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Boots Unlimited: Getting a Foot in the Door (B)
Farris, Paul W.; Goldberg, RebeccaCase DARDEN-M-0971-EMarketingRobert Rosen and his brother, Ryan, took a look at the slow pace at which the budget for their family-owned company, BootsUnlimited.com (BU), was being spent. Many of the keywords they had chosen for their Google AdWords campaign in the hopes of boosting online sales at BU, were not being clicked on. What changes did they need to make?Starting at €5.74
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Changing Channels: Progressive Insurance Drive Insurance
Farris, Paul W.; Pfeifer, Phillip E.; Zimmerman, AlanCase DARDEN-M-0756-EMarketingSequel to Progressive Insurance: Not Your Standard Insurance Story. The company launches a new sub-brand, Drive Insurance, which will be only sold through independent agents, not through the Web or 1-800 numbers.Starting at €8.20
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Designing Channels of Distribution
Spekman, Robert E.; Farris, Paul W.Technical Note DARDEN-M-0769-EMarketingThis note addresses the issues that arise and the complexities that must be addressed when designing a channel of distribution. Content includes the definition of a distribution channel, the steps in its design, functional discounting and margin allocation, the role channels play in branding, and recent trends.Starting at €8.20
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Google, King of Search
Farris, Paul W.; Gray, MarthaCase DARDEN-M-0818-EMarketingThis survey of Google's rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google has diversified its offering through both organic growth and acquisition, the potential manifestations of relevance have multiplied, to the point where the nature of its market may need to be reassessed.Starting at €8.20
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Boots Unlimited: Getting a Foot in the Door (C)
Farris, Paul W.; Goldberg, RebeccaCase DARDEN-M-0972-EMarketingRyan and Robert Rosen, brothers and co-owners of BootsUnlimited.com (BU) are approaching the end of their three-week experiment in testing keywords for their Google AdWords campaign, eliminating poor-performing keywords and occasionally adding new ones. Will their campaign be a success, or will they have to find some other way to market BU's boots?Starting at €5.74
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Bayern Brauerei (Abridged)
Farris, Paul W.; Bruner, Robert F.Case DARDEN-F-1744-EFinanceA recently hired marketing executive has been incentivized to grow sales and exploit a newly opened market. The tasks for the student are to evaluate the liberal credit and inventory support the company is extending to its distributors, and consider what information and metrics might be used to evaluate the risk and potential returns from these policies.Starting at €8.20
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Changing Light Bulbs (D): Efficiency Vermont
Farris, Paul W.; Pullinger, JenniferCase DARDEN-M-0824-EMarketingThis is the fourth of a four-part case charting the influence of technological shifts on decision making in the light bulb industry. A regional nonprofit focused on energy efficiency assesses the success of its CFL promotions and considers shifting its focus to increasingly efficient and cost-effective LEDs. The case raises the question of how returns on marketing ought to be assessed.Starting at €5.74
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Brand Equity: An Overview
Farris, Paul W.; Gregg, Eric A.; Chinn, Brandon; Razuri, MarielaTechnical Note DARDEN-M-0879-EMarketingThis note was written as an updated version of “Perspectives on Brand Equity" (UVA-M-0668), and may be used in its place. This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MBA levels, this note presents an overview of brand perspectives including those of Millward Brown, Young & Rubicam, David Aaker, ...Starting at €8.20
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Media Planning at Pfeifer's Fine Olive Oil
Farris, Paul W.; Pfeifer, Phillip E.Case DARDEN-M-0812-EMarketingPfeifer’s Fine Olive Oil was formulated and positioned to serve as a heart-healthy, but slightly more expensive substitute for butter and margarine in cooking. With a narrow target market and growing product offerings and market potential, it was particularly important for Pfeifer’s Fine Olive Oil to get the most for its limited advertising budget. The range of possible media for advertising its line of products was daunting. Would a media planni...Starting at €8.20
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Transformation of Marketing at the Ohio Art Company (A)
Farris, Paul W.; Venkatesan, Rajkumar; Moon, DustinCase DARDEN-M-0833-EMarketingThis case is intended to be part of a first-year MBA marketing course or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. It provides students with two real advertising experiments and the challenges involved in executing them. It allows for discussion of the need for advertising experiments, and, at a more general level, the need to measure the return on marketing. Biases surrou...Starting at €8.20