000 16502cam a2202269Ii 4500
001 2216
008 921009s1993 nyua 000 0 eng
020 _a0071125132 (paperback)
020 _a0079115772
040 _erda
049 _aTR-IsMEF
050 0 0 _aHF5415
_b.M37 1993
245 0 0 _aMarketing challenges :
_bcases & exercises /
_c[edited by] Christopher H. Lovelock, International Institute for Management Development (IMD), Charles B. Weinberg, University of British Columbia ; optinal personal computer sowftware Robert E. Krider, John D. Claxton, Charles B. Weinberg, University of British Columbia.
250 _aThird edition.
264 _aNew York :
_bMcGraw-Hill,
_c1993.
264 4 _a©1993.
300 _axxxix, 628 pages :
_billustrations ;
_c25 cm.
336 _atext
_2rdacontent
337 _aunmediated
_2rdamedia
338 _avolume
_2rdacarrier
440 0 _aMcGraw-Hill series in marketing.
520 _aMarketing challenges useful for an MBA class.
596 _a1
650 0 _aMarketing
_xCase studies.
650 0 _aMarketing
_xProblems, exercises, etc.
700 1 0 _aLovelock, Christopher H.,
_eeditor.
700 1 0 _aWeinberg, Charles B.,
_eeditor.
900 _aMEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules
910 _aÇağlayan.
942 _2lcc
_cBKS
970 0 1 _aPreface,
_pxix.
970 0 1 _aAnalyzing and learning from cases,
_pxxii.
970 0 1 _aExample of a case analysis,
_pxxix.
970 1 2 _tPart 1 The nature of marketing,
_p1.
970 0 1 _aNote on key marketing concepts and tools.
970 1 2 _tThe chevrolet corvette,
_cFrank Conley,
_fConley, Frank,
_p9.
970 1 2 _tThe chevrolet corvette,
_cNancy Trap,
_fTrap, Nancy,
_p9.
970 1 2 _tThe chevrolet corvette,
_cPaul W. Farris,
_fFarris, Paul W.,
_p9.
970 1 1 _tHow should a U.S. sports car be positioned against imported competitors and what advertising and promotion programs should be employed?.
970 1 2 _tMcDonald's: the greening of the golden arches,
_cSandra Wandermerwe,
_fWandermerwe, Sandra,
_p23.
970 1 2 _tMcDonald's: the greening of the golden arches,
_cMarika Taishoff,
_fTaishoff, Marika,
_p23.
970 1 1 _tManagement in Germany wrestles with environmental problems relating to packaging.
970 1 2 _tHurricane island outward bound school,
_cBruce H. Clark,
_fClark, Bruce H.,
_p34.
970 1 2 _tHurricane island outward bound school,
_cThomas V. Bonoma,
_fBonoma, Thomas V.,
_p34.
970 1 1 _tA marketing plan, including decisions on product policy and market selection, must be developed for this nonprofit organization.
970 1 2 _tWinkleman manufacturing company,
_cJim Dooley,
_fDooley, Jim,
_p49.
970 1 2 _tWinkleman manufacturing company,
_cWilliam L. Weis,
_fWeis, William L.,
_p49.
970 1 1 _tManagement considers the use of price cuts and product modifications to maintain market leadership.
970 1 2 _tEvergreen paper company,
_cDavid Carter-Whitney,
_fCartel-Whitney, David,
_p52.
970 1 2 _tEvergreen paper company,
_cRichard W. Pollay,
_fPollay, Richard W.,
_p52.
970 1 2 _tEvergreen paper company,
_cCharles B. Weinberg,
_fWeinberg, Charles B.,
_p52.
970 1 1 _tA strategy is needed to build market share in the increasingly competitive recycled paper market.
970 1 2 _tPart 2 market selection,
_p61.
970 0 1 _aNote on market targetting and segmentation.
970 1 2 _tTendercare disposable diapers,
_cJames E. Nelson,
_fNelson, James E.,
_p69.
970 1 1 _tShould a small firm with a new and superior product go head to head against major competitors or seek out a niche strategy?
970 1 2 _tHealth systems inc.,
_cPenny Pittman Merliss,
_fPittman Merliss, Penny,
_p77.
970 1 2 _tHealth systems inc.,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p77.
970 1 1 _tA consulting firm evaluates its product line and its customer base as it considers opening a branch office.
970 1 2 _tCurtis automotive hoist,
_cGordon H. G. McDougall,
_fDougall, Gordon H. G.,
_p88.
