Essays and Research Papers on Consumer Behavior

A 5 page paper discussing the iPod's journey through the product life cycle to reach its current maturity stage. Apple has managed iPod's product life cycle masterfully. It controlled every aspect during the high-growth, high-revenue stages, opening the way to third party product and service providers only after the iPod reached maturity. ...

A 5 page paper discussing the marketing mix – the four Ps – and using those items to define marketing as the process of identifying a target market and then meeting the needs of that market through price, product, distribution and promotion. The goal should be to provide consumers with what they want, where ...

A 12 page research paper that explores the topic of customer satisfaction and how it is related to both profitability and product/service quality. This relationship reveals why customer satisfaction has taken center-stage in the new economic paradigm. No longer is customer satisfaction a cursory consideration to profitability. Customer satisfaction, in many ways, is profitability. Bibliography ...

This 3-page paper discusses if customers form relationships with brands, products or services. Bibliography lists 5 sources.

There are many examples of celebrities endorsing or taking part in marketing for goods or services. From Henry Cooper promoting Brut, to Jamie Oliver promoting Sainsbury’s and Carol Vordeman promoting secured loans the practice is widespread. This 11 page paper looks how and why famous personalities are used in marketing and the benefits along with ...

A 9 page paper which analyzes The Naked Society by Vance Packard and examines privacy issues today in society Bibliography lists 3 additional sources.

This 19 page paper looks at launching a brand new product on the market. The product chosen is an anti-ageing product. The paper describes the new product, outlines the goals and strategies for the launch and first few years, defines and examines the target market considered competitors and substitutes, and then looks at the ...

A 3 page paper discussing changes in the marketing mix for a good and a service over the past decade. The good discussed is the PC; the service used as example is dog grooming. Bibliography lists 3 sources.

This 4 page paper discusses what Schlosser says about standardization, uniformity, and conformity in the fast food industry on one hand, and nonconformist entrepreneurs on the other. It also considers the movie industry, which is becoming standardized in the same way as fast food. Bibliography lists 1 source.

This 6 page paper compares and contrasts marketing to the consumer with marketing to business. For customers, or business customers, it seems as if there is a shift, and it has gone to developing niches that individual customers will like. This is true whether or not the customer is a business customer or an ...

A 3 page paper discussing aspects of marketing research that a small grocery business could consider. The marketing information system is comprised of internal data, marketing intelligence and marketing research. Each form of information has its place, and the total perspective that each form combines to provide can enlighten Kudler Fine Foods' marketing ...

A 3 page paper discussing the marketing mix as well as the similarities and differences between product marketing, services marketing and social marketing. Bibliography lists 2 sources.

This 4-page paper provides an example of what types of data and information needs to be put into a marketing audit. Bibliography lists 4 sources.

A 4 page paper that begins by identifying the factors that affect both domestic and global marketing. The writer comments on clustering ads, the effect of the Internet on marketing and global business using Coca-Cola as an example. Bibliography lists 7 sources.

This 15-page paper is a strategic analysis for a new Starbucks concept entitled On-The-Go. The discussion includes the need for the program, the target market, and promotion. Bibliography lists 5 sources.

This 11 page paper looks at the use of brand extensions and how they may either endanger a brand or create opportunities for growth. Both of these potential outcomes is examined, looking at theory and examples before the strategy of brand extensions is considered and a conclusion reached regarding whether or not it is a ...

This 4-page paper describes target market selection for a generic brand detergent sold in grocery stores.

A 10 page marketing plan for the World Wildlife Fund, targeting corporate members and school teachers in the United States. The plan seeks to gain new members and corporate sponsorship totaling $6.25 million on a $400,000 investment. Bibliography lists 11 sources.

In A Social Health Care Marketing Context In social healthcare markets the basis of the service provision is need rather than ability to pay. This 3 page paper looks at how and why pricing can impact on the accessing of social healthcare and the role and importance of marketing in this context. The bibliography cites ...

This 8 page paper provides an overview of the use of qualitative methods in U.S. society. This paper uses examples from AT&T, Coca-Cola and American Airlines. Bibliography lists 6 sources.

This 14 page paper looks at the issues and the challenges for the marketing managers in consumer goods companies when applying market segmentation including why market segmentation matters and how it relates to target marketing and positioning. The bibliography cites 10 sources.

An 8 page paper that begins with a discussion about brands and branding and the importance of branding. The essay then reports the most recognized brands and the top global brands, according to different reports. One report includes a comparison of the top brands in different geographic regions. Another study reports top brands in ...

5 pages in length. The writer creates a management memorandum to help the company focus on assembling a target market for a new product. Bibliography lists 3 sources.

This 3 page paper considers potential marketing options for a new medium sized e-business. Choices such as search engines, banner advertisements and viral marketing are discussed along with a potential way of monitoring the sales that the different marketing sources create. The bibliography cites 3 sources.

This 3-page paper offers some marketing suggestions for an ebusiness promoting salt lamps. Bibliography lists 1 sources.