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xiii Detailed Table of Contents Case Guide Chapter Case number Case title and a

xiii Detailed Table of Contents Case Guide Chapter Case number Case title and author Key concepts covered 1 Case 1 Coca-Cola vs Pepsi: Cola Wars in a Changing Marketing Environment David Jobber, Professor of Marketing, University of Bradford marketing-orientation, competition, leading brands, positioning Case 2 H&M Gets Hotter: Fashion at its Fastest David Jobber, Professor of Marketing, University of Bradford marketing-orientation, eff ectiveness and efﬁciency customer value, fashion industry OLC case Nokia: Re-connecting People Tony Rowe, Principal of Marketing Mentors, and Tony Lindley, Managing Director of Tony Lindley Consultants Ltd. global marketing, technology, internal- orientation, mobile telecoms industry 2 Case 3 Vulnerable Volvo: Can the Volvo Brand Succeed in the New Competitive Landscape? Conor Carroll, Lecturer in Marketing, University of Limerick brands, market share, competition, marketing environment, SWOT, strategic options, car industry Case 4 Heron Engineering: A Strategy for Storage David Shipley, Emeritus Professor of Marketing, University of Dublin, Ireland organizational behaviour, marketing environment, technology, planning OLC case Daloon Spring Rolls Poul Faarup, Associate Professor, University of Southern Denmark marketing planning, SWOT, 4 P’s, food industry 3 Case 5 Sony Shockwave: In Search of the Next Hit Product Conor Carroll, Lecturer in Marketing, University of Limerick product innovation, SWOT, marketing environment, strategic options Case 6 Marketing Environment: PEEST Analysis Exercise David Jobber, Professor of Marketing, University of Bradford elements of marketing environment analysis, legal, political, technology, economics, social and physical environment OLC case Th e Future of Books: Gutenberg, the Kindle and Beyond Tony Lindley, Managing Director of Tony Lindley Consultants Ltd. marketing environment, impact of technology, digital revolution, evolution of education, distance learning >Û`ÊLLiÀÊ Th is guide shows the key concepts covered in each of the cases in both the book and the Online Learning Centre so you can easily pick out which cases are relevant to a particular part of your course. Search by company, industry or topic to ﬁnd the ideal case to use. Case Guide 4 Case 7 Cappuccino Wars: Th e Battle for the High Street David Jobber, Professor of Marketing, University of Bradford market development, competitive positioning, consumer choice Case 8 Consumer Behaviour: How Do You Decide? David Jobber, Professor of Marketing, University of Bradford consumer behaviour, decision-making, choice criteria OLC case Bang & Olufsen: Getting Your Bang For Your Buck Conor Carroll, Lecturer in Marketing, and Sara Kate Hurley, Research Assistant, University of Limerick consumer behaviour, inﬂuences, consumer decision-making, luxury brands 5 Case 9 Jumbo Choices: Buying Aircraft Siobhan Tiernan, Lecturer in Management/Aviation Management, and Conor Carroll, Lecturer in Marketing, University of Limerick organizational behaviour, choice criteria, purchasing decisions, buying process, airline industry Case 10 PLANT-ALL: Launching a New Type of Compost Belinda Dewsnap, Lecturer in Marketing, Loughborough University organizational buying, decision making units, key account management, choice criteria OLC case Winters Company: Understanding Organisational Decision-Making David Jobber, Professor of Marketing, University of Bradford organizational buyer behaviour, roles in decision making units, organizational decision-making 6 Case 11 Microsoft : Bully or Benefactor? Marylyn Carrigan, Senior Lecturer in Marketing, Open University business ethics, monopolies, IT industry Case 12 Fairtrade Coff ee: Grounds for a Fresh Look at Ethical Consumption? Ken Peattie, Professor of Marketing and Strategy, Cardiﬀ University fair trade movement, marketing ethics, pricing issues OLC case Marks & Spencer: Th e Challenges of Walking the Talk Caroline Moraes, Lecturer in Marketing, University of Birmingham ethical decision-making, green marketing, societal factors, retail industry 7 Case 13 iPod: Researching Consumers’ Perceptions Nina Reynolds, Professor of Marketing, Bradford University, and Sheena MacArthur, Senior Lecturer in Marketing, Glasgow Caledonian University questionnaires, survey methods, sampling methods, marketing research Case 14 Airport Catering: Consumer Satisfaction at Gulf International Airport Ravi Chandran, Operations Manager at a major airline, and Daragh O’Reilly, Lecturer in Marketing, University of Shefﬁeld marketing research, questionnaire development, customer surveys OLC case Paper Trail in South Africa: Developing a Research Proposal Ian Brace, Director of Research Services, TNS UK information management, process centralization data protection xiv Case Guide 8 Case 15 Dell Hell: Strategic Change for a Fallen Market Leader David Jobber, Professor of Marketing, University of Bradford positioning, marketing environment, 4C’s framework Case 16 McDonald’s: Repositioning the Golden Arches Susan Bridgewater, Lecturer in Marketing and Strategy, Warwick University repositioning, emerging markets, fast food industry OLC case Polishing Plans: Gale’s Strategy for Taking Over the Shoe Polish Market David Shipley, Emeritus Professor of Marketing, Trinity College, University of Dublin, Ireland, and Graham Hooley, Professor of Marketing, Aston University market segmentation, target marketing, fast moving consumer goods 9 Case 17 iPhone: Is the Apple Smartphone a World-beater? Fiona