Essays and Research Papers on Consumer Behavior

A 5 page paper discussing how Sylvania.com has been able to use the six levels of meaning suggested by Kotler (1998) – attributes, benefits, values, culture, personality and user. Analysis of the six levels of meaning in conjunction with Sylvania’s website illustrates that the company likely is using all of the levels of meaning ...

A 5 page paper proposing an altered approach to Acme’s normal method of product development. Acme Foods is a manufacturer of processed packaged foods for the retail market. Currently it is focusing on the development of packaged refrigerated lunch kits for adults, targeting working adults in offices and manufacturing settings. Acme is ...

This 6 page paper looks largely at nonprofit organizations to determine how successful marketing mix can be used in respect to e-marketing. Three organizations are the focus of this paper. Bibliography lists 3 sources.

This 4-page paper analyzes four web sites, and discusses online promotion tactics each website uses. Also included is a discussion about use of online media vs. traditional media. Bibliography lists 4 sources.

A 3 page paper examining the current situation of a small bicycle repair shop to make recommendations for expansion. The Bike Guys seeks to expand its current business but is not profitable enough to support another dedicated location. There are several alternatives available to the company; the recommendation is that it automate financial ...

A 3 page paper discussing several aspects of launch of Hershey’s new product line. Introduction and promotion of a new product can be difficult regardless of how strong the company behind it is. Example can be seen in the launch and promotion of Hershey’s Sugar Free line of products. Considered here are ...

This 4-page paper concerns the topic of e-commerce and customer service (CRM) as it pertains to Netflix.com. The paper examines other companies that have implemented CRM as part of their e-commerce strategy and then makes suggestions as to how Netflix can do the same. Bibliography lists 3 sources.

An 11 page paper examining four approaches to adding value to the business. The purpose of the paper is to assess how globalization, product development, knowledge management and principled corporate governance add value to the organization, providing a discussion of each concept as well as several examples throughout the paper. Examples include Enron, ...

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. ...

This 3 page paper argues that CRM is not beneficial to companies. The concept is defined and explored. Many examples are given. Bibliography lists 2 sources.

This 5 page paper presents a marketing plan for Coca-Cola to launch a new sparkling, flavored beverage product. This plan includes a SWAT analysis, market research, industry analysis, competitive analysis, target market information, and more. Bibliography lists 5 sources.

A 6 page paper arguing that advertising rates are far too high, to the point that smaller businesses suffer from being unable to compete for advertising in the local market. The paper discusses implications for the national economy, as well as a discussion of the 4 Ps of marketing. Includes 1 chart. ...

This 4-page paper discusses the video game console wars between Microsoft's Xbox, Sony's PS2 and Nintendo's GameCube and GameBoy. Bibliography lists 3 sources.

A 4 page paper. Only books, music, videos and movie tickets are discussed in this paper. The paper discusses the impact of e-commerce on these items. The writer begins by commenting on the success of Amazon.com. Statistical data reported include the percentage of consumers who make purchases Online, the percentage who purchase books, CDs, videos ...

This 3 page paper discusses the influence that marketing has on culture and the average american person. Bibliography lists 1 source.

This 4 Page paper considers the advantages and disadvantages that are presented with the advent of the internet and e-commerce specifically for the small and medium sized enterprise (SME). The paper outlines both the advantages and disadvantages and considers viable solutions. The bibliography cites 5 sources.

This 5 page paper looks at the fitness and Body Building industry in the US and considers issues such as product placement, naming rights, brand names and product endorsements. The paper uses real world examples t illustrate the points raised. The bibliography cites 7 sources.

This 6-page paper focuses on the benefits of competitive advantage in the hospitality industry, and how such companies can develop and maintain competitive advantage. Examples of three institutions are provided. Bibliography lists 4 sources.

An 8 page paper assessing the statement, “market segmentation and positioning are the keys to building a strategy for corporate growth.” The paper discusses segmentation and the marketing mix, using Nike as the primary example of the influence of market segmentation on business results. Bibliography lists 7 sources.

This 14 page paper examined the tourism industry in the UK, looking at the outbound tourist, The paper starts by examining the trends and growth in this sector, and then considers some of the influences that have helped increase growth,. The paper then looks at the main companies and considers the level of profitability and ...

This 8 page paper considers the 4 P’s; product, price placement and promotion and how they relate to L’Oreal Elvive in Italy by looking at the marketing and industry conditions in which they need to compete. Reference is also made to the 4 C’s. The bibliography cites 10 sources.

A 16 page paper. The writer begins with a very brief introduction to Nokia Corporation. The first section of the paper reports and discusses the historical growth of the company and relates the stages of growth to two specific sets of years – 1992 to 1997 and 1998 to 2001. There were significant changes in ...

A 4 page paper assessing whether a company should outsource all of its marketing. The paper discusses outsourcing in general; the sources of failure; and the benefits of a well-managed effort to conclude with the recommendation that the organization fully outsource its marketing efforts. Bibliography lists 5 sources.

This 5-page paper handles the analysis of a marketing plan for introduction of Tyler Pet Foods' Show Circuit Frozen Dog Dinner. Topics under discussion include target market, positioning, pricing, advertising spend, copy strategies and breakeven analysis. Bibliography lists 2 sources.

A 4 page paper outlining the method by which Wal-Mart enters a new market; undercuts prices on a scale that local mom-and-pop stores cannot match; puts those stores out of business; and then raises its own prices to pre-Wal-Mart levels when local consumers have no other choices available to them. Wal-Mart is not the ...