學門類別
最新個案
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Moximed Inc.
內容大綱
The CEO of a newly formed corporation had just finalized several outsourcing agreements to manufacture MoxiMed’s flagship product, the MoxaLamp. The MoxaLamp was designed to replace the practitioner’s role in administering moxibustion, a popular form of traditional Chinese medicine therapy. Now that the MoxaLamp was ready for production, the CEO must select a target market and set the appropriate selling price.
學習目標
The focal point of the case can vary as potential topics include cost behaviour, marketing strategy and business-to-business marketing tactics. <br><br><ul><li>To encourage students to consider various factors (cost, competition and willingness to pay) when deciding on product pricing.</li><li>To give students practice at calculating a product’s direct, absorption and full cost.</li><li>To illustrate absorption costing’s usefulness as a decision-making too.</li><li>To demonstrate how full cost per unit changes with volume.</li><li>To illustrate the necessity for full cost per unit data for long-term pricing decisions.</li><li>To educate students on the differences between business-to-business marketing and business-to-end-consumer marketing.</li></ul>