Abstract
This paper provides a literature review outlining the various pros and cons of direct-to-consumer advertising as it reaches first and second generation Chinese immigrants in the United States. It discusses advertising best practices and methods regarding material that speaks to trust, health, literacy and culture. The paper then describes the effect of this type of advertising on this population.

Table of Contents:
Introduction
Literature Review: Pros & Cons of Direct-to-Consumer Advertising and Chinese Immigrants
Conclusion

From the Paper
"The large Chinese population in the United States indicates that advertising to this population holds both opportunities and risks in the market. As a result, companies should be well prepared on how to play in this market. A review of the literature indicates that in the past decade, the Chinese immigrant consumer population has proven to be a lucrative population, both for the company manufacturing the goods as well as the independent party responsible for advertising. However, proper and efficient direct-to-consumer marketing and advertising plays a significant role in whether the brand or brand name becomes lucrative or not. Research in this area is critical to the continued success of advertising; after the initial research regarding consumer preferences and needs is completed, marketing efforts through sales becomes key. A review of the literature in this area indicates that advertising, promotion and proper use and maintenance of trademarks the most important aspects of market channeling to Chinese immigrants. As long as these aspects are consistently met, the business opportunities of this population appear to be bright. Finally, as stated by the Zhou et al (2007) research, ethnic language media cannot simply be viewed as an ethnic institution isolated from the mainstream host society in which immigrants resettled and that they can facilitate immigrant adaptation."

Tags:marketing, products, culture, literacy, language

Abstract
Explore the issues surrounding the controversial use of DTC advertising by drug manufacturers. The paper investigates the causes and effects of this new marketing phenomenon in an effort to determine what makes DTC advertising so effective in our society.

From the Paper
"The pharmaceutical industry has always relied on marketing and advertising to move drugs from manufacturers? laboratories to consumers? medicine cabinets. From 1938, with passage of the Food, Drug and Cosmetic Act, until the mid 1980s, the industry focused its efforts almost entirely on physicians. Accurately recognizing physicians as their principal customer, drug manufacturers deployed large armies of sales representatives who marched into physicians? offices carrying promotional materials, drug samples, coffee mugs, calendars, "continuing education" dinner invitations and baseball tickets. "

Tags:journalism, magazine, media, television, medicine

Abstract
The paper discusses how the retail industry is a fiercely competitive but highly lucrative industry that to date has become dominated by chain outlets, which take a large part of the market share through international presence and low prices for consumers. The paper explains that the industry is impacted by a number of positive factors, such as fairly low interest rates, a strong job market, moderate inflation, and a willingness of consumers to spend rather than save; it is also impacted by negative factors such as high consumer debt levels and a recent slowdown in the housing markets.

From the Paper
"The retail industry is a fiercely competitive but highly lucrative industry. To date, the retail industry has become dominated by chain outlets, which take a large part of the market share through international presence and low prices for consumers. The industry is impacted by a number of positive factors, such as fairly low interest rates, a strong job market, moderate inflation, and a willingness of consumers to spend rather than save; it is also impacted by negative factors such as high consumer debt levels and a recent slowdown in the housing markets."

Tags:foreign, direct, investment

Abstract
The author of this paper examines and compares two major cable TV provider, Comcast and Direct TV, in an attempt to decide which company is preferable. According to the author, both companies appear to have decent packages but after examining both offers, there were some interesting differences and similarities. The writer contends that both companies' plans have positive and negative elements and that consumers, when choosing a cable provider must consider the packages according to their individual preferences.

From the Paper
"Overall the rest of the bonuses for Comcast and Direct TV differed greatly. You can't even order bonuses with Comcast which seemed annoying. However you can get movies bonuses with HBO, Showtime, and Starz for $35.00. Secondly, for the first 12 months, you get $23.00 off Direct TV. Furthermore, Direct TV has exclusive sports channels. They have NFL Sunday ticket, Nascar Hot Pass, Mega March Madness, and Setanta Sports. Considering all of the bonuses and everything, my family and I chose to go with Direct TV. The sports bonuses along with the free installations and money off during the first year more than made up for any of the problems it could have. Also Comcast seems to just have too many fees that I just didn't want to deal with.
"Ultimately, after all of the bonuses and promotional offers, customers will have nothing to focus on other than the quality and availability of the shows they like to watch. Seeing beyond the incentive deals and determining which company offers you the most programming at the price you can afford, is really the bottom line."

