Business Marketing Management A Strategic View of Industrial and Organizational Markets

by Hutt, Michael D.; Speh, Thomas W.

• ISBN13: 9780324190434
• ISBN10: 0324190433
• Edition: 8th
• Format: Hardcover
• Copyright: 2003-03-19
• Publisher: South-Western College Pub

Summary

Providing the most current and complete treatment of business-to-business marketing, this comprehensive market leader captures and integrates the latest developments in market analysis, relationship management, supply chain management, marketing strategy development, and electronic commerce. Popular in both the United States and Europe since its first edition, the text provides expanded treatment of relationship strategies, the technology adoption life cycle, strategy formulation in high-tech industries, new product and service development for business markets, and Internet strategies.

Table of Contents

PART I The Environment of Business Marketing	1	(89)
A Business Marketing Perspective	3	(28)
Business Marketing	4	(1)
Business Marketing Management	5	(6)
Business Markets Versus Consumer-Goods Markets	5	(1)
Inside Business Marketing: Career Path for B2B CEOs: For Many, It Began in Marketing	6	(1)
Marketing's Cross-Functional Relationships	7	(2)
Characteristics of Business Markets	9	(2)
Business and Consumer Marketing: A Contrast	11	(3)
Smucker: A Consumer and Business Marketer	12	(1)
Distinguishing Characteristics	12	(1)
A Relationship Emphasis	13	(1)
The Supply Chain	14	(4)
The Internet and the Supply Chain	15	(1)
Build to Order	16	(1)
Procurement Trends and the Supply Chain	16	(1)
Inside Business Marketing: Career Profile: Delivering Service Solutions to IBM Customers	17	(1)
Managing Relationships in the Supply Chain	17	(1)
Business Market Customers	18	(1)
Commercial Enterprises as Consumers	18	(1)
Classifying Goods for the Business Market	19	(3)
Entering Goods	21	(1)
Foundation Goods	21	(1)
Facilitating Goods	22	(1)
Business Marketing Strategy	22	(3)
Illustration: Manufactured Materials and Parts	23	(1)
Illustration: Installations	24	(1)
Illustration: Supplies	24	(1)
A Look Ahead	25	(1)
Summary	26	(1)
Discussion Questions	27	(1)
Internet Exercises	28	(1)
Case: The Segway Company: Reinventing the Wheel	29	(1)
Discussion Questions	30	(1)
The Business Market: Perspectives on the Organizational Buyer	31	(27)
Commercial Enterprises: Unique Characteristics	32	(14)
Distribution by Size	33	(1)
Geographical Concentration	33	(1)
Classifying Commercial Enterprises	34	(1)
The Purchasing Organization	35	(1)
Goals of the Purchasing Function	36	(1)
Inside Business Marketing: The Supply Chain for McNuggets	37	(1)
Strategic Procurement	37	(5)
How Purchasing Managers Evaluate Performance	42	(1)
Inside Business Marketing: Harley-Davidson's World-Class Purchasing Organization	43	(2)
Ethical Business Marketing: Gift Giving: ``Buy Me These Boots and You'll Get My Business''	45	(1)
Supplier Evaluation: Implications for the Marketer	45	(1)
Governments: Unique Characteristics	46	(5)
Influences on Government Buying	46	(1)
Understanding Government Contracts	46	(1)
Telling Vendors How to Sell: Useful Publications	47	(1)
Purchasing Organizations and Procedures: Government	48	(1)
Federal Buying	49	(2)
A Different Strategy Required	51	(1)
The Institutional Market: Unique Characteristics	51	(3)
Institutional Buyers: Purchasing Procedures	51	(3)
Dealing with Diversity: A Market-Centered Organization	54	(1)
Summary	55	(1)
Discussion Questions	55	(1)
Internet Exercises	56	(1)
Case: Managing Supplier Relationships: Saturn Versus DaimlerChrysler	57	(1)
Discussion Questions	57	(1)
Organizational Buying Behavior	58	(31)
The Organizational Buying Process	59	(9)
The Search Process	60	(1)
Supplier Selection and Performance Review	60	(2)
New Task	62	(1)
Straight Rebuy	63	(3)
Modified Rebuy	66	(2)
Forces Shaping Organizational Buying Behavior	68	(13)
Environmental Forces	68	(1)