Ellis-Chadwick, Senior Lecturer in Marketing, Open University competition, new product development, product design, mobile technology industry Case 18 Burberry: Reinventing the Brand David Jobber, Professor of Marketing, University of Bradford product management, brand stretching, brand extension, global branding OLC case Levi Jeans: Branding for the Youth Market David Jobber, Professor of Marketing, University of Bradford brand positioning, market segmentation, managing products, clothing industry 10 Case 19 Unilever’s Quest: Growth by Shedding Brands David Jobber, Professor of Marketing, University of Bradford brand extension, brand portfolio, global marketing, emerging markets. Case 20 Intel Inside Out: Th e Search for Growth David Jobber, Professor of Marketing, University of Bradford product life cycle, product management, IT industry OLC case Mixing Red and Blue: Lenovo and IBM’s PC Division David Jobber, Professor of Marketing, University of Bradford product strategies for growth, international product development, global IT industry 11 Case 21 Road to the Future? Th e Development of the Mini E, the Eco-Friendly Car Colin Gilligan, Emeritus Professor of Marketing, Shefﬁeld Hallam University and Visiting Professor of Marketing, Newcastle Business School marketing environment, environmentally friendly products, product innovation adopters, car industry Case 22 A New Heritage: Shannon Heritage Develops New Tourist Experiences Michele O’Dwyer, Lecturer in Entrepeneurship, University of Limerick new product development, product success factors, marketing strategy, products and services OLC case Absolut Vodka: Diff erent Vodka for Diff erent Folks? Conor Carroll, Lecturer in Marketing, and Sara Kate Hurley, Research Assistant, University of Limerick new products, brand extension, new product development, drinks industry 12 Case 23 EasyJet and Ryanair: Flying High with Low Prices David Jobber, Professor of Marketing, University of Bradford pricing strategies, marketing strategy, low price strategy, airline industry Case 24 Netto, Lidl, Aldi: the Rise of the Limited Range Discounters Conor Carroll, Lecturer in Marketing, University of Limerick every day low pricing, limited range discounters, retail discounters, price wars, competitive strategy OLC case Pricing at Hansen Bathrooms David Jobber, Professor of Marketing, University of Bradford pricing strategies, internal marketing xv 13 Case 25 A Glass and a Half: Cadbury Gets the Love Back for Dairy Milk Marie O’Dwyer, Lecturer in Marketing, Waterford Institute of Technology, Ireland advertising objectives, virtual advertising, television advertising Case 26 White Horse Whisky: Developing a New Advertising Strategy Ann Murray Chatterton, Director of Training and Development at the Institute of Practitioners in Advertising advertising, branding, repositioning, drinks industry OLC case Tracking BT Advertising Campaigns Laura Evans, Managing Consultant, TNS IT & Telecoms, Trent Cottle, Head of Communications Insight, BT, Clive Nancarrow advertising awareness, television advertising, marketing communication tools, advertising eff ectiveness 14 Case 27 Selling in China: Harnessing the Power of the Guanxi David Jobber, Professor of Marketing, University of Bradford international marketing, cultural issues, self reference criteria Case 28 Bottling It in Europe: Glastex Sells its Glass Bottling Equipment to Europe David Jobber, Professor of Marketing, University of Bradford key account management, personal selling, industrial marketing, international marketing OLC case Kompass Ireland: Finding Ways to Improve Salesforce Performance Fergal Maher and Conor Carroll, Lecturer in Marketing, University of Limerick sales force, sales strategies, customer types, promotions 15 Case 29 Guinness’ Rewards: An Award-Winning Relationship Marketing Programme Marie O’Dwyer, Lecturer in Marketing, Waterford Institute of Technology, Ireland relationship marketing, direct marketing, sales promotion, drinks industry Case 30 CRM at Tesco: From Understanding to Engaging Customers Colin Gilligan, Emeritus Professor of Marketing, Shefﬁeld Hallam University and Visiting Professor of Marketing, Newcastle Business School relationship marketing strategies, CRM programmes, loyalty schemes, grocery retailers OLC case Nectar: Loyalty Brings Sweet Rewards Conor Carroll, Lecturer in Marketing, and Sara Kate Hurley, Research Assistant, University of Limerick customer loyalty, loyalty programmes 16 Case 31 Wispa: It’s Back! Marie O’Dwyer, Lecturer in Entrepeneurship, University of Limerick social networking, brand re-launch strategy, communication tools, marketing communication strategy, nostalgia brands Case 32 Beckham and Ronaldo: Sports Celebrity Sponsorship David Jobber, Professor of Marketing, University of Bradford sports marketing, sponsorship, measuring eff ectiveness OLC case JK Rowling: A Marketing Wizard Luciana Lolich, Lecturer in Marketing, Dublin Business School promotional strategy, marketing communication strategy, promotional mix, word of mouth Case Guide xvi xvii Case Guide 17 Case 33 ASOS: Setting Th e Pace in Online Fashion David Jobber, Professor of Marketing, University of Bradford online fashion retailing, customer service, promotion strategy, SWOT analysis Case 34 iTunes: Facing the Th reat of Nokia Conor Carroll, Lecturer in Marketing, University of Limerick digital technologies, halo eff ect, distribution of digital products, digital download industry OLC case Leisure, Travel and the Internet Justin O’Brien, Teaching Fellow, Royal Holloway, University uploads/Marketing/ case-guide 1 .pdf