Essays and Research Papers on Consumer Behavior

A 5 page paper in 2 parts. Part 1 discusses the “new” approaches to marketing made possible by advances in technology. The bottom line is that though methods may be new, the old principles still apply. Part 2 discusses issues to consider in organizing a breakfast meeting where marketers can communicate with ...

This 4-page paper focuses on Hilton Hotels Corporation and certain marketing and customer segmentation issues. Topics discussed include a target markets, branding and segmentation strategies and concepts to target different consumer markets. Bibliography lists 3 sources.

A 10 page paper discussing the increased production of free range food animals and the benefits the change can hold for both animals and humans. The paper explains free range production; reviews recent news about its benefits; and suggests ways that marketers can promote the use of animals raised more naturally, with little if ...

A 5 page paper briefly tracing Intel Corporation’s development and its shift in business focus. Formerly releasing new advances as they became available, the company now lets the market dictate when new products will be released. The paper discusses Intel’s segmentation to serve both the PC and server markets. Bibliography lists 11 ...

An 8 page paper assessing the research that this article describes. The concept is a good one, and the authors begin well. Their design breaks down, however, in the choices they offered to their study respondents. The paper also discusses validity and reliability in general terms, and then in terms specific to ...

6 pages in length. The future of customer satisfaction within the banking industry hinges upon astute marketing tactics and continued technological advancements such as automation, ATM's and debit cards; clearly, the human element is becoming less and less important in order for the industry to successfully move forward in its never-ending quest to attract ...

This 3 page report discusses a December 19, 2003 article in The National Post, in which Canadian journalist, political pundit, and poet, Patricia Robertson presents what she calls "A cautionary tale of the real cost of cards." Highlights of the article regarding the current high rate of consumer credit card debt and what causes it ...

A 10 page paper discussing market segmentation in the hospitality industry. Business all over the world has become more competitive than at any other time in the past, and it only increases in intensity. The hospitality industry is as affected as any; it is more affected than many. Any service company needs ...

An 18 page paper examining the HP history and culture for the purpose of discovering ways to help the company build teams. HP’s acquisition of Compaq has not yet brought the great success promised, and executives are leaving in droves. Senior management appears to have good intentions but lack direction. An example ...

A 6 page paper that discusses the role advertising plays in the use of tobacco and alcohol among youth. Advertising is about selling images and creating discontent in the audience. At least one study found more ads for tobacco and alcohol in youth-oriented magazines. Another study found a decrease in alcohol use when all ...

A 7 page paper selecting an international site for launching an environmentally-friendly car model. General Motors Holden, Australia (GMH) has developed a hydrogen-powered car (the H car), and originally intended to market it first in Australia. The managing director has requested that the marketing director identify a foreign country that appears to be ...

A 3 page paper answering 3 essay questions: 1. What do you think accounted for the dramatic success of GE’s promotion program in gaining distributor selling support? 2. What differences and similarities do you see between domestic marketing and international marketing at Encyclopedia Britannica Inc.? 3. Is the Internet channel the ...

This 3 page paper examines the loyalty schemes offered by Boots looking at how it works and why it is so successful compared with other loyalty schemes. The bibliography cites 5 sources.

A 6 page paper discussing Ivey Case 98M006, Starbucks. McDonald’s has made another attempt to persuade Starbucks to allow it to carry Starbucks’ coffee in its restaurants, at a time when Starbucks’ senior management is examining the company’s prospects for growth in the future. Doing business with McDonald’s certainly would increase Starbucks’ short-term ...

This 3 page paper considers how Porters Five Forces model can be of great benefit to marketers and how the application of Whittington’s different schools of thinking; classical, evolutionary, processual and systemic may impact on the way marketing is developed. An example is used to demonstrate the dangers of not using models such as Porters ...

This 5 page paper given an in-depth definition of the terms price and product from a marketing perspective. Each is considered at different levels and the different interpretations of both terms are illustrated with examples. The bibliography cites 5 sources.

This 5 page paper looks at two advertisements and examines them to show how they are effective. The two advertisements are Maybelline Sky High Curves mascara and the diesel X-type Jaguar. The advertisements are examined for content and the way that the message is communicated by way of information and emotional appeal and the use ...

A 7 page paper discussing the approaches that American Airlines is taking in marketing itself in early 2004. Long-haul carriers still have not fully recovered from the aftermath of the 9/11 attacks and the recession that followed, and American Airlines maintains some attractive offers. Most offers are attractive only to rather narrow market ...

A 3 page letter from Wendy King, Director of the Safety Commission Office of Compliance of the Consumer Product Safety Commission, to all members of the fast food industry that distribute toys with their children’s meals. Ms. King seeks a private sector initiative to join McDonald’s and Burger King in pretesting all such toys ...

The toothpaste market in the UK is mature. Whilst Colgate and McCleans may dominate the market, there is fragment created by the segmentation of the market. This 8 page paper describes how the UK market for toothpaste is segmented and why it is segmented this way. The bibliography cites 5 sources.

This 7 page paper examines a well known supplier and product, Burger King and the Whopper with a product analysis. This includes looking at the product pricing components, including elasticity, substitutes and complimentary goods, cost components, market structure and economic forecasts. These create an understanding of the market and strategies that maybe used. The bibliography ...

A 13 page paper discussing expansion of a Chinese company into Australia. Australia appears to be a good choice for Timax’s international expansion. Fully Western in its culture, Australia knows well how to deal with Western businesses, while also being attuned to the Asian culture. Australia’s economy is more robust than most ...

This 4 page paper answers two marketing questions. The first considers which types of market research may be best for estimating the demand for a magazine targeted at healthcare professionals. The second considers the development of a new product and how this may be researched and the potential problems, such as loss of competitive advantage ...

This 10 page paper looks at how marketing sells perspectives rather than products. The paper considers how perceptiveness are built up with the use of direct and indirect marketing, using others, such as children as agents. The paper illustrates all points with examples to demonstrate their real life application. The bibliography cites 15 sources. ...

This 16 page paper looks at the what is meant by direct marketing and how it is used. The benefits are examined, including the way it may help to create a customer relationship, creating increased sale opportunities and greater customisation in the way products or services are offered. The paper uses examples to illustrate the ...