Pipeline effect

Pipeline-Effekt – Darunter versteht man die Menge eines Produktes, die ein Hersteller zum Auffüllen der Lager seiner Intermediary benötigt. Dieser Effekt tritt also nur bei indirektem Vertrieb auf. Er ist bei der Planung des Absatzes und der Produktion zu berücksichtigen. Der Umfang des Pipeline-Effektes ist von folgenden Faktoren abhängig:

  • Degree of innovation of the product
  • Attractiveness of the product
  • Number of product variants
  • Zahl der Absatzmittler (numerische distribution)
  • Sales intermediaries (weighted distribution)
  • Structure of the sales agent minimum purchase quantities
  • Volume discounts
  • Amount of the trading margin Rate of turnover of the inventory
  • Terms of payment
  • Credit terms
  • Goodwill of the manufacturer
  • Amount of advertising expenses
  • Quality of advertising sales promotions

The pipeline effect varies seasonally and in the individual life phases of a product because or when you change the number of leading retailers and / or their average inventory levels.

In the introductory and growth phase of a product, the effect is positive, in the maturity or saturation phase it tends towards zero. In the shrinkage and phase-out phase of the product, the pipeline effect becomes negative because the dealers reduce their inventories.

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