Research Papers on Consumer Behavior

Click on any of the term papers to read a brief synopsis of the research paper. The essay synopsis includes the number of pages and sources cited in the paper.

  • Physical Evidence and Marketing Services

    For a business to succeed marketing is very important For services marketing is harder as the intangible nature of the output means there is not a physical product to sell. The 10 paper is a proposal for research to assess how important it is for marketers to provide ‘physical evidence’ for the claims they make about services. Many theorists have argued that the need for evidence is very important and looking at service companies such as Singapore Airlines it is perceptions rather than proven quality such as ISO marks that is important when gaining customers. The paper suggests primary research that could be undertaken to assess how important different types of evidence influence the purchase decision and gives a timetable for the research over 13 weeks. The bibliography cites 15 sources.

  • Focus Groups A Practical Guide for Applied Research by Richard Krueger

    A 5 page paper that examines the 1994 book by author and professor Richard Krueger entitled Focus Groups: A Practical Guide for Applied Research. Discussed are the book's purpose, points and presentation, its contributions and shortcomings, and its recommended readership. Also included is a brief discussion on the differences between quantitative and qualitative research techniques. Bibliography lists 1 source.

  • Lexington Diabetes Center Marketing Plan

    A 22 page paper containing slide contents and speaker notes for a 26-slide PowerPoint marketing plan for a diabetes educational center in Lexington, Kentucky. Bibliography lists 13 sources.

  • Allstate Investigations and Security AAA AAA-Allstate Security and Investigations

    A 3 page paper discussing goals; financial projection; success factors; and controls for a security guard company’s plans to adopt and implement iPIX™ 360-degree stationary cameras at commercial accounts. The company believes that the cameras will reduce direct labor costs as well as maintenance costs associated with mechanical panning cameras currently used. Bibliography lists 3 sources. 7-slide PowerPoint presentation available as well.

  • Seventh Edition of International Marketing

    A 14 page paper listing the main points of an international marketing text that has become a standard. The paper provides some information about the authors and some notes about the organization of the book before listing the main points of its 20 chapters. An accompanying PowerPoint presentation is available. Bibliography lists 1 source.

  • Promoting Weekend Cruise to Puerto Rico

    A 6 page paper containing slide contents and speaker notes for a 12-slide PowerPoint presentation promoting the addition of weekend cruises between Puerto Rico and the British Virgin Islands. The presentation has many pictures from Puerto Rico. Bibliography lists 4 sources.

  • It's Popcorn Time Marketing Plan and Recommendations

    A 5 page paper consisting of speaker notes for an available PowerPoint® presentation of a marketing plan for a single-location confectioner specializing in coated popcorn produced according to a newly-patented process. The marketing plan recommends instituting online sales and entering agreement with a third party gift business, as well as hiring a knowledgeable, no-spam Internet marketer to assist the company in promoting itself online. Bibliography lists 4 sources.

  • Mobile Women's Wellness Center Marketing Plan

    A 15 page marketing plan for a new concept in women's health care. WomensHealth is a startup women's wellness center providing service primarily from a mobile office that will travel to office buildings, factories, malls and anywhere there is a concentration of women needing fast and affordable access to basic health care as well as to a wide variety of health care screening tests. WomensHealth will conduct individual patient education sessions with women, and will hold classes for small groups. PowerPoint® presentation available. Bibliography lists 8 sources.

  • Choosing a Promotion for Piggy Bank

    A 3 page paper discussing the focus of a promotion offering cash back on credit card purchases made with a Piggy Bank credit card. Choices are to offer incentives at traditional retailers or limit the incentives to online sales. The paper recommends choosing traditional retail because its growth is slower and more predictable, allowing the bank to enter the promotion with a better sense of what the total cost will be. A 9-slide PowerPoint presentation is available. Bibliography lists 5 sources.

  • ZIP Code 60614 and Demographic Characteristics

    A 5 page paper consisting of speaker notes and Excel® charts used in an available PowerPoint® presentation. The presentation examines the demographics of Chicago's 60614 zip code, where 78% of the population has at least a 4-year college degree and median family income is nearly $132,000. The presentation and paper identify an MBA degree as being the most readily accepted within this zip code, and identifies five types of businesses that could be expected to do well in a strip mall within the zip code. Bibliography lists 4 sources.

  • Starbucks Website

    This 4 page paper (3 pages of text and 4 PowerPoint slides) look at how and why the Starbucks website is effective at gaining and then retaining the interest of visitors to it's' internet site. The bibliography cites 3 sources.

  • Peter Doughnuts, Supplying Coffee and 'Brewing Up Sales'

    A 7 page business proposal from Lighthouse Roasters to Peter’s Doughnuts to provide the 76-location chain with gourmet dark-roast coffee as a sole-source provider. Peter’s business has suffered from competition with Starbucks and Dunkin’ Donuts, and it seeks to add a gourmet coffee line in an effort to win back customers. Peter’s will sell its coffee at prices considerably lower than Dunkin’ Donuts, and far below Starbucks’ prices. The proposal suggests that Peter’s pays slightly more per pound than it had wanted to, while Lighthouse accept a price also slightly less than what it wanted, based on the belief that the increase in volume will translate to an increase in margin as well. Bibliography lists 4 sources.

  • Hair Gallery International's Public Relations Enhancement

    A 10 page paper describing a proposed public relations effort. Hair Gallery International is a successful salon near Irvine, California that seeks to become a greater part of the community and to solidify its relationships with current customers while also developing new ones. The framework in which this public relations effort will be undertaken is characterized by the RACE acronym: research, action/planning, communication and evaluation. The paper addresses each component specifically and includes a customer survey questionnaire. Bibliography lists 8 sources.

  • Business Proposal for Mobile Oil Change, LLC

    A 9 page business proposal for a mobile oil change service in Denver, Colorado. The paper provides business description, competitive analysis and marketing concept. Mobile Oil Change provides a necessary service at competitive prices and at times and places convenient for customers. All companies owning any size fleet of vehicles needs the service, and every business needs the increased efficiency that Mobile Oil Change service can provide. Bibliography lists 7 sources.

  • Research Proposal on Managing a Global Brand

    When a company wants to sell brands in more than one country it has choices in the way it managements the brand, either with a stand approach or it may customize the marketing for each market. This 14 page paper is a research proposal with the objective to identify which of these approaches is the most effective marketing strategy and of there is no clear winner how a company should determine which strategy to use. The proposal gives a strong background to the question and presents a clear methodology for primary research. The bibliography cites 11 sources.

  • Research Proposal for Sri Lanka's Re Branding

    This 5 page paper is a research proposal to find out the most effective way of re-branding goods in Sri Lanka to both the consumer and business market. The paper is an introduction and proposes a clear and easy to follow methodology. The bibliography cites 4 sources.

  • Why has Fair Trade Chocolate Failed to Become a Top Selling Chocolate Bar; A Research Proposal

    This 14 page paper is a research proposal for assessing why a fair trade brand of chocolate does not outsell a well known brand of chocolate that is not fair trade certified. The paper starts with an introduction, aims and objectives and gives a justification for the subject. A literature review of relevant concepts is then followed by the outlining of a methodology and a timetable of undertaking the research. The bibliography cites 14 sources.

  • Assessing the Optimum Level of Product Placement within a Film

    This 22 page paper presents a research methodology and some simulates results to assess the optimum level of product placement exposure in a film. The research is written for the benefit of a film maker and consists of an introduction, definition of the variables, statement of hypothesis, in depth methodology and simulated findings. The last 4 pages of the paper are a PowerPoint presentation of the paper. The bibliography cites 12 sources.

  • Preestablished Brand Relaunching

    This 5 page paper is a proposal for a study to determine which factors will help detainee a successful brand re-launch. The paper outlines the research problem and why it is an important area of study and then proposes a framework that could be used to examine these issues. The bibliography cites 5 sources.

  • Specific Population Targeting Proposal for Marketing Research

    This 10 page report discusses the issues surrounding marketing research and a proposal for the appropriate market research as associated with a home office work chair designed, produced and marketed by the fictitious company 'HomeWorkInk' for the female home office owner. Bibliography lists 10 sources.

  • Improving the Interaction Between Marketing and Sales and the Application in the Case of Fair Trade Chocolate; A Research Proposal

    This 16 page paper is a proposal for a project to examine the interaction between marketing and sales and determine ways of using marketing to increase sales. The proposal focuses on a product that is under performing, but meets customer needs and has potential sources of competitive advantage; fair trade chocolate, to use as a research subject for the practical application of theory and research. The bibliography cites 15 sources.

  • Why Are Female Stereotypes in Advertising Still Effective?

    This 52 page paper is a research paper looking at the way that feminism has failed to make an impact in advertising, where there continues to be the highly successful use of female gender stereotypes in advertisements. The paper presents an in-depth literature review and then simulates research results. The research results are then analyzed and findings presented. The bibliography cites 54 sources.

  • A Proposal for a Fundraise

    This potential plan has been developed for the Moose Club as a fundraiser within their local community. It has been designed to be fun for both volunteers and participants, with the added design factor of being repeated on a yearly basis. (Bibliography lists 6 sources.

  • Yangpin's Noodle a Case Study

    A 4 page paper. This case study is about a Chinese person who wants to open an American-Chinese restaurant in China. The essay discusses the individual's ideas and reasoning, identifies the key issues, provides alternatives and analyses of alternatives and makes recommendations. Bibliography lists 1 source.

  • Pfizer Inc. Animal Health Products Case Study

    This 7 page paper looks at a case study supplied by the student concerning Pfizer Inc. Animal Health Products. The writer answers 5 questions set by the student, looking at the influences on the ranching industry, the issues of high quality and price products during an industry downturn, the appropriateness of the marketing strategies already used and how marketing may be improved and the potential of relationship marketing. The bibliography cites 3 sources.

  • Wonderbra - Developing an Integrated Marketing Strategy

    This is an 11 page paper that provides an overview of integrated marketing strategy. Wonderbra is used as a case study for the development of a theory-based integrated marketing campaign, with specific ideas for advertisements. Bibliography lists 6 sources.

  • ROSEWOOD HOTELS: CASE STUDY ANALYSIS

    This 4-page paper analyzes branding through a case study about Rosewood Hotels. Bibliography lists 1 source.

  • Nestle - A Case Study in International Marketing

    This is a 10 page paper that provides an overview of international marketing. Nestle and its various successes and failures provide a case study. Bibliography lists 5 sources.

  • URBAN OUTFITTERS - MARKETING A BUSINESS

    This 4-page paper provides an analysis of the case study "Urban Outfitters Continuing Case Study -- Marketing a Business."

  • Goals and the Potential Target Market for a Charity Organization

    This 4 page paper is based on a case study supplied by the student. A nonprofit making organization assess the local community need to raise funds. The paper outlines specific goals that may be used and identifies to potentially viable target markets which would be suitable for an effective marketing campaign. The bibliography cites 4 sources.

  • Dr. Sandra M. Finch's Dental Practice and Customers Role, Satisfaction, and Retention

    This is a 5 page paper discussing various suggestions and opportunities for customer satisfaction and retention in a dental practice. Assessment of the information available on the web site of Dr. Sandra Finch, D.M.D (www.drfinch.com), provides the reader with a good outline of the services available in her dental practice in White Rock, British Columbia. The web page gives background, education and training information about Dr. Finch herself under “Meet the Doctor” as well as other customer services areas such as “About the Practice”, “New Patient Information”, “Cosmetic Dentistry”, “Testimonials” and an email contact address under “Contact Us”. The importance of the customer/patient is emphasized throughout the web site and the invitation is also extended to welcome new patients. However, in order to retain her current patients and attract new patients, various customer relations procedures could be introduced which would provide a unique edge over the competition. These practices could include increased advertising through other areas of the media, public speeches to local social groups, customer satisfaction surveys, setting up a referral network, larger access through the web page, guaranteed appointment times and extended hours among other suggestions. Bibliography lists 6 sources.

  • Cyber Cafe 'Coffee Connection' Marketing Plan

    This is a 10 page paper which gives an example of a marketing plan for a cyber cafe. The bibliography has 10 sources.

  • Internet Business Marketing

    This 5 page paper focuses on Monster.com as an example of an e-business and looks at a variety of marketing schemes. ACNielsen, SRI and Cyber Dialogue are noted as companies that help businesses gain access to marketing information and techniques. Bibliography lists 6 sources.

  • 1990s' Consumer Influence of Fashion Magazines

    This is a 27 page paper discussing the influence of fashion magazines throughout history on consumer society, culture and their status in the 1990s. The history of the fashion industry in relation to cultural influences, consumerism and the projected images of women and men in today’s society has led to a great deal of research in the fields of sociology, psychology and economics. While fashion magazines have changed their format a great deal in the past century as today their pages contain over one third in advertisements, their content has also changed a great deal. Initially the focus of fashion magazines was women’s clothing and the models were portrayed as older elite women who replaced the dolls previously used. Although women models replaced the dolls, there was no emphasis on the body of the woman. Men did not appear in advertisements and no close-ups were taken of the models. The influence of the fashion magazine on the female consumer at the beginning of the 20th century reflected the expectations of society in regards to conservative or opulent looks depending on the decade. Today, fashion magazines tend to reflect the standards, or lack of standards, as now seen in the music and media industries. Models within fashions magazines, both men and women, are seen as the disturbingly images that continuously reflect not necessarily the expectations of society but the unreal and artificial world of the media. Studies in focus groups have found that most women and men feel that they can discern from the images presented in fashion magazines those images which are more “realistic” than others. In addition, it appears that in regards to consumer choice, fashion magazines are considered one of the less reliable sources available to consumers who prefer peer, family and local store recommendations over that of fashion magazines which appear as unreliable and unrealistic in regards to most situations and events. Bibliography lists 17 sources.

  • Department Store and its History

    A 6 page discussion of the advent of the department store in consumer culture. Making their advent in the mid 1800s these stores would change the way stores marketed goods and the way consumers shopped for them. This paper discusses store geography, design, and labor considerations, particularly in regard to women. Bibliography lists 1 source.

  • Film Marketing by Genre

    This 4 page paper demonstrates how genre is used within films to provide a marketable commodity, appealing to an appropriate audience, and the ways in which the films 'Goodfellas' and 'The Matrix' are marketed in different formats, such as DVD, video and television. The bibliography cites 3 sources.

  • Consumer Culture and British Fashion Magazine Influence

    This is a 27 page paper discussing the influence of British fashion magazines on the British consumer society and their influences throughout history up and including the 1990s. The history of the fashion industry in relation to cultural influences, consumerism and the projected images of women and men in today’s society has led to a great deal of research in the fields of sociology, psychology and economics. While fashion magazines have changed their format a great deal in the past century as today their pages contain over one third in advertisements, their content has also changed a great deal. While researching the development of British fashion magazines within the last century, magazines such as Vogue, Elle and InStyle, initially showed that the focus of fashion magazines was women’s clothing and the models were portrayed as older elite women who replaced the dolls previously used. The influence of the fashion magazine on the female consumer at the beginning of the 20th century reflected the expectations of society in regards to conservative or opulent looks depending on the decade. Today, British fashion magazines tend to reflect the standards, or lack of standards, as now seen in the music and media industries. A recent study of focus groups’ opinions of images found in Vogue magazine found that most women and men feel that they can discern from the images presented in fashion magazines those images which are more “realistic” than others. In addition, it appears that in regards to consumer choice, fashion magazines are considered one of the less reliable sources available to consumers who prefer peer, family and local store recommendations over that of fashion magazines which appear as unreliable and unrealistic in regards to most situations and events. Nevertheless, the continued popularity of fashion magazines and their continued focus on the Western and/or American entertainment industries as a source for fashion is considered as a reflection of societal cues and consumer behavior. Bibliography lists 26 sources.

