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Papers On Marketing & Consumer Behavior
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Abercrombie & Fitch - An Analysis
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A 12 page paper. The Abercrombie brand dates back to 1892 when David Abercrombie opened his first outdoors apparel and equipment store. The name was changed when Ezra Fitch bought into the company in 1900. Since that time, this company has faced bankruptcy, been bought out twice, changed its focus entirely, been sued for discrimination and been accused of promoting promiscuity. This essay provides a short history of the company and discusses branding, marketing strategies and problems, competitors with selected financial data, and plans for the future. The essay begins with an executive summary and ends with conclusions. Bibliography lists 12 sources.
Filename: PBanfan.rtf

Accountancy, Decision Making, Marketing, Motivation - Tutorial
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This 62 page paper incorporates 5 essays addressing different topics within the general headings in the title. Essay #1 begins with a scenario and then discusses quantitative methods for forecasting, specifically explaining the time-series decomposition model. The essay does not include actual calculations but describes this model. Essay #2 focuses on strategic marketing management and includes discussions of developing brand loyalty and brand equity and marketing and advertising to gain market share. This essay also includes a discussion of the importance of global branding. Essay #3 is about managing people and organizations and includes discussions and explanations of several theories of motivation, including a discussion of theories of motivation for today's knowledge workers. Essay #4 discusses accountancy for managers and includes explanations of the absorption costing approach, marginal costing and activity based costing. The last essay is about strategic decision making and competitor analysis. It discusses economies of scale, economies of scope, marginal costing, price elasticity of demand. This final section also includes a comprehensive discussion of Porter's structure -> conduct -> performance paradigm and resource-based approaches to strategy. Numerous examples are incorporated in each section. 4 Illustrations are included. Tutorial comments are incorporated throughout the text. Bibliography lists 44 sources.
Filename: PG52mis.rtf

Achieving “Customer Delight” at Roche Diagnostics
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A 5 page paper discussing a 1999 article outlining the processes that Roche Diagnostics used to increase its share of “very satisfied” customers in an effort to move beyond that classification into “delighted” customers. Roche’s ultimate goal was to increase market share and revenues. The rationale was that not only were “delighted” customers far more likely to be long-term repeat customers, they also were far more likely to recommend Roche to their friends and colleagues, not only increasing Roche’s revenues but also saving the company the expense of developing these customers itself. The initiative paid off: Roche became the fastest-growing division in its industry. Bibliography lists 3 sources.
Filename: KSmgmtCustDelite.rtf

AcuScan's "Operation Optimize"
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A 9 page paper discussing AcuScan's inability to decide which of two alternatives it should pursue. The paper recommends to the CEO that AcuScan market itself to an entirely new market segment – such as banks and building security businesses – to increase sales and market share of its current product. In the meantime, it should be taking a mature and thoughtful approach to developing new products for the future, offering a new, tested and defect-free product from a position of strength rather than desperation. The paper provides recommendations and an Executive Summary. Bibliography lists 3 sources.
Filename: KSmgmtAcuScan2.rtf


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