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Papers On Marketing & Consumer Behavior
Page 113 of 192

Marketing Services
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A 3 page paper discussing differences in marketing services and marketing products. Some services, such as computer repair and home maintenance, are purely service. Other services, such as pizza delivery, are disguised as being product-oriented but in fact are providing a service that often is more valuable to the customer than is the product on which that service is delivered. Any service company needs to address the same "four Ps" in marketing that product-oriented companies must use. Price, product, place and promotion all are integral to the successful marketing of services. In the end, the "product" of a service organization is a satisfied customer. Bibliography lists 3 sources.
Filename: KSmktgService.wps

Marketing Services
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A 6 page paper answering four marketing questions focusing on services. Two of the questions are about Alitalia’s failure to keep pace with other European airlines in terms of revenues and customer use. Another question focuses on the marketing of charities, and the final one addresses the issue of keeping existing customers while attracting new ones. Bibliography lists 2 sources.
Filename: KSmktgSvcsAir.rtf

Marketing Services at McDonald's
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An 8 page paper discussing McDonald's marketing approaches. Television advertising will have a place at McDonald's likely forever, but it is losing importance in its ability to reach customers. Marketing is becoming much more dependent on meeting customer needs, which should lead to greater customer satisfaction. One of the most consistent customer complaints is McDonald's lack of responsiveness, and it would seem that the company finally has realized the nature of that complaint. Bibliography lists 6 sources.
Filename: KSmktgServic.wps

Marketing Services; Is Physical Evidence of the Service Necessary?
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For a business to succeed marketing is very important For services marketing is harder as the intangible nature of the output means there is not a physical product to sell. The 10 paper is a proposal for research to assess how important it is for marketers to provide ‘physical evidence’ for the claims they make about services. Many theorists have argued that the need for evidence is very important and looking at service companies such as Singapore Airlines it is perceptions rather than proven quality such as ISO marks that is important when gaining customers. The paper suggests primary research that could be undertaken to assess how important different types of evidence influence the purchase decision and gives a timetable for the research over 13 weeks. The bibliography cites 15 sources.
Filename: TEmktservice.rtf

Marketing Simulation 1: Forecasting Market Demand
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A 2 page paper discussing the results of a marketing simulation of market demand for a new voice recognition software package. The paper discusses results, marketing concepts used and application for an upcoming marketing audit project. Bibliography lists 1 source.
Filename: KSmktgSim1.rtf

Marketing Simulation 3: Service Added Based Differentiation
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A 2 page paper discussing the results of a marketing simulation, one focusing on adding service features to the fictional luxury car Camyo. The simulation requires accounting for both profitability and unit sales. Bibliography lists 3 sources.
Filename: KSmktgSim3.rtf

Marketing Sneakers in Singapore
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A 6 page paper describing the nation of Singapore and discussing marketing athletic shoes there. Singapore's economy no longer is a developing one; it has been labeled as mature by the OECD. The Singapore of a generation ago was a remote Southeastern Asia location enimatic to most Westerners, but such is no longer the case. Marketing a Western product such as sneakers is an activity that supplies citizens and expatriate residents alike with products they want. Bibliography lists 5 sources.
Filename: KSSingSneak.wps

Marketing Soft Drinks
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An 8 page paper discussing soft drink marketing. Now as never before, marketers are charged with knowing who their customers are, what they want for themselves and what they are willing to do to get it. Successful marketers need to closely examine what makes consumers behave in the way that they do. The purpose here is to list determinants of consumer behaviors of which marketers need to be aware, and discuss changes that have occurred in the soft drink markets of Asia. Bibliography lists 9 sources.
Filename: KSmktgSftDrnks.rtf

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