Scribd Logo
Upload

Welcome to Scribd!

  • Pro$itability & Marketing: A Statistical Approach

    Uploaded by

    Louie CUNANAN
    72 views12 pages
    Marketing a statistical approach group una agenda overview type of data used analysis variables used assessment so what did we find out? Benchmarking Telephone interviews with CMOs 697 observations from 5 countries July - August 2002 Extension from previous predictive 500 adults ages 20-44 Across 10 locations in the UK predictive 99 pharmaceutical brands marketed by 26 pharma companies, spanning 4 clinical categories and 4 European countries.

    Original Description:

    Original Title

    20090930.LOUIECUNANAN.PresentationDesign

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Marketing a statistical approach group una agenda overview type of data used analysis variables used assessment so what did we find out? Benchmarking Telephone interviews with CMOs 697 observations from 5 countries July - August 2002 Extension from previous predictive 500 adults ages 20-44 Across 10 locations in the UK predictive 99 pharmaceutical brands marketed by 26 pharma companies, spanning 4 clinical categories and 4 European countries.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    72 views12 pages

    Pro$itability & Marketing: A Statistical Approach

    Uploaded by

    Louie CUNANAN
    Marketing a statistical approach group una agenda overview type of data used analysis variables used assessment so what did we find out? Benchmarking Telephone interviews with CMOs 697 observations from 5 countries July - August 2002 Extension from previous predictive 500 adults ages 20-44 Across 10 locations in the UK predictive 99 pharmaceutical brands marketed by 26 pharma companies, spanning 4 clinical categories and 4 European countries.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 12

    Pro$itability
&
Marketing


    a statistical approach
    group
    3

    Louie
Cunanan

    Una
Clifford

    Viridiana
Castillejos

    agenda

    overview


★


    type
of
study
&
data
used

★


    analysis
&
variables
used

★


    $indings
&
assessment

★


    q&a

★

    so

    what
did

    we
choose?

    Marketing
Metrics:


    European Management Journal
    Status
of
Six
Metrics
in

    2004
    Five
Countries


    Long‐term
Impact
of

    Integrated
Marketing
 Review of Marketing Science
    Communications
 2004
    Program


    Marketing
Spending

 University of California, LA


    &
The
Volatility
of
 Andersen Business School,
    Revenues
&
Cash
Flows
 2009
    these


    are
what

    we


    found
out.

    Descriptive,
 Telephone interviews with CMOs
    Benchmarking
 697 observations from 5 countries
    July – August 2002

    Explanatory,

    Extension
from
 500 adults ages 20-44
    previous
model,
 Across 10 locations in the UK
    Predictive


    99 pharmaceutical brands
    Explanatory
&
 marketed by 26 pharma
    companies, spanning 4 clinical
    Predictive

    categories & 4 European
    countries
    and

    statistically

    speaking

    …

    Market Share / Perceived
    product or service quality /
    Principal
Component
 Customer Loyalty / Customer
    Analysis
with
Varimax
 Profitability / Relative Price /
    Rotation
 Actual or potential lifetime
    value / Country where based

    Long-term Profit / degree of


    Regression
Analysis
 IMC synergy / Total Media
    Budget / Competition/
    Uncertainty

    Revenue & Cash Flows /


    Market
Response
Model

 Market Expenditures /
    Competitive Market
    Volatility
Model

    Expenditures / Unit Sales
    take‐aways

    for
you

    &

    our
much

    awaited

    thoughts.

    Adequate mention of past
    1+
out
of
6
metrics
now
 literature. Reader-friendly.
    part
of
management
 Reasonable sample.
    reporting

    Germany
vs.
Japan
Case
 Industry split is ignored.

    Overriding theory. Limitations


    were clear.
    Synergy
&
Budget

    Relationships
in
 Can model be validated given
    Uncertain
Markets
 limited data? Applicability?

    Unique study. Attempt to


    explain models used.
    Trade‐off
Matrix
for

    Managers
 Very predictive. Limited
    samples. Applicability of
    research?
    any


    questions?


    You might also like