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Papers On Marketing Case Studies
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Activity-Based Costing Applied to Marketing Costs
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A 3 page paper discussing the case of Colombo frozen yogurt and General Mills’ experience in dealing with the market shift from independent shops to impulse purchasing in a variety of locations. The paper provides a table more realistically assigning shipping and merchandising costs to each market type to reveal greater profitability than was apparent under a non-ABC approach to allocating costs. Bibliography lists 1 source.
Filename: KSmktgABC.rtf
Advertising Communications; Nokia;
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This 6 page paper considers the advertising strategy of Nokia in the mobile telephone market, considering it in isolation with reference to the five communication effects as well as in comparison to other competitors such as Siemen's and Ericsson. The paper looks at specific advertising campaigns and analysis them against this framework. The bibliography cites 10 sources.
Filename: TEnokia3.wps
Aer Lingus Case Study
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This 24 page paper looks at the Irish airline Aer Lingus and considers it marketing and strategy. Written in five parts that paper examines how the company has managed to place customers first so effectively, how knowledge of their customers buying behaviours have helped with decision making processes, the use of customer perception in marketing, the value of relationship marketing and how this may be implemented at Aer Lingus. The bibliography cites 21 sources.
Filename: TEaerlingus.rtf
Air Canada
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This 5 page paper presents an overview of the company as it stands now inclusive of its financial position and marketing plans. The merger with Canadian Airlines is discussed. Competitive factors are assessed and recommendations made. Bibliography lists 5 sources.
Filename: SA030Air.rtf
Airbus, Boeing, and Sematech: Competition is Keen
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A 5 page overview of the competition between Airbus, Boeing, and Sematech in the Airplane manufacturing industry. Recounts the successes and challenges of each company. Emphasizes that appropriate merger strategy coupled with a philosophy of producing the best product at the best price drives each
of these companies. Bibliography lists 7 sources.
Filename: PPboeing.wps
Airline Advertising
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This 10 page paper considers the statesmen that "Too much contemporary airline advertising is boring, stereotyped and sexist". The paper examines this using six different airlines advertisements, for television and print and deconstructing the marketing content. The bibliography cites 11 sources.
Filename: TEairadv.rtf
Airline Strategy: A Comparison of Southwest, Delta, United, and American Airlines
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A 5 page discussion of the factors influencing airline success and failure. Identifies Southwest as standing head and shoulders above its competitors in term of market share. Notes that this success revolves around Southwest’s emphasis on being a short-haul company; one that doesn’t pretend to offer many of the amenities of the industry icons like Delta, United and American Airlines. Its emphasis is getting from point A to point B in as expedient and efficient manner as possible. The author asserts that while the other airlines wouldn’t benefit as much from changing their route structure they would benefit from a greater concentration on efficiency and less on customer amenities. Bibliography lists 3 sources.
Filename: PPairlin.rtf
Alternative Solution for a Potentially Compromising Business Situation
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A 5 page solution to a situation facing a new-hire at a company which manufactures therapeutic medical devices. The new-hire has been instructed to misrepresent their volume needs to an outside provider with the intent of canceling the order after the smaller volume which is really needed had been obtained. Although the supervisor sees this as the only means of obtaining the small quantity of specialized tool upon which company survival rides (a volume which the outside firm could not feasibly produce with any profitability for themselves), the new-hire recognizes that misrepresenting his company’s intentions to another company would not only be a sure way of gaining an even worse industry reputation than what his new company already had but quite possibly immerse the company in a costly and counterproductive legal proceedings. The new-hire figures out an alternative approach which preserves both his personal ethics and his company’s reputation. No sources are listed.
Filename: PPbusAny.rtf
Amazon.com
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Amazon.com is the wonder company of the web. It is the one
stop shopping gate to books, videos and music. This 5 page paper
explores the issues facing Amazon.com, analyzes the structure by
applying Porter's Five Forces Model and provides a SWOT analysis.
Bibliography lists 3 sources.
Filename: KTamazon.wps
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