Essays and Research Papers on Marketing

Advertising is frequently blamed for poor sales, this 6 page paper considers how far, if at all, this charge can be justified. The paper looks at how poor advertising may prevent a product being sold. Other factors such as product quality are also considered. Examples are cited to illustrate points raised. The bibliography cites ...

This 8 page paper examines direct sales strategies, focusing on the use of a direct sales force and the use for telesales and telemarketing. The paper looks at the advantages and disadvantages and the relevant strategies of each approach. The writer includes consideration of direct sales being used for selling generic, or undifferentiated products. The ...

This 11-page paper focuses on the concept of Electronic Customer Relationship Management, and the ability to set up such systems in the U.S., the UK and France. Topics discussed in this paper include the concept of eCRM, as well as cultural differences between the three countries that could either make it easier or more difficult ...

A 10 page paper outlining a project plan for the design, production and test-marketing of a new product. The paper includes discussion of stakeholders and provides a Gantt chart outlining the time allotted for specific steps comprising the project. Bibliography lists 7 sources.

This 6 page marketing paper examines the concepts of segmentation, positioning and the consumer adoption process looking at what they are and commenting on the relevance, strengths and limitations of these concepts. The bibliography cites 5 sources.

This 12 page paper discusses a statement made by a senior management of a UK charity organisation "we have no time for marketing research", identifying the pertinent issues in the scenario and explaining the significance of marketing techniques in addressing these issues. The paper shows how marketing research may take up some time and ...

This 12 page paper is written in two parts. The first, and largest part of the paper discusses a statement that argues the most successful global brands come from America, and although global brands may come form any country, that "the US is better at the practice of branding than other country". This includes consideration ...

This 5-page paper focuses on the need for marketing in the hospitality industry. The paper discusses marketing beyond the idea of promotion or clever gimmicks, moving on to the idea of actually finding what the customer wants and fufilling those needs. Bibliography lists 2 sources.

A 4 page paper discussing the influence that persuasive advertising can have on consumers’ purchasing decisions. Many people like to think they are not influenced at all by the many advertising messages bombarding them each day. Closer inspection, however, reveals that we likely are affected by advertising more than we care to admit. ...

This 19 page paper look at the importance of the different variables in the marketing mix; product, price, placement and promotion. Included within this are aspects such as branding, price elasticity, segmentation and how the purchase decision is made. The paper uses the well know toy store, Hamleys, as an example of a company ...

A 3 page paper discussing the sociocultural, economic, political/legal, and technological environmental factors that marketers must consider when marketing any nonessential good or service, using Barbie® dolls, beer and financial services as examples and points of reference. Individuals in the target market must have money in sufficient amounts so that they can buy the ...

A 15 page paper discussing Boeing’s newest product line. Introduced in April 2004, after six months of offering the product for sale to customers Boeing has orders for only 62 planes rather than the 200 it expected in 2004. The paper examines environmental, economic, political and other factors affecting Boeing’s industry, as well ...

This 12-page paper focuses on the quality of service offered by automakers Mercedes-Benz and Audi. The paper is a literature review on how these two companies have built service into their success. Also discussed are recommendations for other companies in terms of service. Bibliography lists 6 sources.

This 6 page paper puts the student in the position of a consultant where they have been asked to develop sales and marketing plan for a new product. The paper show the use of the 4 P's model that uses product, price, placement and promotion as the foundation to develop the marketing plan. The example ...

3 pages in length. The writer composes a sample complaint letter to the CEO of Big Box Discounters informing him that no action has been taken for a defective television and listing the demands for rectifying the situation. No bibliography.

A 9 page overview of Schlosser's examination of the fast food industry. The author provides a general overview of Schlosser's premises and reviews Chapter 2 of the book in considerable detail. No additional sources are listed.

During the 1980's and 1990's it was generally accepted that the use of sexual images or suggestion could have a very positive influence in advertising campaigns. In more recent year this approach has been questioned, many studies have taken place, some indicating that the use of sex has changed other reach the conclusion that sex ...

This 6-page paper covers marketing and how it pertains to the architectural industry. Topics covered include what, exactly marketing is, definitions of proactive and reactive marketing, and tactics architects need to use for marketing their services. Bibliography lists 5 sources.

A 4 page paper describing a new clothing line. The paper provides a logo and catch phrase for the new business, as well as biographical information about the designer and demographic characteristics of the target customer. The new logo and catch phrase are at the top of each page. Bibliography lists 2 ...

A 7 page paper discussing the state of business for this manufacturer of cast iron wood-burning stoves. Seven specific questions address management accounting and strategy issues to conclude that Bridgewater should not presently drop one of its two products, but rather seek out methods of making the under-performing product more profitable. The paper ...

A 3 page persuasive essay focusing on selling the Chevrolet Impala. General Motors appears to have gotten it “right” in its partnering of quality, price, economy and function. Perhaps the old adage applies after all, that the more things change the more they truly do remain the same. After all these years ...

This 17 page paper outlines how to carry out a study to determine how international brands should be marketed, using either standardized or customized approaching to branding. The pa-per starts by considering how the research could be undertaken and then conducts a literature review and looks at two case studies. The bibliography cites 13 sources. ...

A 6 page paper discussing where ventricular assistive devices (VADs) currently reside on the product life cycle curve; what factors are likely to affect their growth; and how long producers can expect the product to be an active contributor to revenues. Recently approved by the FDA as an artificial heart, VADs are poised to ...

This 10 page paper examines the purchase decision of two different purchased. Based ion questionnaires supplied by the student the way the decision were reached when purchasing a cup of coffee and a lap top computer are compared. For each decision factors examined in the paper include needs recognition, the pre purchase search, evaluation of ...

This 4 page paper is written in two parts. The first part considers how position should be determined for a new product by looking at aspects such as the potential market, the resources and capabilities of the company and the lifecycle stage of the product. The second part of the paper looks at the 4 ...