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Cannondale, a producer of premium mountain bikes, offers 22 models ranging in price from $500 to $3000. VooDoo, a competitor, offers 672. Each mountain bike from National is offered in 104 different colors. A bike from Specialized is offered in only one. Why are the variety practices of these four companies so different? Given differences in their product(More)
There is an ever-present need for managers to justify marketing expenditures to the firm. This can only be done when we can establish a direct link between marketing metrics and future customer value and firm performance. In this article, we assess the marketing literature with regard to marketing metrics. Subsequently, we develop a framework that(More)
The kinetics of yeast phosphofructo-1-kinase has been studied in vitro. Effector concentrations (Fru-6-P, ATP, ADP, AMP, Pi, Fru-1,6-P2, and Fru-2,6-P2) and pH were adjusted so as to mimic intracellular concentrations in yeast. Under these conditions we were able to reproduce the measured in vivo rate of PFK. In addition, by reconstituting the intracellular(More)
What evidence exists on the value of formal planning for strategic decision-making in marketing? This paper reviews the evidence. This includes two tests of face validity. First, we use the market test: Are formal procedures used for marketing planning? Next, we examine expert prescriptions: What do they say is the best way to plan? More important than face(More)