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Moore, Marian C.

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Altamar Brands and Absinthe: Feeding "the Green Fairy"

In May 2007, Altamar Brands had signed a contract to represent K?bler Absinthe in the United States. In June 2007, U.S. consumers greeted the news of absinthe's legalization with abandon. Industry vet ...

Green Ox

Ever find yourself looking for the perfect case for an exam or mid-term? They can be quite rare. "Green Ox" was written specifically for a mid-term exam in an MBA Marketing Management class. Rather th ...

Linking Products and Consumers: The Consumer Benefit Ladder Approach

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 ...

Philip Morris USA: Life After the Master Settlement Agreement (A)

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 ...

Positioning: The Essence of Marketing Strategy

This note takes the reader through the development of a positioning statement for a target market. The exercise includes determining the relevant point of reference (market definition, product categor ...

Snibbie: Spit Happens (A)

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 ...

Snibbie: Spit Happens (B)

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 ...

Makeup Shake-Up: The Challenge of Multichannel Marketing

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 ...

Marketing Economics

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 ...

PLB Search: Growing with LinkedIn

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 ...
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