Strategic Marketing: Consumer vs. Industrial
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12 pages in length. A strategic marketing question which astute business people will want to ask themselves is how does the buying process for industrial products differ from that for consumer products? Is the decision making unit concept and buying decision process equally applicable to both, or does it differ? And if it differs, in what way? This is the topic of discussion in this paper. Bibliography lists 13 sources.
Filename: JGAconpr.wps

Strategically Shifting from Traditional to Customer-Based Marketing
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An 11 page paper discussing the implications of making this change and the other benefits it can bring. There is not all that much difference between the aims of traditional marketing and those of customer-targeted marketing when considering the principles of good marketing. Competition continues to increase for customers, and it also is increasing for customers' attention to marketing messages. Wise, integrated data collection - followed by good use - is the foundation on which the transition must be made. Bibliography lists 11 sources.
Filename: KSmktgCustTar.wps

Strategy and Marketing Notes
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An 8 page paper answering a variety of questions about strategy and marketing, including a discussion of Porter's Competitive Strategy, the GE attractiveness matrix, stars, cows and the benefits of acquisition over startup. It also discusses the reasons for globalization, data collection in market research and how information technology has affected marketing. The paper discusses Starbucks mission statement and the competitive positions of Campbell Soup and Southwest Airlines. Bibliography lists 4 sources.
Filename: KSstratNotes.wps

Strategy at Coca-Cola
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An 11 page paper focusing on strategic choice. Coca-Cola has the world's most recognizable brand and is available all around the world. The entire beverage industry has undergone changes in recent years that have affected Coke along with its competitors. This paper looks at the company's strategy from a variety of perspectives, including business, corporate and global strategies. It concludes with the recommendation that management ensure that it is being as honest in its perception of customers as it believes it possesses. Bibliography lists 12 sources.
Filename: KScokeStrat.wps

Studying the Current Economic, Population, Growth and Age Distribution Rates in Toronto, Ontario, Canada
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This is a 6 page paper studying the impact of the economy on population, the population impact on the economy, the growth rate and the age distribution in Toronto, Ontario, Canada. The strong economy in Toronto attracts new businesses and has a direct impact on the increase in population in the area. Similarly, the growth in population, primarily from immigration directly impacts the economy of Toronto in that the new immigrant populations provide more investment and business opportunities than the immigrant populations of several decades ago in addition to providing a vital human work force. Other factors which are studied in regards to economic impact are growth rates and age distribution for the growth rate can determined which areas in Canada and regionally Toronto, have increased in population compared with other communities and the age distribution is able to determine present and future trends in regards to goods and services required in addition to predicting future employment trends such as the estimated mass retirement of baby boomers beginning in the year 2010. Bibliography lists 8 sources.
Filename: TJToron1.rtf

Successful Modern Marketing
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This 15 page paper considers the way in which marketing has changed over the last few decades. Technology, increasing communications ability and a more global market have changed the way marketing campaigns are undertaken by organisations and perceived by their audience. Paper includes the increase in niche marketing, environmental and social marketing as well as the increase in e commerce and use of the internet as a marketing tool. The paper considers marketing in the context of goods and services as well as non-commercial organisations and the marketing of ideas. Examples are given throughout the paper to illustrate the points made. The bibliography cites 6 sources.
Filename: TEmodmar.wps

Surveys and their Reliability
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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.
Filename: Surveys.wps

Susan Strasser's "Satisfaction Guaranteed : The Making Of The American Mass Market"
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5 pages in length. Susan Strasser's Satisfaction Guaranteed : The Making of the American Mass Market makes it easy to understand the growth pattern of consumerism that occurred throughout the twentieth century. From the beginnings of industrialism, through the modernistic era up until the self-seeking decades at century's end, Strasser provides the reader with a significantly better realization of just how clever and manipulative the mass marketing industry has been in order to obtain the target markets necessary for such advertising success. Bibliography lists 3 sources.
Filename: TLCMsMkt.rtf

Taking the Travel Agency Online
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A 17 page paper discussing the rationale for a small family travel agency to develop an online presence. The travel industry still has not fully recovered from the terrorist attacks of September 11, 2001, but growth in �Internet travel� continues. This paper provides rationale for developing an online presence and describes the ideal web development team. The agency will need to decide in the beginning how it will use the site in order to be able to assess the site�s ultimate value. Even a simple site can be productive if it contributes to wider dissemination of knowledge of the agency that translates to use of its services. Bibliography lists 15 sources.
Filename: KStravelInternet.rtf

Target Marketing and Sports
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This 5 page paper considers the importance of target marketing and then applies this to sports readers in the age group 18 � 25 from the perspective of a magazine. The need to attract the readers and to profile the readership is shown as necessary in order to attract advertisers. The bibliography cites 4 sources.
Filename: TEsportsm.rtf

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