, national account sales teams, telemarketers, etc in a firm's total salesforce
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| sales forecast | an estimation of the likely volume of sales, measured in dollars and units, for a future planning period, typically, sales forecasting is done on the basis of past trends, sales force estimations, survey of consumer buying intentions, managerial judgement, or quantitative models
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| sales funnel | describes the pattern, plan or actual achievement of conversion of prospects into sales, pre-enquiry and then through the sales cycle, so-called because it includes the conversion ratio at each stage of the sales cycle, which has a funneling effect, prospects are said to be fed into the top of the funnel, and converted sales drop out at the bottom, the extent of conversion success (i.e. the tightness of each ratio) reflects the quality of prospects fed into the top, and the sales skill at each conversion stage, the sales funnel is a very powerful sales planning and sales management tool
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| sales glossary |
A sales glossary is even further "narrowed" in scope from a sales dictionary or sales encyclopedia . A glossary
is defined a “list and explanations of abstruse, obsolete, dialectal, or
technical terms, partial dictionary.” Salesopedia boasts the most comprehensive
sales glossary on the internet.
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| sales goal | a sales target (in revenue and/or units) for a specified time period... also referred to as a quota, budget or forecast
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| sales incentive program | promotion designed to motivate salespeople to sell a specific product during a promotional period, or achieve a certain percentage of sales increase in a time frame |
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| sales itinerary | a written schedule of planned sales calls, specifying the date, location and objective of each call
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| sales job | a position in which a person sells a product or service for a living
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| sales kit | a collection of sales materials, such as brochures, calendars, signs and posters, prepared to explain a particular promotion to retailers, it will usually include a full advertising schedule
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| sales leads | telephone inquiries, letters, responses to advertising or direct mail, etc that direct a salesperson to a prospective customer
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| sales literature | printed materials (brochures, catalogues, price lists, etc.) to be used as selling aids
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| sales management | the process of planning, organising, controlling, coaching and evaluating the activities of the sales force
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| sales manager | one who supervises, manages, trains, and coaches sales people
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| sales manual | a set of printed materials containing product descriptions and related information for the guidance of sales representatives and their customers
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| sales meeting | a meeting (usually held weekly) to discuss sales pipelines , forecasts , meeting quota , etc
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| sales mindset | state of mind of a successful salesperson - one who understands the power of visualizing success, of believing in themselves and believing in their customers - research has discovered successful sales people are more likely to engage in constructive thinking while unsuccessful sales people are prone to think in counter-productive ways, see cognitive psychology
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| sales office | premises of a organisation used as a base for all or part of the sales team but not for carrying inventory
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| sales orchestration | coordination of events by the sales person to advance the sales process
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| sales organization | a company where everyone recognizes the importance of sales and consciously supports the sales process, the sales representatives have the full support of the organization and service representatives to deliver goods and services in a manner that exceed the customers' expectations |
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| sales orientation | see selling concept
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| sales party | a form of non-store retailing in which a manufacturer's products are displayed, for group selling, at an in-home party
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| sales personnel recruitment | identifying appropriate sources of sales personnel and attracting applicants to the firm
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| sales pipeline | see pipeline
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| sales planning | the assessment of the current situation in a sales region, the setting of objectives, the formulation of strategies and tactics, and the establishment of control and evaluation procedures |
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| sales potential | an organisation's expected sales of a product in a given market for a specified period, the share of the total market that a firm can reasonably expect to attain in a given time, see market potential
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| sales presentation | a salesperson's persuasive demonstration or display of a product to a prospective buyer in order to make a sale
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| sales process | specific methodology used to understand customer needs, present solutions and obtain the purchase commitment
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| sales professional | an individual who sells products or services for a living
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| sales promotion | a form of promotion which encourages customers to buy products by offering incentives, such as contests, coupons, sweepstakes, samples, free gifts and so on, one of the four major elements (with advertising, personal selling and publicity) of the promotion mix
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| sales promotion-to-sales ratio | a marketing control measure used to determine whether the amount spent on sales promotion was on budget, total expenditure on sales promotion in a given period is expressed as a percentage of total sales revenue for the same period
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| sales proposal | see proposal |
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| sales quota | the expected level of sales for a territory or sales person in a given period, a sales quota may include dollar volumes, unit volumes, gross margin, net profit, or activity levels
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| sales rally | a meeting or conference held specifically to motivate members of the sales team to greater efforts with a particular product or product range
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| sales report | a salesperson's detailed record of sales calls and results for a given period; typically, a sales report will include information such as the sales volume per product or product line, the number of existing and new accounts called upon (activities), and the expenses incurred in making the calls, sales report are typically completed weekly, monthly, quarterly and annually, and may include sales forecasts, see call report
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| sales representative | a salesperson, an individual employed to sell goods on behalf of a producer or some other member of a marketing channel by contacting prospective customers and developing in them an interest in the company's products
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| sales resistance | anything the prospective buyer says or does to prevent or delay the salesperson from closing the sale, see objections
