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Papers On Marketing & Consumer Behavior
Page 99 of 192

Marketing Ethics and Public Policy
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This 10-page paper discusses marketing ethics and marketing theories, particularly the contingency theory, which helps marketers analyze the complex and ever-changing conditions of the marketplace. It also defines needs and wants, and briefly discusses public policy in regard to consumerism. Bibliography lists 8 sources.
Filename: HVMarket.rtf

Marketing Ever Ready Batteries
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A 21 page paper discussing factors that can enable Ever Ready to regain its leading market share. Ever Ready was the leading battery brand in the UK in the years before high-drain appliances and gadgets proliferated. Now that batteries are required for more than flashlights and portable radios, the company has lost market share as well as market position to another competitor. The purpose here is to examine strategy, competitive advantage and current conditions in order to arrive at a long term marketing strategy. Bibliography lists 18 sources.
Filename: KSmktgBatteries.wps

Marketing Farmers Insurance
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A 5 page paper discussing Farmers’ segmentation of its auto insurance line. The company offers several types of insurance but focuses on those auto insurance customers who pay their premiums yet rarely if ever file a claim. The company can practice narrow and highly targeted segmentation in its auto insurance business while approaching its other businesses in more traditional ways, building for a time in the future that it can then microsegment another line of insurance products. Bibliography lists 5 sources.
Filename: KSmktgFarmIns.rtf

Marketing Fast Moving Consumer Goods
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A 6 page paper discussing a cereal producer's need to conduct market research to determine consumers' current feelings about the producer's products. The information provided by the company's active consumers can inform the use of promotions and their effectiveness in influencing consumers to buy Shannon Foods' cereal brand. The company needs to ask the consumer rather than relying on assumptions about consumers that may or may not be valid. Consumer answers to questions such as those above can provide the basis for other assumptions grounded in consumers' current views. Includes a questionnaire. Bibliography lists 11 sources.
Filename: KSmktgFMCG.rtf

Marketing for an Individual Church
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This 7 page report discusses developing a marketing plan for a particular church and the fact that such an effort requires many of the same awarenesses and insights as marketing other membership- and participation-based organizations such as fitness clubs, college programs, even support for charities and service organizations. The overall objective of “St. X’s” integrative marketing plan is to increase the church’s “professing membership.” This goal has been clearly stated and the means through which the church leaders plan to meet that goal have been outlined. Bibliography lists 6 sources.
Filename: BWchurch.rtf

MARKETING FOR HOSPITALITY
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This 5-page paper focuses on the need for marketing in the hospitality industry. The paper discusses marketing beyond the idea of promotion or clever gimmicks, moving on to the idea of actually finding what the customer wants and fufilling those needs. Bibliography lists 2 sources.
Filename: MTmarhos.rtf

Marketing for Small Business and “Uncle Bob”
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This 5 page report is written as a letter to an uncle who owns a small manufacturing enterprise that makes motors for domestic appliances. “Uncle Bob” has said that he thinks marketing concepts and theories are just “mumbo-jumbo.” This report highlights key marketing concepts that are particularly important for a small business such as Uncle Bob’s. Bibliography lists 5 sources.
Filename: BWmumbo.wps

Marketing for the Internet Business
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This 5 page paper focuses on Monster.com as an example of an e-business and looks at a variety of marketing schemes. ACNielsen, SRI and Cyber Dialogue are noted as companies that help businesses gain access to marketing information and techniques. Bibliography lists 6 sources.
Filename: SA242net.rtf

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