*

* Channel metrics
*
Performance Possible Measures Applicable Product and
Objective Channel Level

PRODUCT AVAILABILITY

Coverage of relevant Percent of effective Consumer products at

retailers distribution retail level

In-store positioning Percent of shelf Consumer products at

facings or display retail level
space gained
by product,
weighted by store
importance

Coverage of Frequency of sales Industrial products;

geographic markets calls by customer consumer goods at
type; average wholesale level
delivery time

Trained salesmen Number of trained Consumer & industrial goods

salesmen

1-1
*
* Channel metrics
* Performance Possible Measures Applicable Product and
Objective Channel Level

PROMOTIONAL EFFORT

Effective point-of- Percent of stores Consumer products

purchase (POP) using special at retail level
promotion displays and POP
materials, weighted
by importance of store

Effective personal Percent of Industrial products;

selling support salespeople’s time consumer durables at all
devoted to product; channel levels; consumer
number of salespeople convenience goods at
receiving training on wholesale level
product’s characteristics
and applications

Financial position number of payments Consumer & industrial goods

received on time

1-2
*
* Channel metrics
*
Performance Possible Measures Applicable Product and
Objective Channel Level

CUSTOMER SERVICE / TECHNICAL SUPPORT

Installation, Number of service Industrial products,

training and technicians receiving particularly those involving
repair technical training; high technology; consumer
monitoring of durables at retail level
customer complaints

MARKET INFORMATION

Monitoring sales Quality and All levels of

trends, inventory timeliness of distribution
levels, competitors’ information
actions obtained

COST-EFFECTIVENESS

Cost of channel Middleman margins All levels of

functions relative and marketing costs distribution
to sales volume as percent of sales
1-3