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Essay / Research Paper Abstract
A 6 page paper answering 4 discussion questions, 2 in marketing and 2 in strategy, each at the Master's level. The questions address mass marketing, individual purchase decisions and environmental effects on long-range planning in home health care. Bibliography lists 4 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgDQs.rtf
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Unformatted sample text from the term paper:
Henry Ford boasted that anyone could have one of his cars in any color they wanted, as long as the color they wanted was
black; for decades Coca-Colas entire product line consisted of only one item. These are termed mass marketers in part because of their limited product lines, but there are many
companies today that offer only limited lines as well. The manufacturer of Select Comfort bedding (the "sleep number" people) is one; eBay could be described as being another.
Though it has millions of items listed on its site at any time, its only true "product" is the service of matching buyers with sellers.
Rather than defining mass marketing in terms of numbers of products offered, a better definition is that of the approach of marketers to promoting their products. In
that sense mass marketing is the marketing of a product to a mass audience, such as that which existed during prime time when there were only three national television networks;
cable and satellite TV did not exist and the Internet did not pull people away from their televisions in the evening. Today, "Marketers are shifting from mass marketing to
more targeted micro-marketing" (Mass marketing comes unplugged, 2005), primarily because it is no longer possible to gain a mass audience in any particular venue on a regular basis. The
Super Bowl represents an exception. Discussing the growing influence of teen chat sites such as MySpace.com and Facebook.com, one author reports that with
40 million users at MySpace alone, "Marketers are also jumping on board, though at MySpace they arent allowed to use pop-ups or spyware" (She told 2,000 friends, 2005; p. 7).
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