Market-Based Management 6th Edition by Roger Best

Exercise 13

The four interactive marketing performance tools and application exercises outlined here will strengthen your understanding of market potential, the MDI, the market share index, the SDI, the product life cycle as it relates to profit, and sales forecasting. To access the tools, go to rogerjbest.com. You can determine the answers to many of the questions by entering the data in the questions. You may also enter other data to see the results, and you can save your work. The figure numbers in parentheses are related examples in Chapter 3, but the lettered instructions pertain to the online exercises.
Market Share Management (Figure 3-16)
A. How much would the market share index and SDI change if product attractiveness could be improved from 45 percent to 60 percent with more effective advertising?
B. How much would the market share index and SDI change if a product's purchase metric could be improved from 75 to 80 percent?