8/8/2019 471a - Session 1

http://slidepdf.com/reader/full/471a-session-1 1/2

8/8/2019 471a - Session 1

http://slidepdf.com/reader/full/471a-session-1 2/2

Federal Express Exhibits 

Readings

Part A. 1. Anderson, Narus and van Rossum, "Customer Value Propositions in Business Markets"

2. Ofek, "Customer Profitability and Lifetime Value". Reviews traditional and more recent

marketing metrics.

3. K&K, Chapter 1 and pps. 21-26 (Marketing and Customer Value), pp. 33-36 (the MarketingPlan)

 Recommended for those who need a review 

4. "Note on Low-Tech Marketing Math". Provides some background information on basicmarketing terms (e.g., margin, contribution, etc.) and the calculations associated with them.

5. How Not to Get Lost in the Numbers". Provides some suggestions for thinking through what

numbers one would like to find and /or calculate.

Part B. 1. Simonson, "Shoppers' Easily Influenced Choices," A short discussion of some of the

complexities of consumer decision making.

2. Dolan, "Analyzing Customer Preferences:. A concise comparison of traditional scaling and

conjoint analysis as a way to measure preferences for product features.

3. Loveman, "Diamonds in the Data Mine,"  H arvard Business Review, May 2003. An account of 

how customer information has increased profitability of Harrah's.