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Papers On Marketing & Consumer Behavior Topics

Impulse Buying / Research Analysis : An 11 page paper describing a proposed research project on consumers’ views of point of purchase advertising. Marketing and advertising budgets have spiralled to the point that there are advertising messages literally at every turn, and marketers have discovered that the most effective target group is that which is already present in the store. Consumer advocates and budget analysts for years have admonished consumers to avoid impulse shopping at all costs, to always go into a grocery store with a list and resist all temptation to deviate from it. In today’s society, however, people are busier than ever before, and there have been indications that point of purchase advertising may actually be looked on more favorably by the consumer than other methods that have become so intrusive. Bibliography lists 12 sources. Mkt-pop.wps

Consumer Rationality : This 8 page paper explores consumerism in terms of rational decision making. Economic issues are discussed as are those pertinent to marketing. Bibliography lists 5 sources. ConsRati.wps

Consumer Behavior / Women : A 5 page proposal for a study on the buying habits and attitudes of women. The proposal includes an overview, three hypotheses, a brief review of the literature, conclusion and implications of the study. Research findings are contrary to popular beliefs about women when it comes to purchasing clothes. Bibliography lists 4 sources. Conswomn.wps

Brand Loyalty : This 6 page research paper discusses factors involved in creating brand loyalty. What is it and how do companies get it? Factors discussed include brand equity, brand value and brand asset management, including the steps necessary in the managing of brand assets. Bibliography lists 5 sources. Brandloy.wps

Brands, Brand Management, & The Brand Manager System : A 4 page critique of the entitled article by Low and Fullerton. The article's authors investigated the viability of continuing the brand management system today and in the future. They reached five theses based on a comprehensive historical review of the literature. Their conclusions are discussed. Bibliography lists 1 source. Brands.wps

Marketing To Today's Consumers : A 5 page paper that investigates the attitudes of today's consumer and the effect this has on marketers. Comments from Hugh Mackay provide a foundation for part of the paper. Specific marketing approaches are included. Bibliography lists 5 sources. Mktgcons.wps

Consumer Reaction To Products Endorsed By Specific Celebrities :
A 7 page paper presenting an advertising research project in which a survey was used to assess the effectiveness of celebrity endorsement in advertising in terms of obtaining the desired effect on the consumer. The paper reports a survey done of 52 mall shoppers equally divided regarding sex. They were asked their opinions of several celebrities, several products, and whether celebrity endorsement affected their purchasing decisions. The limitations of the study prevents the researcher from concluding that the hypothesis is proved, but it is supported by the findings and warrants further research. Bibliography lists 5 sources. Advcele.wps

Marketing / A General Overview : An 8 page paper discussing general aspects and tools of marketing. Though it tends to appear to be a vast catch-all term for all business activity that is not either pure manufacturing or customer service, it rides that fine line between art and science, incorporating aspects of both. It can be straightforward and understated, or it can be aggressive to the point that it alters the course of competing companies. For the most part, consumers often do their best to avoid the multi-million dollar advertising campaigns of the giant companies, but marketers are determined to capture their attention. The paper discusses common marketing tools such pricing, advertising, sales promotion, public relations and the four Ps of marketing. Bibliography lists 8 sources. Genmkt.wps

Marketing’s Importance In The Modern World : 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. Mk.wps

Market Evaluation : Whenever a business considers investing time and capital in new projects, there exists a need to evaluate the market for future trends and influencing variables to determine cost efficiency. Technology has become one of the major influences on the market system today, both as a characteristic that must be considered for a business and as an evolving market in its own right. The electronics market is influenced in a reciprocal manner with the information technology market and shares many of the same variables of cost consideration. The same can be said of the drug and cosmetics industry and the petroleum market. These latter two are considered direct services and are more affected by customer satisfaction and competition. For all of these markets, the bottom line is cost efficiency and financial gain while providing a service and, or product. This 9 page paper examines some of the variables to be considered in maintaining cost efficiency in a changing market. Bibliography lists 9 sources. Markeva2.wps

Competitive Markets : When considering pricing strategies the components of cost, competitor considerations, strategic goals, and member usage patterns for all products, not just a single product, must be taken into account. This 3 page paper addresses competitive markets and proposes that competitive strategy rests on the theory of efficient markets. The microcompetitive model performs as the foundation of industry analysis, identifies factors in industry profit differences, and explores the analytical concepts underlying the opportunity costs of capital. Industry analysis stands as a cornerstone of competitive strategy. It incorporates the Five Forces Model of Industry: (1) intensity of competition or rivalry; (2) presence of substitute products; (3) buyer power; (4) power of suppliers; and (5) impediments to market entry. The theories and propositions of George Stigler are examined. Bibliography lists 5 sources. KTmarket2.wps

Two Approaches to Discrimination : A 3 page paper discussing discrimination in the marketing context. There are no social issues at work here, aside from the empirical research that has gone into determining the best approaches to gauging consumer discrimination. Some have claimed that segmentation has gone too far at the expense of synchrony, but there appears to be little empirical research to support those claims. Current research still concludes in favor of the segmented market approach, but there are indications that a broader approach may regain favor in the future. Bibliography lists 4 sources. MktgSegm.wps.

