Changes In Consumer Behavior & Their Implications for Marketers : A 33 page paper taking a general look at marketing and consumer behavior since the 1920s, when widespread use of electricity and economic prosperity gave rise to marketing in earnest. There was growing discontent with promises made vs. product delivered by the 1950s; the current consumerism movement was crystallized in 1962 with the Consumers’ Bill of Rights. When consumers demanded value in their purchases, they increasingly turned to Japanese companies to study their methods of manufacturing only to discover that the Japanese had raised to an art form the same principles of continuous process improvement and high quality that American manufacturers had eschewed after World War II. It was TQM, and they called it a "Japanese" technique. American manufacturers have rectified most of their quality problems, and now court the American consumer in relationships, are environmentally aware and make increasing use of the Internet in order to market to one at a time. Bibliography lists 20+ sources. Consume.wps

Impulse Buying / Research Analysis : An 11 page paper describing a proposed research project on consumers’ views of point of purchase advertising. Marketing and advertising budgets have spiralled to the point that there are advertising messages literally at every turn, and marketers have discovered that the most effective target group is that which is already present in the store. Consumer advocates and budget analysts for years have admonished consumers to avoid impulse shopping at all costs, to always go into a grocery store with a list and resist all temptation to deviate from it. In today’s society, however, people are busier than ever before, and there have been indications that point of purchase advertising may actually be looked on more favorably by the consumer than other methods that have become so intrusive. Bibliography lists 12 sources. Mktpop.wps

Brand Loyalty : This 6 page research paper discusses factors involved in creating brand loyalty. What is it and how do companies get it? Factors discussed include brand equity, brand value and brand asset management, including the steps necessary in the managing of brand assets. Bibliography lists 5 sources. Brandloy.wps

Marketing / A General Overview : An 8 page paper discussing general aspects and tools of marketing. Though it tends to appear to be a vast catch-all term for all business activity that is not either pure manufacturing or customer service, it rides that fine line between art and science, incorporating aspects of both. It can be straightforward and understated, or it can be aggressive to the point that it alters the course of competing companies. For the most part, consumers often do their best to avoid the multi-million dollar advertising campaigns of the giant companies, but marketers are determined to capture their attention. The paper discusses common marketing tools such pricing, advertising, sales promotion, public relations and the four Ps of marketing. Bibliography lists 8 sources. Genmkt.wps

Marketing’s Importance In The Modern World : A 14 page research paper on how businesses use marketing in order to be more successful. The paper examines the effects of marketing in 3 major categories: retail business, Internet commerce and environmental marketing, and stresses the value of marketing when it is conducted with integrity. For the lack of integrity, Mobil Corporation is used as an example of deceptive environmental claims. Too many businesses forget the admonition of Theodore Levitt, that the sole purpose for the existence of any business is to first create, and then to keep a customer, letting profits follow as the business grows. Keeping the customer is the job of others; the creation of that customer is the realm of marketing. Bibliography lists 6 sources. Mk.wps

Marketing’s Importance To Small Business : A 6 page paper identifying and relating the importance of major marketing concepts to the success of the small business. A Los Angeles executive gift service is used as example throughout. The business desparately needed to expand its customer base and employed the services of a marketing consultant who failed to consider all the needs of the business and the market targeted. Another consultant explains what went wrong and why. Bibliography lists 7 sources. Market.doc

Why Marketing Is A Discipline & Not a Science : A 5 page paper on what makes marketing different from other sciences. The writer argues that marketing is not a science and rather a discipline and gives several examples. Bibliography lists 2 sources. Market.wps

Consumer Marketing Essays : 7 pages worth of short answers relevant to Consumer Marketing. Keywords and concepts discussed include : consumer attitudes, brand equity, the cognitive, affective, and conative components, "selling to children," joint-decision-making, and social classes. No Bibliography. Csmrmktg.wps

Consumer Research Groups : 10 pages on consumer research groups; their importance, functions etc; Examines issues, defines terminology, provides 1 illustrative chart. Bibliography lists12 sources. Csmrsrch.wps

Consumer Satisfaction / Primary Study : A 19 page analysis of data obtained from real 1995 surveys of Kean College (a New Jersey state college) students about their attitudes towards the school that they attend. Includes statistical analyses, recommendations, and application of consumer behavior theory. Very useful as a model for those studying business-related courses such as consumer marketing. No Bibliography. Cnsmmktg.wps

Evaluating Customer Satisfaction : A 15 page research paper primarily examining the reasons and the need for vigilance in the area of customer satisfaction. Too many companies get so involved in their own internal processes that they forget to ask their customers just what it is that they want. Several authors maintain that it is nothing short of folly to teach sales and marketing staffs the finer points of quality control in the manufacturing process, forgetting that it is these very people who have the most direct contact with the companies’ customers. Bibliography lists 8 sources. Custsat.wps

Customer Satisfaction In Service : A 6 page paper discussing current views of ways to enhance customer satisfaction in service applications. Service has been a larger contributor to the overall economy for several years, and the trend is only growing. Businesses spend millions on market research and inventive new ways to build new customers, but too many neglect their existing customers and allow them to be unhappy with the service they have received. Despite all the market research and consumer behavior research of recent times, perhaps the best route to increasing customer satisfaction is that paved by small merchants of a less sophisticated era, when there was no discussion of "company policy" when a customer was unhappy, and the reasonable customer never, ever left unhappy with the solution Bibliography lists 15 sources. Custsats.wps

The Impact of Marketing on Children : An 8 page paper that discusses the significance of marketing focused on children on the interdependent relationship between children as consumers and parents. The author utilizes a number of sources that represent the current trends of advertising representatives. Bibliography lists 6 sources. Markchil.wps

Consumer Psychology : A 15 page paper that looks at the consumer response in three case situations applied against empirical data. Situtations: consumer of a watch, a switch from Marlboro reds to Lights; and the purchase of a JVC video recorder. These are all fictitious situations applied to the research studies surrounding consumer psychology and the affected interests applied to purchases. Bibliography lists 11 sources. Conpsy.wps