970 1 1 _tEntering the European market is one of the decisions faced by management.
970 1 2 _tAsian food importers of America,
_cKatherine Gallagher,
_fGallagher, Katherine,
_p97.
970 1 2 _tAsian food importers of America,
_cCharles B. Weinberg,
_fWeinberg, Charles B.,
_p97.
970 1 1 _tA Canadian firm considers short-term and long-term strate-gies for exporting honey to Korea.
970 1 2 _tPart 3 product policy,
_p111.
970 0 1 _aNote on product policy.
970 1 2 _tCochlear bionic ear,
_cSandra Vandermerwe,
_fVandermerwe, Sandra,
_p119.
970 1 2 _tCochlear bionic ear,
_cMarika Taishoff,
_fTaishoff, Marika,
_p119.
970 1 1 _tCochlear, the technological leader in producing hearing devices for profoundly deaf people, must determine why its sales remain very low.
970 1 2 _tB.C. Packers,
_cCraig R. Pollack,
_fPollack, Craig R.,
_p132.
970 1 2 _tB.C. Packers,
_cCharles B. Weinberg,
_fWeinberg, Charles B..,
_p132.
970 1 1 _tManagement considers launching a new cat food into a highly competitive market.
970 1 2 _tThe parker house,
_cRober J. Kopp,
_fKopp, Rober J.,
_p139.
970 1 2 _tThe parker house,
_cPenny Pittman Merliss,
_fMerliss, Penny Pittman,
_p139.
970 1 2 _tThe parker house,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p139.
970 1 1 _tA major hotel faces new competition and must select an appropriate positioning strategy.
970 1 2 _tSingapore airlines,
_cSandra Vandermerwe,
_fVandermerwe, Sandra,
_p139.
970 1 2 _tSingapore airlines,
_cPenny Pittman Merliss,
_fMerliss, Penny Pittman,
_p139.
970 1 2 _tSingapore airlines,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p139.
970 1 1 _tFamed for its superb personal services, the airline debates adding high-tech service on board,
_p155.
970 1 2 _tLoblaws,
_cGordon H. G. McDougall,
_fMcDougall, Gordon H. G.,
_p169.
970 1 2 _tLoblaws,
_cDouglas Snetsinger,
_fSnetsinger, Douglas,
_p169.
970 1 1 _tThree new products are considered for the environmentally oriented G-R-E-E-N.
970 1 2 _tPart 4 distribution channels and delivery systems,
_p187.
970 0 1 _aNote on distribution and delivery systems.
970 1 2 _tGranville island brewing company,
_cShirley F. Taylor,
_fTaylor, Shirley F.,
_p197.
970 1 2 _tGranville island brewing company,
_cJohn D. Claxton,
_fClaxton, John D.,
_p197.
970 1 1 _tAfter early growth, a small premium brewery faces difficulty in increasing distribution of its products.
970 1 2 _tJordan A/S,
_cDavid H. Hover,
_fHover, David H.,
_p209.
970 1 2 _tJordan A/S,
_cPer V. Jenster,
_fJenster, Per V.,
_p209.
970 1 2 _tJordan A/S,
_cKamran Kashani,
_fKashani, Kamran,
_p209.
970 1 1 _tA norwegian toothbrush manufacturer has expanded abroad and needs to consider distributor relationships in different national markets.
970 1 2 _tSullivan's auto world,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p219.
970 1 1 _tTurning around an ailing car dealership is the unexpected task facing a young health care manager.
970 1 2 _tBaybank systems, inc.,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p255.
970 1 1 _tA technology-driven bank considers whether to add a debit card that might require retailers to add new systems.
970 1 2 _tThompson respiration products, Inc.,
_fJames E. Nelson,
_fNelson, James E.,
_p238.
970 1 2 _tThompson respiration products, Inc.,
_fWilliam R. Woolridge,
_fWoolridge, William R.,
_p238.
970 1 1 _tA manufacturer of medical equipment attempts to build a dealer network for the rental and sales of portable respirators.
970 1 2 _tPart 5 advertising and promotion,
_p247.
970 0 1 _aNote on advertising and promotion.
970 1 2 _tVancouver public aquarium,
_cGrant N. Poeter,
_fPoeter, Grant N.,
_p255.
970 1 2 _tVancouver public aquarium,
_cCharles B. Weinberg,
_fWeinberg, Charles B.,
_p255.
970 1 1 _tManagement considers alternatives strategies to boost-attendance on weekdays and other off-peak times.
