TermDefinition
DanegeldLiterally “Danish tribute.” A payment made by British and French to Danish Vikings. It was intended to convince the Vikings not to attack their lands.
Data EnhancementA process whereby a customer file has data appended to it (such as age, income, home value) from some external data file. See overlay.
Data entry Also called Keypunching.Entering names and addresses and other data into magnetic media such as tape.
DatabaseMarketing Collecting data on customers and using it to provide recognition and services to customers, resulting in increased customer loyalty and repeat sales.
DBA Database Administrator.A person who controls a marketing database. The DBA should be someone from marketing or sales who has the budget for the database.
DDAA banking term for checking account balances.
De DupeIdentifying and consolidating duplicate names usually done in a merge/purge operation.
Deadweight lossA loss of total surplus relative to a Pareto-efficient allocation.
Dealer TrainingA process whereby dealers are trained to handle your product.
DebtThat which is owed from one party to another.
DebtorA person or firm that owes money to you or your business.
DecileOne tenth of a mailing, usually divided by percentage of response.
Decision-making
Decision making is the process of making choices by identifying a decision, gathering information, and assessing alternative resolutions. Using a step-by-step decision-making process can help you make more deliberate, thoughtful decisions by organizing relevant information and defining alternatives.
DecoyA unique name added to a mailing list used to spot unauthorized use of the list.
Decoy effectConsumers’ purchasing preferences can change when vendors introduce an additional option even when no consumers purchase this item.
Decreasing returns to scaleThese occur when doubling all of the inputs to a production process less than doubles the output. Also known as: diseconomies of scale. See also: increasing returns to scale.
Default riskThe risk that credit given as loans will not be repaid.
Deferred expenseA cost that has been recorded in the accounting records and reported on the balance sheet as an asset until matched with revenues on the income statement in a later accounting period.
Deferred income taxes
Often a liability representing the differences between the income tax expense associated with the revenues and expenses reported on a corporation’s income statements and the actual income tax appearing on the corporation’s income tax returns.
Deferred revenues
A balance sheet liability account that reports amounts received in advance of being earned. For example, if a company receives $10,000 today to perform services in the next accounting period, the $10,000 is unearned in this accounting period. It is deferred to the next accounting period by crediting a liability account such as Unearned Revenues. Next period (when it is earned) a journal entry will be made to debit the liability account and to credit a revenue account.
DeflationA decrease in the general price level. See also: inflation.
Delegation
Delegation is when managers use their authority to assign responsibility to others in their workplace, such as their direct reports or co-workers. Delegating tasks is important because the higher-level strategic planning you’re responsible for takes time and energy. You won’t have either of those if you’re bogged down with busywork.
Demand curveThe curve that gives the quantity consumers will buy at each possible price.
Demand shockAn unexpected change in aggregate demand, such as a rise or fall in autonomous consumption, investment, or exports. See also: supply shock.
Demand sideThe side of a market on which those participating are offering money in return for some other good or service (for example, those purchasing bread). See also: supply side.
Demand side (aggregate economy)How spending decisions generate demand for goods and services, and as a result, employment and output. It uses the multiplier model. See also: supply side (aggregate economy).
Democracy
A political system, that ideally gives equal political power to all citizens, defined by individual rights such as freedom of speech, assembly, and the press; fair elections in which virtually all adults are eligible to vote; and in which the government leaves office if it loses.
Democratic accountabilityPolitical accountability by means of elections and other democratic processes. See also: accountability, political accountability.
Demographic transitionA slowdown in population growth as a fall in death rate is more than balanced by a fall in birth rates.
Demographics
Demographic data usually refers to the data which the Census Bureau or Canada Stats collects on a neighborhood such as income, education level, etc. This data can be appended to a household record. It isn’t necessarily accurate for any particular household since it is the average for households in that block. But it is usually the only data available.
Demsetz auctionA competition that awards the right to perform a service to the lowest bidder.
DepletionThe systematic allocation of the cost of a natural resource from the balance sheet to the income statement.
