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Papers On Marketing & Consumer Behavior
Page 93 of 192

Marketing at Del Monte
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A 5 page paper discussing the reasons that Del Monte cannot directly compare advertising expenditures and annual sales results. In 1999, the company spent 20 percent more in advertising and had sales 3 percent more than in 2000. The paper discusses market trends and positive research findings supporting the nutritional quality of canned foods as two reasons that Del Monte needs to employ a regression analysis of advertising-to-sales results in the short term, while realigning data collection that will make more direct comparisons more reliable in the future. Includes 2 tables. Bibliography lists 5 sources.
Filename: KSmktgDelMonte.wps

Marketing at Ford Motor Company
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A 6 page paper discussing product mix, innovation and marketing at Ford. The company has several problems to overcome, and its current activities are not likely to suffice. The truck market is declining as predicted, and more buyers are returning to passenger cars though Ford still does not have sufficient acceptance in current models. The youth market shows promise, but Ford will need to improve in its ability to attract older buyers too. Bibliography lists 6 sources.
Filename: KSMktgFord.rtf

Marketing at Lloyd's TSB Private Banking
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A 6 page paper discussing the high-end services available to this bank's wealthiest clients and the manner in which the bank markets those services. Some of the benefits available to wealthy clients are open to all account holders in other countries, such as a no-charge debit card linked to a cash account. Other services include asset management and broker services. The bank's valuable services truly are valuable, but it likely will need to adjust its marketing to the wealthy in order to continue to have success in attracting those customers. Bibliography lists 10 sources.
Filename: KSLloydsTSB.wps

Marketing at Lunds Hotels
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A 10 page paper discussing ways that a small, regional (and fictional) hotel chain can market itself to better compete with the world-wide chains nearby. Larger chains have greater access to these technological advances, but smaller ones such as Lund are better able to read customer desires and adapt practices to meet those needs. Lund's very size is a point that marketers can exploit. Bibliography lists 12 sources.
Filename: KShotelsMktg.wps

Marketing at McDonald’s in 2003
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A 10 page paper examining McDonald’s recent results in terms of marketing considerations. The paper uses Porter’s Five Forces, PEST Analysis and a SWOT Analysis to conclude that McDonald’s is long overdue in choosing to move along with the baby boomers that helped to create the business that now is in decline. The brand is strong, but it has come to carry a negative connotation in many respects in the past several years. The company needs to examine demographic data and begin concentrating its marketing toward older consumers and those of Hispanic origin. Bibliography lists 10 sources.
Filename: KSmktgMcD2003.rtf

Marketing at Nike
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A 6 page paper discussing the maturing Nike. The company has created several dedicated divisions, is paying more attention to women's involvement and has introduced its Shox line retailing for $150. Growth has slowed, but Nike's stock price has risen as it reorganizes itself in the form of the large company it is. The paper examines some of the marketing challenges before the company. Bibliography lists 8 sources.
Filename: KS-Nike2001.wps

Marketing at the Bank of New York Company
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A 7 page paper discussing this bank's strategy for the future. Bank of New York Company is one of those banks that have given rise to the image of the highly-conservative, wealth-building banker. Highly profitable, the bank is the leader in ADR and actively seeks out those emerging affluent who are likely to become wealthy in the course of their careers. Bank of New York Company is the nation's oldest bank still operating under its original name, and current management intends to maintain that distinction. The bank jointly focuses on stability and high-return business, seeking to gain the greatest benefit from both. Bibliography lists 9 sources.
Filename: KSboNY.wps

Marketing at Toys R Us
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A 5 page paper discussing the decline and current recovery of this pioneer of the “superstore” concept. Toys R Us still struggles, though it is far from unprofitable. It still posts net losses, but against gains in total revenues. The company seems to be on the right track to regain much of the ground it lost when retailing changed to the surprise of unprepared senior management. It seems that senior management has acknowledged its wakeup call and is acting on it. Bibliography lists 8 sources.
Filename: KSmktgToysRUs.rtf

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