STRATEGICMARKETINGPROBLEMSCases and Comments

TWELFTH EDITION

Roger A. KerinSouthern Methodist University

Robert A. PetersonUniversity of Texas at Austin

Boston Columbus Indianapolis New York San Francisco Upper Saddle RiverAmsterdam Cape Town Dubai London Madrid Milan Munich ParisMontreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong

Seoul Singapore Taipei Tokyo

ContentsPreface ix

CHAPTER 1Foundations of Strategic MarketingManagement 1

Appendix A: A Sample Marketing Plan 17

CHAPTER 2Financial Aspects of MarketingManagement 33

CHAPTER 3Marketing Efecision Makingand Case Analysis 53

CHAPTER 4Opportuni ty Analysis, MarketSegmentation, and Market Targeting 65

Fe'nix del Sur, LLC 77Roger A. Kerin and Robert A. Peterson

Dr Pepper Snapple Group, Inc.:Energy Beverages 80

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Rayovac Corporation: The RechargeableBattery Opportunity 93

Joe Falconi and Don Barclay

Jones • Blair Company 109

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First in Show Pet Foods, Inc. 118Roger A. Kerin

South Delaware Coors, Inc. 128James E. Nelson

CHAPTER 5Product and Service Strategyand Brand Management 139

Kraft Foods: The Coffee Pod Launch (A) 155

Aleem Visram and Robin Ritchie

Dr Pepper/7Up, Inc.: Squirt® Brand 172

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Zoecon Corporation: Insect GrowthRegulators 192Roger A. Kerin and Larry Smith

Frito-Lay, Inc.: Sun Chips™Multigrain Snacks 203

Roger A. Kerin and Kenneth R. Lukaska

Parvaderm Corporation 220

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Perpetual Mercy Hospital 228

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Harrington Collection: Sizing Upthe Active-Wear Market 239

Richard S. Tedlow and Heather Beckham

Procter & Gamble, Inc.: Scope 251

Gordon H. G McDougall and FranklinRamsoomair

Frito-Lay Company: Cracker Jack 263

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CHAPTER 6Integrated Marketing Communicat ionStrategy and Management 289

BatesManor Furniture, Inc. (A) 301

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BatesManor Furniture, Inc. (B) 313

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Cadbury Beverages, Inc.: Crush® Brand 316Roger A. Kerin

Amber Inn & Suites, Inc. 331Roger A. Kerin

Drypers Corporation: National TelevisionAdvertising Campaign 344Roger A. Kerin

Kayem Foods, Inc.: Buzz MarketingAl Fresco Chicken Sausage 353Robert F. Young and Raymond Kinnunen

CHAPTER 7Marketing Channel Strategyand Management 367

Hawaiian Punch: Go-to-MarketStrategy 379Roger A. Kerin

CUTCO Corporation 391Robert A. Peterson

Yorktown Technologies 404William H. Cunningham, John Sibley Butler,and Robert A. Peterson

Swisher Mower and Machine Company:Evaluating a Private Brand DistributionOpportunity 414Roger A. Kerin and Wayne Swisher

Palladium Door, Inc. 426Roger A. Kerin

Cardon Carpet Mills, Inc. \\} 431Roger A. Kerin

CHAPTER 8Pricing Strategy and Management

EMI Group, PLC: CD Pricingin the Recorded Music IndustryRoger A. Kerin

Southwest AirlinesRoger A. Kerin

Superior Supermarkets: EverydayLow PricingRoger A. Kerin

Burroughs Wellcome Company:RetrovirRoger A. Kerin and Angela Bullard

A.l. Steak Sauce: Lawry's DefenseTimothy Calkins

The Springfield Nor'easters:Maximizing Revenuesin the Minor LeaguesFrank V Cespedes, Laura Winig,and Christopher H. Lovelock

Augustine Medical, Inc.:The Bair Hugger® PatientWarming SystemRoger A. Kerin, Michael Gilbertson,and William Rudelius

CHAPTER 9Marketing Strategy Reformulation:The Control Process

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547Nundies®Roger A. Kerin

Pharmacia & Upjohn, Inc.: Rogaine HairRegrowth Treatment 562Roger A. Kerin

McNeil Museum of Art 579Roger A. Kerin

Goodyear Tire and RubberCompany 589Roger A. Kerin

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CHAPTER 10Global Marketing Strategy

Baxton TechnologyGordon H. G. McDougall

Mercan Systems, Inc.James E. Nelson

Chevrolet EuropeRoger A. Kerin and Raj Sethuraman

Qingdao Haier Ltd.: Consideringthe Maytag AcquisitionRoger A. Kerin

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CONTENTS Vii

APPENDIX Glossary of Selected Marketing„ • W7 -^ ^ A i • / / „ Terms and Concepts 685Preparing a Written Case Analysis 669

Republic National Bank of Dallas: Subject Index 691NOW Accounts 669Student Analysis: Republic National Company and Brand Index 699Bank of Dallas: NOW Accounts 679