DepreciationThe reduction in value of assets over time, usually due to wear and tear.
DerivativeA financial instrument in the form of a contract that can be traded, whose value is based on the performance of underlying assets such as shares, bonds or real estate. See also: collateralized debt obligation.
DeterminationDetermination provides guidance and motivation. Determined employees are actively engaged and want the best for themselves, their team and the company. Their determination gives them the drive to push ahead and do better.
Developmental stateA government that takes a leading role in promoting the process of economic development through its public investments, subsidies of particular industries, education and other public policies.
Differentiated productA product produced by a single firm that has some unique characteristics compared to similar products of other firms.
DiffusionThe spread of the invention throughout the economy. See also: diffusion gap.
Diffusion gapThe lag between the first introduction of an innovation and its general use. See also: diffusion.
Digital lineA type of telephone transmission service that is much more reliable than the normal analog line. All data is converted into bits before it is transmitted. A regular telephone line is called an Analog Line.
Diminishing average product of labourA situation in which, as more labour is used in a given production process, the average product of labour typically falls.
Diminishing marginal productA property of some production functions according to which each additional unit of input results in a smaller increment in total output than did the previous unit.
Diminishing marginal returns to consumptionThe value to the individual of an additional unit of consumption declines, the more consumption the individual has. Also known as: diminishing marginal utility.
Diminishing marginal utility
A property of some utility functions according to which each additional unit of a given variable results in a smaller increment to total utility than did the previous additional unit. Also known as: diminishing marginal returns to consumption.
Diminishing returnsA situation in which the use of an additional unit of a factor of production results in a smaller increase in output than the previous increase. Also known as: diminishing marginal returns in production
Direct access
A disk is a direct access device. Tape drives are not direct access because to find data on them, you have to read all the way through thousands of records to find the one you want. With direct access, you have all data stored at particular addresses. You can access each piece of data directly.
Direct cost
The wages and salaries of the employees working exclusively in a manufacturer’s maintenance department are direct costs of the maintenance department. (However, these costs are indirect product costs, since they will need to be allocated to the products manufactured.)
Direct Cost PercentThe percentage of revenue that is applied to the cost of the product plus overhead, fixed costs, etc.
Direct MarketingInteractive marketing that produces a measurable response or purchase. The data is stored on a database.
Direct ResponseAdvertising or promotion that seeks not just to provide information, but to generate an inquiry, order or visit.
Disaster loans
These low-interest loans are offered directly from the SBA and can be used to recover from a declared disaster. Businesses may use disaster loans to repair or replace real estate, machinery and equipment, and inventory and business assets that were damaged or destroyed.
DisclosureAn accounting guideline that requires information pertinent to an investing or lending decision to be included in the notes to financial statements or in other financial reports.
DiscountA reduction in price.
Discount rate
A measure of the person’s impatience: how much the person values an additional unit of consumption now relative to an additional unit of consumption later. It is the slope of the person’s indifference curve for consumption now and consumption later, minus one. Also known as: subjective discount rate.
Discounted cash flow
A method used to value an investment by discounting its future expected cash flows to find their value today, or net present value. The discount rate is chosen to reflect the risk of the investment. Possible discount rates are the weighted average cost of capital or the discount rate from similar projects.
Discounting future generations’ costs and benefitsA measure of how we currently value the costs and benefits experienced by people who will live in the future. Note that this is not a measure of individual impatience about one’s own future benefits and costs.
Discretionary incomeIncome minus taxes and existing obligations.
Diseconomies of scaleThese occur when doubling all of the inputs to a production process less than doubles the output. Also known as: decreasing returns to scale. See also: economies of scale.
Diseconomy of scaleAn increasing marginal cost of production.
Disequilibrium process
An economic variable may change either because the things that determine the equilibrium value of that variable have changed (an equilibrium process), or because the system is not in equilibrium so that there exist forces for change that are internal to the model in question (a disequilibrium process). The latter process applies when the economy moves towards a stable equilibrium or away from a tipping point (an unstable equilibrium).
