Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e
Back Matter Video Cases © The McGraw−Hill
Companies, 2002Video Cases Basic Marketingincludes two different types
of marketing cases: the 7 special video cases
in this section and the 35 traditional cases in
the next section. All of the cases offer you the
opportunity to evaluate marketing concepts at
work in a variety of real-world situations.
However, the video cases add a multimedia
dimension because we have produced a spe-
cial video to accompany each of the written
cases. An abbreviated version of the video for
each case is available on the Student CD-ROM
to Accompany Basic Marketing. The full-
length videos are available to professors who
adopt Basic Marketingfor use in their course.
(These case-based videos are in addition to
19 other video segments we have custom
produced and made available to instructors
for possible use with other parts of the text.)
The videos bring to life many of the issues
considered in each case. However, you can
read and analyze the written case descrip-
tions even if there is no time or opportunity to
view the video. Either way, you’ll find the case
interesting and closely tied to the important
concepts you’ve studied in the text.
The set of questions at the end of each
case will get you started in thinking about the
marketing issues in the case. Further, we pro-
vide instructors with a number of suggestions
on using the video cases_both for group dis-
cussion in class or individual assignments.
Thus, as is also true with the traditional cases
in the next section, the video cases can be
used in many different ways and sequences.
You can analyze all of the cases, or only a
subset. In fact, the same case can be ana-
lyzed several times for different purposes. As
your understanding of marketing deepens
throughout the course, you’ll “see” many
more of the marketing issues considered in
each case.