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| There are 104 entries in the glossary. |
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| daily activity record | a record of a salesperson's activities on a day-by-day basis, showing prospects or customers visited, products presented and results, it may also include reasons for the failure to sell
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| daily sales plan | a record of a salesperson's intended sales calls on a day-by-day basis, listing the prospects or customers to be visited, the objectives of each call, and the anticipated outcomes
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| data | facts or information gathered by the sales person, the marketing department or purchased from an external supplier, typically involving demographic and geographic contact information
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| data base marketing | the use of large collections of computer-based information in marketing; the database listings may be reference databases containing information on specific topics; full databases which contain full transcripts of documents or articles being sought; or source databases which contain listings of names and addresses, etc of prospective customers
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| data mining | this functionality involves the process of discovering meaningful correlations, patterns and trends by sifting through large amounts of customer data, data mining employs pattern recognition technologies, as well as statistical and mathematical techniques
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| deal | common business parlance for the sale or purchase (agreement or arrangement), it is rather a colloquial term so avoid using it in serious company as it can sound flippant and unprofessional
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| dealer incentive | premium or other reward given by a manufacturer to retailers or distributors in return for a specified bulk purchase
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| dealer loader / dealer enhancer | merchandise designed to motivate dealers and distributors to purchase larger quantities of product than they traditionally buy, usually includes a point-of-purchase display |
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| dealer premiums / dealer programs | premiums offered to retailers who meet certain sales or performance standards
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| death of a salesman | a play by the U.S. playwright, Arthur Miller, set in the 1930s, the era of the "selling concept", the play and its central character, Willy Loman, a salesman, are sometimes referred to in sales training material
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| deceptive advertising | advertising intended to deceive consumers with false or misleading claims
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| deceptive packaging | packaging intended to deceive the purchaser, excessive ullage creates the impression that the volume of the contents is greater than it actually is
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| deceptive pricing | the pricing of goods and services in such a way as to cause a customer to be misled, an example of deceptive pricing is bait-and-switch pricing
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| decision maker | a person in the prospect organization who has the power and budgetary authority to agree to a sales proposal, one of the most common mistakes by sales people is to attempt to sell to someone other than a genuine decision-maker, for anything other than a routine repeating order, the only two people in any organization of any size that are real decision-makers for significant sales values are the CEO/Managing Director/President, and the Finance Director, everyone else in the organization is generally working within stipulated budgets and supply contracts, and will almost always need to refer major purchasing decisions to one or both of the above people, in very large organizations, functional directors may well be decision-makers for significant sales that relate only to their own function's activities
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| decision making | choosing between alternative courses of action using cognitive processes - memory, thinking, evaluation, etc, also called problem solving
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| decision matrix | a tool used in decision making in which the various dimensions of a problem are listed and rated to determine the most appropriate alternative in a particular situation
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| decision tree | a decision-making tool in which alternative options are portrayed graphically as branches on a tree, also referred to as a decision flow diagram
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| decline stage | the final stage of the product life cycle (after introductory stage, growth stage and maturity stage) when sales are dropping because the original need and want have diminished or because another product innovation has been introduced
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| deep assortment | an assortment strategy in which a reseller decides to carry many variants of each product in the range, see assortment strategies, broad assortment, exclusive assortment, and scrambled asssortment
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| deflation | a slowing of the economy characterised by falling prices and wages, the reverse of inflation
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| delayed quotation pricing | an industrial pricing method in which the seller delays quoting a price until delivery, the method protects the seller against cost over-runs and production delays
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| deliverable (s) | an aspect of a proposal that the provider commits to do or supply, usually and preferably clearly measurable
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| delivered pricing | a pricing method in which the final price to the buyer is adjusted to include transportation costs, the seller takes responsibility for arranging delivery but adds the cost to the quoted price, there are four widely used methods of delivered pricing - single-zone pricing, multiple-zone pricing, base-point pricing and freight-absorption pricing
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| demand | a measure of those in a market who wish to buy a product and can afford to do so
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| demand backward pricing | a pricing method in which an estimation is made of the price that customers are willing to pay for a given product, this price is then compared to the per unit cost to see if it meets the firm's profit objectives
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| demand curve | a line drawn on a graph to represent the number of units of a product which will be purchased at any particular price point
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| demand generation | also known as lead generation, see integrated demand generation platform
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| demand-pull approach | developing new products on the basis of market demand rather than on that of company-generated ideas, see product-push approach
