Author Profile
Moore, Marian Chapman
A Note on Market Definition, Segmentation, and Targeting: Three (of Four) Steps in Developing Marketing Strategy
Moore, Marian Chapman; Whitler, Kimberly A.
M-0895 | Published January 14, 2016 | 13 pages Technical Note
Collection: Darden School of Business
Marketing strategy, part of the marketing planning process, flows directly from a company's goals and helps define how the marketing organization will help the firm achieve its objectives. Marketing ... Read More
Your Professional Brand: Creating a Brand Essence Statement for Your Internship
Whitler, Kimberly A.; Moore, Marian Chapman
M-0881 | Published October 19, 2015 | 3 pages Exercise
Collection: Darden School of Business
Although not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happen... Read More
Your Professional Brand: Creating a Brand Essence Statement for Your Career
Whitler, Kimberly A.; Moore, Marian Chapman
M-0887 | Published October 19, 2015 | 3 pages Exercise
Collection: Darden School of Business
Although not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happen... Read More
Land O'Lakes: The Search for Growth
Moore, Marian Chapman; Liedtka, Jeanne M.; West, Mimi
S-0248 | Published May 29, 2015 | 5 pages Case
Collection: Darden School of Business
This 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: Desig... Read More
Makeup Shake-Up: The Challenge of Multichannel Marketing
Farris, Paul W.; Moore, Marian C.; Bunyan, Cara; Fineo, Kenneth
M-0865 | Published February 17, 2014 | 27 pages Case
Collection: Darden School of Business
Multichannel retail shopping is quickly becoming the norm for consumers in many industries. Multichannel shopping, however, has the potential to frustrate the historical "house of brands" strategies t... Read More
PLBsearch: Growing with LinkedIn
Murray, Meghan; Moore, Marian Chapman
M-0858 | Published November 05, 2013 | 10 pages Case
Collection: Darden School of Business
This case is used in Darden's "Digital Marketing" course elective. It explores the experience of a niche search firm whose founder attributed her ability to open her recruiting firm to LinkedIn and th... Read More
ZYRTEC: Responding to Allegra
Moore, Marian Chapman; Bergqvist, Karin; Li, Angela
M-0847 | Published September 04, 2013 | 22 pages Case
Collection: Darden School of Business
In April 2010, the ZYRTEC brand manager at Johnson & Johnson's McNeil Consumer Healthcare, learned that Sanofi's Allegra, the leading brand in the prescription antihistamine category, was anticipated ... Read More
Altamar Brands and Absinthe: Feeding "the Green Fairy"
Moore, Marian Chapman; Correll, Brooke
M-0844 | Published March 20, 2013 | 11 pages Case
Collection: Darden School of Business
In May 2007, Altamar Brands signed a contract to represent Kübler Absinthe in the United States. The next month, U.S. consumers greeted the news of absinthe's legalization with abandon. Industry veter... Read More
Wheaties: Reinvigorating an Iconic Brand (A)
Moore, Marian Chapman; Weinberg, Adam
M-0828 | Published September 11, 2012 | 7 pages Case
Collection: Darden School of Business
This case series is taught in Darden's course elective, Managing Consumer Brands. In the spring of 2008, the marketing editor for Wheaties was getting ready for a meeting to discuss ideas about how to... Read More
Wheaties: Reinvigorating an Iconic Brand (B)
Moore, Marian Chapman; Weinberg, Adam
M-0829 | Published September 11, 2012 | 1 pages Case
Collection: Darden School of Business
The marketing manager and the Wheaties brand team launched a line extension they believed would bolster the legendary brand. Wheaties FUEL, a ready-to-eat cereal targeted specifically toward men and d... Read More
Wheaties: Reinvigorating an Iconic Brand (C)
Moore, Marian Chapman; Weinberg, Adam; Tang, Jeff
M-0830 | Published September 11, 2012 | 5 pages Case
Collection: Darden School of Business
The 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 ... Read More
Wal-Mart Sustainability Through Lightbulbs: Flickering Out?
Moore, Marian Chapman; Norton, Tucker
M-0801 | Published February 20, 2012 | 14 pages Case
Collection: Darden School of Business
Compact fluorescent light bulbs (CFLs) were a signature piece in Wal-Mart's sustainability effort, and although by October 2007, Wal-Mart's goal of selling 100 million CFLs had been achieved, the acco... Read More
The Customer-Focused Growth Project
Moore, Marian Chapman; Urbany, Joel E.
