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Intended to serve as a comprehensive overview of pricing strategy.

Details the negotiations between Amicon and one potential licensee, Jackson.

Details the negotiation between Amicon and three potential licensees, Jackson, Maynard-Smith and Behrstein.

Amicon holds a patent on a new process for the separation of blood plasma from whole blood. It has to decide whether to pursue a direct entry, joint venture, or licensing strategy. If it chooses licensing, there are many sub-issues to consider.

Introduces the student to the concept of the product life cycle. The meaning and fundamental underpinnings of the product life cycle are presented. Further, the nature of market and competitive forces at different stages in the life cycle, and the implications for managerial action, are discussed.

Illustrates several types of marketing problems that may be approached using break-even analysis. Should be used as supplemental information, helpful in handling case problems.

Briefly describes the process of case writing, the general nature of cases, and the advantages to students of learning by the case method. An approach to studying a case, individually or as a group member, for classroom discussion is outlined. Also summarizes the basic characteristics of a case discussion.

The success of Crown Cork and Seal in the beer can and aerosol container markets is attributable to their concentration on specialized design and manufacturing for those two specific high growth markets. While competitors diversified and lost container market shares to former customers engaged in self manufacture, Crown Cork's careful market strategy paid off. Market choice demands a long range commitment in terms of customer base, competition and required resources. Horizontal and vertical product-market choices allow a company to concentrate marketing where it has an advantage over competitors. Choice of product/market position at the beginning or the end of the market depends on company commitment to manufacturing, quality control and service.

Introduces the "Norton Plan" designed to halt Norton's declining share of the grinding wheel market.