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Resources

on . Posted in Marketing Engineering Revised 2nd Edition

DecisionPro has the following resources available to teach the concepts discussed in the Marketing Engineering Revised 2nd Edition book. The Student Resources allow the student to go directly from the theory discussed in the book to practice without a long lead time. The Instructor Resources have been developed by DecisionPro to provide additional teaching materials for the instructor.

Student Resources:

Software

Marketing Engineering for Excel software package demonstrates the major analytical marketing models discussed in the Marketing Engineering Revised 2nd Edition book. While the original software that was packaged with kasyna this book is no longer available, the major models discussed can be demonstrated using the Marketing Engineering for Excel software. Visit our software page for more details.

Business Cases

DecisionPro offers business cases that work in conjunction with the Marketing Engineering for Excel software. The business cases provide real world examples that demonstrate the concepts discussed in the Marketing Engineering Revised 2nd Edition book. Visit our business case page for more details.

Instructor Resources:

Powerpoint Slides

Professors Gary Lilien and Arvind Rangaswamy have developed a series of presentations and lecture notes to assist in teaching Marketing Engineering Revised 2nd Edition. The presentations and lecture notes correspond to the book chapters for ease of use. Visit the Powerpoint teach slides download page for more details.

Case Solutions

Case solutions are available for each of the DecisionPro business cases. The solutions provide classroom discussion points as well as example software output. Visit the case solutions download page for more details.

Table of Contents

on . Posted in Marketing Engineering Revised 2nd Edition

PART I The Basics

Chapter 1 Introduction

Marketing Engineering: From Mental Models to Decision Models.

Marketing and marketing management
Marketing engineering
Why marketing engineering

Marketing Decision Models

Definition
Characteristics of decision models
Verbal, graphical, and mathematical models
Descriptive and normative decision models

Benefits of Using Decision Models

Philosophy and Structure of the Book

Philosophy
Objectives and structure of the book
Design criteria for the software

Overview of the Software

Software access options
Running marketing engineering

Summary

How Many Draft Commercial Exercise

Chapter 2 Tools for Marketing Engineering: Market Response Models

Why Response Models?

Types of Response Models

Some Simple Market Response Models

Calibration

Objectives

Multiple Marketing-Mix Elements: Interactions

Dynamic Effects

Market-Share Models and Competitive Effects

Response at the Individual Customer Level

Shared Experience and Qualitative Models

Choosing, Evaluating and Benefiting From a Marketing Response Model

Summary

Appendix: About Excel's Solver

How Solver Works

Conglomerate, Inc. Promotional Analysis

Conglomerate, Inc. Response Model Exercise

PART II Developing Market Strategies

Chapter 3 Segmentation and Targeting

The Segmentation Process

Defining segmentation
Segmentation theory and practice
The STP approach
Segmenting markets (Phase 1)
Describing market segments (Phase 2)
Evaluating segment attractiveness (Phase 3)
Selecting target segments and allocating resources to segments (Phase 4)
Finding targeted customers (Phase 5)

Defining a Market

Segmentation Research: Designing and Collecting Data

Developing the measurement instrument
Selecting the sample
Selecting and aggregating respondents

Segmentation Methods

Using factor analysis to reduce the data
Forming segments by cluster analysis: Measures of association
Clustering methods
Interpreting segmentation study results

Behavior-Based Segmentation: Cross-Classification, Regression and Choice Models

Cross-classification analysis
Regression analysis
Choice-based segmentation

Customer Heterogeneity in Choice Models

Implementing the STP Process

Summary

Conglomerates Inc.'s New PDA (2001)

Introducing the Connector

The History of the PDA

PDA Types

The PDA Customer

PDA Features

Facts about the PDA Market

The HCV Survey

The Questionnaire

Questions for determining segmentation-basis or needs variables
Questions for determining variables for discriminate analysis

Appendix: PDA Features Guide

Operating system
Screen
Memory
Ergonomics
Synchronization
Batteries
Modem & online services
Web
E-mail, etc.
Handwriting recognition
Other software
Accessories
Audio

ABB Electric Segmentation Case

History

Situation in 1974

New strategy at ABB Electric

Establish the MKIS Program

Choice Modeling

Postscript: situation in 1988

Chapter 4 Positioning

Differentiation and Positioning

Definition
Positioning Strategy

Positioning Using Perceptual Maps

Applications of Perceptual Maps

Perceptual Mapping Techniques

Attribute-based methods
Similarity-based methods for perceptual mapping

Joint-Space Maps

Overview
Simple joint-space maps
External analysis using PREFMAP3

Incorporation Price in Perceptual Maps

Summary

Appendix: Factor Analysis for Preprocessing Segmentation Data

Positioning the Infinity G20 Case

Introducing the G20

Background

Research Data

Chapter 5 Strategic Market analysis: Conceptual Framework and tools

Strategic Marketing Decision Making

Market Demand and Trend Analysis

Judgmental methods
Market and product analysis
Time-series methods
Causal methods
What method to choose

The Product Life Cycle

Cost Dynamics: Scale and Experience Effects

Summary

Bookbinders Book Club Case

The Bookbinders Book Club

Chapter 6 Modems for Strategic Marketing Decision Making

Market Entry and Exit Decisions

Shared Experience Models: The PIMS Approach

Product Portfolio Models

The Boston Consulting Group (BCG) approach
The GE/McKinsey approach
Financial models
Analytical Hierarchy Process

