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Describes the recall program designed by Parker Brothers following the death of two children, which may have been related to a new product.

Observes a salesman in a complex selling situation.

The 12-year career of Mr. Bob Marsh is traced, from recruitment to termination. Data on Kramer's sales management, performance evaluation, compensation, and sales training systems are given.

Poland Spring is a small domestic bottler of mineral water trying to compete in a rapidly expanding market against Perrier, the dominant brand, and 20 other foreign and domestic waters. Company management must decide how to position and promote its product with limited resources. An excellent case to force decision making on consumer marketing strategy.

Intended to serve as a comprehensive overview of pricing strategy.

Cumberland Metal Industries has developed a new product to help contractors drive piles faster. They are trying to decide how to price it. Provides substantial information on the industry, competition, etc. Students must decide what factors are relevant in making an industrial pricing decision. Decisions must also be made about promotion and distribution channels. Software for this case is available (9-589-528).

Marketers can differentiate any product or service, even commodities which seem to differ only in price from competitors' offerings. Products almost always combine a tangible entity with an intangible promise of user satisfaction. The expected product, which includes the generic product, represents the customer's minimal purchase conditions. These purchase conditions include variables such as delivery, terms, support efforts and new ideas. The sale of the generic product depends on how well the customer's wider expectations are met.

The Canadair Challenger Jet senior management must decide whether or not to proceed with the venture of designing, marketing and producing an aircraft to compete in the world market for large business jets. Canadair executives must decide the product positioning, price, advertising, selling program, and servicing arrangements before they can assess the feasibility of the venture.

Spreadsheet supplement for case 580-104.

Coordination between advertising and price strategies may lead to higher profits. Analyses of data from 227 businesses show the price-advertising relationship. The results show that companies with higher advertising budgets charge premium prices; consumers are willing to pay more for a perceived "high quality" product; and the association between advertising expenditures and price is strongest in the last stage of the product cycle. The price-advertising consistency principle is important for attaining a substantial return on investment.

Companies achieve marketing success by being active in profitable markets, concentrating on doing important tasks well, and doing these tasks well consistently. The identification of points of leverage in a market depends on the relationship between manufacturing and marketing. The degree of product customization directly influences the manufacturing, inventory, and sales functions. Consistency of purpose and strategy in the product, pricing, communication, and marketing channels yields a synchronized effort which results in a successful production/marketing effort.

The hospital is reviewing its obstetrical services and trying to decide on future strategy relative to communications, pricing and service characteristics. Important environmental trends include increasing government health regulation, a declining birth rate, more intensive competition, and changing expectations of maternity care by women. Nine pages of exhibits include market trends, competitive profiles, and cost and occupancy data.

Discusses scope of market and consumer research, steps in the research process, and how managers use research in marketing and decision-making.

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.

Federal Express is a small-package airline operating throughout the United States. After initial heavy losses, it is now profitable. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak," an overnight document delivery service with presently limited sales. Emphasizes product line policy and market analysis.

The Marketing Director for Federal Express, a fast growing freight airline specializing in small packages, must select a strategy to achieve a big sales increase for one of the company's services. First he must decide on the relative emphasis to place between advertising and personal selling, then he must formulate specific plans to reach the new sales target within six months. Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors, and provide data on print and broadcast advertising costs and audiences.

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.

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

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

Industrial marketers should set prices according to their customers' perceptions of product benefits and costs. Because price defines a product market, price should be seen as one of the product's several critical performance attributes. Industrial marketers must manage product planning and pricing simultaneously, taking maximum advantage of the company's cost structure and building on the company's competitive competence.