ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Marketing to the Cattle Market
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This 12 page paper considers the case of Pfizer, a drug company selling drugs to the cattle market. The company has segmented the market according to herd size, but this marketing strategy is now dated. The paper looks at the reasons why this strategy may be out of date and how the compnay can determine new segments and then use them to help develop a new marketing strategy. The bibliography cites 8 sources.
Filename: TEcattlm.rtf

Marketing To Today's Consumers
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A 5 page paper that investigates the attitudes of today's consumer and the effect this has on marketers. Comments from Hugh Mackay provide a foundation for part of the paper. Specific marketing approaches are included. Bibliography lists 5 sources.
Filename: Mktgcons.wps

Marketing To Urban African-Americans & Hispanics
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A 16 page paper discussing ethnic marketing. In today's business climate, every business must make the most of every opportunity it discovers. The urban African-American and Hispanic markets are formidable already, and only growing in their influence. Both segments carry the potential to significantly affect the fortunes of those companies offering products and services useful to them, but businesses at the same time must be responsible in their pursuit of these two segments. Bibliography lists 15 sources. Mkt-City.wps
Filename: Mkt-City.wps

MARKETING TO YOUNG HAIRDRESSERS
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This 6-page paper provides some insights on how to market scissors to hair stylists. The paper also touches on business-to-business marketing. Bibliography lists 2 sources.
Filename: MTmarkhair.rtf

Marketing Tobacco Products; The Ethical Issues
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This 4 page paper considers a case study supplied by the student. The case looks at the marketing of tobacco products by US companies to developing countries and considers whether this may be as ethical taking into consideration a range of outcomes including social and economic. The paper also discusses whether it would be right to prevent tobacco companies from marketing despite selling a legal product. The bibliography cites one source.
Filename: TEtobethic.rtf

Marketing Tourism
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This 14 page paper is written in 2 parts. The first considers how marketing by the UK Tourist boards compares to traditional marketing, looking at the similarities and the differences. The second part then plans a tour for visitors to the UK. This starts by identifying a target market and then planning and five night tour of the UK taking in areas such as Kew Gardens, Hampton Court, Windsor Castle, Stonehenge, Bath, Cheddar Gorge and Warwick Castle. The paper gives a full itinerary. The bibliography cites 5 sources.
Filename: TEtourguide.rtf

Marketing Toy Helicopters
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A 5 page paper discussing the dilemma of Majestic City Helicopters. The company began retailing toy helicopters in 1994 after realizing that the core business of providing helicopter tours of London likely had little room for any further growth. Business was promising enough at the beginning, but since has declined each year. A marketing consultant has made suggestions; it is now left to the company to decide what it will implement and how it can best approach increasing sales of its toy helicopters. The paper suggests moving away from the mass market to upscale outlets and otherwise addressing its marketing mix. Bibliography lists 8 sources.
Filename: KSmktgHelicop.rtf

Marketing Toys at Wal-Mart
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A 5 page paper using a "USA Today" article to assess Wal-Mart's effect on the toy industry and on retailers focusing on toys. Toys 'R' Us has threatened to exit toys, and the industry is considering other channels that may be available to it if the toy retailer goes forward with that possibility. The paper discusses considerations in establishing prices and the use of loss leaders. Bibliography lists 3 sources.
Filename: KSmktgToyWal-M.rtf

Marketing Traditional Chinese Medicine
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A 9 page paper discussing the feasibility of Good Health Hong Kong, manufacturer of formulations used in traditional Chinese medicine and operator of traditional pharmacies, expanding to London, San Francisco, New York and Sydney. The paper discusses the rise of the mainstream medical community in the US, the trend toward increased patient involvement in their own health care and the growing interest in traditional Chinese medicine formulations and techniques throughout the West. Australia is the most liberal of the three nations; England's medical community is trying to honestly assess traditional Chinese medicine; the medical community in the US continues to discount any value at all. Increased patient involvement in the US provides a positive environment there. Bibliography lists 6 sources.
Filename: KSmktgChinMed.wps

Marketing Trainers
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This 11 page paper looks at the market for trainers or sports shoes, considers the motivation of the buyers how consumers may the decision to make a outraces and considers what impact this will have on the way marketing should be undertaken by companies in this sector. The paper uses examples from Nike, Reebok and Adidas to illustrate the points raised and show how marketing may be most effective in appealing to the buyers in this market. The bibliography cites 10 sources.
Filename: TEtrainers.rtf