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

Considerations for International Advertising
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An 11 page paper discussing the cultural differences that must be considered when attempting to design an international advertising campaign, ranging from the obvious such as language to more subtle attitudes toward characteristics of specific colors or overt materialism. The media used for the message is important as well. An example used in the paper is the reduced effectiveness of newspaper advertising in a developing nation where extremely low per-capita incomes and literacy rates combine to make a newspaper a luxury item useful only to relatively few citizens. Bibliography lists 10 sources.
Filename: KSintlAdv.rtf

Considerations in Marketing Dr. Finch
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A 5 page paper discussing some of the limitations that the professions face in marketing their services and suggesting ways to overcome those limitations. The American Dental Association prevents dentists from claiming any type of superiority over other dentists; some states maintain the same requirement as state law. Marketing services carries its own challenges. Dr. Finch is a high-end Canadian dentist. The paper suggests that she conduct community education programs that also will serve to promote her name and her practice in the local community. Bibliography lists 5 sources.
Filename: KSmktgDrFinch.rtf

Constructing a Research Interview
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This 4 page paper discusses some of the factors that have to be addressed in order to construct a research interview for a company seeking to do business in a foreign country; the example used is Japan. Bibliography lists 1 source.
Filename: HVConRes.rtf

Consumer and Commercial Marketing
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This 11 page paper considers the different ways in which commercial, business to business, marketing looks to communicate their message through marketing in comparison with a consumer marketing campaign. The paper has a brief introduction and then examines two companies and their marketing focus and strategy to demonstrate the similarities and the differences. The companies chosen for this are IBM and Nokia. The bibliography cites sources.
Filename: TEIBMnok.wps

Consumer Attitude and Marketing
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This 7 page report discusses the fact that consumer behavior is a combination of a brad variety of factors, each of which contributes to overall decision-making and the ultimate success of any marketing proposition. The entire concept of “integrated” marketing is one that asserts that the key concepts to be acted upon in the 21st century are those concepts that most appeal to the consumer rather than the producer. The ways in which the world has shifted had created an attitude, economy, even an ideology that says the customer will demand (and get) what he or she wants or, they will take their business elsewhere. Bibliography lists 4 sources.
Filename: BWatform.wps