Professor of Business Administration and Professor of Marketing

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PARTICIPANT HANDBOOK
Jean-Claude Larréché
The Alfred H. Heineken Chaired Professor of Marketing

INSEAD

Hubert Gatignon
The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing

INSEAD

Rémi Triolet
Partner, Director of R&D

STRATX

Copyright © StratX

2010-04-19

1

Publisher: StratX Production: Coptech, Inc., Woburn, Massachusetts Marketing Team Americas: Marketing Team EMEAA: Development Team Support Team Paul Ritmo & Andréa Hernandez Stéphanie Zanon & Patricia Huber Laetitia Benhous, Aurélien Dauvergne & Rémi Triolet Andréa Hernandez & Annie Houde

Copyright © 2003, 2010 by Jean-Claude Larréché, Hubert Gatignon & Rémi Triolet Software © 2003, 2010 by StratX Markstrat is a registered trademark of StratX All rights reserved No part of this book may be reproduced in any form, electronic or mechanical, without the prior permission of the publisher. Used books should not be purchased or sold. Each Student Handbook comes with a unique serial number that is to be used by the person who purchased the book only. If the registration card in the back of this book has been tampered with, return the book because you will not be able to use the serial number ISBN# 0-9743063-6-3 ISBN# 0-9743063-7-1 Edited 2010 for the electronic version for the paper version

How you can save paper. Please refer to page 11 before printing this document.

Copyright © StratX

2010-04-19

2

TABLE OF CONTENT
Introduction __________________________________________________________ 6 About STRATX SIMULATIONS ______________________________________________________ 6 Questions & Technical Support ____________________________________________________ 7

Registration and Software Setup _________________________________________ 8 The Registration Process __________________________________________________________ 8 Downloading and Installing the Team Software ______________________________________ 10 The PRACTICE Industry __________________________________________________________ 11 How to print the pdf version of this handbook _______________________________________ 11

The Interface Menu ___________________________________________________ 13 DATA EXCHANGE Overview ______________________________________________________ 13 Opening a Markstrat Session _____________________________________________________ 15 Closing a Markstrat Session ______________________________________________________ 18 Software Configuration __________________________________________________________ 20 Printing Documents ____________________________________________________________

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Overview of the Markstrat World ________________________________________ 23 Overview of the Markstrat World _________________________________________________ 23 Sonite Products ____________________________________________________________

____ 24 Vodite Products ____________________________________________________________

____ 25 Naming Conventions ____________________________________________________________

26 Sonite Customers ____________________________________________________________

__ 26 Vodite Customers ____________________________________________________________

__ 27 Distribution Channels ___________________________________________________________ 28

Managing Your Firm __________________________________________________ 30 Production ____________________________________________________________

________ 30 Pricing ____________________________________________________________

___________ 31 Communication ____________________________________________________________

____ 32 Sales Force ____________________________________________________________

________ 33 Ordering Market Research Studies _________________________________________________ 33 Research & Development ________________________________________________________ 34 Marketing Budget ____________________________________________________________...
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