Exercise $3$

MRKT $350($Marketing Analytics$)$

Instructions:

$-\backslash (\backslash$quad $\backslash )$ Students must organize themselves into groups of $2-3$ people to do the homework.

$-\backslash (\backslash$quad $\backslash )$ The homework consists of three questions.

$-\backslash (\backslash$quad $\backslash )$ Submit your answers as a word document. You can copy$-$paste relevant parts of excel spreadsheet $($if any$)$ into the word document. Show your work.

Question $1$: Bass model

Sales pattern for a new tablet computer is given $($Bass Model exercise spreadsheet$).$

$1)$ Using the data set $($Bass Model exercise$),$ estimate $\backslash ($ p $\backslash )($coefficient of innovation$),\backslash ($ q $\backslash )($coefficient of imitation$)$ and the market potential M$.$

$2)$ Calculate the peak sales and time of peak sales? Is the model predicting well?

$3)$ What will be the estimated sales in $2024?$

$4)$ The firm believes that the diffusion pattern for the new tablet computer will be similar$\_$to 'laptop' computer which had $\backslash (\backslash$mathrm$\{$p$\}=0\mathrm{.}1\backslash )$ and $\backslash (\backslash$mathrm$\{$q$\}=0\mathrm{.}3\backslash ).$ What was the peak sales for the 'laptop' computer? Estimate the market potential M for the tablet computer using these values for the coefficient of innovation $($p$)$ and coefficient of imitation $($q$).$