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Papers On Marketing & Consumer Behavior
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Marketing Questions
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A 3 page paper answering 3 marketing questions: why media is more effective in inducing consumer behavior; how retailers can carry private labels without passing on savings to customers; and distinctions between general public relations, marketing public relations and publicity. Bibliography lists 2 sources.
Filename: KSmktgBrandQ.rtf

Marketing Questions
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This 5 page paper answers four questions; how marketing may different between large and small organizations, the value of psychographics in marketing, how ethnical marketing occurs and different launch styles. The bibliography cites 5 sources.
Filename: TEmarqu1.rtf

Marketing Questions
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This 5 page paper considers two questions, The first asks why a fast food chain such as McDonald’s may decide to accept credit cards, the second considers how a university may market to a company using the 4 P’s.
Filename: TEmarqu3.rtf

Marketing Questions
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A 6 page paper answering four questions about customer relationships. Questions include as topics customer value; six buyer-readiness stages; and three steps in building customer relationships. Another question asks which is preferable: sound strategy with poor implementation or mediocre strategy with excellent implementation. The paper maintains that excellent strategy is always preferable, that implementation is much easier to change and risks less loss of market share. Bibliography lists 8 sources.
Filename: KSmktCRMmgmt.rtf

Marketing Questions
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This 7 page paper answers three sets of questions posed by the student concerning ways that firms undertake market research. The first looks at the different types of observational market research and then discusses the way mystery shoppers can be used. The second part of the paper looks at how market research can go wrong if it is not planned correctly and how to assess unexpected results. The last part of the paper discusses the way products may be assessed before they are launched. The bibliography cites 4 sources.
Filename: TEMRquest.rtf

Marketing Questions
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An 8 page paper answering questions about Super Bacteria and Brand Man video cases and printed summaries; retail store critique; and advertising critique using two TV commercials (Quilted Northern and Little Debbie). No sources listed.
Filename: KSmktgCommQu.rtf

Marketing Questions: Segmentation
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A 3 page paper defining and discussing market segmentation, target marketing and positioning. The paper uses Nike as an example in both of the questions answered in this paper. Bibliography lists 4 sources.
Filename: KSmktgQuSeg.rtf

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


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