Marketing Case Analysis Based on the marketing textbook system, this book sets up 13 cases, including marketing concept, marketing environment, marketing information, buyer's behavior, target market strategy, product strategy, price strategy, channel strategy, promotion strategy, service marketing, international marketing, network marketing and comprehensive case analysis.

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Author: ISBN:10 [[781089594x]13+03 [9787810895941] Press: Southeast University Press, date of publication: 2000.

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Combining theory with practice, this book is informative, novel and clear-cut, focusing on cultivating students' practical ability, reflecting the professional characteristics of higher vocational education, and has strong practicability and foresight. This book can be used by teachers and students of marketing, business, accounting, management, secretary and other majors in higher vocational colleges and adult colleges, and can also be used as a reference book for on-the-job training and self-study of enterprise management, marketing and business practitioners.

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1 introduction 1. 1 features and essence of case teaching method 1.2 functions of case teaching method 1.3 types of marketing cases/composition of marketing cases 1.5 steps and contents of marketing case analysis 2 marketing concepts 2 Kloc-0/: The Success of McDonald's 2.3: The Successful Marketing of Phoenix Mountain Cemetery in Suzhou 2.4 The Adaptation of Marford Pharmaceutical Company to Foreign Political and Legal Environment 3.3: The Impact of the Asian Financial Crisis on the Personal Computer Market in Southeast Asia 3.4: Case 3. Color activates the refrigerator market 4. Marketing information 4. 1 Knowledge point 4.2 Case 1 Marketing information technology plays an important role 4.3 Case 2 Questionnaire sample-bean product consumer questionnaire 4.4 Case 3 Investigation and analysis of American Airlines flight telephone service 5. 1 Knowledge point 5.2 Case 1 Mobile phones enter the "lascivious" era-investigation on consumers' buying behavior by color screen mobile phone consumption 5.3 Case 2 Inducing buying-Nestle coffee marketing 5.4 Case 3 Looking for three new ways to look at the "buying points" in supermarket marketing from consumer behavior 5.5 Case 4 Little Swan entering the air conditioning industry 6 Target market strategy 6. 1 knowledge 6.2 Case 1 "queer"-Segmentation of children's juice drinks 6.4 Case 3 "Coolest Car"-Sales Miracle of Chery QQ 6.5 Case 4 Accurate Market Segmentation-Winning the New Generation in a Dynamic Zone 7. Product Strategy 7. 1 Knowledge 7.2 Case 1 Packaging Strategy of Hengshoutang 7.3 Case 2 Fiyta Shelf Honor 7.4 Case 3 Developing New Products-Success of French Electronic Technology Company 7.5 Case 4 Procter & Gamble Company. Multi-brand strategy 8. Price strategy 8. 1 knowledge point 8.2 Case: Bad result of a cheap offensive of Dayang Company 8.3 Case: How IKEA designed its charming price tag 8.4 Case: The role of price in sales 8.5 Case: Galanz's price leading strategy 9 channel strategy 10 promotion strategy1service marketing/kloc.