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Essay / Research Paper Abstract
A 13 page paper answering two discussion questions addressing the marketing mix in three pages and reviewing eight marketing articles in the other 10 pages. One article is from 1998; the remaining articles are from 2001-2003. Bibliography lists 12 sources.
Page Count:
13 pages (~225 words per page)
File: CC6_KSmktgArtRev.rtf
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Unformatted sample text from the term paper:
in the original order into one file. Discussion Questions 1. Which of the marketing 4 Ps are most critical and why? The
traditional marketing mix consists of the 4 Ps, which are product, price, place and promotion (Kotler 2000). Each must be managed well for the marketing mix to be as
effective as possible (Joseph 2001), but product is the most critical "p" of the four. The product, obviously, is that thing being sold.
It does not need to be a tangible good, it can also be a service. It is the thing, commodity or service that an organization exchanges with consumers
for money. Its sale or function keeps the organization alive and growing, and it must be relevant to customers needs to have any value. Harari (1997) reports that
after implementing a quality-only initiative, one plant manager moaned, "Before we invested in TQM, the rap on our company was that we churn out poorly made products that customers dont
want. Now, after TQM, things have changed. We now churn out well-made products that customers dont want" (p. NA). Price is important only
when the product is sound and meets customers needs. Part of the reason that traditionally burger-centered chains now offer salads and fruit alternatives is the emergence of "fast casual"
dining where customers can secure prepared food quickly at prices comparable to Wendys or Burger King. The chains were forced to upgrade product offerings to regain a competitive advantage.
The place in which the product will be offered - the distribution channel - will affect the type of consumer it can attract
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