Abstract:

With 10 years of use and 500 applications, ASSESSOR has enriched its capabilities as a model structure, has incorporated quite a few decision aids and is delivering experience data base services. The model is a simultaneous system which structures market response through share or volume and represents consumer acceptance as a function of various market characteristic dimensions - purchase type, category definition, consumer segmentation - and innovation response process dimensions - learning, loyalty, non-users. It has special versions which cover many marketing situations - mix option choices, line extensions, range assessment, relaunching or competitive environment changes.