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Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline industry.... More

Presents a framework for determining prices for products and services in concert with the value provided to customers. Discusses methodologies for estimating customer value.... More

Describes the challenges a firm faces in building and sustaining a value proposition over time. Describes major ways in which the marketing environment changes over time and the methods a firm can use to protect its market position.... More

Provides an introduction to key product policy issues.... More

Abgenix has a unique method for generating antibodies useful in treating a number of diseases, including cancer. In early 2000, the company's cancer has performed very well in animal testing and is moving to early stage human testing. Abgenix must decide whether to sell the product development progr... More

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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.... More

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 re... More

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

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

Presents some fundamental principles of channels of distribution management.... More

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.... More

Presents a non-technical description of the conjoint analysis methodology. Discusses the process by which such a study is done and cites areas of application.... More

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.... More

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

Describes the perceptual mapping technique in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.... More

Describes the major classes of market research. Provides students with an overview of methods available enabling them to select the proper set for their purposes.... More

Describes computer model and output from conjoint analysis and perceptual mapping for product line planning.... More

Describes the major research techniques for consumer goods new product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services.... More

In 1992, BMW attempts to revive its position in the United States market. In 1991, unit sales had fallen to 53,000 from 88,000 in 1987. The new CEO of North America considers a multifaceted plan to turn around the situation.... More

Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals.... More

Presents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market.... More

Describes Black & Decker's strategy for the tradesmen market.... More

Describes the initial results of Black & Decker's strategy in the United States.... More

L'Oreal's strategy is to "trickle down" technology over time from high-end outlets like department stores to mass-markets, such as drugstores. The mass market brand Plenitude has become the market leader in France, but even eight years after introduction in the United States, the product continues t... More