Marketing’s Importance To Small Business : 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. Market.doc

Advertising as an Marketing Entry Barrier : A 10 page research paper that looks at advertising a vehicle that can be utilized by an established firm to prevent entry into a market by new entrant competitors. In both the consumer and the industrial markets, those companies that have been pioneers in their particular fields traditionally continue to outsell later entrants. This is so common that the term "pioneering advantage." The writer argues that advertising plays an intrinsic role in establishing this factor. Bibliography lists 10 sources. Admarbar.wps

Why Marketing Is A Discipline & Not a Science : A 5 page paper on what makes marketing different from other sciences. The writer argues that marketing is not a science and rather a discipline and gives several examples. Bibliography lists 2 sources. Market.wps

Advanced Marketing : A 20 page research paper that investigates a number of marketing techniques including: Cause-related marketing, Corporate sponsorship, corporate communication theory, stakeholder theory and an identification of who the stakeholders are, content analysis research method and case studies as a research tool. Bibliography lists 50 sources. Advmktg.wps

Stages of Product Life Cycle : A 4 page paper explaining the five stages of product life cycle. The writer provides classic definitions of each stage and offers examples of how they pertain to a specific industry. No Bibliography. Lifecycl.wps

Significance of the Software Development Life Cycle at Dupont Yard : An 8 page research paper that is written in the form of an investigative report into the how a planned software development program for a corporation failed to meet its stated objectives. The writer details what went wrong and gives suggestions that can be implemented to facilitate the software development life cycle in the future. Bibliography lists 3 sources. 90sftwrd.wps

Pricing Strategy / The Task Of Setting Price : A 5 page paper in which the writer discusses the basic strategic planning that goes into setting price. As an example, the paper takes a brief look at the pricing strategies incurred in price setting for a fictional company marketing a drug that cures Aids. Bibliography lists 2 sources. Price.wps

Consumer Marketing Essays : 7 pages worth of short answers relevant to Consumer Marketing. Keywords and concepts discussed include : consumer attitudes, brand equity, the cognitive, affective, and conative components, "selling to children," joint-decision-making, and social classes. No Bibliography. Csmrmktg.wps

Consumer Research Groups : 10 pages on consumer research groups; their importance, functions etc; Examines issues, defines terminology, provides 1 illustrative chart. Bibliography lists12 sources. Csmrsrch.wps

Consumer Satisfaction / Primary Study : A 19 page analysis of data obtained from real 1995 surveys of Kean College (a New Jersey state college) students about their attitudes towards the school that they attend. Includes statistical analyses, recommendations, and application of consumer behavior theory. Very useful as a model for those studying business-related courses such as consumer marketing. No Bibliography. Cnsmmktg.wps

Evaluating Customer Satisfaction : A 15 page research paper primarily examining the reasons and the need for vigilance in the area of customer satisfaction. Too many companies get so involved in their own internal processes that they forget to ask their customers just what it is that they want. Several authors maintain that it is nothing short of folly to teach sales and marketing staffs the finer points of quality control in the manufacturing process, forgetting that it is these very people who have the most direct contact with the companies’ customers. Bibliography lists 8 sources. Custsat.wps

Changes In Consumer Behavior & Their Implications for Marketers : A 33 page paper taking a general look at marketing and consumer behavior since the 1920s, when widespread use of electricity and economic prosperity gave rise to marketing in earnest. There was growing discontent with promises made vs. product delivered by the 1950s; the current consumerism movement was crystallized in 1962 with the Consumers’ Bill of Rights. When consumers demanded value in their purchases, they increasingly turned to Japanese companies to study their methods of manufacturing only to discover that the Japanese had raised to an art form the same principles of continuous process improvement and high quality that American manufacturers had eschewed after World War II. It was TQM, and they called it a "Japanese" technique. American manufacturers have rectified most of their quality problems, and now court the American consumer in relationships, are environmentally aware and make increasing use of the Internet in order to market to one at a time. Bibliography lists 20+ sources. Consume.wps

Establishing a Research Sample Population : An 8 page paper discussing devising a sampling plan for market research for a new product. There are rules of common sense in market research, one of which dictates that the most useful responses will be those from users of similar products. In the case of an Internet-ready color television, that similar product is a computer and potential respondents are those already familiar with the Internet. The setting, Southeast Asia, can appear to be problematic because of the diversity of populations resident in the region, but examination of economic conditions shows that such does not have to be the case. Bibliography lists 11 sources. Respop.wps

Customer Satisfaction In Service : A 6 page paper discussing current views of ways to enhance customer satisfaction in service applications. Service has been a larger contributor to the overall economy for several years, and the trend is only growing. Businesses spend millions on market research and inventive new ways to build new customers, but too many neglect their existing customers and allow them to be unhappy with the service they have received. Despite all the market research and consumer behavior research of recent times, perhaps the best route to increasing customer satisfaction is that paved by small merchants of a less sophisticated era, when there was no discussion of "company policy" when a customer was unhappy, and the reasonable customer never, ever left unhappy with the solution Bibliography lists 15 sources. Custsats.wps