The Effects Of Background Vs. Foreground Music In Retail Stores : In this 2 page essay, the writer reviews an article documenting the subliminal differences and behavioral outcomes for/of those exposed to such while shopping in retail stores. It is argued that while background music is known to have a greater effect, type of music also plays a role with regard to customer demographics and preferences. No Bibliography. Storemus.wps

Market Research & The Creation Of A Survey : 12 pages in length. --Appropriate and well-thought out design is essential in creating useful surveys. Specific questions must be asked . .  and answered. Before undertaking any survey, the surveyor must be very clear on what information s/he hopes to discover and how that information should be used. Bibliography lists 8 sources. Svys.wps

The Internet’s Effect On Small, But International Business : An 8 page paper discussing the Internet’s contribution to the success of small business in the international market. Early hopes of Internet-based commerce have not proven themselves to be the route that such commerce was expected to take, but the growth of the Internet and its associated technology have become the lifeblood of many tiny businesses that otherwise would have remained tabletop businesses with only local influence. The most successful Internet ventures have been weighted to the advantage of products over services, but each has seen growth. The advent of the secure electronic transaction has relieved the fears of many who formerly were would-be purchasers that have now joined the growing numbers of consumers and businesses taking advantage of the opportunities of the Internet. Bibliography lists 8 sources. Interbus.wps

Marketing & The Internet : In this 4 page essay, the writer looks at the impact that telecommunications have had upon marketing. An overview of the Internet and on-line services is complemented by several case examples of successful business ventures. The point is kept simple. Bibliography lists 8+ sources. Mktginrt.wps

Marketing & The Internet # 2 : A 12 page research paper on how the Internet has changed marketing in a revolutionary sense. Several case examples of home businesses are provided and a brief overview of how on-line communications take place is provided. The role of such things as e-mail, marketing auto-responders, etc.;- -are analyzed in considerable detail. The writer presents the "pros & cons" of establishing a business on the Internet and provides information on those things which anyone should consider before pursuing such a venture. Bibliography lists approximately 12 sources. Mktginr2.wps

Marketing & The Internet # 3 : 10 pages in length. A basic overview of what marketing on the Internet is, how it works, and what the benefits provided by it are. The writer also presents several key issues to consider such as Internet security, costs involved, alternative to credit cards, and uniqueness of methods to consider when marketing on-line. Bibliography lists 8 sources. Mktginr3.wps

Restaurant Marketing & The Internet : 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. Restint.wps

Marketing Music On The Internet : A 10 page essay on the past, present and future of music marketing. The discussion of the future of music marketing focuses primarily on various forms of Internet marketing. A few of the topics broached are marketing from its earliest days when nearly anyone could be published in sheet music but recordings were scarce, to radio-driven popularity/sales building, to today’s Internet market where the mass market approach is reduced to marketing to an audience of one, followed by some anticipated trends for the future. Bibliography lists 7 sources. Netmusic.wps

Internet Music Sales : A 6 page paper discussing the potential of online music sales in conjunction with the recordable CD-roms that are now available for consumer use. The retail music industry has been in decline for years, and the possibilities of basing sales on consumer choices rather than producers’ "hunches" could prove to the turning point for the entire industry. Combining the recordable CD-rom, high-speed modems and secure Internet transactions could prove to the saving grace of the changing music industry. Bibliography lists 4 sources. Netmusic.wps

Entrepreneurial Use Of The Internet : A 6 page paper discussing some of the reasons for the raging success of some businesses in Internet sales, while others languish and complain that it just hasn’t worked for them. The bottom line is that there is incredible potential for success on the Internet, but businesses must make it easier for consumers to find them and conduct business with them. The successes of Dell and Netscape can be used as readily available "how to" manuals: they offer full information on the product; they ask the consumer to purchase from the web site; they make site purchases easy; they offer guarantees of satisfaction. Bibliography lists 4 sources. NetEntr.doc

World Wide Websites and Small Businesses : This 5 page report examines the opportunities available to small business through maintaining a website and marketing via the Internet. Bibliography lists 10 sources. Webiz.wps

Web Business / Going Global On The Internet : A 5 page essay discussing the challenges and opportunities that await a business when it decides to go global on the Internet. Bibliography lists six sources. Webiz2.wps

Salesmanship On The Internet : A 10 page essay discussing using the Internet as a sales tool. Electronic selling is very different than other kinds of media and the business person needs to consider numerous issues, such as the type of consumer that uses the Internet to make purchases. Many different aspects are discussed, including sales strategies, populations of consumers, tips for getting started, types of Internet resources one can use and more. Netsales.wps

Sales Techniques : This 11 page paper discusses the changing practices in sales and how salespeople are now approaching prospects and clients. The hard-sell is gone; today, there is a focus on relationships. Still, there are some techniques that successful salespeople use. These specific techniques are discussed. Bibliography lists 8 sources. Saletech.wps

Sucessfully Bringing Software To The Marketplace : A 10 page paper discussing the key components of a successful software launch. What are the problems facing developers? How can they be resolved? Bibliography lists ten sources. Software.doc

Adoption Of Information Technologies In Small Businesses : This 10 page research paper investigates the use of IT in small businesses. Topics include how small businesses are using information technologies, the percentage using IT, the issues and obstacles, the advantages, research and development grant opportunities and the outlook for the future. Bibliography lists 8 sources. ITsmall.wps

Marketing’s Environmental Impact : A 11 page research paper examining marketing’s tendency to focus only on short-term gains from advertising as it relates to environmental advertising. Though no clearly-defined environmental advertising standards exist, states’ attorneys-general have had success in controlling blatantly deceptive environmental claims in advertising, basing their charges on the long-standing requirements for truth in advertising. Bibliography lists 7 sources. Envmktg.wps

Marketing’s Environmental Impact / Book Review : A 7 page essay examining environmental marketing. This paper’s approach is consistent with Theodore Levitt’s definition of the purpose of business (as presented in Levitt’s 1983 publication, "The Marketing Imagination." According to Levitt, any business exists solely for the purpose of creating and keeping a customer. The purpose is not to produce as much as possible, or even to make as much money as possible. Levitt contends that if a business Keeps the customer; the profits will follow. No additional sources cited. Myopia.wps

