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Essay / Research Paper Abstract
An 8 page paper reviewing the marketing mix of Amazon's Kindle DX electronic book reader and recommending a partnership with colleges and universities to promote the product with college students. Bibliography lists 6 sources.
Page Count:
8 pages (~225 words per page)
File: CJ47_KSmktgKinDX.rtf
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Unformatted sample text from the term paper:
Amazon.com was in business for nearly a decade before it turned a profit, now it has the opportunity to create a valuable place for itself in the education market.
Marketing directly to college students is slow and laborious; the recommendation here is that Amazon partner with several large colleges and universities to offer incoming freshmen a package price for
a full year of electronic textbooks that also includes a Kindle DX. From Amazons perspective, this gains the benefit of a discount without negatively affecting the companys ability to
maintain its $489 retail price. Marketing Mix The four Ps - product, price, place and promotion - provide a method of breaking down
the marketing mix into manageable and maneuverable components. As more marketers seek the attention of more customers in a relatively finite number of outlets, close management of each "p"
is critical to the success of a product, service or business. This bit of conventional wisdom certainly applies to the Kindle DX as well. Product
When considering or developing a new product, organizations need to take care that it is consistent with organizational goals and its mission. The organization also needs
to ensure that it has the financial and human resources to support the product while not attaching the entire future of the business on a single product. Of course
Amazon is not dependent on only the Kindle to remain healthy, but the Kindle does provide a revenue path currently not accessible to competitors.
All products have a finite life cycle, and marketers should not be hesitant to abandon a product that is not performing to expectations. It is for this reason
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