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Papers On Marketing & Consumer Behavior
Page 139 of 192

Reflection on "The New Science of Marketing:"
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A 6 page paper discussing two chapters – segmentation and meeting customers' needs – of this 1995 book by Rao and Steckel. The authors identify rational, reasonable situations and conditions and then offer approaches in the same vein. They promote the customer as the party with the needs to be met, relegating the marketer to the role of facilitator and practitioner. The authors respect consumers' intelligence, their needs and their buying power. Bibliography lists 2 sources.
Filename: KSmktgSeg.rtf

Regressive Thinking as it Relates to Consumer Pleasure
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This 5 page paper considers the concept of regressive thinking and how consumer pleasure is enhanced. Subliminal messages and superstitions, and how marketeers use it, are discussed. Bibliography lists 2 sources.
Filename: SA046Reg.wps

Relationship Marketing and Loyalty Schemes
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Relationship marketing and the use of loyalty schemes such as Air Miles, may be seen as a marketing fad, but they are also very popular. Looking at the airline industry and companies such as British Airways (BA), Virgin and Delta, this 6 page paper considers how and why loyalty schemes can be a valuable marketing tool. The bibliography cites 8 sources.
Filename: TEloyalty.rtf

Relationship Marketing in Tourism
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This 3 page paper looks at how relationship marketing may be used in tourism, focusing on the use to market countries as destinations using the examples of Egypt and Dubai. The advantages and disadvantages as well as application are included. The bibliography cites 6 sources.
Filename: TEcrmtor.rtf

Relationship Selling
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This 6 page paper looks the way in which companies can benefit from relationship selling. The paper starts by looking at what relationship selling is and how it can be achieved and then looks at how it may be put into practice to create value. The paper uses some examples to demonstrate the value it can provide and the advantages associated with the use of relationship selling. The bibliography cites 7 sources.
Filename: TEsellrela.rtf

Reputation Counts: Customer Service and Repeat Business
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A 6 page paper discussing how poor customer service can affect a business. As the “father” of Total Quality Management, Deming replaced inspectors with customers. If customers hold the most influential position on the assembly line, then it follows that customer service is a crucial part of any company’s business. The thesis here is that the customer service department has the ability to affect the reputation of the business. The astute business ensures that reputation is and remains a positive one. Bibliography lists 8 sources.
Filename: KSmktgCustServ.rtf

Research and Development
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5 pages. Research and development is a major cause of economic growth, as this paper will show. The way that innovative systems at the national and corporate level have contributed to the development of major industries will be explained as well. Bibliography lists 8 sources.
Filename: JAresdev.rtf

Research Proposal; How to Manage a Global Brand
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When a company wants to sell brands in more than one country it has choices in the way it managements the brand, either with a stand approach or it may customize the marketing for each market. This 14 page paper is a research proposal with the objective to identify which of these approaches is the most effective marketing strategy and of there is no clear winner how a company should determine which strategy to use. The proposal gives a strong background to the question and presents a clear methodology for primary research. The bibliography cites 11 sources.
Filename: TEproband.rtf

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