個案資料
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Ontario Dairy Herd Improvement Corporation
內容大綱
John Meek, general manager of the Ontario Dairy Herd Improvement Corporation (Ontario DHI), has to decide what measures should be taken to reduce the membership decline of Ontario DHI. He must evaluate company information and marketing research to determine what might be the best course of action.
學習目標
<ul><li>To provide an opportunity for students to use clustered data to form and to analyze market segments.</li><li>To provide an opportunity to do financial analysis on a segment-by-segment basis to evaluate the impact of changes in marketing programs.</li><li>To give students practice in analyzing the strengths and weaknesses of current marketing strategies, and in developing recommendations for improvements.</li><li>To illustrate the idea that marketing problems in non-profit organizations are the same as in profit seeking businesses.</li><li>To illustrate some of the problems associated with marketing a service.</li></ul>