By Celia Farber Spin Nov. They had been asked by the FDA to consider giving lightning-quick approval to a highly toxic drug about which there was very little information. Clinically called Zidovudine, but nicknamed AZT after its components, the drug was said to have shown a dramatic effect on the survival of AIDS patients.
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The most comprehensive class-tested text material and case studies on the market- 44 class-tested cases provide Burroughs wellcome company retrovir kerin opportunity for concepts and tools to be employed in practice, challenging students to address marketing issues from a decision-making standpoint and with an analytical perspective.
In every case, the decision maker develops a strategy consistent with the factors existing in the situation presented and must consider the implications of that strategy for the organization and its environment.
How much time do you spend preparing materials to align cases with your lectures, homework, and tests? Prepared by Roger Kerin, this teaching package includes thorough case teaching notes that feature a complete case analysis, teaching suggestions, case epilogues, and case summary points.
Instructor's Resource Center provides instructors with a powerful visual aid to support the text material. Includes comprehensive PowerPoint slides for lectures and meaningful computer templates for students to perform quantitative and financial analyses.
Emphasis on contemporary marketing problems and issues that students will find motivating and relevant, while demonstrating for students the major decisions faced by marketing executives in wide variety of industries and competitive settings.
How do you bring the latest marketing concepts into your classroom to help prepare your students for future careers in marketing? Expanded and updated chapter text material encourages students to consider marketing issues from multiple viewpoints and exercise creativity and judgment in actual marketing decision settings.
Includes new material that provides helpful suggestions for group case analyses and oral presentations. The principal emphasis is on defining an organization's business, mission, and goals; identifying and framing organizational opportunities; formulating product-market strategies; budgeting; and controlling the marketing effort.
The plan is annotated to focus attention on substantive elements of the plan as well as style and layout elements. Primary emphasis is placed on such concepts as cost structure, relevant versus sunk costs, margins, contribution analysis, liquidity, discounted cash flow, customer lifetime value, operating leverage, and preparing pro forma income statements.
Suggestions for preparing and presenting a case analysis are also provided. A sample case and written student analysis illustrates the nature and scope of a written case presentation, including the qualitative and quantitative analyses essential to a good presentation.
Market segmentation, market targeting, and market potential and profitability concepts and applications are described in some depth.
New-offering development, life-cycle management, product or service positioning, branding decisions, brand equity, brand growth strategies, and brand valuation are emphasized.
Decisions concerned with communications objectives, strategy, budgeting, programming, and effectiveness are addressed. In addition, sales management issues and the challenge of leveraging advertising and personal selling with marketing Web sites are highlighted.
Specific decision areas covered include direct versus indirect distribution, dual distribution and multi-channel marketing, cost-benefit analysis of channel choice and management, and marketing channel conflict and coordination.
Emphasis is placed on evaluating demand, cost, and competitive influences when selecting or modifying pricing strategies for products and services. Product-line pricing is also addressed. Considerations and techniques applicable to strategic and operations control in a marketing context are introduced.
Emphasis is placed on marketing program decisions for new and existing products and services, including issues related to marketing-mix interactions, marketing program implementation, and marketing organization This text is available for personalization in the PHCBR custom database program.Burroughs Wellcome began research in , developed Retrovir and began clinical trials on humans in (Kerin & Peterson, ).
The FDA cleared Burroughs to market Retrovir in , as the first and only authorized treatment for AIDS. Strategic Marketing Problems: Cases and Comments: International Edition, 11/E Goodyear Tire and Rubber Company Roger A.
Kerin. Peak Garage Door, Inc. Roger A. Kerin Burroughs Wellcome Company: Retrovir Roger A.
Kerin and Angela Bullard. Virgin Mobile USA: Pricing for . For courses in Marketing Strategy, Marketing Management, and Strategic Marketing.
This best-selling text is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive class-tested case.
Burroughs Wellcome Company, estimated annual cost to the Medicaid system of between $ and $ million in (Kerin & Peterson, ). Several pharmaceutical companies, including Burroughs Wellcome, were in the race to produce an effective drug to combat HIV and AIDS.
Transcript of Burroughs Wlcome Company: Retrovir. THOUGHTS AND CONCERNS? Burroughs Wellcome Company: Retrovir By: Ilya Leyzerov Stephen Mulloy Toju Ometoruwa Enrique Rivera REDUCING THE PRICE BY 20% -Burroughs Wellcome were the first to introduce drug thats effective against HIV.
Retrovir Case Study Solutions by jmangalin in Types > Business/Law, case, y marketing strategy.