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Papers On Marketing & Consumer Behavior
(Page 1)
.
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

Brand Equity Marketing : A 12 page paper that discusses the
importance of brand names, brand loyalty, brand equity and
brand asset marketing. Examples of the value of brand equity
are provided. Creating global brand equity is also discussed
with an emphasis on Japan, considering cultural differences.
Bibliography lists 10 sources. PGbrandequity.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

Service With a Smile - The "Soft" Touch Revisited :
A 3 page paper that defines the characteristics of effective
service encounters and argues that a point somewhere
between the pretense of "emotional labor" and the overkill of
too much technicality is the best vantage point for customer
relations. Included is a discussion of the "soft" skills inherent
in emotional intelligence as well as a short summary of the
characteristics displayed by individuals possessing these skills.
Bibliography lists 15 sources. LCServce.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

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