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| Essays on MARKETING: GENERAL
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PURCHASING POWER PARITY MODEL (PPP).
Term Paper ID:30727
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Essay Subject:
Discusses the validity of the PPP hypothesis.... More...
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5 Pages / 1125 Words
2 sources, 4 Citations,
APA Format
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Paper Abstract:
Discusses the validity of the PPP hypothesis. Theory of PPP. Underlying basis of the PPP model. Rates of inflation and long-range exchange rate changes. Assumptions of the PPP model. Problems associated with use of the model. Contends that long-run analyses tend to support the PPP hypothesis, but not short-run analyses.
Paper Introduction:
THE PURCHASING POWER PARITY MODEL: COMPARING MacDONALD WITH ZHOU AND MAHDAVI
Introduction
The literature contains mixed results relative to the testing of the validity of the purchasing power parity (PPP) hypothesis. Few studies have found evidence to support the theory in the short run, while the results of tests of the PPP hypothesis based on long-run data produced mixed outcomes, with a majority of the studies supporting the hypothesis for long-run projections. The studies with opposing results are the MacDonald (1995) study, which supports the PPP hypothesis for long-run projections, and the Zhou and Mahdavi (1996), which does not support the PPP hypothesis for long-term projections. This paper compares and discusses these two studies.
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MARKETING RESEARCH.
Term Paper ID:30683
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Essay Subject:
Discusses primary versus secondary research.... More...
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5 Pages / 1125 Words
3 sources, 4 Citations,
APA Format
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Paper Abstract:
Discusses primary versus secondary research. How both use information to identify marketing opportunities, problems and performance. Characteristics of each type of marketing research. Uses McDonald's as an example of a company using primary research. Its relationship strategy concept utilizing customers and focus groups. McDonald's secondary research techniques. Success of its customer/consumer strategies.
Paper Introduction:
Primary Versus Secondary Marketing Research
Introduction
The American Marketing Association uses an official definition of marketing research, suggesting that it is a process linking “the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process” (Kotler, 1997, 213). Most other scholars and practitioners look at marketing research in a less oblique manner, suggesting that marketing mix including competitors, markets, and everything to do with the customers.
In
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EFFECTIVE MARKETING.
Term Paper ID:30591
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Essay Subject:
Discusses marketing as a vital component of a business organization's success.... More...
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10 Pages / 2250 Words
14 sources, 29 Citations,
TURABIAN Format
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Paper Abstract:
Discusses marketing as a vital component of a business organization's success. Focus on marketing hair-care products to African Ameican women. Issues of purchasing power and social and cultural forces. Marketing theory and customer profiles. Self-image of black women. Success of Madame Walker who made a fortune from beauty products for women of color.
Paper Introduction:
Introduction
It is commonplace of business-management thought that effective marketing is a vital component of organization success. Internal organizational creativity, pressures of external competitive forces, and the ongoing need to gauge and respond to customer needs and preferences are essential tests of marketing effectiveness, and by extension profitability and company viability. But what companies are selling (say, fast-acting widgets, a tangible good) and what customers are buying (say, an opportunity to save time, an intangible value) may be different. The evolution of modern marketing theory over the course of the 20th century was marked as much by attention to the psychology and sociology of consumers' value judgments and priorities as by attention to mere purchasing power vis-à-vis goods and services.
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WHITE GOODS MARKET IN THE EUROPEAN UNION.
Term Paper ID:30395
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Essay Subject:
Discusses the issue of segmentation of major household appliances (white market).... More...
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6 Pages / 1350 Words
6 sources, 8 Citations,
APA Format
$48.00
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Paper Abstract:
Discusses the issue of segmentation of major household appliances (white market). Defines the market segmentation process and various factors including population, demographics, preference segments, education attainment, income distribution, psychographic characteristics. Approaches to segmentation in the EU. Dividing customers into subsets. Provides comparative data for each European community member State. Four charts.
