Marketing Management Detailed Course Outline
Week 2 (Thursday, March 6)

“There is only one boss:  the customer.  And he can fire everybody in the company, from the chairman on down, simply by spending his money somewhere else.”

—   Sam Walton, Founder, Wal-Mart Stores
 

Topics Marketing Analysis
Read Best:  Chapters 3 & 4
In-Class Activities Video Case:  Not By Jeans Alone:  Levi-Strauss
Video Case:  AT&T 800 Portability
Discussion Questions:

  1. What is the managerial problem? The research problem?  The research questions?

  2. What is the role of exploratory (e.g., focus groups), descriptive (e.g., surveys) and causal (e.g., advertising tests) research in addressing these questions?

  3. Evaluate the strengths and weaknesses of AT&T’s survey research, especially: (a) method of survey administration (b) information/media qualities, sampling qualities (c) administrative qualities of surveys.
Case Assignment
Due 6 p.m. 		Starbucks:  Delivering Customer Service
 Discussion Questions:  Assume the role of consultant:
  1. What factors accounted for the extra-ordinary success of Starbucks in the early 1990's?  What was so compelling about the Starbucks value proposition?
  2. Why have Starbucks' customer satisfaction scores declined?  Has the company's service declined, or is it measuring satisfaction the wrong way?
  3. How does the Starbucks of 2002 differ from the Starbucks of 1992?
  4. Describe the ideal Starbucks customer from a profitability standpoint.  What would it take to ensure that this customer is highly satisfied?  How valuable is a satisfied customer to Starbucks?
  5. Should Starbucks make the $40 million investment in labor in the stores?  What's the goal of this investment?  Is it possible for a mega-brand to deliver customer intimacy?
LINKS Activities Suggestion:  Begin studying the LINKS Manual.