Part 2. MM4XL Tools > 1. Strategic Tools > Profile Manager > Profile Manager in a Nutshell

Profile Manager

Profile Manager in a Nutshell

Professor Kotler suggests that marketing managers evaluate models drawn with the same modelling technique applied by Profile Manager when they want to make explicit the individual effect variables exert on brand switching behaviour.

The typical application of Profile Manager is when planning new product development (NPD). Marketing research suppliers often suggest running Conjoint Analysis for highlighting the combination of, say, product attributes that maximize customer preference. When, however, one cannot afford the investment for a new study or, even better, if one has dated data, which may still hold, running Profile Manager could supply an understanding of the behaviour of market shares according to the preference of customers that can help choosing among alternative concepts, such as new products, new claims, new target audiences, and more.

Profile Manager Software to Model Market Development

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