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Images of Women in Advertising
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This 6 page paper considers the different theories regarding how women are portrayed in advertising. Written as the first chapter of a dissertation, the paper outlines different theoretical approaches and then applies these to the way that three magazines, all aimed at different age groups, portray women. The bibliography cites 13 sources.
Filename: TEfemsx1.rtf

Implementing a Non-Cola Strategy at Coca-Cola
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A 3 page paper recommending that Coke develop and market sparkling juices. Consumers around the world have been clear that they prefer juices over colas; Coke is strongly attached to carbonation. The suggested solution is that Coke add light carbonation to 100% juice drinks to revitalize sales while still providing customers with the fruit juices they favor. Bibliography lists 4 sources.
Filename: KScokeStratNon-Car.rtf

Implementing Customer-Focused Strategies
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A 16 page paper discussing the value of customer relationship management; implementation; measurement; and evaluation. The bottom line in making the shift from traditional to customer-targeted marketing lies in focusing on customers' true needs – rather than those assumed by the organization – and then aligning business processes and products to serve the needs of the customer, rather than serving the needs of the company first. CRM provides the tools to identify and differentiate customers, and then measure the results of strategies intended to enhance customer value, customer profitability and customer retention. When done well, CRM creates a win-win scenario for both the organization and the customer. Bibliography lists 14 sources.
Filename: KSmktgCusFoc.rtf

Improving Customer Service - Grocery Store
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An 8 page paper that presents a project plan for a Safeway's grocery store. The paper includes: a statement of the problem (poor customer service), a brief overview of Safeway Inc., a history of the problem, the determined solution, the purpose of the project, objectives, methodology, process of training, duration of project, publicity and marketing, resistance of employees, other components. Bibliography lists 7 sources.
Filename: PGsfprj.rtf

Improving the Interaction Between Marketing and Sales and the Application in the Case of Fair Trade Chocolate; A Research Proposal
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This 16 page paper is a proposal for a project to examine the interaction between marketing and sales and determine ways of using marketing to increase sales. The proposal focuses on a product that is under performing, but meets customer needs and has potential sources of competitive advantage; fair trade chocolate, to use as a research subject for the practical application of theory and research. The bibliography cites 15 sources.
Filename: TEchocfairmark.rtf

Impulse Buying / Research Analysis
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An 11 page paper describing a proposed research project on consumers' views of point of purchase advertising. Marketing and advertising budgets have spiralled to the point that there are advertising messages literally at every turn, and marketers have discovered that the most effective target group is that which is already present in the store. Consumer advocates and budget analysts for years have admonished consumers to avoid impulse shopping at all costs, to always go into a grocery store with a list and resist all temptation to deviate from it. In today's society, however, people are busier than ever before, and there have been indications that point of purchase advertising may actually be looked on more favorably by the consumer than other methods that have become so intrusive. Bibliography lists 12 sources. Mkt-pop.wps
Filename: Mkt-pop.wps

Impulse Buying / Research Analysis
[ send me this paper ]
An 11 page paper describing a proposed research project on consumers' views of point of purchase advertising. Marketing and advertising budgets have spiralled to the point that there are advertising messages literally at every turn, and marketers have discovered that the most effective target group is that which is already present in the store. Consumer advocates and budget analysts for years have admonished consumers to avoid impulse shopping at all costs, to always go into a grocery store with a list and resist all temptation to deviate from it. In today's society, however, people are busier than ever before, and there have been indications that point of purchase advertising may actually be looked on more favorably by the consumer than other methods that have become so intrusive. Bibliography lists 12 sources.
Filename: Mkt-pop.doc

In Favor of Wal-Mart
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A 5 page paper written as an editorial arguing in favor of granting Wal-Mart the variance it needs to build a store in a small town. The author of the editorial complains that life has changed over the past generation but that most small-town shop owners have not. They are open only when working people are working, and they carry items owners prefer rather than those most useful to their customers. It gives an example of a successful New Jersey pet store located between a Wal-Mart and a PetSmart. The pet store’s success arises from the fun atmosphere of the store and the fact that it meets customers’ needs. Pressure from Wal-Mart can provide the immediate need for positive change. Bibliography lists 3 sources.
Filename: KSwalmComp.rtf

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