Marketing challenges: cases & exercises
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
New York u.a.
McGraw-Hill
1993
|
| Ausgabe: | 3. ed. |
| Schriftenreihe: | McGraw-Hill series in marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXIX, 627 S. Ill. |
| ISBN: | 0079115772 0070388024 |
Internformat
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| 245 | 1 | 0 | |a Marketing challenges |b cases & exercises |c Christopher H. Lovelock ; Charles B. Weinberg |
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Datensatz im Suchindex
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| adam_text | Titel: Marketing challenges
Autor: Lovelock, Christopher H
Jahr: 1993
CONTENTS
PREFACE Xix
ANALYZING AND LEARNING FROM CASES XXiii
EXAMPLE OF A CASE ANALYSIS XXiX
PART 1 THE NATURE OF MARKETING 1
Note on key marketing concepts and tools
1 THE CHEVROLET CORVETTE 9
Frank Conley, Nancy Trap, and Paul W. Farris
Howshoulda U.S. sports car be positioned against imported
competitors and what advertising and promotion programs
should be employed?
2 MCDONALD S: THE GREENING OF THE GOLDEN ARCHES 23
Sandra Vandermerwe and Marika Taishoff
Management in Germany wrestles with environmental prob-
lems relating to packaging.
3 HURRICANE ISLAND OUTWARD BOUND SCHOOL 34
Bruce H. Clark and Thomas V. Bonoma
A marketing plan, including decisions on product policy and
market selection, must be developed for this nonprofit orga-
nization.
4 WINKLEMAN MANUFACTURING COMPANY 49
Jim Dooley and William L. Weis
Management considers the use of price cuts and product
modifications to maintain market leadership.
5 EVERGREEN PAPER COMPANY 52
David Carter-Whitney, Richard W. Pollay, and Charles B. Weinberg
A strategy is needed to build market share in the increasingly
competitive recycled paper market.
PART 2 MARKET SELECTION 61
Note on market targeting and segmentation
6 TENDERCARE DISPOSABLE DIAPERS 69
James E. Nelson
Should a small firm with a new and superior product go
head to head against major competitors or seek out a niche
strategy?
7 HEALTH SYSTEMS INC. 77
Penny Pittman Merliss and Christopher H. Lovelock
A consulting firm evaluates its product line and its customer
base as it considers opening a branch office.
8 CURTIS AUTOMOTIVE HOIST 88
Gordon H. G. McDougall
Entering the European market is one of the decisions faced
by management.
9 ASIAN FOOD IMPORTERS OF AMERICA 97
Katherine Gallagher and Charles B. Weinberg
A Canadian firm considers short-term and long-term strate-
gies for exporting honey to Korea.
PART 3 PRODUCT POLICY 111
Note on product policy
10 COCHLEAR BIO NIC EAR 119
Sandra Vandermerwe and Marika Taishoff
Cochlear, the technological leader in producing hearing de-
vices for profoundly deaf people, must determine why its
sales remain very low.
11 B.C. PACKERS 132
Craig R. Pollack and Charles B. Weinberg
Management considers launching a new cat food into a
highly competitive market.
12 THE PARKER HOUSE 139
Robert J. Kopp, Penny Pittman Merliss, and Christopher H. Lovelock
A major hotel faces new competition and must select an
appropriate positioning strategy.
13 SINGAPORE AIRLINES 155
Sandra Vandermerwe and Christopher H. Lovelock
Famed for its superb personal services, the airline debates
adding high-tech service on board.
14 LOBLAWS 169
Gordon H. G. McDougall and Douglas Snetsinger
Three new products are considered for the environmentally
oriented G R E E-N.
PART 4 DISTRIBUTION CHANNELS AND DELIVERY SYSTEMS 187
Note on distribution and delivery systems
15 GRANVILLE ISLAND BREWING COMPANY 197
Shirley F. Taylor and John D. Claxton
After early growth, a small premium brewery faces difficulty
in increasing distribution of its products.
16 JORDAN A/S 209
David H. Hover, Per V. Jenster, and Kamran Kashani
A Norwegian toothbrush manufacturer has expanded
abroad and needs to consider distributor relationships in
different national markets.
