1.In the battle of Green ($) vs. Green (environmentally friendly), how can MotherNature.com strike the balance that will maintain its image as a trusted brand while actively seeking and promoting to customers and strategic partners to help it grow? What must the company NOT do? In this context, what kinds of marketing programs would help MotherNature.com beat its competitors? What innovative strategies (promotions, alliances, web site modifications, segmentation, product expansion) could the company develop that would help it make a profit while not breaking the marketing budget?
2.Looking at the Customer Lifetime Value Model, you can see how each input affects your Cost Per Acquired Customer, Cost Per Retained Customer, Cost Per Click, etc. Looking at all of the variables (inputs) that affect the effectiveness of your marketing expense, which of these variables (inputs) would you tackle first and why? Given your understanding of MotherNature.com, what could they do to improve the ROMI?
3.Imagine that you are a member of MotherNature.com’s Board of Directors in March, 2000. You understand the challenges that are facing the company and must now evaluate the options proposed from the class discussion. Your money and the fate of the company are on the line. What options will you support?