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Papers On Business - Management
Page 893 of 1610

Marketing Article Analysis
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This 3 page paper examines a 2005 article appearing in Advertising Age. The article concerns fast food marketing and product development with a focus on Subway. No additional sources cited.
Filename: SA523mkt.rtf

Marketing As A Career Choice
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5 pages in length. Marketing is the ideal way to express one's ideas and creativity, while at the same time accomplishing the needs and wants of the business world. In today's world, that also means incorporating the Internet as a way in which to reach all possible target markets. When the student examines the benefits of a career in marketing, one of the most important considerations will be the overwhelming impact online advertising has had upon the industry as a whole. Bibliography lists 4 sources.
Filename: TLCMarkC.rtf

Marketing at Adidas
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This 11 page paper looks at Adidas marketing, examining the approach that is adopting to marketing with reference to marketing theory and relevant campaigns. The paper goes on to assess how the marketing is aligned with the organizational strategy and structure. The bibliography cites 15 sources.
Filename: TEmarkadidas.rtf

Marketing at America Online
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A 10 page paper discussing AOL's current situation, background, marketing mix, international operations and future maintenance of its competitive advantage. Additional discussion centers on an analysis of AOL's industry, including discussion of AOL's competition and the macroenvironment in which it operates. AOL is the leader in its industry and is active in shaping the evolving environment of the Internet. While some speculate that AOL's motivation in buying Time Warner was to gain content, a more likely explanation is that AOL sought to gain access to Time Warner's cable and telephone interests as the dial-up modem moves inexorably to being a dinosaur of technology. Bibliography lists 7 sources.
Filename: KSmktgAOL.wps

Marketing at American Airlines
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A 7 page paper discussing the approaches that American Airlines is taking in marketing itself in early 2004. Long-haul carriers still have not fully recovered from the aftermath of the 9/11 attacks and the recession that followed, and American Airlines maintains some attractive offers. Most offers are attractive only to rather narrow market segments, however, and some co-branding efforts are more hype than substance, such as an alliance with Discover card that gives consumers the ability to apply for “rewards” certificates at the rate of 0.25 to 1.0 percent of non-gas purchase expenditures. American is offering more than 100 promotions at the present time, but only a few have any real value for the consumer. Bibliography lists 9 sources.
Filename: KSairMktgAm.rtf

Marketing at Compaq
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A 12 page paper discussing Compaq's marketing strategy. An adage of sales managers everywhere is 'nothing happens until someone sells something.' In reaching multi-billion-dollar size, Compaq has indeed sold 'something,' and a lot of it. The company has now turned their sales attention directly on the first-time computer buyer who would like to have a computer but has been unwilling or unable to pay the necessary price. Compaq's introduction of the $999 computer in 1997 boosted sales by 43 percent for the quarter, but other companies say that the low-end computer cannot incorporate the latest technology or be profitable Bibliography lists 13 sources.
Filename: Compaqmk.wps

Marketing at Cunard Line, Ltd.
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A 7 page paper discussing Harvard Case 5-954-046. Cunard is a century-old British luxury cruise line facing recessionary conditions in 1992 and seeking a marketing approach better than that it has been using for several years. Competition has increased in the cruise industry in the past several years, making several low cost lines available. The paper recommends that Cunard use competitors’ advertising as increasing overall awareness, then capitalizing on that increased awareness to increase its own revenues. Bibliography lists 1 source.
Filename: KScunard.rtf

Marketing at Del Monte
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A 5 page paper discussing the reasons that Del Monte cannot directly compare advertising expenditures and annual sales results. In 1999, the company spent 20 percent more in advertising and had sales 3 percent more than in 2000. The paper discusses market trends and positive research findings supporting the nutritional quality of canned foods as two reasons that Del Monte needs to employ a regression analysis of advertising-to-sales results in the short term, while realigning data collection that will make more direct comparisons more reliable in the future. Includes 2 tables. Bibliography lists 5 sources.
Filename: KSmktgDelMonte.wps

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