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Papers On Marketing & Consumer Behavior
Page 73 of 192

IBM Systems and Technology Marketing
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This 8 page paper examines the marketing approach of IBM Systems and Technology, part of IBM, in order to determine whiter or not they are a marketing orientated firm. The paper includes a discussion on the propose of marketing in a modern organization, a SWOT analysis of the marketing, consideration of the B2B model and the use of customer relationship management, the marketing mix and the general marketing strategy. The bibliography cites 8 sources.
Filename: TEibmsystem.rtf

Ice-Fili and Russia's Ice Cream Market
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A 7 page paper discussing conditions at Russia's leading domestic ice cream producer, Ice-Fili, as of 2002. Russian ice cream is unique in that it is much higher in fat and contains less sugar than Western ice cream, and by 2002 Ice-Fili was facing significant competition from Western companies including Baskin-Robbins, Ben & Jerry's, Nestlé and Unilever. The paper discusses the Russian market (Russians are devoted to their ice cream) and recommends that Ice-Fili open stores in urban areas. Based on Harvard Case 9-703-516. Bibliography lists 3 sources.
Filename: KSmktgIceFili.rtf

Identifying The Knowledge Assets, Knowledge Needs And Knowledge Management Opportunities At Dirt Bikes USA
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4 pages in length. The overall context of the organization reflects the vision of owners Carl Schmidt and Steven McFadden: Maintaining a very friendly family atmosphere, attention to and encouragement of teamwork, detail and quality, as well as ongoing learning and innovation. Everyone – from the owners down through company employees to distributors and retail customers - are involved in the continual progression of Dirt Bikes' service and products. From this context comes a company whose product is a direct reflection upon what its consumers want and whose service illustrates how important its client base is to the company's overall survival. Bibliography lists 5 sources.
Filename: TLCDirtBikes.rtf

If Marketing Aims To Meet Customer Expectations Why Are Consumer Rights Such An Issue Today?
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This 10 page paper considers why there are still issues concerning customer rights when there is a competitive environment and marketers are trying to satisfy customer demands. The paper examines this from a corporate social responsibility perspective (CSR) considering the needs to balance different stakeholder needs and assess the pressures for and against increasing the level of consumer rights and other social issues that are embodied in corporate strategy. The bibliography cites 7 sources.
Filename: TECSRmark.rtf

IKEA -- Letting the Buyer Define What the Product Will Be
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This 5 page report discusses the concept presented 40 years ago, in Theodore Levitt’s Marketing Myopia when he wrote: “The seller takes his cues from buyers in such a way that the product becomes a consequence of the marketing effort, not vice versa.” The Swedish furniture chain IKEA has made it clear that it understands such “issues” and is used as an example of providing the product the consumer wants and needs. Bibliography lists 8 sources.
Filename: BWbuyers.rtf

IKEA -- The Swedish Furniture Company with Very Different Ideas
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This 8 page report discusses the Swedish furniture chain IKEA. With the slogan “affordable solutions for better living,” IKEA appeals to people who understand that functionality has its own form of beauty and style. The company also explains “ours is not a flashy crusade” in its “Unboring Manifesto” in which it makes it clear that they understand that people “who really needed a more beautiful home weren’t able to afford it.” The end result has been a success story in which one company is able to transcend national boundaries in order to successfully appeal to a far greater number of consumers. Bibliography lists 4 sources.
Filename: BWikea.rtf

IKEA North America L.L.C. - Marketing
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A 15 page paper that not only addresses issues directly associated with IKEA home furnishings company but also provides explanations of a variety of aspects of marketing. These include: marketing systems and marketing research; internal sources of marketing information; IKEA product differentiation strategies; product life cycle, including explanation of the four stages in the cycle; distribution channels; Online marketing and its values; definition of different terms, such as product hierarchy; the differences in marketing services versus goods; pricing strategies; price elasticity of demand. Bibliography lists 17 sources.
Filename: PGIKEA.rtf

Image Problems
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Society Causes its Own Dysfunction Regarding Body This four-page-paper discusses society's part in our body image beliefs. Whether we equate thinness with success and attractiveness with popularity are all detailed. Bibliography lists two sources.
Filename: CWbodima.wps

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