Research Papers on Marketing

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.

  • 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.


    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.


    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 (, 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 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.


    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, and 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.


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