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Design of questionnaires for measuring service quality
Ribera, Jaume; Rosenmöller, MagdaTechnical Note PN-366-EService and Operations ManagementStarting at €8.20
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Market Selection: Target Customers and Positioning
González, JorgeTechnical Note MN-412-EMarketingMarket selection involves a greater commitment than any other marketing decision and consists of two parts: 1) selection of the target customer, and 2) positioning. This technical note outlines the main criteria for selecting a target customer and offers a series of recommendations on how to define positioning. Finally, an overview of the key concepts of strategic analysis required to evaluate the sustainability of positioning is provided.Starting at €8.20
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OceanTrans: Shipping in the Red Sea
de Santiago, Rafael; Montgomery, ThomasCase AD-366-EDecision AnalysisOceanTrans Cargo Carrier is a container shipping company that provides services across the Middle East, the Red Sea and the Arabian/Persian Gulf. The CEO has to decide how to handle the increasingly tense competition his business is facing. When his competitor entered the market, it started slashing prices from the beginning in order to grab market share. The OceanTrans CEO felt compelled to react, dropping rates. Margins went down but the compan...Starting at €8.20
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MAAVI, KIMITEC making a vision
González-Toruño Conejo, M.; Garrido Illescas, M.Case IIST-DGI-366-E-EEntrepreneurshipKIMITEC (2007) is a biotechnological multinational born with the challenge of changing the way food is produced. Its objective: to eliminate synthetic chemistry from food by offering natural, innovative and equally effective solutions as alternatives, without involving a higher cost for the producer. Its main activity in 2022 was agriculture, but expanding it to serve the entire food chain: livestock, aquaculture and the food industry. MAAVi, its...Starting at €8.20
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Product Policy
Pons, J. M.; Segarra, José AntonioTechnical Note MN-172-EMarketingStarting at €8.20
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Foundations of Inbound Marketing
Capizzani, Mario; Valdés, PauTechnical Note MN-394-EMarketingThis technical note explains the main aspects of how the marketing process has been transformed as a result of the boom of Web 2.0 technologies, which has had profound implications for the way consumers search, compare and purchase products and services. The consequences of these changes include the rise of inbound marketing and content marketing, which not only implies a revamping of the way companies must refocus their marketing activities, but...Starting at €8.20
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Web Analytics: Demystifying Performance Marketing
Gallo, Iñigo; Valentí, Albert; Segarra, JavierTechnical Note MN-406-EMarketingIn this note, we provide a simple guide to assess your company's performance along the critical business phases of attracting visitors to your site, converting those visitors into customers, and having them come back. We keep concepts simple and stay away from unnecessary sophistication. Armed with this basic knowledge, you should be able to understand the principal goals, potential issues, and lines of work regarding your online presence.Starting at €8.20
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Market Segmentation
González, JorgeTechnical Note MN-400-EMarketingThe consumer's needs; providing good customer service: without a doubt, these concepts expressed by Theodore Levitt (1960) almost 60 years ago are at the core of the field of marketing. Considering the customer as the focal point of all commercial efforts quickly leads us to the realization of another equally important reality, namely that a "customer," in the abstract, does not exist. There are a host of specific customers-each with their own pe...Starting at €8.20
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Distribution
Villanueva, Julian; Iniesta, Francisco; Muñoz-Cobo D.Technical Note MN-368-EMarketingDistribution strategy is vitally important when launching a new product or designing a marketing plan. Environments change as new competitors, new channels or new consumer demands emerge. In this note we analyze trends in distribution channels, issues of channel design, and channel management.Starting at €8.20
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UX: Creating the Best User Experience
Ferrándiz, Luis; Villanueva, Julian; Balmaseda, CarmenTechnical Note MN-401-EInformation Technologies, MarketingUser Experience is the interaction process between a user and a brand's website or application, which leads to a sense or impression of it. This process includes both discovering and all the phases of getting to know the brand, interacting with the digital plane, the issues that arise during the purchase stage, and the perception created.Starting at €8.20