Develop written responses for the four Marketing Analytics in Action (see attachment for data) questions below:

1. Which channels of distribution sell the most BookPacks backpacks?
2. Which two months produce the most sales for BookPacks? Speculate on the reasons why each of the two largest months have higher sales.
3. Speculate on reasons for the high month-to-month variation observed in the discount store, online store, and college bookstore channels.
4. Should Kelly consider investing more in one of the channels? If so, which one and why?

Marketing Analytics in Action: Sales by Channel Report Kelly Rizzo is the product manager for BookPacks, which produces small and medium-sized backpacks mostly used by students of all ages as school bookbags. In reviewing her plans for next year, Kelly pulled a sales by channel report showing the number of backpacks sold in each of BookPacks' channels over the last five months. Review the following report and then answer the questions. Number of Backpacks Sold by Channel Total by Aug Sep Oct Nov Dec Channel Department stores (e.g., Macy's) 2,644 1,658 1,421 1,854 1,721 9,298 Discount stores (e.g., Walmart) 14,844 7,854 3,956 4,112 4,725 35,531 Online stores (e.g., eBags) 1,354 1,892 2,786 4,025 5,688 15,745 College bookstores 8,632 2,864 1,432 1,874 9,435 24,237 Total by month 27,514 14,268 9,595 11,865 21,569 84,811 1. Which channels of distribution sell the most BookPacks backpacks? 2. Which two months produce the most sales for BookPacks? Speculate on the reasons why each of the two largest months have higher sales. 3. Speculate on reasons for the high month-to-month variation observed in the discount store, online store, and college bookstore channels. 4. Should Kelly consider investing more in one of the channels? If so, which one and why