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| sales steps | describes the structure of the selling process, particularly the sales call, and what immediately precedes and follows it |
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| sales strategy | the sales organisation's role in adding value, meeting customer expectations, and differentiating from competition
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| sales tactics | the planned day-to-day activities of the sales team when implementing the strategies it hopes will achieve its objectives
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| sales talk | persuasive talk to promote sale of goods or acceptance of an idea
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| sales targets | the level of expected sales performance by an individual sale representative or a sales team over a given time period, which may be weekly, monthly and/or annually |
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| sales tasks | the job activities carried out by salespeople, these may include direct selling tasks (making product presentations to prospective buyers, etc), indirect selling tasks (mailing sales literature to new and prospective accounts, etc) and non-selling tasks (attending sales meetings, writing call reports, etc)
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| sales terms | sales definitions found in a sales encyclopedia , sales dictionary or sales glossary , Salesopedia boasts the most comprehensive collection of sales definitions on the internet
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| sales territory | the specific region or group of customers for which a salesperson or a sales team has direct responsibility |
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| sales territory management | the oversight of a defined area to maximize sales opportunities, service and expand existing customer relationships |
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| sales territory performance modelling | a method of evaluating sales territory performance in which a model depicting the environmental factors that may have impacted upon it, and upon the salesperson assigned to it, is constructed, the model assists a sales manager to better understand the quality of the performance
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| sales training | formal or informal coaching in sales methods, skills, attitudes, product knowledge, and account handling given to a sales representative by another more experienced salesperson, a sales manager or a specialist sales trainer
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| sales volume | the total revenue produced or the total number of units of a product sold in a given period
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| sales volume analysis | a detailed study of an organisation's sales, in terms of units or revenue, for a specified period, the analysis of sales volume (by sales region or territory, industry, customer type, etc) is commonly used as an aid in determining the effectiveness of the selling effort
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| sales wave experiment | a technique used to test consumer reaction to new products prior to full-scale commercialisation, new products are placed in consumer homes to determine the reaction to them, and the rate at which the products are repurchased is tracked
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| sales-response function | a measure of the likely level of sales in a given period at different levels of expenditure on any of the major marketing mix variables
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| salesmanship | the practice of informing and persuading people
or organizations of the value of a purchase and expressing that value
in actual benefits unique to each prospect or customer
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| salvice | the new name for sales and service coined by Clayton Shold, co-founder of Salesopedia, who believes sales and service should be indistinguishable within an organization - to categorize a sales department or a service department does not do the company justice - the salvice department has responsibility for meeting all of he needs of the customer, putting their interests first
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| samples | products distributed free of charge to prospective buyers to promote future purchases
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| sampling | a promotional activity in which consumers are allowed to experience a good or service free of charge or at a greatly reduced cost
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| sampling error | a measure of the extent to which the chosen sample in a marketing research study can be expected to represent the total population on the characteristics being studied
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| sampling frame | the source from which sampling units (respondents) are chosen in a marketing research study commonly used sampling frames are telephone books and electoral rolls
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| sampling plan | a plan outlining the group (or groups) to be surveyed in a marketing research study, how many individuals within the group are to be chosen, and on what basis that choice is to be made
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| sampling principle | the idea that a small number of randomly chosen units (the sample) of a total population (the universe) will tend to have the same characteristics, and in the same proportion, as the population as a whole
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| sampling unit | the individual members chosen from a total population as respondents in a marketing research study
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| satisficing | a planning philosophy implying a firm's intention to continue to carry on its present operations in much the same way as it has always done, see adaptivising and optimising
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| SBU | see strategic business unit
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| scaled response | questions requiring respondents to a survey to rate a company, product, service, etc on a scale provided
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| scanner systems | electronic equipment which allows product bar codes to be read, the information recorded by the scanning devices is used in marketing decision making, including inventory control, see bar code
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| scanning | see environmental scanning
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| SCM | supply chain management |
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| SCR | service center representatives - a term often used to describe individuals working in a service center or call center, taking inbound telephone calls and/or generating outbound calls
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| scrambled assortment | an assortment strategy in which a reseller decides to carry dissimilar or unrelated lines to generate additional sales, for example, a news agency might add indoor plants and housewares to its range of newspapers, stationery and books, also known as scrambled merchandising, see assortment strategies, broad assortment, deep assortment, and exclusive assortment
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| scrambled merchandising | see scrambled assortment
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| screener | the individual in a company or organization who begins the research and evaluates potential products or services for the actual decision maker
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| screening | an early stage in the new product development process when ideas for new products are sifted or screened to identify those that the firm might profitably develop, two broad approaches to idea screening are possible: managerial judgement and customer evaluation, see drop error, go error, and new product development
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| screening interview | an early stage in the sales hiring process when recruiter or sales manager meet with applicants to arouse further interest in the most promising and to identify those who are unsuitable
