Essays and Research Papers on Consumer Behavior

A 5 page paper. In 1990, R.J. Reynolds Industries Inc. gained 58 percent of its income from the tobacco market. The company was maligned for its plans to market two new brands to narrowly-targeted segments of the US population, namely Black Americans and low-income, poorly educated women. The purpose here is to ...

This 5 page paper considers how one company may react when a competitor introduces a half price promotion. The paper considers the different marketing strategies that may be followed. To illustrate the points raised the example of Elvive in Italy is used, but the strategies are equally applicable to other scenarios. The bibliography cites 6 ...

A 4 page paper discussing personal reaction to the Nike brand. Many called for action from Nike a few years ago regarding sweatshop accusations against the company. Nike’s initial reaction was to ignore these actual and potential customers. The company did eventually respond, but it was in the manner of too little, ...

An 8 page paper devising a new budget for the dietary department at Arbor Hospital. The budget proposes raises for staff, equipment upgrades, reimbursement for patient meals and the introduction of national-chain kiosks in the hospital cafeteria. The paper considers outsourcing the food service function but rejects it for at least the next ...

A 12 page paper providing a marketing plan for the launch of a high-end chocolate bar and cookies made from the same type of chocolate. The paper assesses the current situation, the marketing mix for the new line and the risk associated with the effort. Includes a short consumer survey. Bibliography lists ...

A 3 page paper linking Erikson’s eight stages of development with marketing practice. Using McDonald’s as the example, the paper concludes that the company needs to examine demographic data and begin concentrating its marketing toward older consumers, rather than continuing to struggle to make a $1 Happy Meal attractive to customers beyond Erikson’s stages ...

A 3 page paper defining and discussing market segmentation, target marketing and positioning. The paper uses Nike as an example in both of the questions answered in this paper. Bibliography lists 4 sources.

A 3 page paper answering 2 questions. One asks how to segment Europe to establish a realistic target market, the other asks how a firm with a small market share can increase its product positioning intensity. Bibliography lists 4 sources.

Media advertising spending has been falling as a percentage of promotional spend for some years both in United Kingdom and United States. Sales promotion has been a major beneficiary of these changes. This 14 page paper looks at how and why this change is taking place. The paper sites many examples to illustrate the points ...

A 10 page paper discussing how a software publisher can track qualities of product versions and ensure that it gives the proper attention to the right things in future releases. The product is a sound one, but no doubt there will be alterations to it in the future. The ultimate key to product ...

A 7 page paper discussing three organizations’ approach to public relations. Public relations is more than only going directly to print or broadcast messages directly promoting the organization. That approach can be part of the total effort, but fuller and more lasting results appear to originate at that point where the “rubber meets ...

This 11-page paper examines the idea that the international marketer needs to consider marketing principles (such as brand loyalty and segmentation) to succeed. The paper provides literature to support this point. Bibliography lists 8 sources.

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 ...

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 ...