Non-Compensatory Decision Rules
Non-compensatory decision rules are used by consumers when evaluating products. Find out about conjunctive, disjunctive and other rules.
Videos
Compensatory Decision Rules
Find out how compensatory decision models work. In short, they look at the overall product offering considering all product attributes.
Marketing Mix Multiple Choice Review Questions: VIDEO
20 MCQ’s for the PLACE Mix 20 MCQ’s for the PRICE Mix Also see the Marketing Trivia Quiz
Make the PLC: A Free Excel Template
The product life cycle template for Excel – available for free download Often students want to graph multiple products onto the product life cycle using an Excel spreadsheet or some other charting approach. Perhaps surprisingly, this is sometimes awkward to produce easily, given the focus on the Excel spreadsheet to produce graphs rather than images. … Read more…
How to decompose market share: VIDEO
Market share can be decomposed into three components, namely: Penetration Share Share of Customer Usage Index The following video explains how these three components work together to calculate overall market share.
Videos on CLV
There are five CLV videos available here: Using the free Excel CLV template (available for download on this site) A step-by-step guide to the CLV formula and calculation Using Excel to calculate CLV (without the above template) A guide to understanding discount rates An overview of financial metrics for marketing
How to create a BCG Matrix in Excel (video)
Here are two videos where you will learn how to make a BCG matrix on Excel from start to finish. The first video covers Excel 365, and the other video is for older versions of Excel. Alternatively, if you are new to Excel, please note that there is a free Excel template available for download … Read more…
Calculating customer lifetime value on a step-by-step basis
Customer lifetime value is often called marketing’s golden metric. Certainly in most service industries, customer lifetime value would be a very important marketing metric. Customer lifetime value can be calculated quite simply at times, with a ballpark estimate. This may be appropriate for quick calculations and for general comments within a meeting, but is not … Read more…
A perceptual map maker
Why create a perceptual map from scratch? Perceptual maps are often quite difficult to format, so take advantage of the free perceptual map template that I have built for Microsoft Excel. It is quick and easy to use – ideal if you need to analyze multiple perceptual maps the same time. Here is the … Read more…
