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Papers On Marketing & Consumer Behavior
Page 76 of 192

Innovative Suggestions for Kmart
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A 3 page assessment of Kmart’s current retail status and suggestions for improvement. Bibliography lists 3 sources.
Filename: PPkmart.rtf

Instant Coffee Industry
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A 5 page paper that begins with an overview of the history of instant coffee, who, when and where it was invented and first mass-produced. Some of the brand names are reported along with a description of some of the many different types of instant coffee. The decline in the U.S. market is addressed along with what two companies are doing to recapture the market. Bibliography lists 11 sources.
Filename: PGinscf.rtf

Instant Coffee Market
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A 6 page research paper that explores the instant coffee market environment in the US and Brazil. The writer explains how these two markets are intimately connected due to the fact that Brazil supplies a good portion of the coffee for American instant coffee brands. The declining instant coffee market is also discussed. Bibliography lists 6 sources.
Filename: khcofmar.wps

Integrated Marketing at Coca-Cola
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A 5 page paper examining the degree to which Coke’s marketing communication is integrated in its messages. The superficial view is that Coca-Cola has little integration in its marketing communication. However, closer inspection reveals that the company is preserving its tradition of close integration, but in a different form. It finally has discovered that the customer ultimately will pass judgment on the success or failure of its marketing efforts, as voiced by its director of strategic innovation who believes that the retail market is the company’s most important.. Marketing communication is integrated in its messages to the consumer, but today those messages include greater effort to customize delivery of the messages in terms of culture, taste and age. Bibliography lists 12 sources.
Filename: KScokeIntMktg.rtf

Integrated Marketing Communication
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This 8 page paper considers the topic of integrated marketing communication; IMC. The paper gives three different definitions and explains them using real life examples and then consider which are the best or most appropriate for different circumstances. The bibliography cites 6 sources.
Filename: TEIMComm.rtf

Integrated Marketing Communication and Creating Brand Awareness
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This 4 page paper is written in two parts, the first part looks at what advertising and promotion is so importance in an integrated marketing communication (IMC) strategy. The second part of the paper considers the way that brand issues and desired image need to be considered before formulating a brand strategy. Both sections are illustrated with examples from the marketing of Calvin Klein. The bibliography cites 5 sources.
Filename: TEcalvink.rtf

Integrated Marketing Communications
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This 10 page paper first provides an explanation of integrated marketing communications, a process wherein all forms of marketing and advertising carries the same message to consumers and identifies some of the types of media that may carry that message to consumers. The essay then describes a case study of integrated marketing communications for one arm within the Sears corporation – the Sears Home Services business. The writer relates how Sears approached their integrated marketing program and the results of their evaluation of the program. Bibliography lists 10 sources.
Filename: PGsrsimc.rtf

Integrated Marketing Communications - An Analysis
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A 43 page paper. The integrated marketing communications process puts one single, unifying message in front of consumers. Any communication message from the company, whether it is a public relations spot or a full-fledged marketing campaign carries this one message. This paper begins with an introduction that comments on advertising and the hierarchy of effects. It then explains and discusses the differences between integrated marketing communications (IMC) and traditional marketing communication. This is a comprehensive discussion of what IMC is and how it works, ending with a table illustrating the differences between IMC and traditional models. Next, is a brief discussion of the criticism levied against IMC and rebuttal. The writer then presents the results of some IMC campaigns and finally discusses the best uses for the IMC approach. 1 Table included. Bibliography lists 17 sources.
Filename: PGimc.rtf

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