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 ix CHAPTER 5
P r o d u c t a n d Service Strategy
and Brand Management 139
CHAPTER 1
Kraft Foods: The Coffee Pod Launch (A) 155
F o u n d a t i o n s of Strategic Marketing
Aleem Visram and Robin Ritchie
Management 1
Dr Pepper/7Up, Inc.: Squirt® Brand 172
Appendix A: A Sample Marketing Plan 17
Roger A. Kerin
Zoecon Corporation: Insect Growth
CHAPTER 2 Regulators 192
Financial Aspects of Marketing Roger A. Kerin and Larry Smith
Management 33
Frito-Lay, Inc.: Sun Chips™
Multigrain Snacks 203
CHAPTER 3 Roger A. Kerin and Kenneth R. Lukaska
Marketing Efecision Making Parvaderm Corporation 220
and Case Analysis 53 Roger A. Kerin
Perpetual Mercy Hospital 228
CHAPTER 4 Roger A. Kerin
O p p o r t u n i t y Analysis, Market Harrington Collection: Sizing Up
Segmentation, a n d Market Targeting 65 the Active-Wear Market 239
Fe'nix del Sur, LLC 77 Richard S. Tedlow and Heather Beckham
Roger A. Kerin and Robert A. Peterson Procter & Gamble, Inc.: Scope 251
Dr Pepper Snapple Group, Inc.: Gordon H. G McDougall and Franklin
Energy Beverages 80 Ramsoomair
Roger A. Kerin Frito-Lay Company: Cracker Jack 263
Rayovac Corporation: The Rechargeable Roger A. Kerin
Battery Opportunity 93
Joe Falconi and Don Barclay
CHAPTER 6
Jones • Blair Company 109 Integrated Marketing C o m m u n i c a t i o n
Roger A. Kerin Strategy a n d M a n a g e m e n t 289
First in Show Pet Foods, Inc. 118 BatesManor Furniture, Inc. (A) 301
Roger A. Kerin Roger A. Kerin
South Delaware Coors, Inc. 128 BatesManor Furniture, Inc. (B) 313
James E. Nelson Roger A. Kerin
VI CONTENTS

Cadbury Beverages, Inc.: Crush® Brand 316 Burroughs Wellcome Company:

Roger A. Kerin Retrovir 496
Roger A. Kerin and Angela Bullard
Amber Inn & Suites, Inc. 331
Roger A. Kerin A.l. Steak Sauce: Lawry's Defense 508
Timothy Calkins
Drypers Corporation: National Television
Advertising Campaign 344 The Springfield Nor'easters:
Roger A. Kerin Maximizing Revenues
in the Minor Leagues 515
Kayem Foods, Inc.: Buzz Marketing
Frank V Cespedes, Laura Winig,
Al Fresco Chicken Sausage 353 and Christopher H. Lovelock
Robert F. Young and Raymond Kinnunen
Augustine Medical, Inc.:
The Bair Hugger® Patient
CHAPTER 7 Warming System 526
Marketing C h a n n e l Strategy Roger A. Kerin, Michael Gilbertson,
a n d Management 367 and William Rudelius
Hawaiian Punch: Go-to-Market
Strategy 379
CHAPTER 9
Roger A. Kerin
Marketing Strategy Reformulation:
CUTCO Corporation 391 The Control Process 537
Robert A. Peterson
Nundies® 547
Yorktown Technologies 404 Roger A. Kerin
William H. Cunningham, John Sibley Butler,
Pharmacia & Upjohn, Inc.: Rogaine Hair
and Robert A. Peterson Regrowth Treatment 562
Swisher Mower and Machine Company: Roger A. Kerin
Evaluating a Private Brand Distribution
McNeil Museum of Art 579
Opportunity 414
Roger A. Kerin and Wayne Swisher Roger A. Kerin

Palladium Door, Inc. 426 Goodyear Tire and Rubber

Company 589
Roger A. Kerin
Roger A. Kerin
Cardon Carpet Mills, Inc. \\} 431
Roger A. Kerin
CHAPTER 10
Global Marketing Strategy 601
CHAPTER 8
Pricing Strategy and Management 439 Baxton Technology 610
Gordon H. G. McDougall
EMI Group, PLC: CD Pricing
in the Recorded Music Industry 449 Mercan Systems, Inc. 619
Roger A. Kerin James E. Nelson
Southwest Airlines 464 Chevrolet Europe 634
Roger A. Kerin Roger A. Kerin and Raj Sethuraman
Superior Supermarkets: Everyday Qingdao Haier Ltd.: Considering
Low Pricing 484 the Maytag Acquisition 651
Roger A. Kerin Roger A. Kerin
CONTENTS Vii

APPENDIX Glossary of Selected Marketing

„ • W7 -^ ^ A i • //„ Terms and Concepts 685
Preparing a Written Case Analysis 669
Republic National Bank of Dallas: Subject Index 691
NOW Accounts 669
Student Analysis: Republic National Company and Brand Index 699
Bank of Dallas: NOW Accounts 679