Word: marketing
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Dates: during 1990-1999
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Then there are the challenges involved in homing in on your target audience. Though Europe clearly offers new licensing opportunities for its own firms and foreign ones, it still cannot be viewed as one big market of 370 million undifferentiated consumers. Cultural and language barriers are very much a factor in consumer choice. And some brand images vary from country to country. BMW cars, for instance, aren't considered to be particularly top of the line in Germany, but are considered luxury cars in much of the rest of the world. Rovers are commonplace in Britain, but they are seen...
...pose important problems. How will companies manage to fill night and weekend positions when they can't find enough people to work a traditional week? Even more important, how will they persuade the highly skilled and well educated, who already have the upper hand in today's tight labor market, to work those odd hours? While devising new ways to attract and hold all types of employees, managers also need to decrease the huge costs associated with off-hours shiftwork. Industrial and other accidents resulting from exhaustion already cost U.S. industry and society over $77 billion a year...
Women are a lucrative, if previously ignored, market for sex merchants. And Ann Summers--"a company run by women for women"--has successfully homed in using traditional grass-roots marketing techniques, mainly home-party sales. "We're exactly like Tupperware, but a bit more fun," explains Gold. Ann Summers hauled in $22.5 million for the year ending June 30, 1998. Seventy percent came from home-party sales (which include Internet and catalog purchases); the shops account for the rest. But that equation may soon change...
Gold says she considers her shops fashionable boutiques and O'Connell Street the perfect location. Ireland has already become a proven market: Ann Summers holds 200 home parties a week there. Since the company does no advertising, Gold understands that a touch of controversy--so long as it's as relatively demure as the image she is trying to promote--can't hurt...
...proposes the elimination of Medicaid, which is a heavily negotiated, relatively generous package of health benefits for the poor, and could never be enacted in this Congress. In its place, as I understand it, he would have a mandate for parents to buy insurance in the private market with a subsidy. Will hard-pressed parents purchase benefits anywhere nearly as generous as those Medicaid provides? Will they feel like they can? Or will they be forced by circumstances to use the subsidy to get more limited care, and then use their own money for other pressing priorities that are always...