Essays and Research Papers on Marketing

This 5 page paper outlines the value-basis of modern consumer society and discusses the extent to which these value are compatible with sustainable development. The bibliography cites 10 sources.

An 8 page paper. While most ice cream companies market their product to children, Haagen-Dazs has always targeted the adult market. As one writer said: "Haagen-Dazs transformed a stagnant and declining market dominated by established brands with little or no interest in innovation by extending the appeal of a product that was once just a ...

This 24 page paper carries out an in-depth life cycle analysis of the credit card industry. The paper considers the background and development of credit cards and looks at the theory and application of the theory at the different stages; development, introduction, growth, shake-out, maturity and finally decline. The paper focuses on Diners Club as ...

A 5 page paper listing the characteristics of traditional and electronic marketing. The paper reviews Porter’s views of the similarities and differences between traditional and electronic marketing, then applies the lessons to the UAE. Bibliography lists 6 sources.

A 5 page paper discussing the decline and current recovery of this pioneer of the “superstore” concept. Toys R Us still struggles, though it is far from unprofitable. It still posts net losses, but against gains in total revenues. The company seems to be on the right track to regain much of ...

A 10 page paper detailing the increase in Chinese tourism which the world has witnessed in the past two decades. Supplementing the text with six charts, graphs and tables detailing the statistics of this trend, the author supports the contention that while practically unheard of at the beginning of the twentieth century, China now ...

A 6 page paper describing a travel desktop designed for laptop computer use, then describing a graphic design portfolio created to promote the product and the company. The portable laptop desk holds promise of being a boon for those in need of the convenience it provides. The materials promoting it need to support ...

This 5 page paper provides an overview of the product life cycle theory as well as other relevant theories. Limitations of the theory are also discussed. Some information is provided on systems theory as well. Bibliography lists 6 sources.

A 6 page paper focusing on the change of influence of advertising elasticities. The question being considered here is, “The Elasticity of advertising has been falling since the mid 1950s for most products and for most industries. Does this mean the end of formal promotion techniques?” The short answer is that it does ...

This 14 page paper begins with a general introduction that discusses the importance of value creation in sustaining competitive advantage. The writer then defines value and explains how the definition of value has changed over the last several years. The value formula is presented and the components in value are outlined. The next section ...

This 3 page paper takes the form of a report of an interview that asks a sales director the company’s experiences, successes, and failures as related to the set-up and performance in the e-commerce environment. The bibliography cites 1 source.

A 7 page rewrite of the paper titled, “Changes in Advertising over the Last Half Century” containing much of the same text but presented from a different perspective. This paper includes more information about how advertising was done in the 1950s and why advertising elasticity measures were more applicable then. The landscape has ...

This 8 page report discusses the Swedish furniture chain IKEA. With the slogan “affordable solutions for better living,” IKEA appeals to people who understand that functionality has its own form of beauty and style. The company also explains “ours is not a flashy crusade” in its “Unboring Manifesto” in which it makes it clear that they understand ...

This 7 page report discusses the controversy regarding aluminum versus wood in baseball bats and decreasing the maximum allowable diameter - increasing the weight of the bat . . . who knew there could be so many issues related to baseball bats!? And who knew these issues could be the basis for lawsuits, heated debate, and endless discussion ...

This 15 page paper begins by providing data about the population of children in the U.S., divided into age groups. The paper then discusses the astounding buying power of children under the age of 18, both in terms of direct purchases and in terms of influencing parents' purchases. Data are then reported regarding the types ...

This 6-page paper examines Bank of American and the banking industry and determines how these two fit into Michael Porter's generic competition model. Bibliography lists 5 sources.

This 6 page paper provides an overview of Dell's E-Commerce strategy which focuses on technology, marketing, branding and customer service. Dell's success since 1999 is highlighted. Bibliography lists 10 sources.

This 6 page paper considers what is meant by relationship marketing, how it works, the way it may be seen as strategic and the use of technology to support it. The paper includes examples of relationship marketing to illustrate the points raised. The bibliography cites 12 sources.

14 pages in length. Jumping on the Internet bandwagon, the new/used automotive parts industry has begun to experience what most every other major dot.com presence has encountered: an increase in sales, a decrease in production/overhead costs and a clientele of people they would otherwise never be able to reach through conventional, brick-and-mortar methods. ...

This is a 3 page paper discussing articles found in consecutive issues of In Style magazine. When reading a number of consecutively published issues of In Style magazine, readers quickly become accustomed to the many mixed messages, use of language and images which are portrayed in some of the articles. Largely, the magazine is a ...

This 7 page report discusses developing a marketing plan for a particular church and the fact that such an effort requires many of the same awarenesses and insights as marketing other membership- and participation-based organizations such as fitness clubs, college programs, even support for charities and service organizations. The overall objective of “St. X’s” integrative marketing plan ...

This 4 page paper examines the theory behind witting a good, effective direct mail letter to be used in marketing campaign. The bibliography cites 3 sources.

A 17 page paper discussing the rationale for a small family travel agency to develop an online presence. The travel industry still has not fully recovered from the terrorist attacks of September 11, 2001, but growth in “Internet travel” continues. This paper provides rationale for developing an online presence and describes the ideal ...

This 13-page paper provides a situational analysis of the Internet company Yahoo. Topics discussed include the macro environment in which the company operates, the company's services and organizational structure, its marketing efforts and revenues. Bibliography lists 6 sources.

This 7 page paper looks at the market structure and performance of the frozen dessert industry. The industry is examined in terms of product structure, levels of competition and general trends. The writer explains how these may be reflected in the determination of price. The bibliography cites 8 sources.