An elementary treatment of all aspects of marketing strategy. Intended as a supplement to case discussions in the early stages of an introductory marketing course. A rewritten version of an earlier note.
A guide to writing case studies and the accompanying teaching notes for teachers and casewriters. Begins with generating case leads and moves through field interviewing techniques, case drafting, case release, and preparing the teaching note. Also deals with the instructor/casewriter relationship.
Provides additional quantitative exhibits, including a pro forma income statement and break-even calculations for the operation and makes assumptions about marketing strategy. A rewritten version of an earlier case.
A company acquires the rights to a mineral with potential uses in the ceramic and paint industries. After many years, sales are still far below expectations and the company considers selling the whole operation to a potential customer. Rewritten version of an earlier case.
Avon engineers developed a new type of electric adjustable speed drive. Executives began to make long-range plans for production and marketing. Members of the sales department wondered what pricing recommendations they should make to management on the basis of estimates of market size at different price levels and Avon's market share. A rewritten version of an earlier case.
The leading manufacturer of motors in Canada is threatened by a loss of market share in oilfield pumping motors because a major customer, having tested several competing motor brands, finds a competitor's motor to be superior. A central issue is whether to make a special purpose motor for this market, reduce the price on the current design, or contest the test results. A rewritten version of an earlier case, no longer available, by the same author.
James Clabough, marketing vice president at Ingersoll-Rand, has to decide on the distribution policy for a new product. The decision has marketing as well as organizational ramifications.
Provides an integrated discussion of the basic elements of industrial marketing strategy and develops a strategic marketing planning model. May be used as either an introductory or a summary reading for an industrial marketing course or course segment.
A comprehensive description of industrial distribution systems. Written from the perspective of industrial products manufacturers, concerned about building and managing channels systems for taking products from point of manufacture to point of use. Covers: 1) channels design options, 2) factors influencing design choices, 3) producer-reseller relationships, 4) distribution costs, 5) intrachannel and interchannel conflict, and 6) coping with change.
Gray markets may be the result of natural forces like maturity in a product life cycle (when price emerges as the key factor in purchases) or dislocations in foreign exchange rates. Gray markets are also convenient channels for distributors and producers, and so represent opportunities.
Mason Instruments has become a second source for the electronics guidance system for a Navy missile. The case decision involves bidding in the third-round competition.
After working unsuccessfully for three years with the new sales and distribution channels organization, Wright Line's managers assess their experience and restructure their marketing organization.
The Wright Line division of Barry Wright sells accessories used to store, protect, and provide access to computer media such as cards, tapes, and diskettes. With the explosive growth in the business computer market and the pronounced trend toward decentralized use, the market for computer accessories has become considerably fragmented. Wright Line's direct sales force, therefore, is finding it impossible to identify and reach prospective customers. As a proposed solution, Wright Line's president has moved to organize the division sales operations into three units, a direct sales force, a telephone marketing staff, and a catalog sales group.
Used as a background reading for a course or course module on pricing, this note describes the several basic parameters relevant for price determination. Provides a conceptual approach to formulating pricing strategy, dealing with such topics as skimming versus penetration pricing, cost analysis for pricing purposes, demand elasticity, and price leadership.
May be used as background material for courses in industrial marketing and industrial procurement. Surveys the economic, behavioral, and organizational influences that shape buying decision-making in corporations and other institutions. Also describes the kinds of strategies purchasing groups formulate for dealing with their suppliers and supply environments.
Prepared originally for new instructors in a first-year marketing course. While certain references are to cases in marketing, the note has applicability to case method teaching generally.