Organizational Forces	69	(2)
Organizational Positioning of Purchasing	71	(2)
Inside Business Marketing: Targeting Buying Influentials: A Web Strategy	73	(1)
Group Forces	74	(2)
Ethical Business Marketing: Close Buyer--Seller Relationships Pose New Ethical Threats	76	(2)
Individual Forces	78	(3)
Inside Business Marketing: Best Practices for Customer Satisfaction in Business Marketing Firms	81	(1)
The Organizational Buying Process: Major Elements	81	(2)
Summary	83	(1)
Discussion Questions	84	(1)
Internet Exercise	85	(1)
Case: Dell Computer	86	(1)
Discussion Questions	87	(2)
PART II Managing Relationships in Business Marketing	89	(82)
Customer Relationship Management Strategies for Business Markets	91	(26)
Relationship Marketing	92	(2)
Types of Relationships	92	(1)
Value-Adding Exchanges	93	(1)
Nature of Relationships	94	(1)
Strategic Choices	94	(1)
Buyer-Seller Connector	94	(4)
Information Exchange	95	(1)
Operational Linkages	95	(1)
Legal Bonds	96	(1)
Cooperative Norms	96	(1)
Relationship-Specific Adaptations by the Seller or Buyer	96	(1)
Market and Situational Factors	96	(1)
Customer Evaluation of Suppliers	96	(2)
Inside Business Marketing: Understanding the Customer's Business---The Key to Success	98	(1)
Managing Buyer-Seller Relationships	98	(3)
Transactional Exchange	98	(1)
Collaborative Exchange	98	(1)
Switching Costs	99	(1)
Strategy Guidelines	100	(1)
Inside Business Marketing: The Internet Helps Cisco Systems Serve Customers	101	(1)
Customer Relationship Management	101	(8)
Acquiring the Right Customers	104	(1)
Crafting the Right Value Proposition	104	(2)
Instituting the Best Processes	106	(1)
Motivating Employees	107	(1)
Learning to Retain Customers	107	(2)
Inside Business Marketing: Do Interpersonal Relationships Matter to Corporate Buyers?	109	(1)
Gaining a Customer Relationship Advantage	109	(3)
Customer Relating Capability	110	(2)
Gaining a Position of Advantage	112	(1)
Achieving Performance Rewards	112	(1)
Summary	112	(1)
Discussion Questions	113	(1)
Internet Exercises	114	(1)
Case: Siebel Systems	115	(1)
Discussion Questions	115	(2)
E-Commerce Strategies for Business Markets	117	(28)
Defining E-Commerce	119	(1)
Key Elements Supporting E-Commerce	120	(2)
The Internet and World Wide Web	120	(1)
Intranets and Extranets	120	(2)
The Strategic Role of E-Commerce	122	(4)
E-Commerce as a Strategic Component	122	(1)
What the Internet Can Do	122	(2)
The Internet: Strategy Still Matters	124	(2)
Crafting an E-Commerce Strategy	126	(4)
Delineating E-Commerce Objectives	126	(2)
Specific Objectives of Internet Marketing Strategies	128	(2)
Internet Strategy Implementation	130	(10)
The Internet Product	130	(6)
Channel Considerations with Internet Marketing	136	(1)
The Internet as a Channel Alternative	137	(1)
Inside Business Marketing: Strategy Errors by Internet Pioneers	138	(1)
The Impact of the Internet on Pricing Strategy	138	(1)
The Internet and Customer Communication	139	(1)
Summary	140	(1)
Discussion Questions	141	(1)
Internet Exercise	142	(1)
Case: Using the Internet at W.W. Grainger	143	(1)
Discussion Questions	144	(1)
Supply Chain Management	145	(26)
The Concept of Supply Chain Management	147	(3)
Partnerships: The Critical Ingredient	147	(3)
Supply Chain Management: A Tool for Competitive Advantage	150	(4)
Supply Chain Management Goals	150	(2)
Benefits to the Final Customer	152	(1)
The Financial Benefits Perspective	152	(1)
Information and Technology Drivers	152	(1)
Inside Business Marketing: National Semiconductor: 45 to Four Days!	153	(1)
Successfully Applying the Supply Chain Management Approach	154	(1)
Successful Supply Chain Practices	155	(1)
Logistics as the Critical Element in Supply Chain Management	155	(2)
Distinguishing Between Logistics and Supply Chain Management	156	(1)
Managing Flows	156	(1)
The Strategic Role of Logistics	157	(3)
Sales--Marketing--Logistics Integration	157	(1)
Just-In-Time Systems	158	(1)
