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Kevin Malchoff States Consumers Are Different Between Countries and Cities and Marketing Has To Reflect That

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  • Date Added : 9/27/2007
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Kevin Malchoff

  • Group President, Rich Products Corporation
  • male
  • Caucasian
  • 1952 (Age: 70 years old)
  • Kevin Malchoff - Panel on Marketing - Rich Products Corporation
  • Video 1 of 4 in this Case
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Biography

Kevin R. Malchoff is the Group president of International at Rich's. Malchoff joined the company in 1981 and served in many marketing leadership roles until his appointment as group president, US/Canada in 2004. In this role, Malchoff was responsible for overseeing all of Rich's food service and in-store bakery businesses in the US and Canada.

Kevin Malchoff received a Bachelor of Science Degree from Cornell University in 1974, majoring in Agricultural Economics, and an MBA in Marketing from Cornell's Johnson School of Business in 1975.

As we got into international, what we really did is move to a decentralized market, global market approach. We've got four regions, one in the UK which takes care of Europe, one Mexico which takes care of Latin America. One in South Africa which takes care of Africa and then one in Shanghai which ...(Full transcript available to logged in subscribers.).

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Kevin Malchoff videos

Video 1 of 4 Kevin Malchoff Discusses Academic and Professional Background
  • Kevin Malchoff - Panel on Marketing - Rich Products Corporation
  • 9/27/2007
  • Kevin Malchoff
  • 0 min. 0 sec.
Video 2 of 4 Kevin Malchoff States Consumers Are Different Between Countries and Cities and Marketing Has To Reflect That
  • Kevin Malchoff - Panel on Marketing - Rich Products Corporation
  • 9/27/2007
  • Kevin Malchoff
  • 0 min. 0 sec.
Video 3 of 4 Kevin Malchoff States Company Will Perform Market Research Before Entering A New Country
  • Kevin Malchoff - Panel on Marketing - Rich Products Corporation
  • 9/27/2007
  • Kevin Malchoff
  • 0 min. 0 sec.
Video 4 of 4 Kevin Malchoff Discusses Challenge of Implementing Price Increases
  • Kevin Malchoff - Panel on Marketing - Rich Products Corporation
  • 9/27/2007
  • Kevin Malchoff
  • 0 min. 0 sec.