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Essay / Research Paper Abstract
This 6 page paper answers questions presented by a student. There are sixteen questions in all. The focus of this paper is on marketing and how Charles Schwab presents as a brand. Bibliography lists 5 sources.
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6 pages (~225 words per page)
File: RT13_SA637CS.rtf
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Unformatted sample text from the term paper:
should be said that Charles Schwab is an investment broker and offers products such as stocks and options in addition to mutual funds, bonds and margin loans and also helps
in terms of retirement planning and planning for college ("CharlesSchwab," 2006). The company is a discount broker and targets anyone who has money to invest. This means that Charles Schwab
targets all individuals with the exception of the working poor and perhaps lower middle class individuals who are not focused on investments. The market is vast, but one of Charles
Schwabs focus is on minorities (Williams, 1999). 2. What is the brand image of this product? The brand image is created
much like its competitors. Many people know the names like Charles Schwab, Fidelity, Ameritrade, Merrill Lynch, and so forth. The image is however enhanced through public relations and marketing. Charles
Schwab is considered to be a discount broker. However, Charles Schwab does have product lines which show that the firm also caters to the upper classes. Woolley, Feldman & Carter
(2002) write on its creation of boutiques in order to service their high end markets and for Schwab it is U.S. Trust. Other firms have taken this approach as well
(Woolley, Feldman & Carter, 2002). It is easy to see that the brand image is aligned with solidity and goes to flexibility as well. The image portrays a vast resource
for the public. 3. How is the product positioned? Positioning is difficult to effect in this competitive market. Charles Schwab however does stand
out in some way as it is positioned as a discount broker but also one that caters to elite clientele. It positions itself by creating new and exciting products --which
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