Read Chapter 6 in the Walker and Mullins text and then, using the steps shown in Exhibit 6.7 and the sample factors listed in Exhibit 6.8:
Identify and explain what MARKSTRAT information (from company and marketing research reports) you would use to build a MA/CP Matrix; then,
Build a matrix based on your team data for the most recent period in the simulation (see Exhibits 6.9 to 6.10 for examples).
Alternatively you may use this spreadsheetPreview the documentView in a new window to build your matrix.
Markstrat Website: http://markstrat.stratxsimulations.com/WebApp_MarkstratWeb/PrepareHome.aspx
Participant Activation Key (PAK): GMW-KUL2Q
Industry Name: Bulls
Team Name: R
Team Password: 8172
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