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Papers On Marketing Case Studies
Page 31 of 134

Contingency Plan
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This 4 page paper presents a contingency plan for the marketing of a travel agent based on a paper supplied by the student. Three alternate strategies are proposed and a break even analysis presented. The bibliography cites 1 source.
Filename: TETAconting.rtf

Converse Chucks
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A 4 page case study of Converse. Converse is a shoe company founded in 1908 in Massachusetts. In 1917, the company introduced a canvas, high-top shoe that it called the "All Star." In the 1920s, a semi-professional basketball player named Charles "Chuck" Taylor joined the Converse sales team and began aggressively marketing the shoe throughout the Midwest as he ideal shoe for recreation and sports. For the next four decades, "Chucks," as they became known, were the shoes to have, particularly on the basketball court. This case study of Converse and Chucks looks specifically at its branding strategy. No bibliography is offered.
Filename: khchucks.rtf

Copyright, Law and Ethics: The Pat Parker Case Study
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A 5 page discussion of the legal and ethical issues involved in the resell of research material which was originally contracted from a campaign analyst, Pat Parker, and the Democratic Party. The questions of who holds copyright to the material which was generated and the legalities and ethics of a subsequent sale by the campaign analyst are reviewed. No additional sources are listed.
Filename: PPpolRsc.rtf

Corning's Fiber Optics
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A 5 page paper discussing new focus on technology, the same one that has caused a 7-fold increase in its stock value in only three quarters. Corning is to be commended for taking a hard look at the company it had become and reinventing itself to be more responsive to today's markets in both the short and long term. It needs to continue its dedication to innovative thinking and the creation of products that will keep it at the leading edge of the telecommunications industry, so that competitors can work to keep up with Corning rather than allowing the reverse pattern to become established. Bibliography lists 5 sources.
Filename: KScorningFiber.wps

Corporate Culture and Project Implementation at McCann Erickson
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This 10 page paper looks at the ad agency McCann Erickson, its corporate culture and how it manages and implements projects. Various examples are included. The concept of corporate culture is discussed and defined. Bibliography lists 6 sources.
Filename: SA439Mc.rtf

Creating an International Market; Richgro
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This 11 page paper looks at how a product or company which is currently purely domestic may expand into an international market. The paper shows how a market could be assessed to find a good fit and then a marketing plan developed. The example used is the Australian company Richgro, manufacturer of a range of gardening products including a water retention product Ezi-Wet and a plan to enter the US market. The bibliography cites 7 sources.
Filename: TErichgro.rtf

Creating Loyalty in Airline Customers
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Creating loyalty in a customer base can create a great deal of value of an airline. This 8 p page paper looks at how marketing departments can create and use loyalty schemes to increase sales from both existing passengers and use them to attract new customers. The paper looks at a number of examples including British Airways, Delta and Virgin Atlantic. The bibliography cites 7 sources.
Filename: TEairloyal.rtf

Crestfield Furniture
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This 5 page paper examines a case study supplied by the student. A furniture manufacturer has to make a decision regarding its' marketing budget, to increase the sales force or to increase the amount of magazine advertising that is taking place. The paper considers the options using a SWOT analysis to look at the position of the firm and then makes recommendations. The bibliography cites 2 sources.
Filename: TEcreatfield.rtf

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