Page 238 - Marketing the Basics 2nd

230 glossary
Reach Measure of the effectiveness of an advertising campaign in percentages.
Reference price The price at which consumers believe a product should be sold.
Role A set of activities a person is expected to perform in a partic- ular social setting.
RSS feeds A syndicated feed service that informs subscribers automatically when content has been updated online; stands for ‘really simple syndication’.
Sales force management The analysis, planning, implementation and control of all activities related to the sales force. These activities include crafting the structure of the sales department, delegating the tasks conducted by the salesperson, designing the selling strategies employed by the sales force and all actions related to recruiting, training, compensation and evaluation of the sales force.
Sales myopia Missed sales opportunities due to the firm’s strategy to aggressively sell one product over others.
Sales promotions Monetary incentives to make a purchase immediately.
Sales-task clarity A set of clearly defined responsibilities and expectations for a salesperson.
Search engine optimization (SEO) Involves optimizing web pages to ensure they appear in the top 10 results of search engine indexes for specific keywords.
Search engine marketing (SEM) Involves getting major search engines to display a contextual advertisement in high visibility areas for particular keywords.
Segment A group of customers that share one or many attributes with one another.
Selective distribution A placement strategy that grants more than one vendor the right to distribute a product, but not every vendor.