- Page 4 and 5: Lessons and Best Practices From the
- Page 6 and 7: Contents Preface Part 1 Introductio
- Page 8 and 9: 7. Organizational Purchasing Behavi
- Page 10 and 11: 14. Brand Ambassadors 273 BzzAgent
- Page 12 and 13: Supply Chain Synchronizing Strategi
- Page 14 and 15: Web Site Analytics/Feedback 446 Int
- Page 16 and 17: Preface ABOUT THE BOOK The goal of
- Page 18 and 19: Part 1 Introduction
- Page 20 and 21: • “Marketing is all activities
- Page 22 and 23: • Marketing Research determines a
- Page 24 and 25: MARKETING’S PLACE IN THE ORGANIZA
- Page 26 and 27: Part 2 Planning
- Page 28 and 29: Legal Responsibility Organizations
- Page 30 and 31: In general there also is the ongoin
- Page 32 and 33: In 1991, new federal regulations kn
- Page 34 and 35: at their employees’ disposal. Ong
- Page 36 and 37: environmental protection, time for
- Page 38 and 39: • Global population growth, coupl
- Page 40 and 41: other forms of marketing, whether a
- Page 42 and 43: aid in ensuring sustainable environ
- Page 44 and 45: Direct Marketing The direct marketi
- Page 46 and 47: sound operational practices, such a
- Page 48 and 49: Health care is one of the most regu
- Page 50 and 51: ORGANIZATIONAL RESPONSIBILITY - CAS
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ORGANIZATIONAL RESPONSIBILITY - CAS
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CORPORATE PROFILES AND AUTHOR BIOGR
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3 STRATEGIC PLANNING by General Ele
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operations personnel are closer to
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ments are static in their product d
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for employees, and need fulfillment
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for marketing. For example, Gillett
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The more customers that agree on a
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Typical marketing threats include t
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Business Plan I. Business Opportuni
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issues such as regional differences
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4 BRANDING by Landor Associates, Fl
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Branding is about signals—the sig
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to avoid inadvertently losing key e
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a choice between the toy and a GE s
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the personality and expressing it a
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more than a name change they can re
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anything like the sunflower symbol
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vertical orientation, sans serif fo
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is costly and often unsuccessful. I
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communication; they are about dialo
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share growth but also to profit, to
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certain places and still be true to
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not only the tagline, but the rally
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BRANDING—CASE STUDY by HOLT CAT C
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champagne flutes and cigars. Market
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film from the moment they brought i
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2004. Profits were exceptional at $
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5 MARKETING RESEARCH by Colgate-Pal
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esearch companies, and custom marke
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to promote new products that the co
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Typical generative research questio
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often in the hundreds or thousands,
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Observation Research The American S
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ehavior, specific brand evaluations
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the user to address the original bu
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Quality Matters In the EU, Japan, a
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MARKETING RESEARCH—CASE STUDY by
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Part 3 Demand
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Consumer Purchasing Process (in Gen
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communication, such as advertising
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This information is stored in consu
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Table 6.3 Life Stages and Typical C
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including family, friends, neighbor
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CONSUMER SEGMENTATION The internal
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who cannot afford a new car. The te
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addicted to promotions that the bra
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had been promised CO/D quality befo
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Channel Asia promoted Raising the M
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7 ORGANIZATIONAL PURCHASING BEHAVIO
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or a cable television company, thro
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and engineering departments. The ad
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can be one of a purchasing departme
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the speed of contract fulfillment.
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In many instances, one prospective
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• Workplace Health and Safety, Hu
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technology changes, bloated and cos
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worldwide competition in pricing, q
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Part 4 Marketing Communications
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• Personal Selling. Direct person
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9 PERSONAL SELLING AND SALES FORCE
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Monster.com, CareerBuilder.com, and
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• Quantitative Evaluation. The qu
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• Manufacturer’s Reps. These sa
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provided the most cost-effective me
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• Management Judgment. Informed m
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• Presentation of Offer. Effectiv
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enefit from the in-person selling p
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Language is also a challenge when c
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the dive business. The owner found
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out in order of priority. The corre
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Despite the difficult headlines reg
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10 ADVERTISING by Y&R, McCann Erick
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Agency Structure The majority of fu
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Additional Strategies • One-Time
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• Percentage-of-Sales Method. Use
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Therefore, advertisers are better a
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• Aerial Advertising. Aerial adve
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• Radio program formats include n
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Example of Broadcast Presentation A
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the agency team consisting of the p
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• Production Schedule. Once an ar
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perceptions of the advantages and d
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client across their product ranges
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the store. We also created a commer
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Travelers under the age of 35 are m
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The entertainment numbers were also
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11 PUBLIC RELATIONS by Burson-Marst
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Company Background Assessment When
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company’s competitiveness or an o
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to understand what differentiates t
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morale. Conversely, the belief that
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companies are doing in such a way a
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media being targeted is based in th
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television studio (with television
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The shortcoming of many of the tool
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Until recently, tech giant HP’s m
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• How to overcome consumers’ pe
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and CD-ROMs—are available free of
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12 PROMOTIONAL MARKETING by VISA, O
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ability to gain greater visibility
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• In-packs. Cracker Jacks brand c
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each night or flight, potential rev
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were not paying for the ticket, wer
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actively sell a company’s product
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Most e-commerce sites now include a
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The costs of manpower, agency fees,
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The end result of the integrated ca
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promotion in Pepsi-Cola history. Th
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13 DIRECT MARKETING by RAPP, L.L. B
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Privacy Considerations Although the
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would want these variables to flow
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programs oftentimes reflect and are
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and tied into their marketing datab
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a telephone number or Web address.
