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Papers On Marketing & Consumer Behavior
Page 69 of 192

Harvard Case Study: Lenor Refill Package
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A 12 page paper discussing a Harvard Case supplied by the student. Proctor & Gamble have a fabric softener called Lenor in Europe (it is the equivalent of Downy in the U.S.). Sales have declined due to consumers' concerns for the environment, including land fill waste. The writer discusses the issues being faced by P & G and the options to increase sales again. There are three alternatives given in terms of the product and then two alternatives in terms of packaging. These are discussed along with specific questions regarding the case. 1 illustration included. Bibliography lists 3 sources.
Filename: PGlenor.rtf

Hershey’s Sugar Free Product Line
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A 3 page paper discussing several aspects of launch of Hershey’s new product line. Introduction and promotion of a new product can be difficult regardless of how strong the company behind it is. Example can be seen in the launch and promotion of Hershey’s Sugar Free line of products. Considered here are customer satisfaction, e-business considerations, ethics and promotion of the product. Bibliography lists 3 sources.
Filename: KSmktgHersSugar.rtf

High and Low Involvement Purchase Decisions
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This 10 page paper examines the purchase decision of two different purchased. Based ion questionnaires supplied by the student the way the decision were reached when purchasing a cup of coffee and a lap top computer are compared. For each decision factors examined in the paper include needs recognition, the pre purchase search, evaluation of alternatives, the impact of the socio-cultural environment and psychological field, the influence of marketing, the post decision behavior and the differences between high involvement and the low involvement decisions. The bibliography cites 8 sources.
Filename: TEpurcoff.rtf

HILTON AND OVERVIEW
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This 4-page paper focuses on Hilton Hotels Corporation and certain marketing and customer segmentation issues. Topics discussed include a target markets, branding and segmentation strategies and concepts to target different consumer markets. Bibliography lists 3 sources.
Filename: MThilton.rtf

Hilton Hotels' Entrance into Gaming
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A 6 page paper discussing the situation in which Hilton Hotels finds itself in 1994 after having entered Nevada's gaming industry several years earlier. The situation is that Hilton has created the Flamingo brand for middle and lower segments of the market, but it is inconsistent with both its Flamingo and standard brands. Customers cannot know from their experiences with one Flamingo hotel what to expect at another. The paper recommends that Hilton determine where its Flamingo brand will operate and then tailor services and entertainment to the chosen market segment. Bibliography lists 4 sources.
Filename: KSmktgHiltGam.rtf

Hilton’s Gaming Business
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A 3 page paper identifying alternatives for Hilton’s gaming business. At the end of 1995, Hilton was faced with the need to make decisions affecting the future of its gaming business. The paper provides a SWOT analysis of Hilton’s current situation and several available alternatives to arrive at a chosen alternative. Bibliography lists 5 sources.
Filename: KSmgmtHiltGam.rtf

Home Depot's Location Considerations in Toronto
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A 6 page paper discussing characteristics that Home Depot should consider in choosing a site for an additional store in Toronto. The paper discusses local demographics, the effect that a new store could have on existing-store sales and methods of quantitatively determining the effect of a new store. Includes 4 census maps of Toronto illustrating income, education and employment levels as well as ethnicity. Bibliography lists 2 sources.
Filename: KShomeDepot.wps

Home Depot's Location Strategy
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A 5 page paper discussing Home Depot's habits of opening stores close to each other, in some cases only a mile apart. As Lowe's targeted women as the instigators of most home improvement projects, Home Depot focused more on contractors and the big orders that come with decreasing frequency in today's environment. With the current housing downturn followed by the effect of the Wall Street meltdown on credit markets, Home Depot is advised here to return to its care for the homeowner. Bibliography lists 5 sources.
Filename: KSmgmtHmDeLoc.rtf

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