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Marketers and Consumers, 2007.
This paper reviews the article "The Marketing Relevance Imperative" by Peter DeLegge.
723 words (approx. 2.9 pages), 1 source, MLA, $ 25.95
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Abstract
This paper shows how Peter DeLegge, in his article "The Marketing Relevance Imperative," identifies the challenges marketers must overcome in order to reach consumers who do not want to see advertisements. The paper describes how DeLegge recommends alternative approaches to those of many advertisers. The paper is of the opinion that this is an excellent article. A copy of the DeLegge's article is appended to the paper.
From the Paper
"DeLegge's article is excellent, for it relates directly to course concepts such as marketing strategy, marketing environment, marketing research, consumer behavior, consumer and business behavior, market segmentation, targeting, and positioning. Every one of these concepts is discussed as DeLegge analyzes the difficulties marketers are experiencing trying to formulate advertising campaigns they hope can somehow address the strategic problem of consumer hostility to ads."
"Analyzing the marketing concepts demonstrated in the article indicates that one of the weaknesses of current marketing strategies is that many advertisers are relying on syndicated research services to quantify and qualify the audiences of the programs on which they advertise. This is not effective in today's marketing environment, for DeLegge notes that traditional methods of media planning and buying do not address the effectiveness of a commercial in terms of reaching this targeted audience."
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Marketing to Gay Consumers, 2004.
This paper evaluates two issues in regard to reaching gay consumers, spendable income and the sexual content of advertising.
3,865 words (approx. 15.5 pages), 15 sources, APA, $ 105.95
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Abstract
This paper explains, after the author's research of academic literature and an extensive review of the advertising trade literature, it is apparent that the urban myth, which states that gays have more disposable income than other groups, remains, while the gay psyche is no different from the psyches of other identifiable marketing target groups. The author points out that differences in how marketing is handled arise from the necessity of deciding whether to advertise in mainstream media as well as in gay-specific media. The paper relates that the problem arises because, while the necessary images may be acceptable in the gay-specific press, they may be regarded as less acceptable by straight consumers when they appear in mainstream media.
Table of Contents
Introduction and Statement of Hypotheses
Literature Review
Application
Review and Evaluation
Conclusion
From the Paper
"Not surprisingly, the marketers claim the only thing they have to fear these days is the right wing as the middle has already become comfortable with the idea. In addition, of course, there is the need, in stagnating economies, to tap into a good market, no matter what. In 2004, it was estimated that the GLBT population was about 15 million (somewhat under the Kinsey estimate of eleven years earlier), with $485 million in spending power. "Though it's a smaller niche than the African-American and Latino markets, gays are a consumer group with a high proportion of discretionary income".
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Advertising and Promotion in Consumer Markets, 2006.
A look at the need for integrating advertising with other promotional techniques as underlined by the changing character of the market, in which consumers buy less for necessity and value than the influence of media images they see everyday.
2,521 words (approx. 10.1 pages), 20 sources, MLA, $ 76.95
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Abstract
This paper takes a look at the fact that in today's world, advertisements are not effective enough to cover for any shortcomings of a product. Studies reflect that advertising is no longer held in high esteem by business and this paper takes a look at the reasons for and causes of this lack of faith in advertising.
Contents:
introduction
Marketing
Advertising and Public Relations
Conclusion
From the Paper
"In today's consumer-driven economy, people no longer buy for economic value or reason but because of the influence of images created by advertisement in media, which has become a powerful determinant on the purchasing decisions of consumers (Chen-yu, J. & Seock, Y. (2000). This perception of present-day consumer behavior confirms that in the efforts of businesses to connect with consumer, it has come to a point where the quality of advertising is more important than the quality of a product. Thus, a product may fall short of standards and is inferior to its competitors, but if the advertising done to promote the product is clever and effective, business will be good for the company involved."
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Critical Elements of Business and Consumer Marketing, 2001.
Compares and contrasts business marketing (the sales from business to business) with consumer marketing (the sales from business to consumer).
1,800 words (approx. 7.2 pages), 0 sources, $ 63.95
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From the Paper
"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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The Consumer Laptop Market, 2007.
A business memo evaluating the potential of moving into the consumer laptop market.
1,760 words (approx. 7.0 pages), 5 sources, MLA, $ 56.95
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Abstract
The paper presents an evaluation of a company using Dell as the benchmark for the evaluation. The paper analyzes Dell's IT infrastructure, supply chain and extensive use of key performance indicators and metrics of performance. The paper concludes that the consumer laptop market is very attractive although there are many processes the engineering, IT, marketing and supply chain organizations will need to consider. The paper also looks at the ethical question of whether the company can produce the high end performance laptops reliably enough to gain and keep customers' trust.
