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Essay / Research Paper Abstract
A 10 page paper discussing the marketing of the Bowflex exercise machine. How good can a product be if it is being sold through an infomercial? It can be very good, indeed, particularly if it is one manufactured and distributed by Nautilus. The Bowflex exercise machine is one that has a reputation for being effective and highly useful for the purpose for which it was intended. The purpose here is to assess Nautilus’ marketing of the Bowflex in terms of the “3 Cs” and “4 Ps” of marketing. The paper recommends that the company increase contact with its target market without alienating its retailers. Bibliography lists 8 sources.
Page Count:
10 pages (~225 words per page)
File: CC6_KSmktgBowflex.rtf
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Unformatted sample text from the term paper:
be if it is being sold through an infomercial? It can be very good, indeed, particularly if it is one manufactured and distributed by Nautilus. The Bowflex exercise
machine, the product of focus here, is one that has a reputation for being effective and highly useful for the purpose for which it was intended. The purpose here
is to assess Nautilus marketing of the Bowflex. Marketing Environment The Company Bowflex is one of the primary products of The Nautilus Group,
headquartered in Colorado and founded in 1986 for the purpose of marketing its Bowflex and TreadClimber lines of home fitness equipment along with Nautilus Sleep Systems. The company manufactures
its own products rather than only marketing them as do some other companies. One of the leading names in exercise equipment, Nautilus markets its products both to individuals and
to large fitness centers. It has several other brands as well, including Schwinn, StairMaster and Trimline. It markets only Bowflex, TreadClimber and
Nautilus Sleep Systems directly to consumers, using a "combination of television advertising, toll-free call centers, and Web sites" (About the Nautilus Group, 2003). The Nautilus, Schwinn, Trimline, and StairMaster
consumer fitness products are sold through retail outlets, and it sells its Nautilus, Schwinn, and StairMaster commercial lines directly to health clubs. Thus anyone using commercial equipment finds familiar
brand names when shopping for home fitness equipment, whether that shopping takes place at a retail outlet or at home during an infomercial. Competition
There are other brands of fitness equipment, of course. ICON Health and Fitness is the home fitness equipment industry leader, offering brands such as "Weider, HealthRider, IMAGE, NordicTrack,
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