Slide 1Slide 2Slide 3Slide 4“PRODUCT”(substance)Meadows Field AirportRetail Fashion Merchandising “PROPERTY”(space)Karpe Real EstateLand/Location Licensing“PRESENCE” (service) Castle & Cook Environmental Experience Design Market Examining“Bakersfield-Style” *** Case Analysis Triad ***Big Picture Vision of “Bakersfield Style” (b.Style) Case Analysis[MKTG 490; Case Section 40 Points; Dr. Carter]Orientation to Case Analysis Methods and Materials:Real Media “Windows” (Wall Street Journal) for Scanning New Message “Worlds” (b.Style)[MKTG.490; Case Analysis Section 40 Points; Dr. Carter] Learning the Wall Street Journal “Scanning Code”Learning the Case Analysis Triad “Planning Mode”* “MEDIUM” for Intelligence Access (“News”)* “WINDOW” for Pattern Recognition (“Knowing”)* “MESSAGE” of Intelligent Design (“Creation”)* “WORLD” of Dynamic Patterns (“Commerce”)ENVIRONMENTAL SCANNING DIAGRAMBECAUSE MARKETING RESEARCH IS ANCHORED IN THE MARKETPLACE,WHERE THE INTER-ACTION IS, ...MARKETPLACE[World] KNOWLEDGE-BASE[Well]MEDIA-SPACE[Window]VALUE/INFORMATION=POWER/POTENTIALINTERACTIVEEXCHANGE=DYNAMICELECTRONIC ENERGYCONTENTFORMAT=REALITY FRAMELIBRARYRESOURCES=COLLECTIVEMEMORY DECISION INTERFACE[Why]?... MARKETING MANAGERS RECEIVE PRAGMATIC DECISION SUPPORT,AND AVOID ANALYSIS PARALYSIS -- OR DECISION MAKING IN A VACUUM[Related Source: Rayport, Jeffrey F. and John J. Sviokla (1994), “Managing in the Marketspace.” Harvard Business Review, November/December, pp.141-150.]2Section A (p.1)134Section A (p.2)Economy• Corporate• Political• GlobalSection A “Code Rap”: Scan One, Two, Three, Four, … Then Browse Inside Pages for More!Section B (p.1)12• Brand Marketing• Product Management & Design Section B (p. 2-4)Section B “Code Rap”: Scan One, Two, Three, … Then Screen Brand Strategy, Media Imagery, Corporate Industry, and Digital Technology!3• Corporate Focus• Industry Focus • ManagingSection B (p. 2-8)• Media & Marketing• Advertising Section B (p. 2-6) • Technology & Health• Entertainment Media Section B (p. 2-10)Section C “Code Rap”: Scan Money & Investing to Scale Selected One-Two-Three, … Equity, Credit, and CommoditySection C (p.1)12• Equity/Fund Trends• Stock Exchange ValueSection C 3• Credit Reports/Fed• Bond Trading Data Section C • Commodity Futures• Commodity Factors Section C Section D “Code Rap”: Scan Personal Journal (Weekend Journal) to Scope Cultural Ones & Twos, … Home Living Clues and Adult Toy Views * Home & Family * Medical Health * Style & Design* Personal Finance * Leisure & Arts* Digital Gadgets * Personal Technology* Automotive Products * Entertainment Venues“Scanning” the Wall Street Journal as a Market Intelligence “Code”[MKTG. 490; Case Analysis Section 40 Points; Dr.