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案例研究：两家动物保健品市场细分策略
内容摘要：
1．案例概述
2．两家公司市场细分策略分析
3．两家公司市场细分策略深入分析
3.1市场变化的捕捉
3.2产业变化与市场细分
4．研究的意义和价值
5．结论和建议
参考文献
意见
1． 为什么是"两家公司市场细分策略分析" ？ 这个案例 是说Pfizer公司的。
2． "市场变化的捕捉" 是不是论文第2条的要求？ 即 If it does not make sense
to continue segmenting on the base of herd size, what variables
can be used to more accurately capture the variation in the
market? What do the resulting market look like? What segments
are the most viable for Pfizer?
这里有很多问题，我觉得不仅仅是市场变化的捕捉，而核心是对新的市场细分标准的选择以及描述，评估。
3． 论文要求5中，要求在采用你选择的细分标准以后，如何进行市场营销策略的实施。
这个内容在提纲里没有。
Research on the market segmentation strategy of Pfizer
Executive summary
Obviously, Pfizer's former market segmentation strategy based
on the herd size is wrong. After the market research, the
writer has suggested to abandon former market segmentation
strategy and standard and to foster scientific market segmentation
strategy and multiplied market segmentation standard.
Only those market segmentation strategy based on scientific
research is acceptable. And only scientific market segmentation
is the key to the success of sales.
1．Introduction to the market segmentation strategy of Pfizer
2．Fundamental theory of market segmentation strategy
2.1 Concept of market segmentation
2.2 Role of market segmentation strategy in corporate operation
5． Suggestions to the standard of market segmenation
6．Conclusions
1. Baker ,Michael J .( 1976) Evolution of the marketing concept
[J]1Marketing :Theory and Practice ,London :Macmillan ,.
格式：
课程：business to business marketing
字数：2500左右
论文：论文题目PDF 文件中的CW1
论文类型：学期论文 assignment
提交时间：3月18日
要求：哈佛引用格式；有executive sumary，完整的UK论文构成部分（包括REFERENCE）
补充说明：这个课程由2个小论文构成；CW1 (40%) 和 CW2 （60％），成绩分别站最后成绩的40％和60％。
每篇满分6分，3分及格。
2篇论文都是案例分析。请老师仔细阅读论文要求（PDF）
Business-to-Business Marketing: Assignment
Assignment Guide
The coursework consists of two case studies, which will enable
you to apply the concepts and theories covered in class. They
should be in the form of a business report. They must be typed
and should include an executive summary, a table of contents,
and reference section (if appropriate). Each report should
be no
more than 2,500 words maximum, and should be professionally
written and presented.
A word count should be shown at the bottom of the contents
page. In Microsoft Word you can obtain this automatically
by
clicking on File, then Properties, then click on the Statistics
tab. The assessment will take account of any substantial
deviation (i.e. +/- 10%) from the specified word length. The
overall mark for a coursework that exceeds or falls short
of the
specified word length will be reduced by one grade point.
You should work only with the case material itself, applying
the
relevant marketing theory and your own reasoned argument.
In
other words, there is no need and you will gain nothing by
looking for additional information on the actual companies.
Assignment Tasks
nd
Coursework 1 due date Wednesday 22
March 2006
Pfizer, Inc. Animal Health Products: Market Segmentation and
Industry
Changes. (40% of overall assessment)
This is case 7 on pp 576 - 587 in Hutt and Speh
The following questions are designed to lead you through the
analysis of
this case to a set of meaningful conclusions.
1. Based on the research findings, evaluate Pfizer’s Cow/Calf
Team’s
herd-sized segmentation approach.
2. If it doesn’t make sense to continue segmenting on the
basis of herd
size, what variables can be used to more accurately capture
the
variation in the market? What do the resulting segments look
like?
What segments are the most viable for Pfizer?
3. How does the suggested segmentation approach capitalise
on
changes in the cattle industry? What implications do the industry
changes have for Pfizer?
4. How good is the research for drawing conclusions about
market
segmentation of beef producers?
5. Assuming that support exists for the recommended segmentation
approach, how can it be implemented in terms of marketing
strategy?
th
Coursework 2 due date Monday 8
May 2006
Augustine Medical, Inc.: The Bair Hugger Patient Warming System
(60%
of overall assessment)
This is case 11 on pp. 624 - 634 in Hutt and Speh.
The following questions are designed to lead you through the
analysis of
this case to a set of meaningful conclusions.
1. How would you characterise the prevailing technologies
and
products for preventing and treating postoperative hypothermia?
2. What factors will influence the market potential for the
Bair Hugger
Patient Warming System?
3. What should be the pricing objectives and strategies for
The Bair
Hugger Patient Warming System?
4. What list price to hospitals should Augustine medical set
for the Bair
Hugger Patient Warming System and what short-run profit impact
can be expected from this decision?
5. What then should be the list price for the heater/blower
unit?
6. What should be the list price for blankets?
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