ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Cell Phone Market in Taiwan
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This 10 page paper examines the cell phone handset market in Taiwan. The paper looks at the way the market is segmented, the leading brands including Nokia, Motorola and BenQ. The paper considers how the handsets are marketed, performs a SWOT analysis and explores different approaches seen between the companies and between Taiwan and the US. The bibliography cites 7 sources.
Filename: TEtaiwcell.rtf

Challenges of the Retail Market in Chile
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This 8 page paper looks at an issue concerned with doing business in Chile. Most goods will be sold through retail outlets, or resellers, however the retail industry and structure in Chile is different from the retail markets seen in many other countries. The paper looks at the structure and patterns seen in the retail industry in Chile with a focus in the grocery and department store segments. The bibliography cites 8 sources.
Filename: TEchileretail.rtf

Changes in Advertising over the Last Half Century
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A 6 page paper focusing on the change of influence of advertising elasticities. The question being considered here is, “The Elasticity of advertising has been falling since the mid 1950s for most products and for most industries. Does this mean the end of formal promotion techniques?” The short answer is that it does not. The justification for this answer takes the form of a brief discussion of the 4 Ps of marketing that emphasizes promotion. The paper also provides some historical perspective regarding consumers’ desire for value. Bibliography lists 7 sources.
Filename: KSmktgAdvert1950s.rtf

Changes in Advertising Since the 1950s
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A 7 page rewrite of the paper titled, “Changes in Advertising over the Last Half Century” containing much of the same text but presented from a different perspective. This paper includes more information about how advertising was done in the 1950s and why advertising elasticity measures were more applicable then. The landscape has changed dramatically, however, and the 1950s adage, “you get what you pay for” generally no longer applies. Formal promotion techniques still are relevant, but in a different form than that which was relevant a half-century ago. Bibliography lists 7 sources.
Filename: KSmktgAdvert1950s2.rtf

Changes In Consumer Behavior & Their Implications for Marketers
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A 33 page paper taking a general look at marketing and consumer behavior since the 1920s, when widespread use of electricity and economic prosperity gave rise to marketing in earnest. There was growing discontent with promises made vs. product delivered by the 1950s; the current consumerism movement was crystallized in 1962 with the Consumers' Bill of Rights. When consumers demanded value in their purchases, they increasingly turned to Japanese companies to study their methods of manufacturing only to discover that the Japanese had raised to an art form the same principles of continuous process improvement and high quality that American manufacturers had eschewed after World War II. It was TQM, and they called it a 'Japanese' technique. American manufacturers have rectified most of their quality problems, and now court the American consumer in relationships, are environmentally aware and make increasing use of the Internet in order to market to one at a time. Bibliography lists 20+ sources.
Filename: Consume.wps

Changes in Marketing Communications
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A 7 page paper assessing the pertinence of manufacturers’ brands in today’s markets. The concept of manufacturers promoting their own products may well be obsolete. Though it can be argued that companies such as General Motors and Coca-Cola certainly market products rather than brands, there are many more examples of third-party organizations marketing their own brands produced by outside manufacturers. The bottom line appears to be that marketing communications practice is changing in response to changing consumer needs, a pattern that has been repeated throughout advertising history. The notion that “the traditional manufacturers brand is an outdated concept” superficially appears to be overstated, but may well be an accurate observation. Bibliography lists 13 sources.
Filename: KSadvMktgComm.rtf

CHANGES IN THE CONSUMING BEHAVIORS OF AMERICANS AND THE INFLUENCE OF MARKETING
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This 3 page paper discusses the influence that marketing has on culture and the average american person. Bibliography lists 1 source.
Filename: MBamerican.rtf

Changes in the Mail Order Industry
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A 20 page paper discussing trends in this "old" approach to retailing that now is the fastest-growing segment of the industry. Sears believed mail order certainly was dying. Unfortunately, the aspect of retail sales that was in decline was that which the company chose to keep when it ended the 105-year history of its catalog perations. As life becomes more pressured in terms of time, increasing numbers of shoppers are abandoning physical retail outlets in favor of mail order. Even Sears has reentered mail order in the form of Internet sales, which posted amazing growth during the 1999 holiday season. Other notable companies are discussed here, including Fingerhut, Brylane's and Lillian Vernon. Bibliography lists 11 sources.
Filename: KSmailOrdr.wps

Changing Image and Preparing a Presentation
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This 3 page paper looks at 2 issues. The first part of the discusses what a company such as Kninko would need to consider if they wanted to change their imager, the second part f the paper looks at why it is important that a company such as Kinko analyse a presentation before they give it to a potential customer and why it is important that they understand who audience are. The bibliography cites 3 sources.
Filename: TEimagepr.rtf

Channel Development and Pricing
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A 2 page paper discussing the results of a marketing simulation, one focusing on pricing and profitability of computers and printers in England. The simulation requires accounting for both profitability and unit sales. Bibliography lists 2 sources.
Filename: KSmktgSim3a.rtf