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Essay / Research Paper Abstract
An 8 page paper discussing soft drink marketing. Now as 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. The purpose here is to list determinants of consumer behaviors of which marketers need to be aware, and discuss changes that have occurred in the soft drink markets of Asia. Bibliography lists 9 sources.
Page Count:
8 pages (~225 words per page)
File: CC6_KSmktgSftDrnks.rtf
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Unformatted sample text from the term paper:
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. The purpose here is to list determinants of consumer behaviors of which marketers need to be aware, and
discuss changes that have occurred in the soft drink markets of Asia. 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.
Characteristics of Purchasers Impulse Buying Impulsiveness is a quality that leads individuals to choose a soft drink over others. An example can
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