This case focuses on the formulation of annual marketing plans and budgets for two industrial products in different stages of their life cycles. Long-range strategies have been decided. The question is how to implement these strategies through short-term marketing plans. How much to spend, on what, what messages to use, to what audiences--all are questions raised in this context. The case allows the use of Lotus computer modeling if the quantitative aspects of the case are to be emphasized (Response Functions and Models). Three student Lotus worksheet files are available on computer diskettes.
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