Essays and Research Papers on Marketing

A 6 page paper answering four marketing questions focusing on services. Two of the questions are about Alitalia’s failure to keep pace with other European airlines in terms of revenues and customer use. Another question focuses on the marketing of charities, and the final one addresses the issue of keeping existing customers while ...

A 9 page paper discussing the manner in which Pfizer Animal Health has segmented the portion of its market serving US cattle ranchers. The company has segmented its market according to herd size, giving its greatest attention to producers with herds of more than 500 head of cattle. This segment is far outnumbered ...

This 5 page paper considers how advertisements may be targeted at specific cultures within a single cu try. This paper shows and advisement aimed at a culture and shows how it is used with the advertisement to appeal to the target market without alienating other target markets. The bibliography cites 3 sources.

An 8 page paper discussing a market research project. The N-Gage is a Nokia product that is a small, independent game controller that also has cellular telephone and wireless Web capabilities. It is an MP3 player, a text messaging device and contains an FM radio. The purpose here is to conduct market ...

The competencies that succeed in the soft drink industry include offering classic products that consumers trust to taste exactly how they expect them to taste, combined with new products that respond to current trends. For example, there is a rush to get low carb drink products on the market to meet current trends. This is ...

This 4 page paper takes a look at the international beer market, with specific attention to Heineken and Anheuser Busch. Some statistics are provided. Bibliography lists 4 sources.

A 10 page paper. The Coca-Cola Company has been the world's largest producer of carbonated soft drinks for many years. It holds that position through diversification, development of new products, creating new markets, and market penetration. This essay reports and discusses the company's marketing mix, how they target niche markets, and how they position the ...

A 10 page paper discussing marketing issues for the United Kingdom’s Automobile Association (AA). This is a membership-based motoring organization that provides motorist assistance for any breakdown, and will provide customer service representatives that can identify customers’ immediate needs and suggest AA services that can meet those needs. The paper discusses the organization’s ...

An 11 page paper discussing the marketing of current developments in central and electronic security systems that are also capable of controlling home systems such as heating and lighting. The smart house holds great promise for the future. Paradoxically, however, though most systems center on security, there is very little mention of security ...

A 3 page paper. As the world's #1 fast-food restaurant, it is not surprising that McDonalds's is associated with American culture. This essay discusses this statement. Bibliography lists 4 sources.

This 6 page paper evaluates this book that takes a unique approach to marketing. The review applauds the book for its authenticity and solid research. No additional sources cited.

This 9 page paper examines how branding is done, how brand names are used and when they are used with company names. Whether a firm should use a brand or company name, or both, is explored. Many examples are provided. Bibliography lists 11 sources.

A 4 page paper developing a positioning statement for this home appliance foundation brand. The paper concludes that Frigidaire should strive to retain and promote its image of quality and longevity. Its parent Electrolux needs to make Frigidaire more accessible, without placing it in the realm of the mass market. It needs ...

This 2.5 page paper continues the case study of Frigidaire's new front-loading washing machine. The essay begins with an overview of market segmentation and an outline of market research the company has that segments the market. The writer then recommends positioning strategies for marketing this new machine. Bibliography lists 1 sources.

An 11 page paper discussing the needs that a data mart/data warehouse should fill for an organization contemplating designing and implementing one. The wealth of information that exists within every organization can lie dormant in the form of historical data only, or it can be used for a more strategic approach to planning for ...

A 3 page paper discussing goals; financial projection; success factors; and controls for a security guard company’s plans to adopt and implement iPIX™ 360-degree stationary cameras at commercial accounts. The company believes that the cameras will reduce direct labor costs as well as maintenance costs associated with mechanical panning cameras currently used. Bibliography ...

A 7 page paper assessing the promotional problems of an Ohio microbrewery and suggesting several alternatives. The paper discusses the chosen alternative – directly selling to bar-operating retailers outside the local area – in terms of the promotion “P” of the marketing mix. Bibliography lists 1 source.

A 10 page paper discussing the history and line-of-business marketing efforts of this Maine location of an international organization. Outward Bound is a program that challenges people of all ages, skill level and backgrounds to move beyond their traditional “comfort zones,” to challenge themselves physically and emotionally to discover positive qualities about themselves of ...

A 6 page paper providing a plan for another approach to promoting Zebra Beer. This microbrewery has been trying to compete with the country’s leading beer companies, and it has neither the financial resources nor the production capabilities to make such an effort worthwhile. The paper suggests that Madcap market its Zebra Beer ...

A 3 page paper that provides a brief analysis of this company, commenting on their positioning, focus and their use of technology. Bibliography lists 4 sources.

Sociocultural Forces: A 3 page paper evaluating sociocultural forces affecting this company’s business. The teddy bear is virtually meaningless to members of Hispanic origin, and it likely is not as symbolic among African Americans as it is among white Americans of European descent. Though Vermont Teddy Bear certainly has time to make ...

A 12 page “consultant’s report” to an oil company concerning developing a new synthetic motor oil. Synthetic motor oils have several advantages over conventional motor oils in terms of performance and longevity. Greater stability at high temperatures over time and enhanced starting ability in very cold weather are two of the advantages that ...

A 3 page external factor analysis of Vermont Teddy Bear Company following its acquisition of Calyx and Corolla flowers and gifts. External opportunities include Bear-Grams®, distribution, custom product; external threats include competition and litigation. Overall, the company scores barely above average. The company should consider increasing its use of the Internet and ...

A 6 page paper designing an extensive marketing audit for an existing company. The audit includes items such as market research; best-customer profile; review of marketing materials; examination of product pricing structure; and review of distribution channels, among other investigations. Overall, this extensive marketing audit will provide benchmark information for future audits. ...

A 29 page paper discussing marketing challenges faced by these two fast-food competitors. McDonald’s is the unmistakable leader in the $145 billion fast-food industry, but number three Wendy’s is poised in 2004 to overtake Burger King in long-standing second place. The changes at McDonald’s during 2003 and throughout the first half of 2004 ...