Marketing Management Cases

Table of Contents Pert I Introduction to the Marketing Process 1 NOTE ON MARKETING STRATEGY 2 Robert J. Dolan NOTE ON LOW-TECH MARKETING MATH 14 Robert J. Dolan SEALED AIR CORPORATION 21 Robert J. Dolan TWEETER ETC. 36 John Gourville and George Wu WARNER-LAMBERT IRELAND: NICONIL 57 John A. Quelch and Susan P. Smith THE ARAVIND EYE HOSPITAL, MADURAI, INDIA: IN SERVICE FOR SIGHT 69 V. Kasturi Rangan THE BLACK & DECKER CORPORATION (A): POWER TOOLS DIVISION 93 Robert J. Dolan Part II Product Policy 105 PRODUCT POLICY 106 Robert J. Dolan NORTHERN TELECOM (A): GREENWICH INVESTMENT PROPOSAL (CONDENSED) 110 Robert J. Dolan NORTHERN TELECOM (B): THE NORSTAR LAUNCH 116 Robert J. Dolan SWATCH GROUP: ON INTERNET TIME 133 Luc Wathieu, Carin-Isabel Koop, and Gate Reavis NET.GENESIS, INC 148 Robert J. Dolan, Rajiv Lal, and Perry L. Fagan BARCO PROJECTION SYSTEMS (A): WORLDWIDE NICHE MARKETING 161 Rowland T. Moriarty and Krista McQuade GOODYEAR: THE AQUATREAD LAUNCH 177 John A. Quelch and Bruce Isaacson L'OREAL OF PARIS: BRINGING "CLASS TO MASS" WITH PLENITUDE 197 Robert J. Dolan Part III Going to Market 223 GOING TO MARKET 225 Robert J. Dolan U.S. PIONEER ELECTRONICS CORPORATION 232 Hirotaka Takeuchi and William Falkson ROHM AND HAAS (A): NEW PRODUCT MARKETING STRATEGY 253 V. Kasturi Rangan and Susan Lasley PIZZA HUT, INC. 265 Patrick J. Kaufmann HP CONSUMER PRODUCTS BUSINESS ORGANIZATION: DISTRIBUTING PRINTERS VIA THE INTERNET 279 Kirthi Kalyaram, Rajiv Lal, and Edith D. Prescott PRICELINE.COM: NAME YOUR OWN PRICE 289 Robert J. Dolan BIOPURE CORPORATION 299 John Gourville Part IV Integrated Marketing Communications 315 INTEGRATED MARKETING COMMUNICATIONS 316 Robert J. Dolan SUAVE (C) 328 Mark S. Albion COLGATE-PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH 347 John A. Quelch and Nathalie Laidler DENDRITE INTERNATIONAL 367 Frank V. Cespedes and Marie Bell HENKEL GROUP: UMBRELLA BRANDING AND GLOBALIZATION DECISIONS 383 Robert J. Dolan LAUNCHING THE BMW Z3 ROADSTER 396 Susan Fournier and Robert J. Dolan ALLOY.COM: MARKETING TO GENERATIONY 413 John Deighton and Gil McWilliams Part V Pricing Policy PRICING: A VALUE-BASED APPROACH 426 Robert J. Dolan PRICING AND MARKET MAIUNG ON THE INTERNET 433 Robert J. Dolan and Youngme Moon CUMBERLAND METAL INDUSTRIES: ENGINEERED PRODUCTS DIVISION, 1980 448 Benson P. Shapiro and Jeffrey J. Sherman EASTMAN KODAK COMPANY 460 Robert J. Dolan BECTON DICKINSON & COMPANY: VACUTAINER SYSTEMS DIVISION (CONDENSED) 465 Frank V. Cespedes and Kasturi Rangan ONSALE, INC. 479 Youngme Moon COCA-COLAS NEW VENDING MACHINE (A): PRICING TO CAPTURE VALUE, OR NOT? 491 Charles King and Das Narayandas