Subject category:
Marketing
Published by:
Darden Business Publishing
Version: 04.1995
Length: 24 pages
Share a link:
https://casecent.re/p/971
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
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 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.