Total-Cost Approach	159	(1)
Calculating Logistics Costs	160	(1)
Activity-Based Costing	160	(1)
Total Cost of Ownership (TCO)	160	(1)
Business-to-Business Logistical Service	161	(2)
Logistics Service Impacts on the Customer	161	(1)
Determining the Level of Service	161	(1)
Logistics Impacts on Other Supply Chain Participants	161	(2)
Business-to-Business Logistical Management	163	(5)
Logistical Facilities	163	(1)
Transportation	164	(2)
Inventory Management	166	(1)
Inside Business Marketing: The Profit Impact of Inventory Management	167	(1)
Third-Party Logistics	167	(1)
Inside Business Marketing: Hewlett-Packard Turns to UPS for Help with Repairs	168	(1)
Summary	168	(1)
Discussion Questions	169	(1)
Internet Exercise	169	(1)
Case: Managing Logistics at Trans-Pro	170	(1)
Discussion Question	170	(1)
PART III Assessing Market Opportunities	171	(50)
Segmenting the Business Market	173	(22)
Business Market Segmentation Requirements and Benefits	174	(4)
Requirements	175	(1)
Evaluating the Competitive Environment	175	(1)
Evaluating the Technological Environment	176	(1)
Inside Business Marketing: Segmentation at Cisco.com	177	(1)
Benefits	177	(1)
Bases for Segmenting Business Markets	178	(10)
Macrolevel Bases	180	(2)
Illustration: Macrosegmentation	182	(1)
Microlevel Bases	182	(3)
Inside Business Marketing: Strategy is Revolution	185	(3)
Illustration: Microsegmentation	188	(1)
A Model for Segmenting the Organizational Market	188	(2)
Choosing Market Segments	188	(2)
Making a Commitment	190	(1)
Implementing a Segmentation Strategy	190	(1)
Summary	191	(1)
Discussion Questions	191	(2)
Internet Exercises	193	(1)
Case: The Javelin Executive Jet	194	(1)
Discussion Questions	194	(1)
Organizational Demand Analysis	195	(26)
Organizational Demand Analysis	196	(7)
Using the Internet for Business Marketing Research	197	(2)
The Role of Market Potential in Planning and Control	199	(2)
The Role of the Sales Forecast	201	(1)
Applying Market Potential and the Sales Forecast	201	(2)
Determining Market and Sales Potentials	203	(5)
Statistical Series Methods	203	(1)
Market Research	203	(5)
Inside Business Marketing: Business-to-Business Marketing Research: Focus on the Buying Center	208	(1)
The Essential Dimensions of Sales Forecasting	208	(2)
The Role of Forecasting	208	(1)
Inside Business Marketing: Just-in-Case	209	(1)
Forecasting Methods	210	(8)
Qualitative Techniques	210	(2)
Quantitative Techniques	212	(3)
Ethical Business Marketing: The Wrong Way to Use Forecasting	215	(2)
Combining Several Forecasting Techniques	217	(1)
Summary	218	(1)
Discussion Questions	218	(1)
Internet Exercises	219	(1)
Case: IBM Global Services	220	(1)
Discussion Questions	220	(1)
PART IV Formulating Business Marketing Strategy	221	(238)
Business Marketing Planning: Strategic Perspectives	223	(27)
Market-Driven Organizations	225	(3)
Capabilities of Market-Driven Organizations	225	(1)
Dimensions of Market-Driven Management	225	(3)
The Components of a Business Model	228	(4)
Customer Interface	228	(1)
Core Strategy	229	(1)
Strategic Resources	230	(1)
The Value Network	231	(1)
Profit Potential	231	(1)
Marketing's Strategic Role	232	(4)
The Hierarchy of Strategies	232	(2)
Strategy Formulation and the Hierarchy	234	(2)
Creating Strategy in High-Technology Industries	236	(5)
Inside Business Marketing: The New Corporate Strategy in Dynamic Markets	237	(1)
Discontinuous Innovation Strategies	237	(4)
Marketing's Cross-Functional Relationships	241	(4)
Cross-Functional Connections	241	(1)
Functionally Integrated Planning: The Marketing Strategy Center	242	(1)
Inside Business Marketing: From Bullet-Point Plans to Strategic Stories at 3M	243	(2)
The Business Marketing Planning Process	245	(1)
The Marketing Plan	245	(1)
Summary	246	(1)
Discussion Questions	246	(2)
Internet Exercises	248	(1)
Case: Dell Versus Hewlett-Packard: The Printer Business	249	(1)
Discussion Questions	249	(1)
