ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Comparison of "Marketing Myopia" and "Marketing is War"
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An 8 page paper comparing these two marketing classics. "Marketing Myopia" was first published in 1960; Marketing Warfare is newer by a generation. Both have a place in today's business environment, but each takes a very different approach to the marketing of goods and services. Of the two, Levitt's "Marketing Myopia" remains the most useful in today's business climate. His view that the customer is the heart of any business has never been more true than it is today. Bibliography lists 2 sources.
Filename: KSmktgArti.wps

Competing with a Market Leader; Possible Strategies
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This 6 page paper considers the way in which market leaders may be targeted by ambitious competitors. The writer considers the marketing strategies of the competitors and the proactive as well as reactive approach of the leaders in protecting their position. Real examples are given in the paper to illustrate the points raised. The bibliography cites 8 sources.
Filename: TEmarled.wps

COMPETITION, PRODUCT LIFE CYCLE AND CIGARETTES
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This 5-page paper discusses Philip Morris pricing strategies in 1993 as they pertained to the Marlboro brand. Bibliography lists 2 sources.
Filename: MTcigacost.rtf

Competitive Advantage: U.S. Naval Hospital, Guam
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This 4 page paper discusses the U.S. Naval Hospital on Guam from a marketing perspective. Bibliography lists 6 sources.
Filename: HVUSNHGu.rtf

Complaint Letter To Big Box Discounter
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3 pages in length. The writer composes a sample complaint letter to the CEO of Big Box Discounters informing him that no action has been taken for a defective television and listing the demands for rectifying the situation. No bibliography.
Filename: TLCBigBoxTV.rtf

COMPUTERS TO KENYA: AN EXPORT OVERVIEW
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This 7-page paper discusses how a U.S. company would go about exporting computers to Kenya. Information included includes the economy, the potential market, political structure, taxes and licenses required and methods of promotion. Bibliography lists 5 sources.
Filename: MTcomken.rtf

ConAgra Strategy Changes
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A 3 page paper discussing the shift away from a highly decentralized structure holding more than 90 independent companies to one large company with three very large divisions. The owner of many of today’s leading food brands, ConAgra itself is not particularly well known among consumers. The paper recommends that ConAgra continue its streamlining efforts to make it easier for grocery chains to deal with it, enlisting them to assist in promoting ConAgra brands such as Healthy Choice and Butterball turkeys. Bibliography lists 5 sources.
Filename: KSconAgStrat.rtf

CONDUCTING A MARKETING AUDIT
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This 4-page paper provides an example of what types of data and information needs to be put into a marketing audit. Bibliography lists 4 sources.
Filename: MTmarkaudi.rtf

Confronting The Limits Of A Mature Product Market
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A 7 page paper. There are four stages in the product life cycle. Product maturity comes just before declining sales, the last stage. What does a company do when they face a mature product market? This essay provides numerous strategies the company can implement to overcome the limits found in this stage. Examples are included. Bibliography lists 5 sources.
Filename: PGmatmkt.wp

Congress Motel and Brown's Overnite Trailer Park
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A 4 page SWOT analysis of a south Georgia independent motel in the 1970s. Calvln and Christine Brown founded and operate a motel and offer overnight parking for campers and truckers traveling along the portion of Interstate 75 that takes travelers through south Georgia and into Florida. There is little in the area that could be construed as any sort of tourist destination; virtually all travelers staying at the motel or campground are seeking a single night's accommodations on their way to somewhere else. Bibliography lists 1 source.
Filename: KSmgmtCongMot.rtf