Markstrat

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Student Handbook
The Alfred H. Heineken Chaired Professor of Marketing INSEAD

Jean-Claude Larréché

The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing INSEAD

Hubert Gatignon

Partner, Director of R&D STRATX International

Rémi Triolet

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Publisher: STRATX International

Production: Minute Man Press, Cambridge, Massachusetts Cover Design: Synergy Network, Waltham, Massachusetts Marketing Manager: Lucy Jacobus

Development Team: Rémi Triolet, Christophe Pottier, Aurélien Dauvergne Copyright ©2003 by Jean-Claude Larréché, Hubert Gatignon MARKSTRAT is a registered trademark of STRATX International ALL RIGHTS RESERVED Software © 2003 by STRATX
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Sample Decision Form ____________________________ 74 9. Sample Annual Report ____________________________ 77
9.1 9.2 9.3 Newsletter ____________________________________________________ 78 Company Report ______________________________________________ 83 Market Research Studies_______________________________________ 92

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Table of Illustrations
Figure 1 – Sample Markstrat Online ID card ____________________________________ 2 Figure 3 – Open session assistant – Source selection ___________________________ 9 Figure 5 – Open session assistant – Industry and team selection _______________ 11 Figure 2 – Markstrat Online overview __________________________________________ 7 Figure 4 – Open session assistant – Authentication____________________________ 10 Figure 6 – Close session assistant – Target selection __________________________ 12

Figure 7 – Sonite main physical characteristics ________________________________ 15 Figure 8 – A typical list of marketed brands___________________________________ 16 Figure 10 – Inventory and production plan versus market demand _____________ 23 Figure 9 – Vodite main physical characteristics________________________________ 16 Figure 11 – From retail price to unit
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