Application of models to improve sales prognoses
The present contribution introduces a prognosis model developed by GfK Testmarktforschung especially for data out of micro test markets. This model allows the explicit consideration of measures of the marketing mix. This permits: 1. A prognosis even if, for the national market introduction, a marketing mix is executed which differs from that realized in the test period; 2. The answer to "what-if" questions and consequently a simulation of different measures of the marketing mix. The advantages of the model will be demonstrated on the basis of various examples.
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