Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/eBack Matter Glossary © The McGraw−Hill
Companies, 2002G-10 Glossary
Sales territoryA geographic area that is the responsibility of
one salesperson or several working together.
SampleA part of the relevant population.
Scientific methodA decision-making approach that focuses on
being objective and orderly in testingideas before accepting them.
Scrambled merchandisingRetailers carrying any product
lines that they think they can sell profitably.
Search engineA computer program that helps a marketing
manager find information that is needed.
Seasonal discountsDiscounts offered to encourage buyers to
buy earlier than present demand requires.
Secondary dataInformation that has been collected or pub-
lished already.
SegmentersAim at one or more homogeneous segments and
try to develop a different marketing mix for each segment.
SegmentingAn aggregating process that clusters people with
similar needs into a market segment.
Selective demandDemand for a company’s own brand rather
than a product category.
Selective distributionSelling through only those middlemen
who will give the product special attention.
Selective exposureOur eyes and minds seek out and notice
only information that interests us.
Selective perceptionPeople screen out or modify ideas, mes-
sages, and information that conflict with previously learned
attitudes and beliefs.
Selective retentionPeople remember only what they want to
remember.
Selling agentsAgent middlemen who take over the whole
marketing job of producers, not just the selling function.
Selling formula approachA sales presentation that starts
with a prepared presentation outline—much like the prepared
approach—and leads the customer through some logical steps to
a final close.
Selling functionPromoting the product.
Senior citizensPeople over 65.
ServiceA deed performed by one party for another.
Service markThose words, symbols, or marks that are legally
registered for use by a single company to refer to a service offering.
Service wholesalersMerchant wholesalers who provide all
the wholesaling functions.
Shopping productsProducts that a customer feels are worth
the time and effort to compare with competing products.
Simple trade eraA time when families traded or sold their
surplus output to local middlemen who resold these goods to
other consumers or distant middlemen.
Single-line (or general-line) wholesalersService whole-
salers who carry a narrower line of merchandise than general
merchandise wholesalers.
Single-line storesStores that specialize in certain lines of
related products rather than a wide assortment—sometimes
called limited-line stores.
Single target market approachSegmenting the market and
picking one of the homogeneous segments as the firm’s target
market.
Situation analysisAn informal study of what information is
already available in the problem area.
Skimming price policyTrying to sell the top of the market—
the top of the demand curve—at a high price before aiming at
more price-sensitive customers.
Social classA group of people who have approximately equal
social position as viewed by others in the society.
Social needsNeeds concerned with love, friendship, status,
and esteem—things that involve a person’s interaction with oth-
ers.
Social responsibilityA firm’s obligation to improve its posi-
tive effects on society and reduce its negative effects.
SortingSeparating products into grades and qualities desired by
different target markets.
SourceThe sender of a message.
Specialty productsConsumer products that the customer
really wants and makes a special effort to find.
Specialty shopA type of conventional limited-line store—
usually small and with a distinct personality.
Specialty wholesalersService wholesalers who carry a very
narrow range of products and offer more information and service
than other service wholesalers.
Spreadsheet analysisOrganizing costs, sales, and other infor-
mation into a data table to show how changing the value of one
or more numbers affects the other numbers.
Standardization and gradingSorting products according to
size and quality.
StaplesProducts that are bought often, routinely, and without
much thought.
Statistical packagesEasy-to-use computer programs that ana-
lyze data.
Status quo objectives“Don’t-rock-the-pricing-boat” objectives.
StockA share in the ownership of a company.
Stocking allowancesAllowances given to middlemen to get
shelf space for a product—sometimes called slotting allowances.
Stockturn rateThe number of times the average inventory is
sold during a year.
StoringThe marketing function of holding goods.
Storing functionHolding goods until customers need them.
Straight rebuyA routine repurchase that may have been made
many times before.
Strategic business unit (SBU)An organizational unit
(within a larger company) that focuses its efforts on some prod-
uct-markets and is treated as a separate profit center.
Strategic (management) planningThe managerial process of
developing and maintaining a match between an organization’s
resources and its market opportunities.
SubstitutesProducts that offer the buyer a choice.
SupercentersVery large stores that try to carry not only food
and drug items, but all goods and services that the consumer pur-
chases routinely(also called hypermarkets).
SupermarketsLarge stores specializing in groceries—with self-
service and wide assortments.
SuppliesExpense items that do not become part of a finished
product.