Outline:
Executive Summary
Assessing the U.S. and Global Laptop Market
Lessons learned from Dell
Summary of Strategic Recommendations
Ethical Considerations of entering the Consumer Laptop Market
Conclusion
From the Paper
"With the intent of finding greater price elasticity in consumer markets, the CEO of our company has requested an analysis of selling our enterprise-class laptops to the consumer markets. His reasoning is that the enterprise markets that are comprised primarily of large corporations are increasingly turning price into the only differentiator in evaluating ours and competitor's laptops. Selling into the consumer market gives our company the opportunity to differentiate on branding, a more precise approach to segmentation and the development of strategies that focus on buyer behavior, and the development of future product strategies based on the unmet needs of this entirely new market."
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Consumer Psychology and Marketing Performance, 2005.
This paper is an extensive research paper on the effect of consumer psychology on marketing performance using a case study of Altuwairqi Group of Companies in Saudi Arabia.
45,360 words (approx. 181.4 pages), 49 sources, APA, $ 249.95
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Abstract
The paper explains that, although relationship marketing is now popular, many of the relationships businesses have with their customers are actually rather troubled and complex, even though the businesses often do not realize this; it is important to understand why this is the case so that consumer psychology and consumer behavior make more sense. The author points out that little information about the Altuwairqi Group of Companies is available in any kind of verifiable form; however, this does not mean that a study cannot be done, only that this issue must be recognized as a limitation of the study. The paper indicates that there is a positive relationship between listening to what the consumers want and the success of the company.
Table of Contents
Introduction
Background
Statement of the Problem
Research Questions and Hypotheses
Definition of Terms
Limitations of the Study
Validity and Uniqueness of the Data
Significance of the Study
Researcher Biases
Summary
Review of Related Literature
Methodology
Research Design and Rationale
Data Collection
Data Analysis
Summary
Analysis of the Data
Summary, Recommendations, and Conclusion
Summary of the Findings
Recommendations
Conclusion
From the Paper
"Research suggests that many consumers develop coping strategies that they utilize to deal with some of the problems that the marketplace brings on for them, but these strategies do not always work that well for everyone. These various strategies are important, however, as they are designed to minimize, eliminate, or otherwise find a way to control many of the quality of life issues that these consumers feel are caused by the marketplace in general. These consumers then develop rules of purchasing and consumption that help to get them through the day and keep them from focusing on the problems that they have which are related to businesses."
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Consumer Marketing, 2003.
This paper examines issues relating to consumer marketing.
1,380 words (approx. 5.5 pages), 12 sources, $ 47.95
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Abstract
This paper discusses the product life cycle, the rate of innovation among household products in the 20th century. The author investigates the effect of commoditization on branding. The paper projects the outlook for branding in the future.
From the Paper
"The twentieth century was remarkable for a number of technological changes some of which brought about sweeping social changes as well. During the twentieth century, long distance travel became cheap fast ..."
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Consumer Marketing Techniques of Modern Airlines., 2002.
This paper covers some of the marketing strategies in use by today's airline companies to target new customers and to retain old ones.
1,900 words (approx. 7.6 pages), 6 sources, $ 71.95
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Abstract
This paper explains the appropriate strategies for large and small domestic carriers and international airlines. The author addresses how technology has challenged airline marketing,. The paper questions whether service-oriented marketing (e.g. the "friendly skies") is being phased out by marketing that emphasizes ease of use.
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Entering The Chinese Consumer Market, 1996.
Examines the experiences of several entrants into the Chinese market. Political & cultural roadblocks to success are studied, as is the need for patience & long-term rather than short-term goals.
2,475 words (approx. 9.9 pages), 11 sources, $ 87.95
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From the Paper
"Entering the Chinese consumer market may be risky but ultimately lucrative. With Hong Kong coming back under Chinese control in June of 1997, the Chinese consumer market is bound to experience some ups and downs. In depth understanding of not only the economy, but also the cultural and political terrain will be the mandatory for interested foreign investors.
The advance of foreign capital into Chinese retail markets is bound to cause changes those markets. The Chinese entrepreneurial experience lags behind more Western consumer driven economies. Until recently, Chinese demand for consumer goods outstripped supply. Producers would focus on suppliers, not consumers."
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Marketing Research and its Impact on Consumer Behavior, 2002.
A study on how marketing research helps influence the targeted consumer.
