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Tables of Contents for Marketing Engineering/Tutorial Marketing Engineering
Chapter/Section Title
Page #
Page Count
Preface
Chapter 1
1
11
Introduction to Marketing Engineering Software
1
10
Exercise: "How Many Draft Commercials?"
11
1
Chapter 2
12
19
Tutorial: Conglomerate Inc. Promotional Analysis
12
5
Exercise: Conglomerate Inc. Promotional Analysis
17
2
Tutorial: Visual Response Modeling (Modeler)
19
10
Exercise: Conglomerate Inc. Response Model
29
2
Chapter 3
31
23
Tutorial: Cluster Analysis
31
9
Case: Conglomerate Inc.'s New PDA
40
4
Tutorial: Choice-based Segmentation (ABB)
44
5
Case: ABB Electric Segmentation
49
5
Chapter 4
54
13
Tutorial: Positioning Analysis
54
7
Case: Positioning the Infiniti G20
61
6
Chapter 5
67
23
Tutorial: Multinomial Logit Analysis
67
10
Tutorial: Neural Net Forecasting
77
9
Case: Bookbinders Book Club
86
4
Chapter 6
90
54
Tutorial: Decision Tree Analysis
90
13
Case: ICI America's Project Selection
103
4
Tutorial: PIMS: Strategy Model
107
5
Tutorial: GE: Portfolio Planning Model
112
6
Exercise: Portfolio Analysis Exercise
118
3
Tutorial: Analytic Hierarchy Process
121
12
Case: Jenny's Gelato
133
5
Tutorial: Competitive Advertising (Compete)
138
4
Exercise: Acme Liquid Cleanser
142
2
Chapter 7
144
79
Tutorial: Conjoint Analysis
144
18
Exercise: Forte Hotel Design
162
7
Tutorial: Generalized Bass Model
169
8
Case: Zenith High Definition TV
177
7
Tutorial: ASSESSOR: Pretest Market Model
184
9
Case: Johnson Wax: Enhance (A)
193
30
Chapter 8
223
38
Tutorial: ADBUDG: Advertising Budgeting
223
7
Case: Blue Mountain Coffee Company
230
9
Tutorial: ADVISOR: Communications Planning
239
3
Case: Convection Corporation
242
11
Tutorial: ADCAD: Ad Copy Design
253
(Case: Johnson Wax: Enhance (A) 193)
Chapter 9
261
63
Tutorial: Sales Resource Allocation: Generalized Syntex Workbook (SYNGEN)
261
4
Case: Syntex Laboratories (A)
265
25
Tutorial: CALLPLAN: Sales Call Planning: Callplan & JFrench
290
4
Exercise: John French: Sales Call Planning for UBC
294
2
Tutorial: Geodemographic Site Planning
296
25
Case: J&J Family Video
321
3
Chapter 10
324
36
Tutorial: Learning Curve Pricing (Learner)
324
3
Exercise: Price Planning for the ABCOR2000
327
2
Tutorial: Value-in-Use Pricing (VALUE)
329
3
Exercise: Account Pricing for the ABCOR2000
332
3
Tutorial: Competitive Bidding (BID)
335
4
Exercise: Paving I-99: Bidding for Pavement Contracts by Conglomerate Inc.
339
2
Tutorial: Yield Management for Hotels (YIELD)
341
5
Exercise: Forte Hotel Yield Management
346
4
Tutorial: Promotional Spending Analysis (MASSMART)
350
5
Case: MassMart Inc.
355
5
Index
360