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Essay / Research Paper Abstract
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.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgSftDrnk2.rtf
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Unformatted sample text from the term paper:
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. Of course this is the goal of much marketing activity, but some marketers appear bent on
ignoring what consumers really want. In the case of bottled water, consumers appear to have come to the point of believing that the marketers may have hit on a
good idea that can serve their needs well. Determinants of Consumer Behaviors Ultimately, the desired consumer behavior behind the marketing of soft drinks
is that they buy and consume the products in ever-increasing quantities. In order to reach that desired end, marketers of soft drinks first need to assess what types of
people are most likely to purchase soft drinks. Formerly, a soft drink could be defined as anything that was not water, was not
natural fruit juice, was not alcoholic and - generally - was not hot. There is no evidence that any successful soft drink is something that needs to be served
hot or warm, and soft drinks by definition are nonalcoholic. The other two qualifications, however, no longer apply. Coca-Colas Dasani(r) brand water has generated much profit for the
company, and all major producers of carbonated soft drinks now offer some type of fruit-based or fruit-flavored drink. What this means for identifying consumer needs is that the potential
market for soft drinks includes every individual who might want a cold drink on a hot day and has the discretionary income required to purchase it.
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