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Essay / Research Paper Abstract
This 3 page paper evaluates the McGraw-Hill Companies in terms of pricing and promotion. Marketing strategy of McGraw Hill is discussed and some brands--such as BusinessWeek--are used as examples. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: RT13_SA526McG.rtf
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Unformatted sample text from the term paper:
million in general for restructuring and at this time, about 300 jobs were cut. Yet, the firm was focused on growth with a three-tier strategy: the expansion of market share,
establishment of new customer bases for current products and the extension of its geographical reach (Callahan, 2002). Through he acquisition of FT Energy, McGraw-Hill did gain market share and
an additional plan was to boost revenues through the creation of new ventures between the various McGraw-Hill brands (Callahan, 2002). A primary focus for this conglomerate is on
building business to business marketing (Callahan, 2002). Also, it has partnered with other companies such as NuvoMedia in respect to promoting its products (Zeitchik, 1999). Here, one sees a promotion
strategy that is rather diverse. Their product line is also diverse and spread throughout various firms in different markets. McGraw Hill boasts many different products from a variety of niches
such as education, financial services, and business information markets ("The McGraw," 2005). It does so through leading brands such as the periodical Business Week and Standard and Poors
("The McGraw," 2005). McGraw Hill markets in a different ways such as advertising through its various product lines. Publicity and sales promotion are accomplished also in various ways. It
has been noted that there was an alliance with NuvoMedia, something which helped to promote e-books (Zeitchik, 1999). The company has a competitive advantage, particularly in its education and publishing
arenas. McGraw-Hill is a well known entity and an industry mainstay. In terms of pricing, McGraw-Hill appears to be competitive. At the same time, one may get a sense
that by and large, McGraw-Hill companies are admired and premium pricing prevails. Its education market for example will pay a high price for the high quality materials produced. Of course,
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