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Papers On Marketing & Consumer Behavior
Page 140 of 192

Responding to Aggressive Marketing
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This 5 page paper considers how one company may react when a competitor introduces a half price promotion. The paper considers the different marketing strategies that may be followed. To illustrate the points raised the example of Elvive in Italy is used, but the strategies are equally applicable to other scenarios. The bibliography cites 6 sources.
Filename: TEaggmkt.rtf

Restaurant Marketing & The Internet
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A 5 page paper that considers the use of the Internet as a means of marketing for chain restaurants. The writer demonstrates that the Internet provides exposure to specific demographic groups not readily available in other marketing formats. Bibliography lists 5 sources.
Filename: Restint.wps

Retail Clothing Store Layout
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A 3 page assessment of in-store retail marketing technique at Edison Bros. Incorporated's "Oaktree" clothing chain (in malls across the U.S.). Window display, merchandise arrangement, style, etc; are some of the key topic examined (based on the writer's observations). No Bibliography.
Filename: Oaktree.wps

Retailers Adapt to Internet Shopping Competition
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This is a 5 page paper discussing the topic of retailers adapting to Internet shopping competition. In 1996, when Internet shopping was relatively new, many critics and researchers began to examine the impact Internet shopping would have on the retail industry and what store-based retailers could do to compete successfully to either bring computers users to their stores or bring their stores to computer users. Overall, it was recommended by business researchers that it was worthwhile for retailers to join the Internet shopping phenomenon but with many recommendations in regard to products and prices offered and customer satisfaction. Retailers must maintain their superior factors to retain and attract customers however as with any business strategy from the past and the Internet is another component in that strategy which must be incorporated as a benefit for the retailer which will increase sales generated online but also bring additional service into the physical store. Bibliography lists 8 sources.
Filename: TJinshop1.rtf

RETAILERS AND CUSTOMER VALUES: A COMPETITIVE EDGE
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This 4-page paper focuses on customer values as a key to building promotions and product improvements. Bibliography lists 6 sources.
Filename: MTbankcust.rtf

Review of “Evaluative and Descriptive Response Patterns to Negative Image Attributes”
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An 8 page paper assessing the research that this article describes. The concept is a good one, and the authors begin well. Their design breaks down, however, in the choices they offered to their study respondents. The paper also discusses validity and reliability in general terms, and then in terms specific to this single article. The researchers’ goals were admirable, but the methods they used in trying to achieve those goals appear to be less useful than they could have been. The bottom line here appears to be quite negative toward the authors’ work, but such is not the case at all. They provide inspiration for future research, approached differently than it was in their study. Bibliography lists 3 sources.
Filename: KSmktgResRev.rtf

Review of “Modes of Foreign Market Entry by Korean SI Firms”
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A 4 page paper reviewing a study investigating foreign market entry from an emerging economy into a fully developed one. Results supported five of Kim, Kim and Lee’s (2002) six hypotheses, and the sixth was not entirely rejected out of hand. Rather, the authors tried to explain that through alternative means, including the fact that the sample size was small as a result of being based on 25 case studies. The overall conclusion was that cultural differences do play a significant role in the success of foreign market entry from emerging to developed nations, as they do in the more common reverse flow. Bibliography lists 4 sources.
Filename: KSmktgArtRevEn.rtf

Review of “The 22 Immutable Laws of Branding” by Al Ries and Laura Ries
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This 5 page paper is a book review of Al Ries and Laura Ries book “The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand”. The paper looks at the contents and application of the book, assessing its’ value to the marketing environment and to businessmen without a marketing speciality. The bibliography cites 1 source.
Filename: TE22rules.rtf

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