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Papers On Marketing & Consumer Behavior
Page 94 of 192

Marketing at Two Companies
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A 4 page paper exploring customer retention. Rich Cruises and a car rental company are seeking ways in which they can improve their marketing so as to improve their bottom lines in uncertain times. Both companies should be asking their customers what they truly want, and both should be building cross-marketing alliances with organizations outside their industries. Bibliography lists 4 sources.
Filename: KSmktgCruiseCars.rtf

Marketing at Zappos.com
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A 5 page paper discussing product positioning, competitive positioning, customer perceptions and distribution-channel analysis at online shoe, apparel and electronics retailer Zappos.com. It appears that CEO Tony Hsieh did not set out with a stated marketing plan detailing all of the aspects of Zappos' current approach to marketing, but rather has been able to identify positive developments and then build on those. Customer comments on Zappos sites or external to Zappos all read in the same way, demonstrating that in the minds and hearts of its customers, Zappos truly has "arrived." Bibliography lists 6 sources.
Filename: KSmktgZap.rtf

Marketing Audit of Boeing
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A 24 page paper providing a marketing audit of Boeing's commercial aircraft business. Boeing's market currently is in upheaval in many respects as four major US airlines are operating under Chapter 11 bankruptcy protection and those that are not are facing excruciating pressures. The US market is in transition, but much opportunity exists in other parts of the world as the US market settles out. The paper examines environmental, economic, political and other factors affecting Boeing’s industry, as well as the marketing mix, strategies, sales efforts and marketing information. Much of the success of its 777 and 787 models will depend on the airline industry regaining health. The US economy continues to strengthen, and as it does, air travel is likely to increase, and airlines in other parts of the world appear to be in better financial health. All of this will positively contribute to Boeing's success with both its foundation products and its new ones. Bibliography lists 10 sources.
Filename: KSmktgAudBoe2.rtf

Marketing Audit of Boeing’s 7E7
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A 15 page paper discussing Boeing’s newest product line. Introduced in April 2004, after six months of offering the product for sale to customers Boeing has orders for only 62 planes rather than the 200 it expected in 2004. The paper examines environmental, economic, political and other factors affecting Boeing’s industry, as well as the marketing mix, sales efforts and marketing information. The airline industry continues to lose money each quarter, but economic conditions continue to improve. Recommendation in the executive summary is for Boeing to increase its sales efforts to enable it to take full advantage of first-mover advantage. Bibliography lists 4 sources.
Filename: KSmktgAudBoe.rtf

Marketing Audit: Coca-Cola Company
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A 10 page paper discussing Coke strategy and the features it will need to include in a comprehensive marketing audit. Perhaps as is no other large multinational at the present time, Coca-Cola is facing hard realities of its place in its industry. It recently announced plans to spend an additional $400 million in advertising as industry observers note that the company does not expect to gain any recovery in all of 2005. All of Coca-Cola’s “numbers” currently remain solid, but the company recently warned on earnings and industry analysts muse that those “solid” numbers are not as solid as they might appear. Coca-Cola is long overdue for a marketing audit. The company was expected to undertake massive restructuring of its marketing efforts following the exit of former COO Steve Heyer in June 2004. Bibliography lists 9 sources.
Filename: KSmktgAudCoke.rtf

Marketing Audit: FedEx Corporation
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A 22 page paper using Porter's Five Forces analysis, PEST analysis, SWOT analysis and assessment of FedEx's marketing mix to conclude that FedEx retains one of world's strongest and most recognizable brands but needs to focus on three general areas. Those are (1) continuing to identify and address areas not operating as efficiently as possible; (2) giving greater attention to environmental matters that can enhance profitability; and (3) placing FedEx Kinko's under the famous FedEx light of innovation and creativity. The long-term outlook for world oil prices is that they will only increase in the future as developing nations industrialize and lay greater claim on world oil supplies. FedEx needs to ensure it is prepared for the effects of the pressures of future fuel costs. Enhancing the potential of remote printing instead of shipping can develop a distribution channel that likely will be of greater interest in the future. Bibliography lists 14 sources.
Filename: KSmktgAuFedX.rtf

Marketing Bahrain’s Fakhrawi Bookshop
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A 41 page paper assessing customer satisfaction at Fakhrawi Bookshop, a two-location book publisher and retailer operating in Manama, Bahrain. The store’s owners seek to determine the level of satisfaction among its customer base, and whether that satisfaction extends to true customer delight. Toward that end, this paper discusses conditions that currently exist in Bahrain and provides an account of a survey of the company’s customers. Additionally, the paper the company’s external environment, including the political and technological environment in which the business operates as well as the government’s current efforts to promote tourism and the Bahrainisation of Bahrain business. Additional chapters discuss the marketing mix and applies marketing theory to operation of the company. Another chapter provides the results of a customer survey and identifies several alternatives for the business; and the final chapter summarizes the effort and makes recommendations for Fakhrawi Bookshop for the future. Includes 3 tables and an appendix containing the survey questionnaire. The Harvard style bibliography lists 41 sources.
Filename: KSmktgBkBahrain.rtf

Marketing Bahrain’s Fakhrawi Bookshop, Revised
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A 53 page paper assessing customer satisfaction at Fakhrawi Bookshop, a two-location book publisher and retailer operating in Manama, Bahrain. The store’s owners seek to determine the level of satisfaction among its customer base, and whether that satisfaction extends to true customer delight. Toward that end, this paper discusses conditions that currently exist in Bahrain and provides an account of a survey of the company’s customers. Additionally, the paper the company’s external environment, including the political and technological environment in which the business operates as well as the government’s current efforts to promote tourism and the Bahrainisation of Bahrain business. Additional chapters discuss corporate social responsibility (CSR); the marketing mix; and applies marketing theory to operation of the company. Another chapter provides the results of a customer survey and identifies several alternatives for the business; and the final chapter summarizes the effort and makes recommendations for Fakhrawi Bookshop for the future. Includes 3 tables and an appendix containing the survey questionnaire. The Harvard style bibliography lists 44 sources.
Filename: KSmktgBkBahrain2.rtf

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