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Papers On Marketing & Consumer Behavior
Page 46 of 192

CUSTOMERS AND BRAND RELATIONSHIPS
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This 3-page paper examines the concept of brand loyalty as it applies to cell phones (Sprint) and movies (Disney). Bibliography lists 3 sources.
Filename: MTbrandrel.rtf

CUSTOMERS AND RELATIONSHIPS WITH BRANDS
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This 3-page paper discusses if customers form relationships with brands, products or services. Bibliography lists 5 sources.
Filename: MTcusbrare.rtf

DAD'S PET CARE COMPANY
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This 16-page paper discusses a marketing case study for Dad's Pet Care, a pet food company that is regional and family owned. Topics discussed include branding, marketing, the target market and media placement. Bibliography lists 5 sources.
Filename: MTdadpec.rtf

DARDEN RESTAURANTS
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This 15-page paper is an overview of Darden Restaurants, which owns Red Lobster and Olive Garden (among other chains) in the U.S. and Canada. The main thrust of the paper involves employee practices at Darden, as well as their customer service and marketing philosophies. Bibliography lists 11 sources.
Filename: MTdarden.rtf

Data Collection for PiggyBank
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A 3 page paper discussing issues associated with gaining insight into preferences of customers of a retail bank. There are a number of means of gaining information about customers and how they behave, which indicates what they want. A more direct approach is to ask customers what they want. This can be accomplished in a variety of ways, including interviews, online surveys and document review. Bibliography lists 6 sources.
Filename: KSresDataCol.rtf

Data Use in CRM
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A 3 page paper discussing the use of data in customer relationship management. Marketers and the marketing discipline devoted much time and energy to developing what would come to be known as the marketing mix, the four "Ps" of marketing that have guided marketing efforts for years. The four Ps have been criticized as being too myopic for current use; an alternative is effective use of customer data. Bibliography lists 4 sources.
Filename: KSmktgCRMdata.rtf

Dealing with Consumer Shifts
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A 5 page paper discussing cola manufacturers' focus on bottled water as a product they can move along the product life cycle curve as dark, sugary colas continue to decline. Some marketers in the past have believed that consumers will buy anything they choose to place before us; astute marketers have come to understand that such is not the case. Consumers do need time to accept a new product, however, such as was the case with bottled water. Bibliography lists 2 sources.
Filename: KSmktgSftDrnk2.rtf

Dealing With the Dealership (Article Review)
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This 3 page paper examines this article on car buying. No additional sources used.
Filename: SA916car.rtf

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