Find the the following by reading Case Study 1) marketing orientation 2) segmentation 3) customer value 4)
Fantastic news! We've Found the answer you've been seeking!
Question:
1) marketing orientation
2) segmentation
3) customer value
4) needs and wants
5) market size calculation
6) market share of the company
7) total size of pet market
8) market value and satisfaction
Transcribed Image Text:
Pet Insurance Company of America Edna Benton founded the Pet Insurance Company of America (P.I.C.A.) three years after the death of her shetland collie, Priscilla. It seems that the 11 year old Priscilla developed heart and lung trouble and rather than spend the estimated $1,200 for treatment, she had Priscilla put to sleep. Benton reasoned that since Americans are inclined to insure themselves and many of their possessions, they might also be inclined to insure their pets. Especially since pets are seen by many as an integral part of the family in some cases more loyal, obedient and loving than certain family members. W Benton researched the concept of pet insurance and found there are in excess of 110 million dogs and cats in approximately 65 million households. She also found that Americans spend 15 billion dollars a year on pets for everything from air-conditioned dog houses, to designer clothing, to toys, to vacations and more recently, beefy flavored beverages and ice cream treats. Benton's research, including data collected from the American Veterinary Society, pet owners, and individual veterinarians, indicates that dog owners spend $95 per year on veterinary care while cat owners spend $78 per year. Benton also found that not only are people's attitudes toward pets changing, but also that increasingly sophisticated and expensive medical treatments including chemotherapy, cataract operations and heart pacemakers are now available. The basic policies which are underwritten by the Black Hawk Data Group of Dallas, sell for $49 with a $300 deductible clause. For $90 per year the deductible falls to $100. Each policy Not covered are routine insures the pet against catastrophic illness and/or accident. procedures such as examinations, office visits, inoculations and neutering. The policies currently available only on dogs and cats, are sold only through veterinary offices with the veterinarian acting as an agent for P.I.C.A. Sales to date have been excellent with over 70,000 policies providing $3,000,000 of coverage on approximately 100,000 dogs and cats. Competition from two other firms is minimal in that the market is expanding by 20-30% per year. P.I.C.A., which is licensed in 47 states, expects to begin offering policies on pets other than dogs and cats within a year. Pet Insurance Company of America Edna Benton founded the Pet Insurance Company of America (P.I.C.A.) three years after the death of her shetland collie, Priscilla. It seems that the 11 year old Priscilla developed heart and lung trouble and rather than spend the estimated $1,200 for treatment, she had Priscilla put to sleep. Benton reasoned that since Americans are inclined to insure themselves and many of their possessions, they might also be inclined to insure their pets. Especially since pets are seen by many as an integral part of the family in some cases more loyal, obedient and loving than certain family members. W Benton researched the concept of pet insurance and found there are in excess of 110 million dogs and cats in approximately 65 million households. She also found that Americans spend 15 billion dollars a year on pets for everything from air-conditioned dog houses, to designer clothing, to toys, to vacations and more recently, beefy flavored beverages and ice cream treats. Benton's research, including data collected from the American Veterinary Society, pet owners, and individual veterinarians, indicates that dog owners spend $95 per year on veterinary care while cat owners spend $78 per year. Benton also found that not only are people's attitudes toward pets changing, but also that increasingly sophisticated and expensive medical treatments including chemotherapy, cataract operations and heart pacemakers are now available. The basic policies which are underwritten by the Black Hawk Data Group of Dallas, sell for $49 with a $300 deductible clause. For $90 per year the deductible falls to $100. Each policy Not covered are routine insures the pet against catastrophic illness and/or accident. procedures such as examinations, office visits, inoculations and neutering. The policies currently available only on dogs and cats, are sold only through veterinary offices with the veterinarian acting as an agent for P.I.C.A. Sales to date have been excellent with over 70,000 policies providing $3,000,000 of coverage on approximately 100,000 dogs and cats. Competition from two other firms is minimal in that the market is expanding by 20-30% per year. P.I.C.A., which is licensed in 47 states, expects to begin offering policies on pets other than dogs and cats within a year.