17 SULLIVAN S AUTO WORLD 219
Christopher H. Lovelock
Turning around an ailing car dealership is the unexpected
task facing a young health care manager.
18 BAYBANK SYSTEMS, INC. 225
Christopher H. Lovelock
A technology-driven bank considers whether to add a debit
card that might require retailers to add new systems.
19 THOMPSON RESPIRATION PRODUCTS, INC. 238
James E. Nelson and William R. Woolridge
A manufacturer of medical equipment attempts to build a
dealer network for the rental and sale of portable respirators.
PART 5 ADVERTISING AND PROMOTION 247
Note on advertising and promotion
20 VANCOUVER PUBLIC AQUARIUM 255
Grant N. Poeter and Charles B. Weinberg
Management considers alternative strategies to boost atten-
dance on weekdays and other off-peak times.
21 MONTECITO STATE COLLEGE 265
Christopher H. Lovelock
The dean seeks to boost enrollments and wonders what mix
and schedule of communication efforts will make best use
of the available budget.
22 CASTLE COFFEE COMPANY, I 279
William F. Massy, David B. Montgomery, and Charles B. Weinberg
An advertising budget for the next year must be developed
to turn around brand share in a very competitive market.
23 COLGATE PALMOLIVE: CLEOPATRA 285
Sandra Vandermerwe and J. Carter Powis
Management must decide what to do when a new brand
fails to meet its objectives.
24 E. I. DUPONT de NEMOURS CO., INC. 300
Jonathan Guiliano and Cornelius A. deKluyver
Annual marketing plans for two industrial fiber products need
to be developed.
PART 6 PERSONAL SELLING AND ACCOUNT MANAGEMENT 315
Note on sales force management
25 MEDIQUIP S. A. 321
Kamran Kashani
Having lost a big account, a sales engineer seeks to deter-
mine why.
26 BT: TELEPHONE ACCOUNT MANAGEMENT 328
Martin Bless and Christopher H. Lovelock
Keeping in touch with small customers through telephone
channels requires attention to individual customer concerns.
27 FIRST NATIONAL BANK 340
Christopher H. Lovelock
Problems arise when a big bank enlarges the tellers respon-
sibilities to include selling activities.
28 CRESTLIGHT PAPER COMPANY 349
Kenneth Simmonds
A young executive must quickly take over the management
of a field sales force when an older manager retires on short
notice.
PART 7 PRICING 357
Note on pricing strategy
29 CASCADE FOODS 365
Charles B. Weinberg
Using the results from a test market, management must set
price levels for a new brand of fruit drinks.
30 SOUTHWEST AIRLINES 372
Christopher H. Lovelock
A small airline has finally reached break-even when its chief
competitor halves fares on its major route. How should it
respond?
31 COLUMBIA PLASTICS DIVISION OF FRASER INDUSTRIES, INC. 384
Charles B. Weinberg
A marketer of skylights needs to respond when an aggres-
sive newcomer uses price cutting to take away the firm s
major customers.
32 JACOBS SUCHARD: NABOB SUMMIT 387
John R. Oldland
The success of anew brand of ground coffee causes prob-
lems when it starts to cannibalize one of Nabob s more
profitable brands.
PART 8 MARKETING RESEARCH 399
Note on designing and interpreting market research studies
33 LAUSANNE TOURIST OFFICE AND CONVENTION BUREAU 409
Christopher H. Lovelock, Kimberly A. Bechler, and Dominique Turpin
A medium-sized Swiss city considers what type of research
will provide useful infonvation on tourists.
34 MACTEC CONTROL AB 424
James E. Nelson
The firm must decide whether to enter the U.S. market or to
wait for more market research.
35 HINESBURY MILLS, I 431
Christopher H. Lovelock and Gerald J. Eskin
An estimate of consumer responses is needed when com-
petitors introduce cake mixes that threaten Hinesbury s
product.
36 ETHICAL DILEMMAS IN MARKETING RESEARCH 437
Charles B. Weinberg
Ten situations potentially raise ethical dilemmas.
