ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Marketing Challenges and Aluminum Bats
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This 7 page report discusses the controversy regarding aluminum versus wood in baseball bats and decreasing the maximum allowable diameter - increasing the weight of the bat . . . who knew there could be so many issues related to baseball bats!? And who knew these issues could be the basis for lawsuits, heated debate, and endless discussion in the sports magazines and between baseball “analysts.” As a result, marketers face enormous challenges but they also have remarkable opportunities. Bibliography lists 7 sources.
Filename: BWalubat.rtf

Marketing Changes for KFC
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This 3 page paper reviews an article about Kentucky Fried Chicken that appears in a 2005 issue of Advertising Age. KFC's strategies are explored. No additional sources cited.
Filename: SA519KFC.rtf

Marketing Channels: Online Education
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A 5 page paper discussing channel change in higher education. Distance learning in whatever medium is not a new idea, but has been practiced since the turn of the last century. The old correspondence school has gained new life with the advent of the Internet, leading many schools to reevaluate their marketing plans. Online offerings increased 72 percent between 1998 and 2000, and growth continues. Bibliography lists 3 sources.
Filename: KSmktgOnlinEdu.rtf

Marketing China Tea House
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A 4 page paper assessing growth alternatives available to a tea retailer. China Tea House (CTH) has grown rapidly in the single year of its existence. Beginning in London, the company now has 25 locations throughout the United Kingdom. The paper examines promotion, franchising and CTH’s marketing mix. No sources listed.
Filename: KSmktgChinaTeaH.rtf

Marketing Coca Cola in the National and International Market; Influences, Impact of Technology and Role of Social Responsibility and Ethics
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This 4 page paper looks at the way the brand Coca Cola is marketed in the US and internationally identifying factors which influence the approaches adopted by the firm. The paper then considers the way technology impacts on the marketing and the role of social responsibility and ethics in the marketing of Coca Cola. The bibliography cites 5 sources.
Filename: TEcokeintermark.rtf

Marketing Coca-Cola's "Georgia" Coffee Drink
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A 13 page marketing plan for the "Georgia" coffee drink. Popular in Japan, this plan addresses the needs of the US market. The paper provides market analysis including characteristics of purchasers; industry and competitor assessment; and marketing strategy. It concludes that Georgia holds promise for bringing older consumers back to Coca-Cola without imposing any age stigma on either the company or its products. Bibliography lists 7 sources.
Filename: KSmkrgPlCokGeo.rtf

Marketing Communication Plan for Launching a Hair Gel
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This 16 page paper presents a marketing communication plan for a new type of hair gel. However, the process could be equally applied to any new product. Starting with the marketing communication objective the process, the strategies and tactics for delivering the message including the use of television, magazine and in store promotions. Te paper then considers budgeting and methods of evaluating the marketing. The bibliography cites 5 sources.
Filename: TEgellaunch.rtf

Marketing Communication; Coca-Cola, Pepsi and Sainsbury Own Brand
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For a brand to be successful the way marketing communication takes place is very important. This 12 page paper looks at three brands; Coca-cola, Pepsi and Sainsbury’s own brand to assess the way that they are marketing assessing the way that communications are used and their effectiveness in reaching their target market. The paper focuses on the marketing communication in the UK. The bibliography cites 6 sources.
Filename: TECPsain.rtf

MARKETING COMMUNICATIONS AND CUSTOMER SERVICE FOR GAP
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This paper list things to consider in formulating a marketing communications and customer service plan for a clothing retail store such as The Gap.
Filename: MTmcplan.rtf

Marketing Communications and the Selling of Financial Services
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Financial services products are an intangible good and may often be a grudge purchase making them harder to sell. This 5 page paper considers the role of communications in marketing financial services and looks at how a financial services company can gain a competitive advantage. The bibliography cites 8 sources.
Filename: TEfinancals.rtf