Professor of Business Administration and Professor of Marketing

20751 Words84 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
Open Document