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Papers On Marketing & Consumer Behavior
Page 95 of 192

Marketing Basics
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This 3 page paper is written in two parts. The first part looks at how a company might decide to market a new product by considering who the target market for the product should be. The second part of the paper discusses different definitions of marketing and creates a new definition. The bibliography cites 4 sources.
Filename: TEMarkdefbasic.rtf

Marketing Ben & Jerry's Ice Cream
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A 10 page paper discussing general marketing at Ben & Jerry's. There is a growing demand for superpremium ice creams as well as the more health-conscious lower fat products of frozen yogurts and sorbets. Ben & Jerry's offers all those choices already, served with social responsibility and a good deal of fun. The company operates its marketing function fully in-house and on a notoriously low budget. Lately, analysts have indicated that Ben & Jerry's should concentrate more on selling Rainforest Crunch than on saving it, and the company has entered into an agreement for archrival Haagen-Dazs to assume national distribution duties. Ben & Jerry's has a history of breaking marketing rules to their advantage, but this rule is the biggest one broken to date. Bibliography lists 13 sources.
Filename: MktBen.wps

Marketing Bowflex
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A 10 page paper discussing the marketing of the Bowflex exercise machine. How good can a product be if it is being sold through an infomercial? It can be very good, indeed, particularly if it is one manufactured and distributed by Nautilus. The Bowflex exercise machine is one that has a reputation for being effective and highly useful for the purpose for which it was intended. The purpose here is to assess Nautilus’ marketing of the Bowflex in terms of the “3 Cs” and “4 Ps” of marketing. The paper recommends that the company increase contact with its target market without alienating its retailers. Bibliography lists 8 sources.
Filename: KSmktgBowflex.rtf

Marketing Challenges and Aluminum Bats
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This 7 page report discusses the controversy regarding aluminum versus wood in baseball bats and decreasing the maximum allowable diameter - increasing the weight of the bat . . . who knew there could be so many issues related to baseball bats!? And who knew these issues could be the basis for lawsuits, heated debate, and endless discussion in the sports magazines and between baseball “analysts.” As a result, marketers face enormous challenges but they also have remarkable opportunities. Bibliography lists 7 sources.
Filename: BWalubat.rtf

Marketing Channels: Online Education
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A 5 page paper discussing channel change in higher education. Distance learning in whatever medium is not a new idea, but has been practiced since the turn of the last century. The old correspondence school has gained new life with the advent of the Internet, leading many schools to reevaluate their marketing plans. Online offerings increased 72 percent between 1998 and 2000, and growth continues. Bibliography lists 3 sources.
Filename: KSmktgOnlinEdu.rtf

Marketing China Tea House
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A 4 page paper assessing growth alternatives available to a tea retailer. China Tea House (CTH) has grown rapidly in the single year of its existence. Beginning in London, the company now has 25 locations throughout the United Kingdom. The paper examines promotion, franchising and CTH’s marketing mix. No sources listed.
Filename: KSmktgChinaTeaH.rtf

Marketing Communication; Coca-Cola, Pepsi and Sainsbury Own Brand
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For a brand to be successful the way marketing communication takes place is very important. This 12 page paper looks at three brands; Coca-cola, Pepsi and Sainsbury’s own brand to assess the way that they are marketing assessing the way that communications are used and their effectiveness in reaching their target market. The paper focuses on the marketing communication in the UK. The bibliography cites 6 sources.
Filename: TECPsain.rtf

MARKETING COMMUNICATIONS AND CUSTOMER SERVICE FOR GAP
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This paper list things to consider in formulating a marketing communications and customer service plan for a clothing retail store such as The Gap.
Filename: MTmcplan.rtf

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