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Papers On Marketing & Consumer Behavior
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Marketing Videos in the Digital Age
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A 5 page paper discussing the marketing team's focus of understanding and growing the market, which here is the video market. In this day of higher-tech options, many claim that the video segment of the entertainment industry is gone. They maintain that items of greater technology have left the lowly video in the dust, and that its days are numbered. While it certainly provides greater challenges than in the past, the paper discusses online transactions and, greater attention to DVD and recognition of other trends as being beneficial for the industry's retailers. Bibliography lists 6 sources.
Filename: KSmktgVideos.wps

Marketing Wine-Country Juices
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A 5 page paper discussing how a Pacific Northwest winery could add a line of high-end nonalcoholic juices to its production for added revenues. The wine industry has been in a slump for some time, and this line is seen as being an effective means of increasing revenues while the industry is in recovery. The juices will be under private label so as not to dilute the brand of the Pacific Northwest winery producing them. Bibliography lists 5 sources.
Filename: KSmktgWCoolr.rtf

Marketing's Environmental Impact
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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.
Filename: Envmktg.wps

Marketing's Environmental Impact / Book Review
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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.
Filename: Myopia.wps

Marketing's Importance In The Modern World
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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.
Filename: Mk.wps

Marketing's Importance To Small Business
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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.
Filename: Market.doc

Marketing: Mercedes-Benz E Class Versus Lexus Gs Series
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This 8 page paper compares the marketing strategies of these two companies. Specific topics include: target markets; relationship marketing; promotional strategies; marketing mix, such as product, promotion, distribution, selling, public relations, pricing strategy; a comparison of Web sites and the audience they seem to be targeting; international marketing and recommendations for Mercedes to compete better with Lexus. Bibliography lists 12 sources.
Filename: PGmrlx.rtf

Mass Customization; The Case of Nike
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This 5 page paper considers how mass customization is being used by Nike and their iD brand. The writer consider this model, how it operates as well as the advantages and disadvantages that Nike may feel as a result of adopting this strategy. The bibliography cites 5 sources.
Filename: TEnikemc.rtf

McDonald's Promotional Programs
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7 pages in length. This report on McDonald's will answer questions pertaining to the company's use of promotions to bring in more business. Focus is on the types of promotions used, the advertising mix, amount spent on promotions, internet presence, as well as how McDonald's manages its sales force. Very informative and useful paper in a glimpse at the marketing procedures of one of the most successful companies of all time. Bibliography lists 6 sources.
Filename: JGAmcdon.wps

McDonald's � Analysis
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This 9 page paper responds to three specific questions: McDonald's global performance, which includes a brief overview of the history of McDonald's and the fast food industry and also identifies challenges the company has been facing in recent years. This section also provides data regarding the company. The second topic is an evaluation of some of the causes for McDonald's problems right now and includes an analysis according to Porter's model. Other forces and threats that are not necessarily categorized in the five forces are discussed. The last topic includes recommendations for the company. Data are included. 1 Appendix reports fiscal data regarding profit margin. Bibliography lists 14 sources.
Filename: PGmcd2.rtf


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