The Impact of Marketing on Children : An 8 page paper that discusses the significance of marketing focused on children on the interdependent relationship between children as consumers and parents. The author utilizes a number of sources that represent the current trends of advertising representatives. Bibliography lists 6 sources. Markchil.wps

Consumer Psychology : A 15 page paper that looks at the consumer response in three case situations applied against empirical data. Situtations: consumer of a watch, a switch from Marlboro reds to Lights; and the purchase of a JVC video recorder. These are all fictitious situations applied to the research studies surrounding consumer psychology and the affected interests applied to purchases. Bibliography lists 11 sources. Conpsy.wps

"Marketing Myopia" – Still Relevant After Nearly 40 Years : This 5 page report discusses "Marketing Myopia" that was written by Theodore Levitt for the Harvard Business Review in 1960. According to Levitt, Business leaders who continue to concentrate myopically on the bottom line, wooing the approval of Wall Street and shareholders for their quarterly earnings performance, are certain to get low marks in their aspirations as marketers. The issue is essential relationship is the one between organizations and their consumers. Bibliography lists 5 sources. Markmyo.wps

The Best Of Sales : A 4 page paper on selling and sales techniques. Creativity is the fun of sales; customer service provides the satisfaction. But the one outstanding feature of a successful salesman of integrity is his absolute honesty about his product. Bibliography lists 4 sources. Bestsale.wps

Interacting With Customers : A 4 page paper discussing today’s realities of customer relations. Today’s customers have myriad options and finally have regained their rightful position as the only reason for any business to exist. It is up to the organization to serve that customer in the best ways possible and to let the customer know that the business understands how important they are. The customer has known for a very long time. Bibliography lists 4 sources. CustRelations.wps

Outrageous Salesmanship : A 5 page book report on "Outrageous!: Unforgettable Service ... Guilt-Free Selling" by Scott Gross. This book takes a completely new look at the subject of salesmanship and illustrates, through the author’s own experience, how being a salesperson can be a fun and profitable experience by implementing outrageous and fun into the work place. His illustrations and examples of his own success leave the reader wishing they could visit a store such as the ones he worked in. Gross stresses that hard sells are not the way to go to truly get the customer’s attention and patronage. No additional sources cited. Outsell.wps

The Effects Of Background Vs. Foreground Music In Retail Stores : In this 2 page essay, the writer reviews an article documenting the subliminal differences and behavioral outcomes for/of those exposed to such while shopping in retail stores. It is argued that while background music is known to have a greater effect, type of music also plays a role with regard to customer demographics and preferences. No Bibliography. Storemus.wps

Market Research & The Creation Of A Survey : 12 pages in length. --Appropriate and well-thought out design is essential in creating useful surveys. Specific questions must be asked . . . and answered. Before undertaking any survey, the surveyor must be very clear on what information s/he hopes to discover and how that information should be used. Bibliography lists 8 sources. Svys.wps

Marketing To Urban African-Americans & Hispanics : A 16 page paper discussing ethnic marketing. In today’s business climate, every business must make the most of every opportunity it discovers. The urban African-American and Hispanic markets are formidable already, and only growing in their influence. Both segments carry the potential to significantly affect the fortunes of those companies offering products and services useful to them, but businesses at the same time must be responsible in their pursuit of these two segments. Bibliography lists 15 sources. Mkt-City.wps

The Internet & Business : An 11 page research paper which explores the business implications offered by marketing on the Internet. The writer includes such topics as possible problems, predicted growth of Internet marketing, potentials for international marketing, and others. Bibliography lists 10 sources. Netbus2.wps

The Internet’s Effect On Small, But International Business : An 8 page paper discussing the Internet’s contribution to the success of small business in the international market. Early hopes of Internet-based commerce have not proven themselves to be the route that such commerce was expected to take, but the growth of the Internet and its associated technology have become the lifeblood of many tiny businesses that otherwise would have remained tabletop businesses with only local influence. The most successful Internet ventures have been weighted to the advantage of products over services, but each has seen growth. The advent of the secure electronic transaction has relieved the fears of many who formerly were would-be purchasers that have now joined the growing numbers of consumers and businesses taking advantage of the opportunities of the Internet. Bibliography lists 8 sources. Interbus.wps

Marketing & The Internet : In this 4 page essay, the writer looks at the impact that telecommunications have had upon marketing. An overview of the Internet and on-line services is complemented by several case examples of successful business ventures. The point is kept simple. Bibliography lists 8+ sources. Mktginrt.wps