Tags:television, cable, programing, sport, movies, bonus, packages, channels, consumer, languages, HD, DVR, franchise, service

Abstract
The paper relates that consumer attitudes towards a retailer can be established through a variety of attributes. The paper looks how in terms of consumer attitudes towards Wal-Mart, positive and negative attitudes towards the company are arrived at through a variety of channels. The paper discusses the research that indicates that consumers are inundated with information on the firm which has little to do with its actual retailing of consumer product goods (CPGs) such as its treatment of employees (Bianco). The paper discusses how consumers may read about this directly or are exposed to the news vicariously through word-of-mouth and then go on to assume that Wal-Mart treats it employees poorly and is therefore a "bad" company. Furthermore, the paper notes that some consumers may perceive the firm as much more than a retailer but as a powerful economic force that somehow affects much more than just what products they purchase.

From the Paper
"Consumer attitudes towards a retailer can be established through a variety of attributes. In terms of consumer attitudes towards Wal-Mart, positive and negative attitudes towards the company are arrived at through a variety of channels. As the research indicates, consumers are inundated with information on the firm which has little to do with its actual retailing of consumer product goods (CPGs) such as its treatment of employees (Bianco). Consumers may read about this directly or are exposed to the news vicariously through word-of-mouth and then go on to assume..."

Tags:consumer, behavior, labels

Abstract
The paper identifies marketing research as a process utilizing a set of procedures and techniques to collect, analyze and present information to be used by business managers to make effective decisions on how best to make sure what is being sold is what the consumer wants to buy.
The paper examines how marketing research can effectively direct the several components areas of managerial application such as environmental analysis, segmentation and product positioning. The paper concludes that while market research is a significant tool, it cannot manage or create a marketing plan. It can only suggest a basis for forecasting a reasonable and rational means of proceeding to effect the attitudes and win the loyalties of customers.

From the Paper
"Marketing has a huge impact on consumers, their social lives and their popular culture. With a huge population dictating the tastes of a mass market, stimulation is non-stop in the form of advertisements, brand names, packaging, public relations and so on, although most people do not realize the extent to which their lives and their view of the world around them is affected by these marketing products."

Tags:micro, competition, Abraham, Maslow

Abstract
Intersis (HK) Limited, a local funded direct selling company in Hong Kong selling similar kinds of products as big players in the industry, will be at the edge of being eliminated if it is not able to counter such emerging critical competitive challenges. The strategies to help Intersis (HK) Limited survive are many and various, and they are addressed throughout the paper. In addition, organizational analysis and other company-related information is addressed in the literature review in order to show that there are many issues that Intersis must address. Furthermore, this study thus focuses on facing emerging threats, and what strategy locally-owned direct selling companies need to conduct to cope with them. This allows these companies to counter and overcome the challenges to continued operation in the industry, and hopefully also lead them into a new business era.

Outline:
Chapter 1
Introduction
1.1 What is Direct Selling?
1.2 Background of Direct Selling Industry in Hong Kong and China
1.2.1 Direct Selling Industry in Hong Kong
1.2.2 Direct Selling Industry in China
1.3 Statement of the Problem
1.4 Significance of the Problem
1.5 Hypothesis
1.6 Scope of the Study
1.7 Profile of Intersis International (Hong Kong) Limited
1.8 Aims of the Study
1.9 Objectives of the Study
Chapter 2
Literature Review
2.1 Michael Porter
2.2 Intersis and the Five Forces Model
2.2.1 Rivalry among Competing Firms
2.2.2 Potential Entry of New Competitors
2.2.3 Potential Development of Substitute Products
2.2.4 Bargaining Power of Suppliers
2.2.5 Bargaining Power of Consumers
2.3 SWOT Analysis
2.3.1 Strengths
2.3.2 Weaknesses
2.3.3 Opportunities
2.3.4 Threats
2.4 Business Ethics
Chapter 3
Research Methodology
Chapter 4
Findings and Analysis
Chapter 5
Conclusions and Recommendations
Bibliography

