ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Marketing Questions: Segmentation II
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A 3 page paper answering 2 questions. One asks how to segment Europe to establish a realistic target market, the other asks how a firm with a small market share can increase its product positioning intensity. Bibliography lists 4 sources.
Filename: KSmktgQuSeg2.rtf

Marketing Questions: Globalization
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A 3 page paper answering – with no introduction or conclusion – this question: “A large U.S. firm that serviced a number of U.S. headquartered business firms has received increasing pressure to globalize its activities by opening offices in Europe, Japan, Mexico, and South America. Discuss problems the company may face in going global.” Bibliography lists 4 sources.
Filename: KSmktgQuGloAdv.rtf

Marketing Questions: Mass Customization
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A 7 page paper in two parts, each addressing separate marketing questions. Part I discusses a 2004 magazine article addressing the shift from mass marketing to "micro marketing" and what it could mean to marketers, consumers and the US economy. Part II assesses primary product categories and market segments of Amy and Air Force Exchange Services (AAFES), the company that operates post exchange stores on US military bases. Bibliography lists 3 sources.
Filename: KSmktgQmassCus.rtf

Marketing Report; Container Shipping in the Mediterranean
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This 18 page paper examines the container shipping industry in the Mediterranean. The paper looks at the trends and the demand in the market, the patterns of market growth, the projected future and the companies that are competing in the market along with a consideration of the market structure. The paper considers the way a company new to the area may enter the market, including the potential ports of call. The bibliography cites 8 sources.
Filename: TEcontmed.rtf

Marketing Research for Kudler Fine Foods
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A 3 page paper discussing aspects of marketing research that a small grocery business could consider. The marketing information system is comprised of internal data, marketing intelligence and marketing research. Each form of information has its place, and the total perspective that each form combines to provide can enlighten Kudler Fine Foods' marketing efforts. Bibliography lists 2 sources.
Filename: KSmktgResKud.rtf

Marketing Research for Sports-Related Products
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An 8 page paper discussing the need for market research to be valid and of good design. Market research far too often is an exercise in sloppy design and technique, seemingly done only for the purpose of saying it has been. Conducting research can be an expensive activity, and today’s organizations need to gain as much value from every dollar as possible. Marketing sports items can be more difficult than marketing more generic products, and the successful company needs to ensure that its research practices are sound and free of unintended bias. Bibliography lists 8 sources.
Filename: KSmktgResSpts.rtf

Marketing Research Proposal
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This 10 page paper is a sample proposal. The proposal is to carry out research for a holiday company. The paper outlines the brief, the objectives, the research deign, data collection, data analysis, timetable, budget and consideration of personnel. The bibliography cites 14 sources.
Filename: TEmarpro.rtf

Marketing Research Proposal Targeting a Specific Population
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This 10 page report discusses the issues surrounding marketing research and a proposal for the appropriate market research as associated with a home office work chair designed, produced and marketed by the fictitious company 'HomeWorkInk' for the female home office owner. Bibliography lists 10 sources.
Filename: BWmkt.rtf

Marketing Research Study Critique
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A 3 page research paper/critique of a market research study that addresses the features of what constitutes an effective Yellow Page ad. Fernandez and Rosen (2000) conducted a study that recruited 601 patrons of shopping malls in three cities to give their view on simulated Yellow Page ads. The ad information pertained to either florists or caterers, was generally stated or pertained to the product involved, with some ads containing color and some without color (Fernandez and Rosen, 2000). This research found that businesses that advertised using color in their ads were more likely to be called by the study respondents than businesses whose ads did not use color. Bibliography lists 2 sources.
Filename: khyepgad.rtf

Marketing Research Study; Marketing Techniques Used by NBA Teams
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This is 4 page paper reviews a research article investigating the marketing of NBA teams. The paper summarises the article which assesses the value of different marketing techniques to increased attendance gains as it is perceived by the NBA marketers and the attendees. The bibliography cites one source.
Filename: TEnbamark.rtf