Essays and Research Papers on Consumer Behavior

A 3 page paper answering 6 questions about Amazon.com’s strategic direction; use of technology; core competencies; mission statement; and integrity of customer data. No introduction or conclusion. Bibliography lists 5 sources.

16 pages in length. Staying one step ahead of the competition is a critical factor of success, no matter under what industry a particular business might fall. Travel and tourism are especially bound to this mantra, inasmuch as there is a tremendous amount of revenue at stake where business and recreational travelers are ...

4 pages in length. The writer addresses 3 topics: key global PR trends; the differences in publicity and advertising in terms of their impact on publics; and when proactive PR planning and reactive crisis management are implemented. Bibliography lists 3 sources.

This 6 page paper considers issues in global marketing. The paper looks at how a market may be assess for attractiveness, the issue of culture and the approach that may be taken to marketing. As an example, a computer company considering expanding into China is used. The bibliography cites 14 sources.

This 3 page paper considers how branding may be used by tourist destinations. The paper looks at how this may be achieved and gives a short example of a branding strategy for a tourist attraction. The bibliography cites 8 sources.

This 3 page paper looks at how relationship marketing may be used in tourism, focusing on the use to market countries as destinations using the examples of Egypt and Dubai. The advantages and disadvantages as well as application are included. The bibliography cites 6 sources.

An 8 page paper. GM ended production of the Pontiac Trans Am with the 2002 model. After almost 30 years, GM will bring the Pontiac GTO back to the American roads with the 2004 model year. The new GTO will be built at GM's Australian subsidiary, Holden. This essay first provides a short introduction to ...

This 23-page paper examines eBay and its competitors including Amazon.com, Google and Yahoo! Discussions include comparisons and differences between eBay and the competition, and which companies are likely to be the major players in the future. Bibliography lists 6 sources.

A 5 page marketing plan for a line of hair care products. Timotei is a brand of hair care products centered in the Netherlands but gradually expanding into other European markets. The brand has declined slightly over the past year, and marketers are searching for another, more successful method of promoting Timotei products ...

This 5 page paper discusses the changing role of the auditor and the ways in which public policies are changing to provide a system of accountability. Bibliography lists 7 sources.

A 12 page paper discussing the loyalty program used at Tesco and Sainsbury, after most UK grocery retailers have abandoned the use of loyalty cards. The paper discusses the effects of the existence of most loyalty programs (i.e., higher prices) and the distinctions between those which offer customers other discounts outside the organization and ...

A 4 page paper assessing growth alternatives available to a tea retailer. China Tea House (CTH) has grown rapidly in the single year of its existence. Beginning in London, the company now has 25 locations throughout the United Kingdom. The paper examines promotion, franchising and CTH’s marketing mix. No sources listed. ...

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. ...

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 ...