ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Marketing at American Airlines
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A 7 page paper discussing the approaches that American Airlines is taking in marketing itself in early 2004. Long-haul carriers still have not fully recovered from the aftermath of the 9/11 attacks and the recession that followed, and American Airlines maintains some attractive offers. Most offers are attractive only to rather narrow market segments, however, and some co-branding efforts are more hype than substance, such as an alliance with Discover card that gives consumers the ability to apply for “rewards” certificates at the rate of 0.25 to 1.0 percent of non-gas purchase expenditures. American is offering more than 100 promotions at the present time, but only a few have any real value for the consumer. Bibliography lists 9 sources.
Filename: KSairMktgAm.rtf

Marketing at Compaq
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A 12 page paper discussing Compaq's marketing strategy. An adage of sales managers everywhere is 'nothing happens until someone sells something.' In reaching multi-billion-dollar size, Compaq has indeed sold 'something,' and a lot of it. The company has now turned their sales attention directly on the first-time computer buyer who would like to have a computer but has been unwilling or unable to pay the necessary price. Compaq's introduction of the $999 computer in 1997 boosted sales by 43 percent for the quarter, but other companies say that the low-end computer cannot incorporate the latest technology or be profitable Bibliography lists 13 sources.
Filename: Compaqmk.wps

Marketing at Cunard Line, Ltd.
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A 7 page paper discussing Harvard Case 5-954-046. Cunard is a century-old British luxury cruise line facing recessionary conditions in 1992 and seeking a marketing approach better than that it has been using for several years. Competition has increased in the cruise industry in the past several years, making several low cost lines available. The paper recommends that Cunard use competitors’ advertising as increasing overall awareness, then capitalizing on that increased awareness to increase its own revenues. Bibliography lists 1 source.
Filename: KScunard.rtf

Marketing at Del Monte
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A 5 page paper discussing the reasons that Del Monte cannot directly compare advertising expenditures and annual sales results. In 1999, the company spent 20 percent more in advertising and had sales 3 percent more than in 2000. The paper discusses market trends and positive research findings supporting the nutritional quality of canned foods as two reasons that Del Monte needs to employ a regression analysis of advertising-to-sales results in the short term, while realigning data collection that will make more direct comparisons more reliable in the future. Includes 2 tables. Bibliography lists 5 sources.
Filename: KSmktgDelMonte.wps

Marketing at Ford Motor Company
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A 6 page paper discussing product mix, innovation and marketing at Ford. The company has several problems to overcome, and its current activities are not likely to suffice. The truck market is declining as predicted, and more buyers are returning to passenger cars though Ford still does not have sufficient acceptance in current models. The youth market shows promise, but Ford will need to improve in its ability to attract older buyers too. Bibliography lists 6 sources.
Filename: KSMktgFord.rtf

Marketing At Gap & J. Crew
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A 10 page paper comparing these two bastions of conservative and casual clothing. Wishing to take advantage of the trendiness of hiphop, Gap completely abandoned its conservative—and better funded—customers in favor of product lines that could in no way be described as conservative. The result was that Gap lost customers in droves, and the new ones it attracted soon tired of the new image. J. Crew was built on mail order sales of clothes that could only be described as preppie, but its less than glamorous image has resulted in the company reaching $800 million in annual sales while still being privately held. About to make the same jump that Gap is now recovering from, J. Crew seems to have found an alternative approach. Bibliography lists 12+ sources.
Filename: Jcrew.wps

Marketing at Gap, Inc.
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A 6 page paper discussing Gap's return from an abandoned retailer to a dynamic supplier of casual clothes for both parents and that tween market so valuable to the company. It has made its physical locations and online store complementary rather than pit them against each other as have so many other retailers. The company strives to retain the customers it has while aggressively seeking to attract new ones. Bibliography lists 6 sources.
Filename: KSmktGap.wps

Marketing at Geico Direct
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A 5 page overview of the marketing strategies employed by Geico Direct. Emphasizes the careful selection of a customer base which is made possible through innovations in information systems. Points out that regardless of the cleverness of any particular ad, that ad will go nowhere without the infrastructure in place to support it. Geico Direct’s superstructure is its carefully selected employees and the tools which those employees have at their disposal. No sources are listed.
Filename: PPgeicoM.wps

Marketing at Kenneth Cole
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This 5 page paper examines the marketing of Kenneth Cole. Looking at the controversial advertisements which include the use of social issues as well as humour, the style of marketing and branding is considered and used to study the integration between the marketing of the bricks and mortar stores and the internet store. The bibliography cites 4 sources.
Filename: TEkennethc.rtf

Marketing at Levi Strauss
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This 7 page paper looks at the company Levi Strauss, briefly considering the background the paper considers the successful and less successful marking of the company and how this has changed. The target market are considered and the 4 P's are also included in the discussion on the company. The bibliography cites 4 sources.
Filename: TElevi02.wps