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Papers On Marketing & Consumer Behavior
Page 18 of 142
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BRANDING – A REVIEW OF MARKETING ARTICLES
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This three page paper provides article reviews on two marketing-based articles, “The ownership effect in consumer responses to brand line stretches,” and "Using advertising alliances for new product introduction: Interactions between product complementarity and promotional strategies."
Filename: MTbrmaar.rtf
BRANDING, VALUE AND REPUTATION
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This 3-page paper focuses on the question of the value of reputation, particularly as it pertains to branding. Bibliography lists 4 sources.
Filename: MTbrarep.rtf
Branding: Ethical Or Unethical
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A 5 page paper. Are there practices in branding that would be considered unethical? The writer concludes there is at least one practice that fits the criteria. In general, the writer concludes that it is the business practices of the company that can be judged as ethical or unethical. Bibliography lists 5 sources.
Filename: PGbrdet.rtf
Brands, Brand Management, & The Brand Manager System
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A 4 page critique of the entitled article by Low and Fullerton. The article's authors investigated the viability of continuing the brand management system today and in the future. They reached five theses based on a comprehensive historical review of the literature. Their conclusions are discussed. Bibliography lists 1 source.
Filename: brand.doc
Breakfast Meeting Marketing
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A 5 page paper in 2 parts. Part 1 discusses the “new” approaches to marketing made possible by advances in technology. The bottom line is that though methods may be new, the old principles still apply. Part 2 discusses issues to consider in organizing a breakfast meeting where marketers can communicate with potential customers face-to-face. Bibliography lists 3 sources.
Filename: KSmktgBrkfMtg.rtf
Brewing Up Sales: Proposal to Supply Coffee to Peter Doughnuts
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A 7 page business proposal from Lighthouse Roasters to Peter’s Doughnuts to provide the 76-location chain with gourmet dark-roast coffee as a sole-source provider. Peter’s business has suffered from competition with Starbucks and Dunkin’ Donuts, and it seeks to add a gourmet coffee line in an effort to win back customers. Peter’s will sell its coffee at prices considerably lower than Dunkin’ Donuts, and far below Starbucks’ prices. The proposal suggests that Peter’s pays slightly more per pound than it had wanted to, while Lighthouse accept a price also slightly less than what it wanted, based on the belief that the increase in volume will translate to an increase in margin as well. Bibliography lists 4 sources.
Filename: KSmgBizProp.rtf
Budweiser: A Hypothetical Marketing/Advertising Campaign for 2000
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A 14 page overview of a hypothetical marketing/advertising campaign for Anheuser-Busch. Relates the challenges faced by the company and proposes a limited geographic marketing/advertising campaign promoting a combination brewery/retail outlet. Suggests complimenting traditional advertising media with an electronic advertising campaign over the World Wide Web. Bibliography lists 9 sources.
Filename: PPbudwei.wps
Building Customer Loyalty Through Loyalty and Reward Schemes
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This 17 page paper looks at the way that companies try and create loyal customers with the use of reward schemes. The paper looks at the use of reward or loyalty schemes, how and why they have become so popular and the way loyalty is seen in the real world, including the idea of polygamous loyalty and the way they may support brand values and their potential to provide differentiation. The bibliography cites 22 sources.
Filename: TEloaylcust.rtf
Business Analysis: eBay, Shell and Thomas Cook
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A 16 page paper comparing and contrasting the industries and types of businesses represented by Shell Oil and Thomas Cook (eBay is mentioned only in passing and is not part of the analysis). All businesses require accurate and useful information on which to base business decisions. The types of information they need will depend on the types of industries in which they operate, however. While most Thomas Cook customers could be expected to have no opinion as to the ethics of that company, many are vitally interested in the same measure regarding Shell. All businesses are obliged to take advantage of the information available to them as a means of increasing their competitive advantage within their industries and markets. The paper discusses environmental analysis, segmentation, positioning and research for both Shell and Thomas Cook. Bibliography lists 5 sources.
Filename: KSbusAnShelThom.rtf
Business and Marketing Plan: Portable Printer
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A 5 page paper providing a mission statement, SWOT analysis, business and marketing plan for the PalmPrint, a truly portable printer designed for use with handheld computers. The PalmPrint represents the next generation of miniaturization of computer peripherals. It will appeal to the “gadget conscious” for early sales; it will appeal to serious users for sustainable growth and development because of the value it offers the user. The new generation of handheld computers elevates the class from PDA to true computer when adding a folding keyboard; addition of the PalmPrint completes the set. Bibliography lists 5 sources.
Filename: KSmktgMobPrint.rtf
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