GRADUATE
SCHOOL OF
MANAGEMENT
PRINCIPLES OF MARKETING
Professor Imran S. Currim Faculty Assistant: Lisa Waataja
Office: GSM 327 Tel: (949) 824-2786 Rm: GSM
Tel: (949) 824-8368 312
Fax: (949) 725-2826 Email: lwaataja@uci.edu
E-mail: iscurrim@uci.edu Teaching Assistant:_____________
Tel: ____________Room: _______
E-mail: ______________________
1
UCI
GRADUATE
SCHOOL OF
MANAGEMENT
5 Marketing Strategy - Cont. Aaker: Read Ch. 12. Kotler: Ch. 14, catch
up on previous readings.
Class Discussion:
Growth Strategies
6 Distribution Kotler: Read Ch. 17. Skim Ch. 18, 21, 22.
Optional:
Class Discussion: 1. “Welcome to the New World of
Distribution Decisions Merchandising,” Harvard Business
Review, November 2001.
Case Due: Merrill Lynch: 2. “A Framework for Customer
Integrated Choice Relationship Management,” Russell
Winer, California Management Review,
2001.
3. “Avoid the Four Perils of CRM,”
Harvard Business Review, 2002.
4. Aaker: Skim Ch. 14.
2
UCI
GRADUATE
SCHOOL OF
MANAGEMENT
7 Price Promotions Kotler: Read Ch. 19, 20. Skim Ch. 22.
Class Discussion: Optional:
Price Promotion Decisions 1. “The New Appeal of Private Labels,”
Harvard Business Review, May-June
Case Due: Consumer Sales 1999.
Promotions: Winners and 2. "The Dumbest Marketing Ploy,"
Losers, Amcrew Styling Gel Fortune, October 5, 1992.
and TotalRinse Oral
Antiseptic
9 Project Presentations
Texts: Philip Kotler, Marketing Management, 11th Edition, 2003, Prentice Hall, New Jersey.
David Aaker, Strategic Marketing Management, 6th Edition, 2001, John Wiley and Sons, New
York.
3
UCI
GRADUATE
SCHOOL OF
MANAGEMENT
Introduction
The purpose of this course is to demonstrate how a manager can use information on the environment
(customers, competitors, economic, government), to develop marketing strategies (which integrate
product, pricing, promotion, and distribution) in order to obtain and maintain and a sustainable
competitive advantage. Extensive use is made of the case method of instruction.
Course Assignments
There are seven case assignments. Each group will submit a typed four to six page write-up for each
case. This is due at the beginning of the corresponding class session. For each case, please answer
specific questions outlined in this handout.
Finally, equally important to the learning process, is to apply what we have learned in a real world
setting. To accomplish this, students will work in self-selected four to six person teams on a major
marketing project. A final report is due at the end of Session 10. The maximum length is 19 pages of
text (double spaced, Times Roman, 12 point) not including tables and appendices. Submit a 1 page
group report by Session 2 indicating which option you selected, which companies you will compare or
what your marketing plan will be about. Submit a 1-2 page progress report by Session 3 indicating your
final selection, the topics you will address, and the sources you plan to use.
Your selection of two companies will have to be approved by the instructor, although you will be given
considerable freedom to follow you own interests. Since the project will require a significant amount of
time and effort it is important that you select companies in which you are personally very interested.
4
UCI
GRADUATE
SCHOOL OF
MANAGEMENT
Some suggestions to increase the probability of generating a very good project are:
1. Start early.
2. Define the industry carefully. Don't designate the industry as all restaurants, and then
compare McDonald's to the Steelhead. If you decide to pick two large companies, such
as IBM and HP, carefully constrain the product class, e.g. laptops, so as to avoid a mega-
corporation analysis.
3. Attempt to develop some structure before you go about collecting information. The
laundry list may be helpful in this regard.
4. Be flexible on your sources of information. Discussions with key executives, current and
potential customers, competitors, published information from public sources and the
company, personal observations, etc.
Course Grade
5
UCI
GRADUATE
SCHOOL OF
MANAGEMENT
2. Who are the customers for each product? How do they buy these products? How does this
affect the nature of the customer acquisition and retention process?
6. What is your plan? How should Aladdin go about merging its business with FAST? Should
it phase out Hardlock?
Biopure Corporation
1. How do you assess Biopure’s potential in the human market? The animal market?
2. What are the biggest obstacles to Biopure’s success in the human market? The animal
market?
4. What should Biopure do regarding the commercial release of Oxyglobin? If they release,
what price should they set? How should it be distributed?
6
UCI
GRADUATE
SCHOOL OF
MANAGEMENT
1. How many think Merrill Lynch has moved at the appropriate speed in responding to
market changes? How many think it was too slow?
3. What are the implications of Integrated Choice? For clients? For financial consultants?
For the firm?
4. What are the two or three significant actions that Merrill Lynch ought to take?
5. What will be the future role of the financial consultant? How should Merrill Lynch
organize itself in the future?
1. Consider 2 of the 4 promotions described, (1) Amcrew Styling Gel, and (2) Totalrinse
Oral Antiseptic. One of these promotions was judged successful by the manufacturer
while the other was judged successful by the manufacturer while the other was judged to
be not successful. Identify each and present both qualitative and quantitative aspects of
your reasoning.
2. Following your analysis above summarize factors you believe positively influence the
performance of a sales promotion.
4. What should be the role of Heineken's headquarters in shaping the marketing of the brand
worldwide?