Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

Back Matter Cases © The McGraw−Hill

Companies, 2002

Cases Guide to the Use of These Cases

Cases can be used in many ways. And the

same case can be analyzed several times for

different purposes.

“Suggested cases” are listed at the end of

most chapters, but these cases can also be

used later in the text. The main criterion for the

order of these cases is the amount of technical

vocabulary_or text principles_that are

needed to read the case meaningfully. The first

cases are “easiest” in this regard. This is why

an early case can easily be used two or three

times_with different emphasis. Some early

cases might require some consideration of

Product and Price, for example, and might be

used twice, perhaps regarding product plan-

ning and later pricing. In contrast, later cases,

which focus more on Price, might be treated

more effectively afterthe Price chapters are

covered.

In some of the cases, we have disguised

certain information_such as names or propri-

etary financial data_at the request of the

people or firms involved in the case. However,

such changes do not alter the basic substan-

tive problems you will be analyzing in a case.