MKT 300 Lecture Notes - Lecture 5: Starbucks, Cluster Analysis, Iphone 7
Document Summary
Outline: portfolio management, predictive metrics, conjoint analysis. Branding and building brand equity, are an essential part (and outcome) of implementing a marketing strategy. The metrics here (and we covered several) give us a better understanding of consumers" response to not only our marketing efforts, but those of our competitors. We can use these metrics to inform our strategy as a whole, but also our positioning amongst key segments. We continue this discussion today, shifting into portfolio management and related predictive metrics. Midterm outline: multiple choice, 40 - 50 questions, approximately 60/40 balance between metrics and content/theory, 100 minutes, bring your own formula sheet, calculator only (no smart phones) The average person buys the product 4 times per month during the fall and winter (from. September to march, or 7 months of the year). Repeat volume = [trial population x repeat rate] x repeat unit volume x repeat occasions.
