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Papers On Marketing & Consumer Behavior
Page 174 of 192

The Product-life-cycle theory and Alternative Points of View
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This 5 page paper provides an overview of the product life cycle theory as well as other relevant theories. Limitations of the theory are also discussed. Some information is provided on systems theory as well. Bibliography lists 6 sources.
Filename: SA308plc.rtf

The Promotion of Different Products and Services
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Promotion is an important part of the marketing mix. This 10 page paper examines the way that four different products or services are promoted, demonstrating the similarities and differences that can exist. The paper looks at the promotion of a large screen television, a casino, a theme park such as Disneyland and the promotion of a financial adviser. The bibliography cites 6 sources.
Filename: TEpromot.rtf

The Pros and Cons of Fast Food Restaurants
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This 3 page paper discusses the pros and cons of fast food restaurants. Bibliography lists 6 sources.
Filename: HVFstFoo.rtf

The Purchase Decision
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This 5 page paper considers the different influences on the way the purchase decisions in made. Factors examined include environmental influences including economic considerations, organisational influences, interpersonal values and individual influences. To illustrate points raised the paper uses the example of a university making a furniture purchase. The bibliography cites 3 sources.
Filename: TEpurchased.rtf

The Purchase Decision Process; High and Low Involvement Incidences
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This 5 page paper looks at the differences between a high involvement and a low involvement purchase. The paper uses two different examples and traces the decision making process from recognition of the need thought to the actual purchase.
Filename: TEpurdec.wps

The Purpose of Advertising: To Improve Sales or to Improve Disposition Toward a “Product”?
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A 3 page discussion of the ultimate purpose of advertising. The author presents the contention that when we consider the importance of advertising to arenas in which money does not actually exchange hands, we realize that advertising is really geared toward improving the buyer’s disposition toward a “product”. That product is not limited to a consumer product, however, but can encompass even the ideology which we incorporate into our personal and political psyches. Bibliography lists 2 sources.
Filename: PPadver2.rtf

The Rational Consumer's Choice Between Market, Non-market and Leisure Activities
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A 14 page paper discussing how changes in work and society affect consumers' choices in how they will spend their time. The superficial view is that greater labor-saving devices and other factors work to create greater availability of leisure time, but one author notes, "Greater exertion at work results in a higher wage, but less energy to devote to consumption and leisure activities." This is in conflict with the theory that greater material success results in greater leisure time. In the "real" world, busy people must make choices in how they will spend their time. Those choices include market, non-market and leisure activities. The purpose here is to describe how rational consumers allocate their time between the three. The annotated bibliography lists 14 sources and accounts for half of the paper's length.
Filename: KSeconRatCons.wps

The Ready-To-Eat Cereal Industry in 1994
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A 5 page paper discussing Harvard case 9-795-191. The ready-to-eat (RTE) cereal industry had come to a turning point by 1994. Its leading manufacturers maintained fairly consistent pricing, and one did not make a radical move without first consulting with the others. All other areas of American manufacturing had changed by 1994, and it was well past time for the RTE industry to do the same. The industry resisted the change, of course, until General Mills broke with tradition in 1994 by announcing a significant reduction in its couponing promotions accompanied by an average 11 percent price reduction. Bibliography lists 2 sources.
Filename: KSmgmtCereal94.rtf

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