Essays and Research Papers on Marketing

This 7 page paper answers three sets of questions posed by the student concerning ways that firms undertake market research. The first looks at the different types of observational market research and then discusses the way mystery shoppers can be used. The second part of the paper looks at how market research can go wrong ...

A 20 page paper discussing the development and launch of a new tub/shower combination unit. The paper discusses market research; sales forecasting; project schedule; marketing; and product launch. As the US contends with a slump in housing construction; the subprime mortgage fiasco; and the threat of recession in mid-2008, the current housing slump ...

This 8 page paper looks at the way CSR has been interpreted by the retail industry in the UK. The paper defines what it meant by CSR, looks at the way it can observed in retail practices and uses examples from companies such as Tesco, Waitrose, The Body Shop and Marks and Spencer. The bibliography ...

A 3 page research paper/essay that offers tips for bargain shopping and coordinating a good-looking wardrobe on a budget. Bibliography lists 3 sources.

This 25 page paper looks at an issue facing the management of Sainsbury's, a UK supermarket, The firm is loosing market share and the profit levels are lower than a few years previously. The paper gives an introduction which defines the problems and give aims and objectives for the research, then performs an in-depth literature ...

This 5-page paper discusses Philip Morris pricing strategies in 1993 as they pertained to the Marlboro brand. Bibliography lists 2 sources.

This 14-page paper discusses the arguments made for the standardization versus localization argument when it comes to promoting U.S. products in different countries. Bibliography lists 11 sources.

This 4-page paper focuses on customer values as a key to building promotions and product improvements. Bibliography lists 6 sources.

This 8 page paper looks at an issue concerned with doing business in Chile. Most goods will be sold through retail outlets, or resellers, however the retail industry and structure in Chile is different from the retail markets seen in many other countries. The paper looks at the structure and patterns seen in the retail ...

This 7-page paper focuses on how Canadian businesses benefit from globalization and some of the challenge they face. Bibliography lists 4 sources.

A 5 page paper based on Ivey Case 906A36. The paper assesses opportunities and risks of increased focus of rechargeable batteries in North America, recommending that Rayovac develop the market to take advantage of the high growth stage of the product life cycle. Bibliography lists 7 sources.

This 5-page paper provides a marketing strategy for a plasma television set. Bibliography lists 2 sources.

This 8 page paper looks at issues concerning the way brand equity is measured and why it is important. The first part of the paper considers the measurement of brand equity including looking at brand assets and liabilities. The second part of the paper looks at what it meant by hard equity and why it ...

This 6-page paper focuses on service marketing concepts. The example used is the launch of a beauty salon. Bibliography lists 5 sources.

This 4 page paper discusses some aspects of consumer behavior, such as the stages in the buying process beginning with the perception of need and the level of involvement based on the type of purchasing. Bibliography lists 2 sources.

This 14 page paper discusses a number of issues beginning with the typical Starbucks customer and motivation for purchasing, using Maslow's Needs theory. The writer then identifies the personality theory and the trait theory that are most applicable to Starbucks' customers as well as brand personality. The section on perception discusses attributes of Starbucks ...

A 5 page paper discussing product positioning, competitive positioning, customer perceptions and distribution-channel analysis at online shoe, apparel and electronics retailer Zappos.com. It appears that CEO Tony Hsieh did not set out with a stated marketing plan detailing all of the aspects of Zappos' current approach to marketing, but rather has been able to ...

This 23-page paper focuses on discussions of consumer behavior as it pertains to crafting marketing strategy. Bibliography lists 4 sources.

A 16 page paper discussing the value of customer relationship management; implementation; measurement; and evaluation. The bottom line in making the shift from traditional to customer-targeted marketing lies in focusing on customers' true needs – rather than those assumed by the organization – and then aligning business processes and products to serve the needs ...

This 4 page paper discusses the ethics and the responsibilities of marketers when marketing different types of goods. The marketing of Tobacco products such as cigarettes, alcohol and financial services are considered and the aspect of potential harm is discussed along with customer choice and the role if information used to make the purchase decision. ...

This 3-page paper discusses People Express Airlines and the reason for its decline. Topics presented include marketing, human resources and leadership. Bibliography lists 1 source.

This 4-page paper provides a competitive analysis about Scrubbing Bubbles, which is a cleaning product manufactured by SC Johnson Cos.

A 7 page paper creating a product and a marketing plan for the VROD-H, a hydrogen-cell Harley-Davidson motorcycle based on its 1130 cc motor developed for the VROD series. EPA and California emissions requirements for motorcycles become much more stringent in 2008 and again in 2010; the product will be marketed first in California ...

This 7 page paper answers three questions concerning business and marketing. The first looks at the value and use of operations strategy models. The second question looks at whether firms that have a marketing orientation are likely to be the most successful business. The last part of the paper looks at the use of segmentation, ...

A 9 page paper. This essay begins with a discussion of some of the many principles of marketing that have been published. The essay goes on to discuss the marketing program for Apple in general and the iPhone in particular. The paper illustrates how marketing principles were actualized in the marketing program for this product. ...