MARKETING GLLOSSARY (S)

Sales Promotion
A range of techniques used to engage the purchaser. These may include discounting, coupons, guarantees, free gifts, competitions, vouchers, demonstrations, bonus commission and sponsorship.


Sampling
The use of a statistically representative subset as a proxy for an entire population, for example in order to facilitate quantitative market research.


Sandwich Board
Advertising poster carried by a person in public, usually in the form of two displays, one at the front and one at the back, suspended over the shoulder and thus “sandwiching” the carrier.


Scamp
Preliminary design or layout of an advertisement or other promotional material. Also a UK pressure group against offensive advertising (S.C.A.M.P. - Stop Crude Advertising Material in Public).


Screening
The evaluation or testing of a product, and sometimes its 'marketing mix', at various stages in the 'NPD' cycle.


Search Marketing
Promoting a company’s website using internet search engines. Either getting a company website listed in search results (unpaid) or as a listing on the same webpage as the search results (paid).


Segmentation
See 'market segmentation'.


Seminars
One day training sessions involving role play and syndicate group work exercises.


Sensitive Data
Information relating to racial or ethnic origin, political opinions, religious or other beliefs, trade union membership, health, sex life and criminal convictions.


Seven Ss
See 'McKinsey's seven Ss'.


Shallow Linking
Hyperlinking to a website's homepage.


Share of Voice (SOV)
The total percentage that you possess of the particular niche, market, or audience you are targeting.


Shareholder Value
The worth of a company from the point of view of its shareholders. Maximising shareholder value is a common objective for business management.


SINBAD
Single Income, No Boyfriend and Absolutely Desperate - a demographic grouping.


SINDI
Single Independent and Divorced (only applies to women) - a demographic grouping.


SITCOM
Single Income, Two Kids Outrageous Mortgage - a demographic grouping.


Skills Level Analysis Process
An online tool to assess skills of marketing professionals and to measure them against business aims and Objectives.


Skimming
Setting the original price high in the early stages of the product life cycle in an attempt to get as much profit as possible before prices are driven down by increasing competition.


SLAP
Skills Levels Analysis Process, an online tool to assess skills of marketing professionals and to measure them against business aims and objectives.


SLEPT
Socio-cultural, Legal, Economic, Political and Technological - a framework for viewing the 'macro environment'.


SMART objectives
A simple acronym used to set objectives is called SMART objectives. SMART stands for:

1. Specific – Objectives should specify what they want to achieve.

2. Measurable – You should be able to measure whether you are meeting the objectives or not.

3. Achievable - Are the objectives you set, achievable and attainable?

4. Realistic – Can you realistically achieve the objectives with the resources you have?

5. Time – When do you want to achieve the set objectives?


SME
Small to Medium Enterprise. Variously defined: according one EU definition, it must employ under 250 people, have either a turnover of less than EUR 40 million or net balance sheet assets of less than EUR 27 million, and not be more than 25% owned by a larger company.


SME (Small to Medium Enterprise)
Usually defined as organisations with fewer than 250 employees, with medium businesses having 50 to 249 employees and small businesses having up to 49 employees. Small businesses include micro businesses, which can be separately defined as having up to five employees.


SMS
Short Message Service. Text only messages sent by mobile phones, or other compatible devices, over a wireless network.


Social Marketing
The application of marketing concepts and techniques to propagate ideas and behaviours for the social good.


Socially Responsibly Marketing
The concept that marketing should not harm the social environment and that it should work to benefit society in the long term.


Societal Marketing
See ‘Social Marketing’.


SOHO
Small-office/Home-office.


SOSTT
Situation, Objective, Strategy, Tactics and Targets.


Space Maps
See ‘Brand Mapping and Brand Maps’.


SPAM
Unsolicited e-mail, often advertisements sent to a very large number of recipients.


Spin
The attempt to manipulate the depiction of news or events in the media through artful public relations - often used with derogatory connotations.


Sponsorship
Specialised form of sales promotion where a company will help fund an event or support a business venture in return for publicity.


Stakeholder
An individual, organisation or community that has an interest in the strategy and operation of an organisation. Stakeholders may include shareholders, employees, customers, government, local communities, opinion formers, suppliers and partners.


Standard Industrial Classification (SIC) Codes
Codes that identify a business or service according to its primary kind of activity. Two-digit codes are the most general classifications, but most codes use at least four digits to allow more specific industry identifications.


Standard Occupational Classification (SOC) Codes
Codes that identify workers by job function. SOC codes sort occupations into a small number of broad categories, usually using a numerical coding system. The coding within these categories is extended to define narrower categories and job functions.


Star
See ‘Boston Matrix’.


Statements of Marketing Practice (SOMPS)
CIM's grid of marketing competencies required to achieve business aims. CIM's new syllabus structure is mapped out against each marketing level as identified in the grid.
Now called Professional Marketing Standards.


Storyboards
Sequence of sketches designed to show the main elements of a television or cinema commercial.


SUPPIES
Senior Urban Professionals - a demographic grouping.


Supplier Relationship Management (SRM)
Managing relationships with suppliers often through the use of IT systems - compare 'customer relationship management'


Supply (and Demand)
See 'Demand'.


Supply Chain
The network of suppliers, manufacturers and distributors involved in the production and delivery of a product.


SWOT Analysis
A method of analysis which examines a company's Strengths, Weaknesses, Opportunities and Threats. Often used as part of the development process for a marketing plan, or to feed the results of a marketing audit back into a revised plan.


Syndicate Groups
Smaller groups of delegates from a larger main group - usually separated out to work through a practical exercise, eg a role play.