Some of you have asked me to give you a brief summary of the main ideas in 
the cases until this week. Please find below such summary, and the readings 
that are most associated with each case.
Miguel


Main Ideas for Cases until this week

"Fieldcrest: St. Mary,s Blankets"
(introduction to marketing analysis and basic concepts)

Marketing-Mix - 4 P,s 
Consumer analysis 
Trade analysis
Push or Pull marketing programs



"Xerox Corporation: The Customer Satisfaction Program"
(customer needs; W: Chap. 1, pp. 364-367; you may also want to look at pp. 
391-397 for extra reading)

Customer needs and marketing concept 
Customer satisfaction
Implementation of Customer Satisfaction programs
Choice of a product guarantee - signaling quality



"Procter & Gamble Company (A)"
(segmentation and marketing strategy; W: Chap. 3 and Chap. 5, "Note on 
Consumer Market Segmentation")

benefit segmentation => product positioning
product line logic in positioning and segmentation
problem of cannibalization in product introductions
interbrand competition versus coordination
communications of desired positioning
issue of umbrella branding
break-even analysis



"Barco Projection Systems (A)"
(product strategy and segmentation; W: pp.65-71, pp. 111-118, pp. 176-186; 
after the course you may also want to look at Chap. 15 for extra reading on 
technology-based industries)
(also competitive pricing which are covered in th and th sessions)

Strategic segmentation using product line
Price dynamics in technology based industries
R&D competition
Understanding the competitors



"EMI and the CT Scanner (A) & (B)"
All material until 4th session



"Tweeter, etc."
(Pricing, competitive strategies; W: Chap. 7 and 11)



"Dell Online"
(Distribution channels, W: Chap. 9)



"Ford Motor Co."
All material in course
 

J. Miguel Villas-Boas
Associate Professor
Haas School of Business
University of California at Berkeley
Berkeley CA 94720-1900
(510) 642-1250
Fax: (510) 643-1420
e-mail: villas@haas.berkeley.edu

http://www.haas.berkeley.edu/~market/PROFILES/PROFS/villas.html