Expert Answer:
Answer rating: 100% (QA)
1 Marketing Orientation The Pet Insurance Company of America PICA adopts a customeroriented marketing orientation This is evident from the fact that it was founded with the purpose of providing insura... View the full answer
Related Book For
Posted Date:
Students also viewed these general management questions
-
Let's see how the demand curve, combined with the Hotelling rule, can define the market equilibrium. There are two periods, now and later. The demand curve in each period (= now or later) is Q = 10 -...
-
How can there be interest expense each period for zero-coupon bonds if there are no interest payments?
-
Now lets see what is being prescribed. Drag Drug Name to the Axis Field box under Prescriber ID. What might you conclude from this chart?
-
Question 1 Not yet answered Paints out of 1.00 P Flag question Question 2 Not yet answered Paints out of 1.00 P Flag question A project has the following activities, with specified precedents and...
-
Use the facts in Exercise 1-8 to prepare a November statement of changes in equity for The Higgins Group, similar to Exhibit 1.9. In exercise 1-10 Analysis Component: What activities caused equity to...
-
Consider the bank database of Figure 3.18, where the primary keys are underlined. Construct the following SQL queries for this relational database. a. Find each customer who has an account at every...
-
Havens Corp. is planning to issue long-term bonds payable to borrow for a major expansion. The chief executive, Richie Havens, asks your advice on some related matters, as follows: a. At what type of...
-
A pre-heater involves the use of condensing steam at 100C on the inside of a bank of tubes to heat air that enters at 1 atm and 25C. The air moves at 5 m/s in cross flow over the tubes. Each tube is...
-
You ar the financial manager of a construction company and you boss asks you calculate the Net Present of a new investment opportunity. the project incolves the construction of a new sports facility...
-
The model with all useable variables is? Round to 2 decimal places If an answer is 0 (Zero) enter 0.00 4 Price 25099.34 + A A/ * SqFt + Thatched Roof + 46 a
-
(1) Armstrong plans to leave the TJ Partnership. Currently, her capital account is $48,000. Assume the partners have no agreement for sharing profits and losses. Prepare the journal entry to record...
-
Question 2 2 pts Consider the file named Public Goods Graphs. It shows the marginal private benefits (MPB) derived by three citizens from different units of a public good such as a fire station,...
-
Deon Sassafras Sis, Inc is a pool design firm based in Ozona, Florida. Based on the following fact pattern complete the entire accounting cycle case study for May, 20XX. 1 Record the following...
-
Use this essay link:https://www.supremecourt.gov/opinions/17pdf/16-1454_5h26.pdf Please give a brief as the Defendant: American Express 1. Did the Government prove enough regarding the...
-
Write a 3- to 5-page essay tracing the evolution of thought on governance from Plato, Aristotle, and Aquinas through to Locke and Hobbes. How are Locke and Hobbes like their predecessors? How are...
-
(a) What methods are used in infrared, ultravoilet, and visible light systems to reduce the effects of deposition on windows and sample tube walls. (b) Explain why is it increasingly possible to use...
-
During its first month of operation, Peter's Pool Corporation, which specializes in pool repairs, completed the following transactions. Date July 1 July 1 July 1 July 6 July 8 July 10 July 11 July 18...
-
What is a content filter? Where is it placed in the network to gain the best result for the organization?
-
In response to the housing bust and its fallout discussed at the end of this chapter, the U.S. economy entered into recession in December of 2007. That recession officially ended in June of 2009, but...
-
True or False? a. When a monopoly is maximizing its profits, price is greater than marginal cost. b. For a monopoly producing a certain amount of output, price is less than marginal revenue. c. When...
-
a. In your view, when should governments enforce a live and let live rule: on issues that matter most to people (e.g., matters of life and death, matters of how much income to give to the government,...
-
Solve Problem 33 with (a) \(T=2 \mathrm{~s}\), and (b) \(T=\) \(0.5 \mathrm{~s}\).
-
Solve Problem 33 with \(\zeta=1.0\).
-
A body is subjected to the two harmonic motions, \[ \begin{aligned} & x_{1}(t)=100 \sin \left(\omega t+\frac{\pi}{3} ight) \mathrm{mm} \\ & x_{2}(t)=50 \sin \left(\omega t+\frac{\pi}{6} ight)...
Study smarter with the SolutionInn App