A marketing decision support system
Areas: Marketing Research and Decision Models Forecasting
Authors: Philip Parker, Associate Professor of Marketing
Minimum time required: 1 day
Tel: (33) (0)1 60 72 40 00
PENETRATOR is a comprehensive approach to forecasting the diffusion and sales of consumer durables.
Based on data collected from over 300 product categories in over 100 countries, a general approach to forecasting the growth of discontinuous innovations is proposed.
The models generate pre-launch forecasts of sales, household penetration and price declines.
- Enhance the understanding of forecasting techniques in marketing.
- Demonstrate the advantages of forecasting techniques before the launch of new products.