SUMMARY OF EVERYTHING YO U NEED
ALL LECTURES + SELECTED READINGS
+ ALL AVAILABLE WEEKLY QUIZZES
+ EXAMS (2016-17, 2017-18, 2018-19)
E n h a n c e d w i t h a d y n a m ic t a b le o f c o n t e n t s .
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Table of Contents
Week 1............................................................................................................. 10
Lecture 1: Introduction to Marketing Models ............................................... 10
Model building........................................................................................... 10
3 Type of Models: Iconic, analog and symbolic .......................................... 10
Reasons to use Models .............................................................................. 11
Reading 1: Market Models Chapter 1 ........................................................... 12
1.2 Verhouten Case ................................................................................... 12
1.3 Typologies of Marketing Models .......................................................... 12
1.3.2 Decision Models vs. Models That Advance Marketing Knowledge
............................................................................................................. 12
1.3.3 Degree of Explicitness: Implicit vs. Verbal vs. Formalized vs.
Numerically-Specified Models .............................................................. 13
1.3.4 Intended Use: Descriptive, Predictive and Normative Models..... 15
1.3.5 Level of Demand ............................................................................... 16
1.4 Benefits from Using Marketing Decision Models ................................. 16
1.4.1 Direct Benefits ............................................................................. 16
1.4.2 Indirect Benefits .......................................................................... 17
1.5 The Model Building Process ................................................................. 17
Quiz 1: Questions + Answers......................................................................... 20
Week 2............................................................................................................. 23
Lecture 2: Model Specification (1) – Model types, elements and critera ...... 23
Model Types .............................................................................................. 23
Intended use: Descriptive, Predictive and Normative .......................... 23
Level of demand: Product class/form/industry sales, Brand sales, Market
share .................................................................................................... 23
Amount of behavioral detail: No detail, Some detail, Substantial detail
............................................................................................................. 24
Model elements......................................................................................... 24
Single equation model.......................................................................... 24
