501 Glossary retail mix. Marketing strategy that considers personnel, presentation, and process in addition to the marketing mix. (5) retailer. Business that offers goods to or provides services for individual consumers. (1) revenue. Amount of money a company generates from sales during a specifi c period. (1) rhythm. When all elements of a display help to move the eye smoothly from one item to another. (12) risk management. Process of identifying, assessing, and reducing different kinds of risks. (18) robbery. Theft involving another person, often using force or the threat of violence. (18) S sales process. Series of steps sales associates take to help the customers make satisfying buying decisions. (10) sales promotion. A marketing method that encourages customers to take immediate action, usually to buy products or services. (9) sales return. Merchandise that is brought back to the retailer for a refund or credit. (10) sample. Subset of the targeted population. (4) sans serif font. Type fonts that do not have serifs on letters. (13) scale. A response format that allows researchers to assign numeric value to responses. (4) For the visual merchandising defi nition, see proportion. search engine. Computer program that online visitors use to look for information on the Internet. (14) search engine optimization (SEO). Process of getting a website ranked higher on the results pages when an Internet search is conducted. (14) secondary data. Information, data, and statistics that have already been compiled. (4) self-actualization. Need to fulfi ll one’s own potential through reaching personal goals and contributing to the well-being of others. (5) selling price. Price a customer actually pays for a product after discounts and coupons. (8) selling tasks. Duties performed by sales associates when they are in direct contact with customers. (10) semantic differential scale. Rating scale that contains a range of opposite responses. (4) sender. Person who has a message to communicate. (9) serif font. Type fonts that have short lines near the top and bottom of the long parts of some letters. (13) service greeting. Greeting that immediately offers assistance to the customer. (10) service mix. Range of all services sold by the retailer. (5) service retailer. Business that provides services for a price. (2) services. Activities performed for the benefi t of others, usually for a fee, such as repairing a car or giving a manicure. (1) shareware. Software that can be installed and used at no cost, but usually has a notice screen, time-delayed startup, or fewer features. (17) shoplifter. Person posing as a customer who takes goods from the store without paying for them. (18) shopping bot. Online search tool that compares prices for an item on different websites. (3) shopping cart. Software application that helps online customers select and place items in the cart, pay, and get a receipt for their purchase. (13) short-term goal. Goal that can be achieved in less than one year. (19) site map. Overview of the pages within a website, often in the form of an outline. (14) site usability. Describes how effective a website is for visitors. (13) situational influence. Infl uence that comes from various factors in the general marketing environment. (5) skill. Ability to do something well. (16) SMART goal. Goal that is specifi c, measureable, attainable, realistic, and timely. (19) social greeting. Greeting that acknowledges the customer’s presence in the store. (10) social influence. Infl uence that comes from the society in which a person lives and is acquired from the people around him or her. (5) sole proprietorship. Business owned by one person. (2) solution selling. See feature-benefi t selling. sourcing. Process of fi nding and analyzing potential suppliers of products to be purchased for resale. (17) spam. Any electronic message sent in bulk to people who did not give a company permission to e-mail them. (17) specialty store. Retailer that sells a limited product line, but offers a wide variety of options within the product line, in addition to other related items. (2) splash page. Web page that appears before the website home page. (13) staffing. Process of hiring people and matching them to the best position for their talents. (15)