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Papers On Management And Business
Page 213 of 388

Market Orientation
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A 6 page paper discussing what market orientation is and why organizations strive to attain it. Of all the cultural barriers that can exist in a specific organization that can prevent it from establishing and then maintaining a market orientation, those stifling internal communication can be the most negative. The organization that would be market oriented must ensure that it includes in its decision-making processes those business units with the greatest degree of direct customer contact, and then make the best use of the information that customers will freely give when given the opportunity. Bibliography lists 5sources.
Filename: KSmktgOrient.rtf

MARKETING - ESSAY QUESTIONS
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This 7-page paper discusses aspects of marketing. Included are how Starbucks is a "New Era" corporation, a SWOT analysis for a start-up brewery, and the positioning of hybrid cars to different market segments. Bibliography lists 2 sources.
Filename: MTmarkvari.rtf

Marketing and Management at Rexall Sundown
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An 8 page paper discussing Rexall's current growth and outlook for the future. Rexall Sundown is a leader in nutritional supplements, and is positioned to take full advantage of the growth expected in the category that already has seen great increase. The company's management is cautious but not too much so, resulting in steady growth in keeping with its stated mission and vision. Bibliography lists 8 sources.
Filename: KSRexall.wps

Marketing and Strategy Discussion Questions
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A 6 page paper answering 4 discussion questions, 2 in marketing and 2 in strategy, each at the Master's level. The questions address mass marketing, individual purchase decisions and environmental effects on long-range planning in home health care. Bibliography lists 4 sources.
Filename: KSmktgDQs.rtf

Marketing at McDonald’s in 2003
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A 10 page paper examining McDonald’s recent results in terms of marketing considerations. The paper uses Porter’s Five Forces, PEST Analysis and a SWOT Analysis to conclude that McDonald’s is long overdue in choosing to move along with the baby boomers that helped to create the business that now is in decline. The brand is strong, but it has come to carry a negative connotation in many respects in the past several years. The company needs to examine demographic data and begin concentrating its marketing toward older consumers and those of Hispanic origin. Bibliography lists 10 sources.
Filename: KSmktgMcD2003.rtf

Marketing at Zappos.com
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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 identify positive developments and then build on those. Customer comments on Zappos sites or external to Zappos all read in the same way, demonstrating that in the minds and hearts of its customers, Zappos truly has "arrived." Bibliography lists 6 sources.
Filename: KSmktgZap.rtf

Marketing Audit -Siemens AG
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A 12 page paper that offers a marketing audit of Siemens AG. Sections include: Environmental Aspects, comprised of economics, market and technology and Marketing, comprised of objectives, strategies, tactics, the 4P's, and organization. The essay begins with an executive summary. Bibliography lists 17 sources.
Filename: PGsiemn.rtf

Marketing Audit: Target Corporation
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A 19 page marketing audit of Target. The paper addresses environmental and marketing issues, including a discussion of Target's marketing mix. Target appears to be positioned well to continue the current phase of growth as it progresses to the next point in its history. Target occupies a place between the high prices of the department store and the crowded, cramped nature of its competition's stores, offering higher quality on many of the items that consumers want most. Though the middle class continues to shrink, Target offers those within it a middle class retailer with values to match. Target needs to continue to engage the customer at ever-higher levels, building loyalty that will serve the company both in the present and in the future. Bibliography lists 14 sources.
Filename: KSmktgAudTarg.rtf

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