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Papers On Marketing & Consumer Behavior
Page 81 of 192

Judging Quality of an Electrical Product
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This 3 page paper considers how a consumer may judge the quality of an electrical product in a shop. The example of a juicing machine is used. The paper then outlines how, with that knowledge, the manufacturer may increased the quality of the product. The bibliography cites 1 source.
Filename: TEjuicer.rtf

Keane Care Customer Service: Sales Data Marts
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An 11 page paper discussing the needs that a data mart/data warehouse should fill for an organization contemplating designing and implementing one. The wealth of information that exists within every organization can lie dormant in the form of historical data only, or it can be used for a more strategic approach to planning for the future. At present, the Customer Service Manager seeks the sales data from the preceding month for presentation at the board of directors meeting. What the manager seeks is a compilation of consolidated customer data for use in planning an upcoming sales campaign. As is the case with any other organization in today’s business environment, the organization seeks to define the desired customer segment as narrowly as possible, enabling it to target that segment that it most wants to reach. Bibliography lists 8 sources, most from 2003.
Filename: KSitDataMart.rtf

KFC Brand Image; US and China
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This 5 page paper examines the similarities and differences in the way branding of KFC is perceived in China and the United States. The paper considers the way in which there has been a low level of customization and how the brand has been re-interpreted in China in line with the different culture. The bibliography cites 5 sources.
Filename: TEkfcchina.rtf

KFC in China
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This 5 page paper takes a look at KFC (Kentucky Fried Chicken), a fast food chain that is competitive in the United States as well as other parts of the world. The chain's experience in China, along with socio-cultural obstacles it has encountered, is explored. Bibliography lists 7 sources.
Filename: SA142KFC.rtf

Kingsford Charcoal
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An 8 page paper discussing the marketing mix and pricing objectives for Kingsford Charcoal on the basis of a 2007 student-supplied case. Bibliography lists 6 sources.
Filename: KSmktgKingsf.rtf

Knowledge Creation and Tesco; The Successful Use of Technology and a Loyalty Scheme
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This 18 page paper looks at how and why knowledge creation is important in the marketing environment. The paper shows how information does not equal knowledge and to become knowledge it needs to be in format that facilitates value creation for a company. The paper then considers the use of loyalty schemes, as pioneered by the hotel and airline industry and how they create an incentive for repeat purchases. It is only in more recent years that technology has enabled the use of data collected from a loyalty scheme to be proactively used to enhance marketing and commitment. The case of Tesco’s is used to demonstrates the value of knowledge and loyalty when they are brought together. The paper stars with an introduction, presents a literature review and then uses a case study to explore the application of theory to practice. The bibliography cites 18 sources.
Filename: TEloytesco.rtf

Kraft SWOT Analysis
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A 6 page paper providing a SWOT analysis of Kraft and discussion of its competitors and distinctive competency as a part of a larger work creating and marketing a "Lunchable" product for seniors. Kraft is an old company with a great deal of expertise. Though it has been slow to address demographic changes, once it did begin responding to those changes it did so with a great deal of success. Bibliography lists 8 sources.
Filename: KSmktgKraft.rtf

Krispy Kreme's Decline
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A 7 page paper discussing the decline that Krispy Kreme has been suffering for several years. In danger of being delisted in mid-2005, the company's stock trades at about $6 in early 2006; franchisees are declaring bankruptcy; and the man who strove to clean up Enron, Stephen Cooper, has been installed as CEO. The company refuses to update its menu or offer more dieter-friendly choices, however. Noting growing trends can assist Krispy Kreme in reclaiming its former success, but only if it will act on those trends. Bibliography lists 4 sources.
Filename: KSmgmtKKremFail.rtf

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