June 8, 2011

Retailer Marketing Area (RMA)

Retailer Marketing Area (RMA) - Measures how fast a product is moving in the stores where it is in distribution. Use when comparing across markets, when comparing products with different distribution levels. Used most often by Sales (in item ranking reports). Calculated by dividing some measure of sales (e.g. Units or Dollars) by the market’s All Commodity Volume in millions.


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