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Papers On Marketing Case Studies
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Accelerating the Research Process
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This 3 page paper looks at a case supplied by the student and considers a situation where planned market reseach used quantitative research followed by qualitative reseach needs to be ready earlier than the planned finish date. The paper considers the way that the schedule may be changed to accelerate the results. The bibliography cites 3 sources.
Filename: TEmktsil3.rtf

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

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