Your-Marketing-ToolkitSM

Hands-On Decision Support Tools based on Quantitative Market Information

The profitability and success of all businesses rests in the market­place.  Effective business planning therefore must require a Pervasive Marketplace Awareness based on reliable data.  However, merely understanding the marketplace is insuf­ficient. The information must be engaging and compelling of action through answering provocative what-if questions.  Your-Marketing-Toolkits provide the “Pervasive Marketplace Aware­ness” and facilitate customer information driven business development based on affordable quantitative marketing research.   However, the toolkit concept goes beyond the merely providing a view of information; they are designed to provide the “hands-on” testing of ideas.  They are intended to help business management teams to fully utilize market intelligence. 

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The components in the toolkit consist of graphs, charts, simulators, models and tables driven off of market and business data.  These are not new concepts or new planning methods, but enhanced procedures that have been used effectively.  What Your-Marketing-Toolkit does is provide an ensemble of these tools in a useful effective way, driven from a common knowledge-base and in a standardized format.  The intent of the toolkit is to allow the business team to become wiser by fully utilizing the knowledge and market intelligence. 

 

 

 

 

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Your-Marketing-Toolkits are designed around well struc­tured market research methods.  The information from these studies are then used to create the planning tools such as the Perceptual Maps, shown on the right.  Relatively simple methods are used with modest number of respondents for exploratory issues such as the assessment of new product concepts.    However for more involved business problems more complex customer measurements and analyses are needed.  The toolkits are designed to be modified to allow these additional sources of information to be integrated.

 

Your-Marketing-Toolkits are built in Microsoft Excel with­out additional add-ins.  They are organized as a series of charts and table placed into interlinked spreadsheets.  These charts are integrated to give a multiple perspec­tives and show different levels of detail for use for both strategic and opera­tional deci­sions.   Included in the work­book is the supporting marketing research data.  Input Data Sheets are provided to enter the market­ing research data, character­istics, and the competitive intelligence.

 

The toolkit is not an end-point creation.  It grows, it is customized and it changes to meet the varying needs of busi­nesses and their competitive situations.  While the “look and feel” of the toolkits is intended to remain consistent, the set of tools and the information sources will vary.   Applications of the toolkits vary widely from fairly simple applications in the early planning and evaluation of new products to the more complex issues of planning a product launch and the repositioning of existing products and businesses.

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Your-Marketing-Toolkits are designed around well structured market research methods and data.  Relatively simple methods can be used with modest numbers of respondents for exploratory issues such as the assessment of a new product concept.  However for more involved business problems more complex customer measurement and analyses are needed.  Your-Marketing-Toolkits are designed to be modified to allow these additional sources of information to be integrated.

 

Applications of Your-Marketing-Toolkit

 

· Overall

· The Marketing War Room

· Business Assessment

· Product Design

· Offering Design

· Product Pricing

· Segmentation

· Marketing Six Sigma

· Branding

· Customer Satisfaction

· Innovation

 

 

 

 

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For more information on developing Your-Marketing-Toolkits:

Eugene B. Lieb

Custom Decision Support, LLC

genelieb@lieb.com

http://www.lieb.com

(831) 854-2256