Marketing plan glossary s-t
 s
sales forecast
> see objectives chapter (2); section yearly sales forecast
sales plan
Often a quantitative plan describing the sales objectives of each product and or service per month, quarter, season, etc. (reference: management by objectives or MBO).
A sales plan is a part of and is strongly supported by the action plan of a marketing plan.
scamper technique
A technique that can support the shift of current weaknesses into marketing opportunities:
SCAMPER is an acronym: Substitute, Combine, Adapt, Modify-distort, Put to other purposes, Eliminate, Rearrange-reverse,
> see objectives chapter (2); tows-oriented objectives - a practical tip (term is highlighted in red)
secondary information
Related to marketing research,
> see analysis chapter (1); sources of information, table 8 (term highlighted in red)
segmentation, see market segmentation
segmenting by innovators
Introduced under market segmentation when analyzing the past year and can support decision taking when required to establish desired market segments towards next year,
> see analysis chapter (1); market segmentation, table 4 (section 6)
> see objectives chapter (2); desired market segmentation
segmenting by lifestyle
Introduced under market segmentation when analyzing the past year and can support decision taking when required to establish desired market segments towards next year,
> see analysis chapter (1); market segmentation, table 4 (section 5)
> see objectives chapter (2); desired market segmentation
segmenting by loyalty
Introduced under market segmentation when analyzing the past year and can support decision taking when required to establish desired market segments towards next year,
> see analysis chapter (1); market segmentation, table 4 (section 3)
> see objectives chapter (2); desired market segmentation
segmenting by mapping
Introduced under market segmentation when analyzing the past year and can support decision taking when required to establish desired market segments towards next year,
> see analysis chapter (1); market segmentation, table 4 (section 4)
> see objectives chapter (2); desired market segmentation
segmenting by needs
Introduced under market segmentation when analyzing the past year and can support decision taking when required to establish desired market segments towards next year,
> see analysis chapter (1); market segmentation, table 4 (section 2)
> see objectives chapter (2); desired market segmentation
segmenting by the book
Introduced under market segmentation when analyzing the past year and can support decision taking when required to establish desired market segments towards next year,
> see analysis chapter (1); market segmentation, table 4 (section 1)
> see objectives chapter (2); desired market segmentation
service marketing plan
A marketing plan that is prepared for a service or a package of services, but not for a whole company. Often in use in larger corporations in the service industries.
small business marketing plan, see business marketing plan
social marketing plan
Our definition is: "A holistic document that describes the optimal activities that lead into change next year by catering to human needs - in compliance with marketing strategy and objectives that are backed-up by analysis of the past year and followed by control procedures,
> see article managing a non-profit (term highlighted in red)
sources of information, see marketing plan research
standards and procedures
Part of business planning, especially in a new venture or a non-profit - a preparatory phase before preparing a marketing plan or a social marketing plan for the first time,
> see article managing a business (term highlighted in red)
strategic marketing plan
A term often used wrongly - confused with marketing plan strategy or marketing strategy,
> see marketing strategy
strategy
A discipline that originates in winning wars in the Chinese philosophy.
In modern business, marketing strategy is a part of business strategy. Marketing strategy is related to planning marketing objectives as part of a marketing plan,
> see article managing a business (term highlighted in red)
> see objectives chapter (2); marketing strategy
swot analysis
> see analysis chapter (1); swot analysis
> see objectives chapter (2); tows-based objectives
t
tactics
Part of business planning, especially in a new venture or a non-profit - a preparatory phase before preparing a marketing plan or a social marketing plan for the first time,
> see article managing a business (term highlighted in red)
targeted audiences, see market segmentation
tows analysis (not swot)
> see objectives chapter (2); tows-based objectives
You are more than welcome
to share your knowledge and suggest new terms or revise existing ones
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