Paper Introduction:
SEGMENTATION OF THE WHITE GOODS MARKET IN THE EUROPEAN UNION: CONSIDERATIONS AND ALTERNATIVE SCENARIOS
Introduction
This research considers the issue of the segmentation of the white goods market in the European Union. The term “white goods”, for purposes of this research, includes all major household appliances. The definition of the European Union includes the 15 member states as of June 2001, which are as follows: Austria, Belgium, Denmark, France, Finland, Germany, Greece, Ireland, Italy, Luxembourg, Netherlands, Portugal, Spain, Sweden, and United Kingdom (“The ABC of the European Union,” 2001).
Market Segmentation
Market segmentation is the procedure by which a marketing or
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INTERNATIONAL FRANCHISING.
Term Paper ID:30346
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Essay Subject:
Examines benefits and risks of franchising in the international marketplace.... More...
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6 Pages / 1350 Words
8 sources, 14 Citations,
APA Format
$48.00
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Paper Abstract:
Examines benefits and risks of franchising in the international marketplace. Types of international franchises. Discusses the five strategies used: master franchise, joint ventures, licensing, direct involvement, working with the local government as the franchisee. Cultural factors involved. Trends in international franchising. Success factors. 1 Chart comparing Tradition & Master franchising.
Paper Introduction:
Introduction
Franchising has been used by many different types of companies to effectively enter new markets, or to expand their existing market share. In a franchise agreement, the franchisor provides training and the rights to a particular technique or product, and the franchisee assumes the risks (and rewards) associated with the business activity. Fast food restaurants and hotels are examples of successful franchise operations in the international market. Franchising provides participants with the opportunity to enter global markets and rapidly expanding economies, thus diversifying the risks associated with operating in only one geographic market. However, the political and economic situation in the international arena can be volatile, particularly in new economies, and many companies are wary of the risks associated with ente
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INFORMATION TECHNOLOGY (IT) AND MARKET STRUCTURE.
Term Paper ID:30092
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Essay Subject:
Discusses the influence and relevance of IT on market structure.... More...
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20 Pages / 4500 Words
9 sources, 61 Citations,
APA Format
$136.00
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Paper Abstract:
Discusses the influence and relevance of IT on market structure. Expansion of knowledge as the fundamental contribution of IT. Effect on production and personnel. Increased efficiency. IT's influence on organizational structure. Benefits to economics of a business. Market structure of IT. Network effect. Internet open network. Significance of Internet commerce.
Paper Introduction:
The Influence of Information Technology on Market Structure
I. INTRODUCTION
Today, information is vastly more available in real time than it has even been in the world's history, as demonstrated by developments such as electronic data interfaces between retail checkout counters and the factory floor or the location of delivery and storage trucks through global positioning satellites (GPS) (Greenspan, 2000). The net effect of such availability is that businesses are now able to manage inventory and personnel more efficiently. Traditionally, firms employed redundant production activities and worker to insure their sustained valued output although these redundancies produced nothing of value (Green
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MARKETING STRATEGY FOR WHITE BRILLIANCE.
Term Paper ID:30083
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Essay Subject:
Overview of product (tooth whitening agent), and its current marketing situation.... More...
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22 Pages / 4950 Words
5 sources, 7 Citations,
OTHER Format
$136.00
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Paper Abstract:
Overview of product (tooth whitening agent), and its current marketing situation. Recommended strategies to achieve product success. Customer market and targeting consumers. Competition. Environmental factors. Demographic, social & cultural forces. Technology & innovative marketing techniques Infomercials, World Wide Web). Special interest groups. SWOT analysis. Marketing objectives & action programs. Appendix (1 survey).
Paper Introduction:
Executive Summary
White Brilliance is a whitening agent that uses molds and a whitening solution to get rid of stains on consumers' teeth. Currently, the product is marketed through print advertising and Comtrad on the World Wide Web at a price of approximately $80 plus shipping and handling.
This is a market which appeals to the vanity of users and which competes with whitening procedures which can be done in a dentist's office as well as whitening toothpastes and products which are identical to White Brilliance. The company is in a good position financially to boost its market share by investing in additional promotional activities, including an infomercial, but the company also needs to change its marketing mix somewhat if it is to be successful.
The product name sh
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SELLING SOFTWARE TO BUSINESS PEOPLE.
Term Paper ID:30081
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Essay Subject:
Discusses strategies for selling the product ManageT to the American business person.... More...
