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Strategic Marketing Problems: Cases and Comments, 10/E
Roger Kerin
Robert Peterson

ISBN-10: 0131421840
ISBN-13:  9780131421844

Publisher:  Prentice Hall
Copyright:  2004
Format:  Cloth; 704 pp
Published:  07/22/2003


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Description

For courses in Marketing Strategy, Marketing Management, and Strategic Marketing.

This best-selling text is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive class-tested case studies provide an opportunity for those concepts and tools to be employed in practice.


Features

  • NEW - Up-to-date cases featuring well-known companies–Includes 16 new cases dated post 2000, featuring companies such as eBay, Dr. Pepper/Seven Up, Inc., Nintendo, and Unilever, Gateway Inc., Superior Supermarkets and more.

    • Offers students recent looks at companies' actual marketing problems, many with spreadsheet applications embedded in the case analysis.

  • NEW - Contemporary issues and strategic marketing issues–Includes crafting global market entry strategies for eBay; formulating multicultural consumer marketing strategies for Dr. Pepper/Seven Up, Inc.; assessing the role of advertising and promotion and the expenditure level in a recessionary economic climate for Craft Marine Corporation (a large pleasure boat manufacturer); choosing between an electronic storefront or a promotional website as a means to expand market coverage for Make-Up Art Cosmetics, Ltd.; evaluating the merits of multi-channel marketing for Gateway, Inc.; examining the demand, cost, and competitive factors and profit impact of everyday low pricing by Superior Supermarkets; and launching a new generation technology by Nintendo, with its introduction of Game Boy Color.

    • Demonstrates for students the major decisions faced by marketing executives in a variety of industries.

  • NEW - Expanded and updated chapter text material–Includes new material that provides helpful suggestions for group/team case analyses as well as oral case presentations.

    • Allows students to deal with issues encountered in the day-to-day planning of marketing strategies.

  • NEW - Expanded PowerPoint slide presentations for chapters–Available on www.prenhall.com/Kerin.

    • Gives students a powerful visual aid that supports the text material.

  • Detailed case teaching notes, over 600+ pages!

    • Gives instructors strong course support, a hallmark of this best-selling text.

  • Ethical and social responsibility cases.

    • Challenges students to think beyond simple profits to appreciate the broader ramifications of marketing decisions.


This text is available for personalization in the PHCBR custom database program.  Select only the chapters you require or supplement with recommended case studies all under one cover.  CLICK HERE to go directly to the PHCBR book-build site or visit our product page for additional information at pearsoncustom.com/business.


New To This Edition

  • Up-to-date cases featuring well-known companies—Includes 16 new cases dated post 2000, featuring companies such as eBay, Dr. Pepper/Seven Up, Inc., Nintendo, and Unilever, Gateway Inc., Superior Supermarkets and more.

    • Offers students recent looks at companies' actual marketing problems, many with spreadsheet applications embedded in the case analysis.

  • Contemporary issues and strategic marketing issues—Includes crafting global market entry strategies for eBay; formulating multicultural consumer marketing strategies for Dr. Pepper/Seven Up, Inc.; assessing the role of advertising and promotion and the expenditure level in a recessionary economic climate for Craft Marine Corporation (a large pleasure boat manufacturer); choosing between an electronic storefront or a promotional website as a means to expand market coverage for Make-Up Art Cosmetics, Ltd.; evaluating the merits of multi-channel marketing for Gateway, Inc.; examining the demand, cost, and competitive factors and profit impact of everyday low pricing by Superior Supermarkets; and launching a new generation technology by Nintendo, with its introduction of Game Boy Color.

    • Demonstrates for students the major decisions faced by marketing executives in a variety of industries.

  • Expanded and updated chapter text material—Includes new material that provides helpful suggestions for group/team case analyses as well as oral case presentations.

    • Allows students to deal with issues encountered in the day-to-day planning of marketing strategies.

  • Expanded PowerPoint slide presentations for chapters—Available on www.prenhall.com/Kerin.

    • Gives students a powerful visual aid that supports the text material.


Table of Contents



1. Foundations of Strategic Marketing Management.

Appendix A: A Sample Marketing Plan.



2. Financial Aspects of Marketing Management.


3. Marketing Decision Making and Case Analysis.


4. Opportunity Analysis, Market Segmentation, and Market Targeting.

Sorzal Distributors. Jones-Blair Company. eBay's Globalization Strategy. Camar Automotive Hoist. Vector Marketing Corporation: Growth Drivers. Frito-Lay® Dips. South Delaware Coors, Inc.



5. Product and Service Strategy and Brand Management.

Dr. Pepper/Seven Up, Inc.: Squirt® Brand. Zoëcon Corporation: Insect Growth Regulators. Soft and Silky Shaving Gel. Perpetual Care Hospital: Downtown Health Clinic. Procter & Gamble, Inc.: Scope. Frito Lay Company: Cracker Jack. Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity.



6. Integrated Marketing Communication Strategy and Management.

Carrington Furniture, Inc. (A). Carrington Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush® Brand. Drypers Corporation: National Television Advertising Campaign. Craft Marine Corporation. Godiva Europe. Make-up Art Cosmetics Ltd.



7. Marketing Channel Strategy and Management.

Gateway, Inc. Golf Logix: Measuring the Game of Golf. Goodyear Tire and Rubber Company. Steel Door Technologies. Masterton Carpet Mills, Inc.



8. Pricing Strategy and Management.

Southwest Airlines. Superior Supermarkets: Everyday Low Pricing. Burroughs Wellcome Company: Retrovir. Leiber Light. Augustine Medical, Inc.: The Bair. Hugger® Patient Warming System. Texas Instruments: Global Pricing in the Semiconductor Industry.



9. Marketing Strategy Reformulation: The Control Process.

Affiniscape, Inc. Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. The Circle K Corporation. 3M Telecom Systems Division: Fibrlok™ Splice. Macon Museum of Art.



10. Comprehensive Marketing Programs.

Nintendo—The Launch of Game Boy Color. Show Circuit Frozen Dog Dinner. Unilever Canada: Becel Margarine. Frito-Lay, Inc.: SunChips™ Multigrain Snacks. CIMA Mountaineering, Inc. Blair Water Purifiers India.



Appendix: Preparing a Written Case Analysis.


Next Edition(s)

  • Strategic Marketing Problems: Cases and Comments, 12/E
    Kerin & Peterson
    ©2010  |  Prentice Hall  |  Cloth; 744 pp  |  Instock
    ISBN-10: 0136107060  |  ISBN-13: 9780136107064
    Brief Description  |  More Info



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READ ABOUT

  • Nokia's successful Segmentation Approach and resulting cell phone offerings
  • eBay's alternative market-entry options in Latin America
  • Nintendo's launch of Game Boy Color
  • Gateway Inc.'s controversial multi-channel strategy

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Companion Website with PowerPoints- Kerin, 10/E
Kerin
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131421867  |  ISBN-13: 9780131421868

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In this section:

Companion Website with PowerPoints- Kerin, 10/E
Kerin
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131421867  |  ISBN-13: 9780131421868

Show Downloadable Files
 | More Info

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Websites and online courses

Companion Website with PowerPoints- Kerin, 10/E
Kerin
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131421867  |  ISBN-13: 9780131421868

Show Downloadable Files
 | More Info


Websites and Online Courses

Companion Website with PowerPoints- Kerin, 10/E
Kerin
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131421867  |  ISBN-13: 9780131421868

Show Downloadable Files
 | More Info

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