Model Marketing Campaign : A 9 page marketing campaign designed for the cooperative Almagated United Growers Company. Information on trends, competition, demographics, target marketing, objectives, and more-- are broken down into a set of formal stages. An excellent reference for anyone studying marketing. Bibliography lists 9 supporting sources. Campmktg.wps

Marketing A Fictitious Product / Plan : A 16 page marketing plan for a fictitious product : an "all-in-one" toothpaste & mouthwash gel. The writer analyzes true statistics to evaluate the toothpaste & mouthwash industries individually, their markets, and whether this product will be successful. Product, pricing, promotion strategy, etc; are all presented as is a brief overview of how success will be continually measured and maintained. Bibliography lists 13 sources. Tootmout.wps

Managing a Marketing Campaign / Gambling Via Computer : 5 pages on how to creatively market computer-based gambling casinos to the American people. The writer discusses the existing market, niche, and very basic procedures. No Bibliography. Perscom2.wps

Managing a Marketing Campaign / Word Processors that Understand Speech :
6 pages discussing basic ideas behind how the writer would market a fictitious product called "Speak Your Mind, Version 1.0"-- which would enable users of common word processors to literally speak to their computers-- giving them commands verbally instead of via keyboard. Bibliography lists 3 sources. Perscomm.wps

Marketing Plan Evaluation : A 6 page comprehensive overview of how corporations develop marketing/advertising plans and then evaluate their effectiveness. Specific examples are provided. Bibliography lists 6 sources.

Marketing Plan / Overview to Increase Sales : 5 pages total. A short overview of plans for a computer company to augment its sales volume of laptop computers. Using basic marketing techniques, the strategy described seeks to better define the company's target niche and develop a plan to reach it. First page is a sample excerpt from the "Minutes" of a previous executive board meeting (in accordance with "Robert's Rules"). Paper concludes with a brief outlook for the future. No Bibliography. Laptops.wps

Marketing Plan For A Community Nursing Program : A 6 page paper on recruiting student volunteers to work with homeless children at a homeless shelter. The writer describes the methods proposed to recruit volunteers along with unique innovations to motivate students. Techniques for assessment of the program are described. Bibliography lists 6 sources. Nursemar.wps

Marketing Plan For A Community Nursing Program # 2 : A 5 pager on recruiting women from an inner-city homeless shelter to attend S.T.D. workshops. The writer describes the methods proposed to recruit them as well as how to evaluate whether or not these are successful. Bibliography lists 5 sources. Nursemar2.wps

Marketing Plan / Lush Ice Cream and Sorbets : A 12 page marketing plan. Lush Ice Cream and Sorbets is a startup company that is far from just another ice cream manufacturer. The company’s target market is comprised of vacationers visiting coastal resorts along the North and South Carolina coastline. Lush offers a few standard ice cream flavors (i.e., chocolate and vanilla), but nearly all the product line is composed of high-quality "bar flavors." That is, Mudslide ice cream and Margarita sorbet. All are non-alcoholic, and all are packaged in reusable thermal mugs that carry advertising at least of Lush and specific resorts, but is open to other local businesses as well, such as higher-end restaurants serving the tourist trade. Ben & Jerry’s shows an example of a regional business turned national; Lush has determined to grow as a collection of regional successes administered by one central location. Bibliography lists ten sources. Lush.wps

The Parrot Place Marketing Plan : A 12 page marketing plan for the sale of species of large parrots, domestically bred and home-, rather than store-, raised. The paper includes sections headed Situation Analysis, Background, Marketing, External Issues, Regulatory Issues, Goals and Objectives and Marketing Strategy. Sales of the larger tropical parrots has now surpassed that of cats to make these birds the number two selling pet class in the United States today, but corruption is rampant in the industry. Smuggling of exotic wildlife is second only to the smuggling of illicit drugs in estimated "street value," and it has the effect of decimating wild populations of these amazing creatures, some of which are listed as endangered worldwide. The Parrot Place offers accountability and guarantee of domestic breeding, supplying the growing market while at the same time protecting wild populations. Bibliography lists seven references. Parrot.wps

Marketing Plan for California Financial Computing, Inc : A 12 page paper discussing a software company’s need for changing their marketing focus. The primary source of the success of the business has been their relationship with the savings and loans financial institutions in the state of California. Those institutions are quickly diminishing in number, however, as federal regulations prohibiting wide geographical coverage by mainstream banking have been relaxed and merger activity has increased to levels never before seen. The company believes that their continued success depends on their ability to also serve the more standard branch of banking, and sees the Year 2000 problem as an opportunity to aid their entry into that market. Bibliography lists 10 sources. Mktgcal.wpd

Where Retailers Win Out Over Direct Marketers : 10 pages in length. Direct Marketing has been an important avenue to increased sales for years, and as people’s lives get busier, sales resulting from direct marketing activities have only grown. Even with the increased costs of printing and postage, catalogs sales still are big business, and the growth of the Internet promises only further increases. One area in which direct marketing of products has not entirely taken off is that of educational supplies and products. Educational software sales are strong through direct marketing, but supplies themselves are still more the domain of physical retail outlets. Bibliography lists 10 sources. Directma.wps

Network / Multi-Level Marketing : A 12 page paper. Called a scam by some and the "future of marketing" by others, multilevel marketing (MLM) most likely lies somewhere in between. Of course, there are MLM scams that are nothing more than thinly disguised pyramid schemes, but there are also many reputable MLM companies, such as Mary Kay Cosmetics. Conceiving of a world in which MLM supplants traditional retail efforts is difficult, but MLM remains an alternative channel of distribution to meet the needs of the consumer. MLM appears to be a permanent alternative, but not one that will overtake the corner grocery. Bibliography lists 11 sources. MLM.doc

Effect Of Warfare On International Marketing / Trading : A 10 page research paper that explores the effects of warfare on trading between and among countries, both those actively involved in the war and those who do business with one or more of the countries at war. Specific examples are given. Bibliography lists 8 sources. Wartrade.wps

