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Gyan Khosh
GYAAN KOSH TERM 2
Learning and Development Council, CAC

Marketing Decision Making
This document covers the basic concepts of Marketing Decision Making covered in Term 2. The document only summarizes the main concepts and is not intended to be an instructive material on the subject.

Gyaan Kosh Term 2

MKDM

Learning & Development Council, CAC

CONTENTS 1. Go-To-Market Strategies 2. Marketing Research a. MDS and Semantic Analysis (Perceptual Maps) b. Conjoint Analysis 3. Sales Force Sizing 4. Resource Allocation 5. Forecasting Product Category Demand (Bass Model) 6. Estimating Maximum Willingness to Pay

Gyaan Kosh Term 2

MKDM

Learning & Development Council, CAC

Go-To-Market Strategies
A Go-to-Market Strategy involves designing& managing an efficient& effective portfolio of "go-tomarket" participants that connect a firm with its customers to create sales. Activities: Customer Attraction& Retention Activities: • Interest creation • Pre-purchase • Purchase • Postpurchase; Other channel functions: Processing ownership, breaking bulk, Delivery, Credit& finance. Participants: Sales Force Options: Direct Sales Force Agents / Distributors / Retailers/Value-Added Partners. Non Sales Force: Advertising &/Promotion/Direct Mail/Tele-channels/Internet.

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Gyaan Kosh Term 2

MKDM

Learning & Development Council, CAC

Marketing Research
Uses of marketing research: Diagnostic analysis: Nature of the market? What is our current performance? Opportunity analysis: Opportunities for growth? Two Key Questions: What attributes does the consumer use in comparing competing products& how do these characteristics relate to the technical features [Perceptions]. What is the relative weight assigned to each attribute when deciding which product to buy [Preference]

MDS and Semantic Analysis (Perceptual Maps)
Uses of Perceptual Maps: 1. Customer Analysis and Competitive Analysis 1. Understand the competitive market structure as
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