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Search by topic:   5B. ADVERTISING AND MARKETING How to interpret the catalog entries: How old is my paper? The closer a paper is to the top of a page, the more recently it was written. Book reviews Underlined titles indicate that the paper is a review/summary of a book. Page lengths, footnotes and bibliographic references: The title of the paper, usually typed in capital letters, is followed by a brief description of the paper and a specification of text page length (NOT including the bibliography or endnote pages), number of footnotes or citations, and number of bibliographic references.   prev  1  2  3  4  5  next     13841. MARKETING AND DISTRIBUTING FILM ON THE INTERNET. This research paper provides an overview and analysis of the current conditions and future potential in exhibiting, distributing and marketing films and TV series via the Internet. Following an initial section which considers the technical issues involved in distributing and exhibiting films over the Internet, the paper considers the other major issues in marketing, distributing and exhibiting films and TV series via the Internet. The analysis includes a special focus on the use of the Internet to tap into the elusive 16-to-24 year old group and the special synergy between the horror film genre, youth, and the Internet. The analysis is drawn from a review of literature and an examination of the strategies of companies and web sites now engaged in the industry. KEYWORDS: web television movies internet film marketing distribution termpaper. 32 pages, 69 footnotes, 41 bibliographic sources. sources + directory of film related websites.   $133   13833. TWO INFLUENTIAL BOOKS ON STRATEGIC MARKETING BY JACK TROUT AND AL RIES. Review and analysis of Trout and Ries' 1981 Positioning: The Battle for Your Mind and 1985 Marketing Warfare focusing on the two works' articulation and development of the then-emerging concept of the marketing niche and product identification and their introduction of the concept of marketing as strategic competitive war. 5 pages, 4 footnotes, 2 bibliographic sources.   $35   13728. Relationship Marketing. Argues that there are more advantages than disadvantages to be found in seeking long-term customer relations, as opposed to immediate sales. Compares this approach to earlier approaches, and discusses the role of database marketing in the process. Concludes with the view that relationship marketing will continue to be important with the future growth of the Internet. 16 pages, 49 footnotes, 12 bibliographic references.   $112   13686. CONSUMER BEHAVIOR RESEARCH AND THE FAMILY. An investigation of the impact of changing demographics (declining family size, the evolution of the single parent family) on family decision-making models in consumer behavior research. Notes that the once-simple pattern of market segmentation has given way to a new "pluralization of consumption." 9 pages, 17 footnotes, 10 bibliographic sources.   $63   13683. THE EROSION OF BRAND LOYALTY. This paper analyzes the causes, effects and possible solutions to the problem of brand loyalty erosion and the sub-problem of price shopping as it afflicts multinational marketers. 5 pages, 16 footnotes, 12 bibliographic sources.   $35   13648. ADVERTISING AND SOCIETY: ETHICAL ISSUES AND STANDARDS. Using Russell & Lane's Kleppner's Advertising Procedure along with supplementary sources, the analysis considers four ethical questions related to advertising: 1) Does advertising serve to restrict competition and raise prices; 2) Does advertising promote unwanted purchases by persuading people to buy unnecessary or unwanted items; 3) Does advertising help to sell inferior products; and 4) Is advertising an unnecessary expense for business? 5 pages, 11 footnotes, 4 bibliographic references.   $35   13634. ONLINE (INTERNET) BANKING HISTORY. This paper provides an overview and analysis of Internet banking. The history of online banking is traced and the reasons for the relatively slow growth in internet banking examined. the analysis profiles the current online banking market and makes projections of likely future growth scenarios. the discussion considers the advantages and disadvantages (from both the banks' and the customers' viewpoint) to online banking and looks at some of the major factors (e.g., security issues, regulatory issues,etc.) affecting future growth patterns. KEYWORDS: online banking internet banks consumer banking marketing. 17 pages, 39 footnotes, 18 bibliographic sources.   $119   13584. FAST FOOD FRANCHISING IN THE ARAB MIDDLE EAST. This paper provides an overview and analysis of fast food restaurant franchising in the Arab countries of the Middle East. The report begins with a brief overview and discussion of the franchising in general and fast food franchising in particular. Following this, a brief overview of the Middle Eastern fast food franchise market is presented. The next section examines some of the factors which have encouraged franchise systems to expand in the region as well as some of the potential benefits that franchising can bring to the region. A fourth section looks at some of the known and potential obstacles and/or barriers to franchising in the Arab Middle East. A concluding section focuses on franchising recommendations for the region and includes a directory and brief analysis of high-potential franchise systems for the region. 20 pages, 42 footnotes, 28 bibliographic sources.   $133   13533. INTERNET ADVERTISING. This paper provides an overview and analysis of the current state of Internet advertising. The first section provides an overview of the scope and trends in Internet advertising, including a discussion of growth projections, big advertisers, top categories, rates, and types of advertising. The second section focuses on the issues of advertising effectiveness. Included is an analysis of the banner debate, issues of consumer privacy, technical standards and specifications, technical limitations, and the development of new forms of Internet advertising. 