Glossary
The Glossary below provides clear definitions of key terms used in Revenue Growth Management (RGM), helping you better understand essential concepts, strategies, and metrics that drive top-line growth and optimize profitability. This resource is designed to simplify complex RGM terminology, empowering businesses to make informed decisions on pricing, promotions, and product assortments.
C
Challenger competitor
Challengers provide competitive pricing and unique features to the market in the hope to become a mainstream competitor
Channel conflict
The cannibalization that occurs between customers when a particular customer promotes a product
Clashing
Clashing occurs when two competing products are on promotion at the same time in the same customer node
Compliance
The degree to which, and number of, points of sale that runs promotions as planned and apply regular prices as planned.
Consumer Packaged Goods
Typically non-durable goods shoppers buy for immediate or near-term consumption or use, like food
Consumption occasion
Refers to why the product or service is bought and when it is to be used or consumed
CPG
Consumer Packaged Goods Industry. Typically non-durable goods shoppers buy for immediate or near-term consumption or use, like food
Customer
The key entity in the route to market to make products available for sale to shoppers, like retailers
