Investments in developing markets focus mostly on setting up new plants to increase capacity, marketing investments and expanding distribution networks.

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Debitel, which owns no cables or transmitters, has already become the country's third-largest mobile-telephone operator by buying capacity from other companies and marketing it more shrewdly.

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It hopes to do that mostly by attracting more passengers, using spare capacity, adding coaches and trains, and marketing more cleverly.

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Consumers have developed an armor-plated capacity to ignore brand appeals, meaning successful marketing depends on finding ways to stand out and be remembered.

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Other advantages to the franchisee include cost savings from the bulk buying capacity of a large operation, and the marketing benefits of central advertising and promotion of the business.

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Manufacturing firms that gauge their success and failure on short-term sales numbers are actually reporting on their capacity to leverage research, technology, manufacturing, marketing, sales, and other functions over time in the context of the current economy.

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Mr Nasser points out that marketing tricks are often necessary in a market where the other main factors--demand and capacity--are very difficult to budge.

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Not only was Robert Allgyer, the Andersen partner in charge of Waste Management's audit, also the marketing director for the firm's Chicago office, but he worked for his audit client in another capacity as well.

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