Essays and Research Papers on Consumer Behavior

An 11 page paper discussing the needs that a data mart/data warehouse should fill for an organization contemplating designing and implementing one. The wealth of information that exists within every organization can lie dormant in the form of historical data only, or it can be used for a more strategic approach to planning for ...

This 6 page paper evaluates this book that takes a unique approach to marketing. The review applauds the book for its authenticity and solid research. No additional sources cited.

This 9 page paper examines how branding is done, how brand names are used and when they are used with company names. Whether a firm should use a brand or company name, or both, is explored. Many examples are provided. Bibliography lists 11 sources.

A 3 page paper discussing goals; financial projection; success factors; and controls for a security guard company’s plans to adopt and implement iPIX™ 360-degree stationary cameras at commercial accounts. The company believes that the cameras will reduce direct labor costs as well as maintenance costs associated with mechanical panning cameras currently used. Bibliography ...

A 7 page paper assessing the promotional problems of an Ohio microbrewery and suggesting several alternatives. The paper discusses the chosen alternative – directly selling to bar-operating retailers outside the local area – in terms of the promotion “P” of the marketing mix. Bibliography lists 1 source.

A 10 page paper discussing the history and line-of-business marketing efforts of this Maine location of an international organization. Outward Bound is a program that challenges people of all ages, skill level and backgrounds to move beyond their traditional “comfort zones,” to challenge themselves physically and emotionally to discover positive qualities about themselves of ...

A 6 page paper providing a plan for another approach to promoting Zebra Beer. This microbrewery has been trying to compete with the country’s leading beer companies, and it has neither the financial resources nor the production capabilities to make such an effort worthwhile. The paper suggests that Madcap market its Zebra Beer ...

A 3 page paper that provides a brief analysis of this company, commenting on their positioning, focus and their use of technology. Bibliography lists 4 sources.

Sociocultural Forces: A 3 page paper evaluating sociocultural forces affecting this company’s business. The teddy bear is virtually meaningless to members of Hispanic origin, and it likely is not as symbolic among African Americans as it is among white Americans of European descent. Though Vermont Teddy Bear certainly has time to make ...

A 12 page “consultant’s report” to an oil company concerning developing a new synthetic motor oil. Synthetic motor oils have several advantages over conventional motor oils in terms of performance and longevity. Greater stability at high temperatures over time and enhanced starting ability in very cold weather are two of the advantages that ...

A 3 page external factor analysis of Vermont Teddy Bear Company following its acquisition of Calyx and Corolla flowers and gifts. External opportunities include Bear-Grams®, distribution, custom product; external threats include competition and litigation. Overall, the company scores barely above average. The company should consider increasing its use of the Internet and ...

A 6 page paper designing an extensive marketing audit for an existing company. The audit includes items such as market research; best-customer profile; review of marketing materials; examination of product pricing structure; and review of distribution channels, among other investigations. Overall, this extensive marketing audit will provide benchmark information for future audits. ...

A 29 page paper discussing marketing challenges faced by these two fast-food competitors. McDonald’s is the unmistakable leader in the $145 billion fast-food industry, but number three Wendy’s is poised in 2004 to overtake Burger King in long-standing second place. The changes at McDonald’s during 2003 and throughout the first half of 2004 ...

This 3 page report discusses fundamentals of the 21st century marketplace and the behavior of 21st century consumers and two favorite electronic marketing techniques -- push technology and rewards or points programs. Bibliography lists only one source.

A 3 page discussion of the ultimate purpose of advertising. The author presents the contention that when we consider the importance of advertising to arenas in which money does not actually exchange hands, we realize that advertising is really geared toward improving the buyer’s disposition toward a “product”. That product is not limited ...

This is a 5 page paper discussing the pharmaceutical brand-name industry and its political influence in the U.S. The brand-name pharmaceutical industry in the United States has a great deal of influence over the legislation which controls the drug industry in the U.S. In addition, there is a great deal of political influence on the ...

A 6 page overview of Sears’ struggle over the last two decades to maintain her reign as a retail giant. While in the 1980s she fell prey to Walmart and K-Mart, today she is fighting a similar battle with Lowes and Home Depot. Bibliography lists 6 sources.

This 15 page paper considers how markets may be assessed for the introduction of a new product and the information that will be required. The paper undertakes this by looking at the market conditions, such as population, social, cultural and economic conditions as well general infrastructure of these three countries. The bibliography cites 14 sources. ...

This 7 page report discusses Tiffany & Company, its reputation for quality and style, and how a marketing plan should be crafted to attract consumers who do not know anything about Tiffany. Increasing awareness is the primary focus for the campaign. Issues associated with marketing luxury products are addressed. Bibliography lists 4 sources.

20 pages in length. The importance of services marketing has come to redefine the way in which the global economy operates, clearly illustrated with the knowledge that services account for approximately three-fourths of all developed nations' employment and GDP. Moreover, the ever-growing trend toward services-related employment has created a decidedly top heavy concentration ...

This 10 page paper considers how marketing along with corporate attitudes have changed in the wake of events such as the bankruptcy of Enron and WorldCom and the terrorist attack on the World Trade Centre on September the 11th 2001. The paper looks at the attitudes and pressures and how they have manifested in marketing ...

A 14 page paper. For the last three decades there have been intermittent attempts at marketing campaigns that emphasize the environmental safety of products. Concern for the environment has become a common and popular theme among consumers in many regions of this world. This essay explains green marketing, the principles of green marketing, the past ...

This 5 page paper looks at how malls influence women to purchase items. Fashion is discussed and the cosmetics counter is also probed as well. Ideas about how the mall is different from ordinary stores and how the mannequin and all the other things in the setting do influence women and how they approach ...

This 11 page paper consider the idea that cost-based pricing procedures are only really applicable with commodities. The paper looks at this from a marketing perspective and after defining and demonstrating an example of cost pricing the paper considers the models that are then used to test for a potential market and measure the sales ...

This 6 page paper examines the concepts of the consumer adoption process, market segmentation and positioning. The relevance, strengths and limitations of each concept is discussed with various real life examples used to illustrate the points raised. The bibliography cites 4 sources.