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| seasonal discount | a reduced price to encourage the purchase of a particular product in the off-season, perhaps better thought of as an "out-of-season" discount, see discount
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| seasonal forecast adjustments | the adjustment of monthly forecasts based on time series projections of historical data to take account of short-term changes in volume caused by seasonal variations
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| seasonal stock | inventory additional to expected needs kept in case of an unusually heavy seasonal demand or for promotional campaigns, also referred to as promotional stock
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| secondary data | information that is obtained from previously published materials, such as books, magazines, newspapers, government census publications and company reports and files, see primary data
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| secondary packaging | a box or other protective wrapping in which the product in its primary package is kept until ready for use, see primary packaging and shipping packaging
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| secondary research | the collection of marketing research data using previously published sources |
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| sector | part of the market that can be describe, categorized and then targeted according to its own criteria and characteristics, sectors are described as vertical referring to industry type or horizontal meaning some other grouping that spans a number of vertical sectors (i.e. geographical grouping or grouping defined by age, size, marital status, etc) |
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| segment | a sub-sector or market niche, a grouping more narrowly defined and smaller than a sector, a segment can be a horizontal sub-sector across one or more vertical sectors
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| segmentation | see market segmentation
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| segmentation bases - the basic dimension | geographic, demographic, psychographic and behaviouristic - upon which a heterogeneous market can be divided into relatively homogeneous groups
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| segmentation strategies | specific marketing approaches available to, or taken by, a firm in relation to the market segment or segments it wishes to target, four specific segmentation strategies are available - concentrated segmentation strategy, market segment expansion strategy, product line expansion strategy and differentiated segmentation strategy, see concentrated segmentation strategy, market segment expansion strategy, product line expansion strategy, and differentiated segmentation strategy
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| SELECT | acronym for Situation analysis, Explicit statement of the problem, Laying out the research design and collecting data, Evaluating the data and making a decision, Creating a plan to implement the decision and Testing the correctness of the decision - a six-step approach to the process of marketing research
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| selective advertising | advertising intended to create demand for a specific brand rather than for the whole product category or class
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| selective binding programs for advertise | the customising of magazines and similar print media for specific groups of subscribers and advertisers, in selective binding programs, same issue of a magazine can be tailored for different audiences
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| selective demand | demand for a specific brand within a particular product class
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| selective distortion | the perceptual process which occurs when people subconsciously try to make new information fit their old ideas about something, see selective exposure and selective retention
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| selective distribution | making a product available in more than one outlet, but not in as many as are willing to stock it, also referred to as selective selling, see distribution intensity
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| selective exposure | the perception by an individual of certain, more relevant, facts or advertisements but not of others, also called selective perception, see selective distortion and selective retention
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| selective perception | see selective exposure
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| selective retention | the perceptual process in which people subconsciously are most apt to remember information that confirms their previously held attitudes, see selective exposure and selective distortion
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| selective selling | see selective distribution
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| self liquidating | the money expended for the product equals the amount of money received for the product
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| self-liquidator | a form of consumer sales promotion in which money and proof of purchase of a product (package tops, labels, etc) are traded in for an item of merchandise, usually sold below normal retail price, also called a self-liquidating premium
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| sell-in | see selling-in
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| sell-off period | the duration of a particular sales promotion, the time from the launch of the sales promotion to the end of the special offer
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| sell-through quantity | the quantity of merchandise required for a sales promotion
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| seller's market | a market in which there is a shortage of particular goods or services for sale (e.g. houses)
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| selling agent | see agent
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| selling concept | the philosophy or orientation of an organisation which emphasises aggressive selling to achieve its objectives, firms characterised by this approach often rely upon pressure selling and manipulative sales techniques to win business
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| selling formulas | various formulae used by salespeople to guide their presentations to buyers, see AIDA
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| selling process | the separate, but related, stages forming the activity of personal selling, these include preapproach, approach, need identification, presentation, handling objections, closing the sale and post-sale follow-up
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| selling proposition | see unique selling proposition
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| selling up | a practice in selling aimed at convincing the customer to buy a higher-priced item than the one originally enquired about
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| selling-in | the process of educating the salesforce and distributors to sell a new product as 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 and new product development
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| semantic differential | a rating scale technique using pairs of words of opposite meaning
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| seminar selling | bringing together a number of prospective buyers at the same time for a sales presentation
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| sender | the originator of the message in the communication process, also called the source, see communications |
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| sensory retailing | a 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 experience, see atmospherics
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| 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)
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| served market | that part of the total market which a company decides to target, also called the target market
