Marketing Options Analysis Summary


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Marketing Vee

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Marketing Vee

  1. 1. Marketing Options Analysis Summary 1 Focus question: Which of 8 marketing project PLANNING ideas should Jeff pursue? EVALUATION 2 Value basis: 10 Value claims: Jeff doesn't have time to pursue Jeff has a clear idea of which markething option to pursue. all 8 options and wants to make a Knowing why he chose it will smart choice. eliminate the distraction of other options and provide motivation to proceed. 3 9 Theory basis: Conclusions: Taking a structured approach and One option emerged as best having another person's input will meeting Jeff's criteria result in a better decision. 4 8 Transformations: Conceptual basis: Sequential discussion of options allowed Options: What alternatives? thorough consideration of each Objectives: Achieve what? Systematic comparison of criteria facilitated Evaluation criteria: Estimates of comparison of competing goals how well each option satisfies Visual & numerical ranking gave a concrete Jeff's objectives. sense of strength of relative preference 5 Methods basis: 7 Records, quality of data: Meet several times Thorough analysis (discussion & Some "offline" work also file) of options Diverge, then converge Adequate time to consider & add Eliminate obvious losers to options Can retrace reasoning IMPLEMENTATION 6 Objects & events: Listing of options Pros & cons of each Brainstorm objectives Prioritize objectives Karen O. Storer 2006 Evaluate options re: objectives www.pictureitsolved.com

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