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Search Engine Marketing/Optimizatio
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• Postal system (speed and reliab
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month. More than 127,000 opted in f
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All of this drove students to Start
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14 BRAND AMBASSADORS by BzzAgent, Z
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experience. If you ask people what
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my mother can’t stop talking abou
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staff all represent the ball club
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Part 5 Supply (Goods and Services)
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into a higher category. In addition
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product mix consists of their make-
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Time* Sales Product Inception Produ
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Second-to-Market The second-to-mark
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and Betty Crocker Premium Brownie M
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16 PRODUCT DEVELOPMENT by AntiMicro
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• New Regulations. Require innova
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placement of new products in real-w
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PRODUCT DEVELOPMENT - CASE STUDY by
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Because male shaving is a mature ma
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Razor sales by 20 percent. The majo
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17 PRODUCT PACKAGING by O-I, Caraus
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ands lend themselves to packaging c
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PACKAGING—ALUMINUM CONTAINERS by
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of materials. Flexible packaging, b
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B that contains both WARNING and CA
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• 360° graphics • Bright metal
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costs low and achieve first to mark
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PACKAGING - CASE STUDY by Dean Food
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PACKAGING - CASE STUDY by O-I (Owen
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18 PRODUCT PRICING Bob Merrill, Ame
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product throughout its useful owner
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technology, such as the television,
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called a natural monopoly. In a nat
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market-based pricing strategies is
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Everyday Low Pricing/Value Pricing
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Wide Cost Swings There is a wide di
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sales, increased gross margin per t
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CORPORATE PROFILES AND AUTHOR BIOGR
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the best minds on the subject of qu
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• How a safe, secure, and support
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with competitors, competing or alte
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12. Remove barriers that rob the ho
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Benchmarking Process 1. Identify th
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A customer focus approach to the ma
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mentor team members to implement th
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Part 6 Supply Chain
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• Warehousing (EXEL, DSC) • Oth
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• Demand Information. Includes co
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For example, Procter & Gamble (P&G)
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Performance Measurements for Partne
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1. Refurbished 2. Repaired 3. Reuse
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efore the company is ready to build
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high-volume buying power to acquire
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strategy provides fewer product cho
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asis racks and shelves with a narro
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are that there is no price guarante
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United Stationers was determined to
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• Separate cost of goods from cos
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and shipping activities are typical
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Foreign Trade Zones Foreign trade z
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It is critical to match customer pr
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• Warehouses should examine inven
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schedules, and honor preferred comm
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DSC-run distribution facility next
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23 TRANSPORTATION by FedEx Trade Ne
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multiple truckload shipment to the
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transportation provider from origin
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dispersed (local, national, or inte
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Ownership of Goods When classifying
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the markets served, intermodal serv
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International cargo moves via ocean
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companies compete to construct new
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such as package delivery and passen
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Locations Another major factor cont
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specialized crates with inner suppo
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TRANSPORTATION—CASE STUDY (FREIGH
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Humanitarian Relief Hauling in reli
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Improve Service In addition to impr
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CORPORATE PROFILES AND AUTHOR BIOGR
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MTA LONG ISLAND RAIL ROAD The Long
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Methods of Ownership There are seve
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are that not all brands are carried
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Site Selection Process Store locati
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Floor Layout Floor layout is the po
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Retail Pricing Strategies Regardles
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appearances, children’s events, t
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manufacturer, discounted in-store,
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Fortunately, several key managers i
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CORPORATE PROFILES AND AUTHOR BIOGR
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Develop the Business Plan If the We
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through other product categories. T
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INTERNET RETAILING—INTERNATIONAL
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their most desired presents. Wish L
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CORPORATE PROFILES AND AUTHOR BIOGR
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in product life cycle, 286 purpose
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defined, 253 with direct mail, 258-
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ethical responsibility, 17-18 Inter
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Network television, 186 New markets
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and environmental responsibility, 2
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Surveys, customer, 165 Sustainable