Pricing Theory Model Zach's Garage

MARKETING ENGINEERING FOR EXCEL

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CASE

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VERSION 130520

Case

Zach’s Garage (Pricing)

Marketing Engineering for Excel is a Microsoft Excel add-in. The software runs from within Microsoft Excel and only with data contained in an Excel spreadsheet. After installing the software, simply open Microsoft Excel. A new menu appears, called “MEXL.” This tutorial refers to the “MEXL/Pricing” submenu.

Zach’s Dream

Over the last 20 years, Zachary Lewis, 52, has built a successful accounting business in the Chicago area, employing more than 30 accountants, clerks and assistants, and serving hundreds of small and medium-sized companies in various industry sectors. Zachary, also known as “Zach”, has the demeanor of a stereotypical accountant... he is polite and well-mannered, wears dark suits, long-sleeve white shirts and out-of-style ties. He could talk for hours about the recent trends in the stock market or the latest developments in the tax code. Only his long, blonde-hair pony tail seems out of place. “I never remove my vest or roll up my sleeves, even in the middle of the summer”, he says to his friends. “Because, you know, then I’d have to explain the skull and snake tattoos.” In fact, Zach is a rock fan. A real one. In his twenties, he was even part of a rock band that toured the East Coast a few times, but the band never took off. Actually, his close friends, wife and kids learned the hard way not to say that Zach was part of a “rock band”, because they would then have to explain why “rock band” was a misnomer, perhaps even an insult, to Zach’s style of “dark metal” music. Zach’s career in the music industry is now long behind him, and only rarely does he even touch his drums. But he had a dream. He always thought that

ZACH'S GARAGE CASE V130520

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there were not enough opportunities for young musicians to “cut their teeth” on the stage, learning to work a crowd and testing their music—all skills he knew he should have developed when he...