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Papers On Marketing & Consumer Behavior
Page 141 of 192

REVIEW OF DISTRIBUTION TUTORIAL (KNOWTHIS.COM)
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This 5-page paper provides a review of a Distribution tutorial on Knowthis.com. Bibliography lists 2 sources.
Filename: MTdistutor.rtf

Review of Three Websites
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A 5 page paper comparing ease of navigation, privacy policy and market targeting at the websites for PC Pitstop, Nor'easter Surf Shop and Ameritrade. These sites are intriguing in the variability among them. The existing privacy policies are significant in their differences, and that Nor'easter has none is chilling. PC Pitstop by far is the easiest to navigate, but all accomplish their purpose of sufficiently targeting their markets. No additional sources listed.
Filename: KSwebRev2.rtf

Reviews of "Increasing Customer Retention Potential" and "Marketing Myopia"
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A 3 page paper reviewing 2 articles. The customer retention article addresses the banking industry; the other is a 1998 assessment of nine types of myopia common to health care. Each has lessons for a wide range of industries, including the message that retaining a customer is far less costly than attracting and developing a new one. Bibliography lists 2 sources.
Filename: KSmktArtRevKas.rtf

Richard Krueger's Focus Groups - A Lesson in Serendipity
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A 5 page paper that examines the 1994 book by author and professor Richard Krueger entitled Focus Groups: A Practical Guide for Applied Research. Discussed are the book's purpose, points and presentation, its contributions and shortcomings, and its recommended readership. Also included is a brief discussion on the differences between quantitative and qualitative research techniques. Bibliography lists 1 source.
Filename: LCFocus.doc

RJR AND PM: MARKETING CIGARETTES
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This paper examines how RJ Reynolds and Philip Morris have been able to continue marketing their tobacco products to consumers, despite the 1998 settlement against Big Tobacco that required cigarette manufacturers to cut back on advertising. Bibliography lists 6 sources.
Filename: MTrjrpmu.rtf

ROADMAP FOR A PUBLIC RELATIONS CAMPAIGN
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This 8-page paper covers the steps to building a successful public relations campaign. Bibliography lists 4 sources.
Filename: MTpubrelex.rtf

Robert Mondavi and the Wine Industry
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A 9 page paper discussing the structure of the global wine industry, how it was changing in 2001 and Mondavi's place within it. Based on the Harvard Case 9-302-102, the paper makes recommendations for how Mondavi can take advantage of the changes in the industry while adhering to its commitment to organic growth. Bibliography lists 3 sources.
Filename: KSmktgMonda.rtf

Rocky Mountain Chocolate Factory’s External Environment
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A 3 page paper assessing the external environment in which this franchise operation operates. Recently featured on the Food Network, it is quality and luxury – undergirded by people’s love of chocolate – that drive the company’s success in any local market. Mass-produced boxed chocolates are available everywhere, but freshly-made chocolate products are not. Rocky Mountain Chocolate Factory fills that void very well. Bibliography lists 4 sources.
Filename: KSmgRockyChoc.rtf

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