Marketing & The Internet # 2 : A 12 page research paper on how the Internet has changed marketing in a revolutionary sense. Several case examples of home businesses are provided and a brief overview of how on-line communications take place is provided. The role of such things as e-mail, marketing auto-responders, etc.;- -are analyzed in considerable detail. The writer presents the "pros & cons" of establishing a business on the Internet and provides information on those things which anyone should consider before pursuing such a venture. Bibliography lists approximately 12 sources. Mktginr2.wps

Marketing & The Internet # 3 : 10 pages in length. A basic overview of what marketing on the Internet is, how it works, and what the benefits provided by it are. The writer also presents several key issues to consider such as Internet security, costs involved, alternative to credit cards, and uniqueness of methods to consider when marketing on-line. Bibliography lists 8 sources. Mktginr3.wps

Marketing & The Internet # 4 : A 14 page research paper examining the past and anticipated growth of Internet commerce. Included are discussions of prior mobility restrictions of customers and the ease by which their governments could impose import restrictions, alliances between worldwide companies, such as IBM and MasterCard, to facilitate Internet marketing and increase security of transactions. Also discussed are some of the types of businesses involved in Internet commerce and outgrowth industries directly resulting from the growth of sales on the Internet, such as consulting companies devoted to increasing sales and outside site developers. Bibliography lists 10 sources. Netbus.wps

Marketing Air Freight On The Internet : A 10 page research paper which looks at what is needed to have a successful presence on the Internet for an air freight carrier. The writer specifically profiles the Web sites of FedEx and UPS examining the features which make these sites successful. Bibliography lists 6 sources. Airfreit.wps

United Parcel Service : A 6 page paper discussing the state of business at the world’s most admired package delivery service five quarters beyond the end of the first-ever strike against the company. While Federal Express and the Postal Service market directly to individual customers promoting their standard package delivery services, UPS is targeting the fast-growing business-to-business segment of Internet marketing in offering secure document electronic delivery. The paper includes a SWOT analysis, identification of stakeholders in the private company and an overview of marketing activities. Bibliography lists 4 sources. Upswot2.wps

Human Resources at Federal Express: This 4 page paper with annotated bibliography examines the role of human resource management at Federal Express in terms of the three strategies for the strategic business partner concept as delineated by Michelle Martinez and elaborated by Dave Ulrich. It finds that FedEx does conform to these 3 strategies and recommends a shift of HR personnel to the role of consultant and communication expert in addition to strategic positions. It then briefly examines the role of HR employees at the Boston Bank. Bibliography lists 8 sources. Hrfedex.wps

FedEx Corporation : A 15 page analysis of FedEx that includes an overview of the company and its operations and the challenges it faces in a very competitive market. One of the issues the company must deal with repeatedly is the attempt of unions to infiltrate the company. FedEx has won numerous awards for its human resources programs and it is these very programs that keep the unions out. Recommendations are offered for the issues facing FedEx at this time. Bibliography lists 8 sources. Fedex.wps

Three Companies of SIC 4513 / Air Freight & Package Delivery : A 6 page paper comparing the investment quality of Emery Air Freight, Federal Express and Airborne Freight. The paper compares business results, stock valuation, management effectiveness as expressed in terms of return on equity and return on investment, debt ratios and profitability. Stock performance for 1995–1998 is charted for each; another chart integrates the performance of all three companies over 12 months. Bibliography lists 6 sources. Aircomp.wps

Restaurant Marketing & The Internet : A 5 page paper that considers the use of the Internet as a means of marketing for chain restaurants. The writer demonstrates that the Internet provides exposure to specific demographic groups not readily available in other marketing formats. Bibliography lists 5 sources. Restint.wps

Marketing Music On The Internet : A 10 page essay on the past, present and future of music marketing. The discussion of the future of music marketing focuses primarily on various forms of Internet marketing. A few of the topics broached are marketing from its earliest days when nearly anyone could be published in sheet music but recordings were scarce, to radio-driven popularity/sales building, to today’s Internet market where the mass market approach is reduced to marketing to an audience of one, followed by some anticipated trends for the future. Bibliography lists 7 sources. Netmusic.wps

Internet Music Sales : A 6 page paper discussing the potential of online music sales in conjunction with the recordable CD-roms that are now available for consumer use. The retail music industry has been in decline for years, and the possibilities of basing sales on consumer choices rather than producers’ "hunches" could prove to the turning point for the entire industry. Combining the recordable CD-rom, high-speed modems and secure Internet transactions could prove to the saving grace of the changing music industry. Bibliography lists 4 sources. Netmusic.wps

Entrepreneurial Use Of The Internet : A 6 page paper discussing some of the reasons for the raging success of some businesses in Internet sales, while others languish and complain that it just hasn’t worked for them. The bottom line is that there is incredible potential for success on the Internet, but businesses must make it easier for consumers to find them and conduct business with them. The successes of Dell and Netscape can be used as readily available "how to" manuals: they offer full information on the product; they ask the consumer to purchase from the web site; they make site purchases easy; they offer guarantees of satisfaction. Bibliography lists 4 sources. NetEntr.doc