Business Marketing Strategies for Global Markets	250	(24)
Drivers of Globalization	251	(5)
Market Factors	253	(1)
Economic Factors	253	(1)
Inside Business Marketing: Tracking Global Internet Usage: Some Resources	254	(1)
Environmental Factors	254	(1)
Competitive Factors	255	(1)
Inside Business Marketing: Innovative Solutions for the Environment	256	(1)
International Market-Entry Options	256	(12)
Exporting	256	(1)
Contracting	257	(1)
Strategic Alliances	258	(1)
Ethical Business Marketing: Bribery and Differing Business Practices	259	(1)
Joint Ventures	260	(1)
Multidomestic versus Global Strategies	261	(2)
International Strategy and the Value Chain	263	(4)
Inside Business Marketing: Canon Wins with Unique Competitive Positioning Strategy	267	(1)
A General Framework for Global Strategy	268	(3)
Build on a Unique Competitive Position	268	(1)
Emphasize a Consistent Positioning Strategy	269	(1)
Establish a Clear Home Base for Each Distinct Business	269	(1)
Leverage Product-Line Home Bases at Different Locations	269	(1)
Disperse Activities to Extend Home Base Advantages	270	(1)
Coordinate and Integrate Dispersed Activities	270	(1)
Inside Business Marketing: Global Account Management at IBM	271	(1)
Summary	271	(1)
Discussion Questions	272	(1)
Internet Exercise	272	(1)
Case: Iridium: A Global Satellite Phone System that Didn't Fly	273	(1)
Discussion Question	273	(1)
Managing Products for Business Markets	274	(27)
Core Competencies: The Roots of Industrial Products	275	(4)
Identifying Core Competencies	276	(1)
Sustaining the Lead	276	(2)
From Core Products to End Products	278	(1)
Exploiting Selected Core Competencies	278	(1)
Experiment with Product Strategy!	279	(1)
Product Quality	279	(3)
Meaning of Quality	280	(1)
Meaning of Value	280	(1)
Value in Use	281	(1)
Product Support Strategy: The Service Connection	281	(1)
Product Policy	282	(5)
Types of Product Lines Defined	282	(2)
Defining the Product Market	284	(1)
Assessing Global Product-Market Opportunities	285	(2)
Inside Business Marketing: High-Growth Market Blues	287	(1)
Planning Industrial Product Strategy	287	(3)
Product Positioning	287	(1)
The Process	288	(1)
Isolating Strategy Opportunities	289	(1)
Product Positioning Illustrated	289	(1)
Managing Products in High-Technology Markets	290	(7)
Managing a High-Tech Brand	290	(2)
Does Brand-Building Pay Off?	292	(1)
Isolating Technology Adopters	292	(2)
Inside Business Marketing: The Gorilla Advantage in High-Tech Markets	294	(1)
The Technology Adoption Life Cycle	294	(3)
Summary	297	(1)
Discussion Questions	298	(1)
Internet Exercise	299	(1)
Case: Apple and the Hand-Held Computer Market	300	(1)
Discussion Questions	300	(1)
Managing Innovation and New Industrial Product Development	301	(25)
The Management of Innovation	302	(5)
Patterns of Strategic Behavior	303	(3)
Inside Business Marketing: The Angels of Silicon Valley	306	(1)
Bringing Silicon Valley Inside	306	(1)
Managing Technology	307	(4)
Classifying Development Projects	308	(1)
A Product Family Focus	308	(1)
Innovation Winners in High-Technology Markets	309	(2)
Inside Business Marketing: Encouraging Continuous Experimentation	311	(1)
The New Product Development Process	311	(9)
What Drives a Firm's New Product Performance?	312	(2)
Anticipating Competitive Reactions	314	(1)
Sources of New Product Ideas	314	(2)
Cross-Functional Barriers	316	(2)
A Team-Based Process	318	(1)
Quality Function Deployment	319	(1)
Determinants of New Product Performance and Timeliness	320	(3)
The Determinants of Success	320	(1)
Determinants of Product Success for Japanese Companies	321	(1)
Fast-Paced Product Development	322	(1)
Summary	323	(1)
Discussion Questions	323	(1)
Internet Exercise	324	(1)
Case: 3M's Culture of Innovation	325	(1)
Discussion Questions	325	(1)
Managing Services for Business Markets	326	(26)
Business Services: Role and Importance	327	(7)
Product Support Services	328	(1)
