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Papers On Marketing & Consumer Behavior
Page 158 of 192

Technology's Role in Australasian International Marketing
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A 10 page paper discussing technological advances as they pertain to international operations. This may be just what the Australasian region has needed these last several years. Australia and New Zealand stand to benefit most, as they are more closely aligned with the Western nations that so greatly figure in the consumption of goods produced in that region of the world. Instant and constant communication has provided a great boon to marketing efforts, and Australia's efforts to become one of the world's financial centers can only enhance the region's position in the world market. Includes 2 tables. Bibliography lists 10 sources.
Filename: KSmktgAustTech.wps

TECHNOLOGY, CUSTOMERS AND THE EXAMPLE OF VOLVO
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This 7-page paper examines the impact of technology on customers (in this case, customer service) by examining the case of Volvo Cars Belgium. Bibliography lists 2 sources.
Filename: MTtechcuvo.rtf

Technology-Directed Changes in Marketing
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A 6 page paper discussing how technological advances have changed marketing channels. Electronic marketing does present its challenges, but consistency in underlying principles means that electronic marketing differs from traditional marketing channels only in approach and methods used. Marketers need to have a firm grasp of the basics in order to succeed in either approach. Includes 4 small tables. Bibliography lists 8 sources.
Filename: KSmktgTech.wps

Teen Consumerism
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A 9 page research paper that examines economic efficiency, or in this case, inefficiency, first looks at what this concept means and it is defined. Then, the concept of efficiency is applied to teen consumerism in North America showing that inefficiency derives naturally from the consumer habits established by teen culture. Bibliography lists 6 sources.
Filename: khteenc.rtf

Telecom Environmental Marketing Audit
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A 10 page paper discussing the expansion of a fictional British firm, Global Ventures PLC, into the US and China where it will offer wireless communication (cell phone) service. The paper includes examination of the wireless communications industry in each country; a PESTEL analysis; Hofstede's cultural dimensions; and Porter's barriers to entry analysis. Given the US recession in 2009 and China's granting of 3G licenses to its leading domestic providers, the paper recommends that Global Ventures enters the US at the low end of the service spectrum and China at the upper end. Bibliography lists 13 sources.
Filename: KSmktgTeleAud.rtf

Tesco PLC
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A 14 page paper that begins with an introduction to Tesco PLC, the largest retail grocery company in the UK. Following the introduction, the writer reports growth strategies and some recent legal and ethical issues the company faced and resolved. The major focus of this paper is this company's public relations, marketing and advertising activities. Tesco began as a discount store but has evolved to appeal to a much broader market. The essay reports the specific advertising campaigns that changed consumer perceptions of this company. The most recent advertising innovation is television screens in stores advertising certain products. Statistical data included. Bibliography lists 19 sources.
Filename: PGtsco.rtf

Test-Marketing Project
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A 10 page paper outlining a project plan for the design, production and test-marketing of a new product. The paper includes discussion of stakeholders and provides a Gantt chart outlining the time allotted for specific steps comprising the project. Bibliography lists 7 sources.
Filename: KSprojMgmtEcomTest.rtf

Testing the Value of Differentiation at Gucci - A Research Proposal
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This 6 page paper is a research proposal. The theory of differentiation is well known in the commercial world. However, there appear to be few tests of this theory as it is accepted as accurate. In this paper there is the goal to test if differentiation can be the main feature in the success of a company. Gucci is used as an example, as this is a company that failed due to over extending its’ brand and devaluing it. The recovery appears to be based on adding value back by reviving the differentiation and creating greater differentiation. Looking at theory and management of the company, its past history and mistakes the value of differentiation may be ascertained. This can then be tested with the use of primary research though a survey. This research proposal, including time plan, outlines how this research could take place. The bibliography cites 10 sources.
Filename: TEtestgu.rtf

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