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Media Modeling and Budgeting at DMI - Teaching Note
Farris, Paul W.; Pfeifer, Phillip E.Teaching Note DARDEN-M-0791TN-EMarketingTeaching note for product M-0791Starting at €0.00
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Brand Activism at Starbucks-A Tall Order? - Teaching Note
Cian, Luca; Parmar, Bidhan L.; Boichuk, Jeff; Craddock, JennyTeaching Note DARDEN-M-0964TN-EMarketingTeaching note for product M-0964Starting at €0.00
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List Testing Exercise: Economic Selection - Teaching Note
Pfeifer, Phillip E.Teaching Note DARDEN-M-0870TN-EMarketingTeaching note for product M-0870Starting at €0.00
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PFG Bank: Credit Card Exercise - Teaching Note
Pfeifer, Phillip E.Teaching Note DARDEN-M-0878TN-EMarketingTeaching note for product M-0878Starting at €0.00
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Tackling Low Completion Rates-A Compare.com Conundrum (A), (B), and (C) - Teaching Note
Venkatesan, Rajkumar; Craddock, JennyTeaching Note DARDEN-M-0947TN-EMarketingTeaching note for product M-0947Starting at €0.00
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Customer Lifetime Value
Pfeifer, Phillip E.; Farris, Paul W.; Bendle, NeilTechnical Note DARDEN-M-0800-EMarketingThis technical note introduces important metrics firms use to monitor customer relationships. An important summary of customer activity is the profit the firm receives from each customer. Customer profit (CP) is the metric that summarizes the past financial performance of a customer relationship and is covered in a companion note, "Customer Profit" (UVA-M-0799). The central difference between CP and customer lifetime value (CLV) is that CP measur...Starting at €8.20
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Customer Profit
Pfeifer, Phillip E.; Farris, Paul W.; Bendle, NeilTechnical Note DARDEN-M-0799-EMarketingThis technical note introduces important metrics firms use to monitor customer relationships. The note begins by discussing how to count the firms’ customers and keep track of their activity using the concepts of recency and retention. An important summary of customer activity is the profit the firm receives from each customer. Just as some brands are more profitable than others, so too are some customer relationships more profitable than others....Starting at €8.20
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Progressive Insurance: Multivariable Testing
Pfeifer, Phillip E.Case DARDEN-M-0762-EMarketingThis case describes a 21-factor, 56-recipe multivariable test (MVT) conducted by Progressive Insurance with the help of QualPro, a leading MVT consulting firm. The object of the test was to improve Progressive's direct-mail retention campaign. The results of the test are available in a spreadsheet (UVA-M-0762X) for students to analyze.Starting at €8.20
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Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A), (B), and (C) - Teaching Note
Cian, Luca; Craddock, Jenny; Krishna, Aradhna; Cervai, SaraTeaching Note DARDEN-M-0959TN-EMarketingTeaching note for product M-0959Starting at €0.00
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Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A)
Cian, Luca; Craddock, Jenny; Krishna, Aradhna; Cervai, SaraCase DARDEN-M-0959MarketingThis is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats’ puzzling selling patterns. Zanzi was informed that sales rates for two hiStarting at €8.20