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Essay / Research Paper Abstract
This 3 page paper looks at how a marketing pan can be developed for a fictitious company. The paper starts by considering what market research will be needed and then at how it will be used to create a marketing campaign and how this links in with the concepts of the 4 P’s and SIVA. The bibliography cites 4 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEMcBride.rtf
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Unformatted sample text from the term paper:
first want to undertake some market research. This will mean identifying the target market and undertaking research to assess what will impact on their buying decisions so that McBride can
obtain more of their business. It is only when the motivairosn of the target market are understood that the marketing may be adapted to attract and retain more of their
business (Kotler, 2003). The research will be focused on the target market, which we will assume are assessed as middle income couples
who are both working and may or may not have children and are very price sensitive. They will be buying their first or second home, and will be located with
a 50 mile radius of the offices. The market research will be undertaken with both the McBride customers that have already completed
as well as those who did not complete and went a competitor. The research will be using a questionnaire to assess what was important to the borrowers what they linked
about McBride and why they liked about other companies and what it was that persuaded them to make the purchase decision, wherever it was.
The offices are not national and are located in regional areas, or there may only be a single office. This means that the media used should focus only
on the areas where the target market are located and in media that they are likely to see the message, otherwise there is a waste of resources, The focus will
be the local press and the local radio station. The radio is often overlooked, but with a duel income family where the target market is travelling to work they are
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