970 1 2 _tMontecito state college,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p265.
970 1 1 _tThe dean seeks to boost enrollments and wonders what mix and schedule of communication efforts will make best use of the available budget.
970 1 2 _tCastle coffee company, I.,
_cWilliam F. Massy,
_fMassy, William F.,
_p279.
970 1 2 _tCastle coffee company, I.,
_cDavid B. Montgomery,
_fMontgomery, David B.,
_p279.
970 1 2 _tCastle coffee company, I.,
_cCharles B. Weinberg,
_fWeinberg, Charles B.,
_p279.
970 1 1 _tAn advertising budget for the next year must be developed to turn around brand share in a very competitive market.
970 1 2 _tColgate Palmolive: Cleopatra,
_cSandra Vandermerwe,
_fVandermerwe, Sandra,
_p285.
970 1 2 _tColgate Palmolive: Cleopatra,
_cJ. Carter Powis,
_fPowis, J. Carter,
_p285.
970 1 1 _tManagement must decide what to do when a new brand fails to meet its objectives.
970 1 2 _tE. I. Dupont de Nemours & Co. Inc.,
_cJonathan Guillano,
_fGuillano, Jonathan,
_p300.
970 1 2 _tE. I. Dupont de Nemours & Co. Inc.,
_cCornelius A. deKluyver,
_fdeKluyver, Cornelius A.,
_p300.
970 1 1 _tAnnual marketing plans for two industrial fiber products need to be developed.
970 1 2 _tPart 6 personal selling and account management,
_p315.
970 0 1 _aNote on sales force management.
970 1 2 _tMediquip S.A.,
_cKamran Kashani,
_fKashani, Kamran,
_p321.
970 1 1 _tHaving lost a big account, a sales engineer seeks to determine why.
970 1 2 _tBT: telephone account management,
_cMartin Bless,
_fBless, Martin,
_p328.
970 1 2 _tBT: telephone account management,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p328.
970 1 1 _tKeeping in touch with small customers through telephone channels requires attention to individual customer concerns.
970 1 2 _tFirst national bank,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p340.
970 1 1 _tProblems arise when a big bank entarges the tellers' responsibilities to include selling activities.
970 1 2 _tCrestlight paper company,
_cKenneth Simmonds,
_fSimmonds, Kenneth,
_p349.
970 1 1 _tA young executive must quickly take over the management of a field sales force when an older manager retires on short notice.
970 1 2 _tPart 7 pricing,
_p357.
970 0 1 _aNote on pricing strategy.
970 1 2 _tCascade foods,
_cCharles B. Weinberg,
_fWeinberg, Charles B.,
_p365.
970 1 1 _tUsing the results from a test market, management must set price levels for a new brand of fruit drinks.
970 1 2 _tSouthwest airlines,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p372.
970 1 1 _tA small airline has finally reached break-even when its chief competitor halves fares on its major route. How should it respond?.
970 1 2 _tColumbia plastics division of fraser industries, Inc.,
_cCharles B. Weinberg,
_fWeinberg, Charles B.,
_p384.
970 1 1 _tA marketer of skylights needs to respond when an aggressive newcomer uses price cutting to take away the firm's major customers.
970 1 2 _tJacobs suchard: Nabob summit,
_cJohn R. Oldland,
_fOldland, John R.,
_p387.
970 1 1 _tThe success of a new brand of ground coffee causes problems when it starts to cannibalize one of Nabob's more profitable brands.
970 1 2 _tPart 8 Marketing research,
_p399.
970 0 1 _aNote on designing and interpreting market research studies.
970 1 2 _tLausanne tourist office and convention bureau,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p409.
970 1 2 _tLausanne tourist office and convention bureau,
_cKimberly A. Bechler,
_fBechler, Kimberly A.,
_p409.
970 1 2 _tLausanne tourist office and convention bureau,
_cDominique Turpin,
_fTurpin, Dominique,
_p409.
970 1 1 _tA medium-sized Swiss city considers what type of research will provide useful information on tourists.
970 1 2 _tMactex control AB,
_cJames E. Nelson,
_fNelson, James E.,
_p424.
970 1 1 _tThe firm must decide whether to enter the U.S. market or to wait for more market research.
970 1 2 _tHinesbury Mills, I,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p431.
970 1 1 _tAn estimate of consumer responses is needed when competitors introduce cake mixes that threaten Hinesbury's product.