  • Pros and Cons of Twenty Two US States' 'Right to Work' Amendments

    This 15 page paper examining the pros and cons of “right-to-work” amendments currently in place in 22 states. The paper draws from the “right-to-work” referendum that took place in Oklahoma during September, 2001, and proceeds to discuss the pros and cons of this controversial law, which make it illegal to require employees to join labor unions (or to pay for representation) as a condition of employment. Bibliography lists 11 sources.

  • Copyright Law and Music Piracy

    This 10 page paper takes a look at music piracy and copyright law and how entities like Napster have gone south. Some cases are mentioned. Recommendations on what record companies should do to make money are noted. Bibliography lists 10 sources.

  • Car Racing History and NASCAR Marketing

    A 14 page paper that provides the history of car racing beginning in the prohibition era. The first actual organized race was held in Daytona Beach in 1938, organized by Bill France who went on to establish the National Association for Stock Car Auto Racing. NASCAR was officially established in 1947 with the first race under the bylaws and rules being held in 1948. A lot has changed since those first races. Today, the NASCAR races take place across the country although Daytona Beach is still the headquarters for the organization. This essay traces the history and evolution of NASCAR and comments on the changing demographics of fans over the years. The second part of this essay focuses on marketing strategies used by NASCAR, including partnerships and sponsors. The essay concludes with comments regarding future trends in marketing strategies. Data regarding fans and sponsors are included. Bibliography lists 14 sources.

  • An Overview of the History and Future Trends of Advertising

    A 48 page overview of advertising. Merchants and manufacturers have been advertising their products and services literally for hundreds of years. Though advertising never has been as intense as it is in today’s hypercompetitive environment, it nonetheless has been instrumental in the success (and failure) of many, many businesses over the years. The purpose here is to review advertising’s history and how it has changed over the years, and to glimpse into the future for what forms it likely will take in coming years. The paper discusses advertising’s history; the 4 Ps; semiotics; the fallout of Calvin Klein’s 1995 campaign; international advertising; and advertising as art. Bibliography lists 30 sources.

  • History, Brands, and Product Life Cycles

    This 4 page paper considers why a brand with a long history, or the perception of a long history may not be as successful as a more up to date brand. The paper considers the role of the product or brand lifecycle and the impact historical association may have on a brand and the need for brand renewal. Examples are cited to illustrate the points raised. The bibliography cites 4 sources.

  • Literature Review of Internet Survey Research

    7 pages in length. Internet survey research is one of myriad up-and-coming methods for companies to acquire the critical public feedback needed for product satisfaction and development. Issues pertaining to this particular survey research approach are vast, indeed, given the still unknown legal ramifications of such; however, one that stands out as quite important is that of copyright concern. Bibliography lists 4 sources.

  • Hotel Revenue Management Systems Twenty Five Article Literature Review

    This is an 8 page literature review on hotel revenue management systems. A literature review on hotel revenue management systems covers not only the recently developed technological systems which handle different revenue management concerns such as forecasting, demand, competition and hospitality networks but also covers many traditional avenues used to increase revenue such as customer satisfaction, environmentally efficient programs, introduction of innovative and unique facilities and catering to specific target groups among other factors. Bibliography lists 25 sources.

  • Literature Review of Global Brands' Localization and Technology

    This 10-page paper provides a literature review to determine how and if technology does help localization of global brands. The paper also points out pros and cons to globalizaion versus local marketing activities. Bibliography lists 20 sources.

  • Literature Review on Customers and Marketing

    This 8-page paper discusses the customer in terms of marketing strategy by introducing consumer models and applying them to real-world situations. Bibliography lists 4 sources.

  • Literature Review of Consumer Research

    An 8 page paper providing a literature review for the research questions identified in KSresConsHlth.rtf, “Researching Consumer Attitudes in Private Health Insurance.” The review addresses the topics of service quality, process flows and call center operation. Bibliography lists 9 sources.

  • Literature Review and Contemporary Business Sales Strategies

    An eleven page literature review relating to sales and marketing strategies in the modern business environment, with particular reference to the impact of Internet and Web technology, and the changes in marketing which have been brought about by the development of e-commerce. Bibliography lists 15 sources.

  • Preparation for a Study on the Important of Marketing and the Marketing Mix Elements

    This 8 page paper is the start of a lager project to investigate the importance of the marketing mix for Southwest Airlines. The paper starts with an introduction to the study background and area, identifies research objectives and specifics some research questions. The paper then undertakes a literature review looking at relevant theories. The paper is preparation for the study only and does not present the analysis of Southwest. The bibliography cites 16 sources.

  • Marketing and Ethics

    An 8 page paper. Is the phrase "ethical marketing" an oxymoron? Ethics in marketing have evolved over decades but it was not until the 1980s that an emphasis on ethics began to appear in the literature. The literature notes that from the 1940s until the 1980s, the rule of thumb in marketing was caveat emptor. It still is in many ways but there are more marketers trying to follow ethical practices in today's society. This paper provides examples of unethical practices, a brief overview of the evolution of ethics in marketing and discusses the American Marketing Association's Code of Ethics. Ethics are discussed in terms of marketing research, advertisements, pricing and availability, among other things. Bibliography lists 5 sources.

  • Category Management

    A 20 page paper providing chapters 1 and 2 of an MBA thesis discussing category management from the retailer's perspective and hypothesizing that its use leads to greater customer satisfaction. Chapter 1 is the introduction and provides background on category management, its uses, history and development. Chapter 2 is the literature review for the project. Bibliography lists 31 sources.

  • Basics of Strategic Market Management

    This 14 page report discusses the basics of strategic market management. In terms of the larger strategies involved in market management, strategy and specific management objectives must be truly responsive to both consumer needs and desires. These are very much the attitudes necessary for success in strategic market management as the world moves into the 21st century. The key to success in the face of global competition is to find the specific and unique niches that are not being served as well as they could be and then either exert or develop an organization’s strength and expertise. Bibliography lists 16 sources.

  • NIKE AND IMPACT ON SPORTS ADVERTISING AND APPAREL

    This 6-page paper focuses on NIKE's impact on sports advertising and apparel manufacturing. Bibliography lists 6 sources.

  • New Athletic Shoes Line Creation

    A 6 page marketing plan for a new line of athletic shoes. The explosion of involvement of women in both organized and casual sports is a trend that the established brands missed along the way; Nike at least now is working to rectify its slight of women. This provides an opportunity for a totally new brand and company, one that can provide styles for all feet but highlight women’s lines. The base product will be a new running shoe. Bibliography lists 5 sources.

  • Management and Sports Marketing

    A 9 page paper that responds to specific student-generated questions regarding sports marketing management. Those topics include: an explanation of what sport marketing is; identifying fans; brand equity and management and how to enhance brand equity; using customer databases; niche marketing; and what service quality means. Examples are included throughout the paper. Bibliography lists 6 sources.

  • Strategic Management Within Harley-Davidson

    7 pages. This paper describes the management strategy of the Harley-Davidson Company including the analysis of strengths, weaknesses, and opportunities. The company objectives and strategies and an evaluation of them are also discussed. Looks at long-term objectives and demographics. Bibliography lists 5 sources.

  • Global Setting and Strategic Brand Management

    This 16 page paper considers the way in which a brand may be strategically managed in order to maximize value and return. The writer considers issues such as the decision to standardize or customize brand the brand image in different geographical areas, the importance of positioning and brand extensions. Many examples are cited in the paper to illustrate the points raised, including companies such as Nike, Reebok, Proctor and Gamble and Gillett. The bibliography cites 17 sources.

  • Marketing and Management Across Cultures

    An 8 page paper evaluating a statement that all attempts to explain other cultures still are made in terms of one that is not of that culture. In so doing, the very effort to explain the culture can be in error. It is necessary to know the differences in these populations for advertising purposes for advertising to be truly effective. Other aspects of marketing involve the need for still greater awareness of cultural differences of perception and reception of marketing messages. The inability of departing from the evaluation statement supports it. Bibliography lists 7 sources.

  • Information Management and Hotels

    This 10 page report discusses information management as applied to the hotel industry and discusses one particular (fictional) hotel and its strategies. As with every other industry, the hotel industry has been radically changed by information technology and its application in terms of guest services ranging from making reservations to ordering room service. Bibliography lists 3 sources.

  • Article Review on the Trends in Sales Management

    A 3 page paper that provides a synopsis of an article entitled "Watch this channel" by Erika Rasmusson. This article focuses on information technology and the evolution of Online Marketplaces as a new distribution channel. Vertical and horizontal marketplaces are explained with examples. Certain opinions in this article are supported in articles by other authors. Bibliography lists 3 sources.

  • Sales Management and Sales

    A 7 page paper assessing several points in sales. Sales trainer Thom Hopkins has said that sales is the easiest low-paying job or the hardest high-paying one anyone could ever have. The purpose here is to assess how the sales manager, sales psychology and formal sales training can positively affect outcomes. Bibliography lists 3 sources.

  • Taco Bell's LMS

    This 4-page paper is an analysis of a study performed on Taco Bell's Labor-Management System (LMS) and its effectiveness on labor distribution and customer service.

  • E-commerce Service Options

    A 5 page paper discussing external customer service and payment options available to online merchants. The variety of services available translates to a wide range of choices being available to online merchants, allowing them to operate their businesses exactly as they choose. The cost of these services generally will be far less than any in-house effort to provide the same, bringing cost benefits for both merchants and their customers. Bibliography lists 6 sources.

  • Overview of Customer Relationship Management

    This 7 page report discusses the what customer relationship management (CRM) is and reviews literature related to the topic. The value of CRM is discussed along with what major factors have to be present for CRM to meet its full potential. Bibliography lists 11 sources.

  • Distribution Management of Gino in China

    A 4 page paper discussing an Ivey case on Gino in China. Gino is a provider of residential, commercial and industrialized burners. It has used three distributors to develop its business in China, but now is faced with growing its business beyond that which distributors can manage. Bibliography lists 1 source.

  • Long Term Prospects for Customer Relationship Management

    This 14 page paper examines customer relationship management and critically analyse how the marketer can prevent the demise of customer relationship management in the future. Evaluating this with examples how to sustain the credibility of relationship marketing for the customer. The bibliography cites 15 sources.

  • Mobile Printer Product Management Plan

    An 18 page paper providing a product management plan for a versatile printer to be used with handheld and laptop computers. There is need for printers that are light enough to be truly portable and durable enough that they can withstand the shocks they may receive in being moved regularly. The company has developed such a printer, one that fills the gap left by similar products that already exist. The paper describes opportunity identification and selection; concept generation; concept/project evaluation; development; and launch. It includes a project plan for the test marketing phase and a capital budget analysis for the first three years of operation. The project is a modest one, in part because of the limited penetration of handheld computers to date. The advantage to the company in pursuing this project now is that it fills a specific need and has the ability to gain first-mover advantage in the industry. Bibliography lists 9 sources.

  • Supply Chain Management of Nike

    A 6 page paper discussing the case of Nike’s early-century missteps, particularly that which involved upsetting its own supply chain. Nike does not have the luxury of becoming arrogant on the scale that IBM did in the early 1990s. IBM found it was not indispensable to its customers as it had believed; evidence from Nike’s constant struggle with those that overtake the leading position in the industry (i.e., New Balance and Adidas) indicates that Nike should already be painfully aware of that fact. Bibliography lists 5 sources.

  • Richard Daft's Management Concepts and the Life Cycle Theory

    This 7-page paper discusses product lifecycles in connection with Ford's Mustang car. Also presented are Richard Daft's management theories, and how they tie into lifecycle theory. Bibliography lists 3 sources.

  • Cross Promotional Advertising Between Sports Brands and Consumer Products

    24 pages in length. Maintaining one's competitive edge while immersed within the local and global marketplace not only takes substance and endurance but also an inherent ability to see beyond tomorrow. Establishing a company's firm grip upon the many variables that are associated with competitiveness is a challenge that most consumer product companies have encountered with a mixture of eagerness, anxiety and anticipation. It is not always an easy venture to maintain one's established position given the consideration of respective infrastructure and labor costs, cultural barriers, as well as monetary fluctuations. The desire to break free of the constraints associated with standard advertising techniques has become all-important to the future of advertising as a whole, which has become quite apparent with the presence of consumer product companies working with sports brands in cross-promotional advertising. Bibliography lists 15 sources.

  • Sports and Target Marketing

    This 5 page paper considers the importance of target marketing and then applies this to sports readers in the age group 18 – 25 from the perspective of a magazine. The need to attract the readers and to profile the readership is shown as necessary in order to attract advertisers. The bibliography cites 4 sources.

  • The Strategy of Marketing at Sporting Events

    This 5 page paper looks at the marketing strategy of advertising at sporting events. There is a focus on the Super Bowl, but there are other sporting events noted. Several companies are discussed including Heineken, Sealy, Monster.com and Hotjobs.com. Bibliography lists 6 sources.

  • Sports Marketing and Consumer Behavior

    8 pages. This sports marketing project includes a description of the behavior and history of marketing to sports enthusiasts, suggestions for the application of these findings and a summary or overview of the history. The company that is analyzed is that of Hillerich & Bradsby, makers of the world-famous Louisville Slugger bat. Bibliography lists 10 sources.

  • Issues Associated with Sports Marketing

    An eight page paper which looks at several aspects of sports marketing, in terms of the potential consumer base, marketing strategies, the importance of market research and the way in which these factors affect both sport itself and sports-related products. Bibliography lists 6 sources

  • Sports Related Products and Marketing Research

    An 8 page paper discussing the need for market research to be valid and of good design. Market research far too often is an exercise in sloppy design and technique, seemingly done only for the purpose of saying it has been. Conducting research can be an expensive activity, and today’s organizations need to gain as much value from every dollar as possible. Marketing sports items can be more difficult than marketing more generic products, and the successful company needs to ensure that its research practices are sound and free of unintended bias. Bibliography lists 8 sources.

  • Issues of Service Quality and the Marketing of Transportation Services

    This 4 page paper examines the issue of marketing and quality measurement in the transportation services, such as airlines, train and ship companies. The paper looks at how marketing may face different challenges, how they have been overcome and the way that quality measurement may be used to enhance marketing. The bibliography cites 6 sources.

