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Papers On Marketing & Consumer Behavior
Page 185 of 192

Upsher-Smith Laboratories and Its Industry
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A 10 page paper examining the competitive position of Upsher-Smith Laboratories, a manufacturer of generic drugs. Despite the best efforts of all facets of the health care industry, costs continue to spiral. The use of generic drug formulations provides one way to combat climbing costs; manufacturers of generic formulations face attractive opportunities. The paper examines the macro environment of both the company and its industry; the source of spiraling health care costs; changing demographics; and the company’s internal position. Includes a SWOT analysis. Bibliography lists 7 sources.
Filename: KSmgmtUps-SmPharm.rtf

Upside-Down Organizational Pyramid
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5 pages in length. Petra Nelson is one of the up and coming business owners who appreciates the contribution of everyone on her staff, from the highest paid manager to the college student who works part-time for minimum wage. She is of the mindset that all input is worthy of consideration -- no matter if the content is positive or negative -- in order for her upscale clothing store to become and remain successful. In an attempt to prove her point, she is implementing a complete reversal of what has come to be known in the industry as the organizational pyramid: Rather than follow the standard method of the pyramid, she has decided to begin a new trend by turning it upside-down. The writer discusses the concepts of an upside-down organizational pyramid. Bibliography lists 2 sources.
Filename: OrgPyr.wps

Urban Outfitters
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A 7 page paper providing an overview of the company and its target markets in 2008. As other retailers struggle, Urban Outfitters' net income increased 79 percent from 2007 to 2008. There are some issues that Urban Outfitters needs to address, but overall it clearly is doing quite well at present. College students and new college graduates appear to give Urban Outfitters ongoing approval. Bibliography lists 7 sources.
Filename: KSmgUrbOutf.rtf

Using Genre to Market Films
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This 4 page paper demonstrates how genre is used within films to provide a marketable commodity, appealing to an appropriate audience, and the ways in which the films 'Goodfellas' and 'The Matrix' are marketed in different formats, such as DVD, video and television. The bibliography cites 3 sources.
Filename: TEgenrema.rtf

Using Incentives and Rewards Online
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A 10 page paper assessing aspects of the use of rewards and incentives exchanged for personal information online for marketing purposes. Businesses contemplating rewards programs need to tailor those incentives to match the demographic aspects of the market segment they wish to target, and then set out to collect customers that they keep for many years. Rewards programs can help to accomplish that goal, but must be designed and executed well. Bibliography lists 22 sources.
Filename: KSmktgEcomInfo.rtf

Using Regression Analysis in Forecasting Sales
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An 8 page paper discussing the difficulty that Harmon Foods (Harvard Case 9-171-248) has in forecasting annual cereal sales. The company is seeking to identify factors influencing variation in cereal sales, but the brand manager makes assumptions he should never consider as being valid. If seasonality is found to be as great a factor as it appears to be, then Harmon can plan to decrease TV advertising during those months in which industry sales of cold cereals are slowest. Dealer promotions, consumer promotions and advertising need to increase in those months in which cereal sales already have been seen to be the strongest. Bibliography lists 2 sources.
Filename: KSmktgRegresAnal.rtf

Using Sporting Events as a Marketing Tool
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This 5 page paper looks at the marketing strategy of advertising at sporting events. There is a focus on the Super Bowl, but there are other sporting events noted. Several companies are discussed including Heineken, Sealy, Monster.com and Hotjobs.com. Bibliography lists 6 sources.
Filename: SA145spt.rtf

Value, Price & Cost
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A 20 page research paper. The cost of any product or service is not the dollar amount the customer pays for the product. There are numerous factors involved in the actual cost. The value of anything is something that is perceived by the customer and is not established by the vendor or manufacturer. This paper discusses these issues and includes a process for establishing the price of a service or product, including a formula that can be used; how value is determined by the customer; and what the cost of anything actually is. A discussion of the 4Cs marketing mix is included in the discussion. Strategies for determining how the customer perceives the values of a product are discussed. Examples are provide throughout the discussions. Bibliography lists 12 sources.
Filename: PGvalcsp.rtf

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