Essays and Research Papers on Consumer Behavior

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 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 ...

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 ...

This 5 page paper examines the similarities and differences in the way branding of KFC is perceived in China and the United States. The paper considers the way in which there has been a low level of customization and how the brand has been re-interpreted in China in line with the different culture. The bibliography ...

A 10 page paper discussing the marketing of the Bowflex exercise machine in terms of its marketing mix. Nautilus, manufacturer of Bowflex, is well respected in fitness equipment, but it keeps its name separate from Bowflex through most of its promotion of the product. The paper discusses the marketing environment and the marketing ...

A 4 page paper reviewing a study investigating foreign market entry from an emerging economy into a fully developed one. Results supported five of Kim, Kim and Lee’s (2002) six hypotheses, and the sixth was not entirely rejected out of hand. Rather, the authors tried to explain that through alternative means, including the ...

A 3 page paper discussing the shift away from a highly decentralized structure holding more than 90 independent companies to one large company with three very large divisions. The owner of many of today’s leading food brands, ConAgra itself is not particularly well known among consumers. The paper recommends that ConAgra continue its ...

A 4 page paper discussing the shift in BMW’s strategy since 2000. There are several constants that apply to Bavarian Motor Works – BMW – whether in Germany, the United States, Mexico, Thailand or anywhere else. One of those constants is the superiority of German engineering and the result of that engineering personified ...

A 3 page paper answering two questions, one regarding the visual aspects of McDonald’s “I’m Lovin’ It” campaign; the other assessing how well McDonald’s is dealing with its corporate image since replacing Kobe Bryant with Yao Ming. Bibliography lists 2 sources.

A 5 page paper discussing the treading of Dunkin’ Donuts on Starbucks’ specialty coffee territory, and Starbucks’ move to urban areas through Magic Johnson’s national chain of franchise restaurants. Dunkin’ Donuts does not elevate its image by adding more affordable lattes to its menu, but rather appears to offer a cheapened version of the ...

A 4 page paper discussing points that should be made in a contract between an agricultural producer and a retailer for produce that is not yet available. The entire process of buying commodity crops and horticultural (i.e., higher value) produce has changed dramatically over the years. The Farmer’s Market seeks to purchase specialty ...

This 4-page paper discusses the importance of advertising agencies when it comes to the development and planning of strategies for organizations. Bibliography lists 5 sources.

This 5 page paper suggests twenty different potential research questions that suggestion areas to examine concerning competitive advantage and customer processes. The paper then looks at some of the literature concerning relevant models and consider souses of information that may be used to undertaken the research. The bibliography cites 11 sources.

Three questions answered in 3 pages, each dealing with some aspect of marketing. The first asks for a critique of a print advertisement; the second asks for a discussion of the “3 Cs” of marketing. The last asks for a profile of the environmentally conscious consumer. Bibliography lists 1 source.

A 4 page paper very briefly touching on the points necessary to consider in planning a startup nightclub. The paper includes demographic information on the area in which the club will operate, as well as general industry information. The paper includes anticipated annual revenues both before and after the “honeymoon” period in which ...

A 10 page paper presenting a marketing plan for a non-profit venture into Chicago’s inner city to promote birth control among teens. All of the three major ethnic groups will be served, but African-American teens will receive extra attention in that they are the group with the highest rate of teen pregnancies. The ...