1864 Words Jun 17th, 2011 8 Pages




ABB Electric Segmentation
By Gary L. Lilien & Arvind Rangaswamy
1. Before beginning any case, students should familiarize themselves with the model being used. Marketing Engineering for Excel comes with tutorials that demonstrate the capability of each model. The tutorial can be found under each model within the ME►XL menu after starting Excel. These tutorials are designed to work with our OfficeStar examples which are located in the My Marketing Engineering directory, usually installed in My Documents during software installation. The data required for this case is located in the My Marketing Engineering directory (usually located within My Documents): ABB
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This meant that ABB Electric had to steal customers away from its competitors. To support its new marketing strategy, ABB Electric decided to develop a marketing information system (MKIS) to support decision making. To seed the MKIS database, ABB Electric hired a marketing research firm to conduct a survey to provide information about customer needs. This firm thought that it was critical that ABB Electric understand the diverse problems and needs of its potential customers better than its competitors. It also felt that such information would be useful for segmenting the electrical equipment market and would contribute toward making ABB Electric a customer-driven company. ABB Electric hired Professor Dennis H. Gensch to develop segmentation models and to show its employees the value of using formal models to implement its segmentation strategies.

Establishing the MKIS program
ABB Electric hired a marketing research company to design a survey to determine the product attributes most important to current and potential customers. A pretest questionnaire asked electrical equipment purchasers to rate the importance of 21 product and service attributes (e.g., maintenance requirements, invoice price and warranty) and then to rate the major suppliers in the industry on a poor to good scale on each attribute. The firm used factor

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