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Green Ox - Teaching Note
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, GeraldineNota del Instructor DARDEN-M-0722TN-EMarketingTeaching note for product M-0722Desde 0,00 €
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A Strategic Marketing Plan to Successfully Deliver Your Professional Brand - Teaching Note
Whitler, Kimberly A.; Moore, Marian ChapmanNota del Instructor DARDEN-M-0894TN-EMarketingTeaching note for product M-0894Desde 0,00 €
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Wheaties: Reinvigorating an Iconic Brand (A), (B), and (C) - Teaching Note
Moore, Marian Chapman; Weinberg, AdamNota del Instructor DARDEN-M-0828TN-EMarketingTeaching note for product M-0828Desde 0,00 €
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Kalashnikov: What's in a Name? (A) and (B) - Teaching Note
Isabella, Lynn A.; Moore, Marian Chapman; Yemen, GerryNota del Instructor DARDEN-M-0697TN-EMarketingTeaching note for product M-0697Desde 0,00 €
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Brooke Correll and Clos Du Val: Adventures in Napa Valley (Case Series) - Teaching Note
Moore, Marian ChapmanNota del Instructor DARDEN-M-0733TN-EMarketingTeaching note for product M-0733Desde 0,00 €
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Linking Products and Consumers: The Consumer Benefit Ladder Approach
Moore, Marian ChapmanNota técnica DARDEN-M-0750-EMarketingThis note provides a brief overview of the consumer benefit ladder (CBL) technique, a tool used to uncover why consumers buy particular products or services. CBLs are similar to means-end chains, hierarchical value maps, and so forth.Desde 8,20 €
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Land O'Lakes: The Search for Growth
Moore, Marian Chapman; Liedtka, Jeanne M.; West, MimiCaso DARDEN-S-0248MarketingThis field-based case is one of three available case-based simulations that can be used as the basis for a multisession course on design thinking (alongside “Design Thinking at Arena Industries: Designing an Employee Wellness Approach” [UVA-S-0240] and “DDesde 8,20 €
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Positioning: The Essence of Marketing Strategy
Moore, Marian Chapman; Helstein, RichardNota técnica DARDEN-M-0754-EMarketingThis note follows the development of a positioning statement for a target market. The exercise includes determining the relevant point of reference (market definition, product category, competitive set) and associated points of parity, the point of difference, and why customers should believe the product or service can deliver on the desired positioning. The appendix contains a description of perceptual mapping, a tool that is often used when mak...Desde 8,20 €
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Brooke Correll and Clos Du Val: Adventures in Napa Valley (A)
Moore, Marian Chapman; Glinska, GosiaCaso DARDEN-M-0733-EMarketingThis case is the first in the series. An established winery’s first marketing director is charged with reviving the once-hot brand. Clos Du Val had seen its glory days, with high ratings accompanied by robust sales. During the 1990s, however, sales had begun to lag, though it was unclear why. What should the new marketing director do first? How should the company allocate its marketing budget?Desde 8,20 €
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Wheaties: Reinvigorating an Iconic Brand (C)
Moore, Marian Chapman; Weinberg, Adam; Tang, JeffCaso DARDEN-M-0830-EMarketingThe results were not promising following the initial campaign and launch of Wheaties FUEL as sales dipped five months after it had been put on store shelves. Still there was a 96% incremental gain in sales of the original Wheaties, and many of its new consumers were younger than usual. Based on the initial feedback, the team began using a lighter tone in its messaging, and continued to monitor, learn, and optimize the product and the campaign.Desde 5,74 €