D - Glossary

What is data mining? Data mining is the process of continually digging deeper into the data captured by a marketing intelligence system.

What is a decline stage? A decline stage is the stage of the product or service life cycle in which sales of the product or service are flat or falling.

What is demand? Demand is the amount of a good or service that a purchaser is willing and able to buy for any given price at any given time.

What is a demand drainer? Demand drainer is an activity or event that causes demand to decrease.

What is a demand generator? A demand generator is an organization or event that drives customers into a marketplace. It is an activity or entity that produces demand.

What is a denial? A denial is a response that occurs when a hotel is not able to accommodate a guest due to unavailability of the product or service at the price.

What is Discount Price Leadership? Discount Price Leadership is a marketing and pricing strategy performed by a hotel by setting the lowest rate in the market.

What is discounting? Discounting is the practice of offering special reductions in price.

What is displacement? Displacement is the process of replacing one customer for another.

What is Displacement analysis? Displacement analysis is the practice of determining the total customer worth of competing pieces of business.

What is distinctive competency? Distinctive competency is an operational element which an organization performs so well (or possesses so uniquely) that it distinguishes the organization from its competitors.

What is distribution cost? Distribution cost is the cost of getting a room to market.

What is dynamic packaging? Dynamic packaging is a customer-centric approach to packaging. Hospitality providers may vary the products and services bundled in a package to suit the needs of the individual consumer.

What is Law of Demand? Law of demand is an economic law that states that the quantity of a good or service demanded by buyers tends to increase as the price of that good or service decreases, and tends to decrease as the price increases, all things being equal.

What is Managing Demand? Managing demand is the act of controlling, directing, influencing, and creating consumer purchasing propensity for a specific point in time.

What is Onward distribution? Onward distribution is the conveyance of rates, inventory, and content to various channels through the GDS or through the Internet via switching mechanisms.

What is per diem? Per diem is a term used in the hotel industry meaning per day.