View
221
Download
0
Category
Preview:
Citation preview
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 1/62
,f,,°
¾¯fn°¾¾
°¾¯°°¯f
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 2/62
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 3/62
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 4/62
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 5/62
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 6/62
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 7/62
°f
W ¾°¾¾f½½nf°,f°,
¯°
W
nf¾¾W °¾f°f°¾¾¾
W °n°¯ff°n
f½½fn¾½¾¾°¾f°¾nff°¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 8/62
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 9/62
,f°,¯°
W f¾nf̄ ¾f½½¯f¾¯½fn¯f°¾¯°¾½¯°ffn¾f°½nfnn¾°¾f¾ f°ff°¾¾
W D¾f¾¾¾f°¯½¯°f¯f°¾f¯f¾°
n°¾¾n°°¯f°fn¾¾f¾
n°n¾¯f°°¯°°°¾¯°¯f°¾½°
9nf¾n
¯½fnn¯½¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 10/62
,,,¾"
W ¾f¾nf¯¾¾¯f°¾nfff¾f¾f¾
f½°°fff°¾½f°fff¾f¾
¯f°fn¾½n¾f¾°ff°¯fnfn¾
W @¾¯½¾f°f¾¯¾°f¾¾°
W@½¯¾°¾nff°f¾¾¯fn°¾¾f°½nf¾nf°
¾¯ff¾n°f¾
9 9 9 9 $,08 1 . .- LL ;,7 ;,7
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 11/62
fn¾fn¾f¾
¾°
@I
f
9°
°°
9¯°¾
½°¾¾½¾
°¾
9n
f¾°
,nf°¾°
¯½°
f¾°f
Jf
n°¯n¯f½n
°¾ff
f¾
9 9 9 9 $,08 1 . .- LL ;,7 ;,7
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 12/62
,,,½©n½n¾¾
©n¾°¾n½
¾n¾¾ff
fff
¾°fff¾
ff½½ff°Wnff
WIfff¯°
f°n°¾fff
W9¾°½f
f°f¾¾n°
,½¯°W¾¯f°
Wf°¾n¾
Wfnf¾9n
f¾nf°¾½°¾
n¾
9¾°f°W°½f°
¾¾
Wf°°f°
n¯¯°f°¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 13/62
f¾¾
W °°n¯½f°9 f°¾fff¾°
°¾¯°¾¾f¾°¾¾°D¯°
W °#¾¾°¾
W ¯nf¯ff¾°"
W Jf¾°°°¾¯°¾¯ffn¾"
W
Jn¯f°¾fff¾n"W Jf#¾°°n½n°¾f¾"
W ½¯ffnf°fn¾¾½n¾"
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 14/62
@fff
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 15/62
¾°ff
W @½¯f°n@If°ff¾°¾½¾¾°
¯¾¾¾f°9°¾%9¾%f°½°¾f
½n°f½°ff°nf°9¾¯f¾
fff°½°¾°f°f¾°nf¯½f°
9¾%%fn&°n
f¯½#¾f¾¾¯fn¯¯nf¾fnf¾
¯¾°@I
¾ ¯°ff
¾°¾f°°
¾ ¯°ff
¾°¾f°°
9¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 16/62
¾°ff
W ½ f¾½@Inf¯½f°¾
¾f¯½ff½°¯°W fnnf¯½f°f¾¯¾
W ¾f°f°¾½°¾f¾f°@If¾°"
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 17/62
fn@I
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 18/62
fn@I
W @½¾@If¾°¾ff°¾¾
¾°°¾f¾
W n f¾°n¾°ff°°°
°fn¾
W ½f¾¾¯ff¾°f¾¾f¾
@¾¯f¾°ff¯f½f°°¾
L
-
--9 9 9
$94. #! $94.
