1 resource allocation marketing strategy fall 2006 2 mid semester summary l scope of industry analysis rivalry entry substitutes buyers suppliers complements pricing golden rule strategic segmentation variables price discrimination behavioral data evolution segments new product development idea generation screening market research concept formulation pre test understanding competitors r&d and customer needs experience on dynamics innovators imitators bass model customers their language perceptual maps conjoint planning making choices diagnostics demand process awareness interest purchase intention availability 3 next few weeks thursday markstrat decision 6 tuesday nov 7 competition case american airlines 9 14 8 16 brita products guest speaker steven chan clorox following two speakers trevor traina schemalogic corporation bernd schlotter bain & co pedro martins sap cmr enterprises last week course wrap up 4 samsung 1999 at the time possibly biggest consumer electronics maker that consumers never heard about competed mainly behind scenes as supplier computer
