Competition

Developing an effective pricing strategy for Hoppiness also requires considering the prices for Bud. The best way to do this is by price comparisons.

Therefore, you define a new variable price.ratio indicating the ratio of PRICE.HOP to PRICE.BUD. You also take the log() to ensure that the price ratio of Hoppiness to Bud has the same magnitude as the price ratio of Bud to Hoppiness. To better understand the new price.ratio variable, you compare its values to the original PRICE.HOP and PRICE.BUD values.

This exercise is part of the course

Building Response Models in R

Exercise instructions

Calculate the ratio of PRICE.HOP to PRICE.BUD. Assign the result to an object named price.ratio.
Compare the price.ratio values to the original PRICE.HOP and PRICE.BUD values by using the functions cbind() and head().

Hands-on interactive exercise

Have a go at this exercise by completing this sample code.

# Calculate the price ratio of PRICE.HOP to PRICE.BUD
price.ratio <- ___(___/___)

# Compare price.ratio to PRICE.HOP and PRICE.BUD
___(___(price.ratio, choice.data$PRICE.BUD, choice.data$PRICE.HOP))

Edit and Run Code

This exercise is part of the course

Building Response Models in R

IntermediateSkill Level

4.9+

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The first chapter introduces you to the basic principles and concepts of market response models. Here, you will learn how to build simple response models for product sales. In addition, you will learn about the theoretical and practical differences between linear and non-linear models for sales responses.

Exercise 1: Fundamentals of market response models Exercise 2: Retail sales Exercise 3: Understanding sales Exercise 4: Linear response models Exercise 5: A linear response model for sales Exercise 6: Making predictions Exercise 7: Predictive performance Exercise 8: Nonlinear response models Exercise 9: Linearizing nonlinear functions Exercise 10: What 's the value added?

An effective marketing strategy combines all the tools available to communicate the benefits of a product. The key is crafting the right mix of these tools to achieve sales increases and market share goals. In the second chapter, you will learn how to incorporate the effects of advertising and promotion in your sales-response model and how to identify the marketing strategy that is most likely to succeed.

Exercise 1: Model extension part 1: Dummy variables Exercise 2: Understanding dummy variables Exercise 3: The effect of display on sales Exercise 4: The effect of multiple dummies on sales Exercise 5: What about price?Exercise 6: Model extensions part 2: Dynamic variables Exercise 7: How to lag?Exercise 8: Adding lagged price effects Exercise 9: More lags Exercise 10: What's the value added?Exercise 11: How many extensions are needed?Exercise 12: Summarizing the model Exercise 13: Unnecessary predictors Exercise 14: Dropping predictors Exercise 15: Eliminating predictors

A company can only be successful in the market if its products have a competitive advantage over those of its rivals. To develop an effective marketing strategy in a competitive environment, it is essential to understand the interrelationship between marketing activity and customer behavior. In this chapter, you will learn how to explain the effects of temporary price changes on customer brand choice by employing logistic and probit response models.

Exercise 1: Models for individual demand Exercise 2: Customer purchases Exercise 3: Summarizing the data Exercise 4: Competition

Current Exercise

Exercise 5: A linear probability model for beer demand Exercise 6: Logistic response models Exercise 7: A logistic model for beer demand Exercise 8: Bounded predictions Exercise 9: Average marginal effects Exercise 10: Effect plots Exercise 11: Probit response models Exercise 12: A probit model for beer demand Exercise 13: Logistic vs. probit Exercise 14: Model comparison

The main goal of response modeling is to enable marketers to not only see a payoff for their actions today, but also tomorrow. In order to view this future payoff, a simple but reliable statistical model is required. In this last chapter, you will learn how to evaluate the predictive performance of logistic response models.

Exercise 1: Model selection Exercise 2: Extending the logistic response model Exercise 3: Summarizing the model Exercise 4: The deviance principle Exercise 5: Eliminating predictors Exercise 6: Predictive performance Exercise 7: Classifications Exercise 8: Model confusion Exercise 9: ROC curves Exercise 10: Model validation Exercise 11: Subsetting Exercise 12: Model training Exercise 13: Out-of-sample testing Exercise 14: Wrapping it up