  • David Chu's Nautica International Retailers

    Taiwanese-born David Chu founded Nautica International and created products that appeal to people of all ages worldwide. Nautica not only attracts consumers of all ages, its clothes and accessories range from sport to hip-hop to ski fashion to women’s perfume. It sports the worlds largest distribution of jeans (which includes The North Face, JanSport and Eastpak brands), among others. These products are sold in 1,300 department and specialty shops in the United States and in 82 retail stores in Asia, Europe and Latin America. jvRetMar.rtf

  • GM's Hybrid Car Crown Victoria and Marketing

    A 5 page paper discussing external issues in marketing a hybrid car resulting from a fictitious alliance between Ford and GM. Here, Ford and GM have collaborated in an alliance to produce and market a hybrid car, one that has been a standby in the Ford product line for decades. In past years, Ford has been highly successful in profitably producing and selling trucks of all types, including its popular sports utility vehicle (SUV) lines. It has performed dismally in selling passenger cars, however. GM’s hybrid fuel system will be used in the new product, giving it fuel efficiency not possible in SUVs yet providing families with enough space for children and all their sports gear too. The alliance can present the hybrid as providing the best of all conditions for the traveling family, whether they are traveling across the country or across town. The alliance should focus on greater perceived safety; greater fuel efficiency and environmental responsibility; and the ability for the family to take only one vehicle when traveling together. Bibliography lists 3 sources.

  • Production and Pricing at Under Armour, Inc.

    A 5 page paper discussing two items of the marketing mix for Under Armour, makers of performance sports apparel. Nike founder Phil Knight was not overly excited about the changes that needed to be made at Nike after it became a big company, but the alternative was even less appealing. It appears that Under Armour currently is facing many of the same types of choices and will need to respond to them in the manner of a large company rather than as a small one. Bibliography lists 7 sources.

  • Marketing the Visiting Nurse Association

    This 10-page paper examines the Visiting Nurse Association, its services and how it uses marketing practices. Also included is a literature review about how non-profit organizations market their services and raise funds. Bibliography lists 12 sources.

  • The Use of Psychology in the Development and Use of Brands

    This 15 page paper looks at the brands and the way in which they are used and developed in order to support sales and revenue creation with the understanding and leveraging of consumer psychology. The paper looks at the way branding takes place and the way in which consumers relate and identify with brands and then examines a case study that demonstrates the use of psychology in branding. The bibliography cites 18 sources.

  • Consumer Behavior

    A 4 page paper that discusses the issues marketers need to consider when designing campaigns. The paper discusses how the market has changed giving consumers more power than ever before. Bibliography lists 4 sources.

  • Marketing Metaphor of the Water Cycle

    A 5 page paper using the water cycle – the process by which water evaporates from the ocean to come back to earth as rain and then return to the ocean again – as a metaphor for marketing. The metaphor of marketing as a function of the water cycle can help marketers determine the degree to which they need to go in disseminating their marketing messages and where they need to focus. As it is undesirable for some areas to have too much rain while others suffer drought, marketers should seek to be more even in their coverage of target markets, both in geographical coverage and in the level of saturation they strive to achieve. Bibliography lists 6 sources.

  • Overview of Marketing for an Independent Garden Center

    8 pages in length. A retailer says, 'if the chains are steamships plowing through the ocean, then we have to be the cigarette boats zipping around and through them and changing direction on a dime. That must be our advantage when going up against the tremendous cash and resources of the biggies.' Landscape plants are available at nearly every home-oriented center or grocery store, but knowledge of them is not. The independent garden center certainly faces challenges when a giant discounter shares their market, but the independent has advantages that the corporate giant does not. This paper presents a few of those advantages. Bibliography lists 11 sources. Gdn-Ctr.rtf

  • Simultaneous Distribution in the Film Industry

    A 4 page paper discussing the relatively new approach of releasing new films to all media simultaneously. Steven Soderbergh's (Sex, Lies, and Videotape, Traffic, Ocean's Eleven) Bubble was released simultaneously to theatres, DVD and pay-per-view in January 2006; theatres refused to show the film in protest. Movie theatre operators would do well to choose to address this shift of power within the industry rather than resist it, because simultaneous distribution is likely to gain in popularity for low-budget films. Traditional studios will need to provide greater incentives to theatres before choosing to make all of their products available through simultaneous distribution. Bibliography lists 6 sources.

  • Tourism and Psychology

    A 6 page paper discussing using psychological knowledge in marketing and providing services. The tourism industry formerly was able to operate on the “if you build it, they will come” philosophy, but it no longer has that luxury. Tourism has been forced in recent years to join the ranks of all other types of businesses, particularly in actively marketing to the target group it most wants to attract. Assessing marketing and service needs from the perspective of personality and psychology can assist organizations within the travel industry in achieving and maintaining greater success. Bibliography lists 10 sources.

  • How Can the Persuasiveness of Marketing Communication Be Optimised?

    This 9 page paper considers the practices persuasive communication in marketing from a social psychology perspective. The paper examines the way in which marketers may seek to use communication to persuade consumers to purchase the goods. Different tactics, best practice and theoretical approaches which contribute to the idea of persuasive communicational discussed, including the use of examples to illustrate points raised. The bibliography cites 12 sources.

  • Advertising and Its Relation to Psychology, Sociology, and Mass Communications

    This is a 4 page paper that provides an overview of academic disciplines related to advertising. Psychology, sociology, and mass communication are explored in this context. Bibliography lists 4 sources.

  • Marketing and the Hierarchy of Needs of Abraham Maslow

    This 3 page paper uses two examples from real life to demonstrate how advertisers get people to purchase things. Psychology is employed in the analysis. Bibliography lists 3 sources.

  • The Branding of a New Range of Refrigeration Products

    This 10 page paper considers the way in which a new product may be considered in terms of branding strategy. The example of a new range of refrigeration units for the home, car and caravan are considered. The paper outlines the way in which a branding strategy may be considered, including the name and design of the logo, as well as the psychology behind the brand and the way that it may be utilized in Internet marketing. The last of the paper considers the way in which the brand may be managed in an international environment. The bibliography cites 14 sources.

  • The Use of Sex in Marketing

    This 15 page paper looks at the way that sexuality and sexual content are present in advertisements for luxury goods and considers the reasons for the success of such adverts by looking at the way that the messages and content can be deconstructed by the audience. The case of Gucci marketing is used as an example. The bibliography cites 19 sources.

  • Music and Sex

    This 19 page paper begins with a general introduction of the use of sex in advertising, per se. The author then reports the way sex has been used in the music industry, including some of today's rappers moving into making porn movies. Britney Spears and others are used as examples of performers who began with an image of wholesomeness and transitioned into a very different image. Examples from Russia and Japan demonstrate that using sex to sell music is not and American phenomenon. Does sex really sell music? The jury is out. Consider the fact that while sales in the industry dropped by 3 percent in one year, sales in the Christian and gospel arena rose by over 13 percent in that same year. The author presents a discussion that includes comments from those who believe sex sells, e.g., even a classical label used sex to sell one artist's classical music, and those who believe it is not working at all. Bibliography lists 17 sources.

  • Marketing EMI Music in the Digital Age

    EMI are facing a number of marketing challenges, the decision by Radiohead to release tracks on their own website and increase in digital music downloads are all indicators of the changes. This 11 page paper looks at some of the challenges EMI face in terms of the general marketing of a service rather than a physical good and consideration of the influences and impact of marketing on the internet. The bibliography cites 11 sources.

  • AboutCountry Web Survey

    This 7 page paper provides an overview of a survey at AboutCountry, a WEB site. Bibliography lists 5 sources.

  • Music Industry Marketing

    A 10 page preliminary examination of marketing music from the perspective of the artist. The paper discusses the music industry; changes occurring within it; alternative approaches to promotion; and the marketing mix. Bibliography lists 8 sources.

  • Fictional CD Store Saving

    A 10 page paper describing changes in the recorded music industry and providing a business strategy for a fictional CD store for the next five years. Midland Music is a regional music retailer chain in the Southeast. It is left with six stores after closing two of its worst-performing local stores. The industry is in flux and promises that in five years' time it may bear little resemblance to the music industry of the past, particularly as iPods become more common and more customers opt for single-track downloads rather than purchasing CDs. Bibliography lists 5 sources.

  • "Napster 2.0: The Cat Is Back"

    An 11 page paper discussing the marketing of Napster 2.0, the revival of the company that largely created the music download industry. Napster has the ability to regain share in the industry it helped to create. As increasing numbers of downloads are to music phones and not to MP3 players, consumers are likely to view less of a link between iTunes and iPod. Bibliography lists 14 sources.

  • Industry Segmentation

    This 9 page paper considers the value of segmenting and shows how this may occur in four different industries; airlines, recorded music, national newspapers and television channels. The paper shows how different segments may be identified and the interactions between various segments. The bibliography cites 4 sources.

  • Today's Youth and Counterculture Force Feeding

    Counterculture Force Fed to Today’s Youth?: This 8-page essay examines how today’s dark counterculture is marketed to modern day youth, what at stake, and how music (and other media) contributes to its ribald success. Only by committing oneself to an ongoing program of talking to, listening to and systematically monitoring this demographic group can one hope to profit from this burgeoning market. Bibliography lists 6 sources. SNCountr.doc

  • Hong Kong's Sales of iPods

    A 5 page paper assessing MP3 player sales in Hong Kong, specifically why Apple's iPod line does not sell as well there as it does in California. The paper uses Porter's rivalry component of the Five Forces to conclude that Apple should consider reducing the price of its base product; creating a package specifically for the Hong Kong market that includes the radio remote; and provide a means of recording music outside of the ability of Apple to profit from the sale. Bibliography lists 7 sources.

  • iTunes ; Will it Change the Marketing Tactics of Major Record Labels

    This 7 page paper looks at why and how the development of iTunes will impact the major record labels and the way in which they will have to change their marketing to sell music in the new digital environment. The bibliography cites 5 sources.

  • Downfall of Napster Inc.

    A 9 page paper examining the reasons that Napster was forced out of business while other download services still operate today. Shawn Fanning’s Napster music download site unleashed a flurry of legal action that eventually led to the company’s demise. The purpose here is to assess the case and look for lessons in it. Bibliography lists 6 sources.

  • Is the Marketing Mix Outdated?

    This 16 page paper looks at the concept of the marketing mix in order to assess whether or not it is still a valid modern in the modern world. The paper looks at the way it has developed and the way it may be used, alone and in line with other marketing ideas and the criticism that exist. The ideas are then considered to determine the validity of the model. The bibliography cites 15 sources.

  • Consumer Shifts and Cola Manufacturers

    A 5 page paper discussing cola manufacturers' focus on bottled water as a product they can move along the product life cycle curve as dark, sugary colas continue to decline. Some marketers in the past have believed that consumers will buy anything they choose to place before us; astute marketers have come to understand that such is not the case. Consumers do need time to accept a new product, however, such as was the case with bottled water. Bibliography lists 2 sources.

  • Strategy Plan for a Regional Water Bottling Company

    This 6 page paper proposes a strategy that a regional water bottler could use to compete in a market with the large international firms. The strategy proposed is one of differentiation using local image and environmental issues to create a desirable image and help increase sales cost effectively. The bibliography cites 5 sources.

  • Endorsements by Celebrities

    A 6 page paper that discusses celebrity endorsements of various products. Using famous people to endorse or promote a product is not a new concept but it is one that is being seen a large proportion of marketing campaigns. This paper discusses the reasons for using celebrities, the need to match celebrity with product, the need for the celebrity's credibility and what companies can do to protect themselves against potential scandals involving the celebrity endorsing their products. Examples are provided. Bibliography lists 4 sources.

  • Motivation for the Purchase of Cosmetic Surgery

    The ability to sell any product or services is likely to be reliant on the marketing. For marketing to be effective marketers need to understand the motivation behind a purchase. This 9 page paper looks at the motivation behind the purchase of cosmetic surgery using feminist models and the desire for empowerment as a framework for examination of the purchase motivation. The bibliography cites 12 sources.

  • Choosing a Promotion for Piggy Bank

    A 3 page paper discussing the focus of a promotion offering cash back on credit card purchases made with a Piggy Bank credit card. Choices are to offer incentives at traditional retailers or limit the incentives to online sales. The paper recommends choosing traditional retail because its growth is slower and more predictable, allowing the bank to enter the promotion with a better sense of what the total cost will be. A 9-slide PowerPoint presentation is available. Bibliography lists 5 sources.

  • The Vitamin and Supplement Market In Belgium

    A 5 page paper that discusses the vitamin market in Belgium. The writer comments on the attractiveness of the Belgian market, provides demographic data and comments on the reluctance of Belgians to self-medicate. A specific product, VitaPlen is discussed in terms of the appropriate target market. Bibliography lists 6 sources.

  • Marketing EMI Music in the Digital Age

    EMI are facing a number of marketing challenges, the decision by Radiohead to release tracks on their own website and increase in digital music downloads are all indicators of the changes. This 11 page paper looks at some of the challenges EMI face in terms of the general marketing of a service rather than a physical good and consideration of the influences and impact of marketing on the internet. The bibliography cites 11 sources.

  • Positive and Negative Aspects of Fast Food Restaurants

    This 3 page paper discusses the pros and cons of fast food restaurants. Bibliography lists 6 sources.

  • How Has Services Marketing Shaped The Concept Of Marketing For Organizations

    This 11 page paper looks at the way in which the marketing of services has impacted on marketing as a whole and how organization use the lessons and models created and enhanced by marketing of services or intangible goods for the marketing of other goods. The bibliography cites 10 sources.

  • Drinking Glass Recalled

    A 3 Page Paper That Discusses McDonald’s Recent Decision To Recall Millions Of The Shrek Characters Drinking Glasses. The Writer Provides Data And The Reasons For The Recall. Towards The End Of The Paper, The Writer Comments On Relevant And Non-Relevant Costs And The Contribution Margin Ratio Related To This Decision. Bibliography Lists 6 Sources.

  • Google's Entry into the Email Market (Analysis in Question and Answer Format)

    This 19 page paper examines Google and competitors, with attention to email programs. Five questions are answered. MSN Hotmail, Yahoo Mail and Gmail are compared and contrasted. Research is provided to support the assumptions. Bibliography lists 7 sources.

  • Bridgewater Castings and Strategic Decision Making

    A 7 page paper discussing the state of business for this manufacturer of cast iron wood-burning stoves. Seven specific questions address management accounting and strategy issues to conclude that Bridgewater should not presently drop one of its two products, but rather seek out methods of making the under-performing product more profitable. The paper suggests that it develop innovations presently not offered by competitors to be able to profit from first-mover advantage as it now enjoys with the product it plans to retain. Otherwise it will be facing the same situation when competitors begin offering similar products. Bibliography lists 1 source.

  • Information Management and Hotels

    This 10 page report discusses information management as applied to the hotel industry and discusses one particular (fictional) hotel and its strategies. As with every other industry, the hotel industry has been radically changed by information technology and its application in terms of guest services ranging from making reservations to ordering room service. Bibliography lists 3 sources.