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7 Pages / 1575 Words
5 sources, 10 Citations,
APA Format
$56.00
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Paper Abstract:
Discusses startegies for selling the product ManageT to the American business person. Product is a multi-platform office management software that includes 200 different applications. Positioning element of the product. Targeting the customer. Creating a focused advertising message. How to handle an in-person sales pitch. Importance of good communication. Pricing. Negotiating.
Paper Introduction:
Strategic Steps for Selling Software to Businesses
Introduction
Although often not considered as glamorous or exciting as individual consumer marketing, the potential rewards and the efficiencies of selling a product to a business can more than make up for the effort (McGrath, 1997). There are several reasons for this. The most important is that, if the customer is satisfied with the product, the delivery and the service, then a long-term supply relationship can be established.
The product chosen for selling to the American businessperson is Manage +, a multi-platform office management software that includes some 200 different applications, ranging from office organizers to spread sheet software and from minimal graphics programs to word-processing.
Th
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MARKETING AND PRICING PROBLEMS.
Term Paper ID:30043
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Essay Subject:
Analyzes pricing as a major priority of the marketing mix.... More...
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12 Pages / 2700 Words
13 sources, 15 Citations,
MLA Format
$96.00
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Paper Abstract:
Analyzes pricing as a major priority of the marketing mix. End price of the product. Issue of consumer affordability & company profits. Pricing policies of the pharmaceutical industry. AIDS medication high pricing. Drug company lobbying. Fair pricing concept. Altenative pricing strategies such as tier pricing. Role of government regarding subsidies, provision of drugs & medication to the elderly.
Paper Introduction:
PRICING IN THE MARKETING MIX
Executive Summary
Production, distribution, and marketing all add up to the desire for consumer acceptance of a product or service. But, within that marketing mix pricing is a major priority. The reason is simple: the product has to be worth the end price.
Pricing is a component of the marketing mix and thereby is not treated in isolation from the broad objectives…developed…which might include high return on investment or high market share (Paley 273).
The customer has to be able to afford to buy at various price points. The pricing has to be established so the company can earn a fair return on its investment in facilities, raw material, marketing expenses and other overhead.
There are a
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Essay Subject:
History of marketing and commercialization of Christmas trees.... More...
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3 Pages / 675 Words
4 sources, 10 Citations,
APA Format
$24.00
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Paper Abstract:
History of marketing and commercialization of Christmas trees. Origin of marketing in Great Depression. Notion of selling trees to the mass market. Development into a multimillion-dollar industry. Roots of Christmas tree tradition in pre-Christian era. Christmas trees as a modern commodity. Sales of Christmas trees, real and artificial, in tree lots, retail operations, nurseries, florist shops, mail order, Internet. Auxiliary industries.
Paper Introduction:
The Marketing of Christmas Trees: Commercializing Tradition
Christmas tree farms and the aggressive marketing of trees, began in the United States during the Great Depression. According to Jones (2001), it was then that nurserymen could not sell evergreen trees for landscaping because of harsh economic conditions; consequently, to “move” excess evergreen stock, the notion of selling Christmas trees to the mass market was developed. Today, this is a multimillion-dollar industry in North Carolina alone, where more than 4 million trees are harvested for the market, generating total sales of more than $100 million for growers and retailers (Jones, 2001).
The roots of the Christmas tree tradition are not, as might be expected, Christian in origin. They are, as Layser (2000) reported, traced back to the pre-Christian era. However, as
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WHITE BRILLIANCE.
Term Paper ID:29434
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Essay Subject:
Toothpaste company's need for a new marketing strategy.... More...
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18 Pages / 4050 Words
5 sources, 8 Citations,
APA Format
$136.00
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Paper Abstract:
Toothpaste company's need for a new marketing strategy. Current marketing situation and customer market. Competing products. Demographic forces. Social and cultural forces. Economic conditions. State of technology. Special interest groups. SWOT analysis. Recommends new marketing goal, target market and promotional activities. Appendix citing results of a consumer survey.
Paper Introduction:
Executive Summary
White Brilliance is a whitening agent that uses molds and a whitening solution to get rid of stains on consumers' teeth. Currently, the product is marketed through print advertising and Comtrad on the World Wide Web at a price of approximately $80 plus shipping and handling.
