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Quantitative Marketing (Fach)

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• 5. Strategic Market Analysis 6 Strategic Marketing Decision Making Market Demand and Trend Analysis The Product Life Cycle Cost Dynamics: Scale and Experience Effects
• 2. Customer Value Assessment als Valuing Customers 5 Customer Value and Customer Choice Approaches to Measuring Customer Value (objective, behaviors, perceptions) Valuing Customers and Customer Lifetime Value
• 3. Segmentation & Targeting 4 Segmentation Process Defining a Market Segmentation Research Segmentation Methods Behavioral-based Segmentation
• 4. Differentiation & Positioning 4 Key concepts Positioning Strategy Positioning Using Perceptual Maps Applications of Perceptual Maps Perceptual Mapping Techniques
• 6. New Product Decisions 4 New Product Decision Models Conjoint Analysis for Product Design Product Diffusion Models & Market Forecasting
• 7. Advertising & Communication Decision 3 Advertising Effects: Response, Media, Copy Advertising Budget Decisions (Media Decisions, Advertising Design)
• 1. Introduction - Marketing Analytics & Marketing Decision Models 2 Marketing & Marketing Management Marketing Decision Models Benefits of using Decision Models

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