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Papers On Marketing & Consumer Behavior
Page 183 of 192

Training Dealers
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A 5 page paper evaluating alternatives available to Radio Palermo, an Italian manufacturer of short-wave amateur radios that is well accepted in Europe but has poor sales in the US. The company and its US dealers are at an impasse, with Radio Palermo insisting that dealers train their sales people better and dealers retorting that they are unwilling to give Radio Palermo any more attention than their other 150 vendors. The paper recommends developing a training program for dealers and their salespeople. Bibliography lists 5 sources.
Filename: KSmktgPalRad.rtf

Transport Service Marketing And Service Quality Issues
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This 4 page paper examines the issue of marketing and quality measurement in the transportation services, such as airlines, train and ship companies. The paper looks at how marketing may face different challenges, how they have been overcome and the way that quality measurement may be used to enhance marketing. The bibliography cites 6 sources.
Filename: TEtransmkt.rtf

Trouble Shooting in Services Industries
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Companies providing services to consumers, such as in the tourism industry, need to understand where there may be gaps in the services that are provided and the services expected. This 3 page paper discusses 4 potential gaps considering the causes and potential solutions. These four gaps are the gap between a customer expectation and the expectations perceived by management, the Gap between the management perceptions and consumer expectations and the way it is translated into service quality specifications, the gap between service quality specifications and the delivery of those specifications to the customer and the gap between the service delivered to customers and the external communication about the service. The bibliography cites 4 sources.
Filename: TEgapserv.rtf

Tutorial: Marketing Research Proposal
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A 8 page paper that provides a model for a marketing research proposal. The paper includes the components a consultant would typically include in a proposal to win a marketing research project contract. The writer also provides additional suggestions in tutorial format. Bibliography lists 2 sources.
Filename: PGmkt5.wps

Tutorial: Shiseido - Marketing In China
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An 8 page paper. This is a tutorial paper that interweaves suggestions to the student throughout the sections of the paper. Topics include: decision-making frameworks, Shiseido Company, marketing plan for Shiseido in China, competitive analysis, marketing strategy. Bibliography lists 3 sources.
Filename: PGshise.doc

Two Approaches to Discrimination
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A 3 page paper discussing discrimination in the marketing context. There are no social issues at work here, aside from the empirical research that has gone into determining the best approaches to gauging consumer discrimination. Some have claimed that segmentation has gone too far at the expense of synchrony, but there appears to be little empirical research to support those claims. Current research still concludes in favor of the segmented market approach, but there are indications that a broader approach may regain favor in the future. Bibliography lists 4 sources.
Filename: MktgSegm.wps

Two Consumers; A Comparison of Purchase Processes and Influences
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There are many influences in the way consumers choose to make purchases. This 15 page paper looks at consumer behavior during a public holiday period and assesses the way that this will impact on different types of consumers. Christmas is used as an example where there is ritual consumption and the two example consumers are a grandfather with a high level of disposable income who loves Christmas and a single man on minimum wage who is more cynical. The influences purchase theory and the way that it emerges is considered with reference the way that the Christmas purchases are made. The bibliography cites 5 sources.
Filename: TEtwocons.rtf

Two Questions on Market Research
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5 pages. Discussion on two market questions concerning the difference between marketing a product or service, as well as how to go about carrying out market research and the necessary data involved. Bibliography lists 3 sources.
Filename: JGAmkrch.wps

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