Essays and Research Papers on Consumer Behavior

A 12 page discussion of the marketing employed by GlaxoSmithKline and Pfizer in marketing these two popular drugs. This paper addresses the factors that determine marketing design and consumer purchasing behavior. The lack of information regarding potential adverse side effects in most of these ads is illuminated. Bibliography lists 6 sources. ...

This 4 page paper examines public relations and how research can help to create good campaigns. Various methods of research and why there are objections to it are explored. Bibliography lists 2 sources.

This 3 page paper considers the way that Cocoa Cola and Pepsi have used benchmarketing in their advertising communications. The paper briefly defines benchmarketing and then examines the ways that Pepsi and Coke have used it in the marketing using examples of international campaigns. The bibliography cites 4 sources.

A 3 page paper discussing the differences between B2B and B2C marketing. The ultimate goals of each are the same, but the methods they use to accomplish those goals can and do differ immensely. Bibliography lists 2 sources.

This 5 page paper looks at the case of the Segway Human Transporter and considers why it has not yet been a commercial success and the market remains limited. The paper looks at issues such as the failure of the product to meet perceived needs, the product adoption process and other influencing factors. The bibliography ...

A 3 page consideration of whether Starbucks should invest $40 million in additional employee staffing. Bibliography lists 1 source.

This 8 page paper looks at micromarketing, consider what it is and how it is used as well as whether it will it is able to take over from traditional mass media marketing or will compliment it. The paper focuses on the marketing of durable goods and used real world examples to illustrate points raised. ...

A 5 page paper examining the financial position of this motorcycle maker and including other business factors including customer demographics. Harley-Davidson has been amazingly successful as it has succeeded in exploiting the "hog" image while also gaining the approval of younger and affluent customers. When it was struggling to regain lost market share ...

This 3 page paper examines Totonno's, a pizzeria in Brooklyn's Coney Island. A business angle is taken. Demographics are included. Bibliography lists 5 sources.

A 5 page paper discussing BMG Entertainment in 1999 as it faced decisions of how to deal with the advent of legal digitally-downloaded music. Based on Harvard case 9-701-003, the paper chastises BMG's management for considering everything but the customer in arriving at a decision. Bibliography lists 6 sources.

A 6 page paper presenting a strategy plan for a retailer of women's business clothing that also extends to formal and casual wear. Lady will devise a "strategic plan" for customers targeting total wardrobe replacement over a period that the customer selects, usually one to two years. The period can be longer or ...

This 3 page paper provides an overview of Applied Public Relations: Cases in Stakeholder Management. The book is critiqued as well. Bibliography lists 2 sources.

A 7 page paper assessing some of the areas that Amazon.com traveled through before becoming profitable. Preceding Amazon's arrival at profitability was a metamorphosis almost as complete as that which takes the caterpillar to the form of butterfly. Along the way the company developed a business model that serves it and its customers ...

This 12 page paper discusses why companies engage in international marketing rather than a series of national marketing strategies. The paper starts by looking at models and theories that explain how and why companies internationalize and then looks at the way this reflects on marketing strategy choices. The paper argues as the companies get ...

A 6 page assessment of the social risks that confront the alcohol industry in Poland. This paper outlines the social impacts of alcoholism and emphasizes the importance of industry interaction in addressing those impacts. Bibliography lists 5 sources.

This 3 page paper suggests a sample questionnaire to assess which supermarket characteristics are most important to the customers of a store. The paper then explains and justifies the questionnaire. The bibliography cites 1 source.

A 10 page paper assessing aspects of the use of rewards and incentives exchanged for personal information online for marketing purposes. Businesses contemplating rewards programs need to tailor those incentives to match the demographic aspects of the market segment they wish to target, and then set out to collect customers that they keep for ...

A 4 page paper discussing pricing and using a Naval hospital as the target organization. The U.S. Naval Hospital, Guam has the freedom to establish prices for any goods or services not covered by Medicare, but it has no freedom at all when establishing prices for goods and services for which Medicare could be ...

This 4 page paper is based on a case study and considers how Frigidaire Company might go about positioning its new front-loaded washing machine. Bibliography lists 3 sources.

A 3 page paper presenting a scenario; identifying the types of heuristics involved in it; and designing an approach to persuading a supervisor to alter his position also using heuristics. Bibliography lists 4 sources.

A 4 page paper recommending that a microbrewery that wants to grow form an alliance with a mail-order beer club in an effort to place its product with a greater number of people as well as increase sales and repeat business. Bibliography lists 3 sources.

This 10 page paper considers the way that push and pull marketing strategies are used, looks at how they are used and presents cases to demonstrate the differences. The bibliography cites 7 sources.

Promotion is an important part of the marketing mix. This 10 page paper examines the way that four different products or services are promoted, demonstrating the similarities and differences that can exist. The paper looks at the promotion of a large screen television, a casino, a theme park such as Disneyland and the promotion of ...

This 4 page paper examines Proctor and Gamble and its cash cow, Tide. The marketing of the product is discussed in marketing terms. Bibliography lists 7 sources.

A 3 page paper discussing supply chain issues that affect business-to-business (B2B) and business-to-consumer (B2C) organizations. Bibliography lists 3 sources.