This is a market which appeals to the vanity of users and which competes with whitening procedures which can be done in a dentist's office as well as whitening toothpastes and products which are identical to White Brilliance. The company is in a good position financially to boost its market share by investing in additional promotional activities, including an infomercial, but the company also needs to change its marketing mix somewhat if it is to be successful.
The product name sh
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SONY PLAYSTATION.
Term Paper ID:29227
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Essay Subject:
Analysis of the company's success in the game console market.... More...
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7 Pages / 1575 Words
3 sources, 7 Citations,
APA Format
$56.00
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Paper Abstract:
Analysis of the company's success in the game console market. How Sony grew to dominate the market in a brief period of time. Applies Porter's Five Force Model to explain why the PlayStation became so popular. Size of the market. PlayStation 2. Compares to Sega and Nintendo. Sony's promotional strategies. Two Tables.
Paper Introduction:
The Sony PlayStation Success Story
Introduction
In a mere three years (between 1995 and 1998) Sony, which began as an unknown in the game console market, grew in such a short time to the domination of the market. To illustrate why this happened, the authors use Porter’s Five Force model, which was a satisfactory model to apply at that point in time.
However, the continued growth in the industry and the major changes in players, suggests that a more valuable model -- the Four Ps of Product, Price, Promotion and Placement might be a more astute way to consider PlayStation 2, which is potentially the new market leader, a position that will not be won, however, without a fight. The reason for this assumption is the size of the market.
An articl
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EXPORTING LEVIS TO CANADA.
Term Paper ID:28950
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Essay Subject:
Analysis of decisions necessary to establish a business designed to export Levis to Canada. Overview of Levi-Strauss & Co. Source of supply. Export business plan. Tariffs & regulations. Customs clearance. Warehousing. Sales force. Funding, taxes.... More...
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9 Pages / 2025 Words
5 sources, 6 Citations,
APA Format
$72.00
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Paper Abstract:
Analysis of decisions necessary to establish a business designed to export Levis to Canada. Overview of Levi-Strauss & Co. Source of supply. Export business plan. Tariffs & regulations. Customs clearance. Warehousing. Sales force. Funding, taxes.
Paper Introduction:
FEASIBILITY ANALYSIS FOR EXPORTING LEVIS TO CANADA
Introduction
This paper will reflect the business decisions necessary for establishing a business designed to export Levi's clothing into Canada.
1. About Levis
Levi-Strauss & Co. is the world’s largest clothing manufacturer with 26,000 employees worldwide and annual sales in the 5 to 7 billion-dollar range. However, in 1997, top management began a belt-tightening campaign designed to shave $80 million in overhead, primarily through a reduction of hourly laborers(“Jeans giant. . .”, 1997, 13).
Although the company promised cuts across the board, in fact, most of the cuts took place in the American sector where employe
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MARKETING MOTORCYCLE HELMETS ON THE INTERNET.
Term Paper ID:28930
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Essay Subject:
Discusses the product, marketing problems, SWOT analysis, Internet analysis. Steps to develop a new web site. Marketing & advertising the produce.... More...
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7 Pages / 1575 Words
4 sources, 4 Citations,
APA Format
$56.00
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Paper Abstract:
Discusses the product, marketing problems, SWOT analysis, Internet analysis. Steps to develop a new web site. Marketing & advertising the produce.
Paper Introduction:
Marketing Motorcycle Helmets on the Internet
About the Product
The product name is Xian Hua, which is a fiberglass motorcycle helmet manufactured in Taiwan. The import cost for the product is $7.95 US in quantities of 100. The product is new, and has been crash tested in Taiwan and is capable of withstanding 130 pounds of direct pressure and is also capable of withstanding crashes of seventy miles per hour.
About the Marketing Problems
When getting ready to market such a product in a nation where there are so many channels from which to choose, it is essential to study the problems that other marketers have faced. The problems connected with marketing the helmet in the United States are believed to be these (Sealey, 1999).
* Kee
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BUD VS. MILLER.
Term Paper ID:28717
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Essay Subject:
Marketing strategies of Anheuser-Busch (Budweiser beer) & Philip Morris Companies (Miller Brewing). Competitive factors, positioning, advertising, pricing. 1 Table.... More...
