[ Pobierz całość w formacie PDF ]
being studied.
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.
Sampling Plan
a scheme 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.
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.
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 much the same way as it has always done . See
Adaptivising, Optimising.
SBU
abbrev. Strategic Business Unit.
Scaled Response
questions requiring respondents to a survey to rate a company, product, service,
etc. on a scale provided.
Scanning
see Environmental Scanning.
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 Codes.
Scrambled Assortment
an assortment strategy in which a reseller decides to carry dissimilar or unrelated
lines to generate additional sales; for example, a newsagency 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; Exclusive Assortment.
Scrambled Merchandising
see Scrambled Assortment.
Screening
Marketing, IBA Page 139 of 166
Biswa Prakash Nayak, razabpn@gmail.com
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; New Product
Development.
Screening Interview
an early stage in the sales hiring process when supervisors meet with applicants
to arouse further interest in the most promising and to identify those who are
unsuitable.
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.
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.
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.
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.
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; Shipping Packaging.
Secondary Research
the collection of marketing research data using previously published sources.
See Primary Research.
Segmentation
see Market Segmentation.
Segmentation Bases - the basic dimensions
geographic, demographic, psychographic and behaviouristic - upon which a
heterogeneous market can be divided into relatively homogeneous groups.
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; Differentiated
Segmentation Strategy.
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.
Marketing, IBA Page 140 of 166
Biswa Prakash Nayak, razabpn@gmail.com
Selective Advertising
advertising intended to create demand for a specific brand rather than for the
whole product category or class.
Selective Binding Programs for Advertisers
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.
Selective Demand
demand for a specific brand within a particular product class.
Selective Distortion
the perceptual process which occurs when people subconsciously try to make
new information fit their old ideas about something. See Selective Exposure;
Selective Retention.
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.
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;
Selective Retention.
Selective Perception
see Selective Exposure.
Selective Retention
the perceptual process in which people subconsciously are most apt to
remember information that confirms their previously held attitudes. See Selective
Exposure; Selective Distortion.
Selective Selling
see Selective Distribution.
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.
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 end of the special offer.
Sell-Through Quantity
the quantity of merchandise required for a sales promotion.
Seller's Market
a market in which there is a shortage of particular goods or services for sale.
Selling Agent
see Agent.
Selling Concept
Marketing, IBA Page 141 of 166
Biswa Prakash Nayak, razabpn@gmail.com
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.
Selling Formulas
various formulae used by salespeople to guide their presentations to buyers. See
AIDA; Formula Selling.
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.
Selling Proposition
see Unique Selling Proposition.
Selling Up
a practice in selling aimed at convincing the customer to buy a higher-priced item
than the one originally enquired about.
Selling-In
[ Pobierz całość w formacie PDF ]