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Enron Mail |
Some of you have asked me to give you a brief summary of the main ideas in=
=20 the cases until this week. Please find below such summary, and the readings= =20 that are most associated with each case. Miguel Main Ideas for Cases until this week "Fieldcrest: St. Mary=01,s Blankets" (introduction to marketing analysis and basic concepts) Marketing-Mix - 4 P=01,s=20 Consumer analysis=20 Trade analysis Push or Pull marketing programs "Xerox Corporation: The Customer Satisfaction Program" (customer needs; W: Chap. 1, pp. 364-367; you may also want to look at pp.= =20 391-397 for extra reading) Customer needs and marketing concept=20 Customer satisfaction Implementation of Customer Satisfaction programs Choice of a product guarantee - signaling quality "Procter & Gamble Company (A)" (segmentation and marketing strategy; W: Chap. 3 and Chap. 5, "Note on=20 Consumer Market Segmentation") benefit segmentation =3D< product positioning product line logic in positioning and segmentation problem of cannibalization in product introductions interbrand competition versus coordination communications of desired positioning issue of umbrella branding break-even analysis "Barco Projection Systems (A)" (product strategy and segmentation; W: pp.65-71, pp. 111-118, pp. 176-186;= =20 after the course you may also want to look at Chap. 15 for extra reading on= =20 technology-based industries) (also competitive pricing which are covered in th and th sessions) Strategic segmentation using product line Price dynamics in technology based industries R&D competition Understanding the competitors "EMI and the CT Scanner (A) & (B)" All material until 4th session "Tweeter, etc." (Pricing, competitive strategies; W: Chap. 7 and 11) "Dell Online" (Distribution channels, W: Chap. 9) "Ford Motor Co." All material in course =20 J. Miguel Villas-Boas Associate Professor Haas School of Business University of California at Berkeley Berkeley CA 94720-1900 (510) 642-1250 Fax: (510) 643-1420 e-mail: villas@haas.berkeley.edu http://www.haas.berkeley.edu/~market/PROFILES/PROFS/villas.html
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