|
D
Data
the most basic form of knowledge, the result of observations
Database
marketing
an interactive approach to marketing which uses individually
addressable marketing media and channels provide information
to, stimulate demand from and stay close to customers
Data warehousing
(or mining)
the storage and analysis of customer data gathered from
their visits to websites for classificatory and modelling
purposes so that products, promotions and price can be tailored
to the specific needs of individual customers
Decentralization
in international marketing it is the delegation of international
operations to individual countries or regions
Decider
a person who has the authority to select the supplier
Decision-making
unit
a group of persons usually within an organization which
is responsible for the buying decision
Decision-making
process
the stages which organizations and people pass through when
purchasing a physical product or service
Demographic
variable
attributes of consumers such as age, gender and life cycle
Department
stores
retail outlets where related product lines are sold in different
departments
Depth interviews
the interviewing of consumers individually for perhaps one
or two hours with the aim of understanding their attitudes,
values, behaviour and/or beliefs
Derived demand
demand for a particular product which is driven by demand
for a different product, e.g. the demand for joinery is
at least partly derived from the demand for new housing
Descriptive
research
research undertaken to describe customer’s beliefs attitudes,
preferences, behaviour
Differential
advantage
a clear performance differential over competition on factors
that are important to target customers
Differentiated
marketing
a market coverage strategy where a company decides to target
several market segments and develops separate marketing
mixes for each
Differentiated
targeting
offering different products to different segments
Differentiation
focus
where a firm aims to differentiate within one or a small
number of targeted segments
Differentiation
strategy
the selection of one or more customer choice criteria and
positioning the offering accordingly
Diffusion
of innovation
the process by which a new product spreads throughout a
market over time
Direct cost
pricing
the calculation of only those costs which are likely to
rise as output increases
Direct exporting
the handling of exporting activities by the exporting organization
rather than by a domestically-based independent organization
Direct investment
market entry which involves investment in foreign-based
assembly or manufacturing facilities
Direct mail
material sent through the postal service to the recipient’s
house or business address promoting a product and/or maintaining
an ongoing relationship
Direct marketing
(1) acquiring and retaining customers without the use of
an intermediary; (2) the distribution of products, information
and promotional benefits to target consumers through interactive
communication in a way which allows response to be measured
Direct response
advertising
the use of the prime advertising media such as television,
newspapers and magazines to elicit an order, enquiry or
a request for a visit
Discount
houses
Retailers selling products at low prices by bulk buying,
accepting low margins and selling high volumes
Discount
policy
the extent to which reductions from list prices is permitted
Discount
structure
the system of rebates off the list price
Display allowance
money paid to a retailer by a manufacturer for promotional
facilities in store
Distribution
analysis
an examination of movements in power bases, channel attractiveness,
physical distribution and distribution behaviour
Distribution
centres
warehouses operating as central locations for the fast movement
of goods
Distribution
push
the targeting of channel intermediaries with communications
to push the product into the distribution chain
Distributor
an intermediary which takes title to goods and sells them
on to a third party
Distributor
brands
brands created and owned by distributors or retailers
Diversification
the development of new products for new markets
Divest
to improve short-term cash yield by dropping or selling
off the product
DMU
see Decision making unit
Dogs
weak products in low-growth markets
DRTV
direct response television, a method of direct marketing
|
