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 3852
Bass Forecasting - Ford Hybrid Cars 4523
Bass Forecasting - Zenith High Definition TV 2634
Conjoint Analysis - Forte Hotel Design 4862
Customer Choice - ABB Electric 3217
Customer Choice - Bookbinders Book Club 5794
Customer Lifetime Value - Convergys 1906
Customer Lifetime Value - Northern Aero 2641
Customer Lifetime Value - SyPhone 2745
GE Matrix - Addison Wesley Longman 2550
GE Matrix - Suzlon 943
Positioning - BlackBerry Pearl 3096
Positioning - Can the Bunny Hop? 1783
Positioning - ConneCtor PDA 2001 3380
Positioning - Heineken 2380
Positioning - Infiniti G20 3853
Pricing - Zach's Garage 1406
Resource Allocation - C-Tek Corporation 2720
Resource Allocation - John French CALLPLAN 2746
Resource Allocation - Syntex Laboratories (A) 3023
Segmentation - ConneCtor PDA 2001 4115
Segmentation - FLIP Side of Segmentation 2106
Segmentation - Pacific Brands 1003
Segmentation-Conjoint Analysis - Durr Environmental Inc 3717
Segmentation-Positioning-Conjoint - Kirin USA 5607
Smart Sheet - Allegro 2769
Solver - BrainCell Internet Advertising 2936
Trial-Repeat - OfficeStar Ink Cartridge 1911
Value-In-Use - Abcor2000 2625