dividing a potential market into distinct subsets of consumers with a common need or characteristic and selecting one or more segments to target with a specially designed marketing mix. Besides aiding in the development of new products‚ segmentation studies assist in the redesign and repositioning of existing products‚ in the creation of promotional appeals‚ and the selection of advertising media. In order to be a viable target market‚ a segment must be identifiable (by some criteria such as demographics
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Case 1 CNS. INC.‚ AND 3M: BREATHE RIGHT® NASAL STRIP "When we first began marketing this product‚ what was so gratifying‚ particularly as a physician were the literally thousands of letters and phone calls we would receive talking about how much better people slept at night. Almost all the letters began with "thank you‚ thank you‚ thank you!" Just three thank you’s. It was‚ I haven’t gotten a good night’s sleep like this in 10 years." What is Dr. Dan Cohen‚ CEO of CNS‚ Inc.‚ talking about
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CASE IV 1. How would you rate President George V.Bush on the four characteristics outlined at the beginning of the case? How would you contrast his reaction to Hurricane Katrina with his reaction to the terrorist attacks of September 11‚ 2001? What do you think his handling of these two events says about his leadership? Behind Bush’s strong‚ proud appearance‚ there is a much tender‚ sensitive‚ sentimental‚ feeling person. He is probably much shyer and more private than anyone would realize from
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Case Study: Stubble Trouble page 90 (a) The first unique selling point is that it gives the closest shave without irritation‚ this is one of the basic needs by all customers consuming on razors. Second the razor the blades shaving as close on the first stroke as on last‚ this means that the product is time saving‚ and makes shaving organized‚ again another demand by all customers. Finally‚ the color of the razor is the third unique selling point‚ the design of the razor attracts many customers
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would they consider as a minor and a major issue so that they wouldn’t be confused and not ask him every judgment they make be it a simple or a complex decision. It would practically make everyone’s job a little easier. 2. Diagnosis In this case study we can diagnose that Mr. Becker is obviously bias in implementing regulations which are internally favorable not knowing that his external environment or his employees might not be able to cope with the business strategy he’s doing. This kind of
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RISK & INSURANCE MANAGEMENT CASE – 1 a. With regard to the fuel oil prices risk: (1) Discuss how Juanita could use futures contracts to hedge the price risk. Futures contracts are one of the most common derivatives used to hedge the price risk. A futures contract is as an arrangement between two parties to buy or sell an asset at a particular time in the future for a particular price. The main reason that companies or corporations use future contracts is to offset their risk exposures
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PJI Point of view We analyzed this case based on the point of view of the chairman of the board and chief executive officer of PJI that the privatization of the company from the standpoint of the government economic recovery should enjoy priority over the recovery of sequestered shares as ill-gotten wealth. Time Context As of March 31‚ 1988‚ the capital deficiency has been reduced to 92.7 million resulting from profitable operations and with a much improved liquidity position despite the heavy
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Answers to Case Study 12.1 Questions 1. | Short Term | Long Term | Piet Andaro | * Piet will be demotivated impacting the performance of his team and himself. * He might receive negative comments from his management who does not have a full understanding of the role played by Piet which will lead to further dissatisfaction. | * Piet might look forward for a career break which will give him an opportunity to consider other options available to him. * Another competitive Airline might
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Case Study One: Amazon.com Amazon started as an e-commerce book site and has now added music‚ toys‚ electronics‚ software‚ and home improvement equipment to its list of product offerings. The Amazon supply chain is longer than that of a bookstore chain such as Borders or Barnes and Noble because of the presence of an additional intermediary—the distributor. The distributor margins in the Amazon supply chain can also be viewed as an increase in cost. However‚ Amazon has exploited several opportunities
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