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