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Papers On Marketing & Consumer Behavior
Page 85 of 192

Macro Environmental Factors in Marketing; The Travel Industry
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This 7 page paper considers how elements of the macro-environment influence the way in which tour operators compete and achieve differentiation in the marketplace. The bibliography cites 2 sources.
Filename: TEtravfa.wps

Madcap CraftBrew and Bottleworks Company Case Analysis
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A 7 page paper assessing the promotional problems of an Ohio microbrewery and suggesting several alternatives. The paper discusses the chosen alternative – directly selling to bar-operating retailers outside the local area – in terms of the promotion “P” of the marketing mix. Bibliography lists 1 source.
Filename: KSmktgMadcapZ.rtf

Madcap CraftBrew and Bottleworks Company Case Analysis #2
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A 6 page paper providing a plan for another approach to promoting Zebra Beer. This microbrewery has been trying to compete with the country’s leading beer companies, and it has neither the financial resources nor the production capabilities to make such an effort worthwhile. The paper suggests that Madcap market its Zebra Beer directly to consumers, through sales made by mail order through a membership-based organization that already has completed legal requirements for shipping alcoholic beverages directly to customers. Bibliography lists 3 sources.
Filename: KSmktgMadcapZ2.rtf

Madcap CraftBrew and Bottleworks: Zebra Beer Continued
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A 4 page paper recommending that a microbrewery that wants to grow form an alliance with a mail-order beer club in an effort to place its product with a greater number of people as well as increase sales and repeat business. Bibliography lists 3 sources.
Filename: KSmktgZeBeer2.rtf

Mail Order Catalog Analysis
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This 5 page report discusses the ways in which a situation may be approached and analyzed within a statistical framework. The example used is that of mail order catalogs. One key factor to be kept in mind is the fact that the fourth quarter of the year always has the highest number of catalogs distributed by retailers determined to grab their share of holiday revenues. The focus chosen by the student for this paper was tracking the influx of mail order catalogs in the typical American home over a period of two weeks. Bibliography lists 4 sources.
Filename: BWcatlog.wps

Major vs. Independent Record Labels
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A 9 page paper weighing whether to sign with a major record label or an independent one. When opportunities to record with any label – as opposed to self-recording and self-promoting recordings – arise, artists must decide which path can benefit them most. Reaching this decision requires attention to several factors, not the least of which is the artist’s ultimate goal. Is it to be widely known as a result of having several hits that gain significant radio airplay and sell many copies of recordings? If so, then the major label likely will be better suited to the artist. If the artist’s ultimate goal is merely to further the type of music to which s/he is dedicated and can do so without preconceived ideas of the financial rewards that may result, then the independent label may be the best choice. Further, there are control issues to consider as well. Includes a letter of transmittal and an executive summary. Bibliography lists 4 sources.
Filename: KSmktgMusicRecL.rtf

Making Intel Market-Driven
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A 5 page paper briefly tracing Intel Corporation’s development and its shift in business focus. Formerly releasing new advances as they became available, the company now lets the market dictate when new products will be released. The paper discusses Intel’s segmentation to serve both the PC and server markets. Bibliography lists 11 sources.
Filename: KSitIntelTech.rtf

MANAGEMENT OF A SALES FORCE
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This 6-page paper focuses on what happens to a sales force that moves from the product-loaded format to one that takes into account customer needs. Bibliography lists 6 sources.
Filename: MTmgmtsale.rtf

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