Celebrity Endorsements
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A 6 page paper that discusses celebrity endorsements of various products. Using famous people to endorse or promote a product is not a new concept but it is one that is being seen a large proportion of marketing campaigns. This paper discusses the reasons for using celebrities, the need to match celebrity with product, the need for the celebrity's credibility and what companies can do to protect themselves against potential scandals involving the celebrity endorsing their products. Examples are provided. Bibliography lists 4 sources.
Filename: PGclbend.rtf
Paper Title: Celebrity Endorsements

Cell Phone Market in Taiwan
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This 10 page paper examines the cell phone handset market in Taiwan. The paper looks at the way the market is segmented, the leading brands including Nokia, Motorola and BenQ. The paper considers how the handsets are marketed, performs a SWOT analysis and explores different approaches seen between the companies and between Taiwan and the US. The bibliography cites 7 sources.
Filename: TEtaiwcell.rtf
Paper Title: Cell Phone Market in Taiwan

Changes in Advertising over the Last Half Century
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A 6 page paper focusing on the change of influence of advertising elasticities. The question being considered here is, “The Elasticity of advertising has been falling since the mid 1950s for most products and for most industries. Does this mean the end of formal promotion techniques?” The short answer is that it does not. The justification for this answer takes the form of a brief discussion of the 4 Ps of marketing that emphasizes promotion. The paper also provides some historical perspective regarding consumers’ desire for value. Bibliography lists 7 sources.
Filename: KSmktgAdvert1950s.rtf
Paper Title: Changes in Advertising over the Last Half Century

Changes in Advertising Since the 1950s
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A 7 page rewrite of the paper titled, “Changes in Advertising over the Last Half Century” containing much of the same text but presented from a different perspective. This paper includes more information about how advertising was done in the 1950s and why advertising elasticity measures were more applicable then. The landscape has changed dramatically, however, and the 1950s adage, “you get what you pay for” generally no longer applies. Formal promotion techniques still are relevant, but in a different form than that which was relevant a half-century ago. Bibliography lists 7 sources.
Filename: KSmktgAdvert1950s2.rtf
Paper Title: Changes in Advertising Since the 1950s

Changes In Consumer Behavior & Their Implications for Marketers
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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.
Filename: Consume.wps
Paper Title: Changes In Consumer Behavior & Their Implications for Marketers

Changes in Marketing Communications
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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 their own brands produced by outside manufacturers. The bottom line appears to be that marketing communications practice is changing in response to changing consumer needs, a pattern that has been repeated throughout advertising history. The notion that “the traditional manufacturers brand is an outdated concept” superficially appears to be overstated, but may well be an accurate observation. Bibliography lists 13 sources.
Filename: KSadvMktgComm.rtf
Paper Title: Changes in Marketing Communications

CHANGES IN THE CONSUMING BEHAVIORS OF AMERICANS AND THE INFLUENCE OF MARKETING
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This 3 page paper discusses the influence that marketing has on culture and the average american person. Bibliography lists 1 source.
Filename: MBamerican.rtf
Paper Title: CHANGES IN THE CONSUMING BEHAVIORS OF AMERICANS AND THE INFLUENCE OF MARKETING

Changes in the Mail Order Industry
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A 20 page paper discussing trends in this "old" approach to retailing that now is the fastest-growing segment of the industry. Sears believed mail order certainly was dying. Unfortunately, the aspect of retail sales that was in decline was that which the company chose to keep when it ended the 105-year history of its catalog perations. As life becomes more pressured in terms of time, increasing numbers of shoppers are abandoning physical retail outlets in favor of mail order. Even Sears has reentered mail order in the form of Internet sales, which posted amazing growth during the 1999 holiday season. Other notable companies are discussed here, including Fingerhut, Brylane's and Lillian Vernon. Bibliography lists 11 sources.
Filename: KSmailOrdr.wps
Paper Title: Changes in the Mail Order Industry

Changing Image and Preparing a Presentation
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This 3 page paper looks at 2 issues. The first part of the discusses what a company such as Kninko would need to consider if they wanted to change their imager, the second part f the paper looks at why it is important that a company such as Kinko analyse a presentation before they give it to a potential customer and why it is important that they understand who audience are. The bibliography cites 3 sources.
Filename: TEimagepr.rtf
Paper Title: Changing Image and Preparing a Presentation

Channel Development and Pricing
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A 2 page paper discussing the results of a marketing simulation, one focusing on pricing and profitability of computers and printers in England. The simulation requires accounting for both profitability and unit sales. Bibliography lists 2 sources.
Filename: KSmktgSim3a.rtf
Paper Title: Channel Development and Pricing

CHANNEL MARKETING ESSAY QUESTIONS
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This 3-page paper focuses on the concept of channel marketing as essay questions are answered. The questions posed include the difference between conflict and competition in channel marketing and channel management issues associated with economic conditions such as inflation, recession and deflation. Bibliography lists 1 source.
Filename: MTchamar.rtf
Paper Title: CHANNEL MARKETING ESSAY QUESTIONS

Chicken's Compatibility with Pizza
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A 10 page paper discussing the decision to adopt Buffalo wings as a standard menu item among pizza chains. Following continuous and sustained growth throughout the 1970s and 1980s, the pizza industry suffered flat growth and even pockets of decline in the early 1990s. Aging baby boomers, health concerns with high-fat foods and likely a measure of boredom with pizza have all contributed to the decline. Pizza makers of all sizes are searching for alternatives. Most have expanded their pizza choices, and many have settled on chicken wings as a workable add-on item. Includes 2 tables. Bibliography lists 7 sources.
Filename: KSpizzChic.wps
Paper Title: Chicken's Compatibility with Pizza

