营销管理案例：英文

书籍目录

Contents

PARTl

An Orientation to the Case Method

Chapter l Note to the Student on the Case Method

Chapter 2 Introduction to Marketing Decision Making

An Outline for Case Analysis. A Good Case Analysis

Appendix: Outline for Case Analysis

Chapter 3 Financial Analysis for Marketing Decision Making

Contribution. Costs. Break Even. Profit Targets. Market Share.

Capital Expenditures. Relevant Costs. Margins. Multiple Margins

Chapter 4 A Case with a Student Analysis

Case: Crow, Pope, and Land Enterprises. Example Situation Analysis ofCrow, Pope, and Land

Enterprises (CPL). Commentary on the Case Analysis.

PART2

Introduction to Marketing Decision Making

Case l: General Motors: Cadillac

Product: Luxury car

tssue: Situation analysis and whole strategy

Case 2: KitchenAid Small Appliances: Central Europe

Product: Small appliances

lssue: Central European marketing

Case 3: Compaq Computer Corporation

Product: Personal computers

Issue: Product mix

Case 4: Exercise on Financial Analysis for Marketing Decision Making

PART3

Marketing Information and Forecasting

Case 5: The Atlanta Joumal and Constitution (A)

Product: Newspaper-retailer advertising

Issue:Media effectiveness measurement

Case 6: Greenwood Federal Savings and Loan

Product: Financial services

Issue: Consumer infonnation and segmentation

Case 7: AGT.lnc.

Product: Amusement park-Pakistan

Issue: Information needs; Iata collection methods

Case 8: Modem Plastics (A)

Product: Plastic packaging

Issue: Demand forecasting

PART4

Product and Brand Management Decisions

Case 9: Machine Vision Intemational

Product: Factory automation vision system

Jssue: Product-market choice

CaselO: VoiceMailAroundtheWorid

Product: Voice mail

Issue: Intemational marketing strategy

Case l l: Schweppes Raspberry Ginger Ale

Product: Soft drinks

Issue: Intemational new product introduction

Case 12: Electrohome (A): Projection Systems Division

Product: Electronic projection system

Issue: Response to competitor's new product

PABT5

DistributioD Decisions

Case 13: Chaebol Electronics Company, U.S

Product: Videotape recorder

Issue: Selecion of a new channel

Case 14: Ito-Yokado Company

Product: Convenience store retailing: 7-Eleven

Issue: Channel institution positioning; targeting; profitability dynamics

Case 15: Levi Strauss Japan K.K

Product:-LEVTSjeans

Issue: Expansion ofretail outlets in Japan; pricing strategy

Case 16: American Airlines: SABRE Reservation System in Europe

Product: Computer reservation system

Issue: Whole distribution strategy

PART6

Promotion Decisions

Case 17: South-West Phannaceutical Company 349

Product: Skin cream

Issue: Push-pull promotion budget allocation

Case 18: Suburban CableVision

Product: Cable television service

Issue: Recruiting subscribers

Case 19: Rich's Department Store

Product: Retailing

Issue: Media effectiveness

Case20: ExerciseinPrintAdvertisingAssessment 394

Case 21: The Customer-Focus Challenges of integrated Marketing Communications at CCH

Product: Law, accounting, and other reference materials

Issue: Modernization of products and marketing

Case22: Allied Food Distributors

Product: Food wholesaler

Issue: Salesperson selection

Case 23: Outdoor Sporting Products, Inc

Product: Sporting goods

Issue: Motivation, compensation

PART7

Pricing Decisions

Case 24: Royale Suites

Product: All-suites hotel

Issue: Pricing for maximum occupancy and profit

Case25: Techtronics Limited

Product: High-defmition television (HDTV)

issue: New product pricing

Case 26: Big Sky of Montana, Inc.

Product: Ski facilities

Issue: Whole pricing strategy

Case 27: Procter & Gamble Inc.: Downy Enviro-Pak

Product: Consumer package goods; fabric softener

issue: Pricing; promotion; "green marketing"

PART8

Public Policy and Ethical Aspects of Marketing

Case 28: Nestle and the Infant Food Controversy (A)

Product: Infant formula

Issue: Social responsibility and response to public pressurc

Case 29: InterMark: Designing UNlCEF's Oral Rehydration Program in Zambia

Product: Oral rehydration salts for treatment ofdehydration

Issue: Supply, distribution, package size, and education

Case30: Country Lass Fashions

Product: Women's fashions

Issue: Advertising strategy-ethics

PART9

Marketing Programs and Strategy

Case3l: VirginAtlanticAirways

Product: Intemational, privately held airline

Issue: All aspects of future growth

Caee32: Dutch Food industries Company

Product: Salad dressing

Issue: New product introduction strategy

Case33: QuakerState

Product: Motor oil

Issue: Whole strategy

Case34: L.A.Gear

Poduct: Footwear

Iue: Whole strategy

Case 35: Longevity Healthcarc Systems, Ic.

Product: Nursing homes and related services

Issue: Expansion and marketing strategies

Case36: Cima Mountaineering, Inc.

Product: Hiking boots

Issue: Target market strategy for expansion

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