市場營銷方面經(jīng)常用到的術(shù)語.doc

市場營銷方面經(jīng)常用到的術(shù)語銷售&業(yè)務(wù) 2009-02-17 12:59:31 閱讀187 評論1 字號：大中小 市場營銷方面經(jīng)常用到的術(shù)語Terms: YA: Year Ago/去年同期PP: Previous Period/上期CHG: Change/變化MKT: Market/市場PROD: Product/產(chǎn)品VAL: Value/銷售額VOL: Volume/銷售量NUM: Numeric/數(shù)值WTD: Weighted/加權(quán)DIST: Distribution/鋪貨率S.P.P.D.: Sales Per Point of Distribution / 每點銷售額OOS: Out of Stock/缺貨DIFF: Difference/變化PUR: Purchase/進(jìn)貨AVE: Average/平均數(shù)OPP: Opportunity/機會SHR: Share/份額IMPT: Importance/重要性MAT: Moving Annual Total / 滾動年度YTD: Year-To-Date / 截至當(dāng)期的本年累計VALUE (Million)銷售額(百萬)VALUE YA去年同期銷售額VALUE PP 上期銷售額VALUE % CHG YA 當(dāng)期銷售額較去年同期銷售額的變化VALUE % CHG PP 當(dāng)期銷售額較上期銷售額的變化VALUE % SHARE 某銷售額占總銷售額的份額VALUE % SHARE YA 去年同期某銷售額占總銷售額的份額VALUE % SHARE PP 上期某銷售額占總銷售額的份額+/- VALUE % SHARE YA 當(dāng)期銷售額份額 與 去年同期銷售額份額 之差+/- VALUE % SAHRE PP 當(dāng)期銷售額份額 與 上期銷售額份額 之差VALUE % SHR OF TRADE 細(xì)分市場的重要性(銷售額比重)VALUE % SHR OF TRADE YA? 去年同期細(xì)分市場的重要性(銷售額比重)VALUE % SHR OF TRADE PP 上期細(xì)分市場的重要性(銷售額比重)+/- VALUE % SHARE OF TRADE 當(dāng)期細(xì)分市場的重要性 較 去年同期細(xì)分市場的重要性(銷售額比重) 之差VAL 100% MKT 100% MKT 銷售額VAL INDEX 銷售額指數(shù)VOLUME (Million) 銷售量 (百萬)VOLUME YA 去年銷售量VOLUME PP 上期銷售量VOLUME % CHG YA 當(dāng)期銷售量較去年同期銷售量的變化VOLUME % SHARE 某銷售量占總銷售量的份額VOLUME % SHARE PP 上期某銷售量占總銷售量的份額+/- VOLUME % SHARE YA 當(dāng)期銷售量份額 與 去年同期銷售量份額之差VOLUME % SHR OF TRADE 細(xì)分市場的重要性(銷售量比重)VOLUME % SHR OF TRADE YA 去年同期細(xì)分市場的重要性(銷售量比重)VOLUME % SHR OF TRADE PP 上期細(xì)分市場的重要性(銷售量比重)+/- VOLUME % SHARE OF TRADE YA 當(dāng)期細(xì)分市場的重要性 較 去年同期細(xì)分市場的重要性(銷售量比重) 之差VOL INDEX 銷售量指數(shù)NUM IN STOCK 數(shù)值存貨率NUM OUT OF STOCK 數(shù)值缺貨率NUM PURCHASE DIST 數(shù)值進(jìn)貨率NUM TOTAL STOCK DIST 數(shù)值總體鋪貨率NUM RELATIVE OUT OF STOCK數(shù)值缺貨率 與 數(shù)值總體鋪貨率 的比例WTD IN STOCK加權(quán)存貨率WTD OUT OF STOCK加權(quán)缺貨率WTD PURCHASE DIST加權(quán)進(jìn)貨率WTD TOTAL STOCK DIST加權(quán)總體鋪貨率WTD RELATIVE OUT OF STOCK加權(quán)存貨率 與 加權(quán)總體鋪貨率 的比例DIST (NUM) YA去年同期數(shù)值總體鋪貨率DIST (WTD) YA去年同期加權(quán)鋪貨率DIST (WTD) PP單月上期加權(quán)鋪貨率VAL S.P.P.D WTD （MONTHLY）最新一期加權(quán)存貨單點銷售額 （單月）VOL S.P.P.D WTD （MONTHLY）最新一期加權(quán)存貨單點銷售量 （單月）DIST（WTD）LATEST （MONTHLY）最新一期加權(quán)鋪貨率（單月）DIST（NUM）LATEST（MONTHLY）最新一期數(shù)值鋪貨率（單月）WTD OOS YA （MONTHLY）去年同期加權(quán)缺貨率（單月）WTD OOS PP （MONTHLY）上期加權(quán)缺貨率（單月）WTD OOS LATEST PERIOD （MONTHLY）最新一期加權(quán)缺貨率（單月）WTD IN STOCK PP （MONTHLY）上期加權(quán)存貨率（單月）WTD IN STOCK LASTEST PERIOD（MONTHLY）最新一期加權(quán)存貨率（單月）DIFF WTD OOS VS PRIOR PERIOD （MONTHLY）最新一期加權(quán)缺貨率與上期相比的差異（單月）WTD PUR DIST LATEST PRERIOD （MONTHLY）最新一期加權(quán)進(jìn)貨率（單月）+/- WTD DIST YA （MONTHLY）最新一期加權(quán)進(jìn)貨率與去年同期相比之差（單月）MAT TY NUM DIST AVE （MONTHLY）滾動年度平均數(shù)值鋪貨率（單月）VALUE SALES CONTRIBUTION （MONTHLY）銷售額占滾動年度累積銷售額的比例 (單月)VOLUME SALES CONTRIBUTION （MONTHLY）銷售量占滾動年度累積銷售額的比例 (單月)VOLUME OPP OF 100% DIST （MONTHLY）未鋪貨百分點（加權(quán)）可能產(chǎn)生的銷量（單月）VOL OPP OF 100% DIST AS % SALES （MONTHLY）（在100%鋪貨率情況下）銷售增長率 （單月）MONTH STOCK TURN庫存周轉(zhuǎn)次數(shù)（單月）MONTH DAYS SUPPLY庫存銷售天數(shù)（單月）VAL S.P.P.D WTD （BIMONTHLY）最新一期加權(quán)存貨單點銷售額 （雙月）VAL S.P.P.D LATEST PERIOD （BIMONTHLY）最新一期加權(quán)鋪貨單點平均銷售額（雙月）DIST （WTD）LATEST （BIMONTHLY）最新一期加權(quán)鋪貨率（雙月）DIST （NUM）LATEST （BIMONTHLY）最新一期數(shù)值鋪貨率（雙月）WTD OOS YA（BIMONTHLY）去年同期加權(quán)缺貨率（雙月）WTD OOS PP（BIMONTHLY）上期加權(quán)缺貨率（雙月）WTD OOS LATEST PERIOD （BIMONTHLY）最新一期加權(quán)缺貨率（雙月）WTD IN STOCK YA （BIMONTHLY）去年同期加權(quán)存貨率（雙月）WTD IN STOCK PP （BIMONTHLY）上期加權(quán)存貨率（雙月）DIFF WTD OOS VS PRIOR PERIOD （BIMONTHLY）最新一期加權(quán)缺貨率與上期相比之差（雙月）WTD PUR DIST LATEST PRERIOD （BIMONTHLY）最新一期加權(quán)進(jìn)貨率（雙月）+/- WTD DIST YA （BIMONTHLY）最新一期加權(quán)進(jìn)貨率與去年同期相比之差（雙月）MAT TY NUM DIST AVE （BIMONTHLY）滾動年度平均數(shù)值鋪貨率（雙月）VALUE SALES CONTRIBUTION （BIMONTHLY）銷售額占滾動年度累積銷售額的百分比(雙月)VOL OPP OF 100% DIST AS % SALES （BIMONTHLY）（在100%鋪貨率情況下）銷售增長率（雙月）BI MONTH STOCK TURN庫存周轉(zhuǎn)次數(shù)（雙月）BI MONTH DAYS SUPPLY庫存銷售天數(shù)（雙月）VALUE SHARE IN HANDLERS存貨單點所產(chǎn)生的銷售額份額VOLUME SHARE IN HANDLERS存貨單點所產(chǎn)生的銷售量份額SDI（VAL）銷售額發(fā)展指數(shù)SDI（VOL）銷售量發(fā)展指數(shù)VAL COST OF O.O.S.加權(quán)缺貨率所損失的銷售額VOL COST OF O.O.S.加權(quán)缺貨率所損失的銷售量VAL % SHR GAP單點的銷售額份額 - 市場銷售額份額VALUE OF DIST GAP AS % OF SALES未鋪貨點的銷售額占市場銷售額的比例VAL OPP OF MISSING WTD DIST單點的銷售額與市場銷售額的差異VOLUME OF DIST GAP AS % OF SALES未鋪貨點的銷售量占市場銷售量的比例VOL OPP OF MISSING WTD DIST單點的銷售量與市場銷售量的差異VAL % SHR IN 100% MKT銷售額份額 (在所選市場范圍內(nèi))VOL % SHR IN 100% MKT銷售量份額 (在所選市場范圍內(nèi))VAL COST OF O.O.S. % SALES加權(quán)缺貨率所損失的銷售額占市場銷售額的比例VOL COST OF O.O.S. % SALES加權(quán)缺貨率所損失的銷售量占市場銷售量的比例VOL 100% MKT % CHG YA細(xì)分市場當(dāng)期銷售量份額較上年同期銷售量份額的變化VOL 100% PROD % CHG PP 整個品類的當(dāng)期銷售量較上期銷售量的變化VAL 100% MKT % CHG YA細(xì)分市場當(dāng)期銷售額份額較上年同期銷售額份額的變化VAL 100% PROD % CHG YA整個品類的當(dāng)期銷售額較上年同期銷售額的變化VAL 100% PROD % CHG PP整個品類的當(dāng)期銷售額較上期銷售額的變化% MERCH EFFECTIVENESS 店面庫存占總體庫存的比率PURCHASES % SHR進(jìn)貨量份額PURCHASES % CHG YA當(dāng)期進(jìn)貨量與上年同期比較PURCHASES % CHG PP當(dāng)期進(jìn)貨量與上期比較STOCK (Million)庫存量（百萬）STOCK % SHARE庫存量份額STOCK % CHG YA當(dāng)期庫貨量與上年同期比較STOCK % CHG PP當(dāng)期庫貨量與上期比較STOCK TO SALES RATIO庫存量占銷售量的比重TOTAL STOCK總體存貨量FORWARD STOCK (Million)店面存貨（百萬）FORWARD STOCK % SHR店面存貨份額FORWARD STOCK % CHG YA當(dāng)期店面存貨與上年同期比較FORWARD STOCK % CHG PP當(dāng)期店面存貨與上期比較AVE PRICE / VOL % CHG YA當(dāng)期平均價格與上年同期比較AVE PRICE / VOL % CHG PP當(dāng)期平均價格與上期比較AVE PRICE / VOL INDEX 平均價格的指數(shù)VOLUME % S