Papers On Marketing & Consumer Behavior Page 11 of 237
Achieving “Customer Delight” at Roche Diagnostics [ send me this paper ] 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" [ send me this paper ] 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" [ send me this paper ] 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 Catering Business [ send me this paper ] 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
Adding Value to the Organization [ send me this paper ] An 11 page paper examining four approaches to adding value to the business. The purpose of the paper is to assess how globalization, product development, knowledge management and principled corporate governance add value to the organization, providing a discussion of each concept as well as several examples throughout the paper. Examples include Enron, ABB, Dow Chemical, Gillette and Wal-Mart. Bibliography lists 12 sources. Filename: KSmgmtAddVal.rtf
Additional Information on Daimler Chrysler [ send me this paper ] 7 pages. Provides current history of Daimler Chrysler as well as their current marketing strategies and research and development projects. Bibliography lists 5 sources. Filename: JGAdcrys.wps
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