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Papers On Marketing & Consumer Behavior
Page 84 of 192

Local and Global Marketing
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This 11 page paper considers the advantages and disadvantages of adopting either a local marketing strategy or a global marketing strategy. The writer examines this by looking at three examples of each type of marketing. Companies examined include Nike, O2, T Mobile, Gillette as well as Reebok, Heinz and Freeserve. The bibliography cites 14 sources.
Filename: TElocalm.rtf

Local Competition: Nike and Reebok
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A 6 page paper discussing marketing issues common to both these companies. The athletic shoe industry increasingly is referred to as one that is mature, which calls for approaches different from those of high-growth days. Nike and Reebok both have suffered from its decline, and both have had publicity difficulty with social and rights issues offshore. Each seeks to enhance its status in the eye of the consumer, but Nike still appears to be having more success than Reebok. Includes an abstract. Bibliography lists 6 sources.
Filename: KSmktgNikeRee.rtf

Locating an Auto Manufacturer in The Netherlands
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A 12 page paper discussing the choice of a European country to host the manufacture of a new automobile. Future Cars is the manufacturer of a hydrogen-powered automobile requiring no petroleum-based fuel. The company seeks to locate in Europe. The purpose here is to select a country in which to locate Future Cars and to assess that country for its ability to provide comparative and competitive advantage. The country selected is the Netherlands. One of Europe's leading economies, the Netherlands suffers from some of Europe's highest fuel prices and a resulting dearth of automobiles. It has two of the world's leading ports in Amsterdam and Rotterdam, and it is a leader in the still-emerging sustainable development movement. Includes 2 charts, 1 table, an abstract and Table of Contents. Bibliography lists 16 sources.
Filename: KSintlBcounSelEur.rtf

Logic vs. Emotion in Advertising Campaigns
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This 7 page paper explains that the impact that advertising has on the consumers of today is vast and overwhelming. Most advertising falls into one of two categories: it appeals either to our logic or to our emotions. But which of these is most effective? By examining two different types of products, with a sample of logic vs. emotional ads in each, a sample survey and results will be computed in order to determine which type advertising is most effective for the advertising dollars spent. Bibliography lists 5 sources.
Filename: JGAadcam.wps

Lowe’s vs. Home Depot
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A 10 page paper comparing home improvement retailers Lowe’s and Home Depot. Lowe’s is a much older company, but Home Depot overtook it in 1989 to lead the industry. Home Depot currently is grappling with lower sales, however, and at a time that Lowe’s has been working diligently on its image and its reputation, particularly with women. The paper discusses the history of each company and its current position to analyze which is positioned better for future growth. Bibliography lists 13 sources.
Filename: KSmgmtLowHmDepot2.rtf

Loyalty Cards’ Place
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A 12 page paper discussing the loyalty program used at Tesco and Sainsbury, after most UK grocery retailers have abandoned the use of loyalty cards. The paper discusses the effects of the existence of most loyalty programs (i.e., higher prices) and the distinctions between those which offer customers other discounts outside the organization and those already abandoned by other retailers. The paper also discusses Wal-Mart’s use of checkout information in a card-free system. Bibliography lists 15 sources.
Filename: KSmktgLoyCard.rtf

Lumberyard Internship Expectations:
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This 5 page paper examines the role of a lumberyard intern and determines what the likely responsibilities of that position would be. Furthermore, this paper explores the benefits of such an internship. Bibliography lists 0 sources.
Filename: GSLumber.rtf

Luxury Fashion Industry And Consumer Behavior
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A 50 page paper that provides a comprehensive report of the luxury fashion industry. There are several headings: Introduction, which offers comments about the luxury fashion industry in today's environment; the High/Luxury Fashion Industry, which discusses the competitive nature of the industry, the effects of 9/11 on companies, which house owns which other houses, the elements used in competition, changes in the operations, the impact of the consolidations on other aspects in the industry with examples; Self-concept and Ego Needs, which addresses the relationships between these characteristics and the purchase of luxury fashion products; Motivation as Related to Purchasing High Fashion products, which includes Maslow's hierarchy with examples of the types of businesses an individual would patronize at each level of need and also includes discussions of other motivations to purchase high fashion; Branding, Fashion Companies and Consumers; and Marketing & Media Impact on Fashion Industry and Consumers, a comprehensive discussion of the interrelationship between marketing communications. A focus is naturally on European designers but others are also mentioned in the text. Numerous specific examples are included. Far too many subtopics to mention in this abstract. 1 Graphic illustration is included. Bibliography lists 25 sources.
Filename: PGhifash.rtf

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