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| service | an intangible product, any product offering that is essentially intangible
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| service award program | promotion designed to reward employees for length of service to the company |
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| 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 painting course conducted by the Council of Adult Education, these course providers are service form competitors
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| service heterogeneity | see variability
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| service inseparability | see inseparability
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| service intangibility | see intangibility
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| service level agreement | a sales contract's clause that defines a guaranteed level of service and any penalties or adjustments should the level of guaranteed service not be met by the providing organization, generally used to make the customer more confident about the purchase
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| service management system | the equivalent of a product management system for service organisations
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| service mark | a mark, sign, symbol, slogan, etc that performs the same function for a service as a trademark does for a tangible product
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| service mix | the range of services offered by a services marketing company
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| service perishability | see perishability
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| service sector | the part of industry or business which deals with the marketing and selling of intangible products rather than physical goods
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| service variability | see variability
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| service-firm-sponsored retail franchisin | 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
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| services characteristics | the features of services that distinguish them from tangible products, these are intangibility, variability, inseparability and perishability, see inseparability, intangibility, perishability, and variability
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| services marketing | the marketing of intangible products, such as hairdressing, cleaning, insurance and travel
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| services selling | the selling of intangible products
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| SFA | see sales force automation |
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| 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
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| shelf fee | see slotting allowance
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| 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
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| shelf management | the process of determining the number and location of shelf facings in a retail store, see shelf facings
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| 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
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| shipping packaging | outer packaging (cartons, for example) in which products are packed for storage and transport, see primary packaging and secondary packaging
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| shopping goods | consumer goods that the customer typically compares for suitability, quality, price, features, etc. before selection and purchase, see convenience goods and specialty goods
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| 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 and long-run average cost
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| 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
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| 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
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| SIC | Standard Industry Classification - replaced by the North American Industry Classification System (NAICS)
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| significance | see substantiality
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| 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
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| simple random sample | a sample in which each member of the population has an equal chance of being chosen
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| 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
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| 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, and product line brand name
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| single niching | a strategy followed by companies which operate in only one market niche, see market niche and multiple niching
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| single-line store | a retail store selling a wide assortment of goods in a basic line, such as women's clothing, hardware, cosmetics
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| single-product strategy | the decision by a producer to offer only one product variant with few, if any, options
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| 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 behavior to specific media exposure
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| single-zone pricing | see delivered pricing and uniform delivered price
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| 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
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| 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
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| 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
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| skepticism | when a customer or prospect expresses doubt that your product, service, or organisation will do what the salesperson has indicated it will
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| skim-the-cream pricing | see market skimming pricing
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| skimming | see market skimming pricing
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| SKU | stock-keeping unit, see product item
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| SLA | see service level agreement |
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| sliding commission | a compensation method in which salespeople are paid commissions at a changing rate depending on the quantity sold, see progressive commission and regressive commission
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| sliding down the demand curve | a pricing method in which the initial price is set at the highest possible level and then gradually reduced to attract successive waves of purchasers as demand diminishes
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| slippage | in sales promotion, the percentage of purchasers who fail to redeem an offer made with the purchase
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| slotting allowance | a fee paid by a manufacturer to a supermarket chain for shelf space for a new product, also referred to as the stocking allowance, introductory allowance, shelf fee or street money
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| small order problem | the problem of coping with sales orders which are so small that the cost of filling them offsets the profit
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| small to medium sized business | a small business has less than 20 employees, a medium business has 20 to 199 employees and SME's have less than 200 employees |
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| smart card | an thin card, similar to a bankcard or credit card, containing computer chips capable of receiving, storing and transmitting significant amounts of data with marketing applications
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| SME | see |
