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Wilcox, Ronald T.

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A Practical Guide to Conjoint Analysis

This technical note provides an overview of conjoint analysis. It shows how to interpret standard conjoint analysis output and the uses of that output. It provides several examples of how output can be converted to managerially useful information. ...

Brand Positioning Statements

The process of branding a product involves building awareness of and preference for the specific name of the product that is being branded. Central to the branding process is the brand positioning statement, often simply called the positioning statement. The positioning statement is a short written document that lays out how the marketer believes others should think and feel about and relate to th ...

Dragon Systems, Inc (B)

The B case presents the very successful outcome of Dragon Systems' bidding strategy which is examined in the A case (UVA-M-0724). ...

Dragon Systems, Inc. (A)

Dragon Systems, Inc., a medium-sized, minority-owned information technology solutions firm, has received a Request for Solutions (RFS) from a major department of the U.S. government. The multimillion dollar project involves upgrading the IT network of a historically significant and heavily used building. Dragon Systems has estimated the cost of the job and surveyed the competitive landscape. The q ...

Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund

This case presents an application of conjoint analysis in a financial services setting. It is best used in a course on marketing research. The decision in the case centers on a fund manager's need to generate additional profit from a mutual fund. To do this, he needs to determine a new pricing structure for the fund. The case presents students with the results from a real-world conjoint analysis a ...

Heinz Ketchup: Pricing the Product Line

An iconic American brand must determine how to maximize net profit by increasing the sales of its highest-margin items in the face of constant retailer pushback including reduced shelf space and promotional support of those same products. This case is suitable for required MBA marketing courses as well as pricing and brand management electives at both the undergraduate and MBA levels. The analytic ...

Legal Aspects of Pricing

This technical note explores some of the legal implications that companies face when deciding how to price their goods. It focuses on the three main federal antitrust laws: the Sherman Antitrust Act, the Clayton Antitrust Act, and the Robinson-Patman Act. By learning the basics of these antitrust laws, those who read this note will have a better idea of how to avoid violating these laws. ...

Methods for Producing Perceptual Maps from Data

This note is designed for use in an MBA-level marketing research course. The note provides students with an overview of how to construct perceptual maps from data. It concentrates on the attribute-rating method and overall-similarity method for constructing the maps. It also describes preference regressions and basic multidimensional-scaling procedures and includes examples from the automotive and ...

Parsons Brinckerhoff: The Second Avenue Subway (A)

Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from the client's own? Emphasizing both its engineering capability and 80 years' experience, Parsons Brinckerhoff spends one year and $1 million preparing a proposal to build a $17 billion subway line. Competition from four equally qualified firms is stiff, but PB is sure its history ...

Parsons Brinckerhoff: The Second Avenue Subway (B)

Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from that client's own? Emphasizing both its engineering capability and 80 years' experience, Parsons Brinckerhoff spends one year and $1 million preparing a proposal to build a $17 billion subway line. Competition from four equally qualified firms is stiff, but PB is sure its histor ...

Parsons Brinckerhoff: The Second Avenue Subway (C)

Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from that client's own? Emphasizing both its engineering capability and 80 years' experience, Parsons Brinckerhoff spends one year and $1 million preparing a proposal to build a $17 billion subway line. Competition from four equally qualified firms is stiff, but PB is sure its histor ...

Patagonia, Inc.

The marketing director of Patagonia, Inc. (Patagonia), had been tasked with considering the financial implications of a new initiative that Patagonia planned to launch within six months: Common Threads. It was envisioned as a used-clothing joint venture in which owners of Patagonia clothing could list garments for sale via an eBay-style platform. Patagonia's leadership was convinced that offering ...
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