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MARKETING I (*) QUESTIONS FOR CLASS PREPARATION SESSION 6: Case: Sealed Air Corporation (582-103) 1) Considering Sealed Air´s culture and market trends, would you launch the uncoated bubble? ¿Yes or no? 2) What arguments can be made to support the introduction of the uncoated bubble? 3) What would be the major problems to overcome if SA were to introduce the uncoated? 4) If your answer to 1) is "Launch", propose an introductory marketing program to deal with the issues identified in question 3). SESSION 7: Case: Fisher Price Toys (572-029) 1) ¿What product/price alternative would you choose for the launch of the ATV Explorer? ¿Why? Justify your pricing decision considering its impact on the clients-channels-competitors. 2) ¿What advantages/disadvantages would a "high price" have on the general "product policy" of Fisher Price? 3) ¿How would you handle the "cultural"/"historical" issues from the new management viewpoint? SESSION 8: Case: Cumberland Metal Industries (9-580-104) 1) What is your price for the curled metal pads? Why? 2) How much do you think one of these pads is worth to a customer? Do the test data tell you anything about that? 3) How big is this market? What kind of an opportunity is this for us, anyway? 4) Does your price affect how much of the market you´ll get? 5) Is it more important to make high profits or to build market share? 6) How are you going to market these pads? Describe your plan taking into consideration buyer behaviour. 7) What are you going to say to the Colerick Foundation? SESSION 10: Case: Hartmann Luggage Corp. (9-581-068) 1) What are we going to do? 2) Describe consumer behaviour in the luggage market. How is luggage bought? Who are the major manufacturers?
Approximate Word count = 1135
Approximate Pages = 4.5
(250 words per page double spaced)
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