  • Marketing the Harley Hydrogen Cycle

    A 7 page paper creating a product and a marketing plan for the VROD-H, a hydrogen-cell Harley-Davidson motorcycle based on its 1130 cc motor developed for the VROD series. EPA and California emissions requirements for motorcycles become much more stringent in 2008 and again in 2010; the product will be marketed first in California because of that state's existing and still-developing "hydrogen highway." Bibliography lists 4 sources.

  • British Airways and Iceland Air's E-Commerce Ventures

    This 8 page paper is written in two parts. The first part looks at the web sites for Iceland Air and British Airways and assesses them for cultural sensitivity and ease of navigation. The second part of the paper performs a PEST analysis, looking at the political, economic, social and technological influences on airlines with specific reference to their use of e-commerce and the internet. The bibliography cites 5 sources.

  • Corporate Identity and Image

    Corporate identity and corporate image are becoming increasingly important to companies and organisations. This 3 page paper explains the relationship between the two and critically evaluates the tools that a company might use to communicate its image to stakeholders and other influences. The paper illustrates points raised with real examples. The bibliography cites 3 sources.

  • Global Communication and Marketing; Disney

    Disney is a global media company; this 10 page paper looks at the strategy of Disney Corp., focusing on media and marketing issues. The paper looks at how the company has communicated in the past, the current strategy, the impact of technology and the actions and reaction of competitors. The paper ends with some future marketing strategy recommendation. The bibliography cites 9 sources.

  • TECHNOLOGY, CUSTOMERS AND THE EXAMPLE OF VOLVO

    This 7-page paper examines the impact of technology on customers (in this case, customer service) by examining the case of Volvo Cars Belgium. Bibliography lists 2 sources.

  • International Athletic Shoe Company Establishment

    A 5 page paper establishing a new company to manufacture and market athletic shoes in the US, Canada, Singapore and South Korea. The initial budget is $350 million, allocated among five primary activities. Includes a five forces analysis of the industry. Bibliography lists 2 sources.

  • Service Characteristics and Consumption Trends That Impact on a Travel Agent

    This 9 page paper looks at the service characteristics needed by a travel agent and examines the trends within the travel industry. The writer looks at issues such as the changing role of the travel agent, increase consumer empowerment, the role and importance of the internet and general trends and preferences. The bibliography cites 10 sources.

  • Launching a New Product in International Markets; a Product Plan

    This 19 page paper looks at launching a brand new product on the market. The product chosen is an anti-ageing product. The paper describes the new product, outlines the goals and strategies for the launch and first few years, defines and examines the target market considered competitors and substitutes, and then looks at the pricing, distribution and promotion of the product. The paper ends with a three-year budget. The bibliography cites 9 sources.

  • Promoting a Supermarket - the Design of an Integrated Marketing Communication Approach

    This 9 page paper looks at the way in which an integrated marketing communication campaign may be created for a local supermarket. The paper starts by examining the concept of integrated marketing; discussing how it is achieved and providing an example of an integrated marketing campaign and utilizes that information in order to provide a framework for a new campaign to support a local supermarket chain. The integrated marketing campaign utilizes local advertising, radio, an Internet website and a social networking site. The bibliography cites 10 sources.

  • Trouble Shooting in Services Industries

    Companies providing services to consumers, such as in the tourism industry, need to understand where there may be gaps in the services that are provided and the services expected. This 3 page paper discusses 4 potential gaps considering the causes and potential solutions. These four gaps are the gap between a customer expectation and the expectations perceived by management, the Gap between the management perceptions and consumer expectations and the way it is translated into service quality specifications, the gap between service quality specifications and the delivery of those specifications to the customer and the gap between the service delivered to customers and the external communication about the service. The bibliography cites 4 sources.

  • Advertising and the Internet

    An 8 page overview of the world transition toward Internet-based advertising. This paper emphasizes the low cost and tremendous effectiveness of the media in capitalizing on the public’s growing tendency to turn to the Internet to research their buying interests. The author emphasizes as well, however, that despite the technological distinction of the Internet, many of the same marketing ploys are necessitated in this new medium as were necessitated by more traditional advertising campaigns. Bibliography lists 7 sources.

  • Putting Company Brands on the Internet

    This 7 page paper discusses the following quote "A brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand’s essence". The paper assesses this statement with reference to marketing theory and practice arguing that the traditional approach may have the required knowledge but that a different approach needs to be adopted, especially for international brands. The bibliography cites 11 sources.

  • Reallocating Marketing Budgets

    A 5 page paper that introduces the topic by commenting on marketing changes when television became popular. The essay comments on Internet marketing and corporate sponsorship of different events with examples. The last part of the paper focuses on sponsorship marketing in Singapore. Bibliography lists 3 sources.

  • MCBRIDE FINANCIAL SERVICES AND MARKETING

    This 3-page paper provides a marketing plan for McBride Financial Included in the paper is a discussion about Internet marketing. Bibliography lists 2 sources.

  • Internet Marketing

    This 8 page paper considers how marketing o the internet can take place, The paper begins by considering the market itself, its’ development and future potential of e-commerce. The paper then looks at the opportunities it presents and how it need to market in order to fit in with the purchasing models that are emerging. The bibliography cites 9 sources.

  • iPhone Marketing

    A 9 page paper. This essay begins with a discussion of some of the many principles of marketing that have been published. The essay goes on to discuss the marketing program for Apple in general and the iPhone in particular. The paper illustrates how marketing principles were actualized in the marketing program for this product. Bibliography lists 8 sources.

  • New Athletic Shoes Line Creation

    A 6 page marketing plan for a new line of athletic shoes. The explosion of involvement of women in both organized and casual sports is a trend that the established brands missed along the way; Nike at least now is working to rectify its slight of women. This provides an opportunity for a totally new brand and company, one that can provide styles for all feet but highlight women’s lines. The base product will be a new running shoe. Bibliography lists 5 sources.

  • Rainbow Plant Food New Marketing Plan II

    5 pages. This is a marketing plan that will introduce a new product to consumers. Rainbow Plant Food is a revolutionary new plant growth product that also changes the color of the plant's foliage from green to whichever color food it is fed. The paper will show how a new product is introduced and marketed to consumers.

  • Dell Computer Pop Up Ad Design

    In this 12 page paper, the writer was asked to focus on Dell using a pop-up ad on the Internet. The writer begins by describing the intrusiveness of pop-up ads. This theme carries through the paper. The essay includes the objectives of the ad, expected results, costs of Internet advertising, where to place the ad, checking results and adjusting the ad and several other issues. Bibliography lists 7 sources.

  • Lincoln MKS (Ad Analysis)

    This 3 page paper evaluates an ad according to the AIDA concept. No bibliography.

  • Adding a Catering Business

    A 7 page paper providing preliminary investigation into whether Kudler Fine Foods should add a catering business. The paper discusses three articles addressing niche, technology and consumer taste. Kudler has been contemplating adding an organic department; the paper suggests creating a catering service that specializes in organic foods. Bibliography lists 5 sources.

  • Toy Helicopters' Marketing

    A 5 page paper discussing the dilemma of Majestic City Helicopters. The company began retailing toy helicopters in 1994 after realizing that the core business of providing helicopter tours of London likely had little room for any further growth. Business was promising enough at the beginning, but since has declined each year. A marketing consultant has made suggestions; it is now left to the company to decide what it will implement and how it can best approach increasing sales of its toy helicopters. The paper suggests moving away from the mass market to upscale outlets and otherwise addressing its marketing mix. Bibliography lists 8 sources.

  • APPLE PRODUCTS/MARKETING SCENE

    This 3-page paper provides an example of an article for the publication Marketing Scene about Apple Inc.'s target marketing efforts.

  • EXAMINATION OF SOUTHWEST AIRLINE'S BLOG

    This 3-page paper examines a blog developed by Southwest Airlines and determines its effectiveness as a marketing tool.

  • Challenges of the Retail Market in Chile

    This 8 page paper looks at an issue concerned with doing business in Chile. Most goods will be sold through retail outlets, or resellers, however the retail industry and structure in Chile is different from the retail markets seen in many other countries. The paper looks at the structure and patterns seen in the retail industry in Chile with a focus in the grocery and department store segments. The bibliography cites 8 sources.

  • Taking a Cruise to Puerto Rico

    A 23 page marketing plan for a weekend-length cruise route between Puerto Rico and the British Virgin Islands. It is the mission of the venture to increase tourism in Puerto Rico, enabling each country to take advantage of its neighbor's tourist trade. The ultimate goal is that weekend cruise visitors will note the surroundings and accommodations, and return for on-land visits in the future. Bibliography lists 9 sources.

  • Dupont Yard and the Importance of Life Cycle in Software Development

    An 8 page research paper that is written in the form of an investigative report into the how a planned software development program for a corporation failed to meet its stated objectives. The writer details what went wrong and gives suggestions that can be implemented to facilitate the software development life cycle in the future. Bibliography lists 3 sources.

  • Selling and Sales Techniques

    A 4 page paper on selling and sales techniques. Creativity is the fun of sales; customer service provides the satisfaction. But the one outstanding feature of a successful salesman of integrity is his absolute honesty about his product. Bibliography lists 4 sources.

  • Small Business and the WWW

    This 5 page report examines the opportunities available to small business through maintaining a website and marketing via the Internet. Bibliography lists 10 sources.

  • Global Internet Business Opportunities and Challenges

    A 5 page essay discussing the challenges and opportunities that await a business when it decides to go global on the Internet. Bibliography lists six sources.

  • DirectInvest Brokerage Service Marketing Plan

    A 10 page paper presenting a marketing plan for a startup online brokerage services firm. The online discount broker is the current news of stock trading. At just over 200,000 trades daily involving more than 100 million shares of stock, Internet trading still represents only a fraction of the total volume of any major exchange, but that volume grows at nearly 50% annually and is expected to grow at an even higher rate after totally secure transactions are assured for trading, as well as with the growth of the Internet. This marketing plan presents a current view of the industry and determines ways that DirectInvest can outlast the competition. Bibliography lists 11 sources.

  • Multi Level Marketing 'Future of Marketing' or Scam?

    A 12 page paper. Called a scam by some and the 'future of marketing' by others, multilevel marketing (MLM) most likely lies somewhere in between. Of course, there are MLM scams that are nothing more than thinly disguised pyramid schemes, but there are also many reputable MLM companies, such as Mary Kay Cosmetics. Conceiving of a world in which MLM supplants traditional retail efforts is difficult, but MLM remains an alternative channel of distribution to meet the needs of the consumer. MLM appears to be a permanent alternative, but not one that will overtake the corner grocery. Bibliography lists 11 sources.

  • Global Marketing and Warfare Effects on Trading

    A 10 page research paper that explores the effects of warfare on trading between and among countries, both those actively involved in the war and those who do business with one or more of the countries at war. Specific examples are given. Bibliography lists 8 sources.

  • Overview of Marketing for an Independent Garden Center

    8 pages in length. A retailer says, 'if the chains are steamships plowing through the ocean, then we have to be the cigarette boats zipping around and through them and changing direction on a dime. That must be our advantage when going up against the tremendous cash and resources of the biggies.' Landscape plants are available at nearly every home-oriented center or grocery store, but knowledge of them is not. The independent garden center certainly faces challenges when a giant discounter shares their market, but the independent has advantages that the corporate giant does not. This paper presents a few of those advantages. Bibliography lists 11 sources. Gdn-Ctr.rtf

  • Turkey and the Marketing of Computer Hardware

    7 pages in length. Once plagued with the unflattering moniker Sick Man of Europe, Turkey has done well to bring itself into the twenty-first century. One of the primary components of this vast improvement has been within the world of technology, where the Turks have sought to incorporate both their people and their government into the forward-moving aspect of computerization. As a means by which to help this nation expand, the marketing of computer hardware will serve as a significant boost to the ongoing efforts of Turkey's technological expansion. The writer discusses various issues and concerns in relation to marketing computer hardware in Turkey. Bibliography lists 5 sources.

  • Consumer Confidence and the Business Cycle

    A 3 page paper discussing the macroeconomic concepts of economic expansion and the role of consumer confidence. The national economy is continuing to register unexpected growth, despite several years of predictions that it must slow sometime. Federal Reserve Board Chairman reports that although the economy is 'sparkling,' there still are some ominous events unfolding. It will be continued consumer confidence that prevents recession despite the effects of the Asian currency crisis and faltering emerging markets abroad. Bibliography lists 5 sources.

  • Beyond Customer Satisfaction to Customer Loyalty by Keke Bhote

    A 10 page analysis of Bhote's new theories on how American business can achieve long lasting success. Bhote's book argues against the popular notion that if a company adheres to high quality standards, sales will take care of themselves and says that this contains an inherent fallacy-- namely, that customer satisfaction is not the same thing as customer loyalty. No additional sources cited.

  • Basics of Strategic Market Management

    This 14 page report discusses the basics of strategic market management. In terms of the larger strategies involved in market management, strategy and specific management objectives must be truly responsive to both consumer needs and desires. These are very much the attitudes necessary for success in strategic market management as the world moves into the 21st century. The key to success in the face of global competition is to find the specific and unique niches that are not being served as well as they could be and then either exert or develop an organization’s strength and expertise. Bibliography lists 16 sources.

  • A Case Study of Profitable Business Strategies

    5 pages in length. This is an excellent example paper that can be applied to any business. Analyzes the strategy to improve the profitability of the Coral Divers Resort. Executive summary makes recommendation based on an industry wide study. The paper explains how by enhancing assets that are already in place and doing an efficient and well thought out advertising campaign, Coral Divers Resort can increase profits dramatically within a relatively short timeframe. This comprehensive paper includes graphs for financial analysis.

  • Mass Media and Target Specific Marketing

    5 pages in length. Targeting specific markets is a critical component to establishing a secure consumer base; however, it is becoming more and more difficult to define the ever-blurring line of clear-cut barriers within the mass media. Gender, race, income, age, lifestyle and usage are no longer presented in rigid, easily defined components, but rather, these demographic elements are in a constant state of change. Because of this perpetual fluctuation, mass media focus must remain ever pliable. The writer discusses that such is the case with two mainstream lifestyle magazine publications: Ebony and Cosmopolitan. Bibliography lists 3 sources.

  • Buying Green - Studies in Consumer Behavior

    Three Studies on Consumer Behavior: Green Buying: A seven-page paper comparing three research articles on consumer behavior. In particular, the three articles deal with 'green buying,' and detail the techniques used to increase consumer awareness of environmental issues, differences in environmental awareness between various groups, and how that awareness translates into consumer purchasing action. Lists three sources. 99buygr.wps

  • Great Britain's Supermarkets and the Effects of Products That Are Environmentally Friendly

    This 7 page paper looks at changes in Britain's supermarkets inclusive of strict government regulations and industry standards. Environmentally friendly products are discussed in light of the expansion of the British supermarket and its impact on the society and the economy. Bibliography lists 5 sources.

  • Three Books on Marketing Compared and Contrasted

    A 9 page analysis that examines three books on marketing-- Ogilvy on Advertising by David Ogilvy; Market Segmentation by Art Weinstein; and The Marketing Imagination by Theodore Levitt. Each book is examined, in turn, as to common issues that it shares with the others. No additional sources cited.

