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This document outlines 10 meetings of the BRM MM Jakarta case discussion group. It lists the cases that will be discussed at each meeting, including HeroBuilders.com, Envirosell, Lexus SC430, Donatos, Goodyear's Aquatred, Akron Children's Hospital, Yahoo! Consumer Direct, and NCRCC. For the video cases of Envirosell, Lexus SC430, and Goodyear's Aquatred, it provides an overview of the discussion topics, which include research methodologies, motivations for product purchases, competition, marketing strategies, and research results. The document clarifies whether each case is a written case or video case.
This document outlines 10 meetings of the BRM MM Jakarta case discussion group. It lists the cases that will be discussed at each meeting, including HeroBuilders.com, Envirosell, Lexus SC430, Donatos, Goodyear's Aquatred, Akron Children's Hospital, Yahoo! Consumer Direct, and NCRCC. For the video cases of Envirosell, Lexus SC430, and Goodyear's Aquatred, it provides an overview of the discussion topics, which include research methodologies, motivations for product purchases, competition, marketing strategies, and research results. The document clarifies whether each case is a written case or video case.
This document outlines 10 meetings of the BRM MM Jakarta case discussion group. It lists the cases that will be discussed at each meeting, including HeroBuilders.com, Envirosell, Lexus SC430, Donatos, Goodyear's Aquatred, Akron Children's Hospital, Yahoo! Consumer Direct, and NCRCC. For the video cases of Envirosell, Lexus SC430, and Goodyear's Aquatred, it provides an overview of the discussion topics, which include research methodologies, motivations for product purchases, competition, marketing strategies, and research results. The document clarifies whether each case is a written case or video case.
Diskusi mengacu pada pertanyaan di kasus Pertemuan 4: Envirosell (VC) Diskusi meliputi: o In what scenarios is an observation study superior to a communication study for studying behavior? o The environments in which observation studies are conducted. o How Envirosell's studies are conducted. o What an Envirosell study might impact. o How observation information is presented to a client. Pertemuan 5: Lexus SC430 (VC) Diskusi meliputi: o What role did the Detroit Auto Show play in the research? o What motivates people to buy cars and how did Toyota discover this? o What do the motivators affect? o What cars were primary competitors for the luxury coupe market? o How did Lexus use syndicated research? o How did Toyota use qualitative research? o How was the advertising that was ultimately created tested before it was aired? o What did post-advertising tracking studies reveal? o Did the Web play a role in the research? o Was sales tracking included in the research? Pertemuan 6: Donatos: Finding the New Pizza (WC) Diskusi mengacu pada pertanyaan di kasus Pertemuan 7: Goodyears Aquatred (VC) Diskusi meliputi: o What problem or opportunity drove the research for Goodyear? o What research revealed the wet-traction market segment within the tire aftermarket? o Given the Goodyear consumer study findings on tire buying criteria, what measurement strategy was employed? o What was competition doing? o What strategy did Goodyear pursue? o What research was done to hone in on this strategy? o What decisions were made based on the research? o What additional information was collected via customer research? o What information was known about the dealer given the promotional program undertaken to make them part of the Aquatred team? o What was the dealer structure? o Where did Goodyear establish dealer contact? o What promotion decisions were made? Pertemuan 8: Akron Childrens Hospital A (WC, VC) Diskusi mengacu pada pertanyaan di kasus Pertemuan 9: Yahoo!: Consumer Direct Marries Purchase Metrics to Banner Ads (WC) Diskusi mengacu pada pertanyaan di kasus Pertemuan 10: NCRCC: Teeing Up a New Strategic Decision (WC) Diskusi mengacu pada pertanyaan di kasus
Keterangan: WC = written case (file tersedia) VC = video case (buka di http://highered.mheducation.com/sites/0073521507/student_view0/video_cases.html)