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Papers On Marketing & Consumer Behavior
Page 157 of 192

Taking the Travel Agency Online
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A 17 page paper discussing the rationale for a small family travel agency to develop an online presence. The travel industry still has not fully recovered from the terrorist attacks of September 11, 2001, but growth in “Internet travel” continues. This paper provides rationale for developing an online presence and describes the ideal web development team. The agency will need to decide in the beginning how it will use the site in order to be able to assess the site’s ultimate value. Even a simple site can be productive if it contributes to wider dissemination of knowledge of the agency that translates to use of its services. Bibliography lists 15 sources.
Filename: KStravelInternet.rtf

Target Marketing and Sports
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This 5 page paper considers the importance of target marketing and then applies this to sports readers in the age group 18 – 25 from the perspective of a magazine. The need to attract the readers and to profile the readership is shown as necessary in order to attract advertisers. The bibliography cites 4 sources.
Filename: TEsportm.rtf

Target Marketing; Fashion Content in a Magazine
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This 5 page paper considers how a magazine may attract more readers that are interested in fashion. The paper shows how to determine the target market using both demographic and psychographic profiling, and then considers how the purchase decision is made and how the magazine may influence that decision. The bibliography cites 3 sources.
Filename: TEfashon.rtf

Target Markets of Websites
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5 pages in length. In evaluating a commercial website probably the first question to be asked would be "who is the target market?" In order to successfully remain in the fiercely competitive e-tail market, websites must accurately target the specific market they need and do so in a way that keeps the consumer coming back again and again. By doing the proper research on the demographics and web-related behaviors of the consumer group the website should reach, it is quite possible for a website to become a success and stay competitive in the e-tail business. Bibliography lists 3 sources.
Filename: JGApcpit.wps

Target-Specific Marketing In Mass Media
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5 pages in length. Targeting specific markets is a critical component to establishing a secure consumer base; however, it is becoming more and more difficult to define the ever-blurring line of clear-cut barriers within the mass media. Gender, race, income, age, lifestyle and usage are no longer presented in rigid, easily defined components, but rather, these demographic elements are in a constant state of change. Because of this perpetual fluctuation, mass media focus must remain ever pliable. The writer discusses that such is the case with two mainstream lifestyle magazine publications: Ebony and Cosmopolitan. Bibliography lists 3 sources.
Filename: TLCtargt.doc

Targeting Opinion Leaders In Marketing
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A 6 page paper. If a company has an opinion leader promote a new product, the consumer is more likely to purchase it. Opinion leaders can impact sales, both positively and negatively. This paper discusses opinion leaders, word-of-mouth advertising using opinion leaders and how the Internet is creating more people with a significant amount of influence. Bibliography lists 6 sources.
Filename: PGopldr.rtf

Team Building at Hewlett Packard
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An 18 page paper examining the HP history and culture for the purpose of discovering ways to help the company build teams. HP’s acquisition of Compaq has not yet brought the great success promised, and executives are leaving in droves. Senior management appears to have good intentions but lack direction. An example can be seen in HP’s resistance of the client/server approach to information management beginning in the early 1990s. The company tried without success to avoid joining its industry on that one, apparently without any clear reason why. The paper discusses team structure and function to conclude with recommendations for HP. Bibliography lists 9 sources.
Filename: KShrHPteam.rtf

TECHNOLOGY AND ORGANIZATIONAL CHANGE
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This 3-page paper provides information on how a company such as FedEx can communicate internal technological change to a potential customer base. Bibliography lists 2 sources.
Filename: MTtecorgch.rtf

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