Business Cases and Solutions

DecisionPro (the makers of Marketing Engineering) has developed several business cases and exercises to demonstrate the real-life implications of Marketing Engineering. The business cases are designed to demonstrate to students the value of analytical marketing in a business situation and are included with most Marketing Engineering for Excel downloads (except the University-purchased Basic Software Package). Most business cases on this page include data in Excel format for use with the Marketing Engineering for Excel software. Some cases require the student to manually enter data into the software.

Available Cases

  • All DecisionPro business cases (except those marked "beta") are installed with the instructor version of Marketing Engineering for Excel software.
  • Business cases are included with the student purchased software.
  • Business cases are included with the Standard and Premium university-purchased software packages.

The following links contain a brief description of the case, the case and data sets, the case solution in PDF format, and, if available, an archived webinar discussing the case solution. (View a list of just the solutions in PDF format.)

Display #
Title Hits
ADBUDG - Blue Mountain Coffee 3776
Bass Forecasting - Ford Hybrid Cars 4455
Bass Forecasting - Zenith High Definition TV 2580
Conjoint Analysis - Forte Hotel Design 4766
Customer Choice - ABB Electric 3152
Customer Choice - Bookbinders Book Club 5719
Customer Lifetime Value - Convergys 1869
Customer Lifetime Value - Northern Aero 2603
Customer Lifetime Value - SyPhone 2693
GE Matrix - Addison Wesley Longman 2512
GE Matrix - Suzlon 911
Positioning - BlackBerry Pearl 3027
Positioning - Can the Bunny Hop? 1735
Positioning - ConneCtor PDA 2001 3296
Positioning - Heineken 2326
Positioning - Infiniti G20 3781
Pricing - Zach's Garage 1349
Resource Allocation - C-Tek Corporation 2649
Resource Allocation - John French CALLPLAN 2666
Resource Allocation - Syntex Laboratories (A) 2969
Segmentation - ConneCtor PDA 2001 4005
Segmentation - FLIP Side of Segmentation 2059
Segmentation - Pacific Brands 965
Segmentation-Conjoint Analysis - Durr Environmental Inc 3646
Segmentation-Positioning-Conjoint - Kirin USA 5500
Smart Sheet - Allegro 2739
Solver - BrainCell Internet Advertising 2886
Trial-Repeat - OfficeStar Ink Cartridge 1879
Value-In-Use - Abcor2000 2585