  • An E-Commerce Marketing Plan

    A 10 page paper. No one can doubt that e-commerce is here to stay; it grows exponentially each year. Companies, whether product or service, that do not have an Internet presence will lose business to those companies that do have an Internet presence. This paper presents a marketing plan for a chiropractic consortium. Topics include: description of the business; competition; e-commerce; designing a web page; and salesmanship on the web. Bibliography lists 13 sources.

  • Website Design Analysis

    An 8 page paper that analyzes the appeal of the home pages of twenty separate websites on the basis of user-friendliness, color, graphics and professionalism. Also included is a brief discussion of the factors that make some websites sizzle while others sink.

  • Advertising to the Global Community

    An 11 page paper discussing the cultural differences that must be considered when attempting to design an international advertising campaign, ranging from the obvious such as language to more subtle attitudes toward characteristics of specific colors or overt materialism. The media used for the message is important as well. An example used in the paper is the reduced effectiveness of newspaper advertising in a developing nation where extremely low per-capita incomes and literacy rates combine to make a newspaper a luxury item useful only to relatively few citizens. Bibliography lists 10 sources.

  • Internet Marketing Information Management

    An 11 page paper discussing various data mining techniques and their applicability to marketing tasks. The paper examines searching newsgroups postings, web mining and opt-in email lists as workable approaches to gaining consumer information for the purpose of more narrowly targeting the Internet consumer. It recommends a combination of web mining and opt-in lists as a realistic and cost effective method of gaining valuable consumer information without entering the world of spam. Bibliography lists 12 sources.

  • Elements of Price Competition

    6 pages in length. Price competition is often the primary component between and among rival companies. However, woven within a company's price structure is a collection of other critical elements that help to shape the ultimate strategy. While company A might have a better product at a slightly lower price, company B's marketing tactics allow for them to be extremely competitive while still charging pennies more for the same item. The writer discusses how product pricing is not merely affixing a price tag; rather, it is the culmination of industry statistics, marketing ploys and an overall understanding of a particular store's target audience. Bibliography lists 7 sources.

  • Analysis of Website Surfing for Specific Contents

    An 8 page paper that presents an analysis of eight specialized, specific-content websites. Discussed are the overall presentation of each of these websites in regard to graphics and theme, color and contrast, user-friendliness, and professionalism.

  • Skills Needed for the Public Relations Profession

    This 5 page paper examines the field of public relations and specifically looks at the skills a person needs to possess when embarking on such a career. Skills discussed include communication, research, negotiation, creativity, and problem solving. Bibliography lists 2 sources.

  • Consumer Decision Making and the Influence of Spouses

    This 5 page paper examines one article about spousal influence in the consumer decision making processes with a focus on subcultural variations. Gender and cultural differences are examined. The article is assessed and used as a springboard for further discussion. No additional sources cited.

  • Starwood Hotel's Switching Services, WizCom versus Pegasus

    5 pages in length. The writer compares switching services as they relate to the Starwood Hotels. Bibliography lists 2 sources.

  • Analysis of a Newsweek November 27, 2000 Print Advertisement

    (5 pp) We see so much advertising that we tend to become either jaded about the advertising process, or we only notice those ads that we feel are striking and well done. The ad chosen for discussion is a TWA airlines ad in the November 27, 2000 issue of Newsweek (page 69). The qualities of print advertising will be examined, as well as the "bottom line" of the selling "pitch." Bibliography lists 5 sources.

  • China's Kentucky Fried Chicken Fast Food Chain

    This 5 page paper takes a look at KFC (Kentucky Fried Chicken), a fast food chain that is competitive in the United States as well as other parts of the world. The chain's experience in China, along with socio-cultural obstacles it has encountered, is explored. Bibliography lists 7 sources.

  • Marketing Ethics and Their Evolution from 1960 until 2001

    A 20 page paper. Some people would argue that "ethical marketing" is an oxymoron. Still, there are marketers who have tried to use ethical standards within their marketing efforts. This paper takes an historical look at ethics in marketing since the 1960s. Numerous issues are discussed, such as the predominant philosophies guiding the last forty-plus years, the fact that marketing typically follows a utilitarian perspective (which is explained) and perhaps there is a need to use another perspective. Examples are included. Bibliography lists 12 sources.

  • Marketing and IKEA North America L.L.C.

    A 15 page paper that not only addresses issues directly associated with IKEA home furnishings company but also provides explanations of a variety of aspects of marketing. These include: marketing systems and marketing research; internal sources of marketing information; IKEA product differentiation strategies; product life cycle, including explanation of the four stages in the cycle; distribution channels; Online marketing and its values; definition of different terms, such as product hierarchy; the differences in marketing services versus goods; pricing strategies; price elasticity of demand. Bibliography lists 17 sources.

  • Marketing Analysis of a Science Communication Journal

    A 12 page paper that presents a marketing analysis for a journal within the science communication field. This journal is unique because it has a number of target audiences, because it is a scholarly e-journal, and because it presents information regarding real world environmentalism, a relatively new field and one that is becoming increasingly more popular. The marketing analysis includes several subtopics that include but are not limited to: targeting positioning; customer satisfaction; competition analysis; customers and the 4Ps. Bibliography lists 7 sources.

  • Developing a New Product

    This 20 page paper considers the development and strategy formation for the launch of a new product. The example use is an electronic book, but may be any consumer product. The writer examines issues such as identifying the market, mission statements, market segments, financial targets and budgets, copyright and patent protection, perceptual mapping, conjoint analysis and market testing. The bibliography cites 10 sources.

  • Pacific Northwest Wine Country Juices Marketing

    A 5 page paper discussing how a Pacific Northwest winery could add a line of high-end nonalcoholic juices to its production for added revenues. The wine industry has been in a slump for some time, and this line is seen as being an effective means of increasing revenues while the industry is in recovery. The juices will be under private label so as not to dilute the brand of the Pacific Northwest winery producing them. Bibliography lists 5 sources.

  • Grandma Tracy's Popcorn and Marketing

    A 22 page paper combining a business plan for a startup business with a marketing plan for the first several months of operation. Grandma Tracy’s Popcorn is a startup company that initially will sell popcorn balls made from a "secret recipe" which will become part of the marketing information given to consumers. The "secret" is a family recipe containing no preservatives of any kind. All the ingredients are those that can be found in any well-stocked kitchen, a fact that the company will stress in its marketing message. The paper includes discussion of the 4 Ps of marketing (product, price, place and promotion), as well as projected financials for the first six months of operation (balance sheet, breakeven analysis and cash flow analysis). Bibliography lists 4 sources.

  • Global Setting and Strategic Brand Management

    This 16 page paper considers the way in which a brand may be strategically managed in order to maximize value and return. The writer considers issues such as the decision to standardize or customize brand the brand image in different geographical areas, the importance of positioning and brand extensions. Many examples are cited in the paper to illustrate the points raised, including companies such as Nike, Reebok, Proctor and Gamble and Gillett. The bibliography cites 17 sources.

  • Economic Behavior, Social Class Income, and Consumer Behavior

    This is an 8 page paper discussing income social class on economic and consumer behavior. In many of the theories of consumer behavior the level of income and social class seem to play a part in economic behavior and spending. Many theorists have historically believed that economic behavior was largely based on individual tastes which were unaffected by social interactions or economic class. Recently however, researchers have found that while some trends are consistent throughout classes regarding economic behavior such as over-spending and under saving in an attempt to gain status materials similar to that of the higher class, other spending behaviors differ depending on economic class, such as food consumption behavior and percentage of dispensable income spent on leisure activities. Bibliography lists 10 sources.

  • Warranty and Advertising in the Automotive Industry

    This 9 page paper has two parts. The first part discusses television advertising for cars and includes data on the amount spent by the industry and where they are spending it. It also discusses why car manufacturers use television ads. The second part of the paper discusses the warranty for Ford cars and light vehicles. The writer includes the highlights of the warranty and how a customer would get repairs under that warranty. Bibliography lists 9 sources.

  • Integrated Communication Strategies and Dog Food Marketing

    Strategy This 10 page paper considers how to build an integrated communication strategy for a brand. The writer does this by looking at Pedigree’s Cesar brand of dog food in conjunction with the five communication effects and the 4 P’s. The bibliography cites 10 sources.

  • Possible Futures Within the International Battery Market

    A 7 page paper discussing the prospects of the international battery market in terms of environmental concerns, growth for the future, dependence on the electronics industry and ability to operate profitably. The paper addresses the issues of cheap imports and their lower overall value as well as the changes in stock valuation of leading companies following the terrorist attacks of September 11, 2001. The overall market is expected to grow by 9% until 2005, however, and then follow that growth by 10% into 2010. Bibliography lists 6 sources.

  • Buying Behavior of Consumers

    A five page paper which looks at the factors which influence consumer buying behaviour and the way in which marketing strategies are formulated to take these influences into account. Bibliography lists 5 sources.

  • International Marketing, Strategy Shift, and Coca Cola

    A 20 page paper discussing the shift in Coke’s marketing perspective from a global view to one that is much more local in its approach. The company suffered massive setbacks in Europe when contamination in cans sold in Belgium and northern France sickened consumers. This is one reason for the shift away from the global focus, but there are others as well. The purpose here is to examine the shift from global to local focus, particularly as it applies to Coca-Cola France. Bibliography lists 18 sources.

  • Home Depot's 5 Year Marketing Plan

    This 16 page paper presents a marketing plan for the named company. Home Depot Inc. is the largest home improvement chain in the world and the second largest retailer (after Wal-Mart) in the United States. The company has historically offered a vast array of home and garden improvement products at the lowest cost possible with the best customer service. In recent years, its customer service has declined dramatically. This paper presents a market analysis that includes a company profile, industry analysis, analysis of the competition, a SWOT analysis of the company, mission, financial and nonfinancial goals, target markets, customer analysis, expanded services, marketing mix (4Ps), selected financial data, and a marketing plan with five-year financial projections and the five-year implementation plan. 3 Tables are included. Bibliography lists 15 sources.

  • Building Image, Brand Awareness, and Textron

    This paper focuses on the image-building and brand awareness techniques used by Textron, Inc. and Textron, Financial. While Textron does not market itself in the "conventional" way, through various acquisitions and other methods, it has maintained a strong brand identity in the many markets this company services. Bibliograpy lists 5 sources.

  • Portable Printer Marketing and Business Plan

    A 5 page paper providing a mission statement, SWOT analysis, business and marketing plan for the PalmPrint, a truly portable printer designed for use with handheld computers. The PalmPrint represents the next generation of miniaturization of computer peripherals. It will appeal to the “gadget conscious” for early sales; it will appeal to serious users for sustainable growth and development because of the value it offers the user. The new generation of handheld computers elevates the class from PDA to true computer when adding a folding keyboard; addition of the PalmPrint completes the set. Bibliography lists 5 sources.

  • Marketing Lexus G's Series and Mercedes Benz E Class

    This 8 page paper compares the marketing strategies of these two companies. Specific topics include: target markets; relationship marketing; promotional strategies; marketing mix, such as product, promotion, distribution, selling, public relations, pricing strategy; a comparison of Web sites and the audience they seem to be targeting; international marketing and recommendations for Mercedes to compete better with Lexus. Bibliography lists 12 sources.

  • Tutorial on Motivation, Marketing, Decision Making, and Accountancy

    This 62 page paper incorporates 5 essays addressing different topics within the general headings in the title. Essay #1 begins with a scenario and then discusses quantitative methods for forecasting, specifically explaining the time-series decomposition model. The essay does not include actual calculations but describes this model. Essay #2 focuses on strategic marketing management and includes discussions of developing brand loyalty and brand equity and marketing and advertising to gain market share. This essay also includes a discussion of the importance of global branding. Essay #3 is about managing people and organizations and includes discussions and explanations of several theories of motivation, including a discussion of theories of motivation for today's knowledge workers. Essay #4 discusses accountancy for managers and includes explanations of the absorption costing approach, marginal costing and activity based costing. The last essay is about strategic decision making and competitor analysis. It discusses economies of scale, economies of scope, marginal costing, price elasticity of demand. This final section also includes a comprehensive discussion of Porter's structure -> conduct -> performance paradigm and resource-based approaches to strategy. Numerous examples are incorporated in each section. 4 Illustrations are included. Tutorial comments are incorporated throughout the text. Bibliography lists 44 sources.

  • Competitive Advantage and Value Creation

    This 14 page paper begins with a general introduction that discusses the importance of value creation in sustaining competitive advantage. The writer then defines value and explains how the definition of value has changed over the last several years. The value formula is presented and the components in value are outlined. The next section explains and discusses value creation and the components in value creation. Value migration is defined and explained. Examples of companies who did not anticipate value migration are included. Lastly, the process of Customer Value Management is explained. 1 Table is included. Bibliography lists 9 sources.

  • Aluminum Baseball Bats and Marketing Challenges

    This 7 page report discusses the controversy regarding aluminum versus wood in baseball bats and decreasing the maximum allowable diameter - increasing the weight of the bat . . . who knew there could be so many issues related to baseball bats!? And who knew these issues could be the basis for lawsuits, heated debate, and endless discussion in the sports magazines and between baseball “analysts.” As a result, marketers face enormous challenges but they also have remarkable opportunities. Bibliography lists 7 sources.

  • Michael Porter's Model and Bank of America

    This 6-page paper examines Bank of American and the banking industry and determines how these two fit into Michael Porter's generic competition model. Bibliography lists 5 sources.

  • Small Family Travel Agency Going Online

    A 17 page paper discussing the rationale for a small family travel agency to develop an online presence. The travel industry still has not fully recovered from the terrorist attacks of September 11, 2001, but growth in “Internet travel” continues. This paper provides rationale for developing an online presence and describes the ideal web development team. The agency will need to decide in the beginning how it will use the site in order to be able to assess the site’s ultimate value. Even a simple site can be productive if it contributes to wider dissemination of knowledge of the agency that translates to use of its services. Bibliography lists 15 sources.

  • Nike's Internet Initiative, E-Nike and E-Marketing Strategies

    This 6 page report discusses the corporate giant Nike. Nike, the goddess of victory, is also the goddess of athletic shoes. The report focuses on Nike’s Internet-based efforts and its unique way of offering its products online. Bibliography lists 8 sources.

  • Consumption and Human Behavior

    This 5 page paper considers the similarities and differences in human behaviour sciences and the studies of consumer behaviour. The paper then consider to what extent all human behaviour may be seen as consumerist. The bibliography cites 6 sources

  • Marketing and Ethics

    An 8 page paper. Is the phrase "ethical marketing" an oxymoron? Ethics in marketing have evolved over decades but it was not until the 1980s that an emphasis on ethics began to appear in the literature. The literature notes that from the 1940s until the 1980s, the rule of thumb in marketing was caveat emptor. It still is in many ways but there are more marketers trying to follow ethical practices in today's society. This paper provides examples of unethical practices, a brief overview of the evolution of ethics in marketing and discusses the American Marketing Association's Code of Ethics. Ethics are discussed in terms of marketing research, advertisements, pricing and availability, among other things. Bibliography lists 5 sources.