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| demo (demonstration) | physical presentation by the sales person to the prospect of how a product works or the services they offer, a demo is usually free of charge to he prospect and used as a tool to help sell the product or service
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| demographic characteristics | variables within a nation's population, such as age, gender, income level, marital status, ethnic origin and education level
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| demographics | the study of, or information about, people's lifestyles, habits, population movements, spending, age, social grade, employment, etc, in terms of the consuming and buying public, anyone selling to the consumer sector will do better through understanding relevant demographic information
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| demography | the study of the range of physical, social and economic characteristics that exist within a population
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| demonstration (demo) | physical presentation by the sales person to the prospect of how a product works or the services they offer, a demo is usually free of charge to he prospect and used as a tool to help sell the product or service
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| deployment | the configuration or arrangement of a sales force into territories on some logical basis
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| depreciation | an allowance made in a balance sheet for wear and tear, a measure of the loss of value of a fixed asset because of use or obsolescence
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| deregulation | the complete or partial removal of government control and restrictions relating to a specific business activity or industry
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| derived demand | demand for raw materials in a producer market which is based on the demand for consumer products, see primary demand
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| desk-to-desk direct marketing | a form of business-to-business selling in which firms purchase and use computer databases to locate potential customers, typically, the databases are compiled by list brokers and are organised according to business type, sales revenue, number of employees, location and telephone area code
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| detailer | a salesperson, especially in the pharmaceutical drug industry, whose primary task is to inform clients about new products
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| deterministic models | a statistical tool used in sales forecasting in which marketing variables, such as price levels, advertising expenditures and sales promotion expenses, are used to predict market share or sales
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| dichotomous question | a closed-ended question in a marketing research questionnaire in which the respondent must choose one of only two possible responses
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| differential pricing | a pricing strategy in which a company sets different prices for the same product on the basis of differing customer type, time of purchase, etc, also called discriminatory pricing, flexible pricing, multiple pricing, or variable pricing
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| differentiate | to communicate specific and valuable benefits of a product or service that a prospect or customer cannot experience elsewhere
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| differentiated marketing | the division of a heterogeneous market into relatively homogeneous segments so that the needs and wants of the different segments may be served more effectively, a segmented approach to marketing
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| differentiated segmentation strategy | one of four possible approaches (with concentrated segmentation strategy, market segment expansion strategy and product line expansion strategy) available to a firm in relation to the segment or segments it wishes to target, in a differentiated segmentation approach a firm operates in several or all segments and targets different products to each
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| diffusion of innovation | the idea that some groups within a market are more ready and willing to adopt a new product than others and that the product is diffused through a society in waves, the groups, in order of their readiness to adopt are innovators (2.5 percent of the population), early adopters (13.5 percent), early majority (34 percent), late majority (34 percent) and laggards (16 percent)
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| direct accounts | large accounts serviced by head office personnel or company executives rather than by salespeople in regional offices, sometimes called house accounts or national accounts
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| direct close | the most straight-forward closing approach, the salesperson simply asks the buyer for an order
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| direct competition | a product or brand which competes in the same product category
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| direct costs | costs which can be attributed directly to the production of a particular product
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| direct denial method | handling a buyer's objection by contradicting it in a "head-on" manner
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| direct mail | a mailing of a package, other print collateral or materials that are targeted directly to a predefined list of customers |
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| direct mail advertising | advertising direct to end-users by sending catalogs or other sales literature through the post |
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| direct marketing | selling to end-users by means other than direct sales contact between salesperson and buyer, the use of catalogues, direct-mail advertisements, etc to sell merchandise and services
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| direct marketing channel | a distribution channel in which no intermediaries are used, a manufacturer sells direct to an end-user, also called a aero level channel
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| direct premium | an item given free with a purchase at the time of the purchase, these include on-packs , in-packs and containers premiums as well as those given separately |
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| direct sales | a sales group employed by the manufacturer who sell to end users, this is the best type of sales channel but is also the most expensive
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| direct selling | selling directly to end-users by means of a sales force
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| direct-response marketing | a form of non-store retailing in which customers order merchandise by mail or telephone and the goods are shipped direct to their homes, also referred to as direct-response selling
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| directive probes | questions posed to prospective buyers to obtain a better understanding of the customer and the customer's business
