Markstrat
Student Handbook
The Alfred H. Heineken Chaired Professor of Marketing INSEAD
Jean-Claude Larréché
The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing INSEAD
Hubert Gatignon
Partner, Director of R&D STRATX International
Rémi Triolet
To search this document click CTRL+F
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Publisher: STRATX International
Production: Minute Man Press, Cambridge, Massachusetts Cover Design: Synergy Network, Waltham, Massachusetts Marketing Manager: Lucy Jacobus
Development Team: Rémi Triolet, Christophe Pottier, Aurélien Dauvergne Copyright ©2003 by Jean-Claude Larréché, Hubert Gatignon MARKSTRAT is a registered trademark of STRATX International ALL RIGHTS RESERVED Software © 2003 by STRATX International
No part of this book may be reproduced in any form, electronic or mechanical, without the prior permission of the publisher. ISBN# 0-9743063-0-4 Version – 2.0
ii
Contents
Introduction __________________________________________________________ vi Questions and Technical Support_____________________________________ vii About STRATX________________________________________________________ viii
1. Registration and Software Setup_____________________ 1
1.1 1.2 1.3 The Registration Process _______________________________________ 1 Downloading and Installing the Team Software __________________ 3 The PRACTICE Industry _________________________________________ 4
2. The Interface Menu ________________________________ 5
2.1 2.2 2.3 Markstrat Online Overview ______________________________________ 6 Opening a Markstrat Online Session _____________________________ 7
Closing a Markstrat Online Session _____________________________ 11
3. Overview of the MARKSTRAT World __________________ 13
3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 Your Role _____________________________________________________ 13 Overview of the MARKSTRAT World ____________________________ 13 Sonite Products
The Alfred H. Heineken Chaired Professor of Marketing INSEAD
Jean-Claude Larréché
The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing INSEAD
Hubert Gatignon
Partner, Director of R&D STRATX International
Rémi Triolet
To search this document click CTRL+F
i
Publisher: STRATX International
Production: Minute Man Press, Cambridge, Massachusetts Cover Design: Synergy Network, Waltham, Massachusetts Marketing Manager: Lucy Jacobus
Development Team: Rémi Triolet, Christophe Pottier, Aurélien Dauvergne Copyright ©2003 by Jean-Claude Larréché, Hubert Gatignon MARKSTRAT is a registered trademark of STRATX International ALL RIGHTS RESERVED Software © 2003 by STRATX International
No part of this book may be reproduced in any form, electronic or mechanical, without the prior permission of the publisher. ISBN# 0-9743063-0-4 Version – 2.0
ii
Contents
Introduction __________________________________________________________ vi Questions and Technical Support_____________________________________ vii About STRATX________________________________________________________ viii
1. Registration and Software Setup_____________________ 1
1.1 1.2 1.3 The Registration Process _______________________________________ 1 Downloading and Installing the Team Software __________________ 3 The PRACTICE Industry _________________________________________ 4
2. The Interface Menu ________________________________ 5
2.1 2.2 2.3 Markstrat Online Overview ______________________________________ 6 Opening a Markstrat Online Session _____________________________ 7
Closing a Markstrat Online Session _____________________________ 11
3. Overview of the MARKSTRAT World __________________ 13
3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 Your Role _____________________________________________________ 13 Overview of the MARKSTRAT World ____________________________ 13 Sonite Products