ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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CANON AND MARKETING STRATEGIES
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This 5-page paper is a marketing mix paper concerning Canon, and its copiers. The paper discusses the "4Ps" of Canon's marketing strategies and determines their effectiveness. Bibliography lists 4 sources.
Filename: MTcanmar.rtf

CARREFOUR AND THE CHINESE MARKET
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This 6-page paper examines the French company Carrefour, and the successes and challenges this "hypermarket" has experienced in entering China. Also included is an analysis of the UK's Marks & Spencer, and if its brand of retailing would be successful in China. Bibliography lists 9 sources.
Filename: MTcarref.rtf

Case Questions
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A 6 page paper discussing three short business cases. One explores the wisdom of sending a woman to Saudi Arabia to negotiate a large sale; another discusses segmenting Asian markets for upscale products; the third examines the ethics of marketing tobacco products in developing nations. Bibliography lists 2 sources.
Filename: KScaseQuest.wps

Case Report: MobileActive
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A 12 page paper. MobileActive operates within Australia's mobile services industry, in a niche that offers no subscriber services or hardware, but specializes in entertainment specific to the mobile handset. The company achieved completion of its infrastructure needs in 2007 and significantly increased profitability. MobileActive appears to be well positioned to advance with its industry in the coming years. It has achieved the necessary infrastructure; it has a broad range of products to offer to its customers; and it markets to the young people most likely to want mobile music, movies, wallpaper and other MobileActive items. Bibliography lists 11 sources.
Filename: KSmgWireComAu.rtf

Case Study: Coral Divers Resort
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5 pages in length. This is an excellent example paper that can be applied to any business. Analyzes the strategy to improve the profitability of the Coral Divers Resort. Executive summary makes recommendation based on an industry wide study. The paper explains how by enhancing assets that are already in place and doing an efficient and well thought out advertising campaign, Coral Divers Resort can increase profits dramatically within a relatively short timeframe. This comprehensive paper includes graphs for financial analysis.
Filename: JGAcoral2.rtf

Case Study: Home Depot – Customer Service Management
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A 9 page paper. Home Depot is the largest chain store in the world and it continues to grow weekly. However, in the last few years, quality of customer service has declined dramatically. This paper provides an introduction to Home Depot and reports its low ratings for customer service. The writer then recommends a program to improve customer service company-wide by following FedEx's example with Total Quality Management programs. Bibliography lists 10 sources.
Filename: PGhmdp2.rtf

Case Study: Yangpin's Noodle
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A 4 page paper. This case study is about a Chinese person who wants to open an American-Chinese restaurant in China. The essay discusses the individual's ideas and reasoning, identifies the key issues, provides alternatives and analyses of alternatives and makes recommendations. Bibliography lists 1 source.
Filename: PGyngpn.RTF

Casino Hotels
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A 5 page review and analysis of casino hotels. Bibliography lists 5 sources.
Filename: RAcsinos.rtf

Category Management
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A 20 page paper providing chapters 1 and 2 of an MBA thesis discussing category management from the retailer's perspective and hypothesizing that its use leads to greater customer satisfaction. Chapter 1 is the introduction and provides background on category management, its uses, history and development. Chapter 2 is the literature review for the project. Bibliography lists 31 sources.
Filename: KSmktgCatMgmt.rtf

Celebrity Endorsements
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A 6 page paper that discusses celebrity endorsements of various products. Using famous people to endorse or promote a product is not a new concept but it is one that is being seen a large proportion of marketing campaigns. This paper discusses the reasons for using celebrities, the need to match celebrity with product, the need for the celebrity's credibility and what companies can do to protect themselves against potential scandals involving the celebrity endorsing their products. Examples are provided. Bibliography lists 4 sources.
Filename: PGclbend.rtf