7
Channel management
Key concepts covered in this chapter:
- Numeric distribution, ACV distribution, and PCV distribution
- Facings and share of shelf
- Out-of-stock and service levels
- Inventory turns
- Markdowns
- Gross margin return on inventory investment (GMROII)
- Direct product profitability (DPP)
- Online distribution metrics
- Combining search and distribution
- Understanding channel dependencies
Introduction
This chapter discusses measures of the direct effect of push marketing, including increased availability of the brand and products.
If the channel is brick-and-mortar retail, the common measures are Numeric Distribution, ACV, and PCV. These three metrics are measures of the availability enjoyed by the brand or individual products. Numeric Distribution ...
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