Pure Services	329	(1)
Inside Business Marketing: You've Got Too Much Mail!	330	(1)
Business Service Marketing: Special Challenges	330	(1)
Services Are Different	330	(1)
Tangible or Intangible?	331	(1)
Simultaneous Production and Consumption	332	(1)
Service Variability	332	(1)
Service Perishability	333	(1)
Non-Ownership	333	(1)
Service Quality	334	(3)
Dimensions of Service Quality	334	(1)
Customer Satisfaction and Loyalty	335	(1)
Zero Defections	336	(1)
Return on Quality	337	(1)
Marketing Mix for Business Service Firms	337	(8)
Segmentation	337	(1)
Service Packages	338	(2)
Pricing Business Services	340	(2)
Services Promotion	342	(1)
Services Distribution	343	(2)
Developing New Services	345	(4)
Scenarios for Success and Failure	346	(3)
Summary	349	(1)
Discussion Questions	349	(1)
Internet Exercise	350	(1)
Case: FedEx Express: A New Service for the Small Business Market	351	(1)
Discussion Questions	351	(1)
Managing Business Marketing Channels	352	(31)
The Business Marketing Channel	353	(5)
Direct Distribution	354	(1)
Inside Business Marketing: IBM Uses the Internet to Collaborate with Channel Partners and Build Customer Loyalty	355	(1)
Indirect Distribution	355	(1)
Many Channels Are Often Required	356	(1)
E-Channels	356	(2)
Participants in the Business Marketing Channel	358	(6)
Inside Business Marketing: E-Channels: Guidelines for Success	359	(1)
Distributors	359	(1)
Inside Business Marketing: A Software Solution that Unites the Channel	360	(3)
Manufacturers' Representatives	363	(1)
Channel Design	364	(8)
Stage 1: Channel Objectives	365	(1)
Stage 2: Channel Design Constraints	366	(1)
Stage 3: Pervasive Channel Tasks	366	(1)
Stage 4: Channel Alternatives	367	(3)
Stage 5: Channel Selection	370	(2)
Channel Administration	372	(3)
Selection of Channel Members	372	(1)
Motivating Channel Members	373	(1)
Conflict: The Need for Relationship Management	374	(1)
International Business Marketing Channels	375	(4)
Government Impacts on Global Channels	376	(1)
Domestic Intermediaries	376	(1)
Foreign-Based Intermediaries	377	(1)
Company-Organized Sales Force	378	(1)
Summary	379	(1)
Discussion Questions	380	(1)
Internet Exercise	381	(1)
Case: Hewlett-Packard: A Channel Strategy Dilemma	382	(1)
Discussion Questions	382	(1)
Pricing Strategy for Business Markets	383	(26)
The Meaning of Price in Business Markets	384	(3)
Benefits	385	(1)
Costs	386	(1)
Inside Business Marketing: Create Value-Based Sales Tools	387	(1)
The Industrial Pricing Process	387	(11)
Price Objectives	387	(1)
Demand Determinants	387	(5)
Cost Determinants	392	(4)
Competition	396	(2)
Pricing Across the Product Life Cycle	398	(2)
Pricing New Products	398	(1)
Ethical Business Marketing: On Ethics and Pricing at Raytheon	399	(1)
Legal Considerations	400	(1)
Responding to Price Attacks by Competitors	400	(3)
Evaluating a Competitive Threat	401	(2)
Understanding the Rules of Competitive Strategy	403	(1)
Competitive Bidding	403	(3)
Closed Bidding	404	(1)
Open Bidding	404	(1)
Strategies for Competitive Bidding	405	(1)
Summary	406	(1)
Discussion Questions	406	(1)
Internet Exercise	407	(1)
Case: Meeting the Challenges of Reverse Auctions	407	(1)
Discussion Question	407	(2)
Business Marketing Communications: Advertising and Sales Promotion	409	(24)
The Role of Advertising	411	(2)
Integrated Communication Programs	411	(1)
Enhancing Sales Effectiveness	411	(1)
Increased Sales Efficiency	412	(1)
Creating Awareness	412	(1)
Interactive Marketing Communications	412	(1)
What Business-to-Business Advertising Cannot Do	413	(1)
Managing Business-to-Business Advertising	413	(9)
Defining Advertising Objectives	413	(1)
Written Objectives	414	(1)
Determining Advertising Expenditures	415	(2)
Developing the Advertising Message	417	(1)
Selecting Advertising Media for Business Markets	418	(2)
Direct Marketing Tools	420	(2)
Inside Business Marketing: The Expanding Role of Internet Marketing	422	(1)