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5 Pages / 1125 Words
4 sources, 8 Citations,
APA Format
$40.00
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Paper Abstract:
Marketing strategies of Anheuser-Busch (Budweiser beer) & Philip Morris Companies (Miller Brewing). Competitive factors, positioning, advertising, pricing. 1 Table.
Paper Introduction:
Marketing: Bud versus Miller
Introduction
This paper will discuss the marketing strategies of Anheuser-Busch, the makers of Budweiser beer and some 50 other beer products, and the Philip Morris Companies, the owners of Miller Brewing, which makes Miller beers. For this analysis to be beneficial, we must keep in mind that the data concerning strategies such as pricing does not reflect the simplistic “Bud versus Miller” but instead suggests the competition between a company that is essentially a single-brand company and a single brand within a multiple brand company. In such a situation, the challenge is slanted toward the single brand within the multiple brand company (Biehal & Sheinin, 1998).
All of Anheu
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SOFTWARE SALES IN BRAZIL.
Term Paper ID:28655
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Essay Subject:
Reasons for Data Point choosing entry in Bralizian market. Legal systems , intellectual property rights, cultural factors, bribery & business, social structure. Implications for business (threats & opportunities). Foreign exchange system. 1 Chart.... More...
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14 Pages / 3150 Words
10 sources, 18 Citations,
APA Format
$112.00
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Paper Abstract:
Reasons for Data Point choosing entry in Bralizian market. Legal systems , intellectual property rights, cultural factors, bribery & business, social structure. Implications for business (threats & opportunities). Foreign exchange system. 1 Chart.
Paper Introduction:
SOFTWARE SALES IN LATIN AMERICA
I. Basic Entry Decisions
a. Which markets
This is actually a dual decision, based on the necessity of narrowing the focus. Not only must the market be selected, but the type of software for that market. The market selected in Brazil, and the point of entry in that nation is Sao Paolo. And the software chosen is DataPoint, a software designed to enable businesses to quickly modify company Internet sites into Intranet sites and Extranet sites.
We will examine the reasons for choosing Brazil first.
Brazil’s GDP is the tenth largest in the world (1999 ext. $643 billion) and it has a population of 156 million. A founding member of Mercosur, Brazil also has an average per capita GDP of $4,823 and an ave
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CAPABILITY BASED MARKETING.
Term Paper ID:28532
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Essay Subject:
Discusses its paradigms & strategies. Analyzes a hypothetical company undergoing capability marketing to sell software on internet.... More...
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9 Pages / 2025 Words
5 sources, 12 Citations,
TURABIAN Format
$72.00
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Paper Abstract:
Discusses its paradigms & strategies. Analyzes a hypothetical company undergoing capability marketing to sell software on internet.
Paper Introduction:
UTILIZING CAPABILITY-BASED MARKETING
TO SELL SOFTWARE ON THE IINTERNET
Executive Summary
The theory of capability marketing, as suggested by many scholars (Doyle, 1998; Doyle, 1999; King, 1999) provides valuable paradigms to follow when embarking upon marketing management.
Several of these paradigms will be examined and tested in this paper by applying them to a hypothetical software company, Solfan, Inc.
Using the capabilities-marketing construct, Solfan's operations will be analyzed, and then a recommended strategy for using the company's capabilities will be suggested for implementation. At the conclusion, the suggested strategy will be analyzed in
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BRANDS.
Term Paper ID:28337
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Essay Subject:
Focus on brand-consumer relationship; customer loyalty. Theories of consumer behavior incl. Decision-making process.... More...
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9 Pages / 2025 Words
12 sources, 26 Citations,
MLA Format
$72.00
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Paper Abstract:
Focus on brand-consumer relationship; customer loyalty. Theories of consumer behavior incl. Decision-making process.
Paper Introduction:
Introduction
For more than a century, the use of brands as a means of first identifying a product and then acquiring and maintaining consumer loyalty to that product and its manufacturer has been a key element in marketing activities (Berthon, Hulbert, and Pitt, p. 53). It is generally assumed that brands "create a distinction among entities that may satisfy a consumer's need. This primary distinction is the origin of a series of benefits for both the buyer and the seller (Berthon, Hulbert, and Pitt, p. 54). Brands are perceived as having the capacity to reduce search costs for consumers, to assure quality and reduce perceived risk, and to impart status and prestige to purchasers. For sellers, brands are regarded as fostering repeat purchases, facilitating new product introductions, consumer loyalty, and
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JUMP FREE START.