  • GM's Hybrid Car Crown Victoria and Marketing

    A 5 page paper discussing external issues in marketing a hybrid car resulting from a fictitious alliance between Ford and GM. Here, Ford and GM have collaborated in an alliance to produce and market a hybrid car, one that has been a standby in the Ford product line for decades. In past years, Ford has been highly successful in profitably producing and selling trucks of all types, including its popular sports utility vehicle (SUV) lines. It has performed dismally in selling passenger cars, however. GM’s hybrid fuel system will be used in the new product, giving it fuel efficiency not possible in SUVs yet providing families with enough space for children and all their sports gear too. The alliance can present the hybrid as providing the best of all conditions for the traveling family, whether they are traveling across the country or across town. The alliance should focus on greater perceived safety; greater fuel efficiency and environmental responsibility; and the ability for the family to take only one vehicle when traveling together. Bibliography lists 3 sources.

  • Marketing Plans and the Incorporation of eMarketing

    An 8 page paper. E-commerce continues to grow at exponential rates. In today's marketplace it is essential for companies to incorporate e-marketing in their overall marketing plan. This essay explains that e-marketing still requires the company to consider segmentation and positioning. The differences are also discussed. Three types of Web positioning are explained. Characteristics of Web shoppers are reported. Bibliography lists 9 sources.

  • Satanism Rumors and a Proctor and Gamble Trademark Study

    A 6 page paper. In the early 1980s, rumor began floating that Proctor & Gamble's Trademark represents the devil and Satanism. The Trademark was designed in the mid-1800s; it includes 13 stars and a bearded man-in-the-moon. The writer explains what the Trademark really represents and relates the company tried to modify the depiction in the early days only to have drastic results. The paper also discusses the revival of these absurd rumors in the mid-1990s and what the company did. The paper then goes on to discuss integrated marketing communication approaches and how P&G could use these tools to mitigate the negative impact each time these rumors surface. Bibliography lists 9 sources.

  • Role of Customer Relationship Marketing

    This 11 page paper considers the role of relationship marketing, how it impacts on companies and their customers and the value it may create. The paper examines this in the context of financial services marketing. The bibliography cites 20 sources.

  • Consumer Behavior and the Luxury Fashion Industry

    A 50 page paper that provides a comprehensive report of the luxury fashion industry. There are several headings: Introduction, which offers comments about the luxury fashion industry in today's environment; the High/Luxury Fashion Industry, which discusses the competitive nature of the industry, the effects of 9/11 on companies, which house owns which other houses, the elements used in competition, changes in the operations, the impact of the consolidations on other aspects in the industry with examples; Self-concept and Ego Needs, which addresses the relationships between these characteristics and the purchase of luxury fashion products; Motivation as Related to Purchasing High Fashion products, which includes Maslow's hierarchy with examples of the types of businesses an individual would patronize at each level of need and also includes discussions of other motivations to purchase high fashion; Branding, Fashion Companies and Consumers; and Marketing & Media Impact on Fashion Industry and Consumers, a comprehensive discussion of the interrelationship between marketing communications. A focus is naturally on European designers but others are also mentioned in the text. Numerous specific examples are included. Far too many subtopics to mention in this abstract. 1 Graphic illustration is included. Bibliography lists 25 sources.

  • Overview of UK's Shepherd Construction

    This 5-page paper provides a SWOT analysis (strength, weaknesses, opportunities, threats) on Shepherd Construction in the UK. Bibliography lists 10 sources.

  • Societal Marketing and Green Marketing

    A 14 page paper. For the last three decades there have been intermittent attempts at marketing campaigns that emphasize the environmental safety of products. Concern for the environment has become a common and popular theme among consumers in many regions of this world. This essay explains green marketing, the principles of green marketing, the past failures of green marketing and the different segments of green consumers. The second part of the essay discusses societal marketing, the principles of societal marketing, the movement towards sustainability and the concept of the triple bottom line, and Kotler's five societal marketing concepts for which companies should be responsible. The writer also comments on the reasons consumers became cynical about marketing campaigns promoting environmentally-safe products. Survey data are included. Bibliography lists 14 sources.

  • Women Influenced by Shopping Malls

    This 5 page paper looks at how malls influence women to purchase items. Fashion is discussed and the cosmetics counter is also probed as well. Ideas about how the mall is different from ordinary stores and how the mannequin and all the other things in the setting do influence women and how they approach fashion. Bibliography lists 3 sources.

  • Major Title Company Marketing Plan

    10 pages in length. Entering the Las Vegas, Nevada title company market takes considerable business finesse and communication savvy, inasmuch as the "good old boy" barrier has significant experience thwarting those with lofty goals of developing new business with commercial realtors/developers by way of existing relationships. The Las Vegas market is unique in that its exponential growth over the last several years makes it a prime location for expanding the existing title company market; however, the prominent presence of the "good old boy" barrier makes it difficult to overcome the hurdles often constructed by such an established occupation. However, the ease with which this new title company will be able to coexist with commercial realtors/developers using established residential realtor/developer relationships is because of the need for a fresh approach to an industry that has long been governed by the "good old boy" network. Bibliography lists 4 sources.

  • SWOT Analysis of Best Buy

    This 10-page paper offers a SWOT analysis of Best Buy. Also under discussion are trends for consumer electronics. Bibliography lists 3 sources.

  • Organizational Evaluation and the 4Ps Marketing Mix

    This 6 page paper looks largely at nonprofit organizations to determine how successful marketing mix can be used in respect to e-marketing. Three organizations are the focus of this paper. Bibliography lists 3 sources.

  • Soft Drink Marketing

    An 8 page paper discussing soft drink marketing. Now as never before, marketers are charged with knowing who their customers are, what they want for themselves and what they are willing to do to get it. Successful marketers need to closely examine what makes consumers behave in the way that they do. The purpose here is to list determinants of consumer behaviors of which marketers need to be aware, and discuss changes that have occurred in the soft drink markets of Asia. Bibliography lists 9 sources.

  • Pros and Cons of E-Commerce for SME's

    This 4 Page paper considers the advantages and disadvantages that are presented with the advent of the internet and e-commerce specifically for the small and medium sized enterprise (SME). The paper outlines both the advantages and disadvantages and considers viable solutions. The bibliography cites 5 sources.

  • Market Segmentation's Influence

    An 8 page paper assessing the statement, “market segmentation and positioning are the keys to building a strategy for corporate growth.” The paper discusses segmentation and the marketing mix, using Nike as the primary example of the influence of market segmentation on business results. Bibliography lists 7 sources.

  • Nokia Corporation Analysis

    A 16 page paper. The writer begins with a very brief introduction to Nokia Corporation. The first section of the paper reports and discusses the historical growth of the company and relates the stages of growth to two specific sets of years – 1992 to 1997 and 1998 to 2001. There were significant changes in Nokia's performance between 1997 and 1998. The second section discusses the challenges Nokia has and is facing and how they have responded to those challenges. The last section discusses the business strategies of each Motorola and Nokia over the last several years. Market share data are included. Bibliography lists 15 sources.

  • Sales Management and Sales

    A 7 page paper assessing several points in sales. Sales trainer Thom Hopkins has said that sales is the easiest low-paying job or the hardest high-paying one anyone could ever have. The purpose here is to assess how the sales manager, sales psychology and formal sales training can positively affect outcomes. Bibliography lists 3 sources.

  • Taco Bell's LMS

    This 4-page paper is an analysis of a study performed on Taco Bell's Labor-Management System (LMS) and its effectiveness on labor distribution and customer service.

  • Marketing Principles, Brand Loyalty and Globalization

    This 11-page paper examines the idea that the international marketer needs to consider marketing principles (such as brand loyalty and segmentation) to succeed. The paper provides literature to support this point. Bibliography lists 8 sources.

  • E-commerce Service Options

    A 5 page paper discussing external customer service and payment options available to online merchants. The variety of services available translates to a wide range of choices being available to online merchants, allowing them to operate their businesses exactly as they choose. The cost of these services generally will be far less than any in-house effort to provide the same, bringing cost benefits for both merchants and their customers. Bibliography lists 6 sources.

  • Advertising Effectiveness

    This 5 page paper looks at two advertisements and examines them to show how they are effective. The two advertisements are Maybelline Sky High Curves mascara and the diesel X-type Jaguar. The advertisements are examined for content and the way that the message is communicated by way of information and emotional appeal and the use of brand knowledge and aspiration. The bibliography cites 2 sources.

  • Thomas Cook, Shell, and eBay Business Analysis

    A 16 page paper comparing and contrasting the industries and types of businesses represented by Shell Oil and Thomas Cook (eBay is mentioned only in passing and is not part of the analysis). All businesses require accurate and useful information on which to base business decisions. The types of information they need will depend on the types of industries in which they operate, however. While most Thomas Cook customers could be expected to have no opinion as to the ethics of that company, many are vitally interested in the same measure regarding Shell. All businesses are obliged to take advantage of the information available to them as a means of increasing their competitive advantage within their industries and markets. The paper discusses environmental analysis, segmentation, positioning and research for both Shell and Thomas Cook. Bibliography lists 5 sources.

  • Perceptions, Products, and Marketing

    This 10 page paper looks at how marketing sells perspectives rather than products. The paper considers how perceptiveness are built up with the use of direct and indirect marketing, using others, such as children as agents. The paper illustrates all points with examples to demonstrate their real life application. The bibliography cites 15 sources.

  • Perceptions and Product Marketing

    This 10 page paper looks at how marketing sells perspectives rather than products and the role that integrated marketing communication plays in the creation of the consumer perspective. The paper looks at the role of integrated marketing communication and demonstrated how it takes place to create the desire impression and associations with a brand. The paper illustrates all points with examples to demonstrate their real life application. The bibliography cites 15 sources.

  • Promotional Analysis of Harry Potter Books and Films

    A 4-page Promotional Price analysis on Harry Potter books and movies. The author addresses how this book is being promoted in the television, print, internet/point-of-sale media. Bibliography lists 5 sources. JVpotret.rtf

  • Taste and Cultural Capital

    Culture capital is the hidden ledger that posts the scorecard for cultures within society. Culture capital is social interactions that amount to social transactions among the popular people (dominant) and those who observe them (dominated). This kind of capital is related to taste — the taste of the dominating social group. This paper explores the relationship of taste to capitalism, and briefly looks at consumerism through the eyes of Veblen and Bourdieu. Bibliography lists 3 sources. JVcultast.rtf

  • Marketing Feasibility of Natural and Organic Food Products

    A 6 page paper discussing the launch of a new product line specializing in natural and organic origins. Del Monte Foods seeks to establish its Organ-A-Farms line of organic and natural food products packaged for and marketed to the mass market. The company can emphasize natural products and corporate social responsibility (CSR) as part of its public communications and relations messages. Bibliography lists 6 sources.

  • Coke Leading Pepsi in Soft Drink Success

    The competencies that succeed in the soft drink industry include offering classic products that consumers trust to taste exactly how they expect them to taste, combined with new products that respond to current trends. For example, there is a rush to get low carb drink products on the market to meet current trends. This is combined with creating a consumer following for the brand, as in any branded product. However, traditional economic methods also apply, particularly in this case, distribution and organization. In the battle between Coca-Cola and Pepsi, the sides are drawn as crisply as the lines between Hektor and Achilles, but Coke still reigns. Bibliography lists 4 sources. jvSoftDr.rtf

  • Marketing Strategies for Coca Cola

    A 10 page paper. The Coca-Cola Company has been the world's largest producer of carbonated soft drinks for many years. It holds that position through diversification, development of new products, creating new markets, and market penetration. This essay reports and discusses the company's marketing mix, how they target niche markets, and how they position the company. Bibliography lists 12 sources.

  • Market Research on Frigidaire's Front Loading Washing Machines

    This 2.5 page paper continues the case study of Frigidaire's new front-loading washing machine. The essay begins with an overview of market segmentation and an outline of market research the company has that segments the market. The writer then recommends positioning strategies for marketing this new machine. Bibliography lists 1 sources.

  • Product Life Cycle of VADs Ventricular Assist Devices Product Life Cycle

    A 6 page paper discussing where ventricular assistive devices (VADs) currently reside on the product life cycle curve; what factors are likely to affect their growth; and how long producers can expect the product to be an active contributor to revenues. Recently approved by the FDA as an artificial heart, VADs are poised to become an end-goal product rather than only a bridge buying time until a heart can be found for transplant. The paper discusses costs and what producers can expect to gain from VADs over the next several years. Bibliography lists 4 sources.

  • Electronic and Physical Best Buy Stores

    A 6 page paper comparing the virtual and physical shopping experience and benefits for the company, using Best Buy as the example. The virtual and physical stores are great complements for each other. They each have their strengths and each contributes to the company’s overall success. Bibliography lists 1 source.

  • Strategies of Gerber Products Company

    This 4-page paper discusses certain product and management strategies as introduced by the Gerber Products Company, the people who produce the baby food. Bibliography lists 3 sources.

  • Mobile Printer Product Management Plan

    An 18 page paper providing a product management plan for a versatile printer to be used with handheld and laptop computers. There is need for printers that are light enough to be truly portable and durable enough that they can withstand the shocks they may receive in being moved regularly. The company has developed such a printer, one that fills the gap left by similar products that already exist. The paper describes opportunity identification and selection; concept generation; concept/project evaluation; development; and launch. It includes a project plan for the test marketing phase and a capital budget analysis for the first three years of operation. The project is a modest one, in part because of the limited penetration of handheld computers to date. The advantage to the company in pursuing this project now is that it fills a specific need and has the ability to gain first-mover advantage in the industry. Bibliography lists 9 sources.

  • Children Promotion of Advertising Ethics

    This 7-page paper focuses on the ethics of advertising, most specifically, advertising to children. Bibliography lists 5 sources.

  • Swimming Pool Business Results Enhancement

    A 5 page paper assessing several points of economic consideration regarding the operation and potential expansion of a small, one-location swimming pool service and supply business. Questions address topics including elasticity of demand; law of diminishing return; economies of scale; potential price strategies; and business expansion possibilities. EPS is in an ideal position to enhance its business results without the need for a great amount of additional effort or cost. The paper recommends it increase its number of commercial accounts and increase retail sales. Bibliography lists 4 sources.

  • Richard Daft's Management Concepts and the Life Cycle Theory

    This 7-page paper discusses product lifecycles in connection with Ford's Mustang car. Also presented are Richard Daft's management theories, and how they tie into lifecycle theory. Bibliography lists 3 sources.

  • Public Policy and Marketing Ethics

    This 10-page paper discusses marketing ethics and marketing theories, particularly the contingency theory, which helps marketers analyze the complex and ever-changing conditions of the marketplace. It also defines needs and wants, and briefly discusses public policy in regard to consumerism. Bibliography lists 8 sources.

