Markstrat Assignment 1 PDF

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Markstrat Assignment 1 Strategic Marketing Management

Please complete the table below. Note that this is NOT a team project. You can get together with your team members and discuss the assignment or double check your answers, but each person should use their own words and thoughts to complete the assignment. Please note that copying the information from external sources (including Participants’ Handbook or other teammates assignments) will be construed as plagiarism. Questio n E.g.,

Cost of Goods Sold

E.g.,

Recommended Retail Price

Production Plan Share Price Index (SPI) Average Selling Price Revenues Inventory holding cost Contribution before marketing 7 Average unit transfer cost 8 Commercial people operating cost

1 2 3 4 5 6

Description (3 points/each answer): Briefly describe the variable, and if applicable, the equation of calculating the variable. Cost of goods sold refers to the total cost of all the units that we sold during the last period. It is calculated as the total number of units sold * cost of each unit. It is the price that our team selects for each of our brands. *** Note that Recommended Retail Price is different from Average Selling Price that is used to calculate Revenues!

Where can you find the variable (1 point/ each answer) Company Results > Production Report

Decide > Marketing mix *** The information of some variables can be found in multiple places, reporting one of them would suffice.

9 Commercial people hiring and training cost 10 Brand Characteristics 11 Brand Awareness 12 Purchase Intentions by Consumer Segment 13 Shopping Habits 14 Market Shares by Consumer Segment (%Unit) 15 Distribution Coverage by Channel (%Stores) 16 Brand perceptions 17 Ideal Values 18 Ideal Value Evolution 19 Perceptual Map 20 Competitive Advertising Estimates 21 Estimated Brand Commercial Team Sizes 22 Advertising Experiment 23 Commercial Team Experiment 24 Market Size by Consumer Segment 25 Utility charts...