Professor of Business Administration and Professor of Marketing

20751 WordsMar 22, 201184 Pages
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…show more content…
ewsletter ____________________________________________________________ 36 Company Report ____________________________________________________________ ___ 36 Copyright © StratX 2010-04-19 3 Market Research Studies ________________________________________________________ 41 Making Decisions _____________________________________________________ 44 Group Dynamics ____________________________________________________________ ___ 44 Markstrat Main Screen __________________________________________________________ 44 Brand Portfolio Decisions ________________________________________________________ 46 Marketing Mix Decisions ________________________________________________________ 47 Market Research Studies ________________________________________________________ 49 Sales Force and Distribution ______________________________________________________ 50 Research & Development Decisions ________________________________________________ 51 Checking your Decisions _________________________________________________________ 52 Validating decisions with the Marketing Plan Tool ____________________________________ 54 Positioning and Research & Development _________________________________ 59 Semantic Scales & Multidimensional Scaling _________________________________________ 59 Repositioning Strategies _________________________________________________________ 64 Positioning with Advertising ______________________________________________________ 65 Positioning
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