Essays and Research Papers on Consumer Behavior

This 6-page paper discusses a potential marketing plan for tourism, including product description, situational analysis, pricing strategies, distribution and promotional strategies. Bibliography lists 5 sources.

This 17-page paper offers an example of a market plan for a manufacturer of flavored milk. Topics discussed include a market analysis, analysis of the target market, promotion and distribution tactics and the importance of packaging. Bibliography lists 6 sources.

A 6 page expansion of another paper of the same name discussing one individual's choice of marketing as a career. In this time of rapidly-evolving technology, marketing is always relevant and always needed. Electronics technicians and TV repair people know all too well that not every occupation remains relevant regardless of the changes ...

This 7-page paper discusses the concepts of traditional marketing (the marketing mix, 4Ps) as compared to the more consumer-centric customer-targeted marketing (also known as relationship marketing). The paper also discusses how an organiztion needs to change its behavior to embrace customer targeted marketing. Bibliography lists 7 sources.

A 5 page paper marketing a plagiarism detector system that accepts electronic files, but focuses on analyzing hard copy for plagiarized content. The Honor System machine works on the same principle as any standard fax machine. The machine digitizes content and transmits it to the Honor System servers, where the data is analyzed ...

This 4-page paper offers an analysis of the Krispy Kreme Doughnut business model, expanding the company from a niche-only product offering into a national, widely-available product. The paper also determines if this was the right strategy for the product. Bibliography lists 3 sources.

A 3 page paper answering 3 questions about IBM's sale of all but 13.4 percent of its PC business to China-based Lenovo in 2005. The merged entity will be headquartered in New York to enhance its image as a global company and will target both consumers and business. Bibliography lists 2 sources. ...

4 pages in length. CoffeeTime's operators can "borrow information" from adjacent cities or other countries to employ Bayesian logic by understanding how the notion accounts for probability inference. In order for Thomas Bayes' theorem to work for CoffeeTime, the operators must determine what it is other coffee houses already achieve in order to be ...

This 3-page paper covers some suggestions when it comes to marketing of home health care medical services to the population. Bibliography lists 4 sources.

A 6 page paper answering four questions about customer relationships. Questions include as topics customer value; six buyer-readiness stages; and three steps in building customer relationships. Another question asks which is preferable: sound strategy with poor implementation or mediocre strategy with excellent implementation. The paper maintains that excellent strategy is always preferable, ...

This 7-page paper provides an overview and suggestions on how Orkin, the pest control company, can enter into Australia. Bibliography lists 2 sources.

A 5 page book review of this important how-to book on maximizing and achieving customer/client satisfaction for any business owner, executive, or salesperson. No additional sources are used.

6 pages in length. In times past, customer-focused satisfaction was all a company could uphold in order to propel its specific marketing strategies in what was an entirely consumer-driven industry. Over the past thirty years, however, this myopic tactic has given way to a much broader understanding of competitive factors, government policy and ...

This 12 page paper reviews three books on marketing and advertising, summarises the main messages and consider the relevant of the books to a marketing student. The books reviewed are Ogilvy On Advertising by David Ogilvy, Fool-Proof marketing by Robert Bly and Selling the Wheel by Jeff Cox and Howard Stevens. The bibliography cites 3 ...

A 6 page paper commenting on an article warning of the decline of Toys 'R' Us and what that decline likely means for the toy industry. Wal-Mart, Toys 'R' Us and Target account for 48 percent of the toy sales in the US, but they do not account for 52 percent of sales. ...

A 7 page paper discussing pricing and promotion at Wendy's and McDonald's, concluding that despite recent problems including the "fraudulent finger fiasco," Wendy's holds advantage over McDonald's in terms of pricing and promotion in the competitors' current market. Wendy's price advantage stems from the rise in "fast casual" dining and its fit into that ...

A 6 page paper discussing distribution channels at Wendy's and McDonald's, concluding that McDonald's holds the advantage over Wendy's in this area of marketing. With 31,000 stores compared to Wendy's 6,700, McDonald's has distribution advantage in terms of ubiquity if nothing else. To date, neither company takes full advantage of the non-traditional places ...

A 5 page paper using a "USA Today" article to assess Wal-Mart's effect on the toy industry and on retailers focusing on toys. Toys 'R' Us has threatened to exit toys, and the industry is considering other channels that may be available to it if the toy retailer goes forward with that possibility. ...

A 6 page paper discussing the ways that the basic principles of salesmanship extend to international markets even though individual salespeople need to accommodate local culture and custom. The paper uses cultural differences in Germany as example, with reference to several Asian nations. Successful global salesmanship depends not only on the individual, but ...

A 10 page chapter by chapter review of Martha Barletta’s “Marketing to Women: How to Understand, Reach and Increase Your Share of the Largest Market Segment.” No additional sources cited.

Relationship marketing and the use of loyalty schemes such as Air Miles, may be seen as a marketing fad, but they are also very popular. Looking at the airline industry and companies such as British Airways (BA), Virgin and Delta, this 6 page paper considers how and why loyalty schemes can be a valuable marketing ...

A 9 page paper discussing AcuScan's inability to decide which of two alternatives it should pursue. The paper recommends to the CEO that AcuScan market itself to an entirely new market segment – such as banks and building security businesses – to increase sales and market share of its current product. In the ...

A 14 page paper that begins with an introduction to Tesco PLC, the largest retail grocery company in the UK. Following the introduction, the writer reports growth strategies and some recent legal and ethical issues the company faced and resolved. The major focus of this paper is this company's public relations, marketing and advertising activities. ...

A 6 page paper discussing the situation in which Hilton Hotels finds itself in 1994 after having entered Nevada's gaming industry several years earlier. The situation is that Hilton has created the Flamingo brand for middle and lower segments of the market, but it is inconsistent with both its Flamingo and standard brands. ...

A 6 page marketing plan for management and billing software designed for physicians' private practice offices. PhysicianOffice has great potential for both current and anticipated future industry needs, and it has the capability to change and upgrade with changing physician needs. There is no question that healthcare in the future will not be ...