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Home→The Westburn Dictionary of Marketing→C→channel performance

channel performance

Definition:
The output of CHANNELS OF DISTRIBUTION can be measured and compared with the inputs over a period of time at both micro and macro levels. Making the comparison in space (between firms, industries, countries or economies) has generally proved impossible. At the macro level the main measure has been the productivity of labour and capital although many more specific measures have also been attempted. At the micro level the main tools to measure the performance of the firm's channel(s) have been profitability analysis, the strategic profit model, and a wide range of operating measures which examine market penetration, effectiveness, and efficiency at many levels.

Cross-References:
[channel (of distribution)]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [A. J. Brown and Michael J. Baker], [1998].