Essays and Research Papers on Consumer Behavior

This 62 page paper incorporates 5 essays addressing different topics within the general headings in the title. Essay #1 begins with a scenario and then discusses quantitative methods for forecasting, specifically explaining the time-series decomposition model. The essay does not include actual calculations but describes this model. Essay #2 focuses on strategic marketing management and ...

A 10 page paper. This essay begins with an overview of the company, its parent company, the mission statement and how the company works to achieve their vision. The focus of the essay is on the marketing strategies of the company and includes a description of Porter's competitive analysis. Food Lion LLC, with its three ...

This 5 page paper discusses product innovations at PepsiCo and Coca-Cola. The essay focuses more on the innovations at Pepsi's Frito-Lay division and how these meet consumer demands. The essay then compares, briefly, how Pepsi met the non-carbonated beverage demands before Coke. Data regarding market shares are included. Bibliography lists 4 sources.

A 5 page paper based on a case study provided by the student. The essay discusses the competitive strategies of each company relative to Boeing's 787 Dreamliner and Airbus' A-380 superplane. The essay discuses the interdependence in these projects and the competition between the two companies for customers and finally, the writer discusses the wisdom ...

This 7-page paper provides information on a public relations/public affairs campaign for Kudler Fine Foods. Bibliography lists 3 sources.

A 10 page paper discussing the role of marketing in the public and private sectors; the 4 Ps; differences in marketing goods and services; and the value of market research. Neither of the four Ps can stand alone in contributing to the success of a product or service, at least not on a long-term ...

This is a 5 page paper that provides an overview of integrated marketing communication. It emphasizes the importance of communicating a message in marketing. Bibliography lists 9 sources.

For a brand to be successful the way marketing communication takes place is very important. This 12 page paper looks at three brands; Coca-cola, Pepsi and Sainsbury’s own brand to assess the way that they are marketing assessing the way that communications are used and their effectiveness in reaching their target market. The paper ...

This 10 page paper argues that the most important factor in the marketing mix is that of communication. Using a range of companies to illustrate the points raised the paper considers why and how communication plays such as important role in the consumer decision making process and how this may be used as a tool ...

A 43 page paper. The integrated marketing communications process puts one single, unifying message in front of consumers. Any communication message from the company, whether it is a public relations spot or a full-fledged marketing campaign carries this one message. This paper begins with an introduction that comments on advertising and the hierarchy of effects. ...

This is a 4 page paper that provides an overview of integrated marketing communications. The utility of such an approach is explored in a hypothetical scenario. Bibliography lists 5 sources.

An 8 page paper discussing Gap’s sweatshop and Ford’s tire issues, and comparing the manner in which each company chose to address the problems before them. Ford was no more forthcoming about the matter than Gap was about the sweatshops, but it managed the problem in such a way that the public believed that ...

A 9 page paper discussing semiotics, the study of the meanings associated with signs and symbols. As such, it can and does inform marketing messages and communications. The paper discusses Guinness’ commissioning of a semiotics “decoder” for use in assessing competitors’ advertising and Wal-Mart’s use of “down home” images in its print and ...

A 12 page paper creating a strategic communications plan focusing on research, action, communication and evaluation as they apply to promoting Starbucks' entertainment venture. In-store promotion is particularly effective at Starbucks because of customers' habits of lingering and reading as they enjoy their Starbucks coffee creation. Evaluation of Starbucks' efforts in entertainment can ...

This 17 page paper examines how companies can use integrated market to develop and sell products and increase their profits. The paper looks at the theoretical aspects of integrated marketing and goes on to consider real life examples of its application. The paper then considers what is meant by tracking marketing strategy and how it ...

This 10 page paper first provides an explanation of integrated marketing communications, a process wherein all forms of marketing and advertising carries the same message to consumers and identifies some of the types of media that may carry that message to consumers. The essay then describes a case study of integrated marketing communications for one ...

When Virgin Atlantic was founded in 1984, it was little more than a commuter airline "puddle jumping" throughout Europe. Today, it is an airline that fights regular battles with British Airways, while promoting its "upper class" service. This paper explores how, exactly, Virgin Atlantic communicates its image to the flying public. Bibliography lists 3 sources.

This 6 page paper considers the advertising strategy of Nokia in the mobile telephone market, considering it in isolation with reference to the five communication effects as well as in comparison to other competitors such as Siemen's and Ericsson. The paper looks at specific advertising campaigns and analysis them against this framework. The bibliography cites ...

This 8-page paper discusses integrated marketing communications and how this type of plan might be applied to Kellogg Co. Bibliography lists 5 sources.

A 7 page paper assessing the pertinence of manufacturers’ brands in today’s markets. The concept of manufacturers promoting their own products may well be obsolete. Though it can be argued that companies such as General Motors and Coca-Cola certainly market products rather than brands, there are many more examples of third-party organizations marketing ...

This paper list things to consider in formulating a marketing communications and customer service plan for a clothing retail store such as The Gap.

This 3-page paper discusses market entry and marketing communications in Turkey. Bibliography lists 4 sources.

A 16 page paper discussing how Johnson & Johnson might improve marketing communications. The company has weathered several complaints and lawsuits regarding marketing claims from the early years of the new century and by 2005 focuses on positive marketing including "America's Nurses: They Dare to Care" and "Having a Baby Changes Everything" campaigns along ...

A 10 page paper providing a year's marketing communications plan for a current hot beverage product being sold in the UK market. The plan focuses on preteens and young teens (tweens) and young families. Bibliography lists 10 sources.

This 5 page paper is written in two parts. The first part of the paper looks at how companies create loyalty. Using Pepsi and an example, the paper looks at the marketing background, target audience, advertising and communications models using a mix of primary and secondary research to demonstrate the reasons why people form ...