Thuật ngữ Retail Audit
Để làm marketing, bạn phải hiểu rõ các thuật ngữ marketing bao gồm: Retail Audit, Brand Health Tracking, và Media.
Trong bài này, xin nói về thuật ngữ Retail Audit. Lúc đầu tôi có định viết tiếng Việt để các bạn dễ hiểu. Nhưng sau đó lại nghĩ rằng, các loại research này thường dành cho FMCG và các cty này doanh số trên 1,000 tỷ. Làm nhân viên trong các cty này thường phải sử dụng tiếng Anh. Vậy thôi, dịch các thuật ngữ này ra cho các bạn để làm gì cho mất công. Nếu có thuật ngữ nào các bạn không hiểu có thể viết ở phần comment, mình sẽ trả lời nhé.
Bài viết tương tự:
Thuật ngữ Retail Audit
TY - this year. Represents a period within the current year.
PP - prior period. Represents the period immediately before the current one, e.g. with weekly data to 5 Jun 2005, prior week is w/e 29 May 2005, prior 4-weeks is 4 w/e 8 May 2005 and prior quarter is quarter to w/e 6 Mar 2005.
YA - year ago. Represents the period one year earlier than the current one.
LP - latest period. Represents the latest period in the database.
MAT - moving annual total. Represents the year to the latest period of data, e.g. latest 52 weeks, latest 12 months.
YTD - year to date. Represents the period from the selected start of the year to the latest period in the database, e.g. calendar YTD is the period from January, financial YTD is the period from the first month of the financial year.
SKU - stock-keeping unit. Represents a single product item or barcode.
Total Market - The Total Market data selection is used for the calculation of market shares, which will be shares of this market. Only one selection can be made, which may be a total country, total channel or total region market as appropriate.
Total Product - The Total Product data selection is used for the calculation of product shares, which will be shares of this market. Only one selection can be made, which may be a total subscription, total category or total segment as appropriate.
Value Sales is the total sales for the product expressed in value.
Value Sales YA is the value sales for the product in the same period a year ago.
Value Sales PP is the value sales for the product in the prior period.
+/- Value YA is the absolute change in value sales compared to the same period a year ago. Calculation: Value Sales - Value Sales YA.
+/- Value PP is the absolute change in value sales compared to the prior period. Calculation: Value Sales - Value Sales PP.
Value % Chg YA is the percentage change in value sales compared to the same period a year ago. Calculation: (Value Sales - Value Sales YA) / Value Sales YA * 100.
Value % Chg PP is the percentage change in value sales compared to the prior period. Calculation: (Value Sales - Value Sales PP) / Value Sales PP * 100.
Value % Share is the selected product’s share of value sales for the selected Total Product. Calculation: Value Sales / Value Sales for Total Product * 100.
Value % Share YA is the selected product’s share of value sales for the selected Total Product in the same period a year ago.
Value % Share PP is the selected product’s share of value sales for the selected Total Product in the prior period.
+/- Value % Share YA is the change in the value % share compared to the same period a year ago. Calculation: Value % Share - Value % Share YA.
+/- Value % Share PP is the change in the value % share compared to the prior period. Calculation: Value % Share - Value % Share PP.
Min Value % Share is the lowest value share achieved by the product in the market across the selected time periods. Calculation: Minimum of Value Sales / Value Sales for Total Product * 100.
Max Value % Share is the highest value share achieved by the product in the market across the selected time periods. Calculation: Maximum of Value Sales / Value Sales for Total Product * 100.
Value % Shr Of Trade is the selected market’s share of the product’s value sales for the selected Total Market. Calculation: Value Sales / Value Sales for Total Market * 100.
Value % Shr Of Trade YA is the selected market’s share of the product’s value sales for the selected Total Market in the same period a year ago.
Value % Shr Of Trade PP is the selected market’s share of the product’s value sales for the selected Total Market in the prior period.
+/- Value % Shr Of Trade YA is the change in the value % share of trade compared to the same period a year ago. Calculation: Value % Shr Of Trade - Value % Shr Of Trade YA.
+/- Value % Share Of Trade PP is the change in the value % share of trade compared to the prior period. Calculation: Value % Shr Of Trade - Value % Shr Of Trade PP.
Volume Sales is the total sales for the product expressed in volume, e.g. litres or kilograms.
Volume Sales YA is the volume sales for the product in the same period a year ago.
Volume Sales PP is the volume sales for the product in the prior period.
+/- Volume Sales YA is the absolute change in volume sales compared to the same period a year ago. Calculation: Volume Sales - Volume Sales YA.
+/- Volume Sales PP is the absolute change in volume sales compared to the prior period. Calculation: Volume Sales - Volume Sales PP.
Volume % Chg YA is the percentage change in volume sales compared to the same period a year ago. Calculation: (Volume Sales - Volume Sales YA) / Volume Sales YA * 100.
Volume % Chg PP is the percentage change in volume sales compared to the prior period. Calculation: (Volume Sales - Volume Sales PP) / Volume Sales PP * 100.
Volume % Share is the selected product’s share of volume sales for the selected Total Product. Calculation: Volume Sales / Volume Sales for Total Product * 100.