Netscape Communications Corporation : A 6 page research paper analyzing Netscape Communications. After presenting a brief history and financial data about Netscape, the writer discusses their recent problems and makes recommendations for the company. Bibliography lists 6 sources. Netscom.wps

World Wide Websites and Small Businesses : This 5 page report examines the opportunities available to small business through maintaining a website and marketing via the Internet. Bibliography lists 10 sources. Webiz.wps

Web Business / Going Global On The Internet : A 5 page essay discussing the challenges and opportunities that await a business when it decides to go global on the Internet. Bibliography lists six sources. Webiz2.wps

Salesmanship On The Internet : A 10 page essay discussing using the Internet as a sales tool. Electronic selling is very different than other kinds of media and the business person needs to consider numerous issues, such as the type of consumer that uses the Internet to make purchases. Many different aspects are discussed, including sales strategies, populations of consumers, tips for getting started, types of Internet resources one can use and more. Netsales.wps

Sales Techniques : This 11 page paper discusses the changing practices in sales and how salespeople are now approaching prospects and clients. The hard-sell is gone; today, there is a focus on relationships. Still, there are some techniques that successful salespeople use. These specific techniques are discussed. Bibliography lists 8 sources. Saletech.wps

Sucessfully Bringing Software To The Marketplace : A 10 page paper discussing the key components of a successful software launch. What are the problems facing developers? How can they be resolved? Bibliography lists ten sources. Software.doc

Adoption Of Information Technologies In Small Businesses : This 10 page research paper investigates the use of IT in small businesses. Topics include how small businesses are using information technologies, the percentage using IT, the issues and obstacles, the advantages, research and development grant opportunities and the outlook for the future. Bibliography lists 8 sources. ITsmall.wps

Marketing’s Environmental Impact : 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. Envmktg.wps

Marketing’s Environmental Impact / Book Review : 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. Myopia.wps

Marketing Research Proposal Targeting a Specific Population: This 10 page report discusses the issues surrounding marketing research and a proposal for the appropriate market research as associated with a home office work chair designed, produced and marketed by the fictitious company "HomeWorkInk" for the female home office owner. Bibliography lists 10 sources. BWmkt.rtf

Model Marketing Campaign : A 9 page marketing campaign designed for the cooperative Almagated United Growers Company. Information on trends, competition, demographics, target marketing, objectives, and more-- are broken down into a set of formal stages. An excellent reference for anyone studying marketing. Bibliography lists 9 supporting sources. Campmktg.wps

Marketing A Fictitious Product / Plan : A 16 page marketing plan for a fictitious product : an "all-in-one" toothpaste & mouthwash gel. The writer analyzes true statistics to evaluate the toothpaste & mouthwash industries individually, their markets, and whether this product will be successful. Product, pricing, promotion strategy, etc; are all presented as is a brief overview of how success will be continually measured and maintained. Bibliography lists 13 sources. Tootmout.wps

Marketing Plan for DirectInvest Brokerage Service : A 10 page paper presenting a marketing plan for a startup online brokerage services firm. The online discount broker is the current news of stock trading. At just over 200,000 trades daily involving more than 100 million shares of stock, Internet trading still represents only a fraction of the total volume of any major exchange, but that volume grows at nearly 50% annually and is expected to grow at an even higher rate after totally secure transactions are assured for trading, as well as with the growth of the Internet. This marketing plan presents a current view of the industry and determines ways that DirectInvest can outlast the competition. Bibliography lists 11 sources. Directin.wps

Managing a Marketing Campaign / Gambling Via Computer : 5 pages on how to creatively market computer-based gambling casinos to the American people. The writer discusses the existing market, niche, and very basic procedures. No Bibliography. Perscom2.wps

Managing a Marketing Campaign / Word Processors that Understand Speech : 6 pages discussing basic ideas behind how the writer would market a fictitious product called "Speak Your Mind, Version 1.0"-- which would enable users of common word processors to literally speak to their computers-- giving them commands verbally instead of via keyboard. Bibliography lists 3 sources. Perscomm.wps

Marketing Plan Evaluation : A 6 page comprehensive overview of how corporations develop marketing/advertising plans and then evaluate their effectiveness. Specific examples are provided. Bibliography lists 6 sources.

Marketing Plan / Overview to Increase Sales : 5 pages total. A short overview of plans for a computer company to augment its sales volume of laptop computers. Using basic marketing techniques, the strategy described seeks to better define the company's target niche and develop a plan to reach it. First page is a sample excerpt from the "Minutes" of a previous executive board meeting (in accordance with "Robert's Rules"). Paper concludes with a brief outlook for the future. No Bibliography. Laptops.wps

Marketing Plan For A Community Nursing Program : A 6 page paper on recruiting student volunteers to work with homeless children at a homeless shelter. The writer describes the methods proposed to recruit volunteers along with unique innovations to motivate students. Techniques for assessment of the program are described. Bibliography lists 6 sources. Nursemar.wps

