Essays and Research Papers on Consumer Behavior

This 7 page paper discuss the relevance of Borden's original marketing mix to marketing management to-day and identify what developments have taken place, such as the 4 P's model, together with the application of the marketing mix in real life and how the marketing mix has emerged. The bibliography cites 9 sources.

This 14-page paper provides an overview and commentary on the imported beer market in the U.S. and where Mexican-based beer Dos Equis fits into it. Bibliography lists 7 sources.

This 6 page paper examines the new trend towards tiny cars. The Smart car is discussed as well as the new mini vehicles like the Mini Cooper. The types are compared and contrasted. Bibliography lists 10 sources.

This 7-page paper focuses on the ethics of advertising, most specifically, advertising to children. Bibliography lists 5 sources.

This 13 page paper is an analysis of an effective sales letter. The paper looks at The techniques to capture the reader's attention, why there is there an effective opening, the central selling points, the use of logical and emotional appeal, the reader benefits, how the letter build interest. how is price handled, the way ...

A 3 page paper discussing public relations issues before Wal-Mart in the face of discrimination charges. Discrimination can be difficult to prove, but Wal-Mart’s employment of fewer African Americans and many fewer Latinos than make up the US population is a matter of Wal-Mart’s own record. Its predatory actions in small towns are ...

This 12 page paper examines several aspects of communication and ethics. The paper looks at 5 characteristics of a successful e-mail message and 5 rules of netiquette that should be observed when using e-mail and the ethics of employers monitoring e-mails. The paper then considers what should be put into a letter making an order ...

A 4 page paper discussing the background, history and marketing focus of the Biltmore Hotel in Coral Gables, Florida. Built as a luxury hotel in 1926, the hotel served as a VA hospital for a generation and stood empty for another decade. Renovations since 1983 have returned the hotel to its original splendor, ...

This 11-page paper is a promotional strategy program aimed toward selling and advertising Crest whitening strips. The paper discusses the product (strengths and weaknesses), the sales appeal, the main markets and the media outlets. Bibliography lists 2 sources.

A 3 page paper problem statement and concept identification for a larger paper of the same name. Sony’s release of the PS2 was plagued with quality and quantity problems in 2000, and more than four years later, Sony still is losing market share to Microsoft’s X-box. Bibliography lists 20 sources.

This 20 page paper examines the concept of internal marketing, looks at what it is and the advantages and disadvantages that a company may realize and how this compares with external marketing. The paper concentrates on how internal marketing may lead to higher levels of customer satisfaction through increased commitment when an employee 'buys into' ...

This 12 page paper looks at what understanding and using the marketing mix is important. The paper considers the concept of marketing, the importance of segmentation and positioning, strategic marketing, differentiation, branding, how the consumer makes a buying decision and the impact of factors such as price and pricing strategy along with ethics. The bibliography ...

A 6 page description of a hypothetical vacation to Rome, Italy. The writer discusses how the trip was planned, budgeted, and what were the influences that motivated the decisions relevant to the trip. Bibliography lists 10 sources.

An 8 page paper building on both KSmgmtSonyPS2Rel.rtf and KSmgSonPS2RelOut.rtf. This final paper contains slightly more information than the narrative outline, and it is fully cited whereas the outline is not. It concludes that all of Sony’s product categories are suffering in their markets. Sony still needs to address the remaining quality ...

A 15 page paper examining marketing practices at this company and making recommendations for the future. With mergers and acquisitions and greater pressures to grow faster than ever, there are fewer numbers of truly old companies in the United States. Recently celebrating its 100th birthday, Harley-Davidson has avoided – though narrowly at times ...

This 11-page paper describes the possibility of producing and selling kick scooters in Germany. Discussions include the business culture of Germany, demographics, marketing techniques and brand positioning. Bibliography lists 8 sources.

A 7 page paper discussing site design and ease of use by customers in an e-commerce environment. The paper uses the site of http://www.cocostore.biz/ for evaluation of the site and recommendations for improvement. Bibliography lists 2 sources.

A 10 page paper comparing the websites of Countrywide Financial and Ameriquest Mortgage company to identify and recommend a new program for one of the companies. Countrywide is having difficulty providing even adequate customer service; the program suggested for that company is that it reward word-of-mouth referrals with the payment of a mortgage payment ...

A paper which looks at Airtours as a company, and the marketing strategies which might be used for a package holiday in Morocco.

This three page paper provides article reviews on two marketing-based articles, “The ownership effect in consumer responses to brand line stretches,” and "Using advertising alliances for new product introduction: Interactions between product complementarity and promotional strategies."

A 53 page paper assessing customer satisfaction at Fakhrawi Bookshop, a two-location book publisher and retailer operating in Manama, Bahrain. The store’s owners seek to determine the level of satisfaction among its customer base, and whether that satisfaction extends to true customer delight. Toward that end, this paper discusses conditions that currently exist ...

This 10 page paper considers the statesmen that "Too much contemporary airline advertising is boring, stereotyped and sexist". The paper examines this using six different airlines advertisements, for television and print and deconstructing the marketing content. The bibliography cites 11 sources.

A 9 page research paper that examines economic efficiency, or in this case, inefficiency, first looks at what this concept means and it is defined. Then, the concept of efficiency is applied to teen consumerism in North America showing that inefficiency derives naturally from the consumer habits established by teen culture. Bibliography lists 6 ...

This 4-page paper analyzes an article linking marketing research to marketing strategies. Bibliography lists 3 sources.

This 9 page paper looks at two major concepts of marketing and how they apply to Dyson the vacuum cleaner and washing machine manufacturer. The paper looks at the value and application of segmentation and then at the concept design product development process. The paper ends with a short section of controlling and maintaining ...