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Papers On Marketing & Consumer Behavior
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Altering the Product Design Process at Acme Foods
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A 5 page paper proposing an altered approach to Acme’s normal method of product development. Acme Foods is a manufacturer of processed packaged foods for the retail market. Currently it is focusing on the development of packaged refrigerated lunch kits for adults, targeting working adults in offices and manufacturing settings. Acme is an OBM (original brand manufacturer) that supplies outsourced product development and production for national brands as well. The paper proposes implementing a cross-functional team approach to reduce the time to market for a new lunch kit designed for adults. Bibliography lists 4 sources.
Filename: KSmktgProdDev.rtf

Amazon's Frontiers
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A 7 page paper assessing some of the areas that Amazon.com traveled through before becoming profitable. Preceding Amazon's arrival at profitability was a metamorphosis almost as complete as that which takes the caterpillar to the form of butterfly. Along the way the company developed a business model that serves it and its customers well. Three of the areas that Amazon has had to navigate are those of technology, the "chasm" of customer acceptance and its own evolution. Bibliography lists 2 sources.
Filename: KSmktgAmazTech.rtf

Amazon.com
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A 3 page paper answering 6 questions about Amazon.com’s strategic direction; use of technology; core competencies; mission statement; and integrity of customer data. No introduction or conclusion. Bibliography lists 5 sources.
Filename: KSmgmtAmazon.rtf

American DTC & European PHEC
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A 15 page research paper that examines the similarities and differences between direct-to-consumer (DTC) ads for prescription drugs in the US and public health education campaigns (PHECs) in Europe. The writer argues that the beneficial aspects of these marketing strategies are similar. Bibliography lists 15 sources.
Filename: khdtc2.rtf

AMERICAN MARKETING AND LESS DEVELOPED COUNTRIES
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This paper examines the statement that marketing practices used by U.S. firms in less developed countries should differ from practices usedin the developed world. Bibliography lists 5 sources.
Filename: MTmarldc.rtf


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