ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Marketing Issues; Segmentation
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This 14 page paper looks at the issues and the challenges for the marketing managers in consumer goods companies when applying market segmentation including why market segmentation matters and how it relates to target marketing and positioning. The bibliography cites 10 sources.
Filename: TEsegments.rtf

Marketing Keebler (Kellogg) Cookies
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A 7 page paper discussing use of the marketing mix to enhance cookie sales at Kellogg. This paper differs from another of the same name in that the only "p" of the marketing mix discussed is that of place. Includes a SWOT analysis. Bibliography lists 7 sources.
Filename: KSmktgCook2.rtf

Marketing LA Gear Shoes
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An 8 page paper discussing ways that LA Gear, the third-largest manufacturer of athletic shoes in 1990, can effectively target the men's shoes market after having been noted as the primary supplier of fashion athletic shoes for women. The paper includes SWOT and BCG analyses, and recommends that LA Gear introduce an upper-end line that can justify higher prices and win over the men who want more technically advanced shoes. No sources listed.
Filename: KSLAGear.wps

Marketing Land Rover in the US
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An 11 page paper discussing possible approaches for British Land Rover to take in entering the US market and then expanding its market share to the level it desires. Land Rover is a niche marketer and intends to remain such. Its products are luxurious but also of high quality and durability, all characteristics sought by those customers already collectively comprising Land Rover's typical customer. That typical customer is older, more highly educated and more financially successful than are purchasers of other SUVs. The paper recommends that Land Rover North America locate some of its oldest vehicles still in service to use in promotions highlighting Land Rover's durability and superlative quality. Based on facts presented in Harvard Case 9-596-036. Bibliography lists 1 source.
Filename: KSlandRov2.wps

Marketing Low Cost Airlines in the UK - Primary Research and Results
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This 14 page paper is the second of a set of two papers. This paper presents the primary research looking at how low cost airlines should be marketed in the UK. This paper conducts the primary research, presenting the tools and that were used, including a fictitious questionnaire or survey and then present the finding with results. The bibliography cites 4 sources.
Filename: TElowairco2.rtf

Marketing Low Cost Airlines in the UK - The Proposal and Literature Review
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This 11 page paper is the first of two papers. The paper gives a proposal for research to identify to most effective ways of marketing low cost or budget airline companies in the UK. This first paper starts with a proposal, which includes justification for the research and a methodology. The paper then undertakes a literature review looking at the way marketing takes place. This section uses a case study to look at how one successful company; EasyJet is marketed and how the marketing forms a part of their core strategy and is both supportive and reflective of the company culture. The bibliography cites 7 sources.
Filename: TElowairco.rtf

Marketing Mac Computers
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This 14 page paper begins by describing the very first television commercial for the Macintosh Computer in 1984. That ad set the tone for Apple's marketing of this brand for the future. The writer describes several of Apple's campaigns for the Mac, demonstrating the company's creativity and innovative approach to marketing. Other marketing strategies, such as promotions and joint campaigns are reported. Suggestions are offered at the end. Bibliography lists 18 sources.
Filename: PGmacmk5.rtf

Marketing Management
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The Sports Drink Industry: 8 pages in length. Although foods account for more than fifty percent of its sales, beverages have become its strongest unit for the Quaker Oat Company, the manufacturers of the popular sports drink, Gatorade. This paper focuses on how Quaker segments the sports drink market, what the future marketing plans are, as well as past marketing strategies. Bibliography lists 12 sources.
Filename: JGAquakr.wps

Marketing Management / Customer Satisfaction & Profitability
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This 5 page paper discusses the relationship between customer satisfaction and profitability. Even in today's fiercely competitive market, some executives believe the two are mutually exclusive but other executives recognize that they are integrated. These opinions are discussed with examples. Bibliography lists 5 sources.
Filename: PGcussat.wps

Marketing Management in Commercial Real Estate
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A 10 page paper discussing factors to consider in marketing the commercial real estate business. Marketing is always important to the commercial real estate firm, but never more so than now. The current economic slowdown brings a need to more carefully target the marketing message, but also to make it available in a greater variety of venues including the Internet. Macroeconomic indicators should influence marketing efforts, for marketing needs to be more intense in times of diminished economic activity. Includes an abstract and outline. Bibliography lists 11 sources.
Filename: KSmkComRE.wps