ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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MOVING FROM TRADITIONAL TO CUSTOMER-TARGETED MARKETING
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This 7-page paper discusses the concepts of traditional marketing (the marketing mix, 4Ps) as compared to the more consumer-centric customer-targeted marketing (also known as relationship marketing). The paper also discusses how an organiztion needs to change its behavior to embrace customer targeted marketing. Bibliography lists 7 sources.
Filename: MTtrcumk.rtf

Moving the 49ers to Santa Clara
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A 4 page paper providing an overview for a PR campaign to assist in successfully moving the NFL football team the San Francisco 49ers out of San Francisco. The team seeks to move 45 minutes south to Santa Barbara. Bibliography lists 4 sources.
Filename: KSmktgPR49ers.rtf

Moving Toward Effective Supplier Relationship Management
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A 4 page memo arguing in favor of enhancing supplier relationships in a formal supplier relationship management (SRM) strategy. The paper proposes that the company begin assessing our current suppliers (i.e., known entities) in terms of their ability and willingness to reliably serve as sole suppliers in the future, followed by working toward developing closer relationships with those that appear to be most capable of becoming sole suppliers for the goods and services purchased from them. Bibliography lists 3 sources.
Filename: KSsupChnSRM.rtf

MphasiS BFL as an Acquisition Target
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A 6 page paper discussing aspects of intended acquisition of a majority stake in Indian MphasiS BFL by Texas-based EDS. MphasiS BFL is a respected company with business results that are more than only acceptable. Its volatile stock price can be expected to settle in the future as the Indian IT market ceases to grow at such rapid rates and allows individual companies to reach equilibrium. An American company can find several good reasons for acquiring a majority stake in the company, and those same reasons will be beneficial for MphasiS BFL in that it likely will gain additional US business when it can operate with a well-known American name such as EDS. Bibliography lists 6 sources.
Filename: KSmgmtMphaBFL.rtf

MphasiS BFL Limited
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A 9 page paper that discusses MphasiS BFL Limited, a company in India that offers business process outsourcing (BPO), information technology (IT) and software development services. The writer provides an overview of the company and comments on why it is ripe for merger or acquisition. The paper discuses three possible futures for the company and then provides a SWOT analysis. The recent offer from EDS is reported. Bibliography lists 11 sources.
Filename: PGmphs.rtf

Mr. Singh and Ms. Telefaro
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This 5 page paper plans a meeting between Ms. Telefaro, an American and Mr. Singh, who comes from India, so that it will be productive, smooth and provide a solid basis for a continuing business relationship. Bibliography lists 3 sources.
Filename: HVSingh.rtf

MRI Finance
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A 7 page paper discussing usage and cost considerations for North Carolina Wayne Memorial Hospital. Located in a rural area without a city of any great size within a comfortable driving distance, North Carolina Wayne Memorial can use the experiences of other hospitals and the profits generated by their MRI capabilities as justification for adding MRI to its own list of services. Costly at a price of $2.6 million including installation, the existing MRI machine at another hospital generates more than $4.8 million in revenues annually. North Carolina Wayne Memorial can justify purchasing and installing MRI equipment solely as a sound business decision, even before evaluating the medical benefits it provides. Bibliography lists 6 sources.
Filename: KSmriFin.wps

Multicultural Communication in the Work Place
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This 18 page paper looks at the way problems may occur when there are employees in the workplace from different cultures. The paper uses the examples of two employees; one from the Philippines and one from Ecuador. The paper starts with an introduction explaining why research is important. Hofestede’s model is discussed and used as a framework to examine the differences between the two cultures before recommendations are made to help the employer overcome the culture clashes. The bibliography cites 11 sources.
Filename: TEmulcomm.rtf

Multicultural Communication; Potential Difficulties
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This 3 page paper considers the problems and potential resolutions to difficulties in communication in a multicultural environment. Using the example of an Italian employee in an American workplace environment the paper demonstrates how misunderstanding can take place and escalate, and then discusses the way in which the problem may be resolved. The bibliography cites 3 sources.
Filename: TEmulticom.rtf

Multicultural Marketing / Article Review
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A 2 page article review dealing with the importance of multicultural consciousness in creating advertising messages and themes in today's more "diversified" world. Full bibliographic citation for the source is included.
Filename: Markarti.wps