970 1 2 _tEthical dilemmas in marketing research,
_cCharles B. Weinberg,
_fWeinberg, Charles B.,
_p437.
970 1 1 _tTen situations potentially raise ethical dilemmas,
_p437.
970 1 2 _tPart 9 strategic market planning,
_p439.
970 0 1 _aNote on competitive marketing strategy.
970 1 2 _tAir BP: aviation service centers,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p449.
970 1 1 _tManagement needs to review its worldwide strategy for providing aviation fuel services.
970 1 2 _tO&E farm supply,
_cThomas F. Funk,
_fFunk, Thomas F.,
_p462.
970 1 2 _tO&E farm supply,
_cE. Gimpel,
_fGimpel, E.,
_p462.
970 1 2 _tO&E farm supply,
_cO. Guindo,
_fGuindo, O.,
_p462.
970 1 1 _tGrowth opportunities abound, but which are the most feasible?
970 1 2 _tWater conservation in Palo Alto,
_cPeter T. Hutchison,
_fHutchison, Peter T.,
_p469.
970 1 2 _tWater conservation in Palo Alto,
_cDon E. Parkinson,
_fParkinson, Don E.,
_p469.
970 1 2 _tWater conservation in Palo Alto,
_cCharles B. Weinberg,
_fWeinberg, Charles B.,
_p469.
970 1 1 _tIn the second year of a serious drought in northern Califronia, the city of Palo Alto must develop and implement a plan to reduce water consumption by 25 percent.
970 1 2 _tKrin Brewery Co., Ltd: The dry beer war,
_cDominique Turpin,
_fTurpin, Dominique,
_p480.
970 1 2 _tKrin Brewery Co., Ltd: The dry beer war,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p480.
970 1 2 _tKrin Brewery Co., Ltd: The dry beer war,
_cJoyce Miller,
_fMiller, Joyce,
_p480.
970 1 1 _tA competitor has introduced a new product category with great success. How can kirin regain its leadership role?.
970 1 2 _tNorton Company,
_cFrancis Aguilar,
_fAguilar, Francis,
_p497.
970 1 1 _tIn teh face of declining market share, top management is reevaluating its strategic plan for competing in the coated abrasives business.
970 1 2 _tPart 10 organizing and implementing the marketing effort,
_p511.
970 0 1 _aNote on marketing organization and implementation.
970 1 2 _tDunfey hotels corporation,
_cRobert J. Kopp,
_fKopp, Robert J.,
_p521.
970 1 2 _tDunfey hotels corporation,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p521.
970 1 1 _tThe president of a hotel chain seeks to place responsibility for strategic planning on the line managers who run the hotels.
970 1 2 _tKnowles products: brand management system,
_cCharles B. Weinberg,
_fWeinberg, Charles B.,
_p533.
970 1 1 _tSenior management of a large packaged goods firm reviews the operation of its brand management system.
970 1 2 _tFederal express quality improvement program,
_cChristopher H. Lovelock,
_fLovelock, Christopher H.,
_p545.
970 1 1 _tInformation technology and a focus on employees are hallmarks of this company's approach to quality improvement.
970 1 2 _tAlias research Inc.,
_cDouglas Snetsinger,
_fSnetsinger, Douglas,
_p559.
970 1 2 _tAlias research Inc.,
_cSusan Spencer,
_fSpencer, Susam,
_p559.
970 1 1 _tA highly successful computer software firm faces lost sales from price competition.
970 1 2 _tThe lively arts at hanson, I,
_cKenneth Shachmut,
_fShachmut, Kenneth,
_p568.
970 1 2 _tThe lively arts at hanson, I,
_cCharles B. Weinberg,
_fWeinberg, Charles B.,
_p568.
970 1 1 _tManagement of a performing-arts series reviews recent marketing activities and results as a start to revising its strategy.
970 1 2 _tAppendixes: Aids to student analysis.
970 1 2 _tGlossary of selected marketing and management terms,
_p581.
970 1 2 _tFinancial and economic analysis in marketing,
_p587.
970 1 2 _tUse of computers for marketing decision making,
_p597.
970 1 1 _tCastle Coffee Company, II,
_p599.
970 1 1 _tHinesbury Mills, II,
_p607.
970 1 1 _tThe lively arts at Hanson, II,
_p617.
970 1 2 _tUsing the marketing challenges personal computer disks,
_cJohn D. Claxton,
_fClaxton, John D.,
_p627.
999 _c11444
_d11444
003 KOHA