Children And Youth As Consumers
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This 15 page paper begins by providing data about the population of children in the U.S., divided into age groups. The paper then discusses the astounding buying power of children under the age of 18, both in terms of direct purchases and in terms of influencing parents' purchases. Data are then reported regarding the types of purchases children make. Following these data is a comprehensive discussion of the consumer socialization process as it relates to youngsters. This discussion inherently includes cognitive and social developmental processes and the identification of three specific types of consumer segments in which children are categorized. At the end of this section, the writer comments about how marketers use children to influence their parents' purchasing decisions as well as their own direct purchases. Bibliography cites 15 sources.
Filename: PGchlcon.rtf
Paper Title: Children And Youth As Consumers

China; Marketing Media
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Marketing in China is a growing industry. This 3 page paper looks at the positive aspects and negative aspects of media advertising industry in China. The paper includes a consideration of free postcard advertising. The bibliography cites 2 sources.
Filename: TEmedchina.rtf
Paper Title: China; Marketing Media

Choosing a Site for the H Car
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A 7 page paper selecting an international site for launching an environmentally-friendly car model. General Motors Holden, Australia (GMH) has developed a hydrogen-powered car (the H car), and originally intended to market it first in Australia. The managing director has requested that the marketing director identify a foreign country that appears to be attractive as an alternate launch site. The country identified as being one of the most favorable sites is South Korea. Selection was made from a regional bloc of nine Asian and Southeast Asian nations including both mature and developing economies. Final selection was made on the basis of political stability, per capital income and interest in environmental issues. Bibliography lists 7 sources.
Filename: KSintlBizCtrySel.rtf
Paper Title: Choosing a Site for the H Car

Choosing the Best Media
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This 3 page paper determines and evaluates the key elements that a Media Planner would have to consider when faced with the task of selecting primary and secondary media for the launch of a new city health and fitness club. The bibliography cites 2 sources.
Filename: TEmedchoice.rtf
Paper Title: Choosing the Best Media

Cinnabon; Competitive Analysis
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This 8 page paper examines Cinnabon and performs a strategic external analysis of the company in the wider environment. Using Porters Five Forces model as a framework to look at factors such as market attractiveness, major trends, value delivery systems as well as a customer and competitor analysis. The bibliography cites 9 sources.
Filename: TEcinnabon.rtf
Paper Title: Cinnabon; Competitive Analysis

Coca-Cola Marketing Strategies
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A 10 page paper. The Coca-Cola Company has been the world's largest producer of carbonated soft drinks for many years. It holds that position through diversification, development of new products, creating new markets, and market penetration. This essay reports and discusses the company's marketing mix, how they target niche markets, and how they position the company. Bibliography lists 12 sources.
Filename: PGcokemk.rtf
Paper Title: Coca-Cola Marketing Strategies

Coca-Cola Strategic Situation
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A 6 page paper providing analysis of Coca-Cola according to Porter's five forces, competitive analysis and SWOT analysis. The company's focus has been selling product, but it may have finally learned the necessity of selling the customer. In the end, it will make little difference what Coca-Cola wants to be or wants to provide to its market. Coca-Cola has not yet evolved past the mid-1990s; bringing it into the present will be among new CEO E. Neville Isdell's greatest challenges. Bibliography lists 8 sources.
Filename: KScokeSWOT.rtf
Paper Title: Coca-Cola Strategic Situation

Coca-Cola: International Marketing Strategy Shift
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A 20 page paper discussing the shift in Coke’s marketing perspective from a global view to one that is much more local in its approach. The company suffered massive setbacks in Europe when contamination in cans sold in Belgium and northern France sickened consumers. This is one reason for the shift away from the global focus, but there are others as well. The purpose here is to examine the shift from global to local focus, particularly as it applies to Coca-Cola France. Bibliography lists 18 sources.
Filename: KScokeIntFr.rtf
Paper Title: Coca-Cola: International Marketing Strategy Shift

CoCo Jewelry Online
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A 7 page paper discussing site design and ease of use by customers in an e-commerce environment. The paper uses the site of http://www.cocostore.biz/ for evaluation of the site and recommendations for improvement. Bibliography lists 2 sources.
Filename: KSitCoCo.rtf
Paper Title: CoCo Jewelry Online

Coffee Culture and Consumerism
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This 15 page paper looks at coffee culture throughout the world and how it affects consumer behavior. Turkish coffee is highlighted. The history of coffee is also included as part of the study of coffee culture. Bibliography lists 8 sources.
Filename: SA108Cof.wps
Paper Title: Coffee Culture and Consumerism

Colgate and the Toothpaste Market in the US
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This 6 page paper examines the developments and use of technology by Colgate Palmolive in the toothpaste market in the United States. This is placed in the context of the larger toothpaste and oral hygiene market looking at distribution and general market trends. The bibliography cites 6 sources.
Filename: TEtoothpastcol.rtf
Paper Title: Colgate and the Toothpaste Market in the US

Collecting and Using Marketing Data; The Case of Tesco
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This 4 page paper looks at a company that has shown great skills in the collection and use of market data. Tesco, a UK supermarket, has used its’ ability to collect and analysis market data to create a competitive advantages. This paper looks at how the data collection takes place and why the data collection has been so successful. The bibliography cites 2 sources.
Filename: TEmarktesco.rtf
Paper Title: Collecting and Using Marketing Data; The Case of Tesco

Collecting Data in Developed and Developing Nations
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This 24 page paper examines the differences and similarities when collecting data for marketing purposes in developed and developing countries. This is examined from the perspective of various influences including culture, ethics, marketing, political, legal, economic, structural, informational and technological and sociocultural factors. The bibliography cites 23 sources.
Filename: TEdatadevc.rtf
Paper Title: Collecting Data in Developed and Developing Nations

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