Your-Marketing-ToolkitSM
Hands-On Decision Support Tools based on
Quantitative Market Information
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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. |
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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. |
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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. |
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Applications of Your-Marketing-Toolkit · Overall · Branding |
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CDS |
For more information on developing Your-Marketing-Toolkits: Eugene B. Lieb Custom Decision Support, LLC (831) 854-2256 |
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