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Note
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Reference no. UVA-M-0648
Subject category: Marketing
Published by: Darden Business Publishing
Originally published in: 2001
Version: 26 August 2010
Revision date: 23-Aug-2011

Abstract

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 economic calculations such as net present value or return on investment. They are 'back of the envelope' estimates that can easily be communicated to others to buttress arguments about what a comapny should or should not do in a decision situation.

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Abstract

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 economic calculations such as net present value or return on investment. They are 'back of the envelope' estimates that can easily be communicated to others to buttress arguments about what a comapny should or should not do in a decision situation.

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