Strategic Marketing Problems: Cases And Comments

by Kerin, Roger; Peterson, Robert

• ISBN13: 9780131871526
• ISBN10: 0131871528
• Edition: 11th
• Format: Hardcover
• Copyright: 2007-01-01
• Publisher: Prentice Hall

Summary

This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 44 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.

Table of Contents

Preface	p. ix
Foundations of Strategic Marketing Management	p. 1
A Sample Marketing Plan	p. 17
Financial Aspects of Marketing Management	p. 33
Marketing Decision Making and Case Analysis	p. 53
Opportunity Analysis, Market Segmentation, and Market Targeting	p. 65
Toucon Collections, Inc.	p. 77
Zenith Pet Foods, Inc.	p. 80
Shoes for MOOs, Inc.	p. 91
Jones, Blair Company	p. 99
Duncan Industries: Market Opportunities in the European Union	p. 109
Frito-Lay's Dips	p. 118
South Delaware Coors, Inc.	p. 130
Product and Service Strategy and Brand Management	p. 141
Dr Pepper/Seven Up, Inc.: Squirt Brand	p. 157
Zoecon Corporation: Insect Growth Regulators	p. 177
Skin-Tique Corporation	p. 188
Peace Memorial Hospital: Downtown Health Clinic	p. 196
Procter & Gamble, Inc.: Scope	p. 207
Qingdao Haier Ltd.: Considering the Maytag Acquisition	p. 219
Frito-Lay Company: Cracker Jack	p. 237
Integrated Marketing Communication Strategy and Management	p. 263
Crestfield Furniture Industries, Inc. (A)	p. 275
Crestfield Furniture Industries Inc. (B)	p. 287
Cadbury Beverages, Inc.: Crush Brand	p. 290
Amber Inn & Suites, Inc.	p. 305
Drypers Corporation: National Television Advertising Campaign	p. 318
Craft Marine Corporation	p. 327
Godiva Europe	p. 334
Marketing Channel Strategy and Management	p. 353
Hawaiian Punch: Go-to-Market Strategy	p. 365
GloFish, LLC	p. 377
Swisher Mower and Machine Company: Evaluating a Private Brand Distribution Opportunity	p. 387
Goodyear Tire and Rubber Company	p. 399
Peak Garage Door, Inc.	p. 411
Merton Industries: The Wholesale Distribution Decision	p. 416
Pricing Strategy and Management	p. 425
EMI Group, PLC: CD Pricing in the Recorded Music Industry	p. 435
Southwest Airlines	p. 450
Superior Supermarkets: Everyday Low Pricing	p. 470
Burroughs Wellcome Company: Retrovir	p. 482
Virgin Mobile USA: Pricing for the Very First Time	p. 494
Augustine Medical, Inc.: The Bair Hugger Patient Warming System	p. 510
Marketing Strategy Reformulation: The Control Process	p. 521
AssociationPower.Com	p. 531
Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment	p. 539
Marshant Museum of Art and History	p. 556
The Circle K Corporation	p. 566
Comprehensive Marketing Programs	p. 577
Dexit-A Marketing Opportunity	p. 583
Frito-Lay, Inc.: Sun Chips Multigrain Snacks	p. 596
Keurig at Home: Managing a New Product Launch	p. 613
A.1. Steak Sauce: Lawry's Defense	p. 630
Cima Mountaineering, Inc.	p. 637
Graneer Systems, Inc.: India Market Entry	p. 654
Kingsford Charcoal	p. 669
Preparing a Written Case Analysis	p. 687
Republic National Bank of Dallas: NOW Accounts	p. 687
Student Analysis: Republic National Bank of Dallas: NOW Accounts	p. 697
Glossary of Selected Marketing Terms and Concepts	p. 703
Subject Index	p. 709
Company and Brand Index	p. 716
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