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Papers On Marketing & Consumer Behavior
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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

AcuScan's "Operation Optimize"
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A 10 page paper discussing communication disconnect surrounding and immobilizing new product development. Examination of email exchanges at AcuScan reveal management not managing; "little Napoleon syndrome" in action; a general dearth of innovation and creativity; unproductive communication; and a host of other problems. All combine to create a stalemate between individuals who need to be working together for one common goal. The paper provides recommendations and an Executive Summary. Bibliography lists 3 sources.
Filename: KSmgmtAcuScan.rtf

Adding a Bariatric Surgery Center at Shands Healthcare
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A 3 page paper providing a situation analysis to be used in assessing the feasibility of adding a bariatric surgery center to an existing teaching hospital. Increasing numbers of hospitals have found that offering bariatric surgery benefits both the local area and the hospital. Bibliography lists 3 sources.
Filename: KSnursBarUnit.rtf

Adding a Catering Business
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A 7 page paper providing preliminary investigation into whether Kudler Fine Foods should add a catering business. The paper discusses three articles addressing niche, technology and consumer taste. Kudler has been contemplating adding an organic department; the paper suggests creating a catering service that specializes in organic foods. Bibliography lists 5 sources.
Filename: KSmktgKudCater.rtf


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