How The Internet Helps New Small Businesses
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A 9 page paper. The Internet has been nicknamed the great Equalizer because it allows businesses to be evaluated based on their products and services instead of size, gender, race or ethnicity. This paper reports data about sales on the Internet and how this technology can help the new small business owner succeed. Examples and tips are included. Bibliography lists 12 sources.
Filename: PGnwweb.rtf

How to Write a Direct Mail Letter
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This 4 page paper examines the theory behind witting a good, effective direct mail letter to be used in marketing campaign. The bibliography cites 3 sources.
Filename: TEdirmal.rtf

Human Behaviour; External Influences
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This 3 page advertising paper looks at two question originally provided by a student. The first concerns the use and possible responses of an advertising executive who wishes to use Pavlovian responses to an advertising campaign. The second looks at conditioning and reinforcement of human behaviour, and the different method that reinforcement may take. The bibliography cites 2 sources.
Filename: TEadvque.wps

Iacocca: A Review of the Autobiography
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A 13 page review of the book by Lee Iacocca. Lee Iacocca's name is synonymous with the automobile industry. It is also a name which many consider synonymous with trust and integrity. Originally published in 1984 Iacocca's book weaves an interesting insiders account of the automobile industry. It details his accomplishments and frustrations at both Ford and Chrysler Corporation and reviews such factors as environmental and safety concerns in the automobile design process. No additional sources are listed.
Filename: PPiacoc2.wps

IKEA -- Letting the Buyer Define What the Product Will Be
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This 5 page report discusses the concept presented 40 years ago, in Theodore Levitt�s Marketing Myopia when he wrote: �The seller takes his cues from buyers in such a way that the product becomes a consequence of the marketing effort, not vice versa.� The Swedish furniture chain IKEA has made it clear that it understands such �issues� and is used as an example of providing the product the consumer wants and needs. Bibliography lists 8 sources.
Filename: BWbuyers.rtf

IKEA -- The Swedish Furniture Company with Very Different Ideas
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This 8 page report discusses the Swedish furniture chain IKEA. With the slogan �affordable solutions for better living,� IKEA appeals to people who understand that functionality has its own form of beauty and style. The company also explains �ours is not a flashy crusade� in its �Unboring Manifesto� in which it makes it clear that they understand that people �who really needed a more beautiful home weren�t able to afford it.� The end result has been a success story in which one company is able to transcend national boundaries in order to successfully appeal to a far greater number of consumers. Bibliography lists 4 sources.
Filename: BWikea.rtf

IKEA North America L.L.C. � Marketing
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A 15 page paper that not only addresses issues directly associated with IKEA home furnishings company but also provides explanations of a variety of aspects of marketing. These include: marketing systems and marketing research; internal sources of marketing information; IKEA product differentiation strategies; product life cycle, including explanation of the four stages in the cycle; distribution channels; Online marketing and its values; definition of different terms, such as product hierarchy; the differences in marketing services versus goods; pricing strategies; price elasticity of demand. Bibliography lists 17 sources.
Filename: PGIKEA.rtf

Image Problems
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Society Causes its Own Dysfunction Regarding Body This four-page-paper discusses society's part in our body image beliefs. Whether we equate thinness with success and attractiveness with popularity are all detailed. Bibliography lists two sources.
Filename: CWbodima.wps

Images of Women in Advertising
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This 6 page paper considers the different theories regarding how women are portrayed in advertising. Written as the first chapter of a dissertation, the paper outlines different theoretical approaches and then applies these to the way that three magazines, all aimed at different age groups, portray women. The bibliography cites 13 sources.
Filename: TEfemsx1.rtf

Impulse Buying / Research Analysis
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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. Mkt-pop.wps
Filename: Mkt-pop.wps

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