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Papers On Marketing & Consumer Behavior
Page 5 of 192

“Out of this World Superplay Action!”: An Analysis of a 1990 Advertisement in “Boy’s Life” Magazine
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A 5 page analysis of this ad by Acclaim Enterprises, Inc. This paper emphasizes the direct marketing approach. No additional sources are listed.
Filename: PPadGameSystem.rtf

“Re-Positioning a Brand: MasterCard’s ‘Priceless’ Campaign”
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A 9 page overview of the development of MasterCard’s innovative advertising campaign. This paper details the research that went into designing the campaign. Bibliography lists 3 sources.
Filename: PPmarketingMCpriceless.rtf

“Sports marketing”
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An eight page paper which looks at several aspects of sports marketing, in terms of the potential consumer base, marketing strategies, the importance of market research and the way in which these factors affect both sport itself and sports-related products. Bibliography lists 6 sources
Filename: JLsportsmark.rtf

“The Bike Guys” Expansion
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A 3 page paper examining the current situation of a small bicycle repair shop to make recommendations for expansion. The Bike Guys seeks to expand its current business but is not profitable enough to support another dedicated location. There are several alternatives available to the company; the recommendation is that it automate financial and customer records right away; take advantage of the customer base it already has developed; create alliances with local retailers; and offer maintenance and repair promotions during the slowest seasons of the year. Bibliography lists 1 source.
Filename: KSmgmtExpBike.rtf

“There Go the Little Guys…”
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A 4 page paper outlining the method by which Wal-Mart enters a new market; undercuts prices on a scale that local mom-and-pop stores cannot match; puts those stores out of business; and then raises its own prices to pre-Wal-Mart levels when local consumers have no other choices available to them. Wal-Mart is not the only big-box store that puts pressure on small local business; Home Depot and Lowe’s have the same effect without using Wal-Mart’s predatory practices. Bibliography lists 8 sources.
Filename: KSWalLittleGuys.rtf

"A Cautionary Tale of the Real Cost of Cards"
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This 3 page report discusses a December 19, 2003 article in The National Post, in which Canadian journalist, political pundit, and poet, Patricia Robertson presents what she calls "A cautionary tale of the real cost of cards." Highlights of the article regarding the current high rate of consumer credit card debt and what causes it are presented. Bibliography lists only the primary source.
Filename: BWcnsume.rtf

"Fish" Fundraiser for the Loyal Order of Moose
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This potential plan has been developed for the Moose Club as a fundraiser within their local community. It has been designed to be fun for both volunteers and participants, with the added design factor of being repeated on a yearly basis. (Bibliography lists 6 sources.
Filename: BBfish.doc

"Napster 2.0: The Cat Is Back"
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An 11 page paper discussing the marketing of Napster 2.0, the revival of the company that largely created the music download industry. Napster has the ability to regain share in the industry it helped to create. As increasing numbers of downloads are to music phones and not to MP3 players, consumers are likely to view less of a link between iTunes and iPod. Bibliography lists 14 sources.
Filename: KSmktgNapster.rtf

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