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List Testing Exercise: Economic Selection - Teaching Note
Pfeifer, Phillip E.Nota del Instructor DARDEN-M-0870TN-EMarketingTeaching note for product M-0870Desde 0,00 €
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PFG Bank: Credit Card Exercise - Teaching Note
Pfeifer, Phillip E.Nota del Instructor DARDEN-M-0878TN-EMarketingTeaching note for product M-0878Desde 0,00 €
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Progressive Insurance: Multivariable Testing
Pfeifer, Phillip E.Caso 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.Desde 8,20 €
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Media Modeling and Budgeting at DMI - Teaching Note
Farris, Paul W.; Pfeifer, Phillip E.Nota del Instructor DARDEN-M-0791TN-EMarketingTeaching note for product M-0791Desde 0,00 €
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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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Acquisition Cost Allocation at Progressive Insurance
Pfeifer, Phillip E.; Potter, BenjaminCaso DARDEN-M-0785-EMarketingOmar Parvaiz, Progressive Insurance field product manager in charge of Tennessee and South Carolina, must analyze the results of a yearlong test of a new pricing algorithm he developed. The new algorithm allocated marketing costs to policies at a variable rate so the allocated marketing costs (and corresponding price in the cost-plus pricing system) increased with the other costs (primarily expected loss costs) associated with providing auto insu...Desde 8,20 €
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Pricing Jonstan's
Pfeifer, Phillip E.; Farris, Paul W.Caso DARDEN-M-0807-EMarketingThis case is intended for MBA audiences and is used for the first-year and second-year elective, Data Analysis and Optimization. Swati Su's boss had been planning to raise prices for their brand, Jonstan’s, across all forms and sizes for each of its four major customers (consisting of the largest retailers in the United States). When Su questioned his thinking, he offered two justifications.Desde 8,20 €
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Media Modeling and Budgeting at DMI
Farris, Paul W.; Pfeifer, Phillip E.Caso DARDEN-M-0791-EMarketingA marketing director applies a scientific/quantitative approach to understanding and optimizing his company's marketing spending decisions. His hypotheses include the concepts of diminishing returns on spending, a results ceiling, carryover, and differential effectiveness. His team develops a mathematical formula that provides parameter estimates resulting from fitting the model to the three years of regional and national data. He must then decid...Desde 8,20 €
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Media Planning at Pfeifer's Fine Olive Oil
Farris, Paul W.; Pfeifer, Phillip E.Caso 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...Desde 8,20 €