Marketing Plan For A Community Nursing Program # 2 : A 5 pager on recruiting women from an inner-city homeless shelter to attend S.T.D. workshops. The writer describes the methods proposed to recruit them as well as how to evaluate whether or not these are successful. Bibliography lists 5 sources. Nursemar2.wps

Marketing Plan / Lush Ice Cream and Sorbets : A 12 page marketing plan. Lush Ice Cream and Sorbets is a startup company that is far from just another ice cream manufacturer. The company’s target market is comprised of vacationers visiting coastal resorts along the North and South Carolina coastline. Lush offers a few standard ice cream flavors (i.e., chocolate and vanilla), but nearly all the product line is composed of high-quality "bar flavors." That is, Mudslide ice cream and Margarita sorbet. All are non-alcoholic, and all are packaged in reusable thermal mugs that carry advertising at least of Lush and specific resorts, but is open to other local businesses as well, such as higher-end restaurants serving the tourist trade. Ben & Jerry’s shows an example of a regional business turned national; Lush has determined to grow as a collection of regional successes administered by one central location. Bibliography lists ten sources. Lush.wps

Marketing Ben & Jerry’s Ice Cream : A 10 page paper discussing general marketing at Ben & Jerry’s. There is a growing demand for superpremium ice creams as well as the more health-conscious lower fat products of frozen yogurts and sorbets. Ben & Jerry’s offers all those choices already, served with social responsibility and a good deal of fun. The company operates its marketing function fully in-house and on a notoriously low budget. Lately, analysts have indicated that Ben & Jerry’s should concentrate more on selling Rainforest Crunch than on saving it, and the company has entered into an agreement for archrival Haagen-Dazs to assume national distribution duties. Ben & Jerry’s has a history of breaking marketing rules to their advantage, but this rule is the biggest one broken to date. Bibliography lists 13 sources. MktBen.wps

The Parrot Place Marketing Plan : A 12 page marketing plan for the sale of species of large parrots, domestically bred and home-, rather than store-, raised. The paper includes sections headed Situation Analysis, Background, Marketing, External Issues, Regulatory Issues, Goals and Objectives and Marketing Strategy. Sales of the larger tropical parrots has now surpassed that of cats to make these birds the number two selling pet class in the United States today, but corruption is rampant in the industry. Smuggling of exotic wildlife is second only to the smuggling of illicit drugs in estimated "street value," and it has the effect of decimating wild populations of these amazing creatures, some of which are listed as endangered worldwide. The Parrot Place offers accountability and guarantee of domestic breeding, supplying the growing market while at the same time protecting wild populations. Bibliography lists seven references. Parrot.wps

Marketing Plan for California Financial Computing, Inc : A 12 page paper discussing a software company’s need for changing their marketing focus. The primary source of the success of the business has been their relationship with the savings and loans financial institutions in the state of California. Those institutions are quickly diminishing in number, however, as federal regulations prohibiting wide geographical coverage by mainstream banking have been relaxed and merger activity has increased to levels never before seen. The company believes that their continued success depends on their ability to also serve the more standard branch of banking, and sees the Year 2000 problem as an opportunity to aid their entry into that market. Bibliography lists 10 sources. Mktgcal.wpd

Where Retailers Win Out Over Direct Marketers : 10 pages in length. Direct Marketing has been an important avenue to increased sales for years, and as people’s lives get busier, sales resulting from direct marketing activities have only grown. Even with the increased costs of printing and postage, catalogs sales still are big business, and the growth of the Internet promises only further increases. One area in which direct marketing of products has not entirely taken off is that of educational supplies and products. Educational software sales are strong through direct marketing, but supplies themselves are still more the domain of physical retail outlets. Bibliography lists 10 sources. Directma.wps

Network / Multi-Level Marketing : A 12 page paper. Called a scam by some and the "future of marketing" by others, multilevel marketing (MLM) most likely lies somewhere in between. Of course, there are MLM scams that are nothing more than thinly disguised pyramid schemes, but there are also many reputable MLM companies, such as Mary Kay Cosmetics. Conceiving of a world in which MLM supplants traditional retail efforts is difficult, but MLM remains an alternative channel of distribution to meet the needs of the consumer. MLM appears to be a permanent alternative, but not one that will overtake the corner grocery. Bibliography lists 11 sources. MLM.doc

Upside-Down Organizational Pyramid : 5 pages in length. Petra Nelson is one of the up and coming business owners who appreciates the contribution of everyone on her staff, from the highest paid manager to the college student who works part-time for minimum wage. She is of the mindset that all input is worthy of consideration -- no matter if the content is positive or negative -- in order for her upscale clothing store to become and remain successful. In an attempt to prove her point, she is implementing a complete reversal of what has come to be known in the industry as the organizational pyramid: Rather than follow the standard method of the pyramid, she has decided to begin a new trend by turning it upside-down. The writer discusses the concepts of an upside-down organizational pyramid. Bibliography lists 2 sources. OrgPyr.wps

