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Teaching objectives: 1) to consider legal and other obligations advertising agencies owe to their clients, 2) to show how aggressive marketing can lead to allegations of misconduct, 3) to explore conflicts of interest which may arise for professional service companies in marketing their expertise to more than one company within another industry, and 4) to consider the responsibilities of a corporation taking legal action against another.

Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction.

Reebok executives are reviewing the company's advertising and promotion programs for the second half of 1988. These include sponsorship of the 1988 Summer Olympics and a rock concert tour organized by Amnesty International. In addition, Reebok is launching a new advertising campaign with the slogan "Reeboks Let U.B.U."

This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information concerning advertising, promotion programs, purchase allowances, volume rebates, dating discounts, cooperative advertising, and consumer rebates has been condensed.

Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test market.

Yoplait's director of new product development is finalizing plans for the national introduction of custard-style Yoplait. Based on the results of a mini-market test and a BASES laboratory test market.

The big issue for multinationals today is not whether to go global but how to tailor the global marketing concept to fit each business. In determining the degree of standardization or adaptation that is appropriate, managers should consider their companies' overall business strategy, which products will benefit from the economies or efficiencies of standardization, which products won't fight cultural barriers, what trade-offs will result from standardizing various elements of the marketing mix, and how standardization will vary from country to country.

The Heinz Ketchup product manager discovers she does not have sufficient finished inventory and production capacity to meet trade demand for a new plastic bottle ketchup. Alternatives include cancelling promotion events and putting the trade on allocation.

The Heinz Ketchup product manager must decide whether or not to launch a new plastic bottle and, if so, what marketing program and support to place behind it.

A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of the operating companies are presented.

Summarizes principal issues involved in product policy.

Describes a framework for evaluating marketing implementation problems and assesses the interfaces between marketing strategy and implementation.

British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction.

An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial information on the Procter & Gamble brand management organization.

The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types of consumer promotions.

The retail point of purchase (POP) is the time and place at which all the elements of a sale--the consumer, the money, and the product--converge. Marketers must make the most of the communications possibilities at this point to increase their sales. By making effective displays, designing appropriate, easily identifiable packaging, making shopping exciting, and focusing in-store advertising media on the POP, marketers can address the various interests of the manufacturer, the retailer, and the consumer.

The quality of customer service is often as important as the quality of the product. A company can evaluate its customer service by performing a customer service audit. To effectively implement a customer service program the company should educate customers; educate employees; be efficient first, nice second; standardize service response systems; develop a pricing policy; involve subcontractors, if necessary; and evaluate the customer service operation.

Marketing executives at the company are considering the merits of a variety of communications programs designed to increase the effectiveness of the company's sales force of beauty consultants.

Supplements the (A) case.

The president and the marketing vice president are reviewing past Hartmann price promotions in order to decide whether to run one or more promotions in 1981-82.