These two important studies were not bought by your prior management in the last hypothetical round, Round

0, so you don't
They are shown from the perspective of Team 1, but the information is the same for all 6 team, so al teams can use this to thin
Make sure that you buy your own studies in each round for use in the next round. The contents of the studies are updated i

Market Study 10: Sales Force Experiment

Market: Devices
Company: 1 Red (Company 1) (Each team could simply assume that this is your team number, with your team's two initial prod
Period: 0
Company Product Alpha Beta Gamma Delta Epsilon Total
1 Red Baller 21% 21% 21% 21% 21% 21% Try to understand what the "21
Banness 21% 21% 21% 21% 21% 21%
Percent change in demand if your Sales Force were multiplied by 2.0 (For example +100 means that twice as many purchasers

Market Study 11: Advertising Experiment

Market: Devices
Company: 1 Red (Company 1) (Each team could simply assume that this is your team number, with your team's two initial prod
Period: 0
Company Product Alpha Beta Gamma Delta Epsilon Total
1 Red Baller 230% 230% 230% 230% 230% 230% Try to understand what the "23
Banness 230% 230% 230% 230% 230% 230%
Percent change in demand if your Advertisement expenditure were multiplied by 2.0 (For example +100 means that twice as m

The first two slides of my Sabre Lecture Notes has important information on the meanings of these indices. The Student Guide
cal round, Round 0, so you don't have them in Round 1.
, so al teams can use this to think about how to improve your advertising and salesforce spedning decisions.
nts of the studies are updated in each rounds, making it important to keep buying studies in all rounds.

with your team's two initial products, and the data would be the same)

Try to understand what the "21%" means and how you should change your sales force decisions in Round 1 based on that.

s that twice as many purchasers would want to buy the product, if everything else including competitors' actions were held constant. Note

with your team's two initial products, and the data would be the same)

Try to understand what the "230%" means and how you should change your advertising decisions in Round 1 based on that.

mple +100 means that twice as many purchasers would want to buy the product, if everything else including competitors' actions were held

hese indices. The Student Guide and Pre-Reading have more detailed information on them.
d 1 based on that.

ctions were held constant. Note that stock-outs can prevent demand from being met.)

nd 1 based on that.

g competitors' actions were held constant. Note that stock-outs can prevent demand from being met.)