Small Business Management 6th Edition by Timothy Hatten

Exercise 4

DAPAT Pharmaceuticals DAPAT is a small manufacturer of external analgesics (pain relievers) based in Nashville, Tennessee. Its main product, called Dr.'s Cream, faced this marketing challenge: In competition with much larger makers of over-the-counter remedies (such as Ben Gay), it had to find some ways to attract customers despite having only a small advertising budget.
Macromedia, Inc
Macromedia is also in a highly competitive field- software publishing. The company makes graphic arts software tools for graphic designers, CD-ROM developers, and people who need to make "flashy" presentations. Macromedia's products are full of technical "bells and whistles," but are they enough to compete effectively? Creating computerized dancing mice could be cool, but technology alone won't sell the product.
Working in teams of no more than three, choose one of the two examples to work on. Develop an outline for a comprehensive marketing strategy for the company and its product. Be specific in defining the product, place, price, and promotion aspects.