1 Appendix 18 – More Multivariate Statistical Techniques © 2005 Thomson/South-Western

2 Figure 1 Correspondence Analysis of the Web and other Media magazine TV radio telemarketing audience interaction cost less Web convey info stimulate emotions Miller Lite change attitudes create awareness direct mail Coors Samuel Adams Rolling Rock Key:media attributes of media segment ages beer preferences Red Dog Guinness Foster’s

3 Figure 2 Structural Equations Model of Customer Loyalty loyalty quality image/price distribution/ availability advertising brand awareness brand equity customer satisfaction/ dissatisfaction X 1 =“I am satisfied.” X 2 =“It exceeded my expectations.” X 3 =“I am happy with my purchase.”

4 Figure 3 Neural Networks Model of Product Introduction concept testing in-home use share forecast function 1 (linear) function 2 (nonlinear) go/no go output layer input layer hidden layer

5 Figure 4 Social Networks Model of a High-Tech Marketing Organization E1E2M1M2M3M4E3CS1CS2 Key: M = Marketing E = Engineering CS = Computer Science