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Case Study Name You are the marketing manager for Acme Cosmetics. Acme manufactures and sells a premium brand anti-wrinkle face cream derived from a rare form of green tea. Some say that the green tea gives the cream its unique rejuvenating powers. All you know is that sales are strong. As a result, you have been asked to select an additional retail location to increase sales further. The tables below show the relevant data Attribute Expected Revenue () $20,000 Expected Cost (S Store A: Retail Premium Store B: Retail Outlet $15,000 50% (cost $7,500 Store C: Internet $15,000 8% (cost $1200 60% (cost $12.000 Table 1: Channel revenue and cost metrics Attribute Location Brand Alignment Physical Requirements l 60%; Med. floor, parkin Market-Specific Store A: Retail Premium Store B: Retail Outlet 80%. Premium mall 80%: Premium/ Premium | 4096: Premium/ Value Store C: Internet 20%; Limited web traffic 50%: OK associations 40%: Outlet mall 8096: Large floor, parking | 100%; No restrictions 100%; Training available | 60%; Limited trainin 10%: No trainin Table 2: Channel customer acquisition metrics Attribute Customer Support Customer Feedback Customer Programs Store A: Retail Premium Store B: Retail Outlet 10096: Skilled staff 70%: Good sales staff 50%: Weak program 60%. “Outlet bucks” Store C: Internet 10%; Outsourced support 100%. Direct metrics 10%;

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