Writing Instrument Industry
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The increased availability of computers has changed the way that Americans correspond with each other. Written communication was once the primary means of communication between individuals; the telephone changed that as informal communication was increasingly handled by voice rather than the written word. The computer changed the way that words are committed to paper, and, through the use of electronic mail, even eliminates the use of paper. Communications between individuals and organizations is increasingly accomplished without having to handwrite anything, and the result on the writing instrument industry has been significant. But there remains a need for writing instruments to be used when computers and typewriters are not available, and the way in which writing instruments are perceived is also changing. This research explores the current state of the writing instrument industry with an emphasis on pens, and considers its future development.Man's historical development is directly tied to the ability to record information for future use; this eliminates each generation having to discover the same information as the previous generation; instead, each generation's experiences can be passed on through the use of writing. As a result, writing instruments have, through the ages, played an important role in the lives of those who use them. For centuries (until the middle of the twentieth century), the most common type of permanent writing instrum
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an just a writing instrument brand). Montblanc is a division of Vendome PLC, which also owns the Alfred Dunhill tobacco brand and the Cartier jewelry brand. Although Montblanc has the largest presence in the retail market at this point among pen manufacturers, it is not the only manufacturer to take this approach of providing an in-house retail outlet for its products, and consumers are likely to continue to see this approach spread throughout the high-end pen market in coming years (Fallon, 1996, p. 4).
Promotion Strategies
The promotional strategies within the writing instrument industry vary with the position that each product has within the market. For BIC, a manufacturer of disposable pens, the emphasis is on the widespread availability of a low-priced, dependable pen, available in either rollerball, ball-point or felt tip. BIC is one of the manufacturers which pioneered the use of packaging disposable pens together so that consumers could purchase five or ten at a time in a single package. This technique increased the revenue to the company and, since the pens are perceived as disposable and are rarely used until the ink is completely gone, consumers were likely to purchase more pens than they strictly needed. Recently
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Some common words found in the essay are:
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Approximate Word count = 2636
Approximate Pages = 11 (250 words per page)
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