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Papers On Marketing & Consumer Behavior
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"A Cautionary Tale of the Real Cost of Cards"
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This 3 page report discusses a December 19, 2003 article in The National Post, in which Canadian journalist, political pundit, and poet, Patricia Robertson presents what she calls "A cautionary tale of the real cost of cards." Highlights of the article regarding the current high rate of consumer credit card debt and what causes it are presented. Bibliography lists only the primary source.
Filename: BWcnsume.rtf
"Fish" Fundraiser for the Loyal Order of Moose
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This potential plan has been developed for the
Moose Club as a fundraiser within their local
community. It has been designed to be fun for
both volunteers and participants, with the added
design factor of being repeated on a yearly basis.
(Bibliography lists 6 sources.
Filename: BBfish.doc
"The End of Marketing"/ Sergio Zyman
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A 5 page summation and analysis of Sergio Zyman's book The End of Marketing As We Know It. The writer explores how expert marketer Sergio Zyman targets the current "sacred cows" of marketing, a strategy that –considering the veneration that many of these concepts receive—is rather like pointing out that the Emperor isn't wearing any clothes. Zyman asserts that marketers have become so entranced by the process that they've lost sight of the goal—to sell stuff. The writer also includes a brief comparison to Levitt's Marketing Imagination. No additional sources cited.
Filename: khendmar.wps
"The Experience Economy"
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A 4 page review of the economic insight provided by Joseph Pine and James Gilmore. This paper affirms these authors' argument that there has been a transition from a goods-based economy to more of an experience-based economy. Bibliography lists 2 sources.
Filename: PPecnExp.rtf
"The Grapes of Wrath": Market Structures
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A 5 page paper which examines three market structures seen in John Steinbeck's novel "The Grapes of Wrath." The market structures examined are monopoly, oligopoly, and pure competition. No sources cited.
Filename: RAgrpmar.rtf
"We Have No Time For Marketing Research!"
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This 12 page paper discusses a statement made by a senior management of a UK charity organisation "we have no time for marketing research", identifying the pertinent issues in the scenario and explaining the significance of marketing techniques in addressing these issues. The paper shows how marketing research may take up some time and resources but may make a net contribution to any organisation. The bibliography cites 11 sources.
Filename: TEmarketing.rtf
'Got Milk?' Campaign
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5 pages in length. The writer discusses the 'Got Milk?' campaign as it relates to the future of milk consumption. Bibliography lists 1 source.
Filename: TLCmilk.wps
'Marketing Myopia' - Still Relevant After Nearly 40 Years
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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.
Filename: Markmyo.wps
2 Article Critiques/Leisure Research
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An 11 page extended version of the research covered in kh2lei.rtf. Each article analyzed reports on specific research studies that pertain to tourism and leisure research. Each article is examined for strengths and deficits and then a concluding discussion of the research methodologies that they represent is offered. Bibliography lists 4 sources.
Filename: kh3lei.rtf
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