13 pages, 62 footnotes, 46 bibliographic sources.   $91   13458. MARKETING ANALYSIS FOR AMARETTO DI SARONNO. Covers such topics as product features, company standing, overview of the liqueur industry, analysis of competitors, and discussion of the current promotional strategy. Concludes with a brief SWOT analysis of the company and the product. 25 pages, 68 footnotes, 27 bibliographic sources.   $133   13313. CREATIVITY IN ADVERTISING. This paper explores the role of creativity in advertising and the making of advertisements. The analysis begins with a definition and overview of the concept of creativity as it applies to advertising. The investigation then considers the role of creativity in the philosophy of advertising and the execution of advertisements. A concluding section considers the link between creativity and effectiveness in contemporary advertising. KEYWORDS: advertising creativity term paper creative advertisements effectiveness research paper. APA Style. 18 pages, 32 footnotes, 19 bibliographic sources.   $126   13302. ALCOHOL ADS. Compares 5 ads from the present time with 5 ads from the 1950s-1970s. Argues that, although visual and cultural styles have changed, the basic themes (or selling points) have remained the same. 10 pages, 0 footnotes, 10 bibliographic sources.   $70   13273. ANALYSIS OF A PRINT ADVERTISEMENT FOR SEAGRAM'S GIN. Considers various subliminal messages contained in the ad, and discusses how contrasting symbols are used to give the impression that the product is fun and will improve one's sex life. 6 pages, 4 footnotes, 2 bibliographic sources.   $42   13221. THE LEXUS AUTOMOBILE: ASPECTS OF CONSUMER BEHAVIOR. Utilizes a consumer behavior theory framework to analyze U.S. consumers' responses to the Lexus automobile. Following a profile of Lexus' marketing strategy from a "4-Ps" perspective and comparisons with U.S. and European luxury automobiles, the analysis analyzes American consumers' perceptions of Lexus. Includes an analysis of a consumer survey (sample included). Concludes that US consumers view the Lexus as a uniquely luxurious affordable car. 14 pages, 15 footnotes, 15 bibliographic sources.   $98   13206. MCDONALD'S: TIME TO SEIZE THE ADULT MARKET. Presents a comprehensive rationale and program for the fast food giant's capture of the adult market. Includes a thorough assessment of the external marketing environment (competitive structure, competitor strengths and weaknesses, economic factors; social, cultural and demographic trends), consumer environment, and internal organizational environment. Includes a SWOT analysis. The marketing plan stipulates marketing goals and objectives, identifies and defines the target market, articulates the particulars of the marketing mix with respect to product, price, promotion, and distribution strategies; discusses factors for marketing implementation; and considers methods for evaluation and control. 22 pages, 49 footnotes, 30 bibliographic sources.   $133   13030. INTERNET COMMERCE: FINALLY, A NEW EMERGING MARKET? This report provides a survey and analysis of Internet commerce, with a close focus on consumer-based Internet commerce (i.e., retail or 'e-tail' in Cyberspeak). Following an overview of growth trends and projections, the analysis profiles the current (and projected composition) of Internet commerce, profiles major trends, closely examines the risks and opportunities for companies doing business on the Internet, and considers the primary barriers to Internet market expansion. 20 pages, 107 footnotes, 46 bibliographic sources.   $133   12620. MARKETING PROFILE OF WEB TV. A marketing profile and analysis of the generic Web TV product category (primarily focusing on set-top boxes). Assesses current market situation (factors leading to the development of the product category, estimated market size, target market assessment, competitor assessment), evaluates strengths, weaknesses, opportunities and threats (SWOT analysis) for the product category and specific competitors, and develops a marketing plan (objective, strategies, promotional campaign). 26 pages, 94 footnotes, 50 bibliographic sources.   $133   12619. MARKET SEGMENTATION: DEFINITION, ADVANTAGES, & DISADVANTAGES. This paper presents an overview, analysis and critique of market segmentation. The analysis defines market segmentation, overviews its components and general methodologies, and discusses the benefits and limitations and the strategy in terms of advantages and disadvantages for firms. KEYWORDS: market segment marketing segmentation. APA Style. 10 pages, 33 footnotes, 17 bibliographic sources.   $70   12618. PHILIP MORRIS: MARKETING RESPONSE TO THE TOBACCO WARS. This paper examines the response of the world's biggest tobacco marketer - Philip Morris - to these marketing challenges. Using a "four Ps" (product-price-place-promotion) framework, the investigation first examines Philip Morris's marketing responses to date and then makes suggestions on how the tobacco titan can best cope with its hostile marketing environment. 18 pages, 44 footnotes, 38 bibliographic sources.   $126   12617. IKEA: MARKETING ANALYSIS. The following provides a marketing analysis of Ikea - the world's largest furniture retailer - with an emphasis on its global operations and strategy. Following an overview of the company's history, Ikea's product line and marketing concept is described in detail. The analysis then focuses on two aspects of Ikea's marketing mix: channels and promotion. Greater emphasis is given to promotion, both because of the greater availability of information (Ikea's status as a privately-held company with a highly complex -- and secretive -- operational structure severely limits the amount of information on the specific structure of the company's finances and operations) and because of the company's innovations in this area. Concludes that Ikea's success built on a global marketing strategy which combines product standardization with locally-based advertising and promotion. 