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Papers On Marketing & Consumer Behavior
Page 136 of 192

Psychographics -- NOT a Valid Marketing Tool
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2 pages in which the writer makes argumentative points concerning psychographics. It is believed that they are exaggerated, misleading, and very often constitute examples of "foul play" in marketing. No Bibliography.
Filename: Psychog.wps

Psychological Influences on Personal Probability
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This 4 page paper provides an overview of the issue of personal probability, especially as it servces to direct marketing strategies. The analysis of personal decisions and the development of a statistical view of consumer behavior have been central to the development of many marketing strategies. This paper considers this "personal probability" and relates it to marketing systems. Bibliography lists 3 sources.
Filename: MHPerPro.rtf

Psychology of Tourism
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A 6 page paper discussing using psychological knowledge in marketing and providing services. The tourism industry formerly was able to operate on the “if you build it, they will come” philosophy, but it no longer has that luxury. Tourism has been forced in recent years to join the ranks of all other types of businesses, particularly in actively marketing to the target group it most wants to attract. Assessing marketing and service needs from the perspective of personality and psychology can assist organizations within the travel industry in achieving and maintaining greater success. Bibliography lists 10 sources.
Filename: KSpsychTravel.rtf

Public Communications at Gap and Ford Motor Company
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An 8 page paper discussing Gap’s sweatshop and Ford’s tire issues, and comparing the manner in which each company chose to address the problems before them. Ford was no more forthcoming about the matter than Gap was about the sweatshops, but it managed the problem in such a way that the public believed that Ford was acting on the problem as soon as it had become apparent. Bibliography lists 10 sources.
Filename: KScommGapFord.rtf

PUBLIC RELATIONS
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This paper describes the role of a PR professional in an organization, and also discusses how the role has changed over the years. Also included is a "pure" defintion of public relations. Bibliography lists 2 sources.
Filename: MTpubrel.rtf

Public Relations
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This 9 page paper helps to define public relations. The idea that PR is just free advertising is explored in depth. Advertising, marketing and PR are concepts discussed. Bibliography lists 5 sources.
Filename: SA502PR.rtf

Public Relations and the Media
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A paper which considers the relationship between public relations campaigns and the media, with particular reference to the value of the interactive media in the present day. Bibliography lists 5 sources
Filename: JLPR.rtf

Public Relations at Naquurug Corp.
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A 5 page paper assessing the use of the public relations portion of the promotion "P" of the marketing mix. Effective use and management of public relations efforts are ongoing and never ending. Organizations may orchestrate specific efforts in unusual times, but the most effective use of public relations efforts are those that put meaning behind the words. Bibliography lists 2 sources.
Filename: KSmktgPRnaq.rtf

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