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Models in Marketing
27E02000
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CONTENTS:
1. INTRODUCTION
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Contents
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Models in marketing
To learn how to
gather data
outline research designs of questionnaires
analyse and utilize the data
to support decision making in marketing
problems
To learn to identify different models and tools in
marketing problems
To learn what kind of data there exists
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Models in marketing
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Models in marketing
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Models in marketing
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Verbal
Box and Arrow
Graphical
Mathematical
Spreadsheets
Verbal Model
Sales of a new product often start slowly as
innovators in the population adopt the
product. The innovators influence
imitators, leading to accelerated sales
growth. As more people in the population
purchase the product, sales continue to
increase but sales growth slows down.
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Models in marketing
Innovators
Imitators
Innovators
Influence
Imitators
Timing of Purchases by
Imitators
Timing of Purchases by
Innovators
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Graphical Model
Cumulative Sales
of a Product
Fixed
Population Size
Time
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Models in marketing
Mathematical Model
dxt = (a + bx )(N x )
t
t
dt
xt = Total number of people who have adopted
product by time t
N = Population size
a,b = Constants to be determined. The actual path of
the curve will depend on these constants
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Model Benefits
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Models in marketing
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