From the Paper
"Multinational companies often come under scrutiny because they do not always use their power in the best possible way. They have a lot of clout in some of the countries they do business in, and this allows them to get privileges that they would not normally have in their home country. There are conflicting views about multinational companies. Some see them as a helping hand for rich nations to continue to enslave poor nations, but others see them as the last hope for world peace. Multinational corporations often have technology that is far greater than that of some of the countries that they sell to, and they are held in high regard. Often their products are bought, even though they are more expensive, because of the advertising campaigns they use in smaller, less developed nations.
"Multinational companies exist under diverse legal systems, and often what is allowable in one country is not allowable in another. If one country feels that a product is dangerous, but another country allows the product to be sold there, it is up to the company whether they are morally and ethically comfortable with selling a product they know can cause harm simply because there is no regulation against it."

Tags:Asia, industry, competition, survival, threats, operations

Abstract
The paper examines how it has become important to attempt to curb public spending for health care, while maintaining quality of care and service. The writer proposes that providing the consumer with greater control in the field of health care decision making, is one way to control public spending. This manifests itself in consumer-directed health care (CDHC). The paper discusses how one can already see the benefits of CDHC, but these benefits are seen mainly among the wealthy. The paper concludes that extending these benefits to all, wealthy and poor, will reduce health costs and therefore, public spending.

Outline:
(1) Nature of the Issue
(2) Political and Social Impacts/Implications
(3) Policy
(4) Budget
(5) Conclusion

From the Paper
"Lower prices and higher quality are two of the concrete benefits of CDHC. Herrick (2006) for example states that physicians are seeking alternatives to high overhead and low reimbursements. In order to alleviate this problem, associations have been formed to keep the consumer informed of the price differences between services. Other associations, as mentioned above, offer cash options for incidental needs, thus cutting their billing costs, resulting in an ability to offer lower fees to their patients."

Tags:preventive, cost-reducing, incentive, reduce, billing, costs

Abstract
This paper explains that direct mail is a marketing approach in which potential prospects included on a list of names and addresses are sent information about a company or product; it is a controversial means of generating prospects but has been used effectively for years. The author points out that the telecommunications industry has typically used lists more oriented toward volume than quality, which is appropriate because telecommunications companies need a large volume of customers to impact their financial results. The paper concludes that the telecommunication companies have become very sophisticated in using direct mail such as enclosing a check, which could be credited against future billings, to motivate consumers to switch long distance carriers.

From the Paper
"The cost of direct mail is high compared to other means of marketing. In addition to the cost of producing a letter, brochure or other material, the major cost of direct mail is postage. According to the United States Postal Service (USPS) web site, the cost can range from $.37 per item to $.12 per item. The discounted rate can be used if the sender is willing to perform some of the tasks the USPS performs, such as bar-coding and sorting. An annual fee is also required. There are also minimum amounts of pieces in order to qualify. However, the disadvantages of bulk mail (no correction of incorrect addresses, slow delivery, extra labor, lower response rate by recipients) can sometimes outweigh the savings."

Tags:monitoring, costs, lists, split-test, incentive

Abstract
Affirmative action programs have been in existence since the term 'equal employment opportunity' came about. The purpose of such programs is to ensure equal employment practices that are nondiscriminatory and to ensure that organizations do everything possible to ensure equal representation among minority and female candidates within an organization. This paper shows that the manner in which an affirmative action program is structured may influence the public's perception of an organization's effectiveness and culture as well, thus it is vital that top level managers work directly with employees to encourage a program that is fair and well understood. The paper shows that there are numerous factors that might impact consumer behavior, with affirmative action being one of them. Consumers are interested, by and large, in working with organizations that provide an equal and fair employment environment where all employees are afforded the opportunity to excel within a corporation.

From the Paper
"In fact the issue of affirmative action is often considered a highly controversial one. There are those within the field that consider affirmative action programs a means of establishing quotas within an organization and preventing qualified non-minorities from advancing to the highest ranks of an organization. There are still others that feel that affirmative action programs are still not doing enough, which is easy to argue given that women and minorities are still not equally represented in the highest ranks of a majority of organizations across several different industries."

Tags:management, discrimination, diversity