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 19/62
¾°ff
,
@I½°
,
f
,
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 20/62
°½¯°¾
W ¯f°n
¾½°¾¾½
½n½fn¯°
¾f¾½¯°
¯nf°¾°
f¾¾
W
D¾f½¾°¯¯¾%ff¾f°f½¯°f¾½fnf°¾%
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 21/62
°½¯°¾
½°¾¾½Jf
f¯½°¾½
f ½ ¯ °f½¯°¾n°
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 22/62
9n
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 23/62
f¾°f
f ½ ¯ ° ¾ n ° ¾¾f¾°f¯¯
9f¾f
°¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 24/62
½ff°f¾¾
$0708$$$,250
-807;,9438
0,3
0/,3 , 2:2
32:2 $9/0; $03088
:7948 8
,76:007,
!74-,-9
f°¯f¾f¯f°¾n ¾f¾
nf½ D°¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 25/62
,½¯°
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 26/62
f¾ +
&n%9¾@I+
& n%9¾f+&n%+
&9¯°¯¯ +
&f¾°f +&9n +
¾¯ff°
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 27/62
,f°¾n¾
W ,
°nf°¾ff°¾f
W Iff¾
°nf°@¾f¾ n°¾¯¾¯f¾°¾
Iff°n°f°fn
W ¾f¾
-¯f%ff%
¾°n¾fnf°%°Jf¾°
nf¯%
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 28/62
¾f¾f°¾n¾
$0708#$$,250
-807;,9438
0,3 0
0/,3 ,2 :2 32 :2
$ 9/0;
$03088 :7948 8
,76:007, !74-,-9
°Jf¾°
J½¾fnf°
J°ffnf°
1
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 29/62
¾¯ffn¾n°°¾f¾
f¾ ¾¯f°n½
f°°½f¾f°
WI¯°f°f¾°nf°¯f°
fn
W°nf¾°f°f°¾¾#f
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 30/62
¾¯ffn¾n°°¾f¾
f¾ + &@I +&f +
& + &9¯°
@I°°%#f°¾%
nn°&¾n%@I%
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 31/62
¾¯ffn¾n°°¾f¾
¾¯f°n½
f°°½f¾f°
f¾ + &@I +&f +
& + &9¯° + &f¾°f
9 f n ¾ f
° ¾ 9f¾f
°¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 32/62
¾¯ffn¾n°°¾f¾
-f½n
n
f¾ + &@I +
&f +
& + &9¯° + &
f¾°f &9n
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 33/62
,f°¯%¾f¯½½%
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 34/62
¾¯ffn¾n°°¾f¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 35/62
¾¯ffn¾n°°¾f¾
L
,.947 .4011 397 -:9 43%49$,084
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 36/62
¾¯ffn¾n°°
°
.0 ,.947 .4011 -:9 43;03:04397 %49 !7 #0
LL
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 37/62
%%489
-:9 43;03:04397 %% #
#0
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 38/62
¾f¯f¾°¾"
¯°¾°
°¾
@¯°¾°
¯f¯¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 39/62
¾½°¾n¾
05 #!8-, 05 LL
05 #!820,3#!8-,$ LL
@f°°fnn°
¯°¾°°¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 40/62
9nf¾n
W ¾¾¯½°n°¾f°f¾nfn¾¾¾f¯½n
¯½¾f°ff°°¯f°½n
W ¾°nn°¾¾°¾½¾¾
f°¾¯f½nf¾n
9nnn°
f½n
f¯¾f¾f°¾
!7
.4011 ;$,08
.0 ; ,89 .9 ½°½n
°nf¾¾¾f¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 41/62
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 42/62
°#¾¾°¾
¯nf¯ff¾°"
W °°@I
W
¯°fW ¯°°ff°
½¯°ffn¾
°¾¯°¾°¯f°f°°°
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 43/62
°#¾¾°¾
Jf¾°°°¾¯°¾¯f
fn¾"
fnf°¾°@I f¾
fn