Term Paper ID:28033
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Essay Subject:
Market expansion of this portable battery. Discusses product, current marketing situation, competition, environmental factors. SWOT analysis. Product strategy.... More...
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20 Pages / 4500 Words
8 sources, 9 Citations,
APA Format
$136.00
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Paper Abstract:
Market expansion of this portable battery. Discusses product, current marketing situation, competition, environmental factors. SWOT analysis. Product strategy.
Paper Introduction:
Executive Summary
Auto Starter is a portable battery which can supply power to any device with a 12-volt adapter. These are commonly found in automobiles (through the cigarette lighter) and Auto Starter can start the engine of a car with a dead battery, or can supplement the power of the car's own battery. In addition, Auto Starter can power other 12-volt devices such as portable refrigerators, laptop computers and cellular phones.
To date, Auto Starter has been marketed through a mail order catalog and the Internet with an emphasis on the auto starting capabilities. By expanding its market reach to include employees who telecommute as well as the leisure market (including recreational vehicle owners), the company should be able to rapidly expand its market reach.
To accomplish this,
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Marketing, Distribution, & Promotion of Films
Term Paper ID:27989
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Essay Subject:
Highlights key factors in the marketing, promotion, production, & distribution of films. Focus is on advertising successes & failures, & turmoil caused by decreased window of time between theatrical & video release.... More...
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10 Pages / 2250 Words
9 sources, 8 Citations,
TURABIAN Format
$80.00
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Paper Abstract:
Highlights key factors in the marketing, promotion, production, & distribution of films. Focus is on advertising successes & failures, & turmoil caused by decreased window of time between theatrical & video release.
Paper Introduction:
INTRODUCTION
The marketing, distribution, and promotion of films has changed within the last decade as the result of changes in ancillary markets, notably the continuing development of sales to cable and other television outlets and the growth of the home video industry both as a rental market and as a sales market. In addition, there have been changes in the structure of exhibition which has contributed to new methods of distribution and promotion. Costs have also been a factor and are becoming even more so today, and the expense of promoting a film has risen greatly, just as has the average cost of film production. The film business has become more expensive and more risky, but at the same time the potential for high returns has continued as an incentive for producers. Indeed, this potential has itself
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Multinational Marketing
Term Paper ID:27723
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Essay Subject:
Examination of the multinational environment, and strategies that must be employed by companies wishing to be successful in this environment.... More...
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5 Pages / 1125 Words
3 sources, 5 Citations,
APA Format
$40.00
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Paper Abstract:
Examination of the multinational environment, and strategies that must be employed by companies wishing to be successful in this environment.
Paper Introduction:
A company must do more to define its market in a multi-national marketing environment than to decide to be a multi-national company. Defining its market as domestic on the one hand and foreign on the other is insufficient and ignores the real differences that exist between countries. Within the U.S., a company defines its market both broadly and narrowly, considering first a national perspective and then regional issues when they apply to a product. Similarly, a company needs to have a sense of itself as being in a multi-national marketing environment and also address regional and national issues when they apply. The company needs to account for the changes taking place in the world market environment and to develop a global strategy which entails on the one hand an overall strategy and on the other the flexibility to adapt to the requirements of speci
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LA. Gear
Term Paper ID:27684
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Essay Subject:
(1996) Looks at domestic & international picture for LA. Gear. Discusses: background, international markets, international pricing, international revenue sources, & transition exposure.... More...
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9 Pages / 2025 Words
5 sources, 34 Citations,
APA Format
$72.00
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Paper Abstract:
(1996) Looks at domestic & international picture for LA. Gear. Discusses: background, international markets, international pricing, international revenue sources, & transition exposure.
