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Papers On Marketing & Consumer Behavior
Page 56 of 192

Electronic Commerce Customer Relationship Management
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This 12 page paper explores literature on this subject in depth. It also focuses on how to obtain new information by collecting data. Methodology is explored. A decided lack of information in this field is a complaint that experts generally embrace. Bibliography lists 16 sources.
Filename: SA303CRM.rtf

Electronic Marketing
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This 9 page paper considers the marketing of homogeneous, heterogeneous and specialty products on the internet. The writer undertakes this by using the 5 stage purchasing process model starting with needs recognition and ending with post-purchase evaluation. The bibliography cites 10 sources.
Filename: TEwwwmar.rtf

Elements of Marketing
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An 8 page paper discussing the basics of marketing, it purposes and goals. The paper lists elements and purposes of elements of the marketing plan, including defining the market and offering the target market an integrated and unified effort. It discusses the need for research in several areas, as well as marketing's greater significance in the presence of slowing economic conditions. Bibliography lists 9 sources.
Filename: KSmktSteps.wps

eMarketing
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This 6 page paper that explains how online marketing differs from traditional marketing, and what types of eMarketing Tools are used to gain and retain customers on the internet. The bibliography cites 9 sources.
Filename: TEemarketing.rtf

Emotional Branding at Abercrombie & Fitch
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A 4 page paper answering 4 questions about this retailer’s difficulty in keeping the attention of the narrow target market it seeks. The questions are based on a 2003 article appearing in The Wall Street Journal, “Maybe Sex Doesn’t Sell, A & F Is Discovering.” Bibliography lists 5 sources.
Filename: KSmktgEmotBrnd.rtf

Enhancing Customer Service at Saks
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A 9 page paper discussing Saks' need to enhance customer service. In all the verbiage surrounding Saks' new directions and experiments with new formats, there is not a hint that Saks has become any more committed to providing higher levels of customer service. A vice president discusses inventories, controls and the pursuit of private labels, but not once does he mention the customer. While maintaining its efforts to build the financial side of the business, management must heed Levitt's warnings about the power of the customer. If management is unclear in how to increase customer service and therefore customer satisfaction, Saks' customers likely will be happy to advise management if management will only ask. Bibliography lists 12 sources.
Filename: KS-SaksServ.wps

Enhancing Public Relations at Hair Gallery International
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A 10 page paper describing a proposed public relations effort. Hair Gallery International is a successful salon near Irvine, California that seeks to become a greater part of the community and to solidify its relationships with current customers while also developing new ones. The framework in which this public relations effort will be undertaken is characterized by the RACE acronym: research, action/planning, communication and evaluation. The paper addresses each component specifically and includes a customer survey questionnaire. Bibliography lists 8 sources.
Filename: KSmktgHairPR.rtf

Enhancing Results of a Pool Business
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A 5 page paper assessing several points of economic consideration regarding the operation and potential expansion of a small, one-location swimming pool service and supply business. Questions address topics including elasticity of demand; law of diminishing return; economies of scale; potential price strategies; and business expansion possibilities. EPS is in an ideal position to enhance its business results without the need for a great amount of additional effort or cost. The paper recommends it increase its number of commercial accounts and increase retail sales. Bibliography lists 4 sources.
Filename: KSmgtPoolEcon.rtf

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