The output of a market model is a set of equations that spell out the relationship between sales and the variables of the market mix. With these equations one can predict what will happen if changes are made to the mix variables. Exhibit 20.18, for instance, provides an example of a "What-if" analysis tool to simulate the impact of price discounting. By changing the discounts in "%Price Off" column the user is able to see how those discounts will affect the sales volume and sales value, for the items in the category.
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In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Solutions for market mix modelling.
Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.