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Guidelines to aid the student in analyzing a case situation by casting himself or herself in the role of protagonist, developing criteria for alternative decisions, and generalizing to other situations.... More

Describes the pricing of Deere's crawler tractors used in a variety of construction and industrial applications. Includes a strategic, multimillion-dollar move into the large bulldozer market as well as the pricing of tractors, accessories, and parts.... More

Provides background information for the (B) case, in which a young sales person is asked for a bribe by an experienced children's wear buyer.... More

Supplements the (A) case.... More

Introduces students and executives to the case method and provides a generalized approach to cases.... More

A brief introduction to the nature and scope of marketing.... More

Reviews important concepts related to the marketing mix, and summarizes key relationships within the mix and between the mix and other parts of the company's marketing approach.... More

Explains the need for functional integration and the four ways to obtain it. A bibliography is provided. The note is managerial rather than scholarly in tone.... More

Every manufacturing company experiences conflict, often internecine, between its marketing and manufacturing functions. There is a strong likelihood of conflict in managing the marketing/manufacturing interface in eight areas: capacity planning and long-range sales forecasting; production scheduling... More

This article explains the concept of market orientation in a new unconventional way. It helps the reader to understand that market orientation is a process with distinct characteristics and much more than "being or getting close to the customer." It stresses data gathering, the nature of the decisio... More

In April 1984 Deborah Raymond, president of Raymond Mushrooms was deciding whether or not to raise prices on Raymond canned mushrooms in conjunction with an advertising promotional program to build consumer preference.... More

Curled Metal Incorporated has declining sales, but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer benefits that are many times CMI's manufacturing costs. Joseph Fernandez and Rajiv Sanwal of CMI's Engineered Products Division are responsible for fo... More

The difficulty of segmenting industrial markets has dissuaded companies from trying, despite the benefits they lose in terms of market analysis and selection. The problem is to identify the most useful variables. One way to do this is to arrange the five general segmentation criteria of demographics... More

This case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity making it impossible to accept all ... More

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. Deci... More

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 t... More

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 analys... More

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

On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior.... More

Supplements the (A) case.... More

Supplements the (A) case.... More

Presents an urgent order for repair service from an important customer who had purchased an item from a competitor. The item, which TiFab had bid on, went out at a price that TiFab predicted was below the amount necessary to ensure quality manufacture. Now the customer needs to have the unit, part o... More

When it comes to marketing, concentrating on the four Ps - product development, price determination, place of distribution, and promotion - no longer ensures competitiveness. Relying on short-term thinking, many companies base their marketing budgets on annual sales forecasts and then demand immedia... More

This note discusses how some firms (start-ups and established companies) maximize customer value and profits via their pricing processes. It is aimed at companies that compete on the basis of performance initiatives rather than absolute cost advantages and low price. It is suitable for use in course... More

The CEO of SafeBlend Technologies must set a price for the company's environmentally friendly fracturing fluid additive. The firm is negotiating a new contract with its biggest client, Bristol Natural Gas. For the past two years, SafeBlend has been the sole provider of additives to Bristol due to ag... More