Session+7+student - BTB: Current Big Picture execute...

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evaluate BTB:  Current Big Picture marketing objective source of volume business objective place price promotion execute product position segment target STP entity goal competence retention acquisition steal share demand- stimulation main variable dynamic variable TA description 5-box positioning  statement search experience credence length breadth depth awareness information image behavior value/competitive trial/continuity Superior Touch High quality  soup bases Capture ~8% market share acquisition steal share from bouillon cubes convenient nutrition bouillon users  with salt issues “less sodium than bouillon” search intensive awareness information competetive $5.15 ($.136/serving)
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Bodies Behaviors Bucks BTB:  Acquisition/ Steal Share X Bouillon users x % concerned about sodium Target audience: x potential buyers probability of   conversion: x% X = # of new purchases: x X price: $5.15 Rev from acquisition/ steal share: $x average purchase quantity: x X
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“ASSESSOR”  Simulated Test Market Advertising Exposure For Existing and New Brand Simulated Shopping Trip First Choice Recorded Second Choice Recorded Everyone gets target product Home Use
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Pre-Test  Accuracy  Source: Glen L. Urban and Gerald M. Katz (1983), “Pre-Test-Market Models: Validation and Managerial Implications,” Journal of Marketing Research , 20 (August), 221-234.
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Session+7+student - BTB: Current Big Picture execute...

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