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Papers On Marketing & Consumer Behavior
Page 34 of 192

Communication in Marketing
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This 14 page paper considers the statement that all marketing communications should be 1) clearly positioned, 2)directed to a particular target market, 3)created to achieve a specific objective and 4)undertaken to accomplish the objective within budget constraints. This is considered with reference to two pharmaceutical companies; Proctor and Gamble Pharmaceutical and Johnson and Johnson. The bibliography cites 11 sources.
Filename: Tecmctnm.rtf

Communication Models Used in Marketing
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This 6 page paper considers the use of the different models of communication in marketing. These include the one to many, direct targeting, one to one and many to many models. The bibliography cites 10 sources.
Filename: TEcommdl.rtf

Company Profile and Analysis of Northwest Airlines in Regards to Current Political, Economic, Global and Technological Factors Affecting the Airline Industry
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This is a 9 page paper discussing Northwest Airlines in regards to the airline industry and the environmental economic impact on the industry since September 11, 2001 and the recent war in Iraq. Northwest Airlines is the fourth largest airline in the world with over 1,500 daily departures and its effective alliance with KLM Royal Dutch Airlines in Amsterdam adds an incentive for international passengers. The official guidelines and expectations of the company in 1995 included “forward-looking statements” which included the recognition of risks and uncertainties in the airline industry such as war risk coverage and the general economic conditions in the United States. Since the end of the Gulf War in the early 1990s, Northwest and the rest of the airline industry were making a slow recovery and had increased the total aircraft fleet in the industry by 50%. The terrorist attacks of September 11, 2001 however resulted in a loss of over $10 billion and 100,000 positions in the industry. While the government provided financial assistance to airlines in cash and loan guarantees, the same assistance is not guaranteed to the airlines in light of the recent war in Iraq in which Northwest alone has had to decrease its flight schedule by 1,500 departures, its fleet by 20 aircraft and its employees by 4,900 positions. Comparatively however, Northwest has faired well as airlines such as United, U.S. Air and American are either in the process of bankruptcy or are near that financial breaking point. The ongoing growth or recovery of the industry continues to be directly a result of political and global changes in addition to the usual industry factors of competition, customer satisfaction, technological innovations and product scope; all factors which Northwest has taken into account in its maintenance of its high rank in the industry. Bibliography lists 7 sources.
Filename: TJNWAir1.rtf

Company Profiles
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A 3 page paper which examines the company profiles of 9 different companies. The paper examines competitive advantage, market segmentation, positioning, differentiation, and unique selling proposition. Bibliography lists 9 sources.
Filename: RA9ebay.rtf

Comparing 3 Books on Marketing
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A 9 page analysis that examines three books on marketing-- Ogilvy on Advertising by David Ogilvy; Market Segmentation by Art Weinstein; and The Marketing Imagination by Theodore Levitt. Each book is examined, in turn, as to common issues that it shares with the others. No additional sources cited.
Filename: 003mar.rtf

Comparing Amazon.com and Yahoo!
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A 7 page paper discussing these two companies. The first real search engine and in business for far longer than Amazon.com, Yahoo! currently posts gross profits roughly equal to those of Amazon.com. Neither, however, currently enjoys profitability. The purpose here is to compare the two companies, particularly in terms of their marketing efforts. The paper includes a SWOT analysis for each company and discusses the marketing mix at each. Bibliography lists 6 sources.
Filename: KSmgmtAmaYahoo.rtf

Comparison of "Marketing Myopia" and "Marketing is War"
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An 8 page paper comparing these two marketing classics. "Marketing Myopia" was first published in 1960; Marketing Warfare is newer by a generation. Both have a place in today's business environment, but each takes a very different approach to the marketing of goods and services. Of the two, Levitt's "Marketing Myopia" remains the most useful in today's business climate. His view that the customer is the heart of any business has never been more true than it is today. Bibliography lists 2 sources.
Filename: KSmktgArti.wps

Competing with a Market Leader; Possible Strategies
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This 6 page paper considers the way in which market leaders may be targeted by ambitious competitors. The writer considers the marketing strategies of the competitors and the proactive as well as reactive approach of the leaders in protecting their position. Real examples are given in the paper to illustrate the points raised. The bibliography cites 8 sources.
Filename: TEmarled.wps

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