Independent Garden Center Marketing : 8 pages in length. A retailer says, "if the chains are steamships plowing through the ocean, then we have to be the cigarette boats zipping around and through them and changing direction on a dime. That must be our advantage when going up against the tremendous cash and resources of the biggies." Landscape plants are available at nearly every home-oriented center or grocery store, but knowledge of them is not. The independent garden center certainly faces challenges when a giant discounter shares their market, but the independent has advantages that the corporate giant does not. This paper presents a few of those advantages. Bibliography lists 11 sources. Gdn-Ctr.rtf

Database Marketing : A 10 page research paper examining how databases are having a revolutionary effect on how products and services are advertised. The writer explores their positive uses as well as problems that are being encountered. Bibliography lists 5 sources. Dbsmktng.rtf

Pyramid Schemes vs. Multilevel Marketing : This 30 page research paper investigates the differences between pyramid schemes and multilevel marketing operations with examples of each. The paper is based on a problem solving activity for a company that intends to sell electricity through an MLM program but the company's failure to do certain steps left them open to be charged with operating a pyramid scheme. The writer offers an alternative plan for the company. Sections include: Introduction, statement of the problem, literature review, including MLM on the Web, evaluation of the plan, recommendations and conclusions. Two illustrations are provided. Bibliography lists 25 sources. Pyram.wps

Service Marketing : This 15 page research paper investigates successful strategies for service businesses to use to market their services. Techniques that have proven to be successful are discussed and explained. Internet Access Service Providers are offered as illustrations of how service industries can be effectively marketed. American Online is emphasized because of the errors they made as well as because they hold the lion's share of the market. Bibliography lists 14 sources. Servicem.wps

Marketing / Relationship & Transactional : This 12 page research paper discusses the differences between the relationship and transactional approaches to marketing. Specific examples of companies using each are included. Also included are examples of how companies have tried to buy customer loyalty - unsuccessfully. Which approach will be required for future competitiveness is discussed. Bibliography lists 8 sources. Reltrans.wps

Psychographics -- NOT a Valid Marketing Tool : 2 pages in which the writer makes argumentative points concerning psychographics. It is believed that they are exaggerated, misleading, and very often constitute examples of "foul play" in marketing. No Bibliography. Psychog.wps

Retail Clothing Store Layout : 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. Oaktree.wps

Sample S.W.O.T. Analysis / Marketing A Soccer Camp : A sample 5 page S.W.O.T. analysis in which the writer evaluates the Strengths, Weaknesses, Opportunities, & Threats faced by individuals seeking to open a soccer camp dedicated to teaching area children the finer points of the sport. The entrepreneurs in this case will commit to heavy fixed costs with a break-even point highly dependent upon the attraction of significant clientele. Thus, this S.W.O.T. analysis would be of great potential use to the company, in determining the feasibility of their proposed business venture. No Bibliography. Swots.wps

Shopping From Home : 25 pages in length. A thorough discussion of the home shopping network, QVC and others. The writer looks at their history, growing popularity and the future of at-home & on-line shopping. Bibliography lists 12 sources. Homeshop.wps

Surveys and their Reliability : A 9 page paper examining the reliability of surveys. The writer describes different types of popular surveys, gives examples, and attempts to determine how accurate they may or may not be. Bibliography cites 7 sources. Surveys.wps

Distributive Negotiations and Automobile Sales : A 5 page paper that provides an overview of the processes involved in distributive negotiations and applies them to automobile sales. This paper also demonstrates the most effective avenue for success in car sales negotiations. Bibliography lists 2 sources. Carsales.wps

Marketing A New Private Investigation Business : A 7 page paper on starting a PI business. The papers main focus is on how the marketing mix’s four major parts: price, promotion, product, and distribution are applied to starting a private investigation business. Privinv.wps

The Health Club Industry : A 10 page paper leading with an analysis of the health club industry and ending with excerpts of a sample business plan for a health club located in a city of 400,000 with a high-percentage population of professional and white-collar workers. Formerly only the realm of those seeking to improve their appearance, the health club of today is striving to be just that—a true health club. New clients admitting their presence is only in response to an effort to "look better" of course are accepted, but most responsible health clubs attempt to steer them more toward the benefits of improved health. Bibliography lists seven sources. Healthc.wps

Sports Marketing / Research & Reality : A 12 page research paper on some of the basics, and importance of, market research in the field of sports marketing. The paper looks at some of the marketing activities of (1) auto racing, now the country's second most popular sport (surprise!) following only football in revenues and viewership; (2) Notre Dame, alone among college sports organizations who conduct their own licensing pursuits; and (3) the Carolina Hurricanes, an ice hockey team that ended the 1996 hockey season as the New England Whalers, based in Connecticut. A baseball analyst wrote in 1992 that the national organizations were damaging the future of the national pastime by following only the immediate dollar without working for the good of the game, and his predictions seem to have been realized. Bibliography lists 11 sources. Sports.doc

Marketing Plan / Lush Ice Cream and Sorbets : A 12 page marketing plan. Lush Ice Cream and Sorbets is a startup company that is far from just another ice cream manufacturer. The company’s target market is comprised of vacationers visiting coastal resorts along the North and South Carolina coastline. Lush offers a few standard ice cream flavors (i.e., chocolate and vanilla), but nearly all the product line is composed of high-quality "bar flavors." That is, Mudslide ice cream and Margarita sorbet. All are non-alcoholic, and all are packaged in reusable thermal mugs that carry advertising at least of Lush and specific resorts, but is open to other local businesses as well, such as higher-end restaurants serving the tourist trade. Ben & Jerry’s shows an example of a regional business turned national; Lush has determined to grow as a collection of regional successes administered by one central location. Bibliography lists ten sources. Lush.wps

Factors Influencing Consumer Decisions : A 15 page paper examining consumer choices and marketing targets in 3 areas: (1) the choice of one brand of watch over another of similar price and quality; (2) a smoker’s switch from Marlboro to Marlboro Lights; and (3) brand choice (JVC) in a first-time video purchase. Advertising methods and rationale, and customer satisfaction are discussed. Bibliography lists 7 sources. Deci.wps

