Essays and Research Papers on Marketing

A 16 page paper using the example of Giant Manufacturing Company to illustrate some of the considerations that need to be made before entering a new market. International marketers must be sensitive to the local markets that they wish to enter. There have been faux pas in varying degrees over the years, and ...

This 3 page report discusses fundamentals of the 21st century marketplace and the behavior of 21st century consumers and two favorite electronic marketing techniques -- push technology and rewards or points programs. Bibliography lists only one source.

A 3 page discussion of the ultimate purpose of advertising. The author presents the contention that when we consider the importance of advertising to arenas in which money does not actually exchange hands, we realize that advertising is really geared toward improving the buyer’s disposition toward a “product”. That product is not limited ...

This is a 5 page paper discussing the pharmaceutical brand-name industry and its political influence in the U.S. The brand-name pharmaceutical industry in the United States has a great deal of influence over the legislation which controls the drug industry in the U.S. In addition, there is a great deal of political influence on the ...

A 6 page overview of Sears’ struggle over the last two decades to maintain her reign as a retail giant. While in the 1980s she fell prey to Walmart and K-Mart, today she is fighting a similar battle with Lowes and Home Depot. Bibliography lists 6 sources.

This 15 page paper considers how markets may be assessed for the introduction of a new product and the information that will be required. The paper undertakes this by looking at the market conditions, such as population, social, cultural and economic conditions as well general infrastructure of these three countries. The bibliography cites 14 sources. ...

This 7 page report discusses Tiffany & Company, its reputation for quality and style, and how a marketing plan should be crafted to attract consumers who do not know anything about Tiffany. Increasing awareness is the primary focus for the campaign. Issues associated with marketing luxury products are addressed. Bibliography lists 4 sources.

20 pages in length. The importance of services marketing has come to redefine the way in which the global economy operates, clearly illustrated with the knowledge that services account for approximately three-fourths of all developed nations' employment and GDP. Moreover, the ever-growing trend toward services-related employment has created a decidedly top heavy concentration ...

This 10 page paper considers how marketing along with corporate attitudes have changed in the wake of events such as the bankruptcy of Enron and WorldCom and the terrorist attack on the World Trade Centre on September the 11th 2001. The paper looks at the attitudes and pressures and how they have manifested in marketing ...

A 14 page paper. For the last three decades there have been intermittent attempts at marketing campaigns that emphasize the environmental safety of products. Concern for the environment has become a common and popular theme among consumers in many regions of this world. This essay explains green marketing, the principles of green marketing, the past ...

This 5 page paper looks at how malls influence women to purchase items. Fashion is discussed and the cosmetics counter is also probed as well. Ideas about how the mall is different from ordinary stores and how the mannequin and all the other things in the setting do influence women and how they approach ...

This 11 page paper consider the idea that cost-based pricing procedures are only really applicable with commodities. The paper looks at this from a marketing perspective and after defining and demonstrating an example of cost pricing the paper considers the models that are then used to test for a potential market and measure the sales ...

This 6 page paper examines the concepts of the consumer adoption process, market segmentation and positioning. The relevance, strengths and limitations of each concept is discussed with various real life examples used to illustrate the points raised. The bibliography cites 4 sources.

A 3 page paper answering 6 questions about Amazon.com’s strategic direction; use of technology; core competencies; mission statement; and integrity of customer data. No introduction or conclusion. Bibliography lists 5 sources.

16 pages in length. Staying one step ahead of the competition is a critical factor of success, no matter under what industry a particular business might fall. Travel and tourism are especially bound to this mantra, inasmuch as there is a tremendous amount of revenue at stake where business and recreational travelers are ...

4 pages in length. The writer addresses 3 topics: key global PR trends; the differences in publicity and advertising in terms of their impact on publics; and when proactive PR planning and reactive crisis management are implemented. Bibliography lists 3 sources.

This 6 page paper considers issues in global marketing. The paper looks at how a market may be assess for attractiveness, the issue of culture and the approach that may be taken to marketing. As an example, a computer company considering expanding into China is used. The bibliography cites 14 sources.

This 3 page paper considers how branding may be used by tourist destinations. The paper looks at how this may be achieved and gives a short example of a branding strategy for a tourist attraction. The bibliography cites 8 sources.

This 3 page paper looks at how relationship marketing may be used in tourism, focusing on the use to market countries as destinations using the examples of Egypt and Dubai. The advantages and disadvantages as well as application are included. The bibliography cites 6 sources.

An 8 page paper. GM ended production of the Pontiac Trans Am with the 2002 model. After almost 30 years, GM will bring the Pontiac GTO back to the American roads with the 2004 model year. The new GTO will be built at GM's Australian subsidiary, Holden. This essay first provides a short introduction to ...

This 23-page paper examines eBay and its competitors including Amazon.com, Google and Yahoo! Discussions include comparisons and differences between eBay and the competition, and which companies are likely to be the major players in the future. Bibliography lists 6 sources.

A 5 page marketing plan for a line of hair care products. Timotei is a brand of hair care products centered in the Netherlands but gradually expanding into other European markets. The brand has declined slightly over the past year, and marketers are searching for another, more successful method of promoting Timotei products ...

This 5 page paper discusses the changing role of the auditor and the ways in which public policies are changing to provide a system of accountability. Bibliography lists 7 sources.

A 12 page paper discussing the loyalty program used at Tesco and Sainsbury, after most UK grocery retailers have abandoned the use of loyalty cards. The paper discusses the effects of the existence of most loyalty programs (i.e., higher prices) and the distinctions between those which offer customers other discounts outside the organization and ...

A 4 page paper assessing growth alternatives available to a tea retailer. China Tea House (CTH) has grown rapidly in the single year of its existence. Beginning in London, the company now has 25 locations throughout the United Kingdom. The paper examines promotion, franchising and CTH’s marketing mix. No sources listed. ...