Search results for 'marketing cases 2'

Authors: Vora, M N;

Reference No: MAR0124TEC Pages: 16 Published on: 1, January, 1974

Abstract: The note describes the marketing research scene in India, based on data provided by a few good marketing research agencies. It describes the kind of marketing research studies that are carried out by selected research agencies in India, and also gives relevant information about a few reputed agencies. It attempts ... More

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Authors: Mehta, S C; Vora, M N;

Reference No: MAR0061 Pages: 4 Published on: 1, January, 1966

Abstract: Raises many doubts about the role of consumer surveys and highlights the reservations of a marketing executive towards marketing research. Issues related to the tendency of jumping directly to collection of primary information are highlighted. ... More

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Authors: Mehta, S C; Vora, M N;

Reference No: MAR0062(C) Pages: 13 Published on: 1, January, 1967

Abstract: This is the third case in the series, giving information collected through the research design and instruments outlined in Case (B). The focus of this case is on discussing alternative approaches for interpreting information for the purpose of aiding recommendations for specific decisions. ... More

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Authors: Mehta, S C; Vora, M N;

Reference No: MAR0062(D) Pages: 9 Published on: 1, January, 1967

Abstract: This is the fourth case in the series, describing the inferences drawn and the recommendations put forward by the research agency to the client. Students are expected to play the role of the decision maker and use the information to arrive at specific decisions. The question of reliability and relevance ... More

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Authors: Kaul, Subhashini;

Reference No: MAR0405 Pages: 16 Published on: 2, April, 2009

Abstract: GuruKool, a unique training initiative for frontline sales personnel in retail businesses of the Future Group, was spearheaded by Sanjay Jog, Chief People Officer, Future Group, in April 2006. Implementing the programme, however, was more difficult than he had expected, and its results also were not as brilliant. Sanjay was thus ... More

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Authors: Jain, Abhinandan K; Jumani, Usha;

Reference No: MAR0117TEC Pages: 18 Published on: 1, January, 1977

Abstract: Describes the nature of measurement in marketing. The existing ways of measuring knowledge and attitude scaling techniques like Thurstone's law of comparative judgement, semantic differential scaling, Thurstone's differential scale and Qsort have been discussed. Aspects of validity and reliability, and methods for establishing them are included in the note. ... More

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Authors: Khurana, Rakesh; Parekh, Jayshree;

Reference No: MAR0206TEC Pages: 20 Published on: 1, January, 1978

Abstract: Gives a set of tables that will be useful in analyzing the industrial vis-a-vis the consumer industry. It briefly explains the tables, and the exercises that can be worked out. ... More

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Authors: Dholakia, Nikhilesh;

Reference No: MAR0145TEC Pages: 8 Published on: 1, January, 1976

Abstract: This note, based on a lecture by the marketing manager of IPCL, describes the product mix and customer mix of IPCL. The strategic thinking with regard to different product groups is briefly described. Implications for organizational design are discussed. ... More

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Authors: Dholakia, Nikhilesh;

Reference No: MAR0148TEC Pages: 5 Published on: 1, January, 1976

Abstract: This note is part of the "Techniques for Marketing Decisions" series. It describes a simple technique for breaking down the main product benefit into several associated benefits. The "benefit tree" so generated can be used for market segmentation, product differentiation, promotional strategy, etc. ... More

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Authors: Dholakia, Nikhilesh; Manrai, Ajay K;

Reference No: MAR0150TEC Pages: 3 Published on: 1, January, 1976

Abstract: This note is a part of the "Techniques for Marketing Decisions"(Ref No) series. It describes a method of retail site selection based on the gravitational mode. A simple self-administered exercise is also provided. ... More

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Authors: Dholakia, Nikhilesh; Manrai, Ajay K;

Reference No: MAR0149TEC Pages: 3 Published on: 1, January, 1976

Abstract: This note is a part of the "Techniques for Marketing Decisions" series. It describes how Markov analysis can help in predicting longrun market shares based on elementary brand switching data. A short, selfadministered exercise is included. ... More

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Authors: Jayachandran, C; Karim, A A;

Reference No: MAR0056 Pages: 10 Published on: 1, January, 1964

Abstract: The case raises a number of questions about the role of advertising. Should one advertise? The relationship of advertising with other elements of the marketing mix? How should one decide how much to spend on advertising? Whom should one advertise to? ... More

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Authors: Sinha, Piyush Kumar; Anand, Kamaljit;

Reference No: MAR0396 Pages: 49 Published on: 13, May, 2008

Abstract: Dainik Bhaskar group is one of the largest newspaper groups of the country. The case describes their strategy and its implementation for entering Gujarat with a Gujarati newspaper. The context of a duopolistic and largely saturated market had foiled attempts of several other newspapers. The case describes in detail the ... More

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