Essays and Research Papers on Consumer Behavior

A 20 page paper. Some people would argue that "ethical marketing" is an oxymoron. Still, there are marketers who have tried to use ethical standards within their marketing efforts. This paper takes an historical look at ethics in marketing since the 1960s. Numerous issues are discussed, such as the predominant philosophies guiding the last forty-plus ...

This 6 page paper consider the way in which branding increases market segmentation. The paper gives a general overview of the way that branding works and how it can be seen as differentiating products to create and reinforce market segmentation. The bibliography cites 8 sources.

This 5 page paper considers the way in which ethics and advertising may be seen as conflicting. Factual messages may be misinterpreted or perceived in an erroneous context by the consumer either purposefully or accidentally on the part of the advertiser. The writer coincides the ethical and moral issues that surround environmentalism and how ...

This 5 page paper looks at the way in which a new product may be marketed. The writer considers the way a target market may be defined in terms of customers and then how pricing, promotion and placement may occur. This is demonstrated by the use of an example, a watch. The bibliography cites ...

This 5 page paper considers how a marketing plan may be formulated and implemented that has the aim of promoting travel to Houston, Texas, form New York. The bibliography cites 3 sources.

This 5 page paper critically reviews an article in Advertising Age that looks at the importance of soft drink companies marketing to minority teens. Minority teens are described as begin trend-setters. Bibliography lists 2 sources.

This 7 page paper considers the way that market segmentation in this industry is manifested and its' importance in terms of the purchase decision, the types of purchases made and the choice of intermediary. The bibliography cites 4 sources.

A 5 page discussion of the factors influencing airline success and failure. Identifies Southwest as standing head and shoulders above its competitors in term of market share. Notes that this success revolves around Southwest’s emphasis on being a short-haul company; one that doesn’t pretend to offer many of the amenities of the industry ...

15 pages. As current events change it is only natural that the marketing of consumer products must change as well. In the wake of natural disasters, war, and terrorist acts, we see marketing become more patriotic in nature. Other events spark unique advertising changes as well. The focus of this paper is ...

A 6 page paper. If a company has an opinion leader promote a new product, the consumer is more likely to purchase it. Opinion leaders can impact sales, both positively and negatively. This paper discusses opinion leaders, word-of-mouth advertising using opinion leaders and how the Internet is creating more people with a significant amount of ...

This 8 page paper focuses on corn and describes its makeup, how it is grown and where it is grown geographically. Its cultural significance is explored along with concerns about genetic engineering. Bibliography lists 5 sources.

A 5 page paper. Glad bags and other storage supplies was owned by First Brands, a company the Clorox Company acquired in 1999. Since its acquisition, Clorox has been on a downward slide. Things are beginning to look up, however. This paper discuses the marketing techniques that Clorox has used for Glad products and their ...

This 14 page report discusses the importance of marketing research in terms of planning for the future and providing for an overall and integrated marketing effort. This report uses the examples of “super-stores” and warehouse clubs and the ways in which consumers take advantage of their products and services. Bibliography lists 6 sources. ...

This 6 page paper takes a look at market research with a particular emphasis on its limitations. Various aspects are discussed. Bibliography lists 6 sources.

A 5 page paper determining marketing segmentation for the Xerox DC420, a multifunction machine with capability for digital printing, faxing, copying and scanning. The product is intended for the mid-sized business and can be upgraded as customer needs change. The paper provides product description; demographic and psychographic profiles; and a perceptual map. ...

A 5 page paper. A situation analysis, i.e., analysis the industry, begins this paper. The writer then offers marketing objectives. A discussion of the marketing mix, using the traditional 4 Ps is included. Tutorial comments are included. Bibliography lists 4 sources.

A 7 page paper. The 4Ps have been used as the standard of the marketing mix for decades. This paper discusses the theorists of the concepts of the marketing mix and the 4Ps and how each perceived the concepts. The 4Ps are identified and explained. The theoretical basis for this standard is also discussed. ...

This 6 page paper considers why restaurants are banded and the benefits that branding may bring. The negative aspects and results of branding are also considered. Examples are used to illustrate the points raised. The paper focuses on the UK, but many of the restaurant chains and examples used are known internationally. The bibliography cites ...

This 6 page paper considers the way in which market leaders may be targeted by ambitious competitors. The writer considers the marketing strategies of the competitors and the proactive as well as reactive approach of the leaders in protecting their position. Real examples are given in the paper to illustrate the points raised. The bibliography ...

A 5 page paper identifying a target market for crop insurance. This type of policy can give farmers a greater sense of control over their own destinies as well as greater freedom in practicing sound practical risk management. It needs to target the small and mid-sized farmer whose operating capital for the following ...

This 5 page report discusses sales from the perspective of a salesman. Mike Justice has been one of the most dreaded of all types of salesmen -- an insurance salesman -- for nearly 12 years. He says he is not so much in the profession of selling as he is the profession of problem-solving. This ...

A 15 page paper that not only addresses issues directly associated with IKEA home furnishings company but also provides explanations of a variety of aspects of marketing. These include: marketing systems and marketing research; internal sources of marketing information; IKEA product differentiation strategies; product life cycle, including explanation of the four stages in the ...

A 5 page paper discussing Farmers’ segmentation of its auto insurance line. The company offers several types of insurance but focuses on those auto insurance customers who pay their premiums yet rarely if ever file a claim. The company can practice narrow and highly targeted segmentation in its auto insurance business while approaching ...

A 15 page paper. What differentiates Southwest Airlines from others in a very competitive industry? Service. This paper discusses quality of service and how Southwest seems to do the impossible – have very few complaints logged against them. The writer provides a brief background of Southwest including the many awards they have won, discusses employees ...

This 7 page paper considers how elements of the macro-environment influence the way in which tour operators compete and achieve differentiation in the marketplace. The bibliography cites 2 sources.