Marketing Analytics Mark 2010 Homework Question

Task 2: Dove's brand manager has recently cut the advertising budget which may have caused a decrease in sales from 1618 units in Period 1, to 950 units in Period 2. Given: Deviations = Observed sales - Predicted sales Calculate the deviations between Observed sales in Period 2 (refer Table 2 below) and Predicted sales in Period 2 (from your answers to Task 1 above). [2 marks] Table 2: Observed sales in Period 2 Shopper class Observed sales in P2 Non-buyers 163 Light-buyers (bought 1 unit) 350 Medium-buyers (bought 2-3 units) 327 Heavy-buyers (bought 4+units) 110 Total 950 Which shopper class is affected most by the advertising cut? [1 mark) Provide two applications that Conditional Trend Analysis is useful for: [2 marks] Task 2: Dove's brand manager has recently cut the advertising budget which may have caused a decrease in sales from 1618 units in Period 1, to 950 units in Period 2. Given: Deviations = Observed sales - Predicted sales Calculate the deviations between Observed sales in Period 2 (refer Table 2 below) and Predicted sales in Period 2 (from your answers to Task 1 above). [2 marks] Table 2: Observed sales in Period 2 Shopper class Observed sales in P2 Non-buyers 163 Light-buyers (bought 1 unit) 350 Medium-buyers (bought 2-3 units) 327 Heavy-buyers (bought 4+units) 110 Total 950 Which shopper class is affected most by the advertising cut? [1 mark) Provide two applications that Conditional Trend Analysis is useful for: [2 marks]