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Table Of Contents

1. Registration and Software Setup
1.1 The Registration Process
Figure 1 – Sample Markstrat Online ID card
1.2 Downloading and Installing the Team Software
1.3 The PRACTICE Industry
2. The Interface Menu
2.1 Markstrat Online Overview
Figure 2 – Markstrat Online overview
2.2 Opening a Markstrat Online Session
Figure 3 – Open session assistant – Source selection
Figure 4 – Open session assistant – Authentication
Figure 5 – Open session assistant – Industry and team selection
2.3 Closing a Markstrat Online Session
Figure 6 – Close session assistant – Target selection
3. Overview of the MARKSTRAT World
3.1 Your Role
3.2 Overview of the MARKSTRAT World
3.3 Sonite Products
Figure 7 – Sonite main physical characteristics
3.4 Vodite Products
Figure 9 – Vodite main physical characteristics
3.5 Naming Conventions
3.6 Sonite Customers
3.7 Vodite Customers
3.8 Distribution Channels
4. Managing Your Firm
4.1 Production
4.2 Pricing
4.3 Communication
4.4 Sales Force
4.5 Ordering Market Research Studies
Figure 12 – Available market research studies
4.6 Research & Development
4.7 Marketing Budget
5. Understanding Your Annual Report
5.1 Industry Newsletter
5.2 Company Report
Figure 15 – R&D – Project list
5.3 Market Research Studies
6. Making Decisions
6.1 The Simulation Process
6.2 Group Dynamics
6.3 Markstrat Online Main Screen
Figure 16 – Markstrat Online Main Screen
6.4 Brand Portfolio Decisions
Figure 17 – Brand Portfolio decision screen
6.5 Production, Price & Advertising
Figure 18 – Production, Price & Advertising decision screen
Figure 19 – Market Research Study decision screen
6.6 Market Research Studies
6.7 Sales Force and Distribution
Figure 20 – Sales Force and Distribution decision screen
6.8 Research & Development
Figure 21 – Research & Development decision screen
6.9 Checking your Decisions
Figure 22 – Decisions – Overall marketing budget
Figure 23 – Decisions – Brand management summary
Figure 24 – Decisions – Research and development summary
Figure 25 – Decisions – Errors & Warnings
6.10 Validating your decisions with the Marketing Plan Tool
7. Positioning and Research & Development
7.1 Semantic Scales & Multidimensional Scaling
Figure 26 – Semantic scales study: Ideal values and brand perceptions
Figure 27 – Relationship between attributes and semantic scales
Figure 28 – Perceptual map
Figure 29 – Relationship between attributes and MDS perceptions
7.2 Repositioning Strategies
7.3 Positioning with Advertising
7.4 Positioning through Research & Development
7.5 Research & Development
8. Sample Decision Form
9. Sample Annual Report
9.1 Newsletter
9.2 Company Report
9.3 Market Research Studies
10. Frequently Asked Questions
Administration
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Markstrat Online Student Handbook English

Markstrat Online Student Handbook English

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Published by Manoj Perumal

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Published by: Manoj Perumal on Nov 10, 2012
Copyright:Attribution Non-commercial

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10/12/2013

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