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Bass Forecasting Model

on . Posted in Commercial Software Models

What you put in... What you get out...
  • Market potential for new products
  • Historical sales data OR selection of analogous products
  • Advertising and pricing plan
  • Sales/adoption rate forecast for new product
  • Sensitivity of sales forecast to marketing activities
  • Ability to link to revenue and profit projections

The Bass diffusion model is used to forecast the sales of a new product or service that has no close competitors. It can be used to forecast the long-term sales pattern of a product when one of the following is true:

  • The product has recently been introduced and sales have been observed for a few time periods.
  • The product has not yet been introduced, but it resembles another product in the market whose sales history is known.

The model helps to predict:

  • the number of customers in the target segment that will eventually adopt the new product or service.
  • when they will adopt it.

bassThe Marketing Engineering for Excel software includes both the Bass model and the Generalized Bass model. The Bass model assumes that the sales rate for the product is not affected by marketing mix variables while the Generalized Bass model assumes that the product sales rate in the target segment is affected by the level of advertising for the new product, and by the price of the new product.

Both models include three parameters to describe the two factors which affect product diffusion in the market and the market growth

  • p - the coefficient of innovation (or coefficient of external influence)
  • q - the coefficient of imitation (or coefficient of internal influence)
  • r - market growth (as a function of existing market size)

The Generalized Bass model includes three more parameters:

  • s - the market price elasticity, or how much a change in price affects the total market potential
  • v - the advertising coefficient, which affects the strength of the effect of changes in advertising levels in product diffusion
  • w - the price coefficient, which affects the strength of the effect of changes in price in product diffusion

Download Demo

on . Posted in Commercial Software

Thank you for interest in Marketing Engineering for Excel. You may download the latest version of our commerical software below. After downloading the ZIP file, uncompress the file to find the Getting Started Guide and the software installation file.

The free software trial will last two days. After the two day trial, the software will revert to limited functionality mode until a software license is purchased and the software is activated. The trial will allow you to explore the software features and it is recommended to follow the included tutorials to introduce yourself to each model.


Downloads Available: 

Getting Started Tutorial Pro v150622
Marketing Engineering for Excel PRO Install (32-bit Excel only) v2.0.8a
Marketing Engineering for Excel PRO Install (64-bit Excel only) v2.0.8a

How Do I Know if I have 32-bit or 64-bit Excel?

The bit version of Marketing Engineering for Excel is dependant on whether you have the 32-bit or 64-bit version of Office (not Windows) installed.

Prior to Office 2010, all Excel versions were 32-bit.

Office 2010 and 2013 may be either 32-bit or 64-bit. To determine if you have the 64-bit or 32-bit version of Office, open Excel and go to File -> Account in Office 2013 or File -> Help in Office 2010. Under the About Microsoft Excel heading will be your Excel version number followed by either 32-bit or 64-bit.

System Requirements:

Operating System Requirements: Microsoft Windows 7, 8, 10

Additional Software Requirements: Microsoft Excel 2007, 2010, 2013, 2016