91SDF AnalyticalTechniques and Tools
and buying habits of targeted customers; the customers’ willingness to pay for different product or
service attributes and price elasticities; and the company’s promotional spending requirements in
light of competitor promotional strategies.
Market research results drive marketing strategy, which, in turn, impacts SDF solutions as well
as project implementation and forecast realization. Therefore, distilled market research results pro-
vide a reference or benchmark for the SDF forecast solution, help in gauging and inuencing the
selection of support levels for a particular SDF solution, and are used in developing competitive
response models and plans. Notice, however, that SDF solutions are also used as ...