MCS 4600 Lecture Notes - Lecture 1: Mind Share, Marketing Mix, Root Mean Square

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 4600
• Professor: Lefa Teng

Document Summary

**don"t go beyond the case, don"t look at info that was released post when the case is*: problem statement, state the problem in one or two sentences, should be decision-orientated in the form of a question, situation analysis. 3: emphasize information relevant to the problem and your decision process, analyze the rm"s situation (strength"s and weaknesses: sw - 5 points each) internal, analyze market situation (opportunities and threats ot - 5 points each) external. Rank on a score of 1-5 (5 being the best) and then total the scores at the bottom. All factors are weighted equal: recommendation and rationale, identify the series of key decision criteria, justify the selection, be best suited to the resolution of the stated problem, need to explain why the option is the best! It is not just about the score received in the table.