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Distribution Metrics:Share of shelf: Shelf space refers to the total amount of space that a store has available todisplay the products they sell or the amount of space for one specific product (Cambridge Dictionaries Online, n.d.). The share of shelf space allotted to any one particular product can be calculated by dividing the amount of shelf space for that product divided by the total amount of shelf space available. Ideally one would want to allot a larger portion of their shelf space to the products that sell the best as well as maintaining a larger warehouse inventory of those best-selling products. As the distribution of these products increase, the increased availability of the product combined with the trade support for it results in an increased in market share (Farris, Olver, & De Kluyver, 1988).Communication Metrics:Response rate: For this metric a company is wondering if anyone is reading the material or communication that they are sending. With so much media on the net these days it’s pretty obvious that getting and maintaining your audience’s attention is a challenge. Therefore it’s important to be able to measure the response of your communications efforts and gauge the effectiveness of your communications efforts (Lab Monkey Communications, n.d.).
R.O.4The easiest way for a company to check response rates is through sales ads. If consumersare reading the ads and are interested in the sale offer they will visit the store and hopefully purchase the item being sold. A spike in sales after releasing a sales flyer is a good indicator thatthe communication is being received. However this type of indication is hard to measure and a more direct approach should be considered. A good way to measure the response rate would be to use a customer survey which requests feedback. A company can measure response rates by dividing the number of returned responses by the total number of surveys sent out in a direct mailing type of forum.Application to Rockford OutfittersSales Metrics: Sales growth: Rockford Outfitters tracks their total sales on a monthly basis and discusses their results at the end of the month. Since they’ve been in business for 40 years they have been able to track spikes across their multiple categories of goods sold. For instance, they have been able to use their data to project sales in the types of ammunition they sell based upon the different hunting seasons through the year. They know that they need to increase their inventory of rifle ammunition in September in anticipation for deer season in October.