Showing posts with label D. Show all posts
Showing posts with label D. Show all posts
Dynamically continuous innovation
A new product entry that is sufficiently innovative to have some disruptive effects on established consumption practices.
Duplication
in the context of media reach this refers to the number of people who use the same medium and could be wasteful. Media may be chosen with least duplication. Also repetition in mailing, perhaps because of a difference in presentation of name, first name spell out or as an initial.
Diffused preferences
This refers to pattern of consumer preferences in terms of various attributes of a product or service. On of the preferences are known as diffused preferences where consumer preferences are scattered indicating that consumers vary greatly in terms of their preferences. In this type of product market the company, which enters first, is likely to position its product in the center of the product preference map to appeal to the most people. If several brands are in the market, they are likely to position throughout the space and try to show real differences to match consumer-preference differences.
Direct-response television marketing
Direct marketing via television, including direct-response television advertising or infomercials and home shopping channels. Direct marketers air television spots, often 60 or 120 second long that persuasively describe a product and give consumers a toll-free number for ordering. Television viewers often come across 30-minute advertising programs, or infomercials, for single product.
Discontinuous Innovation
A dramatically new product entry that requires the establishment of new consumption practices.
Dichotomous questions
Fixed alternative questions in which respondents are asked to indicate which of two alternative responses most closely corresponds to their position on a subject. Often, the two alternatives of interest are supplemented by a neutral alternative, such as “no opinion”, “don’t know”, “both”, or “none”.
Design
A Term of many meanings. In product innovation it usually means the activity of going from the product concept to a finished physical item – technical development phase. The four parts of this design phase are functional/styling design (traditionally called industrial design), technical design, detail design, and manufacturing process design. In Europe, design is sometimes used to encompass the entire product innovation process.
Disproportionate stratified sampling
Stratified sample in which the individual strata or subsets are sampled in relation to both their size and their variability; strata exhibiting more variability are sampled more than proportionately to their relative size, while those that are very homogenous are sampled less than proportionately. This requires that some estimate of the relative variation, or standard deviation of the distribution of the characteristic of interest, within strata be known.
Dual drive
The strategies combination of technology and market as sources for product innovation. Contrasts with market drive and technology drive, innovation are based on at least one specific technical strength of the firm and at least one specific market opportunity.
Dual vertical marketing system
Involves firms engaged in more than one type of distribution arrangement. This enables those firms to appeal to different consumers, increase revenues, share some of their costs, and maintain a good degree of control over their strategy.
Dissonance
Post-choice doubt motivated by awareness that unchoosen alternatives also have desirable attributes or that chosen merchandise may have undesirable attributes.
Disjunctive Rule
One of the types of noncompensatory decision rules in which consumers establish a minimally acceptable cutoff point for each relevant product attribute; any brand meeting or surpassing the cutoff point for any one attribute is considered an acceptable choice.
Disguised observation
It is one of the ways of carrying out marketing research through observation technique. In disguised observation, the respondents are unaware that they are being observed. Disguise enables respondents to behave naturally, because people tend to behave differently when they know they are being observed. Disguise may be accomplished by using one-way mirrors, hidden cameras, or some other device.
Demand chain planning
A concept used in the supply chain management process. Here, a company first thinks it target market and then designs the supply chain backwards from that point in order to
deliver superior value to the target market..
deliver superior value to the target market..
Downmarket/downward stretch
One of the ways a company may stretch its product lines. Here, company may introduce a new product/brand/model on the lower side of the market with lesser features, lower quality, lower price or any other variable.
Decision support system (DSS)
An interactive system of data and decision rules or models designed to assist managers make specific decisions. DSS are integrated systems including hardware, communication network, database, model base, software base, and the DSS user (decision maker) that collect and interpret information for decision-making.
Data preparation
One of the important steps in conducting a marketing research study. Data preparation includes the editing, coding, transcription, and verification of collected data. Each questionnaire or observation form is inspected or edited and, if necessary, corrected. Number or letter codes are assigned to represent each response to each question in the questionnaire.