Marketing Cigarettes To Adults : An 8 page paper discussing a plan for marketing cigarettes to adults currently smoking. The target market is young (20s) adults of lower-middle income with a high school education and perhaps some college. Because of ethics issues of marketing tobacco to minorities and because of demographic data indicating that Caucasians exhibit the highest smoking rates, these cigarettes will be marketed only to Caucasian consumers, and primarily to men. This brand is to be manufactured solely from domestically-grown tobacco, unheard of in today’s market, that carry no possible residues of pesticides accepted in foreign countries but not labeled here for use on tobacco. Being made of totally domestically-grown tobacco will result in the final product carrying a slightly higher price than its competitors, but it will be marketed on the basis of its higher quality resulting from the same reason. Bibliography lists 5 sources. Cigmkt.wps

Marketing Plan for Affordable Housing : A 10 page marketing plan for concentrated home building. Materials and labor costs are higher than ever before, but there is a real need for affordable housing that serves that middle ground between public low-income housing and the soaring transitionals going up on postage-stamp sized lots in developments across the nation. A niche has opened to the builder committed to quality and to holding down costs where ever possible, as many would-be home buyers find most new housing beyond their reach. Building in accordance with the standards of government-backed lenders assures acceptance by nearly every mortgage broker, many of which are seeking additional funding opportunities themselves as the wave of refinancing and upper-end new home purchases slows. Bibliography lists 7 sources. Affordh.wps

Marketing Used in the 1992 Presidential Campaign : A 6 page paper exploring the marketing maneuvers of the 1992 presidential campaign. Stresses that it is marketing that determines our political leaders and gives numerous examples of the marketing strategies used by Bill Clinton, George Bush, and Ross Perot. Bibliography lists 6 sources. Presmark.wps

Buying A Car : A 6 page paper that considers the economic elements of purchasing a car. This paper evaluates things like: the use of the blue book, getting the best buy, differences between new and used cars, and the long-term implications of car buying. Bibliography lists 5 sources. Carbuy.doc

The Amerada-Hess Corporation & Effect of Marketing Toy Trucks : 8 pages in length. The writer analyzes how selling name brand toy trucks at gas stations during the holiday season ultimately effects consumer perception and buying behavior for the Amerada - Hess Corporation. Numerous keywords relevant to the study of marketing and consumer behavior are utilized throughout this analytical essay. Writer employs insight to assess the effectiveness of using childrens' attitudes to market to parents. Bibliography lists 5+ sources. Hesscons.wps

Business & Marketing Article Reviews : Twelve 2-3 page long reviews of articles relevant to business and marketing with citations for each. Please e-mail us if you need to purchase individual article reviews. Articles.wps

Influences On Coca-Cola’s Stock Prices : A 7 page case study of Coke’s stock values and the changes that could be expected in it following the death of Roberto Goizueta, industry trends and the effects of ever-present competition from Pepsi. Stock value barely wavered following Goizueta’s death; two weeks later, it was up even higher than before. Bibliography lists 5 sources. Cokepric.wps

An Analysis Of PepsiCo : A 7 page paper analyzing the strengths, weaknesses, opportunities and threats facing the company in the coming months (as of March, 1997). The company isn’t just the Number 2 soft drink manufacturer, they also own Frito-Lay and a group of restaurants including Pizza Hut, KFC and Taco Bell. Frito-Lay enjoys the largest market share of the snack industry both in the U.S. and the world; the group of restaruants collectively is the world’s largest. Bibliography includes 5 cited references. Pepsi.wps

Coke Vs. Pepsi : A 9 page analytical discussion of the historic marketing strategies between Coke and Pepsi. Using applicable business principles, the writer attempts to decide who actually has won the "war." Reasons why Coke leads the industry but has also failed to successfully de-market Pepsi are explored. Bibliography lists 7 sources. Cokepepsi.wps *A Marketing Paper

Pepsi -- Past, Present, & Future : An 8 page paper in which the writer presents a detailed history of the Pepsi-Cola/PepsiCo Company and the various obstacles it overcame throughout the course of the 20th century. Information concerning product diversity, product ingredients, pricing strategy, the competitive environment, and more, -- are provided. It is concluded that Pepsi has every chance of someday acquiring a larger share of the market than its chief rival-- The Coca-Cola Company. Bibliography lists 8 sources. Pepsi.wps

PepsiCo Inc. -- Market Position Analysis : A 5 page business management case study of PepsiCo, Inc. as one of the leaders in the soft drink industry. The writer provides an overview of PepsiCo's current development plans as well as a historical perspective on past economic decisions. The writer also considers the affects of competition on the industry, and prospects for PepsiCo's future. Bibliography lists 5 sources. Pepsi2.wps

The Birth & Marketing Of Coke Classic : A 20 page paper written from a marketing perspective of why Coca-Cola chose in 1985 to scrap its 100-year-old secret formula and change to New Coke, along with the consumer reaction to the switch. By the 1960s, Coke was still market leader, but Pepsi had started growing into a real competitor. Coca-Cola was largely allowed to run itself until Roberto Goizueta was appointed chairman in 1980. In addition to seeing that Coke become profitable again, Goizueta was also willing to take innovative chances that none of his predecessors would have considered. One of those chances was with New Coke, more in response to Pepsi pressures than consumer wishes, as the company was to find. Bibliography lists 9 sources. Cokecla.wps

Coke And Pepsi In The 1990s : A 5 page look at the marketing relationship between Pepsi and Coca-Cola. The late Roberto Goizueta is quoted of having said of Coca-Cola that the company "used to be an American company with a large international business. Now we are a large international company with a sizable American business." Both Coke and Pepsi credit the other with keeping them sharp in marketing and profitability, keeping their bottlers as necessary team members and preserving the loyalty of their customers. Pepicoke.wps

Colgate / A Company Whose Products Are Beginning to Fall Behind : A 5 page paper on the Colgate-Palmolive company --analyzing some of the problems it has had in effectively marketing new toothpaste brands. The writer is concerned that although the company still exists as a major industry leader, Colgate has managed to consistently fall behind its competitors with regard to new toothpaste-types, product diversity, etc; It is argued that Colgate-Palmolive is spending too much of its time and money on other, less-productive ventures. Bibliography lists 8 sources. Colgate.wps

