Approaches to Market Research
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A 3 page paper discussing ways that an entrepreneur might approach conducting market research. Organizations devoted to conducting and selling such research exist of course, but their prices often are beyond the reach of entrepreneurs and the information contained in them is addressed to larger organizations. Government-generated information (local economic census, tax records) can provide insight in trends; direct survey of potential customers can supply information from the customer perspective. Bibliography lists 1 source.
Filename: KSmktgResearch.wps

Article Review on Adolescent Consumer Behavior
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This 5 page paper reviews an article entitled "You can't have that! A study of reactive effects and children's consumer behavior," by Amy Rummel and others. The article is summarized and critiqued. No additional sources cited.
Filename: SA212art.rtf

Aspects of International Marketing
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This 8 page paper looks at the cultural differences that marketing has to contend with. These may be to different cultural groups within a country or on an international basis. The paper focuses on the international aspects of cultural differences such as masculine and feminist cultures, moral values and also gives some case studies to demonstrate similarities and differences. The bibliography cites 9 sources.
Filename: TEculmar.wps

Aspects of Marketing
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This 9 page paper looks at different issues that need to be considered when looking at marketing. The paper outlines pricing strategy, buyer behaviour, branding, segmentation of the markets and product positioning. The bibliography cites 10 sources.
Filename: TEmaris2.rtf

Assessing a New Product at Reliance Communications
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A 5 page paper examining the wisdom of introducing a new communications device. The management of Reliance Communication, Ltd. needs to assess the wisdom of approving a budget for a new product. It has introduced several new products in recent years, but none has been commercially successful. The company needs to ensure that the current project has more than only a chance to succeed. The paper determines the break-even point of the project and makes recommendations as to how Reliance should proceed. Bibliography lists 1 source.
Filename: KSmktgProdIntroNPV.rtf

Assessing Boots’ Loyalty Card Effectiveness
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A 6 page paper proposing two methods to measure the success of Boots’ loyalty card program. Many stores and several types of retailers have tried loyalty cards at one time or another. They fell out of favor for a time, but some stores’ programs, such as those at Tesco and Boots, raise the quality of the program to the point that customers benefit from using the stores’ loyalty cards. Bibliography lists 5 sources.
Filename: KSmktLoyBoots.rtf

Assessing Characteristics Customers Want in a Supermarket
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This 3 page paper suggests a sample questionnaire to assess which supermarket characteristics are most important to the customers of a store. The paper then explains and justifies the questionnaire. The bibliography cites 1 source.
Filename: TEsupquest.rtf

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