Paper Introduction:
Background
L.A. Gear is a California corporation originally organized on February 7, 1979. The company is a holding company that through its principal subsidiary, L.A. Gear California, Inc., designs, develops, and markets a broad range of quality athletic and lifestyle footwear for adults and children (USSEC 10K, 1995, 4). The primary selling point, domestically and internationally, has been the concept of lifestyle, which in the beginning was more restricted to domestic niche markets. Had L.A. Gear stayed with its original marketing philosophy, a competitive return for the parent company may have come easier. Since 1990, a winning performance has eluded L.A. Gear. The intensity of the competition faced by L.A. Gear, as well as the rapid changes in fashion, technology and consumer preferences, conceivably led
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Consumer Behavior
Term Paper ID:27680
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Essay Subject:
Defines consumer behavior & explains how consumer psychology has been used to ascertain how consumers make choices & what attracts their attention in the marketplace.... More...
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6 Pages / 1350 Words
3 sources, 5 Citations,
APA Format
$48.00
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Paper Abstract:
Defines consumer behavior & explains how consumer psychology has been used to ascertain how consumers make choices & what attracts their attention in the marketplace.
Paper Introduction:
Consumer behavior has been defined by the American Marketing Association as "the dynamic interaction of cognition, behavior, and environmental events by which human beings conduct the exchange aspects of their lives" (Bennett, 1988, 40). Consumer psychology has been examined to ascertain how consumers make choices and what attracts their attention in the marketplace.
Information processing on the part of the consumer should be considered in terms of motivation, in terms of the factors that get people to behave in a certain way. There are different formulations that have been offered to explain human behavior, and one of the more significant is that offered by Maslow. Maslow's hierarchy of needs sees human needs in a series of tiers, with the most elemental requ
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Essay Subject:
Discusses background & types of direct marketing. Focus is on use of computers.... More...
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4 Pages / 900 Words
2 sources, 2 Citations,
APA Format
$32.00
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Paper Abstract:
Discusses background & types of direct marketing. Focus is on use of computers.
Paper Introduction:
Direct marketing is not a new approach to marketing as such. However, it is an approach that has received new emphasis in an era where mass-marketing is becoming both too expensive and too difficult to accomplish, while the ability to market one-to-one has increased with new media and with the growth of the science of demographics. One of the new types of direct marketing is known as database marketing. This utilizes computers to identify characteristics in the population and to target specific groups and individuals who would be more likely to be interested in the message to be conveyed by direct marketing or some other means of reaching the consumer. Direct Response Marketing refines the issue even further and extends direct marketing into new and non-traditional media such as the use of television and radio, infomercials, the telephone, the computer, and other means.
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Essay Subject:
Presents modern trends & utilization of new technologies in telemarketing & information systems.... More...
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4 Pages / 900 Words
2 sources, 2 Citations,
TURABIAN Format
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Paper Abstract:
Presents modern trends & utilization of new technologies in telemarketing & information systems.
Paper Introduction:
TELEMARKETING AND INFORMATION
SYSTEMS
Introduction
Information systems and telemarketing have been implemented for as many as sixty-five years. Thus, while telemarketing is not new, sophisticated telemarketing is. There has been a literal explosion of interest in telemarketing spurred by the nationwide television campaigns waged by various telephone companies. As Goodman (1984) puts it, "we are all 'reinventing' the telephone and its uses in the day-to-day affairs of the office and community" (Goodman, 1984, pp. 4, ix). Voice mail, answering machines, and automated calling devices are just some of the technologies which have expanded the industry. This business serves many functions.
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Globalization & Marketing
Term Paper ID:27447
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Essay Subject:
Examines the 4 marketing perspectives in the modern world: domestic, international, multinational, & global. Discusses each briefly, but focuses on the global marketing perspective.... More...
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5 Pages / 1125 Words
7 sources, 7 Citations,
MLA Format
$40.00
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Paper Abstract:
Examines the 4 marketing perspectives in the modern world: domestic, international, multinational, & global. Discusses each briefly, but focuses on the global marketing perspective.
Paper Introduction:
International firms are taking a global perspective today to a much greater degree than in the past. Globalization is a particular way of looking at the markets of the world and a particular way of responding to international pressures. Companies today are arranging their entire business structure to respond to global demands. Manufacturing is done at different points around the world; distribution is shaped to different requirements; products are repackaged and even reformulated for different world regions; and marketing is shaped to appeal to people in different parts of the world.