Effect Of Warfare On International Marketing / Trading : A 10 page research paper that explores the effects of warfare on trading between and among countries, both those actively involved in the war and those who do business with one or more of the countries at war. Specific examples are given. Bibliography lists 8 sources. Wartrade.wps

Independent Garden Center Marketing : 8 pages in length. A retailer says, "if the chains are steamships plowing through the ocean, then we have to be the cigarette boats zipping around and through them and changing direction on a dime. That must be our advantage when going up against the tremendous cash and resources of the biggies." Landscape plants are available at nearly every home-oriented center or grocery store, but knowledge of them is not. The independent garden center certainly faces challenges when a giant discounter shares their market, but the independent has advantages that the corporate giant does not. This paper presents a few of those advantages. Bibliography lists 11 sources. Gdn-Ctr.rtf

Database Marketing : A 10 page research paper examining how databases are having a revolutionary effect on how products and services are advertised. The writer explores their positive uses as well as problems that are being encountered. Bibliography lists 5 sources. Dbsmktng.rtf

Pyramid Schemes vs. Multilevel Marketing : This 30 page research paper investigates the differences between pyramid schemes and multilevel marketing operations with examples of each. The paper is based on a problem solving activity for a company that intends to sell electricity through an MLM program but the company's failure to do certain steps left them open to be charged with operating a pyramid scheme. The writer offers an alternative plan for the company. Sections include: Introduction, statement of the problem, literature review, including MLM on the Web, evaluation of the plan, recommendations and conclusions. Two illustrations are provided. Bibliography lists 25 sources. Pyram.wps

Service Marketing : This 15 page research paper investigates successful strategies for service businesses to use to market their services. Techniques that have proven to be successful are discussed and explained. Internet Access Service Providers are offered as illustrations of how service industries can be effectively marketed. American Online is emphasized because of the errors they made as well as because they hold the lion's share of the market. Bibliography lists 14 sources. Servicem.wps

Marketing / Relationship & Transactional : This 12 page research paper discusses the differences between the relationship and transactional approaches to marketing. Specific examples of companies using each are included. Also included are examples of how companies have tried to buy customer loyalty - unsuccessfully. Which approach will be required for future competitiveness is discussed. Bibliography lists 8 sources. Reltrans.wps

Psychographics -- NOT a Valid Marketing Tool : 2 pages in which the writer makes argumentative points concerning psychographics. It is believed that they are exaggerated, misleading, and very often constitute examples of "foul play" in marketing. No Bibliography. Psychog.wps

Neiman Marcus Stores : An 8 page paper discussing one of America’s favorite retailers. No other retailer’s holiday catalog makes the morning new shows as soon as issued each year, and few even attempt to maintain the level of customer satisfaction to which Neiman’s is committed. Certainly there have been problems over the years, but Neiman Marcus has successfully remained small and merger-free. Neiman’s has some of the most loyal customers of any retail establishment. The company is committed to not taking advantage of that loyalty or betraying it, and customers continue to respond favorably while Neiman’s fortunes continue to improve. Bibliography lists 11 sources. Marcusn.wps

Retail Clothing Store Layout : A 3 page assessment of in-store retail marketing technique at Edison Bros. Incorporated's "Oaktree" clothing chain (in malls across the U.S.). Window display, merchandise arrangement, style, etc; are some of the key topic examined (based on the writer's observations). No Bibliography. Oaktree.wps

Critical Factors Facing the Athletic Footwear Industry: This 14 page report discusses issues of concern in the athletic footwear industry with a particular focus on the challenges and changing aspects of management that have made an impact on the industry. The past 20 to 30 years have seen numerous significant changes in the athletic footwear business. As lifestyles have become more informal and more active, athletic shoes have become far more acceptable in numerous social situations that, at one time, would have required far more "proper" footwear. Bibliography lists 13 sources. BWshoe.rtf

Sample S.W.O.T. Analysis / Marketing A Soccer Camp : A sample 5 page S.W.O.T. analysis in which the writer evaluates the Strengths, Weaknesses, Opportunities, & Threats faced by individuals seeking to open a soccer camp dedicated to teaching area children the finer points of the sport. The entrepreneurs in this case will commit to heavy fixed costs with a break-even point highly dependent upon the attraction of significant clientele. Thus, this S.W.O.T. analysis would be of great potential use to the company, in determining the feasibility of their proposed business venture. No Bibliography. Swots.wps

Shopping From Home : 25 pages in length. A thorough discussion of the home shopping network, QVC and others. The writer looks at their history, growing popularity and the future of at-home & on-line shopping. Bibliography lists 12 sources. Homeshop.wps

Surveys and their Reliability : 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. Surveys.wps

Distributive Negotiations and Automobile Sales : A 5 page paper that provides an overview of the processes involved in distributive negotiations and applies them to automobile sales. This paper also demonstrates the most effective avenue for success in car sales negotiations. Bibliography lists 2 sources. Carsales.wps

Marketing A New Private Investigation Business : A 7 page paper on starting a PI business. The papers main focus is on how the marketing mix’s four major parts: price, promotion, product, and distribution are applied to starting a private investigation business. Privinv.wps