15 pages, 51 footnotes, 39 bibliographic sources.   $105   12396. METHODS ADVERTISERS USE TO MARKET PRODUCTS. Look at the many ways advertisers appeal to consumers, from meeting basic needs (sex, hunger, safety) to creating perceptions and beliefs. new electronic media and marketing methods are discusses as new avenues for direct marketing and creation of consumer demand. 10 pages, 10 footnotes, 7 bibliographic sources.   $70   12395. MAKING THE TRANSITION FROM CONSUMER TO INDUSTRIAL MARKETING. Taking the perspective of a marketing manager for a company producing industrial goods, this paper presents an informational orientation to a recently hired new product manager who has formerly worked for a consumer goods company. The analysis explains and discusses the key factors which the new manager will find different working in industrial marketing versus consumer goods marketing. A concluding section discusses recent important trends in industrial marketing management., including the shift from a transaction-oriented philosophy to a relational-oriented philosophy, and the growing influence of the Internet on industrial marketing. 9 pages, 28 footnotes, 15 bibliographic sources.   $63   12394. STARBUCKS: PRESERVING & EXPANDING THE COFFEE CULT. Presents a marketing plan for Starbucks Corp., the nation's largest gourmet coffee retailer. Based on an overview and assessment of the current marketing situation and an identification of the main opportunities and threats in the operating environment, along with an analysis of Starbucks' central strengths and weaknesses and the major issues facing the product line, a marketing plan for carrying Starbucks' into the next century is presented. 21 pages, 104 footnotes, 37 bibliographic sources., graphs and charts.   $133   12393. SHOCK ADVERTISING. Provides an overview and analysis of high-impact emotional or "shock" advertising. Drawing on specific examples from many firms (e.g., Benetton, Calvin Klein, Diesel, Mercedes, Volvo) across a broad range of products and countries, the investigation considers the rationale and function of shock techniques, risks in its use, and evidence of its effectiveness. A concluding section makes recommendations for companies utilizing shock advertising techniques. 19 pages, 91 footnotes, 45 bibliographic sources.   $133   12392. MARKETING CIGARETTES TO KIDS. A case study in marketing ethics, exploring the ethics of marketing a deadly product to consumers who are not able to legally purchase the product. Provides background on the issue, looking at tobacco industry positions, and the view taken by anti-smoking activists and federal regulators. Citing specific examples, summarizes the tobacco industry's efforts at marketing to kids. Makes recommendations for the future in light of recent FDA advertising restriction proposals. 12 pages, 43 footnotes, 30 bibliographic sources.   $84   12391. HUMOR IN ADVERTISING. Provides a synthesis and analysis of the current literature on humor in advertising. The analysis begins with a review of the evidence concerning the overall impact and effect of humorous advertising. The rest of the paper examines what researchers have discovered about the dimensions and moderating impact of the use of humor in advertising with specific attention to product categories and features, types of humor, media, and target audience characteristics, including gender and national culture. 11 pages, 48 footnotes, 24 bibliographic sources.   $77   12300. MARKETING CONSUMER PRODUCTS IN INDONESIA AND THE U.S.: COMPARATIVE ANALYSIS. This paper compares and contrasts marketing consumer products in the emerging Southern Asian economy of Indonesia with marketing in the U.S. The main analysis makes a summary comparison of the external marketing environment and structure of the consumer market in each country. The concluding section of the paper takes a "Four P's" approach to marketing consumer products in each country, comparing and contrasting the appropriate strategies. 8 pages, 29 footnotes, 18 bibliographic sources.   $56   12168. MARKETING ANALYSIS: CIRCUIT CITY STORES, INC. Profiles and analyzes the consumer electronic chain's marketing strategy. Reviews corporate history, summarizes current operations and marketing situation, and analyzes Circuit City's marketing strategy in terms of strengths, weaknesses, and future challenges. 10 pages, 38 footnotes, 17 bibliographic sources.   $70   12167. BLOCKBUSTER ENTERTAINMENT: MARKETING ANALYSIS. This paper provides a marketing analysis of Blockbuster Entertainment Group, a division within Viacom Inc. and the undisputed market leader in home video rentals. Following an overview of Blockbuster's current situation and a discussion of the company's history, the investigation examines problems and opportunities in Blockbuster's current operations and marketing strategy. 7 pages, 36 footnotes, 24 bibliographic sources.   $49   12166. BEN & JERRY'S: SOCIAL CONSCIENCE AS A MARKETING STRATEGY. This paper provides a marketing analysis of Ben & Jerry Homemade, Inc., America's second-biggest producer and marketer of super-premium ice cream. Through an overview of the ice cream giant's current situation and a discussion of Ben & Jerry's history, the analysis examines problems and opportunities in Ben & Jerry's current operations and marketing strategy. 10 pages, 26 footnotes, 21 bibliographic sources.   $70   12134. SELLING CONSTRUCTION EQUIPMENT IN CHINA. Presents a proposal for establishing an American-based construction equipment importer/consultation firm in China. Includes a review of recent (1994-96) economic trends and business climate, an overview of the Chinese construction equipment market, and a risk and opportunities assessment for the proposed business. The concluding section makes summary recommendations on a specific business/marketing program. 