Columbia / HCA Corporation -- The Marketing of Healthcare : An 8 page paper focusing upon the marketing of managed health care, with emphasis on the nation’s largest provider of such services, Columbia/HCA. The company covers all the bases: they own hospitals, psychiatric treatment centers, pharmacy benefits services and have a rapidly growing home health care service. While other such managed health care companies operate with a regional focus, Columbia/HCA’s geographic focus is that of the entire country. Bibliography lists 9 sources. Colhca.wps

DDB Needham Worldwide Communications Group : An 11 page evaluation of marketing prowess and talent in the United States' largest advertising agency in the United States. This marketing case study contains a thorough analysis and all points are well-supported with citations and bibliography listing 11 relevant sources. Ddbneedh.wps

Eastman Kodak / As It Continues To Develop : In this 7 page case study of Kodak, the writer evaluates corporate restructuring and the re-marketability of Photo CD-- a product that has already failed somewhat in the consumer market but went on to be repositioned and targeted towards business consumers anyway. Kodak's marketing strategy and potential for success are analyzed. Bibliography lists 8 sources. Kodak.wps

Entrepreneurial Case Study : A short, 4 page case analysis of an individual's attempt to create a business that delivers food to area homes & businesses from several participating restaurants. Discussed are area demographics, socio-economics, pricing strategy, etc; The original handout upon which this case is based is not available. No Bibliography. Manacas4.wps

Liz Claiborne, Inc. : This 10 page essay examines Liz Claiborne, Inc. Headings include: History of the company, including the devastation it experienced in 1993 and how they recovered; SWOT analyses of the company and industry; Values and Advantages; Competitive Advantages; Recommendations; and Action steps. Bibliography lists 10 sources. Lizclai.wps

Liz Claiborne Inc. vs. Donna Karan International : A 15 page paper in which the writer provides an overview of the apparel industry, then focuses upon these two companies, demonstrating strengths and weaknesses as well as current fiscal information. Bibliography lists 9 sources. Lizdonna.wps fashion industry

Mary Kay Cosmetics and Avon Products : A marketing paper of just under 11 pages, in which the writer compares Mary Kay Cosmetics and Avon, the Number 1 (Avon) and Number 2 (Mary Kay) direct sales cosmetics companies in the world. Included are the target market of each company, their strengths and some of their weaknesses. They both face great opportunity both home and abroad, and both seem to be determined to take advantage of that opportunity. Bibliography lists 11 sources. Avon2.wps

R.H. Macy's / Case Study : 15 pages in length. An extensive marketing case study of the R.H. Macy's company. Included in the discussion are : Macy's history, changing strategies, several SWOT analyses, industry assessment, implementation of current marketing plan, etc; The writer is extremely subjective and also provides conclusive recommendations for Macy's future based upon the evidence presented. Bibliography lists 6 sources. An excellent resource for business and marketing majors ! Macycase.wps

R.H. Macy’s & The Problem Of Quality Control : A 7 page research paper examining the reasons behind the failure of customer service at "America’s most beloved department store" and suggestions for repairing the damage done to customer service during the financial faux pas of the late 1980s and early 1990s. The writer recommends that Macy’s focuses on the wants and needs of the customer while simultaneously taking very good care of the front-line employees that have the most direct customer contact. Bibliography lists 6 sources. Macys.wps

Bloomingdale’s and Production : A 6 page paper looking at some of the ways Bloomingdale’s can effectively increase the chain’s production. The department store segment of the retail industry has been in decline for more than 20 years, and any chain hoping not only to survive but also flourish must operate the company with a slant that no one else has. Consumers’ complaints have centered around lack of service, and Bloomingdale’s is beginning to address that problem. They also have a lucrative private-label sales segment that no other chain can claim and that they are planning to expand. Bibliography lists 7 sources. Bloomies.wps

Marketing and Business Philosophy of Merck & Co., Inc. : 14 pages in length. Very few companies today can make the claim of being literally centuries old, but one that can is Merck & Company. Merck, along with the other of the world’s large pharmaceutical manufacturers, recently have taken their promotion directly to potential patients as well as to the hospitals and physicians who are able to prescribe their use. Merck and others have begun quoting quantity prices to the largest of the country’s HMOs, something that only a few years ago was never considered. The purpose here is to discover Merck’s promotion and pricing policies, and the underlying reasons for those policies. Bibliography lists more than a dozen sources. Merck.wps

Land's End -- Decline in Catalog Sales / Reasons & Recommendations : A 5 page look at Lands' End's marketing of catalogs throughout the United States. It is cited that sales continued to improve both for the company and for the catalog industry itself from about 1980 to 1989-- when decline suddenly began. Some of the reasons for this include significantly increased competition, rumors of postage increases & inter-state sales taxes, and Land's End's own internal failure to offer a diversified product line and to manage inventory effectively. Recommendations for improvement are made. The original case materials are no longer available. No Bibliography. Landsend.wps

Lands’ End / Catalog Marketing : This 5 page essay explores the success of Lands' End catalog focusing on the companies principle of success, the type of consumer the catalog is designed for and the strategies it uses to appeal to its targeted audience. The paper also compares Land's End to some of its competitors. Landsen2.wps

Lands’ End / Strategies & Techniques : The strategies and techniques used by Lands' End to teach consumers about the company and its products are explored in this 7 page essay. How the company involves the consumer in the company are discussed. Recent print ads are examined with suggestions for an updated ad for one of their products. No bibliography. Lande.wps

Marketing At Gap & J. Crew : A 10 page paper comparing these two bastions of conservative and casual clothing. Wishing to take advantage of the trendiness of hiphop, Gap completely abandoned its conservative—and better funded—customers in favor of product lines that could in no way be described as conservative. The result was that Gap lost customers in droves, and the new ones it attracted soon tired of the new image. J. Crew was built on mail order sales of clothes that could only be described as preppie, but its less than glamorous image has resulted in the company reaching $800 million in annual sales while still being privately held. About to make the same jump that Gap is now recovering from, J. Crew seems to have found an alternative approach. Bibliography lists 12+ sources. Jcrew.wps

