ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Market Segmentation by Art Weinstein
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3 pages in length. Compares the title book to that of Ogilvy on Advertising by David Ogilvy and The Marketing Imagination by Theodore Levitt. The focus of this book is on the target market and how to discover it.
Filename: JGAogilv2.wps

Market segmentation: white goods
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A five page paper which looks at market segmentation with reference to the sale of white goods in Europe, especially with regard to socio-economic and cultural variations in the customer base. Bibliography lists 3 sources.
Filename: JLwhiteg.rtf

Market Structure
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This 5 page paper considers the different market competition models ; perfect competition, monopolistic competition, oligopoly and monopoly. The paper describes each of these in detail giving examples of the markets and explaining how they work. The bibliography cites 2 sources.
Filename: TEcompst.rtf

Marketer Call Lists and Privacy
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This 3 page paper examines a case study submitted by a student where a firm generates lists for telemarketers. The ethics of these lists which are tied to credit history are discussed. No sources.
Filename: SA313mkt.rtf

Marketing
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This 9 page paper answer three questions; what is the difference between marketing to businesses and consumers, how the internet may be used strategically in a marketing campaign and what the value of personal communication in marketing is. Numerous examples are cited throughout the paper. The bibliography cites 7 sources.
Filename: TEmarqu2.rft

Marketing “Hogs” - Harley-Davidson’s Enduring Allure
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A 15 page paper examining marketing practices at this company and making recommendations for the future. With mergers and acquisitions and greater pressures to grow faster than ever, there are fewer numbers of truly old companies in the United States. Recently celebrating its 100th birthday, Harley-Davidson has avoided – though narrowly at times – becoming a statistic of a great American company that no longer exists. The purpose here is to answer questions about its marketing practices as it continues to build on its decades-old reputation and unique mystique. Bibliography lists 17 sources.
Filename: KSmktgHogs.rtf

Marketing “Trados” Translation
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This 5 page report discusses the marketing strategy for an innovative company marketing translation software. “Trados” has demonstrated that it has the innovation and talent to develop products that fill the software needs (and wants) of a broad range of consumers. Therefore, it must develop and follow a clear and specific marketing strategy to assure that the product is the success they believe it can be. Trados must carefully research the market it most wants to reach and then determine how and why their product is the best match for the members of that group. The first step for Trados is a total awareness of its former and future customers. Bibliography lists 8 sources.
Filename: BWtrados.wps

Marketing "Honor System," a Plagiarism Detection Device
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A 5 page paper marketing a plagiarism detector system that accepts electronic files, but focuses on analyzing hard copy for plagiarized content. The Honor System machine works on the same principle as any standard fax machine. The machine digitizes content and transmits it to the Honor System servers, where the data is analyzed for similarity to published works and those that other instructors already have submitted for analysis. The machine produces a one-page report in hard copy, similar to the confirmation page produced by fax machines with that capability. The paper includes a review of features, benefits and cost, and provides ordering instructions. Bibliography lists 1 source.
Filename: KSmktgEduPlagDet.rtf

MARKETING - ESSAY QUESTIONS
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This 7-page paper discusses aspects of marketing. Included are how Starbucks is a "New Era" corporation, a SWOT analysis for a start-up brewery, and the positioning of hybrid cars to different market segments. Bibliography lists 2 sources.
Filename: MTmarkvari.rtf

Marketing / A General Overview
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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.
Filename: Genmkt.wps