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Papers On Marketing & Consumer Behavior
Page 68 of 192

Green Marketing And Societal Marketing
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A 14 page paper. For the last three decades there have been intermittent attempts at marketing campaigns that emphasize the environmental safety of products. Concern for the environment has become a common and popular theme among consumers in many regions of this world. This essay explains green marketing, the principles of green marketing, the past failures of green marketing and the different segments of green consumers. The second part of the essay discusses societal marketing, the principles of societal marketing, the movement towards sustainability and the concept of the triple bottom line, and Kotler's five societal marketing concepts for which companies should be responsible. The writer also comments on the reasons consumers became cynical about marketing campaigns promoting environmentally-safe products. Survey data are included. Bibliography lists 14 sources.
Filename: PGgrnmkt.rtf

Greener Pastures Case Study
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This 10 page paper examines a case provided by the student where a company; HydroCan, with a brand new product to reduce the need to water lawns, has to be marketed. The paper looks at how the decision of which market to target can be taken. The paper starts with a ASWO analysis, looking at the product sand how it fits in which both of these markets, and then looks at the potential profits for each option and where the break even point would be reached. The bibliography cites 4 sources.
Filename: TEgreener.rtf

Guarding the Flank in a Price War
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A 5 page paper answering specific questions about a price war among grocery chains in Quebec in 1983. The price war came about as a result of a marketing research effort, and taught as many lessons about the usefulness of marketing theory in real-world application as it did Steinberg’s ability to affect the local grocery market in a short time. No sources listed.
Filename: KSeconPriceWar.rtf

Haagen-Dazs Marketing Analysis
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An 8 page paper. While most ice cream companies market their product to children, Haagen-Dazs has always targeted the adult market. As one writer said: "Haagen-Dazs transformed a stagnant and declining market dominated by established brands with little or no interest in innovation by extending the appeal of a product that was once just a children's treat to become an adult indulgence." This essay provides a short background discussion of the company, including the recent sale to Nestle. The essay includes discussions about Haagen-Dazs use of the 4Ps, market segmentation, competitive advantage and innovative marketing techniques. Bibliography lists 11 sources.
Filename: PGhaadaz.rtf

Hall & Stamp's Meaningful Marketing
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This 6 page paper evaluates this book that takes a unique approach to marketing. The review applauds the book for its authenticity and solid research. No additional sources cited.
Filename: SA422HaS.rtf

Harley Davidson Motorcycles: The “Bad Boy” Image Verses Fact
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A 9 page history of the emergence of Harley Davidson motorcycles and the culture which they have spawned in the U.S. Contends that despite the “bad boy” image these motorcycles are associated with the contemporary Harley owner is more often a businessman, doctor, or lawyer than they are a “gang” member. Provides statistics to back this contention up. Bibliography lists 10 sources.
Filename: PPharley.wps

Harley-Davidson
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A 5 page paper examining the financial position of this motorcycle maker and including other business factors including customer demographics. Harley-Davidson has been amazingly successful as it has succeeded in exploiting the "hog" image while also gaining the approval of younger and affluent customers. When it was struggling to regain lost market share in the 1980s and 1990s, its first order of business was to recover lost ground and slighted reputation. Currently the company is leading the industry in the superheavyweight classification, and in late 2006 its stock is at an all-time high. Bibliography lists 6 sources.
Filename: KSfinHarley.rtf

Harley-Davidson: Strategic Management
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7 pages. This paper describes the management strategy of the Harley-Davidson Company including the analysis of strengths, weaknesses, and opportunities. The company objectives and strategies and an evaluation of them are also discussed. Looks at long-term objectives and demographics. Bibliography lists 5 sources.
Filename: JAharley.rtf

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