BankAmerica Corporation

Question number 1. The generic product type for BankAmerica's consumer loans in California is the widest range of consumer financing. With respect to product type product markets for consumer loans in California, BankAmerica offers installment loans for major appliance purchases, automobile finance loans, credit card accounts, student education loans, overdraft loans, mortgage finance for house purchases, and home equity loans. In the context of brand product markets for consumer loans in California, BankAmerica markets only a few of its loan product types under brand names. Among these are the Alpha overdraft loan account and the Visa credit card account. Question number 2. I do not agree with the bank's combat strategy against other banks. It is quite possible to operate as a profitable company without simultaneously attempting to destroy the competition. If BankAmerica were successful in destroying a major part of its competition, it would likely open itself up to anticompetitive investigations, which would not be beneficial for either BankAmerica nor the commercial banking industry.

Question number 3. With respect to consumer banking, Bank America's principal competitors in the California market are Security Pacific, Wells Fargo, and First Interstate. In the context of international lending, which BankAmerica als

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levels which offer good value. Case 52: Proctor & Gamble Co. In Cravens, D. W. Strategic Marketing, 3rd ed. Homewood, Illinois: Richard D. Irwin, Inc., 1991, pp. 624630. Question number 1. Market research and the development of strategies to serve the needs of consumers as those needs are defined by marketing research have been the keys to Proctor & Gamble's growth and successful financial performance. Question number 2. Proctor & Gamble got into trouble with both Pringle's potato chips in the United States and Pampers diapers in Japan for the same reasonit created products that it assumed were best for the market, and waited for the sales to roll in to the company. In neither instance, however, were the products what the markets were demanding. The strategies which worked to turn around each of the products in the problem markets were simply to return to what Proctor & Gamble had traditionally doneresearch the market to see what it wanted, and then change the product to meet that want. Question number 3. Proctor & Gamble devotes a great amount of resources to research in product improvement. This effort provides the company's products, including Pampers, with a theoretical advantage over competing products. Co
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Approximate Pages = 15 (250 words per page)

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