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Silk Soy Milk (A) and (B) - Teaching Note
Farris, Paul W.Nota del Instructor DARDEN-M-0771TN-EMarketingTeaching note for product M-0771Desde 0,00 €
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The Tata Nano: The People's Car (A)
Farris, Paul W.; Venkatesan, Rajkumar; Kishore, N. Raghu; Lemley, AmyCaso DARDEN-M-0768-EMarketingStudents identify promotion, price, place, segment, targeting, and positioning for marketing “the world’s cheapest car.” This case is effective for MBA, undergraduate, and executive learners studying market segmentation, pricing, cannibalization risk, pricing, and break-even sales in the face of different price and cost scenarios. Has Tata chosen the right marketing strategy? Does the Nano represent an evolution or a revolution in automobile mark...Desde 8,20 €
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SVEDKA Vodka (B)
Farris, Paul W.; Venkatesan, Rajkumar; Zuckerman, IvyCaso DARDEN-M-0775-EMarketingIn the second case of a three-part series, the SVEDKA founder assesses which initial decisions were most critical in the launch of his now-successful product. He also explores the new choices he faces, including changes to the distribution channels and additions to the product line. Suitable for both MBA- and undergraduate-level courses such as "Integrated Marketing Communications," the case presents opportunities to discuss pricing, target, dist...Desde 5,74 €
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A Resource-Allocation Perspective for Marketing Analytics
Farris, Paul W.; Venkatesan, RajkumarNota técnica DARDEN-M-0861-EMarketingManagers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the process of systematically using empirical data about customers, companies, and industry context to inform strategic marketing decisions and create models that are helpful in understanding consumer behaviors. Resource allocation is the endgame of analytics....Desde 8,20 €
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Transformation of Marketing at the Ohio Art Company (B)
Farris, Paul W.; Venkatesan, Rajkumar; Murray, Meghan; Moon, DustinCaso DARDEN-M-0838-EMarketingOhio Art shifts its advertising and distribution strategy for a new line of construction toys aimed at adults called nanoblock. Distribution focuses on toy and hobby outlets, avoiding mass merchandisers, but Amazon.com is also stocking and selling the nanoblock line. Digital marketing strategies are being developed for both promotion through Amazon.com and social media. While shifting marketing to new media, management is distracted by the media ...Desde 5,74 €
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Customer Lifetime Value
Pfeifer, Phillip E.; Farris, Paul W.; Bendle, NeilNota técnica 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...Desde 8,20 €
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Customer Profit
Pfeifer, Phillip E.; Farris, Paul W.; Bendle, NeilNota técnica 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....Desde 8,20 €
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Boots Unlimited: Getting a Foot in the Door (A)
Farris, Paul W.; Goldberg, RebeccaCaso DARDEN-M-0970-EMarketingBootsUnlimited.com (BU) is a website offering custom-made footwear. Customers can choose from a wide variety of styles and can also create new styles based on their exact specifications. The company instructs customers on how to provide 20 different foot and calf measurements, and from those measurements, the footwear is made in a Thai production facility. BU products cater to the custom boot market and to very different segments, and the brother...Desde 8,20 €