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 44/62
°#¾¾°¾
Jf#¾°°n½n°¾f¾"
½°½n°nf¾¾¾f¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 45/62
½¯ffnf°
fn¾¾½n¾"
½¯f 9¾
½¯f
9¾
½¯f 9¾
,f¯¯
,f°f
°
,f¯¯
f°
9°
ff°
°¾¯°f
f°¾¾°
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 46/62
,7093 $,250:95:9
9¯@Iff°
J9¾
J f ¾
½¯f°
I ¯
@¯
J J J J J
J 9 ¾
fn
f¾ $ f¾ ° f @I$ f $ 9° n ,f ° f ¾ $9 ̄ ° ¾
¯f°¾n
¯°¾°°¾
¯°¾°°¾ ¾½°¾½°°
f°f9¾¾°¾¾°f°f
¾f¾
fn %n%f¾¾fnf°f
J°fn¯½°°¾ff°f¾
¾f¾¾nff¾n°¾f¾
f°°f°¯f°¾n
,f°¯%¾f¯½½%
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 47/62
9¾f°n°¾
W ¯½f°°
W @n¯¾fn
ff½¾f°°
¾fn
W °¾nf°°°
°¾n°f¾f°
ff°½f¾
½¯f°n
W f°fff
W I¾nn¾¾¯
°
W f°¾°#¯½
nf¾f
W ¾¾½¾¾¾°¾
¾½nf°¯°
°¾
W ,½°¾°
ff¾n¾°
W 9°nf¾°
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 48/62
½¾¾f¾n¾
W nf°
°¾f¾f°@I
n¯f°
¯fnf¾¾¾f¾
¾f¾nf¾¾¯f
fffnf¾¾
¾f¾f°@I
f¾,f
°n¯
Jf¾"
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 49/62
-°¾°¾nf°¾
W ¯¾½¾
nf°¾
fff°
½½°¯ff¾
-f°f°n¯f°
¾°¾½¾
°f°ff°fnn¯f°f°°f
f°f
W °f°f
nf°¾°#
½¾¾
f¾°f°
Wf°¾¯¾¾½½f
Wfnfnf°¾°¾f°°n¾
Wf¾f¾nf½¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 50/62
Jfff¾¾f°
°n"
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 51/62
-¯f
W f,f°
¾½f,f°
fn°°,f°%99%
f,f°
,,f°
nf,f
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 52/62
-¯f
W fffff
¯½¾¾°¾
n¾
9¾°fn
¾½°f¯°¯n¾
W f¯½ffn°n°
nn
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 53/62
°f¯¾
W °f¾¾°
W ¾n¾¾°
W
¾n¯°f° f°f¾¾W fnf°f¾¾
W ¾f°f¾¾
Wnff°¾¯°
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 54/62
¾f
9¾¾°¾
f°f f°f D f°f
-ffD-ff-ff
° ° D °
++
++
++
f¾ -f¯f nf9nnf¯f
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 55/62
9¾¾°¾f¯½
f¾f°f n&@If°f +
n&@I°+n&ff°f +n&f° +
°f
f¾° n&@If°f +
n&@I°+n&ff°f +n&f° +
°
L
#,/ 4
#,/ 4
%'
%'
....
....
$,08
$,08
1
1
,fn¾f¾¾fn¾¾°¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 56/62
f¾°n¾n°¾¯¾"
D°¾f°°
½n¾¾nf¾°fn¾
n°¾¯¾
n¾f¾°f¾½f¯
@°¯f
@n¯½¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 57/62
@½nf¾°°
W f¾n½n¾¾f
f¾½nf¾
f½nn°¾¾¾°
f°¾¾ n¾¯¾ff¾°n
f½n
°¾f° fn
½¾¾°f°°¾°
n¯½f°
9nf¾
f°¾¾
°¾f°
9nf¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 58/62
J°°¾ff
W ¾f¯½f
f°n¾°
ff°ff°¾¾
n°¾f°f°nn
W ¾fnf°n¾½
ff°¾¾n°¾f°
f°½nf¾¯¾¾°
¯¾
½nf¾¯f°¾f°
½½½nf¾½n
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 59/62
@¾°½nf¾°°
f°¾¾ °¾f° 9nf¾
,f
¾°¾n¾¾
°°n°ff°¾¾If
ff°¾¾¾f°n°
n°¾f°n¾n°¾¯½nf¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 60/62
@¾°½nf¾°°
W f°¾¾n+n&@I+n&f+n&+
W °¾f° &ff°¾¾ +n +
W 9nf¾ &°¾f° +&f°¾¾+n +
L
L
9
9
9
9
9
9
9
9
9
#,/ 4%'
4389
.
.
....
! :7.
438
,7
--
,-
,,
1
1
1
fff¯¾°¾°nf°n°¯
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 61/62
°f
W ¾°¾¾f½½nf°,f°,
¯°
W nf¾¾
W °¾f°f°¾¾¾
W °n°¯ff°n
f½½fn¾½¾¾°¾f°¾nf
f°¾
8/3/2019 Lecture 9 - Marketing Mix Modelling
http://slidepdf.com/reader/full/lecture-9-marketing-mix-modelling 62/62
°n¾
Recommended