813 words (approx. 3.3 pages), 4 sources, MLA, $ 28.95
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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."
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One-to-One Marketing, 2002.
A definition of one-to-one marketing and how it has changed consumer marketing.
2,900 words (approx. 11.6 pages), 3 sources, MLA, $ 85.95
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Abstract
The paper defines one-to-one marketing as operating on the premise that consumers want more, not only do they want more, they want it now. It shows how one to one marketing offers consumer's unlimited choice, personalization and customization, oftentimes from the privacy of the customer's home. One-to-one marketing has revolutionized the way firms do business, as a world of opportunity has been unveiled. This paper will discuss how such technologies have changed consumer marketing. It shows how the Internet, customer relationship management and related technologies have allowed both the consumer and the marketing executive to satisfy their objectives.
From the Paper
"The Internet has the capability of reaching over a billion people from all around the world. The Internet is never closed, as it allows the busy working mother to purchase a new desktop for her business, it allows the college co-ed to send his mother balloons for her birthday, it allows a concerned grandparent to find information on dysgraphia because her grandson was recently diagnosed with the disorder. For businesses, this means an increase in exposure and profits, as the Internet has become a way to streamline costs as well as market to particular groups of people. The Internet is an unlimited gateway to potential customers, as technology advances, the World Wide Web will allow firms to accomplish more than ever. A limitation of the Internet lies in the same properties that render it so attractive to businesses. A business cannot just put up a website and expect to see the customers and the cash come pouring in. A website is not a storefront in that people cannot just drive by and see it, no one just drops on in, if not referred by another site, web banner or search engine."
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HydroCan's Market Entry, 2008.
This paper evaluates whether HydroCan's StaGreen technology should be marketed in the consumer or commercial market.
1,401 words (approx. 5.6 pages), 1 source, MLA, $ 46.95
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Abstract
The paper examines the strengths and weaknesses of both the consumer and commercial market in terms of HydroCan's market entry for its StaGreen technology. The paper provides a SWOT analysis and discusses the marketing strategies of pricing, promotion, place and product. The paper concludes with a recommended implementation plan to start recruiting sales representatives to promote the product to the relevant course owners in the commercial market. Appendices of figures and tables are included.
Outline:
Introduction: Statement of Problem
Market Audit
SWOT Analysis
Market Strategies - Consumer/Commercial Market
Implementation Plan
From the Paper
"StaGreen is a chemical fertilizer with the added advantage of being able to retain moisture longer on the roots of the common types of grass used for lawns, which lowers the need for manual watering up to forty percent (40%). HydroCan is in the process of obtaining the patent for this technology and as such can use this advantage when analyzing the market. The market does not have a product like StaGreen; however there are close substitutes in the form of fertilizers in both markets. For the consumer market current prices are based on relative market share and strength, with market leaders having higher prices. The commercial market features each competitor having and maintaining their respective market share within their respective price ranges."
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Brand Marketing, 2002.
An overview of the concepts of brand marketing and its influence on the consumer.
2,400 words (approx. 9.6 pages), 5 sources, $ 89.95
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Abstract
This paper will explore the dynamics of brand marketing to a consumer segment. An analysis will be made as to how brand advertising supports the consumer "sense of self", and how brand marketing influences the buying decision.
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Pharmaceutical Marketing, 2002.
An overview of the pros and cons and the ethics of pharmaceutical marketing to physicians and consumers.
1,900 words (approx. 7.6 pages), 8 sources, $ 71.95
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Abstract
This paper looks at the pharmaceutical industry and its practice of marketing its products directly to physicians and consumers. The ethics of this practice are discussed, as well as the advantages and disadvantages of this practice to physicians and consumers.
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Targeting the African-, Hispanic-, and the Asian-American Consumers, 2002.
This paper looks at the ways in which companies can branch out their consumer marketing.
1,522 words (approx. 6.1 pages), 9 sources, MLA, $ 50.95
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Abstract
The paper identifies and analyzes the characteristics of these three consumer market groups and then discusses ways in which marketers can use those characteristics to profitable advantage. The writer employs statistics to give a numerical focus to the population in the United States today, outlining characteristics of each population and giving marketing strategies for reaching each consumer group.
From the Paper
"The best way to reach these immigrants (and their potential dollars) is through the distribution of radio commercials and staff-produced stories on Spanish-language radio programs. Moreover, because the country at large expects strong increases in the Hispanic people, media companies are spending large amounts of money hiring consultants to help them do a better job of reaching Hispanics (Medina, Saegert, & Gresham, 1996)."
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