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Papers On Marketing Case Studies
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Consumer Behavior and Disney
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A 9 page overview of Disney's capitalization on consumer behavior. Ties the sense of excitement, exhilaration and discovery, one encounters when visiting a Disney theme park into the retail experience. Notes the company's history in being able to profit from this association. Bibliography lists 8 sources.
PPdisny2.wps
Filename: PPdisny2.wps
Consumer Behavior in American Adult Males
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5 pages. This is a marketing case study in the consumer behavior of American male adults between the ages of 65 to 75 years of age. Included are examples of interviews of the target population as well as general attitudes toward marketing consultants and views toward shopping for products or services as well as other consumption related factors. Bibliography lists 5 sources.
Filename: JAconbeh.rtf
Copyright, Law and Ethics: The Pat Parker Case Study
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A 5 page discussion of the legal and ethical issues involved in the resell of research material which was originally contracted from a campaign analyst, Pat Parker, and the Democratic Party. The questions of who holds copyright to the material which was generated and the legalities and ethics of a subsequent sale by the campaign analyst are reviewed. No additional sources are listed.
Filename: PPpolRsc.rtf
Corning's Fiber Optics
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A 5 page paper discussing new focus on technology, the same
one that has caused a 7-fold increase in its stock value in only three quarters. Corning is to
be commended for taking a hard look at the company it had become and reinventing itself to
be more responsive to today's markets in both the short and long term. It needs to continue
its dedication to innovative thinking and the creation of products that will keep it at the
leading edge of the telecommunications industry, so that competitors can work to keep up
with Corning rather than allowing the reverse pattern to become established. Bibliography
lists 5 sources.
Filename: KScorningFiber.wps
Corporate Culture and Project Implementation at McCann Erickson
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This 10 page paper looks at the ad agency McCann Erickson, its corporate culture and how it manages and implements projects. Various examples are included. The concept of corporate culture is discussed and defined. Bibliography lists 6 sources.
Filename: SA439Mc.rtf
Creating an International Market; Richgro
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This 11 page paper looks at how a product or company which is currently purely domestic may expand into an international market. The paper shows how a market could be assessed to find a good fit and then a marketing plan developed. The example used is the Australian company Richgro, manufacturer of a range of gardening products including a water retention product Ezi-Wet and a plan to enter the US market. The bibliography cites 7 sources.
Filename: TErichgro.rtf
Crisis and Change
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This 12 page paper considers a company in crisis and how theories of change explain how changes occurred. The company chosen is Marks and Spencer, who lost sight of the market they were selling to, and had to make several changes before they managed to reverse the decline. The bibliography cites 8 sources.
Filename: TECrimarks.rtf
Customer Retention by Use of the Customer Corridor;
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This 15 page report style paper considers the use of the customer corridor in retaining and developing long term relationships between suppliers and their customers as well as attracting new customers. The paper is written in report format, heading were supplied buy the student. The paper concentrates on the example of Cadbury Schweppes, but may be equally applied to any other company in a commercial environment. The paper includes two flow carts and the bibliography cites 10 sources.
Filename: TEcusco2.wps
DAD'S PET CARE COMPANY
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This 16-page paper discusses a marketing case study for Dad's Pet Care, a pet food company that is regional and family owned. Topics discussed include branding, marketing, the target market and media placement. Bibliography lists 5 sources.
Filename: MTdadpec.rtf
Daugavpils; A Long Term Approach to Marketing the City
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This 16 page paper considers the run down city of Daugavpils and considers how the city may be developed to attract both business investors as well as tourists. The writer takes an holistic approach, considering looking at the product, in this case a city, and looking at what can be undertaken in a practical manner to prepare the area for a marketing campaign. The proposed plan involves the maximization of the existing resources and local attributes and minimizing the local problems.
Filename: TEdaugav.wps
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