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Marketing Rubbish

In: Business and Management

Submitted By elgilf3
Words 904
Pages 4
4. Use of generalities. In analyzing cases, specific recommendations are necessarily not generalities. For example, a suggestion to increase the price is a generality; a suggestion to increase the price by $1.07 is a specific.
5. A different situation. Considerable time and effort are sometimes exerted by analysts contending that "If the situation were different, I'd know what course of action to take" or "If the marketing manager hadn't already fouled things up so, badly, the firm wouldn't have a problem." Such reasoning ignores the fact that the events in the case have already happened and cannot be changed.
Even though analysis or criticism of past events is necessary in diagnosing the problem, in the end, the present situation must be addressed and decisions must be made based on the given situations.
6. Narrow vision analysis. Although cases are often labeled as a specific type of case, such as "pricing," "product," and so forth, this does not mean that other marketing variables should be ignored. Too often analysts ignore the effects that a change in one marketing element will have on the others.
HIGHLIGHT 4
An Operational Approach to Case and Problem Analysis
1. Read the case quickly to get an overview of the situation.
2. Read the case again thoroughly. Underline relevant information and take notes on potential areas of concern.
3. Review outside sources of information on the environment and the industry. Record relevant information and the source of this information. 4. Perform comparative analysis of the firm with the industry and industry averages.
5. Analyze the firm.
6. Analyze the marketing program.
7. Record the current situation in terms of relevant environmental, industry, firm, and marketing strategy parameters.
8. Make and record necessary assumptions to complete the situational framework.
9....

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