19 pages, 43 footnotes, 30 bibliographic sources.   $133   12132. THE QUEEN MARY AS A MARITIME TOURIST ATTRACTION. Examines the historical significance of this ocean liner and considers the reasons for its endurance as a California tourist attraction. Considers such factors as accessibility, facilities, pricing and the importance of quality service. Argues that the Queen Mary is especially attractive to "mid-centric" (average) tourists who enjoy new experiences as long as they are not too adventurous. 10 pages, 21 footnotes, 10 bibliographic sources.   $70   12014. CATEGORIZING CONSUMERS: THE BASIS OF SEGMENTATION. This brief investigation of consumer behavior and marketing practices examines the demographic, geographic, psychographic, and cognitive-affective-behavioral basis for creating consumer segments. Notes recent trends and examines the strengths and weaknesses of various approaches. 7 pages, 22 footnotes, 17 bibliographic sources.   $49   12013. EFFECTIVE VERSUS INEFFECTIVE ADVERTISING: AN ASSESSMENT OF TEN ADVERTISEMENTS. Provides a review and assessment of ten different ad campaigns, five of which are deemed "effective" and five of which are judged to be "ineffective." All representative advertisements are very recent (late 1995 or early 1996). The advertisements were grouped into five pairs around specific themes, product categories, or target markets. 12 pages, 26 footnotes, 19 bibliographic sources.   $84   12012. MARKETING ON THE INTERNET. An overview and analysis of marketing on the Internet, with a focus on consumer product marketing and consumer behavior. Provides a brief history of electronic commerce, companies and industries most active on the Net, problems and benefits from both the marketers' and the consumers' perception, and ethical issues in cyber-marketing. 12 pages, 56 footnotes, 37 bibliographic sources.   $84   12011. MARKETING TO "GENERATION X." The basic demographic and socio-psychographic characteristics of "Xers" (people born between 1964-1977) are discussed and analyzed. To better define Generation X and differentiate its members from other generational groups, the analysis compares Xers with "baby boomers." 18 pages, 42 footnotes, 26 bibliographic sources.   $126   12010. "LOYALTY SCHEMES" IN BRITISH RETAILING. In-depth review of literature concerning the growing emphasis among British retailers to gain customer satisfaction and loyalty. Covers the concepts of relationship marketing and database marketing, and emphasizes the recent success of the Tesco "Clubcard" program. Includes a design for a proposed study (with questionnaires) to interview both customers and managers of Tesco. 20 pages, 38 footnotes, 26 bibliographic sources.   $133   11815. SALES CLOSING TECHNIQUES. This paper investigates the sales closing process, examining closing strategy, techniques for closing, and the characteristics of an effective close. Several basic types of sales closing techniques are described with examples. 10 pages, 22 footnotes, 10 bibliographic sources.   $70   11814. MARKETING HOME PREGNANCY TESTS. Profiles the home pregnancy test industry and market. Includes demand profile and forecast, competitor and market share profile, analysis of external marketing environment (economic, social, technological, competitive), segmentation and positioning strategies, and discussion of competitive advantage held by market leader, E.P.T. 18 pages, 43 footnotes, 18 bibliographic sources.   $126   11759. FEDERAL EXPRESS IN TAIWAN: A MARKETING PLAN. Presents a comprehensive marketing plan for Federal Express in Taiwan. FedEx marketing strategy is outlined in terms of marketing objectives, financial goals, and the general marketing strategy situation. FedEx's marketing mix for Taiwan/Asia is presented in terms of competitive advantage, promotion, distribution, and research and development. A concluding section presents recommendations for implementation. 18 pages, 49 footnotes, 31 bibliographic sources.   $126   11758. FEDERAL EXPRESS PLANS FOR ASIAN MARKET EXPANSION: A S.W.O.T. ANALYSIS. Presents a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of FedEx's proposed international expansion. The analysis assumes that FedEx will proceed with its announced plans to concentrate first on the Asian market, specifically using Taiwan as a "beachhead" for its new global operations. A concluding section provides a summary of key issues and makes recommendations on strategy. 12 pages, 43 footnotes, 24 bibliographic sources.   $84   11757. FEDERAL EXPRESS AND THE EXPRESS DELIVERY MARKET. Thorough analysis of the express delivery market, with a focus on the role and position of industry leader Federal Express and its current plan for international expansion. Following a general overview of the market, the paper presents a product portfolio and a comprehensive analysis of competitive forces. In a concluding section, the state of the market is also viewed from the perspective of a PEST (Political, Economic, Technology) analysis. 20 pages, 78 footnotes, 28 bibliographic sources.   $133   11756. FEDERAL EXPRESS CORP. Profiles Federal Express Corp., the founder and current leader in the express delivery business. Following a discussion of FedEx's history and development, the analysis looks at the company's organizational structure, management, and corporate culture. Also included is a summary profile of current operations and financial status. The concluding section looks at where FedEx is heading. 9 pages, 37 footnotes, 16 bibliographic sources.   $63   11709. GINSENG MARKETING. Presents a plan for the import of bulk ginseng root from South Korea for sale in the U.S. market. Describes the product, profiles the target market, analyzes risks and opportunities, provides financial parameters and projections. Includes summary marketing plan. 11 pages, 21 footnotes, 13 bibliographic sources.   $77   11517. MCDONALD'S AND ITS IMAGE. Examines this fast-food chain's image, investigating how its name, packaging, policies and public relations help to build and maintain this image. 6 pages, 20 footnotes, 11 bibliographic sources.   $42   11515. DOES ADVERTISING EXPLOIT CONSUMERS? Argues that advertising does in fact exploit consumers, but not always in ways that consumers believe or expect. Debunks the myth of exploitation through subliminal advertising and suggests that real exploitation occurs through a careful combination of targeting to vulnerable consumer groups and construction of emotion-invoking appeals. 5 pages, 11 footnotes, 7 bibliographic sources.   $35   11479. JAPANESE PORTABLE PC MAKERS SEARCH FOR A GLOBAL STRATEGY. Examines the global strategies of Japan's NEC and Toshiba in the portable PC (laptop) market and considers the responses/strategies of their chief U.S. competitors, including IBM, HP, Compaq and Apple. Faults the Japanese competitors for their focus on high tech/high price in the face of market trends demanding lower prices and greater functionability. 12 pages, 31 footnotes, 29 bibliographic sources.   $84   11473. THE PET FOOD INDUSTRY. With a focus on the "superpremium" category of pet foods distributed primarily through pet stores and the newer pet superstores, this investigation analyzes the current state and short-term marketing prospects for the U.S. pet food industry. Includes an analysis of external environment, product profile, competitor profile and consumer demographics and psychographics. Forecasts a 25% annual growth rate within the superpremium category over the next 5 years, with growth centered on products with a "nutrition appeal" and products distributed through pet superstores. 30 pages, 56 footnotes, 35 bibliographic sources.   $133   11470. BENETTON: A STUDY IN ADVERTISING CONTROVERSY. This paper examines the Benetton advertising controversy. Following a brief history and review of the central themes in Benetton's campaign, print advertisements from 1990-1994 are analyzed in terms of their implicit and explicit messages. Public and industry reaction to the ads are also considered. Summarizes the short- and long-term impact of the campaign in terms of company sales, corporate image and credibility. 15p. + 5p. ads, 41f. 27b.   $105   11393. CENSUS DATABASE INFORMATION AS A TOOL FOR MARKETING. Overview and analysis of the use of the new U.S. Census Database (Tiger) as a marketing tool among firms which rely on direct mail marketing and advertising. Details the development and capacities of the Tiger system, provides specific examples of companies which have utilized it as a marketing tool. 10 pages, 17 footnotes, 11 bibliographic sources.   $70   11383. PETS AND THE AMERICAN WAY. Profile and analysis of the pet food industry, focusing on the upmarket, "superpremium" and "specialty" sectors. Profiles major manufacturers, including Hills and Iams, analyzes brand names, product features including nutritional content, and specialty segments such as "diet" and "vegetarian." Considers the psychographics of pet marketing and factors in product loyalty. 25 pages, 56 footnotes, 30 bibliographic sources.   $133   11382. ZIP + 4 IN MARKETING DEMOGRAPHICS. Analysis of a zip + 4 software application used in direct mail marketing. Describes the marketing advantages and particular uses of Zip + 4 in marketing demographics. Discusses how specific companies have utilized this software. 10 pages, 16 footnotes, 10 bibliographic sources.   $70   11303. THE GLOBAL APPROACH TO ADVERTISING. Analyzes the feasibility of using global versus adaptive strategies in international advertising. Reports on multinational strategies in international advertising. Reports on multinational corporations who have successfully used the global approach in their international ad campaigns and discusses the general trend toward "globalization" among multinationals. Pinpoints key factors involved in the successful implementation of global advertising and makes specific recommendations. 17 pages, 61 footnotes in text, 64 bibliographic sources.   $119   11302. ADAPTIVE STRATEGIES: WHY GLOBAL ADVERTISING DOESN'T WORK. This term paper makes the case against the use of global marketing strategies applied to global advertising by demonstrating the theory and applicability of international advertising strategies which are adapted to the needs of individual markets. Draws on cross-cultural advertising studies as well as anecdotal and case reports of failures in global marketing. KEYWORDS: globalization advertising strategy international markets argumentative essay. 15 pages, 67 footnotes, 64 bibliographic sources.   $105   11301. THE GLOBAL MARKET AND THE GLOBAL MARKETING CONCEPT. Review and analysis of the concept and theory behind global marketing. Defines global organizations and global marketing, contrasting it with international marketing strategies adapted to individual country markets. Discusses the theory and rationale for global marketing. Presents examples of global marketers, with a special emphasis on global advertising. 12 pages, 49 footnotes, 64 bibliographic sources.   $84   11296. MARKETING TO GENERATION X. Examines the baby bust generation and its characteristics, why it can be considered a target market, and how marketers must appeal to it. 6 pages, 20 footnotes, 9 bibliographic sources.   $42   11293. FOLGER'S COFFEE AND THE 4 P'S. Examines Proctor and Gamble's Folgers coffee line and its use of the 4 P's of marketing. 6 pages, 18 footnotes, 14 bibliographic sources.   $42   11184. FAST FOOD MARKETING. Following a brief overview of the current state of the fast food industry, this paper profiles major marketing trends now evident among the central players in the fast good business. 10 pages, 33 footnotes, 28 bibliographic sources.   $70   11174. MARKETING PLAN FOR A NEW FLAVORED INSTANT COFFEE. Complete product development and marketing plan for a new flavored instant coffee. Includes target market, demographics, stipulation of most appropriate existing corporate "host" for product, organizational chart (with job titles and descriptions), pricing, distribution, channels of distribution, physical distribution, and promotional strategy. Cost and break-even charts included. 40 pages, 43 footnotes in text, 26 bibliographic sources.   $133   11062. MARKETING PLAN FOR THE HONDA ACCORD. Based on the situation when the Ford Taurus supplanted the Accord as the nation's best-selling car, this plan explains how the Accord can recover, by repositioning itself and aiming at a narrower and more upscale market segment. Analysis of the situation; nature of demand; market segments and their demographics; sales and market share figures; strengths of Honda and its competitors; market environment; market life cycle stage; distribution channel; key problems and opportunities; four alternative policies; choice of best one. 30p (+charts), 77f., 44b.   $133   11041. A MARKETING PLAN FOR THE ZIKE (12-MPH BATTERY-OPERATED BICYCLE). Proposes marketing concepts for different niches. Discusses testing concept appeal, evaluating niche potential, target age, and geographic area. Limits on price flexibility are factored in to niche selection. Distribution, different test marketing options, and promotion are considered. 10 pages, 16 footnotes, 7 bibliographic sources.   $70   11027. MARKETING AND ADVERTISING MANAGERS: RESPECTIVE ROLES AND FUNCTIONS. Discusses duties of marketing and advertising managers, highlighting the different responsibilities of each position. Focus is primarily on the marketing manager's larger role, covering market research, product line development, promotion, placement. 6 pages, 15 footnotes, 11 bibliographic sources.   $42   10687. SUPERSTORES: CURSE OR BLESSING? An argument that superstores, through efficiency and the lower prices they offer, are beneficial to consumers and to the economy. The various types of superstores, such as supercenters and hypermarkets, are briefly examined. The argument that superstores necessarily ruin small businesses is refuted. 10 pages, 31 footnotes, 23 bibliographic sources.   $70   10682. A COMPARISON OF TWO MARKETING STRATEGIES IN THE U.S. AUTO INDUSTRY: GM'S BUICK AND HONDA'S ACURA. Using the four-steps of the marketing management process as a guideline, analyzes and compares the marketing strategy used by General Motor's Buick division and by Honda Motor's (North American) Acura division. 13 pages, 40 footnotes, 51 bibliographic sources.   $91   10677. THE MARKETING MANAGEMENT PROCESS. Presents a comprehensive description of the marketing management process and its four steps of analyzing market opportunities, selecting target markets, developing the marketing mix, and managing the marketing effort. Gives examples of its relevance drawn from Hartley's Marketing Mistakes. 5 pages, 3 footnotes, 1 bibliographic source.   $35   10649. COLGATE: SOAP MARKETING IN KENYA. A well-researched analysis which begins with a company profile, its past marketing history, and a background report on Kenya. The appeal and potential demand for the product is then discussed, as is possible foreign competition. 11 pages, 38 footnotes, 22 bibliographic sources.   $77   10604. MARKETING STUDY: THE HONDA ACCORD. A marketing case study of its rise to become the nation's top-selling car, and subsequent loss of this position to the Ford Taurus. 12 pages, 43 footnotes, 33 bibliographic sources.   $84   10588. MARKETING A NEW BIRTH CONTROL METHOD: NORPLANT. This paper investigates issues and opportunities in marketing the birth control method Norplant in the United States. Taking the perspective of the pharmaceutical company licensed to market and distribute the product, the analysis predicts Norplant's market potential and makes recommendations for a successful marketing program. 14 pages, 47 footnotes, 17 bibliographic sources.   $98   10551. SUBLIMINAL ADVERTISING. This analysis examines subliminal advertising's history, prevalence, effectiveness, and the way certain marketers have profited from the public's belief in its effectiveness. Concludes that subliminal advertising messages in broadcast mediums are ineffective. 10 pages, 19 footnotes, 17 bibliographic sources.   $70   10543. MARKETING STRATEGY FOR PROTEX IN KENYA. Discusses target market, differential advantage, product, distribution, promotion, and pricing for this Colgate medicated soap. 10 pages, 26 footnotes, 15 bibliographic sources.   $70   10507. NEW ORGANIZATIONAL FORMS AND ADMINISTRATIVE TOOLS FOR TODAY'S SELLING FORCE. Critical review and analysis of two articles from the Harvard Business Review which describe a form of sales organization (team selling) and tool for sales administration (automated systems) which the authors contend will boost overall sales productivity and efficiency. 7., 10f., 2b.   $49   10449. THE COCA-COLA COMPANY: SELLING TO THE WORLD. This paper profiles the Coca-Cola Company in terms of its business characteristics and strategies at both home and abroad. Particular attention is devoted to threats of market saturation and changing consumer tastes in the domestic industry and opportunities for massive market expansion in the international arena. 16 pages, 41 footnotes, 32 bibliographic sources.   $112   10424. THE WORLD'S LARGEST MALL: THE MALL OF AMERICA. The paper begins with an introduction and description of the Mall of America project, then discusses its owners/developers, demographic targets, and its possibility of success. A discussion of how a similar mall might succeed in the Washington D.C. area concludes the paper. 6 pages, 30 footnotes, 12 bibliographic sources.   $42   10420. MARKETING PRIMARY EDUCATION AT THE PRIMARY AND SECONDARY SCHOOL LEVELS. Following an overview of the history of marketing private schools, the analysis turns to an assessment of recent trends and current tactics in marketing private schools in the United States and the United Kingdom. The latter half of the paper takes a prescriptive approach to private school marketing, outlining a comprehensive approach culled from educational marketing theory and the best examples of current private marketing practice. 25 pages, 61 footnotes, 35 bibliographic sources.   $133   10389. SEXISM IN ADVERTISING. Following a brief definition of what constitutes sexism in advertising, evidence of its prevalence and concentration within certain product categories is disucsssed. The rationale for using sexist appeals and the evidence of its effectiveness are examined. The concluding analysis considers the recent movement to reduce sexism in advertising. 12 pages, 42 footnotes, 35 bibliographic sources.   $84   10385. THE SOFT DRINK WARS IN THE GLOBAL MARKETPLACE: PEPSI TAKES ON COKE. Current marketing status and strategy of PepsiCo's beverage business segment are considered in light of declining growth in the U.S. market and the move by Coca-Cola into the international beverage market. Pepsi' product line (including new offerings), target market, distribution network, advertising/promotion strategy and corporate strategy in the domestic market are compared and contrasted with its main competitor, Coca-Cola. Pepsi's readiness to move into the all-important international market is considered and discussed. 15 pages, 46 footnotes, 43 bibliographic sources.   $105   10332. HARLEY DAVIDSON. Discusses the firm's target market, product strategy, price, place, promotional activities. Influence of Japanese exports and how HD had to request tariff protection; HD's near-demise and subsequent recovery. 8 pages, 34 footnotes, 13 bibliographic sources.   $56   10329. SPORTS FRANCHISE MARKETING. A critical study of the modern expansion of sports franchise marketing through the media, novelty sales, and product endorsements. Differences between various sports in marketing methods are pointed out. 10 pages, 17 footnotes, 9 bibliographic sources.   $70   10245. AMERICAN AIRLINES -- GLOBAL MARKETING. A marketing program for American Airlines growing international operations. Includes a comprehensive industry and market analysis, including a step-by-step investigation of American's current competitive position vis-a-vis both domestic (Delta and United) and foreign (British Airways, SAS, Lufthansa, etc.) competitors. Includes a proposal for an advertising program with a one-year $40 million budget designed to position American Airlines as the premier U.S. flag carrier among business fliers. 28 pages, 69 footnotes, 43 bibliographic sources.   $133   10243. THE GAP, INC.: MARKETING PROFILE. This paper provides a marketing profile of The Gap, Inc. Following an overview of the company and its marketing environment, the analysis considers The Gap's segment strategy, profiles its product line, outlines its system of distribution, and discusses its pricing and promotion policies. The analysis concludes with an evaluation of The Gap's current position and makes recommendations for future developments. 11 pages, 40 footnotes, 27 bibliographic sources.   $77   10230. THE BIG STORE'S BIG TROUBLE: MARKETING AT SEARS. Marketing profile of Sears, Roebuck and an analysis of the critical marketing factors in the company's external and internal environments. Central problems and major opportunities are assessed. Argues in favor of a comprehensive restructuring of the merchandising group with the elimination of certain product lines and a refocused product differentiation strategy. Recommends a program to improve employee relations. 24 pages, 61 footnotes, 48 bibliographic sources.   $133   10221. FOCUS GROUP FINDINGS: THE GILLETTE SENSOR RAZOR. Report describes Gillette Sensor Razor and reports findings of a focus group conducted with 15 participants to determine consumer's attitudes towards the product. 8 pages, 6 footnotes, 4 bibliographic sources.   $56   10210. JOB PROFILE OF A SALES MANAGER. A summary of a series of job-related questions posed to the sales manager of a car dealership. Considers job requirements, job responsibilities, recruitment and training practices and compensation. 7 pages, 0 footnotes, 0 bibliographic sources.   $49   10131. INTERNATIONAL MARKET SEGMENTATION, PRODUCT PRICING AND THE RELATIONSHIP TO ECONOMIC INDICATORS AND EXCHANGE RATES. Discusses the inabilities of regular economic indicators when dealing in international market segmentation and suggests alternate variables for informing investment. 10 pages, 9 footnotes, 10 bibliographic sources.   $70   10113. A CRITIQUE OF THE MARKETING IMAGINATION BY THEODORE LEVITT (NEW YORK: THE FREE PRESS, 1983). Review and critical analysis of this well-known book by a leading marketing theorist. Looks at Levitt's ideas on segmentation and standardization, service, pricing. Criticism of the book's flaws. 10 pages, 35 footnotes, 11 bibliographic sources.   $70   10112. MARKETING PRACTICES OF BLOOMINGDALE'S AND NORDSTROM'S. History and growth of these 2 leading department store chains, with some similar material on Neiman-Marcus. Compares and contrasts Bloomingdale's and Nordstrom's with respect to their marketing strategies -- promotions and specials, advertising, customer service, merchandising, store layout, sales manaagement, mail order and catalogs; trends. Nordstrom's legendary customer service and practice of putting salespeople on commission are examined in particular. 22 pages, 106 footnotes, 45 bibliographic sources.   $133   10050. MARKETING STRATEGY FOR A SMALL INSURANCE AGENCY. A case analysis of marketing strategy for a small insurance agency specializing in auto insurance. Considers market segments, competition, government influences and appropriate marketing mix (price, product, distribution). 14 pages, 9 footnotes, 12 bibliographic sources.   $98   10043. MARKETING GENERAL ELECTRIC REFRIGERATORS IN HUNGARY. This paper develops a rationale and presents a strategy for marketing General Electric refrigerators in the Hungarian consumer market. Product history, characteristics, traditional marketing channels and suitability for the selected market (Hungary) are detailed. The second section presents a detailing marketing program. Options for market entry are analyzed and a specific mode of entry selected and justified. legal and commercial aspects of entry are explained. Concludes with an outline for long-term marketing strategy. 22 pages, 52 footnotes, 34 bibliographic sources.   $133   09926. CONSUMER DECISION-MAKING IN AIRLINE SERVICE PURCHASES. Marketing segmentation study focusing on the U.S. commercial airline industry (passengers). Develops a consumer decision process model which describes the variables affecting the passenger's selection of a particular airline and compares and contrasts variables in the decision-making process across the two key market segments of business travel and leisure travel. Includes interviews. 22 pages, 47 footnotes in text, 41 bibliographic sources.   $133   09925. INFANT CAR SEATS MARKETING PROGRAM. Presents market overview, rationale and strategy for the marketing of a new infant car seat under the brand name of Care Chair. Details target market, product features, distribution strategy, sales organization, advertising strategy (includes sample ad) and first year financial projections. 16 pages, 18 footnotes, 12 bibliographic sources.   $112   09923. HILTON HOTELS AND MARRIOTT CORP: A MARKETING STUDY OF TWO GIANTS IN THE U.S. HOTEL INDUSTRY. A comprehensive analysis of the two hoteliers' comparative operations, management and marketing strategies. Following background industry analysis, compares the two firm's financial positions, comparative market shares, and marketing strategies. Concludes that recent events have temporarily brough the two companies into close competition, but long range strategies and corporate culture imperatives will eventually pull them in different directions. 26 pages, 65 footnotes, 34 bibliographic sources.   $133   09922. DO INFORMED CONSUMERS MAKE BETTER DECISIONS? Looks at literature in consumer research to determine how (and if) consumers benefit from product and/or service information. Describes some of the major barriers to consumers' use of information, including consumer motivations, point of reference, availability and quality of information, quantity of information, and consumer information processing limitations. 7 pages, 15 footnotes, 13 bibliographic sources.   $49   09921. NEW PRODUCT INTRODUCTION APPROACHES FOR HIGH-TECH SILICON VALLEY FIRMS. Presents an overview and categorization of currently accepted market development approaches across all industries and then discusses how appropriate traditional models are for high-tech computer firms. Analyzes specific, historical approaches to product introduction among these firms and then presents new, alternative approaches. 12 pages, 27 footnotes in text, 35 bibliographic sources.   $84   09920. THE CORDLESS TELEPHONE: MARKET DEVELOPMENT. Investigates the market for cordless telephones. Traces the evolution of the product, briefly profiles major competitors, and then focuses on marketing segments and consumer decision process models for the product. 15 pages, 5 footnotes, 7 bibliographic sources.   $105   09717. MARKETING PROFILE OF A CABLE TV COMPANY (VIACOM, INC.). An analysis of this multiple system operator's competitive strategy. Provides historical and financial background on the company and an overview of its four main business segments. Competitive strategy (competitors, target market, marketing and advertising tactics) within each segment is discussed and analyzed in detail. Concludes with an evaluation of the strategy's effectiveness. 12 pages, 34 footnotes, 26 bibliographic sources.   $84   09709. ADVERTISING AND EMOTIONS. An analysis which shows three of the major ways in which advertisers use effective appeals to manipulate consumers' emotions: 1) creating positive feelings associated with the brand; 2) using emotions to increase communication impact; and 3) presenting emotions as a benefit of consumption. Background theory on consumer learning and decision-making is provided. 10 pages, 27 footnotes, 21 bibliographic sources.   $70   09707. THE INFLUENCE OF THE MEDIA. An essay arguing that the mass media has robbed individuals of their ability to make up their own minds on matters as divergent as consumerism and politics. Cites examples in advertising consumer products and in mass media projections of political issues and political candidates. 5 pages, 15 footnotes, 11 bibliographic sources.   $35   09704. IMPORTING HIGH DEFINITION TVS TO THE U.S. Outlines a tentative plan for importing HDTVs from Japan to the U.S. Analyzes basic requirements for importing manufactured goods to the U.S., the current state of the industry, U.S. market potential, market barriers, problems in standardization, current terms of trade, and potential trade barriers in the industry. 11 pages, 35 footnotes, 28 bibliographic sources.   $77   09676. MEDIA SCHEDULE FOR PROMOTING A LINE OF CALIFORNIA VARIETAL WINES. Provides an overview of the industry (market potential, target groups, environmental concerns, typical advertising practices), and presents a detailed plan for scheduling a $500,000 annual budget between five promotional vehicles. 5 pages, 9 footnotes, 13 bibliographic sources.   $35   09666. MARKETING MEDICAL EQUIPMENT TO JAPAN. Presents a plan for marketing and distributing U.S. manufactured medical equipment to Japan. Focus is on high technology and home monitoring equipment. Analyzes social, cultural, economic and political barriers and benefits to the proposal. Includes 14 statistical charts. 40 pages, 66 footnotes, 30 bibliographic sources.   $133   prev  1  2  3  4  5  next   Copyright 2002 Academic Research Papers Associate Term Paper Sites: Academic Research Papers Academic-Research-Papers Research Central Term Paper Assistance