Volume % Share YA is the selected product’s share of volume sales for the selected Total Product in the same period a year ago.
Volume % Share PP is the selected product’s share of volume sales for the selected Total Product in the prior period.
+/- Volume % Share YA is the change in the volume % share compared to the same period a year ago. Calculation: Volume % Share - Volume % Share YA.
+/- Volume % Share PP is the change in the volume % share compared to the prior period. Calculation: Volume % Share - Volume % Share PP.
Wtd In Stock is the proportion of store turnover that had the product in stock at the time of audit.
Wtd Out Of Stock is the proportion of store turnover that handled the product in the period, but did not have the product in stock at the time of the audit.
Wtd Purchase Dist is the proportion of store turnover that purchased the product in the period.
Wtd Total Stock Dist is the proportion of store turnover that stocked the product during the period, which were either in stock or out of stock at the time of the audit.
Wtd Relative Out Of Stock is the proportion of store turnover handling the product during the period that were out of stock at the time of the audit. Calculation: Wtd Out Of Stock Dist / Wtd Total Stock Dist * 100.
Val S.P.P.D (Wtd) is the average value sales for each percentage point of weighted distribution for the product. Calculation: Value Sales / Wtd Total Stock Dist.
Vol S.P.P.D (Wtd) is the average volume sales for each percentage point of weighted distribution for the product. Calculation: Volume Sales / Wtd Total Stock Dist.
Val Cost Of O.O.S. is an estimation of the value sales that might have been lost due to out of stocks, assuming a similar level of sales. Calculation: (Value Sales / Wtd Total Stock Dist) * Wtd Out Of Stock Dist.
Vol Cost Of O.O.S. is an estimation of the volume sales that might have been lost due to out of stocks, assuming a similar level of sales. Calculation: (Volume Sales / Wtd Total Stock Dist) * Wtd Out Of Stock Dist.
Val Cost Of O.O.S. % Sales is an estimation of the value sales that might have been lost due to out of stocks, assuming a similar level of sales, expressed as a percentage of the sales that were achieved. Calculation: Value cost Of O.O.S. / Value Sales * 100.
Vol Cost Of O.O.S. % Sales is an estimation of the volume sales that might have been lost due to out of stocks, assuming a similar level of sales, expressed as a percentage of the sales that were achieved. Calculation: Volume cost Of O.O.S. / Volume Sales * 100.
Active SKU'S is a count of the number of different items within a category, segment or brand that were sold during the period, using the item level available in the database. Calculation: this fact is calculated by counting the number of database lines for which sales have been recorded. Note - a Total By expression to sum the items must be used for this calculation to work.
Purchases is the total purchased volume for the product.
Purchases YA is the purchases for the product in the same period a year ago
Purchases PP is the purchases for the product in the prior period.
+/- Purchases YA is the absolute change in purchases compared to the same period a year ago. Calculation: Purchases - Purchases YA.
+/- Purchases PP is the absolute change in purchases compared to the prior period. Calculation: Purchases - Purchases PP.
Purchases % Shr is the selected product’s share of purchases for the selected Total Product. Calculation: Purchases / Purchases for Total Product * 100.
Purchases % Chg YA is the percentage change in purchases compared to the same period a year ago. Calculation: (Purchases - Purchases YA) / Purchases YA * 100.
Purchases % Chg PP is the percentage change in purchases compared to the prior period. Calculation: (Purchases - Purchases PP) / Purchases PP * 100.
Total Stock is the total amount of stocks available in the stores. Calculation: Forward Stocks + Reserve Stocks.
Stock YA is the total amount of stocks available in the stores in the same period a year ago. Care should be taken regarding changes in the number of stores in the market when comparing these numbers.
Stock PP is the total amount of stocks available in the stores in the prior period. Care should be taken regarding changes in the number of stores in the market when comparing these numbers.
+/- Stock YA is the absolute change in total stocks compared to the same period a year ago. Calculation: Total Stock - Total Stock YA.
+/- Stock PP is the absolute change in total stocks compared to the prior period. Calculation: Total Stock - Total Stock PP.
Stock % Shr is the selected product’s share of total stocks for the selected Total Product. Calculation: Total Stock / Total Stock for Total Product * 100.
Stock % Chg YA is the percentage change in total stocks compared to the same period a year ago. Calculation: (Total Stock - Total Stock YA) / Total Stock YA * 100.
Stock % Chg PP is the percentage change in total stocks compared to the prior period. Calculation: (Total Stock - Total Stock PP) / Total Stock PP * 100.
Stock To Sales Ratio is the ratio of total stocks to sales. When examined in the latest period this indicates how many periods the current stocks are likely to last at the current selling rate. Calculation: Total Stock / Volume Sales. Viết bởi: Đoàn Trung Thảo P/S: Nếu copy bài sang nơi khác và có chỉnh sửa, vui lòng ghi rõ nguồn và link nhé :)
Bài viết gốc ngày 28/1/2014: https://www.doantrungthao.com/2014/01/thuat-ngu-marketing-retail-audit.html
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