Analyzing Marketing Problem and Cases
Analyzing Marketing Problems and Cases
HIGHLIGHT 1 A Case for Case Analysis Cases assist in bridging the gap between classroom learning and the so-called real world of marketing management. They provide us with an opportunity to develop, sharpen, and test our analytical skills at: -Assessing situations. -Sorting out arid organizing key information. -Asking the right questions. -Defining opportunities and problems. -Identifying and evaluating alternative courses of action. -Interpreting data. -Evaluating the results of past strategies. -Developing and defending new strategies. -Interacting with other managers. -Making decisions under conditions of uncertainty. -Critically evaluating the work of others. -Responding to criticism. Source: David W. Cravens and Charles W. Lamb, Jr., Strategic Marketing: Cases and Applications, 4th ed. (Homewood, IL: Richard D. Irwin, 1993), p. 95. The use of business cases was developed by faculty members of the Harvard Graduate School of Business Administration in the 1920s. Case studies have been widely accepted as one effective way of exposing students to the decision-making process. Basically, cases represent detailed descriptions or reports of business problems. They are usually written by a trained observer who actually had been involved in the firm or organization and had some dealings with the problems under consideration. Cases generally entail both qualitative and quantitative data, which the student must analyze to determine appropriate alternatives and solutions. The primary purpose of the case method is to introduce a measure of realism into management education. Rather than emphasizing the teaching of concepts, the case method focuses on application of concepts and sound logic to real world business problems. In this way, the student learns to bridge the gap between abstraction and application and to appreciate the value of both. The primary purpose of this section is to offer a logical format for the analysis of case
HIGHLIGHT 1 A Case for Case Analysis Cases assist in bridging the gap between classroom learning and the so-called real world of marketing management. They provide us with an opportunity to develop, sharpen, and test our analytical skills at: -Assessing situations. -Sorting out arid organizing key information. -Asking the right questions. -Defining opportunities and problems. -Identifying and evaluating alternative courses of action. -Interpreting data. -Evaluating the results of past strategies. -Developing and defending new strategies. -Interacting with other managers. -Making decisions under conditions of uncertainty. -Critically evaluating the work of others. -Responding to criticism. Source: David W. Cravens and Charles W. Lamb, Jr., Strategic Marketing: Cases and Applications, 4th ed. (Homewood, IL: Richard D. Irwin, 1993), p. 95. The use of business cases was developed by faculty members of the Harvard Graduate School of Business Administration in the 1920s. Case studies have been widely accepted as one effective way of exposing students to the decision-making process. Basically, cases represent detailed descriptions or reports of business problems. They are usually written by a trained observer who actually had been involved in the firm or organization and had some dealings with the problems under consideration. Cases generally entail both qualitative and quantitative data, which the student must analyze to determine appropriate alternatives and solutions. The primary purpose of the case method is to introduce a measure of realism into management education. Rather than emphasizing the teaching of concepts, the case method focuses on application of concepts and sound logic to real world business problems. In this way, the student learns to bridge the gap between abstraction and application and to appreciate the value of both. The primary purpose of this section is to offer a logical format for the analysis of case