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Concept: |
ASSESSOR Model |
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Title: |
Pre-test Market Models: Validation and Managerial Implications - Management Decision Systems, Inc. |
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Video Length: |
~29 minutes |
| Summary: | The Assessor model was developed to test and evaluate new consumer products before the expenditure of a test market. The predictive value of the model has a 6:1 benefit to cost ratio and has saved clients $126 million on 450 tested products. |
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Concept: |
Segmentation |
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Title: |
Integrated Models to Enable a New Business to Gain Market Share Against Established Competitors - ABB Electric |
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Video Length: |
~24 minutes |
| Summary: | ABB Electric pioneered the use of the "switchable customer" approach to customer targeting as well as the use of logit choice models to identify product attributes most valued by customer. Their decade long program of sales targeting, product development and segmentation allowed them to increase their prices and grow their share from 4% to 40% and also grow their profitability at a time when industry demand dropped by 50%. 1988, ABB was industry leader, with GE and Westinghouse having closed major production facilities. |