英语论文网

00CASE ANALYSIS Executive summary Augustine Medical is engaged in finalizing the Marketing program for the patient warming system named Bair Hugger® Patient Warming system, which is a device designed to control body temperature and treat hypothermia of postoperative patients. This case analysis first reviews the current technologies and products for preventing and treating postoperative hypothermia and secondly, analyzes the market potential for the Bair Hugger® Patient Warming System. On the basis of that, it outlines the pricing objectives for the system by suggesting the list price to hospitals for the Bair Hugger® Patient Warming System and the list price for both the heater/blower unit and the blankets. In conclusion, it is suggested that Augustine Medical provide the hospitals that have a potential demand for the units with them free of charge, which will allow them to penetrate the market and gain significant market share. And it will provide a greater demand for the disposable blankets, which have a greater market potential and profit margin. CASE ANALYSIS Executive summary 1. Introduction 2. Market analysis 2.1 Characteristics of technologies and products for preventing and treating postoperative hypothermia 2.2 Factors of the market potential for the Bair Hugger Patient Warming System 3. Pricing strategy for The Bair Hugger Patient Warming System 3.1 Pricing objectives 3.2 Pricing strategies 3.2.1 list price to hospitals 3.2.2 Short-run profit impact of the list price 3.2.3 List price for the heater/blower unit 3.2.4 List price for blankets 4. Conclusion 课程名称：BISUNESS TO BUSINESS MARKETING 论文：读一个案例然后分析 (结合老师提出的问题) 字数：2500 字截稿时间：4月25日学校：40位补充要求：严格按照我给你的格式来做哈佛引用。有executive summary. （包括MAIN FINDING） 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 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,