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Provides a blank five-year profit-and-loss statement for students to complete.

Calls for a decision on whether Hart Schaffner & Marx, the nation's leading manufacturer of high quality, branded suits, should expand its product line by marketing suits that are separately ticketed (i.e., the coat, vest, and slacks are sold from individual hangers and priced separately by the retailer rather than being sold and priced as an ensemble). Serves as a vehicle for discussing product policy issues in the context of a fragmented, mature, and highly competitive industry. Related issues of channel management, pricing, and advertising also must be analyzed. Demands skilled quantitative analysis of a complex breakeven situation.

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.

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.

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).

MacDowell Corp., a producer of construction supplies, terminated its exclusive distribution arrangement with San Fabian Supply Co., its sole distributor in the Philippines for nearly 20 years. Paul Cheng the owner of San Fabian had to decide whether to accept MacDowell's decision or drop the line altogether. The case raises the notion of "relationships" in channels of distribution. MacDowell and San Fabian both felt that they were better positioned to serve the end-user and increase market penetration.

Supplements San Fabian Supply Co. (Philippines).

Set in mid-1978, this case covers all aspects of the U.S. retail coffee market both cross-sectionally and historically. The market is recovering from dramatic price rises and volume drops. The overall issue is the forecast of future market evolution and the implications for the marketing strategy of each major producer. Students have to make explicit 5- and 10-year sales and market share forecasts and draw up BCG-type portfolio matrices. Case is part of a two-day series, beginning with an aggregate view of the entire market and its evolution and narrowing to a view of market strategy for a single brand.

Describes the corporate portfolio of General Foods, Procter & Gamble, and Nestle, thereby placing in context their coffee activities in the United States. The objective of this case is to allow students to evaluate each competitor's commitment to the U.S. retail coffee market and the strategic implications of those commitments.

This note examines several of the financial analysis techniques used in marketing decision-making. The goals of marketing management are usually financial in nature. Accordingly, financial considerations are important both when selecting among alternative marketing activities and when evaluating the outcome of a marketing course of action.

Supplements the (A) case.

The Vicks Health Care Division lacks a solid form entry in the OTC colds care category and has developed a "me-too" product. The main issues are whether there is an opportunity for the product, and, if so, how it should be positioned. Main teaching objectives are to use market research data as input for assessment of market opportunity and development of product positioning.

Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city test market. Students are expected to evaluate both the design and results of the test, and face options ranging from termination to going national.

To be handed out during class discussion of the (B) case. Reveals that Vicks developed a second name and advertising positioning. Presents results of copy testing, and further test market results. Students have to choose between the two names and positionings, as well as decide whether to recommend national expansion.

Reveals that the new products executives have decided to recommend national expansion. They have to develop a justification and preliminary marketing plan. Emphasizes consumer and trade promotion options. Students have to complete a five-year projected P&L statement.

Concept is a highly touted startup venture in distributed data processing computers. The company has only made one sale to date, but has an order backlog for its unique product and expects an almost vertical growth curve. The company has been courted seriously by potential partners in France and the United Kingdom. Management wishes to decide how best to set up distribution in Europe.

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.

Gold Toe has an exclusive distribution policy. Its men's socks are sold only through one department store per city. Executives are trying to decide whether, and how, to widen distribution and to determine what impact broader distribution would have on the nature of the business. Key teaching issues: distribution channel management; links between distribution strategy, competitive strategy, and cost structure; nature and replicability of branding; and the appropriateness of high-profit goal in face of increasing competition.

Provides definitions of marketing terms.

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.