The Health Club Industry : A 10 page paper leading with an analysis of the health club industry and ending with excerpts of a sample business plan for a health club located in a city of 400,000 with a high-percentage population of professional and white-collar workers. Formerly only the realm of those seeking to improve their appearance, the health club of today is striving to be just that—a true health club. New clients admitting their presence is only in response to an effort to "look better" of course are accepted, but most responsible health clubs attempt to steer them more toward the benefits of improved health. Bibliography lists seven sources. Healthc.wps

Sports Marketing / Research & Reality : A 12 page research paper on some of the basics, and importance of, market research in the field of sports marketing. The paper looks at some of the marketing activities of (1) auto racing, now the country s second most popular sport (surprise!) following only football in revenues and viewership; (2) Notre Dame, alone among college sports organizations who conduct their own licensing pursuits; and (3) the Carolina Hurricanes, an ice hockey team that ended the 1996 hockey season as the New England Whalers, based in Connecticut. A baseball analyst wrote in 1992 that the national organizations were damaging the future of the national pastime by following only the immediate dollar without working for the good of the game, and his predictions seem to have been realized. Bibliography lists 11 sources. Sports.doc

Marketing Plan / Lush Ice Cream and Sorbets : A 12 page marketing plan. Lush Ice Cream and Sorbets is a startup company that is far from just another ice cream manufacturer. The company’s target market is comprised of vacationers visiting coastal resorts along the North and South Carolina coastline. Lush offers a few standard ice cream flavors (i.e., chocolate and vanilla), but nearly all the product line is composed of high-quality "bar flavors." That is, Mudslide ice cream and Margarita sorbet. All are non-alcoholic, and all are packaged in reusable thermal mugs that carry advertising at least of Lush and specific resorts, but is open to other local businesses as well, such as higher-end restaurants serving the tourist trade. Ben & Jerry’s shows an example of a regional business turned national; Lush has determined to grow as a collection of regional successes administered by one central location. Bibliography lists ten sources. Lush.wps

Factors Influencing Consumer Decisions : A 15 page paper examining consumer choices and marketing targets in 3 areas: (1) the choice of one brand of watch over another of similar price and quality; (2) a smoker’s switch from Marlboro to Marlboro Lights; and (3) brand choice (JVC) in a first-time video purchase. Advertising methods and rationale, and customer satisfaction are discussed. Bibliography lists 7 sources. Deci.wps

Marketing Cigarettes To Adults : An 8 page paper discussing a plan for marketing cigarettes to adults currently smoking. The target market is young (20s) adults of lower-middle income with a high school education and perhaps some college. Because of ethics issues of marketing tobacco to minorities and because of demographic data indicating that Caucasians exhibit the highest smoking rates, these cigarettes will be marketed only to Caucasian consumers, and primarily to men. This brand is to be manufactured solely from domestically-grown tobacco, unheard of in today’s market, that carry no possible residues of pesticides accepted in foreign countries but not labeled here for use on tobacco. Being made of totally domestically-grown tobacco will result in the final product carrying a slightly higher price than its competitors, but it will be marketed on the basis of its higher quality resulting from the same reason. Bibliography lists 5 sources. Cigmkt.wps

Marketing Plan for Affordable Housing : A 10 page marketing plan for concentrated home building. Materials and labor costs are higher than ever before, but there is a real need for affordable housing that serves that middle ground between public low-income housing and the soaring transitionals going up on postage-stamp sized lots in developments across the nation. A niche has opened to the builder committed to quality and to holding down costs where ever possible, as many would-be home buyers find most new housing beyond their reach. Building in accordance with the standards of government-backed lenders assures acceptance by nearly every mortgage broker, many of which are seeking additional funding opportunities themselves as the wave of refinancing and upper-end new home purchases slows. Bibliography lists 7 sources. Affordh.wps

Marketing Used in the 1992 Presidential Campaign : A 6 page paper exploring the marketing maneuvers of the 1992 presidential campaign. Stresses that it is marketing that determines our political leaders and gives numerous examples of the marketing strategies used by Bill Clinton, George Bush, and Ross Perot. Bibliography lists 6 sources. Presmark.wps

Buying A Car : A 6 page paper that considers the economic elements of purchasing a car. This paper evaluates things like: the use of the blue book, getting the best buy, differences between new and used cars, and the long-term implications of car buying. Bibliography lists 5 sources. Carbuy.doc

Purchasing Practices and Policies / Food & Beverages : This 8 page paper explores purchasing policies and practices. Specific and brief mention is made to food and beverages for hotels and restaurants, however, the policies are generic. Bibliography lists 7 sources. Foodpurc.wps

Industrial Marketing in the 1990s : An 18 page research paper that examines how marketing has changed during the 1990s. Specifically looking at how these changes have impacted IBM and the personal computing industry, the writer analyzes the changing landscape of industrial marketing and the forces that shape today's marketplace. Bibliography lists 13 sources. Indmark.wps

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