Essays and Research Papers on Marketing

A 6 page paper discussing characteristics that Home Depot should consider in choosing a site for an additional store in Toronto. The paper discusses local demographics, the effect that a new store could have on existing-store sales and methods of quantitatively determining the effect of a new store. Includes 4 census maps of Toronto illustrating income, education ...

A 7 page research paper that explores the topic of customer satisfaction and the tobacco industry. Bibliography lists 20 sources.

A 21 page paper discussing factors that can enable Ever Ready to regain its leading market share. Ever Ready was the leading battery brand in the UK in the years before high-drain appliances and gadgets proliferated. Now that batteries are required for more than flashlights and portable radios, the company has lost market share as well as ...

This 5 page paper takes a look at KFC (Kentucky Fried Chicken), a fast food chain that is competitive in the United States as well as other parts of the world. The chain's experience in China, along with socio-cultural obstacles it has encountered, is explored. Bibliography lists 7 sources.

This 5 page paper looks at geographic components in respect to marketing for higher order learning. Higher order learning is defined. Bibliography lists 4 sources.

A 5 page paper discussing the reasons that Del Monte cannot directly compare advertising expenditures and annual sales results. In 1999, the company spent 20 percent more in advertising and had sales 3 percent more than in 2000. The paper discusses market trends and positive research findings supporting the nutritional quality of canned foods as two reasons ...

5 pages in length. Since 1936, the Australian airlines named after founder Reginald Myles Ansett has demonstrated an unwavering attention to performance, safety and customer satisfaction. In order to maintain its high level of industry presence, company executives have endeavored to apply their objective from the inside out, capitalizing upon the importance of ...

A 5 page paper discussing whether product development in food companies needs to be different than in other industries. Studies indicate that most product development should be targeted toward the development of totally new products, but changes in consumer lifestyle also need to be considered. This suggests that product development needs to be an ongoing affair, at ...

10 pages in length. Assessing the job functionality of America and Mexico's directors of marketing, it is important to take into account the vast differences in economics, technology and education. Both directors strive for a better profit margin, lower competitor interchange and stronger presence within the particular industry; however, the manner by which ...

This 8 page paper considers the way in which women form communities on IRC, how and why this happens and how this may be used in the future for commercial purposes when it comes to marketing to women. The bibliography cites 6 sources.

This 5 page paper takes the position that SUVs are impractical and will eventually fade from popularity. Ross Laver's 1997 editorial on the subject is used as a springboard for discussion. Bibliography lists 3 sources.

A 5 page paper. This paper discusses marketing as a process and how it extends beyond companies to nations. In this case, Hong Kong. For the first time, Hong Kong is facing competition it has never known before from mainland China and a number of cities. The territory is losing ground. This paper discusses ...

A 10 page paper discussing the dichotomy that often exists between the organization's perception of its service to customers and the customer's view. The bottom line is that it makes little difference how the organization would describe its customer satisfaction efforts, when all that matters is how customers would describe them. Dell Computer and McDonald's (and many others) ...

An 8 page paper discussing the basics of marketing, it purposes and goals. The paper lists elements and purposes of elements of the marketing plan, including defining the market and offering the target market an integrated and unified effort. It discusses the need for research in several areas, as well as marketing's greater significance in the presence ...

A 9 page paper discussing anticipated marketing effects of euro circulation on a British cheese producer. When the euro replaces the national currencies of member states beginning January 1, 2002, there will be a two-month period in which retailers will be required to operate in both euros and the national currency. After that, only euros will be ...

A 6 page research paper that explores the instant coffee market environment in the US and Brazil. The writer explains how these two markets are intimately connected due to the fact that Brazil supplies a good portion of the coffee for American instant coffee brands. The declining instant coffee market is also discussed. Bibliography ...

8 pages in length. The writer discusses several aspects of Frequent Flyer Programs, including maintenance cost, the best programs, customer loyalty and marketing. Bibliography lists 10 sources.

6 pages. This paper defines the concept of customer care in the hospitality industry. The focus is on the importance of hospitality within the context of the front office, or reception area. The process of creating a customer care program is discussed as are ways in which it can be monitored and maintained on a regular basis. ...

A 6 page paper discussing the high-end services available to this bank's wealthiest clients and the manner in which the bank markets those services. Some of the benefits available to wealthy clients are open to all account holders in other countries, such as a no-charge debit card linked to a cash account. Other services include asset management ...

This 11 page paper looks at dining behavior and how demographics affect restaurant choice. Several issues are discussed including the effects of age, ethnicity and leisure time. Bibliography lists 5 sources.

A 6 page paper. Dot-com businesses have been filing bankruptcy by the hundreds in the last two years. Why? That is the question this paper explores. Data regarding the numbers of failures are presented as are the reasons as reported by annalists. Bibliography lists 8 sources.

This 6 page paper considers a product lifecycle from development and market introduction through the growth and maturity and finally to decline. The illustrate the cycle the writer uses an example of a product that is currently in the mature stage; the microwave oven. Using this example the development is traced from the development of ...

This 25 page paper provides an overview of the current literature related to the development of marketing strategies and the integration of telemarketing as a component of modern business operations. This paper integrates some perspectives on the use of telemarketing, both from a business standpoint and through an assessment of consumer views of telemarketing. ...

This 6 page paper consider if marketing departments and marketers are in a position to lead a company into better ethical practices. The writer looks at who this may be achieved and the problems that will be faced. To illustrated the points raised real examples are cited. The bibliography cites 6 sources.

This 5 page paper considers the different influences that have caused the development of the tourism industry. Factors considered include the economy, technology, transportation and fashion. The writer focuses on the UK, but the influences can be applied equally to other countries or destinations. The bibliography cites 2 sources.