Case Overview and Assignments for Presentation
Business Marketing: Marketing 533 - Fall 2006
M&W, 8:00-10:00am – 124 Business
1. Monday, September 18 Commercializing the Kunst 1600 Dry Piston Pump
Construct a basic customer value model and then to use results to select a target market segment for a fundamentally new product, and outline a marketing program for introducing the Kunst 1600 in the targeted segment (Develop Value-in-Use Model software)
Team Assigned:____________________________________________________________
2. Wednesday, September 27 Durr Environmental Controls
What new product to offer to what market segment with which features and what selling proposition? (Use of Conjoint Analysis Software and Cluster Analysis Software)
Team Assigned:____________________________________________________________
3. Wednesday October 11 Addison Wesley Longman Case
How do the selection criteria for product or segment selection affect targeting and prioritization decisions? (Use of GE/McKinsey Portfolio Analysis Software)
Team Assigned:____________________________________________________________
4. Wednesday October 11 ABB Electric
Which customers should be targeted with ABB's new marketing program? (Use of ogit analysis software)
Team Assigned:____________________________________________________________
5. Monday, October 16 C-Tek Corp Salesforce Sizing and Allocation
How large should the C-Tek salesforce be? How should it be allocated to sales branches? (Use of Resource Allocation Software)
Team Assigned:____________________________________________________________
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