Ralph Lauren / Marketing A Line Of Children’s Shoes : In 8 pages, the writer discusses whether Ralph Lauren should create a children's line of shoes. Report is essentially a feasibility study. Bibliography lists 9 sources. Ralphl.wps

Reebok’s Marketing Options : An 8 page marketing analysis. Reebok, the second largest athletic shoemaker in the US, makes a wide variety of athletic shoes for every athletic application, and also carries sports-related apparel and accessories lines. From a consumer’s point of view, the company is missing a wealth of marketing opportunity by focusing only on promotion of their own high-dollar promotions, rather than offering any solid information about what it is that makes buying their athletic shoes a wise choice on the part of the consumer. Trends are away from emotion-only sales, but Reebok appears to be unwilling to alter their standard approach. Bibliography lists seven sources. Reebok.wps

Specs Music Corp. as Compared to Coconuts Music : An 11 page research paper-- comparing selected aspects of financial documents each of these companies has filed with the Securities and Exchange Commission summarizing the data available for the last full fiscal years for each prior to April, 1997. The retail music industry as a whole is in a slump of over two years’ duration and is expected to decline even further before leveling off. Retail music stores all over the country are closing as they only ineffectively deal with the increased competition from mass marketers and they new, uncharted ground of competition resulting from retail sales over the Internet. Bibliography lists 7 sources. Specs.wps

Starbucks’ Market Share and New Competition : A 6 paper analyzing what keeps Starbucks in the market lead in an extremely competitive market area. The company has grown at a rate of more than 50% every year since 1987, and shows no sign of slowing. They opened a store a day in 1996 and intend to be at the 2,000 mark by the year 2000. Called predatory by some, Starbucks has maintained their growth rate in much the same way as WalMart on its way to becoming a giant. Bibliography lists 7 sources. Starbuck.wps

Marketing Audit / The Phillip Morris Company : A complete 12 page marketing audit of the Phillip Morris Company in which the writer examines the company's overwhelming advantage in the tobacco industry, marketing environment, legal considerations, pricing strategy, organization, and more. Bibliography lists 4 sources. Philmorr.wps

Marketing Audit / Volkswagen : In this 15 page analysis, the writer details the company's (Volkswagen) task environment, sales figures, goals to increase market share, strategic production, customer-satisfaction efforts, R & D, and more. Conclusive recommendations are presented based upon the available research. Bibliography lists 8 sources. Mktaudit.wps

Marketing The Chevrolet Cavalier & Malibu : A 9 page marketing analysis. GM is not the only company to discover the economic joys of giving their customers what they want, but it is certainly the largest. After years of being totally separated from their target market, providing what they guessed the customer wanted despite being able to clearly see what was selling and what was not (they were mostly GM cars), GM appears to have finally learned the rewards of targeting a specific market and then meeting its needs. The company’s intent of rediscovering market niches they had long ago abandoned or lost sight of seems to be working not only in their favor, but in their customers’ too. Bibliography lists 5 sources. Chevy.wps

Marketing the Saab : 10 pages in length. Saab is an intriguing car and never fails to turn heads when seen on the road. Though it has been redesigned for 1997, the car was much like the basic Volkswagen beetle for years--it was distinctive in its styling and never changed. The reason it turned heads was because it was distinctive, but also because the sight of one was so unusual. That sight has become even more unusual over the past ten years, but Saab is introducing a new sedan in the spring of 1998 the company hopes will propel them to sales of 150,000 cars worldwide by the year 2000. The US is Saab’s largest market, including their home country of Sweden; the ultimate success of the new sedan depends largely on how it is accepted here. Bibliography lists 9 sources. Marksaab.wps

Saturn’s Marketing Strategy : A 15 page examination of Saturn’s marketing policies. Saturn’s 1990 debut was met with skepticism and ridicule by both auto makers and industry analysts. Saturn’s approach includes one-price, no-haggle purchasing and a three-day "cool down" during which the dealership will accept return of any purchased Saturn with no more than $300 worth of damage. Outselling every comparable car in its class except the Ford Escort by 1994, GM is hanging hopes on its Saturn division for "fixing" its dismal performance in the Japanese market. Bibliography lists 12 sources. Saturn.wps

Marketing Strategies of Toys ‘R’ Us : A 12 page research paper examining the recent fortunes of Toys R Us, the largest retailer of toys for kids of all ages, but mostly for the shorter ones. Considered "unstoppable" throughout the 1980’s, mass merchandisers, particularly Wal-Mart, stopped them very effectively in the early 1990’s by using low-priced toys to attract more customers to their stores. Toys R Us has taken a hard look at their no-frills warehouse appearance and has decided to change it in hopes of making their stores fun places to be: if customers spend more time there, they’ll spend more money, too. Nine references cited. Toysrus.wps

Intel & Microsoft -- The Pricing Strategies of Industry Leaders : A 16 page research paper on Intel's pricing strategy with regard to Pentium chips and Microsoft's pricing strategy regarding Windows and other products. Manufacturing costs, marketing factors, and the competitive environment are all taken into account as the writer discusses Intel's historic pricing patterns and makes predictions for the future while doing the same for Microsoft as well. A number of specific pricing examples and statistical data is provided. Bibliography lists 15+ sources. Pentpric.wps

Microsoft / Overview : A 5 page overview of the historical and present-day Microsoft Corporation. The writer covers history, background, type of business, state of the business, projections and opinions about Microsoft. Bibliography cites 11 sources. Abstract included. Manit.wps

Microsoft / The First Decade : A 5 page paper on the success of the Microsoft Corporation. Concentrates on the first ten years spanning between 1976 and 1986. Products and management styles are included. Bibliography includes six sources. Microsft.wps

Microsoft / Successful Strategies For Today and Tomorrow : In 1987, a PC Week editorial remarked that Microsoft would have to "pull off a marketing miracle" to get people to use their new version of Windows. Years later, the joke's on PC Week and this 8 page report examines just how Microsoft's strategy has prevailed and how it hopes to continue to do so in the future. Projects, plans, and new Microsoft products & services are presented. A FREE chronology of the company's development is included .Bibliography lists 8 sources. Microsof.wps

