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consumer response (ECR) is an approach to supply and demand that
focuses on identifying what a customer wants and then marrying
the elements of the information and supply chains with those
wants. The process normally extends through the fulfillment
stage, ensuring that customers are delivered the goods and
services they purchase in a matter that is perceived as timely
and efficient. At the heart of efficient consumer response is
properly assessing consumer demand and tailoring the demand
management process to meet customer expectations. For example,
if the average consumer of a given soda product wants to
purchase at least a dozen units of the product each week, the
manufacturer will make sure production levels are high enough to
meet that demand. In addition, the manufacturer will make sure
the soda is delivered to retailers in a timely manner, so that
consumers do not have to wait when they want to make a purchase.
While the exact methodology inv