There are four types of marketing mindset that can be brought to bear on a marketing problem. The global perspective takes a different view of opportunities and facts about the world market than the domestic, international, or multinational
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Essay Subject:
Discusses the future global economy, or "globalony," in which a unified global marketplace is dominated by transnational corporations. Argues that cultural differences will fall away as businesses develop a single global business standard.... More...
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4 Pages / 900 Words
3 sources, 10 Citations,
APA Format
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Paper Abstract:
Discusses the future global economy, or "globalony," in which a unified global marketplace is dominated by transnational corporations. Argues that cultural differences will fall away as businesses develop a single global business standard.
Paper Introduction:
In recent years there has been much discussion about the creation of a single global marketplace. This will be dominated by firms that are truly transnational. This means that the ownership and investment of such firms will not be closely tied to any single country, but many countries instead. In addition, the management cultures in a global marketplace will not have practices coming from some country of origin, but from an international standard of "best practice;" and this practice will be shaped by the competitive struggle of transnational firms.
Emmott (1992) refers to the idea of a global marketplace as a "globalony," or global economy. He concludes such a situation may be less valuable for transnational firms than it may first seem. Richard Whitley (1994) also looks very critically at the idea of the global marketplace, and comes to a similar concl
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Critical Elements of Business & Consumer Marketing
Term Paper ID:27403
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Essay Subject:
Compares & contrasts business marketing (the sales from business to business) with consumer marketing (the sales from business to consumer).... More...
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8 Pages / 1800 Words
0 sources, 0 Citations,
OTHER Format
$64.00
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Paper Abstract:
Compares & contrasts business marketing (the sales from business to business) with consumer marketing (the sales from business to consumer).
Paper Introduction:
Critical Elements of Business and Consumer Marketing
Introduction
The essential similarity between business marketing and consumer marketing is of course, sales. Business marketing takes into account such widely used terms as industrial marketing, organizational marketing, and business-to-business marketing. Business marketing is the intermediary marketplace between the wholesale and retail markets. In a very real sense, the business marketplace is the final rung on the ladder, before the retail market redefines the cost, placement, and packaging of products that have already been created, sold, and placed on the world market.
If business marketing is built more around the nuts and bolts of bulk products, then consumer marketing is much more concerned
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Marketing Topics
Term Paper ID:27402
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Essay Subject:
Short essays discussing: test marketing, the 4 Ps, product life cycle, & marketing communication mix.... More...
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10 Pages / 2250 Words
1 sources, 1 Citations,
APA Format
$80.00
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Paper Abstract:
Short essays discussing: test marketing, the 4 Ps, product life cycle, & marketing communication mix.
Paper Introduction:
Any form of test marketing has its drawbacks. Marketers of food products often use taste testing as a way of predicting consumer behavior with reference to the new product, and this approach has its dangers as well. People select foods based on personal preferences, and when we are talking about foodstuffs, we are really talking about personal preferences over group preferences. That is, each person has his or her own particular likes and dislikes, and some products will appeal to them and some will not. There is not always a clear population dedicated to a certain taste as there might be for other products. To be effective in predicting consumer behavior, a taste test must have a very large base population taking the test to give a good idea of the percentage of the consumer population that will be interested in the product.
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Changes in Marketing
Term Paper ID:27313
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Essay Subject:
Discusses changes over the last quarter century in the "4 P's" that make up the marketing mix: product, price, placement, & promotion.... More...
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6 Pages / 1350 Words
4 sources, 7 Citations,
MLA Format
$48.00
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Paper Abstract:
Discusses changes over the last quarter century in the "4 P's" that make up the marketing mix: product, price, placement, & promotion.
Paper Introduction:
The dimensions of marketing that are given particular attention are product, price, placement, and promotion. This marketing mix serves to guide the thinking of the marketer, to channel energies into specific areas, and to address the needs and wants of the consumer.
Today, we live in a customer-driven economy, and satisfying customer needs is the means to success. The marketing concept has changed over the years in response to shifts in the consumer base and in other economic factors. The marketing concept was first developed in the 1950s at a time of consumer growth after World War II, and at that time manufacturers were poised to dominate packaged goods industries. The emergence of the mass middle class market with relatively homogeneous tastes and lifestyle aspirations served as an additional incentive for manuf
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