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Papers On Marketing & Consumer Behavior
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Keki Bhote/Beyond Customer Satisfaction to Customer Loyalty
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A 10 page analysis of Bhote's new theories on how American business can achieve long lasting success. Bhote's book argues against the popular notion that if a company adheres to high quality standards, sales will take care of themselves and says that this contains an inherent fallacy-- namely, that customer satisfaction is not the same thing as customer loyalty. No additional sources cited.
Filename: 90bhote.rtf

THORNTONS AND MARKETING
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This 8-page paper concerns the Thorntons Co., which manufacturers and distributes chocolates and other confectionery's throughout the United Kingdom. The paper focuses on Thorntons marketing plan, provides a PEST and SWOT analysis and then offers recommendations for a successful marketing mix. Bibliography lists 2 sources.
Filename: MTthornt.rtf

Strategic Market Management
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This 14 page report discusses the basics of strategic market management. In terms of the larger strategies involved in market management, strategy and specific management objectives must be truly responsive to both consumer needs and desires. These are very much the attitudes necessary for success in strategic market management as the world moves into the 21st century. The key to success in the face of global competition is to find the specific and unique niches that are not being served as well as they could be and then either exert or develop an organization’s strength and expertise. Bibliography lists 16 sources.
Filename: BWmkt3.rtf

Significance of the Software Development Life Cycle at Dupont Yard
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An 8 page research paper that is written in the form of an investigative report into the how a planned software development program for a corporation failed to meet its stated objectives. The writer details what went wrong and gives suggestions that can be implemented to facilitate the software development life cycle in the future. Bibliography lists 3 sources.
Filename: 90sftwrd.rtf

Sucessfully Bringing Software To The Marketplace
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A 10 page paper discussing the key components of a successful software launch. What are the problems facing developers? How can they be resolved? Bibliography lists ten sources.
Filename: Software.doc

THE SOCIAL-CULTURAL ENVIRONMENT OF MARKETING
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This 5-page paper explains the social-cultural environment of marketing. Issues discussed include international marketing, the importance of culturalism in any marketing plan and the concept of consumerism. Bibliography lists 4 sources.
Filename: MTsocuma.rtf

FACTORS IN SALES SUCCESS
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This 5-page paper answers what factors determine success in sales. The paper focuses on customer service and self-management as two factors. The other issue the essay discusses is performance measurement in sales. Bibliography lists 8 sources.
Filename: MTsalfac.rtf

Marketing Used in the 1992 Presidential Campaign
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A 6 page paper exploring the marketing maneuvers of the 1992 presidential campaign. Stresses that it is marketing that determines our political leaders and gives numerous examples of the marketing strategies used by Bill Clinton, George Bush, and Ross Perot. Bibliography lists 6 sources.
Filename: Presmark.wps

Marketing Cigarettes To Adults
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An 8 page paper discussing a plan for marketing cigarettes to adults currently smoking. The target market is young (20s) adults of lower-middle income with a high school education and perhaps some college. Because of ethics issues of marketing tobacco to minorities and because of demographic data indicating that Caucasians exhibit the highest smoking rates, these cigarettes will be marketed only to Caucasian consumers, and primarily to men. This brand is to be manufactured solely from domestically-grown tobacco, unheard of in today's market, that carry no possible residues of pesticides accepted in foreign countries but not labeled here for use on tobacco. Being made of totally domestically-grown tobacco will result in the final product carrying a slightly higher price than its competitors, but it will be marketed on the basis of its higher quality resulting from the same reason. Bibliography lists 5 sources.
Filename: Cigmkt.wps

MARKETING STRATEGIES AND SOAP SUDS
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This 15-page paper examines marketing theories such as the 4 Ps and SWOT as they pertain to a specific product which is, in this case, laundry detergent. The paper defines the theories and uses them to help market the detergent. Also included is financial information about Proctor and Gamble as an example of an income statement. Bibliography lists 4 sources.
Filename: MTmarsoa.rtf

LOCATION AND COMPETITION
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This 5-page paper examines the competitive advantage of location to various firms. In answering this question, we examine two industries -- the home improvement industry (Home Depot and Lowe's) and the office supply industry (OfficeMax, Staples and Home Depot). Bibliography lists 4 sources.
Filename: MTloccom.rtf

EXPORTS, LICENSES, JOINT VENTURES AND WHOLLY-OWNED SUBSIDIARIES
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This essay explains the difference between exporting, licensing, joint ventures and wholly-owned subsidaries, particularly as this pertains to doing business in foreign markets. Also included are benefits and disadvantages to each tool of market entry. Bibliography lists 3 sources.
Filename: MTexport.rft

Retailing Harry Potter
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A 4-page Promotional Price analysis on Harry Potter books and movies. The author addresses how this book is being promoted in the television, print, internet/point-of-sale media. Bibliography lists 5 sources. JVpotret.rtf
Filename: JVpotret.rtf

The Internet, International Marketing And Pacific Bell
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A 12 page paper. Electronic commerce is growing exponentially. More than 2,000 businesses go online each month, yet, the one industry one would expect to find exploiting this medium - the telecommunications industry - has been the slowest to enter the medium. This paper discusses the telecommunications industry and electronic commerce, then, focuses on one company, Pacific Bell. The paper provides steps Pacific Bell must take to enter international marketing on the Internet and discusses the impact this venture would have on the company. Information is appropriate for any telecom company. Bibliography lists 18 sources.
Filename: PGpac.wps

Liquid Candy Wars / Coca-Cola Versus Pepsi
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6 pages in length. It is a well-known fact that Coca-Cola and Pepsi have gone head to head in competitive business for many years, and have struggled to lure the consumer away from each other. Although Coca-Cola has maintained a healthy lead over Pepsi, Pepsi is in fact becoming a formidable opponent. This paper examines the tactics used by Coca-Cola and Pepsi and looks at the diverse strategy used to attract the attention of the customer. Bibliography lists 6 sources.
Filename: JGAcolas.rtf

Entrepreneurial Use Of The Internet
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A 6 page paper discussing some of the reasons for the raging success of some businesses in Internet sales, while others languish and complain that it just hasn't worked for them. The bottom line is that there is incredible potential for success on the Internet, but businesses must make it easier for consumers to find them and conduct business with them. The successes of Dell and Netscape can be used as readily available 'how to' manuals: they offer full information on the product; they ask the consumer to purchase from the web site; they make site purchases easy; they offer guarantees of satisfaction. Bibliography lists 4 sources.
Filename: NetEntr.doc

Industrial Marketing in the 1990s
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An 18 page research paper that examines how marketing has changed during the 1990s. Specifically looking at how these changes have impacted IBM and the personal computing industry, the writer analyzes the changing landscape of industrial marketing and the forces that shape today's marketplace. Bibliography lists 13 sources.
Filename: Indmark.wps


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