• Read the Star, Heskett, and Levitt article found in this week's readings. At the end of the article, read the Brand X scenario contained within the Exercises (but do not answer the questions that follow).
• Review the calculations contained in the Marketing Arithmetic Calculations spreadsheet in this weeks Readings, which demonstrates how to arrive at the values requested in questions 1 through 4 of the article.
• Experiment with changing initial data values listed at the top of the spreadsheet, paying attention to the effects those changes have on the calculated values listed under each question.