04 - Sales Promotions

Question 1

Formel
Net unit impact

Answer 1

Net unit impact = Retailer incremental lift + Halo effect

Question 2

Formel
Net (profit) impact of a sales promotion

Answer 2

Net (profit) impact = Net unit impact + Promotional/regular margins

Question 3

Bedeutung
Gross lift

Answer 3

Increase in sales through a promotion

Question 4

Bedeutung
Incremental (sales) units

Answer 4

Number of units sold through a sales promotion offer in excess of the estimated number that would have been sold without it

Question 5

Bedeutung
Mass merchants (stores)

Answer 5

Huge retail stores offering a very wide range of product categories such as accessories, clothing, furniture, office equipment, ..

Question 6

Bedeutung
Net sales

Answer 6

The amount of sales generated by a company after the deduction of returns, allowances for damaged or missing goods and any discounts allowed.

The sales number reported on a company’s financial statements (e.g. sales revenue) is a net sales number, reflecting these deductions

Question 7

Formel
Net sales

Answer 7

Net sales = Gross sales revenues - returns - damages - discounts

Question 8

Bedeutung
SKU

Answer 8

stock keeping units (e.g. one joghurt coming in five flavours which all have to be in stock with a certain amount of units)