Markstrat 1

Front 1

markstrat world

Back 1

80 mil inhabitants
40% urban 25% smaller urban 35% rural;
inflation and gnp fairly stable; markstrat dollar

Front 2

how many brands can you market per category

Back 2

5

Front 3

sonites v vodites

Back 3

completely independent; not subs or complements

Front 4

sonite characteristics

Back 4

>10-20 features
>3-10 design
>24-96 hrs battery
>4-10 inches
>5-100 gigaflops
base cost min $10

Front 5

vodite characteristics

Back 5

>20-100 lines resolution
>10-100 bio computations energy efficiency
>5-50 kg carbon footprint
>index 3-10 connectivity
>5-100 apps
>base cost min 10

Front 6

naming brands

Back 6

team name + o or e

Front 7

explorers

Back 7

= highly interested in son = demand high perf = price sensitive

Front 8

professionals

Back 8

=personal and prof usage
=high qual high perf and ease
=expensive prods

Front 9

shoppers

Back 9

=good prod know through comp
=high qual-price ratio
=price sensitive

Front 10

high earners

Back 10

=high income
=performance and convenience
=expensive prod

Front 11

savers

Back 11

=cautious
=cheap, low perf, average
=future growth rate exceeding

Front 12

innovators

Back 12

=least growing
=adventurous, cosmo, wealthier
=willing to try/risk

Front 13

early adopters

Back 13

=adopt carefully
=most influential
=opinion leaders

Front 14

followers

Back 14

=most consumers
=wait until hearing from others

Front 15

objective

Back 15

maximize cum net contribution

Front 16

marketing mix decisions

Back 16

=prod planning
=pricing
=ad and seg strat

Front 17

commercial team decisions

Back 17

=size
=allocation across channels
=allocation across brands

Front 18

market research decisions

Back 18

ordering industry and market studies

Front 19

production plan you must take into account

Back 19

potential sales, existing inventory, flexibility of production

Front 20

estimating lost sales

Back 20

purchase intentions - market shares

Front 21

sales lost to...

Back 21

competitors, "order book", industry

Front 22

price increases or decreases should

Back 22

stay under 30%

Front 23

determining budget

Back 23

advertising
commercial team
r&d
market research

Front 24

average retail price

Back 24

avg price paid by consumers

Front 25

average selling price

Back 25

average retail price - dist. margins
depends on split among 3 channels

Front 26

revenues

Back 26

units sold x avg selling price

Front 27

current unit transfer cost

Back 27

first in first out

Front 28

cost of goods sold

Back 28

units sold x avg unit transfer cost

Front 29

inventory holding cost

Back 29

inventory value x holding cost per annum rate

Front 30

inventory disposal loss

Back 30

inventory sold to trading at a given %; leads to a loss of 1- the given % transfer

Front 31

contribution before marketing

Back 31

revenues - (cost of goods + inventory holding + inventory disposal loss)

Front 32

cont after marketing

Back 32

cbm - (ad+research+sales force)

Front 33

measures of performance on comp perf screen

Back 33

market share, retail sales, firm contribution, and stock price index

Front 34

stock price index

Back 34

multiple measures; return on investment = ratio of net contribution w expenditures

Front 35

firm's net contribution

Back 35

total cont. adter marketing = (mktg research studs + r&d+interest + exceptional cost/prof)

Front 36

what you get at beginning of simulation

Back 36

annual comp report, industry newsletter, market research studies

Front 37

decisions component

Back 37

1) brand port
2) prod price and ad
3) sales force/dist.
4) mkt research studs
5) r&d

Front 38

assistant button

Back 38

comm team decisions; 4 options to help allocation decision