Appendix CComprehensive Cases (Online)

  1. A Biff Targets an Online Dating Service for College Students
  2. B Freddy Favors Fast Food and Convenience for College Students
  3. C Superior Online Student Travel— A Cut Above
  4. D Rockingham National Bank Visa Card Survey

Comprehensive Case A

Biff Targets an Online Dating Service for College Students

Biff Henderson, a distant cousin of Bif Henderson of the David Letterman Show, graduated from the California state system three years ago. Being a bit shy, Biff had decided that the best way to meet girls was through an online dating service. His hits and misses during his college days led him to think that there must be a better way for college students to hook up. The big, generic services like Match.com and Yahoo Personals didn’t meet his needs. Also, speed dating at Starbucks and name swapping at the Apple Store were unsuccessful.

Biff decided that if the big online services weren’t right for him they must not be right for thousands of other college students as well. A little secondary research indicated that there are about 2.5 million subscribers to online dating services nationwide and this number is expected to double in the next few years. By utilizing scientifically derived compatibility tests and demographic preferences, a person can quickly filter through numerous candidates to find the person or persons whom they would most like to contact. Biff liked the idea of targeting only college students in order to attract singles looking for ...

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