Reference No: MAR0293TECPages: 28 Published on: 1, January, 1987
Abstract: A field exercise to find out prices charged to consumers forms the basis of this note. An attempt was made by student researchers to conceptualize as to what considerations organizations take into account while fixing their prices and pricing strategies. The reasons for a much larger or smaller spread between ... More
Reference No: MAR0279Pages: 11Published on: 1, January, 1983
Abstract: The case is concerned with professional use of advertising and sales promotion approach to a vital problem of general public interest by a non profit organization. The major elements are research inputs into creative strategy for a multi media campaign. ... More
Reference No: MAR0286Pages: 2 Published on: 1, January, 1985
Abstract: Deals with the situation where a major retailer of consumer products is obtaining supplies through unauthorized channels. The problem is to motivate the retailer to deal with the authorized salesman and distributor. The case can be used for introducing issues pertaining to distribution channels and sales management. ... More
Reference No: MAR0275(C)Pages: 3Published on: 1, January, 1983
Abstract: The case focuses on the need for analysis and introspection for developing advertising objectives and strategy. Interaction between the advertiser and the agency is considered, and various stages of development of strategy and objectives are brought into focus. ... More
Reference No: MAR0275(D)Pages: 9Published on: 1, January, 1983
Abstract: The case is concerned with the vital issue of creative execution. The various stages in the development of the campaign and interaction between the advertiser and the advertising agency are brought out with the help of the material prepared by the agency for providing alternatives for consideration to the client. ... More
Reference No: MAR0278Pages: 16Published on: 1, January, 1983
Abstract: The case deals with the development and execution of creative strategy for an established brand of pain balm meant for the traditional market segment. Pretesting of visual for press advertisement is undertaken and decisions regarding interpretation of results are reviewed. Roughs used for developing advertisements for pretest, advertisements used for ... More
Reference No: MAR0271TECPages: 17Published on: 1, January, 1982
Abstract: The note describes a classification scheme of marketing information for scale construction. For single item measurement, ordinal, interval and ratio scale methods are described. Multi-item scales like semantic differential, Thurstone's equal appearing interval, and Likert's summated rating scales are described. A broad idea about multidimensional scaling is also provided. Guidelines ... More
Reference No: MAR0273Pages: 22Published on: 1, January, 1980
Abstract: Fuse switch is one of the various devices used for circuit breaking for protecting and controlling equipment that generate, transform, transmit and utilize electrical energy. The competition comes from other types of circuit breakers as well as other brands of fuse switches manufactured by some of the well known companies. ... More
Reference No: MAR0266TECPages: 25Published on: 1, January, 1981
Abstract: The purpose of the note is to familiarize readers with the Indian distribution scene the large size of the distribution task, kinds of functionaries working and the type of functions performed by them, evaluation of the performance of the Indian distribution system, including the government's keen interest with respect to ... More
Reference No: MAR0257TECPages: 13Published on: 1, January, 1980
Abstract: This note is meant for users of marketing research. It provides an understanding of purposes of research in a decision- making situation in marketing research, alternative research designs used in marketing research, and criteria/guidelines for selection and evaluation of alternative designs for specific research studies. The specific research designs ... More
Reference No: MAR0261(B)Pages: 15Published on: 1, January, 1981
Abstract: In Case (A) (MAR0261(A)), four proposed studies were presented. In this case, data generated through these studies is presented. Problems of data preparation and analysis are raised. Special problems related to interpretation of data collected through depth interview studies are brought into focus. ... More
Reference No: MAR0261(A)Pages: 12Published on: 1, January, 1980
Abstract: Relates to strategic issues of continuing in the business, and evolving an appropriate marketing strategy for promoting product design services offered. Issues raised relate to diagnosing critical problems requiring resolution, identifying needed information, and designing appropriate research studies and instruments for data collection. Four different studies were designed: 1) of users ... More
Reference No: MAR0258TECPages: 27Published on: 1, January, 1980
Abstract: It is a non-technical description of various issues that arise in sample selection for marketing research studies. Users' point of view has influenced the content and the style of writing of this note. It draws upon the experience of actual marketing research studies which are included as illustrations. It deals ... More
Reference No: MAR0259Pages: 22 Published on: 1, January, 1980
Abstract: This is an illustration of a basic study about the adoption of consumer durables using the in-depth (focused) interview technique. Special considerations arising in designing, conducting and interpreting such research are the focus of the case. ... More
