session 16 - Marketing Game Major Information to Start...

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Marketing Game: Major Information to Start Company report for last year (page 3 of the handout on Monday) Last year’s industry sales report, product feature and price report, and marketing activities report (page 12 and 13 of the marketing game handout) Marketing research reports purchased last round (page 15-18 of the marketing game handout) All background information from handouts, for example the mark-up in the channel 1 is 50%, R&D cost function, production cost function, consumer description, and so on… Marketing plan made last year Pro Forma assumes that you will be able to sell everything you produce at the price(s) you set. Whether or not that actually happens will depend on the quality of your marketing strategy and your competitors strategies.
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TiVo Consumers The benefits associated with TiVo may not be immediately desirable to most people given the current consumption habits. Go beyond the problem of awareness and product complexity – using STP to cross chasm
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