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Essay / Research Paper Abstract
This 5-page paper is a marketing mix paper concerning Canon, and its copiers. The paper discusses the "4Ps" of Canon's marketing strategies and determines their effectiveness. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: D0_MTcanmar.rtf
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Unformatted sample text from the term paper:
then copier giant Xerox. These days, Canon makes printers and other computer peripherals for home and office use and these include copiers (as mentioned before), fax machines, scanners and printers
(Lower, 2004). But Canon is best-known for its cameras. In this paper, well examine the 4Ps of marketing (product, pricing, promotion and
distribution/placement) as it pertains to Canon and determine if and how these strategies are helping the Japanese-based company. Because Canon has captured the number one market share in many categories,
it can be said that whatever this company is doing is definitely working. Product The Canon product, or rather products, well be
focusing on here are the copiers (as opposed to the cameras or printers). During the 1970s, Canon managed to erode a good chunk of Xeroxs massive hold on the copier
market. This is because Canon focused more on quality than on speed - and in addition, during the late 1970s, Canon introduced its own personal copier (Markides, 1999).
These days, Canon has managed to niche itself to smaller and medium size companies (as well as home-based businesses). In addition, Canon is known
for its innovative tendencies (Holstein, 2002). While the smaller businesses has been Canons niche, during the early 2000s, the company began moving
more toward enterprise-wide document and image management-copiers and printers (Holstein, 2002). What makes Canon products so new and fresh overall is
that the company tends to push "incremental improvements into products," meaning there are always Canon products on the market that are better than before (Holstein, 2002). This is, in fact,
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