Disequilibrium rent
The economic rent that arises when a market is not in equilibrium, for example when there is excess demand or excess supply in a market for some good or service. In contrast, rents that arise in equilibrium are called equilibrium rents.
DisinflationA decrease in the rate of inflation. See also: inflation, deflation.
Disk
Magnetic disks are attached to computers. They hold information (records) which can be retrieved very rapidly if the computer knows the address of the information on the disk (Direct Access). In relational databases, the address of records and information within records are kept on indexes which make access to the records very rapid.
Dismal scienceAnother name for economics
Disposable incomeIncome available after paying taxes and receiving transfers from the government.
Disposal costThe expense associated with the lifting of title to an asset. The associated costs may include expenses such as environmental cleanup, transportation and contractual fees.
Distributionally neutralA policy that is neither progressive or regressive so that it does not alter the distribution of income. See also: progressive (policy), regressive (policy).
DistributionsMoney paid out to owners of a corporation or limited liability company.
DiversificationWhen new products, services, customers or markets are added to your company’s portfolio. Diversification usually occurs as a risk reduction strategy.
DividendMoney paid regularly by a company to its shareholders.
DividendOptional reward paid to shareholders if a firm reports particularly high profits.
Dividend paymentsCF can be used to fund dividend payments to investors
DividendsProfits distributed to shareholders of a corporation. In addition to cash, a dividend can also be paid in shares of stock or other property.
Division of labourThe specialization of producers to carry out different tasks in the production process. Also known as: specialization.
DLCUpsells that take place post purchase and are used to add or unlock portions of a software system. The technique is most commonly used for video games.
DNIS
Dialed Number Identification. A system whereby you can learn in a call center what number the incoming callers dialed to reach you. Important because many call centers handle calls from many incoming numbers for many purposes, but use the same bank of agents to take the calls. They have to know what number people were dialing so they can react properly to the call.
Dominant strategyAction that yields the highest payoff for a player, no matter what the other players do.
Dominant strategy equilibriumAn outcome of a game in which every player plays his or her dominant strategy.
Dominant technology
A technology that produces the same amount at lower cost than alternative technologies irrespective of the prices of inputs. It is capable of producing the same amount of output as the alternative technology with less of at least one input, and not more of any input.
DominatedWe describe an outcome in this way if more of something that is positively valued can be attained without less of anything else that is positively valued. In short: an outcome is dominated if there is a win-win alternative.
DoorbusterA product offered at an extreme discount in order to attract potential customers. This quantity of such items are typically limited to very small numbers.
Down paymentA sum of money delivered upfront as partial fulfillment of a loan’s terms. This payment helps reduce the risk of loss that the lender may suffer, should the lendee default.
Down roundA fundraising round in which a startup’s valuation is lower than in previous rounds.
DownsizingMoving a function from a mainframe computer to a smaller computer such as a Mini, a LAN or a PC.
Drip pricingA marketing scheme in which buyer interest is acquired via low advertised prices, but fees and surcharges are added in small increments as the purchasing process progresses.
DUMBA model used for analyzing pricing power. It was created by Adam Juda.
DumpPrinted display of the contents of a tape or data file. You should look at a dump of some records in our customer database to check accuracy.
DumpingA pricing strategy that involves selling a product abroad below the rate of production or the prevailing rate in the producer’s locale.
DuopolyA market dominated by exactly two competing producers. For example, the airplane market is dominated by Boeing and Airbus.
DuplicateThe same name occurring twice or more on the same file. All very large databases contain duplicates because name or address spelling may vary slightly. Good service bureaus can reduce but never totally eliminate duplicates.
Duplication FactorThe % of names on one list that are also on another list. It is a measure of affinity in the lists.
Durable goodA product with a long useful lifespan. Major appliances and cars are two common examples of durable goods.
Dynamic pricingA system that alters prices based upon changes in customer demand. Airline ticketing systems are often used as the classic example of this.