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Spreadsheet supplement for case 590059.

Assumes some knowledge of conjoint analysis. Permits analysis of basic results and dynamic market simulations in one class session.

MSA has commissioned a major market research study to assess demand potential for a computer software system designed for aerospace and defense contractors. Students must evaluate the results of the study (including a conjoint analysis) to assess whether MSA should invest in R&D to upgrade the technology or build a sales organization.

Describes concept testing products. Presents guidelines for effective design, execution, and interpretation of test procedures. Discusses limitations of these techniques and sets out the situations for which they are appropriate.

Spreadsheet supplement for case 590063.

Explains the concept of a family of performance curves. The most well known is the price/performance curve relating the prices of items in a product line to their performance. Also discusses the cost/performance curve and its impact on product positioning, product line length, and technological options. Also introduces a reservation price or value/performance curve. All are considered in the context of competitive behavior.

Henkel's adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization.

Presents the salesforce performance data of the Milford (A) case in a format suitable for spreadsheet analysis using a personal computer.

The market leader in an overcapacity industry with a commodity product is trying to restore industry price levels. Price cutting has hurt overall industry price levels and the leader must determine whether (and how) to bring up price levels or exit the market.

Presents guidelines for effective marketing planning. Provides a general outline of the contents of a typical marketing plan, the process by which the plan is developed, and considers the benefits successful firms reap from their planning efforts and the problems that mark the efforts of the not-so-successful users of marketing planning. Provides a framework for examining the relationship between a firm's strategy and the design of its marketing organization. Discusses how marketing organizations are structured and some basic principles of organization design.

Broadly describes the scope of marketing research, and describes experiments, non-survey methods, and internal data.

Presents fundamental pricing principles.

Presents some fundamental principles of channels of distribution management.

Describes the outcome of implementation of the standardized plan described in Henkel (A).

Shows how to calculate and use the break-even volume in marketing decision making.

The new district sales manager for a tool company must determine how to get his district "back on track." The case presents various qualitative and quantitative information on the salespeople. Teaching objectives include the specification of the tasks of a district sales manager and the sales analysis helpful to him in his job. A rewritten version of an earlier case series.

Supplements the (A) case. A rewritten version of part of an earlier series.

Supplements the (A) case. A rewritten version of part of an earlier series.

Market leadership and technological innovation have marked Sealed Air's participation in the U.S. protective packaging market. Several small regional producers have introduced products which are less effective than Sealed Air's but similar in appearance and cheaper. The company must determine its response to this new competition. Feasible options range from doing nothing to introducing a new product. Raises product line management issues, particularly cannibalization, and affords the opportunity for the development of a marketing plan for any new product introduction. Software for this case is available (9-587-513).

Presents basic issues in survey research, covering both measurement and sampling error. The intention is to consider each element of the survey process: problem statement, questionnaire design, sampling, and data analysis.