Competition

Summary

ICI Americas R&D Project Selection Case

Product Planning Using the GE/McKinsey Approach at Addison Wesley Longman Case

Background

The new marketing texts
The new marketing book promotional challenge
Applying the GE approach

Appendix: Details of the Three Books from AWL Promotional material

Portfolio Analysis Exercise

Jenny's Gelato Case

ACME Liquid Cleanser Exercise

Background

The Compete Model

Part III Developing Marketing Programs

Chapter 7 New Product Decisions

Introduction

New Product decision Models

Models for identifying opportunities
Models for product design
Models for new product forecasting and testing

Conjoint Analysis for Product Design

Introduction
Conjoint analysis procedure
Other enhancements to the basic conjoint model
Contexts best suited for conjoint analysis

Forecasting the sales of New Products

Overview of the Bass model
Technical description of the Bass model
Extensions of the basic Bass model

Pretest Market Forecasting

Overview of the ASSESSOR model
The preference model
Trial-repeat model
The validity and value of the ASSESSOR model

Summary

Forte Hotel Design Exercise

Forte Executives Inns

Company Background

Preliminary Evaluation

Conjoint Analysis (Matching hotel attributes to customer preferences)

Zenith High Definition Television (HDTV) Case

HDTV Background

Zenith HDTV Efforts to Date

The TV Market

Forecasts of HDTV Sales

Johnson Wax: Enhance Case(A)

Instant Hair Conditioner

S.C. Johnson & Company

New-Product Development at Johnson Wax

The Hair Conditioning Market

Agree

Enhance Product Development

The ASSESSOR Pretest Market

ASSESSOR Results

Trial and repeat model
Preference model estimates of share

Recommendations

Chapter 8 Advertising and Communication Decisions

The Bewildering Nature of Advertising

Advertising Effects: Response, Media and Copy

Advertising response phenomena
Frequency phenomena
Copy effects

Advertising Budget Decisions

Media Decisions

Advertising Copy Development and decisions

Copy effectiveness
Estimating the creative quality of ads
Advertising design

Summary

Blue Mountain Coffee Company Case

Blue Mountain's Market Position

Operation Breakout

Planning for Fiscal Year 1995

The market planning model
Recent developments:The U.S. coffee market in transition

Convection Corporation Case
Using a Communication Planning Model to Aid Industrial Marketing Budget Decisions

Background

Heatcrete
Ceretam
Flowclean Sootblowers
Corlin Valve

ADVISOR: An Approach to Marketing Budget Planning

Budget task force meeting

Johnson Wax Ad Copy Design Exercise

Chapter 9 Salesforce and Channel decision

Introduction to Salesforce Models

Sales-response models for representing effects of sales activities
Salesforce management decisions

Salesforce Sizing and Allocation

Intuitive methods
Market-response methods (the Syntex model)

Extending the Syntex Model: Reallocator
Sales Territory Design

The GEOLINE model for territory design

Salesforce Compensation

Using conjoint analysis to design a bonus plan (the MSZ) model

Improving the Efficiency and Effectiveness of Sales Calls

The CALLPLAN model

Marketing Channel Decisions

The gravity model

Summary

Syntex Laboratories (A) Case

Company Background

Syntex Laboratories

Syntex Labs' Product Line

Naprosyn
Anaprox
Topical Steroids
Norinyl
Nasalide

The Sales Representative

Sales Management at Syntex Labs

Sales Force Size
Call Frequency
Allocation of Sales Efforts Across Products and Physicians Specialties
Geographic Allocation of Sales Force

Sales Force Strategy Model

Model Development Process
Defining the model inputs
Model Structure
Results of the SSM Analysis
Management implications

The John French Exercise: Sales Call Planning for UBC (CALLPLAN)
J&J Family Video Case

Chapter 10 Price and Sales Promotion Decisions

Pricing Decisions: The Classical Economics Approach

Pricing in Practice: Orientation to Cost, Demand, or competition

Cost-oriented pricing
Demand-oriented pricing
Competition oriented pricing

Interactive Pricing: Reference Price and Price Negotiations
Price Discrimination

Understanding price discrimination
Geographic price discrimination
Temporal price discrimination
Nonlinear pricing or quantity discounts
Other forms of price discrimination

Pricing Product Lines

Sales Promotions: Types and Effects

Objectives of promotions
Characteristics of promotions

Aggregate Models to Analyze Promotional Effects

Analyzing Individuals' Responses to Promotions

Summary

Account Pricing for the ABCOR2000 Exercise

Background

The value spreadsheet

Price Planning for the ABCOR2000 Exercise

The Problem

Paving I-99 Exercise

Part 1: Training Exercise
Part 2: The bid-competition simulation

Forte Hotel Revenue Management Exercise

How the Generalized Revenue Model works

Massmart Inc. Case

Background

Scanner-Panel Date

The Promotion Model

PART IV Conclusions

Chapter 11 Marketing Engineering: A Look Back and a Look Ahead

Marketing engineering: A Look Back

Using Marketing Engineering Within firms

Marketing Engineering: A Look Ahead

Postscript