Ορολογία Μάρκετινγκ στα αγγλικά. (D)

D Deciders People in the organization’s buying center who have formal or informal power to select or approve the final suppliers.

Decline stage The product life-cycle stage in which a product’s sales decline.

Demand curve A curve that shows the number of units the market will buy in a given time period at different prices that might be charged.

Demands Human wants that are backed by buying power.

De-marketing Marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but only to reduce or shift it.

Demographic segmentation Dividing the market into groups based on demographic variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, and nationality.

Demography The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

Derived demand Business demand that ultimately comes from (derives from) the demand for consumer goods.

Descriptive research Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.

Differentiated marketing A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.

Direct investment Entering a foreign market by developing foreign-based assembly or manufacturing facilities.

Direct-mail marketing Direct marketing through single mailings that include letters, ads, samples, fold-outs, and other “salespeople with wings” sent to prospects on mailing lists.

Direct marketing Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

Direct marketing channel A marketing channel that has no intermediary levels.

Direct-response television marketing Direct marketing via television, including direct-response television advertising or infomercials and home shopping channels.

Discount A straight reduction in price on purchases during a stated period of time.

Discount store A retail institution that sells standard merchandise at lower prices by accepting lower margins and selling higher volume.

Disintermediation The elimination of a layer of intermediaries from a marketing channel or the displacement of traditional resellers by radically new types of intermediaries.

Dissonance-reducing buying behavior Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands.

Distribution channel A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user.

Diversification A strategy for company growth by starting up or acquiring businesses outside the company’s current products and markets.