The Power of Internet Marketing Communications	422	(2)
Integrate the Internet into Media Plans	422	(1)
Capture the Economies of the Internet	423	(1)
Make Real-Time Changes	423	(1)
Create ``Unlimited Shelf Space'' for Products	423	(1)
Reach Customers on a Global Scale	423	(1)
Build One-to-One Relationships with Customers	423	(1)
Measuring Advertising Effectiveness	424	(1)
Measuring Impacts on the Purchase Decision	424	(1)
The Measurement Program	424	(1)
Managing Trade Show Strategy	425	(5)
Inside Business Marketing: IBM Gold Service Customers	426	(1)
Trade Shows: Strategy Benefits	426	(1)
Trade Show Investment Returns	427	(1)
Planning Trade Show Strategy	427	(1)
Trade Show Objectives	427	(1)
Selecting the Shows	428	(1)
Managing the Trade Show Exhibit	428	(1)
Evaluating Trade Show Performance	429	(1)
Summary	430	(1)
Discussion Questions	431	(1)
Internet Exercise	431	(1)
Case: SafePlace Corporation	432	(1)
Discussion Questions	432	(1)
Business Marketing Communications: Managing the Personal Selling Function	433	(26)
Foundations of Personal Selling: An Organizational Customer Focus	434	(4)
Inside Business Marketing: Career Profile: Managing Relationships at IBM	435	(1)
Relationship Marketing	436	(1)
Relationship Quality	437	(1)
Integrated Multichannel Models	438	(2)
Managing Customer Contact Points	439	(1)
Customer Relationship Management (CRM) Systems	440	(1)
Managing the Sales Force	440	(10)
Organizing the Personal Selling Effort	441	(1)
Key Account Management	442	(3)
National Account Success	445	(1)
Sales Administration	445	(5)
Models for Industrial Sales Force Management	450	(5)
Ethical Business Marketing: Ethics in Selling	451	(1)
Deployment Analysis: A Strategic Approach	451	(2)
The Internet: Transforming the Selling Process	453	(2)
Summary	455	(1)
Discussion Questions	455	(1)
Internet Exercise	456	(1)
Case: Direct Marketing Campaigns at IBM	457	(1)
Discussion Question	457	(2)
PART V Evaluating Business Marketing Strategy and Performance	459	(26)
Controlling Business Marketing Strategies	461	(24)
The Balanced Scorecard	462	(7)
Financial Perspective	463	(1)
Customer Perspective	464	(2)
Internal Business Process Perspective	466	(1)
Learning and Growth Perspective	467	(1)
The Strategy Map	467	(2)
Marketing Strategy: Allocating Resources	469	(1)
Guiding Strategy Formulation	470	(1)
The Marketing Control Process	470	(1)
Control at Various Levels	470	(7)
Strategic Control	470	(1)
Annual Plan Control	471	(2)
Efficiency and Effectiveness Control	473	(1)
Profitability Control	473	(2)
Inside Business Marketing: Digital Cockpits to Track Corporate Financial Performance	475	(2)
Feedforward Control	477	(1)
Implementation of Business Marketing Strategy	477	(3)
The Strategy-Implementation Fit	478	(1)
Implementation Skills	478	(1)
The Marketing Strategy Center: An Implementation Guide	479	(1)
Looking Back	480	(2)
Summary	482	(1)
Discussion Questions	482	(1)
Internet Exercise	483	(1)
Case: Sealed Air Corporation: Delivering Package Solutions	484	(1)
Discussion Question	484	(1)
Cases	485	(204)
Case Planning Guide	485	(2)
Cisco Systems	487	(26)
S.C. Johnson's Professional Division	513	(2)
Southwestern Ohio Steel Company, L.P: The Matworks Decision	515	(7)
Westward Industries Ltd. (A)	522	(15)
RJM Enterprises, Inc.---Romancing the Vine	537	(33)
Beta Pharmaceuticals: Pennsylvania Distribution System	570	(6)
Pfizer, Inc. Animal Health Products---A: Market Segmentation and Industry Changes	576	(12)
Hewlett-Packard Company in Vietnam	588	(24)
Barro Stickney, Inc.	612	(5)
Wind Technology	617	(7)
Augustine Medical, Inc.: The Bair Hugger® Patient Warming System	624	(11)
Endius Inc.: Targeting Product Cost for Steerable Surgical Instruments	635	(12)
Ace Technical	647	(15)
Advanced Elastomer Systems: Market Strategy for a New, Technical Product	662	(25)
Ethical Dilemmas in Business Marketing	687	(2)
Glossary	689	(11)
Index	700