Subject category:
Marketing
Published by:
Darden Business Publishing
Format:
.xls
Abstract
This software is to accompany the case. This case concerns the promotional activities of Nashua Photo, the nation's largest mail-order photofinishing firm. Discount-price mailers (inserted in local newspapers, for example) were used to generate new customers, but also allowed existing customers to pay a lower price. Students must evaluate not only the results of last quarter's 125 separate promotions in light of this 'leakage', but also the appropriateness of discount-price mailers within Nashua's marketing mix.
About
Abstract
This software is to accompany the case. This case concerns the promotional activities of Nashua Photo, the nation's largest mail-order photofinishing firm. Discount-price mailers (inserted in local newspapers, for example) were used to generate new customers, but also allowed existing customers to pay a lower price. Students must evaluate not only the results of last quarter's 125 separate promotions in light of this 'leakage', but also the appropriateness of discount-price mailers within Nashua's marketing mix.