Telecommunications Deregulation / Microsoft’s $1 Billion Investment In Comcast : A 10 page paper on some of the effects of the 1996 Telecommunications Deregulation and Reform Act. When the first phase of industry deregulation went into effect in 1992, some of the largest phone companies rushed to become cable companies also, but only a few succeeded in making their ventures profitable. Microsoft’s investment in Comcast in 1997 marked the first large-scale attempt to capitalize on deregulation by a related, rather than direct segment of the telecommunications industry. Bibliography lists more than a dozen sources. Comcast.wps

Delta, American & United / Marketing Strategies In A Competitive Era : A 10 page paper that provides an overview of the major elements of each of these three airlines and compares their approaches and success. Bibliography lists 11 sources. Delamun.wps

More People, More Tickets, More Money?—More Marketing! : A 6 page paper discussing current issues in airline marketing. Because marketing is an especially integral part of the airline business, marketing professionals must have numerous areas of expertise. Bibliography lists five sources. Airline.wps

The Airline Industry / Marketing Strategies, Advertising, Competition & Alliances :
Increasing competition in the airline industry in the United States has resulted in an emerging focus on advertising options, marketing strategies, advertising, pricing, competition, alliances and the transformation of company missions. This 62 page paper provides a substantive overview of the issues related to the current airline industry and considers the possible long-term implications of deregulation and emerging global alliances. Bibliography lists 27 sources. Airmark.wps

Yahoo! Inc. / A Case Study in Marketing : A 7 page paper that outlines the development and marketing strategies of Yahoo! Inc., the company developed around the Internet search engine. Though this company is only 2 years old, the projections that can be determined by current figures demonstrate the wise management and development practices of the company and the complexity of new products currently being marketed. Bibliography lists 5 sources. Yahoo.wps

Marketing at Compaq : A 12 page paper discussing Compaq’s marketing strategy. An adage of sales managers everywhere is "nothing happens until someone sells something." In reaching multi-billion-dollar size, Compaq has indeed sold "something," and a lot of it. The company has now turned their sales attention directly on the first-time computer buyer who would like to have a computer but has been unwilling or unable to pay the necessary price. Compaq’s introduction of the $999 computer in 1997 boosted sales by 43 percent for the quarter, but other companies say that the low-end computer cannot incorporate the latest technology or be profitable Bibliography lists 13 sources. Compaqmk.wps

Multicultural Marketing / Article Review : A 2 page article review dealing with the importance of multicultural consciousness in creating advertising messages and themes in today's more "diversified" world. Full bibliographic citation for the source is included. Markarti.wps

Video Concepts / SWOT Analysis & Case Study : A 6 page "SWOT" (Strengths, Weaknesses, Opportunities, Threats) analysis of a small video store that was doing quite well until Blockbuster Video moved to town. Two years after the arrival of Blockbuster, Video Concepts was still profitable, though only marginally so. It has been said that if the giant retailers are steamships plowing through the ocean, then the small local retailers have to be the cigarette boats zipping around and through them, changing direction at any given time. Video Concepts cannot hope to compete with Blockbuster’s financial resources or national name; they must become actively involved in the community, stress their local ownership in a small North Carolina town where such things are important, and operate more on creativity than cash. Vid-Conc.wps

Marketing Analysis / Retail Clothing Chain : Brief analysis of the company 'Edison Brothers'- Owners of several popular retail clothing chains. Excellent reference for those studying business, retail marketing, or fashion merchandising. Approximately 3 pages worth of text, and several additional charts and figures. Bibliography lists 2 sources. Edisbros.wps

Management / Retail Marketing At A Small Business (Retail) : Complete management & marketing analysis of operations at a small-town retail carpet store. The write pinpoints various problems from a contemporary management suggestions and make recommendations for improvement. Report is 15 pages in length and has 4 illustrative charts as well as a bibliography listing 6 sources to support the writer's ideas. Abcarpet.wps

Viacom’s Challenges : A 6 page paper discussing information from a 1996 case study of Viacom. Viacom has become one of the country’s largest provider of electronic entertainment since its creation in the mid-1980s in response to government anti-trust and deregulation pressures. Though by no means larger than most of its competitors, Viacom’s solid base in all aspects of the entertainment industry ensures that it, or at least peices of it, will be able to sustain its formidable reputation as a market-share theif as the company gives each aspect the full attention of senior management. Bibliography lists 1 source. Viacom.wps

Markets For Hydroponic Produce : This 8 page essay discusses hydroponic lettuce. First, a brief background is provided which includes the reasons hydroponics are not well-thought of in the United States. A marketing plan is offered which identifies the benefits of hydroponically grown lettuce, potential markets, the benefits to those customers, and finally, strategies are offered for enticing them to purchase the product. Hydropon.wps

Bell Atlantic’s Marketing Focus : A 6 page paper discussing marketing possibilities for Bell Atlantic. The company controls nearly all of the local calls made between Maine and Virginia, and covers the area of the country that 25 percent of the nation’s Fortune 500 companies call home. Its local areas also include the country’s largest city and the nation’s capital. Bell Atlantic only recently has entered the long distance market in New York State, and cellular service is its fastest-growing segment of business. Its focus of service and its very size positions it well for global presence in some of the countries of the world’s big emerging markets. Bibliography lists 7 sources. Bell-Atl.wps

Selling Logic To KikiCars, Inc. : A 4 page sales presentation plan for $1,000 worth of radio promotion to a mid-size car dealership. The radio station sales rep attempts to approach the dealership’s manager with a plea for logic: leave existing advertising in place, but run a specific spot on our station promoting a special that is advertised through no other outlet. In that way, you can judge for yourself the effectiveness of advertising with us and see that we truly do produce the results we claim. Sell-it.wps

Article Review / Sales Achievement : 1 page review of a Sales & Marketing Management article entitled "Ensuring Excellent Selling," in which the author discusses the habits and techniques of Sales Force award winners. No Bibliography. Salesart.wps
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