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| Tekijä: | Fisher, M. Rajaram, K. |
| Otsikko: | Accurate retail testing of fashion merchandise: methodology and application |
| Lehti: | Marketing Science
2000 : SUMMER, VOL. 19:3, p. 266-278 |
| Asiasana: | FASHIONS INDUSTRY METHODOLOGY APPLICATIONS DEVELOPMENT |
| Kieli: | eng |
| Tiivistelmä: | In a merchandise depth test, a retail chain introduces new products at a small sample of selected stores for a short period prior to the primary selling season and uses the observed sales to forecast demand for the entire chain. The authors describe a method for resolving two key questions in merchandise testing: (1) which stores to use for the test and (2) how to extrapolate from test sales to create a forecast of total season demand for each product for the chain. |
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