Case Analysis Intelligence Scanning Approach:

“Windows” (Wall Street Journal) Frame “Worlds” (Case “E” Markets) [MKTG.490; Dr. Carter]

Learning the Wall Street Journal

[Section “A”, Section “B,” Section “C,” Section “D”]

“Scanning Code”

Learning the Case Analysis Application

[“E”ducation, “E”sthetics, “E”ntertainment, “E”nterprise]

“Planning Mode”

* “MEDIUM” for Intelligence Access (“News”)

* “WINDOW” for Pattern Recognition (“Knowing”)

* “MESSAGE” of Intelligent Design (“Creation”)

* “WORLD” of Dynamic Patterns (“Commerce”)

ENVIRONMENTAL SCANNING DIAGRAM

BECAUSE MARKETING RESEARCH IS ANCHORED IN THE MARKETPLACE,

WHERE THE INTER-ACTION IS, ...

MARKETPLACE[World]

KNOWLEDGE-BASE[Well]

MEDIA-SPACE[Window]

VALUE/INFORMATION=

POWER/POTENTIAL

INTERACTIVEEXCHANGE

=DYNAMIC

ELECTRONIC ENERGY

CONTENTFORMAT

=REALITY FRAME

LIBRARYRESOURCES

=COLLECTIVE

MEMORY

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.]

2

Section A (p.1)

1 3 4

Section A (p.2)

Economy• Corporate

• Political

• Global

Section 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 • Managing

Section 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 Commodity

Section C (p.1)

12 • Equity/Fund Trends

• Stock Exchange Value

Section 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; Dr. Carter]