STRATEGIC MARKETING PROBLEMS

Cases and Comments

TWELFTH EDITION

Roger A. Kerin
Southern Methodist University

Robert A. Peterson
University of Texas at Austin

Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo

Contents
Preface
CHAPTER 1
F o u n d a t i o n s of Strategic Marketing Management Appendix A: A Sample Marketing Plan 1 17

ix

CHAPTER 5
P r o d u c t a n d Service Strategy and Brand Management Kraft Foods: The Coffee Pod Launch (A) Aleem Visram and Robin Ritchie Dr Pepper/7Up, Inc.: Squirt Brand Roger A. Kerin Zoecon Corporation: Insect Growth Regulators Roger A. Kerin and Larry Smith Frito-Lay, Inc.: Sun Chips Multigrain Snacks Roger A. Kerin and Kenneth R. Lukaska Parvaderm Corporation Roger A. Kerin Perpetual Mercy Hospital Roger A. Kerin 139 155 172

CHAPTER 2

192

Financial Aspects of Marketing Management

CHAPTER 3

33

203 220 228

Marketing Efecision Making and Case Analysis

CHAPTER 4
O p p o r t u n i t y Analysis, Market Segmentation, a n d Market Targeting Fe'nix del Sur, LLC Roger A. Kerin and Robert A. Peterson Dr Pepper Snapple Group, Inc.: Energy Beverages Roger A. Kerin

53

65 77

Harrington Collection: Sizing Up the Active-Wear Market 239 Richard S. Tedlow and Heather Beckham Procter & Gamble, Inc.: Scope Gordon H. G McDougall and Franklin Ramsoomair Frito-Lay Company: Cracker Jack Roger A. Kerin 251

80

263

Rayovac Corporation: The Rechargeable Battery Opportunity 93 Joe Falconi and Don Barclay Jones Blair Company Roger A. Kerin First in Show Pet Foods, Inc. Roger A. Kerin South Delaware Coors, Inc. James E. Nelson 109 118 128

CHAPTER 6
Integrated Marketing C o m m u n i c a t i o n Strategy a n d M a n a g e m e n t 289 BatesManor Furniture, Inc. (A) Roger A. Kerin BatesManor Furniture, Inc. (B) Roger A. Kerin 301 313

VI

CONTENTS

Cadbury Beverages, Inc.: Crush Brand 316 Roger A. Kerin Amber Inn & Suites, Inc. Roger A. Kerin 331

Burroughs Wellcome Company: Retrovir Roger A. Kerin and Angela Bullard A.l. Steak Sauce: Lawry's Defense Timothy Calkins The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues Frank V Cespedes, Laura Winig, and Christopher H. Lovelock Augustine Medical, Inc.: The Bair Hugger Patient Warming System Roger A. Kerin, Michael Gilbertson, and William Rudelius

496 508

Drypers Corporation: National Television Advertising Campaign 344 Roger A. Kerin Kayem Foods, Inc.: Buzz Marketing Al Fresco Chicken Sausage 353 Robert F. Young and Raymond Kinnunen CHAPTER 7 Marketing C h a n n e l Strategy a n d Management Hawaiian Punch: Go-to-Market Strategy Roger A. Kerin CUTCO Corporation Robert A. Peterson

515

526

367 379 391

CHAPTER 9

Marketing Strategy Reformulation: The Control Process

Nundies Roger A. Kerin

537 547

Yorktown Technologies 404 William H. Cunningham, John Sibley Butler, and Robert A. Peterson Swisher Mower and Machine Company: Evaluating a Private Brand Distribution Opportunity 414 Roger A. Kerin and Wayne Swisher Palladium Door, Inc. Roger A. Kerin Cardon Carpet Mills, Inc. Roger A. Kerin CHAPTER 8 \\} 426 431

Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment 562 Roger A. Kerin McNeil Museum of Art Roger A. Kerin Goodyear Tire and Rubber Company Roger A. Kerin 579

589

CHAPTER 10 Global Marketing Strategy

439 449

601 610 619 634

Pricing Strategy and Management

EMI Group, PLC: CD Pricing in the Recorded Music Industry Roger A. Kerin Southwest Airlines Roger A. Kerin Superior Supermarkets: Everyday Low Pricing Roger A. Kerin

Baxton Technology Gordon H. G. McDougall Mercan Systems, Inc. James E. Nelson Chevrolet Europe Roger A. Kerin and Raj Sethuraman Qingdao Haier Ltd.: Considering the Maytag Acquisition Roger A. Kerin

464

484

651

CONTENTS

Vii

APPENDIX ^ A i W7 -^ Preparing a Written Case Analysis Republic National Bank of Dallas: NOW Accounts Student Analysis: Republic National Bank of Dallas: NOW Accounts

// 669 669

Glossary of Selected Marketing Terms and Concepts Subject Index Company and Brand Index

685 691 699

679