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see Direct-Response Selling.
Directive Probes
questions posed to prospective buyers to obtain a better understanding of the
customer and the customer's business.
Directories
classified lists of names and adresses of individuals and organisations used in
selling for prospecting for new accounts and in marketing research as sources of
secondary data.
Disaggregated Market
a market in which separate products must be made for each customer because
each has different needs; also referred to as Complete Segmentation. See
Customised Marketing Mix; Market Atomisation Strategy.
Discontinuous Innovation
entirely new-to-the world products made to perform a function for which no
product has existed previously.
Discount
a reduction off the list price offered by a producer to a buyer; five types of
discounts are common: trade, quantity, cash, seasonal and allowances. See
Allowances; Cash Discount; Quantity Discount; Seasonal Discount; Trade
Discount.
Discount House
a retailer specialising in consumer durables and soft goods, attracting customers
with low prices; typically, discount houses operate on low mark-ups and offer a
minimum of customer service.
Discount Store
see Discount House.
Discretionary Income
the balance of a person's income which is available for spending after payment of
the basic necessities of life and fixed commitments such as mortgage, rent and
rates. See Disposable Income.
Discriminatory Pricing
see Differential Pricing.
Diseconomies of Scale
see Economies of Scale.
Disjunctive Model (of Brand Evaluation)
a model used in the study of consumer decision processes to evaluate
alternative brands; the idea that consumers, about to make a purchase, evaluate
competing brands on the basis of one or a few attributes, ignoring their standing
on other attributes. Other models of brand evaluation include the expectancy-
value model, ideal brand model, conjunctive model, lexicographic model and
determinance model.
Display Aids
see Visual Aids.
Display Allowance
a type of trade sales promotion in which buyers are given incentives in the form
of price reductions or merchandise to encourage them to display the items
purchased prominently. See Allowances.
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Disposable Income
the balance of a person's income after payment of tax liability. See Discretionary
Income.
Dissociative Groups
groups with whom an individual does not wish to be associated; groups whose
use of a product will deter other buyers. See Aspirational Groups;
Dissonance
see Cognitive Dissonance.
Distortion
see Selective Distortion.
Distribution Centre
a short-term storage centre located close to a major market to facilitate the rapid
processing of orders and shipment of goods to customers; unlike a warehouse,
the emphasis is on the moving of goods rather than on long-term storage.
Distribution Channels
see Marketing Channels.
Distribution Costs
costs associated with the holding of inventory and the shipment of goods to
customers.
Distribution Intensity
the level of availability selected for a particular product by the marketer; the level
of intensity chosen will depend upon factor such as the production capacity, the
size of the target market, pricing and promotion policies and the amount of
product service required by the end-user. See Exclusive Distribution; Intensive
Distribution; Selective Distribution.
Distribution Management
see Physical Distribution Management.
Distribution Strategy
see Place Strategy.
Distribution-Based Pricing Strategies
pricing methods designed to recover or offset the costs associated with the
shipment of goods to distant customers. See Geographic Pricing.
Distributor's Brand
a brand owned or controlled by an organisation, the primary economic
commitment of which is to distribution rather than production; also called a
private brand or a house brand. See Manufacturer's Brand.
District Sales Manager
a sales manager with responsibility for the sales activities within a particular
region or district.
Divergent Acquisition
difersification into new or unrelated businesses. See Convergent Acquisition;
Diversification.
Diversification
a growth strategy in which an organisation takes on new products and new
markets at the same time. See Growth Strategies; Concentric Diversification;
Conglomerate Diversification; Horizontal Diversification.
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Diversification Risk Model
Divest Strategy
a planned decision to get out of a particular business or product line; to sell off.
Divisibility
the extent to which a new product can be tested in a limited scale purchase. See
Adoption Rate Determinants.
Divisional Marketing Manager
a marketing manager with responsibility for the marketing activities of one of the
operating divisions of a company.
Divisional Sales Manager
a sales manager with responsibility for the sales activities of one of the operating
divisions of a company.
DIY Goods
goods produced for the "do-it-yourself" market.
DMA
See Designated Marketing Area.
Dogs
a product classification used in the Boston Consulting Portfolio Analysis Matrix;
dogs are products with a relatively low market share in a slow-growth market.
See Boston Consulting Group Portfolio Analysis Matrix; Cash Cows; Question
Marks; Stars.
Dollar Volume Quota
a common form of sales assignment, goal or target used to measure a
salesperson's performance; for example, the salesperson may be told that his or
her sales must total $400,000 during the coming year. Other common forms of
sales quotas are unit volume quotas, gross margin quotas, net profit quotas and
activity quotas. See Sales Quota.
Dominant Design
a product configuration which endures; a particular combination of product
features which appears to satisfy the market and survives, without major change,
for some time.
Door-to-Door Selling
direct selling in which a salesperson calls on prospective buyers at their homes
without appointments.
Down-Market Consumers
consumers who habitually look for, and purchase, low-priced rather than more
expensive products. See Up-Market Consumers.
Downside Elasticity
a term used in reference to the sensitivity of consumers to a decrease in the
price of a particular product; downside elasticity means that the demand for the
product increases significantly as the price falls. See Downside Inelasticity;
Upside Elasticity; Downside Elasticity.
Downside Inelasticity
a term used in reference to the sensitivity of consumers to a decrease in the
price of a particular product; downside inelasticity means that there is no
significant increase in demand as the price falls. See Downside Elasticity; Upside
Elasticity; Upside Inelasticity.
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Downward Stretching
introducing a new product into a product line at the lower priced end of the
market. See Product Line Stretching; Upward Stretching; Two-Way Stretching.
DPI
abbrev. Disposable Personal Income.
Dramatisation of Presentation
the vitality given to a presentation or demonstration of a product by a
salesperson to a buyer; presentations can be dramatised by using audiovisual
aids, involving the buyer in the operation of the product, etc.
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