  • Southern California's New Youth Skin Care Cosmetics' Marketing Plan

    A 14 page paper presenting a marketing plan for A New Youth, an all-natural skin care cosmetic currently local to Southern California. A New Youth's products constitute a single primary line of skin care products designed for facial use. The products are available in two lines to more closely accommodate customers' personal needs. The new product is Youthful Aging, a line of skin care products targeting women over the age of 35. The product line specifically addresses optimum skin care and does not contain items of makeup, making it appropriate for use by men as well. Includes a SWOTT analysis and budget. Bibliography lists 7 sources.

  • It's Popcorn Time Marketing Plan and Recommendations

    A 5 page paper consisting of speaker notes for an available PowerPoint® presentation of a marketing plan for a single-location confectioner specializing in coated popcorn produced according to a newly-patented process. The marketing plan recommends instituting online sales and entering agreement with a third party gift business, as well as hiring a knowledgeable, no-spam Internet marketer to assist the company in promoting itself online. Bibliography lists 4 sources.

  • Product Life Cycle and Sirius Satellite Radio

    A 6 page paper discussing the rate at which Sirius Satellite Radio can be expected to move through its product life cycle. Product life cycle often is presented as a bell curve; others characterize it as a flatter curve as the product progresses from introduction to decline. Sirius' growth in 1Q2005 represented a 409% increase over 1Q2004, and analysts expect it to grow at a rate of more than 50% over the next five years. Sirius appears to be well positioned to enjoy the high revenues of the growth phase for several years. It likely will not begin to enter its maturity phase for another seven to ten years, and it can expect to remain in that phase for many more years than it spends in high growth. Bibliography lists 5 sources.

  • Women's Apparel and the Life Cycle of the Fashion Industry

    A 4 page paper discussing the place of women's apparel on the industry life cycle curve. Every product and industry can be fitted onto the life cycle curve, characterized by development, introduction, growth, maturity and decline. There is no question that women's apparel lies mostly in the maturity phase of the industry life cycle. Though some factors appear to enter the decline phase, it is difficult to conceive of the industry fully and permanently in that final phase. Commodities could become the norm in the future, but true obsolescence is unthinkable. Bibliography lists 5 sources.

  • MacIntosh Branding

    This 14 page paper discusses what branding is and the importance of developing brands. The variables involved in creating a brand image are discussed. Passionate branding is explained, including the traits of passionate branding. The bulk of the paper describes how Apple developed the Mac brand, which is a passionate brand. Mac users are fiercely loyal. The message of the Mac brand and the variables involved are explained. Bibliography lists 9 sources.

  • Government Prohibition of Tobacco Advertising and its Youth Impact

    This 5-page paper discusses the effects of tobacco advertising on youth and teens, to determine if government has a right to ban it. Bibliography lists 5 sources.

  • Benefiting and Educating Consumers Through Advertising

    A 4 page paper discussing the benefits of using advertising to educate consumers. Educating consumers is a point of advertising's classic rules, but advertisers have moved increasingly further away from that rule in recent years as they strive merely to put brand names in front of consumers. As is the case with anything else when one or more points of "laws" are ignored, those ignoring those standard rules miss opportunity to achieve greatest efficiency. Pharmaceutical companies, online traders, online bankers and a host of other companies dealing in goods and services have fared well by including consumer education in their marketing efforts. Bibliography lists 6 sources.

  • Exporting Computers to Kenya

    This 7-page paper discusses how a U.S. company would go about exporting computers to Kenya. Information included includes the economy, the potential market, political structure, taxes and licenses required and methods of promotion. Bibliography lists 5 sources.

  • Ecotourism Marketing Plan

    This 6-page paper discusses a potential marketing plan for tourism, including product description, situational analysis, pricing strategies, distribution and promotional strategies. Bibliography lists 5 sources.

  • Future Services and Sales Demand Forecasting

    A 4 page paper discussing items that forecasting planners need to consider when designing a forecasting process. It is the task of the forecaster to determine which direction demand will travel. Organizations must be prepared for increased demand; they also must enter times of downturn with foresight. Each condition requires that forecasts be accurate and complete, at least as far as each is possible without also possessing the ability to predict the future. Bibliography lists 3 sources.

  • Marketing Metaphor of the Water Cycle

    A 5 page paper using the water cycle – the process by which water evaporates from the ocean to come back to earth as rain and then return to the ocean again – as a metaphor for marketing. The metaphor of marketing as a function of the water cycle can help marketers determine the degree to which they need to go in disseminating their marketing messages and where they need to focus. As it is undesirable for some areas to have too much rain while others suffer drought, marketers should seek to be more even in their coverage of target markets, both in geographical coverage and in the level of saturation they strive to achieve. Bibliography lists 6 sources.

  • It's Popcorn Time Marketing Mix

    A 4 page memo to the owner and financial advisor of a single-location confectioner specializing in coated popcorn addressing promotion, pricing and distribution issues associated with plans to implement online sales and perhaps entering into a contractual agreement with a national gift service company. IPT appears to be well positioned to expand to the degree that implementation of online sales and association with the gift service company will require. What remains at present is to ensure that current suppliers will be able to meet anticipated volume increases, and to design the new business goals in such a manner that they do not adversely affect existing customers. Bibliography lists 2 sources.

  • Training Considerations for Preparing Dealers to Sell An Italian Brand of Short Wave Radio

    A 5 page paper evaluating alternatives available to Radio Palermo, an Italian manufacturer of short-wave amateur radios that is well accepted in Europe but has poor sales in the US. The company and its US dealers are at an impasse, with Radio Palermo insisting that dealers train their sales people better and dealers retorting that they are unwilling to give Radio Palermo any more attention than their other 150 vendors. The paper recommends developing a training program for dealers and their salespeople. Bibliography lists 5 sources.

  • Promoting Weekend Cruise to Puerto Rico

    A 6 page paper containing slide contents and speaker notes for a 12-slide PowerPoint presentation promoting the addition of weekend cruises between Puerto Rico and the British Virgin Islands. The presentation has many pictures from Puerto Rico. Bibliography lists 4 sources.

  • A Career Path as a Marketing Manager

    This 14 page paper looks at the career of a marketing manager. The paper is written in three parts. The first part looks at the role, qualifications and skills needed as well as general background information. The second part considers the labour market conditions for the chosen career and the third part of the paper uses a SWOT analysis to consider the students plan to pursue a career in marketing management. The paper is written with specific reference to the UK, but most aspects are valid internationally. The bibliography cites 7 sources.

  • Electronic Media and Direct Marketing

    This 13 page considers the following quote “…the power of the web…is as a direct marketing medium par excellence…the web or…email marketing…are simply new media offering new scope for the exercise of direct marketing skills”. The paper looks at the role of direct marketing and how it is undertaken through electronic mediums such as the internet and how it has adapted and changed marketing. The bibliography cites 15 sources.

  • Types of eMarketing

    This 6 page paper that explains how online marketing differs from traditional marketing, and what types of eMarketing Tools are used to gain and retain customers on the internet. The bibliography cites 9 sources.

  • Toshiba Tablet PC

    A 3 page executive summary for a larger marketing review of the Toshiba Tablet PC family of products. The summary addresses the product, target market, marketing strategy, the competition, distribution channels and communication tools being used with customers. Bibliography lists 5 sources.

  • Schlosser: "Fast Food Nation"

    This 4 page paper discusses what Schlosser says about standardization, uniformity, and conformity in the fast food industry on one hand, and nonconformist entrepreneurs on the other. It also considers the movie industry, which is becoming standardized in the same way as fast food. Bibliography lists 1 source.

  • Collecting and Using Marketing Data; The Case of Tesco

    This 4 page paper looks at a company that has shown great skills in the collection and use of market data. Tesco, a UK supermarket, has used its’ ability to collect and analysis market data to create a competitive advantages. This paper looks at how the data collection takes place and why the data collection has been so successful. The bibliography cites 2 sources.

  • International Marketing

    This 12 page paper discusses why companies engage in international marketing rather than a series of national marketing strategies. The paper starts by looking at models and theories that explain how and why companies internationalize and then looks at the way this reflects on marketing strategy choices. The paper argues as the companies get larger there is a natural progression to increased use of standardized international marketing. The bibliography cites 12 sources.

  • Pricing at the U.S. Naval Hospital, Guam

    A 4 page paper discussing pricing and using a Naval hospital as the target organization. The U.S. Naval Hospital, Guam has the freedom to establish prices for any goods or services not covered by Medicare, but it has no freedom at all when establishing prices for goods and services for which Medicare could be asked to pay. This is a fact of health care in evolution. Bibliography lists 4 sources.

  • Marketing Massage Oil In the United Arab Emirates

    An 8 page action plan for introducing a new massage oil in UAE's largest city. The company envisions establishing and benefiting from a niche market for Elemis Massage Oil, one in which customers are loyal to the product and actively ask retailers to provide it for them. The company seeks to be well established in the market before it attracts a great deal of attention from other potential competitors. Bibliography lists 6 sources.

  • Advertising Hershey Chocolate

    A 7 page paper tracing the advertising of Hershey chocolate from the 1930s through the 1990s and into the present for the purpose of assessing message changes over time. It can be argued that advertising changes society, but in the case of Hershey's chocolate it needed to follow society rather than seeking to change it as leading products changed from cocoa to candy in individual servings. Bibliography lists 5 sources.

  • The Marketing Information System

    A 6 page paper discussing the use of marketing information. The marketing information system is comprised of internal data, marketing intelligence and marketing research. Each form of information has its place in consumer and business behavioral models; the purpose here is to assess those facts for both consumer and business buying behavior models. Bibliography lists 3 sources.

  • Automotive Robotics Venture

    A 6 page paper providing pro forma statements and a marketing focus for a company offering generic robotic applications to the auto maker industry in the US. When a single unskilled worker costs upwards of $100,000 annually, the cost of robotic applications is not so daunting. Generic applications that can be customized to the needs of an individual manufacturing site further increase the overall economic benefit, and it will be that point on which Applied Auto Robotics focuses in marketing its products to the entire industry, beginning with Ford and GM. Bibliography lists 4 sources.

  • The Benefits and Dangers of Using Personalities to Promote a Brand

    There are many examples of celebrities endorsing or taking part in marketing for goods or services. From Henry Cooper promoting Brut, to Jamie Oliver promoting Sainsbury’s and Carol Vordeman promoting secured loans the practice is widespread. This 11 page paper looks how and why famous personalities are used in marketing and the benefits along with the dangers. The paper cites numerous examples to illustrate points raised. The bibliography cites 15 sources.

  • Global Branding And Global Brands

    An 8 page paper that begins with a discussion about brands and branding and the importance of branding. The essay then reports the most recognized brands and the top global brands, according to different reports. One report includes a comparison of the top brands in different geographic regions. Another study reports top brands in terms of brand value. Brands are identified. 1 Table included. Bibliography lists 9 sources.

  • Building Customer Loyalty Through Loyalty and Reward Schemes

    This 17 page paper looks at the way that companies try and create loyal customers with the use of reward schemes. The paper looks at the use of reward or loyalty schemes, how and why they have become so popular and the way loyalty is seen in the real world, including the idea of polygamous loyalty and the way they may support brand values and their potential to provide differentiation. The bibliography cites 22 sources.

  • Marketing Issues; Segmentation

    This 14 page paper looks at the issues and the challenges for the marketing managers in consumer goods companies when applying market segmentation including why market segmentation matters and how it relates to target marketing and positioning. The bibliography cites 10 sources.

  • Ice-Fili and Russia's Ice Cream Market

    A 7 page paper discussing conditions at Russia's leading domestic ice cream producer, Ice-Fili, as of 2002. Russian ice cream is unique in that it is much higher in fat and contains less sugar than Western ice cream, and by 2002 Ice-Fili was facing significant competition from Western companies including Baskin-Robbins, Ben & Jerry's, Nestlé and Unilever. The paper discusses the Russian market (Russians are devoted to their ice cream) and recommends that Ice-Fili open stores in urban areas. Based on Harvard Case 9-703-516. Bibliography lists 3 sources.

  • Can and Do Global Brands Exist?

    Many companies seek to compete with the development of global brands. This 9 page paper considers what can be defined as a global brand, looking at the spread of the brand and the way the branding messages are communicated. The paper considers the theory and uses examples to illustrate points raised. The bibliography cites 9 sources.

  • Advertising on the Internet; Creating Pull for Bricks and Mortar Stores

    This 4 page paper considers if it is possible to internet advertising in order to create demand for a product in retail stores and persuade the retailers to stock the goods. The paper looks at the case of Estee Lauders’ ‘Advanced Night Repair Concentrate’, and considers if this type of strategy will persuade the shops to stock the product. The bibliography cites 7 sources.

  • Apple Inc; Product Perception Maps

    This 4 page paper presents three product perception maps for Apple products. The products examined are the iMac, the iPod and iTunes. Each are discussed and placed on a two dimension grid which assess the most important perceptions to the customer when making the purchase decision. The bibliography cites 5 sources.

  • Madcap CraftBrew and Bottleworks: Zebra Beer Continued

    A 4 page paper recommending that a microbrewery that wants to grow form an alliance with a mail-order beer club in an effort to place its product with a greater number of people as well as increase sales and repeat business. Bibliography lists 3 sources.

  • Marketing Communications and the Selling of Financial Services

    Financial services products are an intangible good and may often be a grudge purchase making them harder to sell. This 5 page paper considers the role of communications in marketing financial services and looks at how a financial services company can gain a competitive advantage. The bibliography cites 8 sources.

  • Cinnabon; Competitive Analysis

    This 8 page paper examines Cinnabon and performs a strategic external analysis of the company in the wider environment. Using Porters Five Forces model as a framework to look at factors such as market attractiveness, major trends, value delivery systems as well as a customer and competitor analysis. The bibliography cites 9 sources.

  • Analysis of Marketing Opportunities; The Car Market in Australia

    This 16 page paper examines the macro environment in Australia to consider the suitability of launching a new luxury hybrid car. The paper outlines the product and then considers the economic, demographic, cultural, natural, technological and political influences from the theoretical and the practical perspective. The bibliography cites 7 sources.

  • Marketing Communication; Coca-Cola, Pepsi and Sainsbury Own Brand

    For a brand to be successful the way marketing communication takes place is very important. This 12 page paper looks at three brands; Coca-cola, Pepsi and Sainsbury’s own brand to assess the way that they are marketing assessing the way that communications are used and their effectiveness in reaching their target market. The paper focuses on the marketing communication in the UK. The bibliography cites 6 sources.

  • Amazon's Frontiers

    A 7 page paper assessing some of the areas that Amazon.com traveled through before becoming profitable. Preceding Amazon's arrival at profitability was a metamorphosis almost as complete as that which takes the caterpillar to the form of butterfly. Along the way the company developed a business model that serves it and its customers well. Three of the areas that Amazon has had to navigate are those of technology, the "chasm" of customer acceptance and its own evolution. Bibliography lists 2 sources.

  • Motorola's Quest to Regain Market Share in China

    A 6 page paper discussing Motorola's history in China and its loss of wireless handset market share in the early 2000s. The paper recommends that the company focus on long-term profitability, in the form of working to increase market share now and then preserving the market share it is able to gain. In no event should the company allow competitive pressures to force it to market with an inferior product as it did in the US with the low-end Razr. Bibliography lists 3 sources.