M-0798 | Published January 20, 2012 | 19 pages Technical Note
Collection: Darden School of Business
This note guides students or Executive Education participants through an exercise to help identify growth opportunities for their business units. The Customer-Focused Growth Project consists of 10 ste... Read More
Brooke Correll and Clos Du Val: Adventures in Napa Valley (A) and (B) (Condensed)
M-0788 | Published February 02, 2011 | 18 pages Case
Collection: Darden School of Business
An established winery's first marketing director is charged with reviving the once-hot brand. Cofoun Read More
Philip Morris USA: Life After the Master Settlement Agreement (A)
Moore, Marian Chapman; Wicks, Andrew C.; Powell, Elizabeth A.; Correll, Brooke
S-0157 | Published March 25, 2010 | 12 pages Case
Collection: Darden School of Business
When Philip Morris USA (PMUSA) president and CEO Michael Symanczyk took office in 1997, he began to re-envision how to take his company forward in the midst of public outrage over the negative health ... Read More
Brooke Correll and Clos Du Val: Adventures in Napa Valley (C)
Moore, Marian Chapman; Glinska, Gosia
M-0749 | Published November 29, 2007 | 9 pages Case
Collection: Darden School of Business
In this three-part case, an established winery's first marketing director is charged with reviving t Read More
Linking Products and Consumers: The Consumer Benefit Ladder Approach
M-0750 | Published September 19, 2007 | 6 pages Technical Note
Collection: Darden School of Business
This 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, hier... Read More
Green Ox
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, Geraldine
M-0722 | Published July 11, 2007 | 9 pages Case
Collection: Darden School of Business
"Green Ox" was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case cha... Read More
Brooke Correll and Clos Du Val: Adventures in Napa Valley (B)
Moore, Marian Chapman; Glinska, Gosia
M-0742 | Published April 17, 2007 | 9 pages Case
Collection: Darden School of Business
In this three-part case, an established winery's first marketing director is charged with reviving t Read More
Positioning: The Essence of Marketing Strategy
Moore, Marian Chapman; Helstein, Richard
M-0754 | Published March 16, 2007 | 10 pages Technical Note
Collection: Darden School of Business
This 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 se... Read More
Brooke Correll and Clos Du Val: Adventures in Napa Valley (A)
Moore, Marian Chapman; Glinska, Gosia
M-0733 | Published March 01, 2007 | 10 pages Case
Collection: Darden School of Business
This 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 b... Read More
Kalashnikov: What's in a Name? (A)
Isabella, Lynn A.; Moore, Marian Chapman; Hatem, Hatem; Borunda, Chris; Yemen, Gerry
M-0697 | Published June 26, 2006 | 7 pages Case
Collection: Darden School of Business
What can you do with a brand name? How can you extend it? What if the brand name is associated with a weapon? The AK-47 had been part of every major revolution over the last 50 years and a mainstay i... Read More
Kalashnikov: What's in a Name? (B)
Isabella, Lynn A.; Moore, Marian Chapman; Yemen, Gerry
M-0743 | Published June 26, 2006 | 6 pages Case
Collection: Darden School of Business
What can you do with a brand name? How can you extend it? What if the brand name is associated with a weapon? The AK-47 had been part of every major revolution over the last 50 years and a mainstay in... Read More
Snibbie: Spit Happens (A)
Moore, Marian Chapman; Henderson, Geraldine; Yemen, Gerry
M-0700 | Published November 05, 2004 | 10 pages Case
Collection: Darden School of Business
Who hasn't had a great idea and believed it could generate millions? Greg Heard actually took his idea and developed a bib for infant caregivers he called the "Snibbie." The A case explores the entrep... Read More
Snibbie: Spit Happens (B)
Moore, Marian Chapman; Henderson, Geraldine; Yemen, Gerry
M-0701 | Published November 05, 2004 | 7 pages Case
Collection: Darden School of Business
Who hasn't had a great idea and believed it could generate millions? Greg Heard actually took his idea and developed a bib for infant caregivers he called the "Snibbie." The A case explores the entrep... Read More
Marketing Economics
Farris, Paul W.; Moore, Marian C.; Wilcox, Ronald T.; Johnson, Richard R.; Mentus, Ron
M-0648 | Published August 07, 2001 | 10 pages Technical Note
Collection: Darden School of Business
The purpose of this note is to prepare the student for a series of exercises in making marketing economics calculations. These calculations are not replacements for spreadsheets or more detailed econo... Read More