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| directories | classified lists of names and addresses of individuals and organisations used in selling for prospecting for new accounts and in marketing research as sources of secondary data
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| 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 |
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discipline
Author: Eris | within the context of an organization this means the same as function (i.e. job role) |
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| discontinuous innovation | entirely new-to-the world products made to perform a function for which no product has existed previously
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| 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
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| 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
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| discrete | a type of performance cycle when the performance of the incumbent is limited to a defined performance period without any connection to past or future performance, see cumulative
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| 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
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| 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
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| disposable income | the balance of a person's income after payment of tax liability
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| disqualify | to determine the purchasing potential of a prospect or customer as unlikely and therefore a poor use of sales time
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| dissociative group | groups with whom an individual does not wish to be associated, groups whose use of a product will deter other buyers, see aspirational groups
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| distribution center | a short-term storage center 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
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| 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 and selective distribution
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| distributor | an organization or individual that sells a product made by someone else, sometimes used interchangeably with the words "wholesaler", "reseller", and "VAR"
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| district sales manager | a sales manager with responsibility for the sales activities within a particular region or district
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| divergent acquisition | diversification into new or unrelated businesses
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| diversification | a growth strategy in which an organisation takes on new products and new markets at the same time
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| divest strategy | a planned decision to get out of a particular business or product line, to sell off
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| divisibility | the extent to which a new product can be tested in a limited scale purchase, see adoption rate determinants
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| divisional marketing manager | a marketing manager with responsibility for the marketing activities of one of the operating divisions of a company
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| divisional sales manager | a sales manager with responsibility for the sales activities of one of the operating divisions of a company
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| DIY goods | goods produced for the "do-it-yourself" market
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| DOA | dead on arrival - a product received by a client that does not function
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| DOE | depending on experience - used in employment adds
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| dogs | dogs are products with a relatively low market share in a slow-growth market
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| 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
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| door opener | an item of value offered by a salesperson to persuade potential buyers to listen to a sales presentation or to initiate interest in a product or service for a sales call follow-up |
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| door-to-door selling | direct selling in which a salesperson calls on prospective buyers at their homes without appointments
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| 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 inelasticity , and upside elasticity .
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| 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
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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, and two-way stretching
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| DPI | disposable personal income
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| 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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| draw | a form of monetary compensation paid in advance of commissions earned and then applied against the balance of future commissions earned, can be recoverable or non-recoverable, generally used to guarantee personal cash flow to an individual who does not earn a salary
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| drawback | a prospect or customer concern/objection, where the feature the customer is wanting is not available from your product/service/organization
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| drip advertising | limited expenditure on advertising over a relatively long period of time
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| drive | a motivating force or need sufficiently strong to impel a person to seek its satisfaction
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| driver (social style) | one of the four social styles (with amiable, analytical and expressive) commonly used to classify salespeople and their customers, drivers are characterised by high assertiveness and low responsiveness
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| drop error | a mistake made by a company in deciding to abandon a new product idea that, in hindsight, might have been successful if developed, see go error, and new product development
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| drop shipper | a marketing intermediary who receives orders from customers and forwards them to a producer for shipment direct to the customer, the drop shipper takes title to the goods but never actually handles them, also called a desk jobber
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| drummers | a nineteenth century term of American origin for a travelling salesperson
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| dual distribution system | a system of marketing channel company in which a manufacturer uses two approaches simultaneously to get products to end-users, one approach is to use marketing intermediaries, while the other is to sell direct to end-users
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| dumping | a practice in which a firm sells its product cheaply into a foreign market undercutting the domestic price
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Glossary V2.0 |
