A global approach to marketing mix optimisation

Date of publication: March 1, 1999

Abstract:

This paper demonstrates consumption-oriented forecasting techniques to explain the influence of individual economic fields relevant to the purchase decision on the marketing mix variables of a company. New statistical methods have been developed to calculate the different impacts. For the first time in the history of marketing intelligence analysis in the automotive industry all relevant market information is available in an integrated data warehouse. Integration of this information with new simulation techniques enables answers to be found to decisive matters relating to marketing as well as price harmonisation strategies impact of individual marketing variants quantified and trends analysed by products and models. In addition to the necessary quantitative analysis of the impact of the entire competitive environment new possibilities of early warning identification and critical developments trend changes changes in purchasing behaviour etc. are shown in this first global application experience within the European automotive industry.

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