Data Analysis The stage in the research process which assesses secondary and/or primary data and relates it to the defined issue or problem.

Data-Base Management The procedure used to gather, integrate, apply, and store information related to specific subject areas. It is a key element in a retail information system.

Data-Base Retailing A way of collecting, storing, and using relevant information on customers.

Data Warehousing A new advance in data-base management whereby copies of all the data bases in a company are maintained in one location and can be assessed by employees at any locale.

Dead Areas Awkward spaces where normal displays cannot be set up.

Dealer Brands See Private Brands.

Debit-Card System A computerized system whereby the price of a good or service is immediately deducted from a consumer's bank account and entered into a retailer's account.

Decentralized Buying Organization Lets purchase decisions be made locally or regionally.

Deferred Billing Enables customers to make purchases and not pay for them for several months, without interest.

Demand-Oriented Pricing An approach by which a retailer sets prices based on consumer desires. It determines the range of prices acceptable to the target market.

Demographics Objective and quantifiable population data that are easily identifiable and measurable.

Department Store A large retail unit with an extensive assortment (width and depth) of goods and services that is organized into separate departments for purposes of buying, promotion, customer service, and control.

Depth of Assortment Refers to the variety in any one goods/service category with which a retailer is involved.

Destination Retailer A retailer to whom consumers will make a special shopping trip. The destination may be a store, a catalog, or a Web site.

Destination Store A retail outlet with a trading area much larger than that of a competitor with a less unique appeal to customers. It offers a better merchandise assortment in its product category(ies), promotes more extensively, and creates a stronger image.

Differentiated Marketing Aiming at two or more distinct consumer groups, with different retailing approaches for each group.

Direct Marketing A form of retailing in which a customer is first exposed to a good or service through a nonpersonal medium and then orders by mail or phone -- sometimes, by computer.

Direct Product Profitability (DPP) Calculated when a retailer finds the profitability of each category or unit of merchandise by computing adjusted per-unit gross margin and assigning direct product costs for expense categories such as warehousing, transportation, handling, and selling. It equals an item's gross profit less its direct retailing costs.

Direct Selling Includes both personal contact with consumers in their homes (and other nonstore locations such as offices) and phone solicitations initiated by a retailer.

Direct Store Distribution Exists when retailers have at least some goods shipped directly from suppliers to individual stores. It works best with retailers that also utilize EDI.

Discretionary Income Money left after paying taxes and buying necessities.

Disguised Survey A technique in which the respondent is not told the real purpose of a research study.

Distributed Promotion Effort Used by retailers that promote throughout the year.

Diversification The way in which retailers become active in business outside their normal operations -- and add different goods and/or service categories.

Diversified Retailer A multiline merchandising firm under central ownership. It is also known as a retail conglomerate or conglomerchant.

Diversionary Pricing A practice used by deceptive service firms. A low price is stated for one or a few services (emphasized in promotion) to give the illusion that all prices are low.

Dollar Control Involves planning and monitoring a retailer's financial investment in merchandise over a stated time period.

Downsizing Exists when unprofitable stores are closed or divisions are sold off by retailers dissatisfied with their performance.

DPP See Direct Product Profitability.

DSD See Direct Store Distribution.

Dual Vertical Marketing System Involves firms involved 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.

Dump Bin A case display that houses piles of sale clothing, marked-down books, or other products.

---

© Prentice-Hall, Inc. A Simon & Schuster Company Upper Saddle River, New Jersey 07458

Legal Statement