Matokeo ya Utafutaji

Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test market.... More

The marketing director of Harmonie Mineral Water-the second-best selling bottled water in the world-is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product attributes are sufficiently important... More

Marketing performs an essential societal function - and does so democratically. People would benefit if the political and public realms were guided by the best of marketing, and vice versa. By assessing marketing's accomplishments, its shortcomings, and its achievements, it's possible to shed light ... More

In modern Western societies, marketplace exchanges and political exchanges, and the pursuit of self-interest and the pursuit of the common good, are inextricably linked. People can use political exchanges - such as supporting politicians who favor antitrust enforcement - to address problems they exp... More

While consumption is an individual, private act, it affects the national wealth and international trade. Underconsumption depresses the economy, and overconsumption can produce financial distress for individuals, or overuse and damage of natural resources and the environment. In this way, consumptio... More

Choice is an integral part of life - linking with desire, identity, power, and rationality. It also comes with burdens, sometimes becoming too much of a good thing for both consumers and marketers. The dynamism of market economies has worked so well that consumers must choose among a relentlessly ex... More

The free flow of information is essential to well-functioning democracies and consumer marketplaces since both politicians and marketers need to make their cases through information and rhetoric rather than coercion. It is not always simple - there are privacy issues, government regulations, and lac... More

Many consumers engage actively with marketers - they talk to market researchers, suggest service improvements, and submit new product ideas. While we tend to think of companies as "producers" and consumers as "receivers," the line between the two is blurred and becoming more so. Just as political de... More

For a very long time, there have been those who have been excluded from full political participation - universal suffrage has been a fairly recent development in human history. In contrast, and in spite of personal prejudices, marketing has been highly inclusive. Today, the challenge for marketers i... More

In the political marketplace of the United States, compared with the consumer marketplace, choice is limited and information is simultaneously overwhelming and inadequate. Borrowing more ideas and capabilities from marketing could be just what is needed to make American and other representative demo... More

Is the modern media industry living up to its role as a bulwark of democracy and guardian of the public interest? Private-sector media does democratize access to news and information via a proliferation of outlets and products. However, consumer demand for hard news is declining and many display ris... More

The guiding principle of democracy is that the purpose of government is to serve its citizens. To a citizenry inundated with news of wrongdoing and scandals, the notion that the public comes first may seem at odds with reality. Since failure to serve citizens weakens the social bonds that make democ... More

Nation-states compete with one another in the global economy for a variety of resources, including consumers and skilled workers. In the political realm, they compete for influence and favorable global attention. Success on both fronts require nation-states to market themselves much the same way as ... More

The consumer in each of us can learn from the citizen, and the citizen can learn from the consumer. Marketers must learn from both. Instead of seeing marketing as a threat to democracy, we should explore how the benefits common to both give us opportunities to build bridges between the two. To recog... More

In January 2010, Google threatened in a public statement to stop censoring its search results on its google.cn website, as required by Chinese authorities. Should Google exit China? Or attempt a compromise with the Chinese government?... More

Loctite Corp., dissatisfied with the sales growth achieved by its independent distributor in Hong Kong, is considering whether to find a new distributor or acquire a controlling interest in a wholly owned subsidiary covering Hong Kong and possibly other markets. Loctite has a varied portfolio of int... More

The management of three U.S. multinationals have to decide whether to enter the Vietnam market and, if so, how.... More

The big issue for multinationals today is not whether to go global but how to tailor the global marketing concept to fit each business. In determining the degree of standardization or adaptation that is appropriate, managers should consider their companies' overall business strategy, which products ... More

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Why businesses should never underestimate the power of place. Today's business leaders are so obsessed with all things global and virtual that they risk neglecting the critical impact of physical place. It's a paradox of the Internet age: now that it's possible for businesses to be everywher... More

Senior executives at Vanguard are evaluating their marketing strategy. In particular, they are looking at their approach to market segmentation, the organization of the marketing function, and the weight placed on marketing metrics in the corporate dashboard in light of an economic and stock market ... More

Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and others representing likely targe... More

Supplements the (A) case.... More

Senior executives at American Express are reviewing the company's marketing strategy for charge and credit cards in the United States. A variety of growth options exists for students to consider including further penetration of existing markets and the opening of new markets. Historical background i... More

To create the world's healthiest workforce, diversified health care giant Johnson & Johnson (J&J) mandated participation in its "Culture of Health" program globally, customized by location, culture, and specific health needs to offer prevention-focused education, rewards for healthy behavior, and wo... More