Strategic Marketing Problems Cases and Comments

Decision making in marketing is first and foremost a skill. Like most skills, it requires tools and terminology. Like all skills, it is best learned through practice. This book is dedicated to the development of decision-making E skills in marketing. Textual material introduces concepts and tools useful structuring and solving marketing problems. Case studies describing actual marketing problems provide an opportunity for those concepts and tools to be employed . In every case study, the decision maker must develop a strategy consistent with the underlying factors existing in the situation presented and must consider the implications of that strategy for the organization and its environment. The tenth edition ofStrategic Marketing Problems: Cases and Commentsseeks a balance between marketing management content and process. The book consists of 10 chapters and 43 cases that feature contemporary marketing perspectives and practices. Chapter I, "Foundations of Strategic Marketing Management," provides an overview of the strategic marketing management process. The principal emphasis is on defining an organization's business, mission, and goals; identifying and framing organizational opportunities; formulating product-market strategies; budgeting; and controlling the marketing effort. The Appendix to Chapter 1 contains a marketing plan for an actual company, Paradise Kitchens , Inc. The plan is annotated to focus attention on substantive elements of the plan as well as style and layout elements. Chapter 2, "Financial Aspects of Marketing Management," reviews basic concepts from managerial accounting and managerial finance that are useful in marketing management. Primary emphasis is placed on such concepts as cost structure, relevant versus sunk costs, margins, contribution analysis, liquidity, discounted cash flow, operating leverage, and preparingpro formaincome statements. Chapter 3,"Marketing Decision Making and Case Analysis," introduces a systematic process for decision making and provides an overview of various aspects of case and decision analysis. Suggestions for preparing and presenting a case analysis are also provided. A sample case and written student analysis are presented in the Appendix at the end of the book. The student analysis illustrates the nature and scope of a written case presentation, including the qualitative and quantitative analyses essential to a good presentation. Chapter 4, "Opportunity Analysis, Market Segmentation, and Market Targeting," focuses on the identification and evaluation of domestic and global marketing opportunities. Market segmentation, market targeting, and market potential and profitability concepts and applications are described in some depth. Chapter 5, "Product and Service Strategy and Brand Management," focuses on the management of the organization's offering. New-offering development, life-cycle management, product or service positioning, branding decisions, brand equity, brand growth strategies, and brand valuation are emphasized. Chapter 6, "Integrated Marketing Communication Strategy and Management," raises issues in the design, execution, and evaluation of an integrated communication mix. Decisions concerned with communications objectives, strategy, budgeting, programming, and effectiveness are addressed. In addition, sales management issues and the challenge of leveraging advertising and personal selling with marketing Web sites are highlighted. Chapter 7, "Marketing Channel Strategy and Management," introduces a variety of considerations affecting channel selection and modification as well as trade relations. Specific decision areas covered include direct versus indirect distribution, dual distribution and multi-channel marketing, cost-benefit analysis of channel choice and management, and marketing channel conflict and coordination. Chapter 8, "Pricing Strategy and Management," highlightsKerin, Roger is the author of 'Strategic Marketing Problems Cases and Comments', published 2003 under ISBN 9780131421844 and ISBN 0131421840.