個案總覽

The company is considering whether or not to introduce a branded line of men's athletic socks. Considers a preliminary marketing program, including supermarket and drug store distribution.

The marketing vice president of the leading supermarket chain in a major metropolitan area has to plan his 1981 strategy in light of increasing warehouse store competition. Considers relationships with major manufacturers who are supplying warehouse stores with deal merchandise.

The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion.

The President of MEM Co., Inc. is assessing the proposed introduction of a new line of men's toiletries. He also must determine the best distribution channels and the size of the product's advertising budget.

A new product introduction strategy covering all elements of the marketing mix must be planned for equipment designed to dispense industrial adhesives. The equipment and adhesives are manufactured by the same company.

A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data.

A new media strategy for lemon advertising involving the concentration of the entire budget in a single-print vehicle, is under consideration.