Casino Hotels
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A 5 page review and analysis of casino hotels. Bibliography lists 5 sources.
Filename: RAcsinos.rtf

Category Management
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A 20 page paper providing chapters 1 and 2 of an MBA thesis discussing category management from the retailer's perspective and hypothesizing that its use leads to greater customer satisfaction. Chapter 1 is the introduction and provides background on category management, its uses, history and development. Chapter 2 is the literature review for the project. Bibliography lists 31 sources.
Filename: KSmktgCatMgmt.rtf

Celebrity Endorsements
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A 6 page paper that discusses celebrity endorsements of various products. Using famous people to endorse or promote a product is not a new concept but it is one that is being seen a large proportion of marketing campaigns. This paper discusses the reasons for using celebrities, the need to match celebrity with product, the need for the celebrity's credibility and what companies can do to protect themselves against potential scandals involving the celebrity endorsing their products. Examples are provided. Bibliography lists 4 sources.
Filename: PGclbend.rtf

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

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

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