Introduction to Marketing

Benson P. Shapiro

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Background Note | HBS Case Collection | June 1984 (Revised September 1986)

Introduction to Marketing

by Benson P. Shapiro

Abstract

A brief introduction to the nature and scope of marketing.

Keywords: Marketing;

Format: Print

5 pages

Educators Purchase

Citation:

Shapiro, Benson P. "Introduction to Marketing." Harvard Business School Background Note 584-124, June 1984. (Revised September 1986.)

About the Author

Benson P. Shapiro

Malcolm P. McNair Professor of Marketing, Emeritus

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Teaching Note | HBS Case Collection | June 2018

Macy's: Evolution in the Sunshine State

Boris Groysberg, Das Narayandas, Benson P. Shapiro and Olivia Hull

Teaching Note for HBS No. 416-018.

Citation:
Groysberg, Boris, Das Narayandas, Benson P. Shapiro, and Olivia Hull. "Macy's: Evolution in the Sunshine State." Harvard Business School Teaching Note 418-072, June 2018. View Details

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Case | HBS Case Collection | September 2015 (Revised June 2018)

Macy's: Evolution in the Sunshine State

Boris Groysberg, Das Narayandas, Benson P. Shapiro and Sarah L. Abbott

In 2009, Lee O'Rourke was promoted to district vice president in charge of Macy's newly created North Florida district. This district consisted of 11 stores located in the greater Orlando area and in the east coast towns of Daytona, Melbourne, Merritt Island, and Vero Beach. The performance of these stores had lagged in recent years, and O'Rourke was charged with building a cross-functional district team to support these stores and with improving their overall performance. O'Rourke and her team were able to drive almost immediate improvement in the district's sales growth and profitability and in other key areas such as customer service scores. How can O'Rourke ensure that these stores continue to perform well going forward?

Keywords: leadership; marketing strategy; human capital; managing performance; retail; organization; change management; Leadership; Leadership Style; Leading Change; Marketing; Marketing Strategy; Management; Organizational Change and Adaptation; Performance Improvement; Retail Industry; United States;

Citation:
Groysberg, Boris, Das Narayandas, Benson P. Shapiro, and Sarah L. Abbott. "Macy's: Evolution in the Sunshine State." Harvard Business School Case 416-018, September 2015. (Revised June 2018.) View Details

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Case | HBS Case Collection | February 2018

Wiikano Orchards

Benson P. Shapiro and Katherine B. Hartman

Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to distribute and pay more for Wiikano's juice. The Wiikano case focuses on challenges related to product differentiation and can be used to discuss branding, pricing, and marketing communications. It also addresses issues that small- and medium-sized business owners face, by employing a product and distribution system that is easy to understand. The case is recommended for upper-level undergraduate students or first-year MBA students. It may also be used as an exam case.

Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry;

Citation:
Shapiro, Benson P., and Katherine B. Hartman. "Wiikano Orchards." Harvard Business School Brief Case 918-517, February 2018. View Details

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Introduction to Marketing

Abstract

Citation:

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