  • Internet Marketing Options for a New SME

    This 3 page paper considers potential marketing options for a new medium sized e-business. Choices such as search engines, banner advertisements and viral marketing are discussed along with a potential way of monitoring the sales that the different marketing sources create. The bibliography cites 3 sources.

  • New Coke: Marketing Flop

    4 pages in length. Diversity is a critical component to any company's continued success; without the benefit of change, organizations cannot expect to remain competitive within their own industries. However, there is a fine line between reinventing an already popular product within acceptable consumer boundaries and completely altering the product so it is wholly unidentifiable. The Coca-Cola company crossed over this line when they introduced the ill-fated New Coke in response to Pepsi's many offshoot products. The extent to which consumers shunned New Coke is both grand and far-reaching; that the manufacturer was compelled to bring back original Coke a mere seventy-nine days after New Coke's release (McGregor et al, 2006) speaks to a marketing faux pas that should have been realized long before New Coke ever progressed beyond the proverbial drawing board. Bibliography lists 4 sources.

  • Measuring Brand Equity

    This 8 page paper looks at issues concerning the way brand equity is measured and why it is important. The first part of the paper considers the measurement of brand equity including looking at brand assets and liabilities. The second part of the paper looks at what it meant by hard equity and why it is different to brand equity. The third part of the paper looks at the work of Interbrand in measuring brand equity. The last part of the paper discuses how brands can act as signals and looks at the link between brand and hard equity. The bibliography cites 15 sources.

  • Consumer Behavior

    This 4 page paper discusses some aspects of consumer behavior, such as the stages in the buying process beginning with the perception of need and the level of involvement based on the type of purchasing. Bibliography lists 2 sources.

  • Branding

    This 16 page paper looks at how successful branding takes place. The paper start by examining what is meant by branding and successful branding and then looks at the way it may be achieved, including the similarities and differences between B2B and B2C branding. Based on the findings at set of steps to successful branding are formulated. The bibliography cites 19 sources.

  • Developing A New Branding Strategy for A Fashion Firm

    This 17 page paper looks at the way that a new branding strategy could be developed for a fashion company which has a target market of male and female 14 – 22 year olds. The paper examines the target market and the influences on that target market, determines the brand message and values and proposes a brand strategy that can be used to communicate that brand message to the target market in a way that will be well received. The bibliography cites 8 sources.

  • DELL INC. - A MARKETING ANALYSIS

    This 6-page paper provides an overview of Dell Inc., as well as a SWOT analysis of the company and its competitors. Bibliography lists 6 sources.

  • CUSTOMERS AND BRAND RELATIONSHIPS

    This 3-page paper examines the concept of brand loyalty as it applies to cell phones (Sprint) and movies (Disney). Bibliography lists 3 sources.

  • Versatile Shoe's Product Life Cycle

    A 3 page paper describing the anticipated life cycle of an innovative shoe product. Movement through the product life cycle is predictable and can be assessed with measurement of units sold or revenues. Knowledge of the point that the product occupies at any given time on the curve of the life cycle informs marketers of how they need to approach their promotion of the product. Bibliography lists 2 sources.

  • VIDEO GAME INDUSTRY - AN OVERVIEW

    This 4-page paper examines the video game console industry, its major players and its strategies (both development and marketing).

  • MARKETING STRATEGY FOR A PLASMA TV

    This 5-page paper provides a marketing strategy for a plasma television set. Bibliography lists 2 sources.

  • Who Killed the Electric Car?

    A 3 page paper which examines elements of the film Who Killed the Electric Car? Bibliography lists 2 sources.

  • World Wildlife Fund Marketing Plan

    A 10 page marketing plan for the World Wildlife Fund, targeting corporate members and school teachers in the United States. The plan seeks to gain new members and corporate sponsorship totaling $6.25 million on a $400,000 investment. Bibliography lists 11 sources.

  • Nokia v iPhone

    This 9 page paper looks at the launch of the new Nokia 5800 XpressMusic. The paper is written in 3 parts. The first part of the paper looks at the concept of environmental scanning and why it is important to marketers. The second part of the paper undertakes environmental scanning, using a PESTEL and SWOT analysis considering the position of Nokia with the launch of their first touch screen telephone with the online music service 'Comes with Music'. The last part of the paper outlines a marketing campaign that could be used to market the telephone. The bibliography cites 6 sources.

  • Why Has Packaging Become Such A Significant Part Of Marketing Activity?

    This 3 page paper looks at why packaging is so important in marketing terms, issues such as customer perception and image are considered and ethical and environmental concerns regarding packaging. The bibliography cites 2 sources.

  • Marketing a Hospital

    This 10 page paper considers the way that a hospital will develop a marketing strategy to market its services. The paper considers the way that marketing theory will be used to help identify and develop a plan, what marketing elements the plan should include and how the plan should be linked to the overall business plan. The paper looks at who the marketing plan will be developed it does not present a marketing plan. The bibliography cites 10 sources.

  • Integrated Marketing Communication and Creating Brand Awareness

    This 4 page paper is written in two parts, the first part looks at what advertising and promotion is so importance in an integrated marketing communication (IMC) strategy. The second part of the paper considers the way that brand issues and desired image need to be considered before formulating a brand strategy. Both sections are illustrated with examples from the marketing of Calvin Klein. The bibliography cites 5 sources.

  • IBM Systems and Technology Marketing

    This 8 page paper examines the marketing approach of IBM Systems and Technology, part of IBM, in order to determine whiter or not they are a marketing orientated firm. The paper includes a discussion on the propose of marketing in a modern organization, a SWOT analysis of the marketing, consideration of the B2B model and the use of customer relationship management, the marketing mix and the general marketing strategy. The bibliography cites 8 sources.

  • Business Proposal for Mobile Oil Change, LLC

    A 9 page business proposal for a mobile oil change service in Denver, Colorado. The paper provides business description, competitive analysis and marketing concept. Mobile Oil Change provides a necessary service at competitive prices and at times and places convenient for customers. All companies owning any size fleet of vehicles needs the service, and every business needs the increased efficiency that Mobile Oil Change service can provide. Bibliography lists 7 sources.

  • Wal-Mart - How the Marketing Mix Satisfies the Target Market

    This 10 page paper is written in two parts. The first part of the paper looks at the marketing mix and assesses how successfully Wal-Mart's marketing mix suits it target consumers. The issues pr product, price, placement and promotion are all considered. The second part of the paper looks at the way that Wal-Mart could develop future strategies that would appeal to the target market and enhance revenues. The bibliography cites 9 sources.

  • Consumer Purchasing Decision Making

    A 6 page paper that begins with a short introduction and three hypotheses regarding consumer purchasing. The bulk of the paper discusses how and why consumer decide to buy a product or service and includes a decision making process and personality variables that influence the decision. Bibliography lists 7 sources.

  • CONSUMER DECISION-MAKING AND MARKETING

    This 7-page paper focuses on the consumer decision-making process and outcome as it pertains to a fictitious brand of ice cream.

  • Rayovac Corporation - The Rechargeable Battery Opportunity

    A 5 page paper based on Ivey Case 906A36. The paper assesses opportunities and risks of increased focus of rechargeable batteries in North America, recommending that Rayovac develop the market to take advantage of the high growth stage of the product life cycle. Bibliography lists 7 sources.

  • Consumer Behavior and Analysis; Greetings Cards

    This 10 page paper looks at the consumer behavior that is observed in the greetings card market. The behavior is analyzed using a range of approaches, including Maslows Hierarchy of Needs, personality types, emotions, attitude and segmentation. The bibliography cites 15 sources.

  • SCRUBBING BUBBLES - A COMPETITIVE ANALYSIS

    This 4-page paper provides a competitive analysis about Scrubbing Bubbles, which is a cleaning product manufactured by SC Johnson Cos.

  • Why has Fair Trade Chocolate Failed to Become a Top Selling Chocolate Bar; A Research Proposal

    This 14 page paper is a research proposal for assessing why a fair trade brand of chocolate does not outsell a well known brand of chocolate that is not fair trade certified. The paper starts with an introduction, aims and objectives and gives a justification for the subject. A literature review of relevant concepts is then followed by the outlining of a methodology and a timetable of undertaking the research. The bibliography cites 14 sources.

  • The Perception of Ethics in Marketing

    This 11 page paper presents research findings based on a questions provided by the student to assess the perceptions of the general public regarding the presence and influence of ethics in marketing. The paper presents an introduction, methodology, findings and analysis of findings. The bibliography cites 7 sources.

  • Marketing Issues for Banks

    This 18 page paper is written in four parts. The first part looks at the use of a marketing audit, discussing what it is, why it is useful and how it may be of value to a bank such as HSBC. The second part of the paper considers why it is important that firms innovate and applies this to the banking industry,. The third part of the paper suggests a new marketing plan for HSBC and the last part of the paper looks at ethics in marketing, how two other firms; McDonalds and Walls Ice-cream can dealt with ethics and then considers the important of ethics in marketing banks. The bibliography cites 11 sources.

  • Marketing Budget at Nike, Inc.

    A 3 page paper that begins by explaining that this company has a number of 'target markets' and reports the amount and proportion of revenue the company spends on marketing and advertising. The writer reports some of Nike's alternative and innovative marketing tactics. The writer reports that even Nike is reducing its expenses in this economy. Bibliography lists 5 sources.

  • MARKETING MIX AND MCDONALDS CORP.

    This 4-page paper discusses the marketing mix, the 4Ps, and how McDonald's Corp. uses the marketing mix. Bibliography lists 3 sources.

  • TWIST JUICE AND THE EGYPTIAN MARKET

    This 22-page paper presents a marketing plan and situational analysis for the Twisted Juice product line in Egypt. Bibliography lists 7 sources.

  • Tourism and the Internet

    This 16 page paper looks at the development of the internet as a distribution medium for travel services, concerning how and why this has occurred, identifying relevant factors and looking at how firms such as Expedia and Orbitz are able to satisfy customers’ needs in an effective manner. The bibliography cites 20 sources.

  • The Cars of the Future

    A 6 page research paper that discusses the latest innovations and thinking about the future of the automotive industry, focusing on electric cars and ideas for mass transit. Bibliography lists 3 sources.

  • The Growth of Online Shopping

    A 3 page paper. The writer provides statistical data reflecting the growth of e-commerce in terms of sales. The data for the most recent holiday season are provided. The paper also identifies Online shopper demographics. Strengths and weaknesses of e-tailing are reported. The writer also comments on the growth of Online shopping in India. Bibliography lists 6 sources.

  • Fair Trade Goods and Consumer Purchases Patterns

    This 7 page paper looks at a recent consumption trend, increased demand and consumption of fair trade products. The way the patterns is emerging, influences in the trend and the way it is used by retailers, as well as the limitations in the trend are all discussed. The bibliography cites 14 sources.

  • NEGATIVE WORD OF MOUTH AND VIRAL MARKETING

    This 4-page paper discusses the concepts of negative word of mouth marketing and viral marketing. Bibliography lists 5 sources.

  • Environmental Analysis of the Fast Food Industry in Australia with a Focus on the Asian Sector

    This 6 page paper looks at the influences on the Asian fast food market in Australia, looking first at the macroenvironmental influences including political, economic, social and technological factors. The second part of the paper then looks at the industry environment giving a general market overview, consideration of the competitors and the channels of distribution as well as the customers. The paper ends with a brief section on the threats, opportunities, weaknesses and strengths faced by Asian fast food companies. The bibliography cites 14 sources.

  • The Launch of Innocent as a Multidimensional Product

    This 3 page paper looks at the case of Innocent Smoothies, considering the multidimensional nature of the product and how when it was launched it may have been perceived as a new product according to Booz, Allen and Hamilton. The bibliography cites 2 sources.

  • The Branding of a New Range of Refrigeration Products

    This 10 page paper considers the way in which a new product may be considered in terms of branding strategy. The example of a new range of refrigeration units for the home, car and caravan are considered. The paper outlines the way in which a branding strategy may be considered, including the name and design of the logo, as well as the psychology behind the brand and the way that it may be utilized in Internet marketing. The last of the paper considers the way in which the brand may be managed in an international environment. The bibliography cites 14 sources.

  • Niche Businesses and Effective Social Media Marketing

    This is a 3 page paper that provides an overview of the value of social media to inexpensive marketing. The use of an expertise-oriented blog and social network campaign to promote a hypothetical niche business is explored. Bibliography lists 0 sources.

  • The Potential of Mobile Marketing

    This 9 page paper is written in report format and looks at the concept and potential uses of mobile marketing for use by a fictitious firm. The potential benefits and concerns over the way this format is examined with consideration of the application to practical applications. The bibliography cites 7 sources.

  • CALIFORNIA PIZZA KITCHEN AND CUSTOMER SATISFACTION

    This 13-page paper provides a marketing and quality overview of California Pizza Kitchen. Bibliography lists 12 sources.

  • Retail Stores Seek Too Much Information

    This 3 page paper provides an overview of consumer privacy laws and why they should be stricter. Also addressed is the fear of identity theft and how keeping customer information private will reduce the risk of falling victim to this crime. Bibliography lists 4 sources.

  • Advertising in the Chinese Market

    This 3 page paper examines an article about marketing in China. The paper focuses on the study conducted by authors. Bibliography lists 3 sources.

  • The Use of Psychology in the Development and Use of Brands

    This 15 page paper looks at the brands and the way in which they are used and developed in order to support sales and revenue creation with the understanding and leveraging of consumer psychology. The paper looks at the way branding takes place and the way in which consumers relate and identify with brands and then examines a case study that demonstrates the use of psychology in branding. The bibliography cites 18 sources.

  • The Importance of Branding in Marketing and Sales

    This 17 page paper looks at the concepts of marketing, sales and branding defining and explaining the role of each before considering the way in which a firm may use different strategies to promote brandings which in turn may promote sales. The bibliography cites 10 sources.

  • The WonderBra and the Selection of Promotional Strategies

    This is a 3 page paper that provides an overview of sales promotions. The WonderBra is upheld as an example of choosing the appropriate sales promotion strategy for the product. Bibliography lists 4 sources.

  • Consumer Behavior

    A 4 page paper that discusses the issues marketers need to consider when designing campaigns. The paper discusses how the market has changed giving consumers more power than ever before. Bibliography lists 4 sources.

  • How Can the Persuasiveness of Marketing Communication Be Optimised?

    This 9 page paper considers the practices persuasive communication in marketing from a social psychology perspective. The paper examines the way in which marketers may seek to use communication to persuade consumers to purchase the goods. Different tactics, best practice and theoretical approaches which contribute to the idea of persuasive communicational discussed, including the use of examples to illustrate points raised. The bibliography cites 12 sources.

  • Marketing Mix Overview - Amazon.com

    This is a 5 page paper that provides an overview of Amazon.com's marketing mix. The realities of overseas marketing are touched upon. Bibliography lists 4 sources.

 

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