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S-s Advertising and Marketing Glossary > FREE Resources > Glossary: Advertising and Marketing > S-s

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“S”


Sale of Goods Acts: Australian state(s) legislation aimed at safeguarding Australian consumers by ensuring that goods and services offered for sale are of reasonable quality and fit for their intended purpose.

Sales Analysis: the analysis of sales numbers by region, product, customer, market for a given sales period.

Sales Calls: visits by salespeople make to a buyer’s premise in order to sell their company’s products.

Sales Forecast: a best guess future projection based on past sales in a market, measured in dollars and units, for a future planning

Sales Kit: a collection of sales materials, such as; collateral or brochures, scripts, prepared to explain a particular company’s offering to the client

Sales Leads: website leads, phone inquiries, faxes, responses to advertising or direct mail, etc that provide salespeople with prospective customer data.

Sales Management: the process of maintaining, planning, organising, and evaluating the effectiveness of a sales force.

Sales Territory: the specific region or group of customers for which a salesperson has been assigned direct responsibility.

Sales Volume: the Total Revenue produced or the Total Number of Units of a product sold in a given selling period.

Sampling: a promotional activity that allows consumers to experience a good or service free of charge or at a greatly reduced cost. An evolution of this is with Internet Services, that provide Trial Ware, Freemiums, or Base software with limited functionality that requires up-grading at a cost.

Secondary Research: the collection of marketing research data using previously published public sources.

Send: When a marketing agency sends a commercial email this is known as a send or a ‘broadcast’ to the recipients (customers) on the permission based list

Sender: the originator of the message in the communication process

Served Market: that part of the total market which a company decides to target; also known as the Target Market.

Service: an intangible product; any product offering that is essentially intangible.

Services Marketing: the marketing of intangible products, such as; voice services, ISP’s, hairdressing, insurance and travel.

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.

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. Captured through customer database records etc.

Strategic Business Unit (SBU): a separate operating division of a company with some degree of autonomy; commonly referred to as an SBU.

Strategic Marketing Plan: a plan outlining marketing opportunities matched to the resources and abilities of the company.

Strategic Planning: the process of determining the company’s objectives and courses of action and the allocation of the necessary resources to achieve them.

Strengths, Weaknesses, Opportunities, Threats (SWOT Analysis)

SWOT Analysis: an examination of the internal environment of a firm (mission, objectives, strategies, resources, trends, etc) to identify particular strengths and weaknesses, and its external environment (demographic, economic, technological, social and cultural, legal and political, and natural forces) to identify particular opportunities and threats.

Subcultures: broad groups of consumers within a society’s culture having similar values which uniquely distinguish them from the rest of society.