Essays and Research Papers on Marketing

This 20 page paper considers the development and strategy formation for the launch of a new product. The example use is an electronic book, but may be any consumer product. The writer examines issues such as identifying the market, mission statements, market segments, financial targets and budgets, copyright and patent protection, perceptual mapping, conjoint analysis ...

A 20 page paper. The 'voice of the market' refers to what research can learn about the wants of consumers and distributors, learning about the customers of competitors and what competitors are doing to gain market share. The 'voice of the customer' simply relates to research about the customer to learn what they want, and ...

This paper examines how advertising impacts consumer decisions. Also included are various examples of advertising and its methods. Bibliography lists 15 sources.

A 5 page paper discussing how a Pacific Northwest winery could add a line of high-end nonalcoholic juices to its production for added revenues. The wine industry has been in a slump for some time, and this line is seen as being an effective means of increasing revenues while the industry is in recovery. ...

17 pages in length. The ripple effect of September 11th's terrorist attack has touched virtually each and every person in one way or another; however, perhaps nowhere was the detrimental impact felt more severely than in the travel industry. In essence, people were terrified to leave the safety and sanctity of familiar surroundings ...

This 6 page paper examines the beer market in Germany. The paper consider the overall market size and trends, the influences on the market, the consumer behaviour and consumer attitudes. The bibliography cites 6 sources.

A 19 page paper discussing Harvard Case 9-595-035, "Nestlé Refrigerated Foods: Contadina Pasta and Pizza." The paper assesses and analyzes the effectiveness of Nestlé's actions and market research in contemplating the launch of a fresh pizza for grocery store sales. The paper criticizes Nestlé for giving more attention to competitor Kraft than to ...

A 5 page paper. Are there practices in branding that would be considered unethical? The writer concludes there is at least one practice that fits the criteria. In general, the writer concludes that it is the business practices of the company that can be judged as ethical or unethical. Bibliography lists 5 sources.

A 5 page paper assessing the effects of the marketing department's recommendation that a producer of an unnamed product lower prices by 10 percent. The purpose here is to assess the effects of this action on profits and competitive responses. The paper considers the 4 Ps of marketing, price elasticity issues and effects ...

This paper examines how RJ Reynolds and Philip Morris have been able to continue marketing their tobacco products to consumers, despite the 1998 settlement against Big Tobacco that required cigarette manufacturers to cut back on advertising. Bibliography lists 6 sources.

A twelve page paper which looks at the diversity and variety of the tourist attractions which are available in Britain, and the importance of the country's cultural heritage in the development of the tourist trade. Bibliography lists 6 sources

A 6 page paper assessing the honesty of Chevron's advertising campaign designed to promote the company as being environmentally-friendly. In a series of advertisements, Chevron focuses on one particular environmental project, including a different one for each advertisement. One such advertisement highlights the company's efforts to place wooden platforms above high-voltage wires so ...

A 9 page paper expanding on the pricing considerations presented in the 5-page paper of the same name. The additional discussion in this longer paper addresses what a price-cutting retailer of bicycles can expect to happen to profits with and without a competitive response to the original retailer's reduction in prices. Bibliography lists ...

10 pages. Tylenol and Gatorade are two well-recognized products that are at the top ten percent of their industries. How these products are marketed using influencer models is the main topic of this paper, as well as additional influence the marketing strategies have on the consumer groups towards which these two products are ...

An 8 page paper discussing the ability that the call center has in shaping customer satisfaction and positively affecting customer loyalty. Businesses maintain large advertising budgets for the purpose of attracting new customers, but many need to place more attention on keeping the customers they already have. The call center holds an ability ...

This 8 page paper looks at talk and variety shows as a way to market writers, actors and other entertainers. How agents and publicists use the talk show circuit to promote their clients is the focus of this paper. Bibliography lists 5 sources.

A 22 page paper combining a business plan for a startup business with a marketing plan for the first several months of operation. Grandma Tracy’s Popcorn is a startup company that initially will sell popcorn balls made from a "secret recipe" which will become part of the marketing information given to consumers. The ...

This 5 page paper answers four questions; how marketing may different between large and small organizations, the value of psychographics in marketing, how ethnical marketing occurs and different launch styles. The bibliography cites 5 sources.

An 8 page paper discussing the difficulty that Harmon Foods (Harvard Case 9-171-248) has in forecasting annual cereal sales. The company is seeking to identify factors influencing variation in cereal sales, but the brand manager makes assumptions he should never consider as being valid. If seasonality is found to be as great a ...

A 6 page paper discussing a cereal producer's need to conduct market research to determine consumers' current feelings about the producer's products. The information provided by the company's active consumers can inform the use of promotions and their effectiveness in influencing consumers to buy Shannon Foods' cereal brand. The company needs to ask ...

This is an 8 page paper discussing income social class on economic and consumer behavior. In many of the theories of consumer behavior the level of income and social class seem to play a part in economic behavior and spending. Many theorists have historically believed that economic behavior was largely based on individual tastes which ...

This 10 page paper considers the Harvard Business School case of Heineken N.V. looking at aspects of international marketing as they apply to this company. The writer considers the way in which the product is limited by the requirements of the company in maintaining brand image and value and the way in with it is ...

A five page paper which looks at market segmentation with reference to the sale of white goods in Europe, especially with regard to socio-economic and cultural variations in the customer base. Bibliography lists 3 sources.

This 5 page paper considers how mass customization is being used by Nike and their iD brand. The writer consider this model, how it operates as well as the advantages and disadvantages that Nike may feel as a result of adopting this strategy. The bibliography cites 5 sources.

This paper attempts to link the concept of market orientation with profitability in firms. Topics discussed include what market orientation is (and how it differs from "marketing") and challenges inherent in implementing it in firms. Bibliography lists 9 sources.