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Marketing Plan Glossary S-T

Marketing plan glossary s-t
click to go to A-Z glossary

 
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 marketing 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


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