PART 9 STRATEGIC MARKET PLANNING 439
Note on competitive marketing strategy
37 AIR BP: AVIATION SERVICE CENTERS 449
Christopher H. Lovelock
Management needs to review its worldwide strategy for pro-
viding aviation fuel services.
38 O E FARM SUPPLY 462
Thomas F. Funk, E. Gimpel, and O. Guindo
Growth opportunities abound, but which are the most fea-
sible?
39 WATER CONSERVATION IN PALO ALTO 469
Peter T. Hutchison, Don E. Parkinson, and Charles B. Weinberg
In the second year of a serious drought in northern Califor-
nia, the city of Palo Alto must develop and implement a plan
to reduce water consumption by 25 percent.
40 KIRIN BREWERY CO., LTD.: THE DRY BEER WAR 480
Dominique Turpin, Christopher H. Lovelock and Joyce Miller
A competitor has introduced a new product category with
great success. How can Kirin regain its leadership role?
41 NORTON COMPANY 497
Francis Aguilar
In the face of declining market share, top management is
reevaluating its strategic plan for competing in the coated
abrasives business.
PART 10 ORGANIZING AND IMPLEMENTING THE MARKETING EFFORT 511
Note on marketing organization and implementation
42 DUNFEY HOTELS CORPORATION 521
Robert J. Kopp and Christopher H. Lovelock
The president of a hotel chain seeks to place responsibility
for strategic planning on the line managers who run the
hotels.
43 KNOWLES PRODUCTS: BRAND MANAGEMENT SYSTEM 533
Charles B. Weinberg
Senior management of a large packaged goods firm reviews
the operation of its brand management system.
44 FEDERAL EXPRESS QUALITY IMPROVEMENT PROGRAM 545
Christopher H. Lovelock
Information technology and a focus on employees are hall-
marks of this company s approach to quality improvement.
45 ALIAS RESEARCH INC. 559
Douglas Snetsinger and Susan Spencer
A highly successful computer software firm faces lost sales
from price competition.
46 THE LIVELY ARTS AT HANSON, I 568
Kenneth Shachmut and Charles B. Weinberg
Management of a performing-arts series reviews recent
marketing activities and results as a start to revising its
strategy.
APPENDIXES: Aids to Student Analysis
1 GLOSSARY OF SELECTED MARKETING AND 581
MANAGEMENT TERMS
2 FINANCIAL AND ECONOMIC ANALYSIS IN MARKETING 587
3 USE OF COMPUTERS FOR MARKETING DECISION MAKING 597
Castle Coffee Company, II 599
Hinesbury Mills, II 607
The Lively Arts at Hanson, II 617
4 USING THE MARKETING CHALLENGES PERSONAL COMPUTER DISKS 627
John D. Claxton
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| spelling | Marketing challenges cases & exercises Christopher H. Lovelock ; Charles B. Weinberg 3. ed. New York u.a. McGraw-Hill 1993 XXXIX, 627 S. Ill. txt rdacontent n rdamedia nc rdacarrier McGraw-Hill series in marketing Marketing Case studies Marketing Problems, exercises, etc Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketing (DE-588)4037589-4 s DE-604 Lovelock, Christopher H. 1940-2008 Sonstige (DE-588)133426262 oth Weinberg, Charles B. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006443315&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marketing challenges cases & exercises Marketing Case studies Marketing Problems, exercises, etc Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4522595-3 |
| title | Marketing challenges cases & exercises |
| title_auth | Marketing challenges cases & exercises |
| title_exact_search | Marketing challenges cases & exercises |
| title_full | Marketing challenges cases & exercises Christopher H. Lovelock ; Charles B. Weinberg |
| title_fullStr | Marketing challenges cases & exercises Christopher H. Lovelock ; Charles B. Weinberg |
| title_full_unstemmed | Marketing challenges cases & exercises Christopher H. Lovelock ; Charles B. Weinberg |
| title_short | Marketing challenges |
| title_sort | marketing challenges cases exercises |
| title_sub | cases & exercises |
| topic | Marketing Case studies Marketing Problems, exercises, etc Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Case studies Marketing Problems, exercises, etc Marketing Fallstudiensammlung |
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