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Introduction to Marketing, Fall 2001
Readings
The materials listed are all provided in the course packet (not available to external users).
Cases
Vicks Health Care Division, Project Scorpio (A)
Red Hat and the Linux Revolution
Barco Protection Systems (A)
American Airlines, Inc.: Proposal for a Three-Class Transcon Service
Vestron
Boston Whaler, Incorporated: Managing the Dealer Network
Optical Distortion, Inc. (A)
Clorox: Combat Advertising Strategy A and B
Introduction
Introduction
, lecture notes
Company Brief: House of Windsor
,
The Economist
Matrix for a Modern Monarchy
,
The Economist
Customers
Segmentation, Targeting and Positioning
, Bovee, Houston and Thill
Mental Accounting and Consumer Choice
, Richard Thaler
Get Closer To Your Customers By Understanding How They Make Choices
, Itamar Simonson
Marketing Strategy I
Profits Increase With The Level of Firm Differentiation
, Duncan Simester
When Slimming is Not Enough
,
The Economist
Competing on Resources: Strategy in the 1990s
, David Collis and Cynthia Montgomery
Marketing Strategy II
Double Marginalization: A Simple Illustration
, Duncan Simester
Barnes and Noble, Ingram Deal Under Scrutiny
,
New York Times
Republic Industries, Toyota Settle Dispute,
Wall Street Journal
Sovereign Consumers
,
The Economist
Distribution
Teaching Note: Design of Supply and Distribution Channels
, Duncan Simester
Economic Organization and Efficiency
, Paul Milgrom and John Roberts
Direct and Indirect Bargaining Costs and the Scope of the Firm
, Knez and Simester
Bose Corporation: The JIT II Program (B) and (D),
HBS case
Product Development
Jager's Gamble
,
The Economist
Know Thyself
,
The Economist
Phase 1 Research Instrument
Phase 2 Research Instrument
Edited Phase 1 Research Findings
Edited Phase 2 Research Findings
Pricing
UPS Price Schedule
$9 Endings: Why Stores Sell More at $49 than at $44
, Anderson and Simester
The Gap in the Air Has Never Been Wider
,
Wall Street Journal
Sheep Drug Halts Colon Cancer; Doctor Says Humans Are Fleeced
,
Chicago Tribune
Court: Vertical Price Fixing Isn't Necessarily Illegal
,
CNN
Manufacturers Allowed To Cap Retail Prices
,
Wall Street Journal
Advertising
How to Produce Advertising That Sells
, David Ogilvy