ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Marketing Efforts at Public Broadcasting Service
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An 8 page paper discussing PBS' courtship of corporate sponsors and individual contributors. Public broadcasting is not unique to the US; several European countries and Australia also support similar services but the US version is the only one not totally supported by the government. The paper discusses aspects of PBS' marketing and why sponsorship is attractive to corporate entities. It provides a means by which they can claim corporate social responsibility while simultaneously reaching the typical viewer who is older, female, with above-average income and education, and rarely watches commercial channels. Bibliography lists 6 sources.
Filename: KS-PBS.doc

Marketing EMI Music in the Digital Age
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EMI are facing a number of marketing challenges, the decision by Radiohead to release tracks on their own website and increase in digital music downloads are all indicators of the changes. This 11 page paper looks at some of the challenges EMI face in terms of the general marketing of a service rather than a physical good and consideration of the influences and impact of marketing on the internet. The bibliography cites 11 sources.
Filename: TEEMImusic.rtf

Marketing Environment - Pharmaceutical Industry
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A 5 page paper. When developing marketing plans, companies must consider the marketing environment. There are six categories in the environment. These are identified and two are selected as focal points for this essay. Specifically, Social and cultural forces/consumer behavior and Competition are explained and discussed as they impact the pharmaceutical industry. The industry is described as one that is fiercely competitive. How these forces are related to this industry is explained. Bibliography lists 9 sources.
Filename: PGmkten.rtf

Marketing Environmental Analysis for the Development of the Tablet PC
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This 5 page paper considers the environmental conditions that were present to help drive the development of the Toshiba Tablet PC from marketing perceptive, looking at the human, social, technological and general market conditions. The bibliography cites 4 sources.
Filename: TEtabletPC.rtf

Marketing Ethics and Public Policy
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This 10-page paper discusses marketing ethics and marketing theories, particularly the contingency theory, which helps marketers analyze the complex and ever-changing conditions of the marketplace. It also defines needs and wants, and briefly discusses public policy in regard to consumerism. Bibliography lists 8 sources.
Filename: HVMarket.rtf

Marketing Ever Ready Batteries
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A 21 page paper discussing factors that can enable Ever Ready to regain its leading market share. Ever Ready was the leading battery brand in the UK in the years before high-drain appliances and gadgets proliferated. Now that batteries are required for more than flashlights and portable radios, the company has lost market share as well as market position to another competitor. The purpose here is to examine strategy, competitive advantage and current conditions in order to arrive at a long term marketing strategy. Bibliography lists 18 sources.
Filename: KSmktgBatteries.wps

Marketing Failure: Webvan
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A 6 page paper providing an "autopsy" of the failure of Webvan, an Internet-based grocery shopping and delivery service. Webvan was a great concept that busy people could greatly appreciate. Operation would be difficult with today's fuel costs, but still could be possible. Webvan's greatest legacy may be its testimony to the need for sound and astute management in any company of any type. Bibliography lists 4 sources.
Filename: KSwebvMktFail.rtf

Marketing Farmers Insurance
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A 5 page paper discussing Farmers’ segmentation of its auto insurance line. The company offers several types of insurance but focuses on those auto insurance customers who pay their premiums yet rarely if ever file a claim. The company can practice narrow and highly targeted segmentation in its auto insurance business while approaching its other businesses in more traditional ways, building for a time in the future that it can then microsegment another line of insurance products. Bibliography lists 5 sources.
Filename: KSmktgFarmIns.rtf

Marketing Fast Moving Consumer Goods
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A 6 page paper discussing a cereal producer's need to conduct market research to determine consumers' current feelings about the producer's products. The information provided by the company's active consumers can inform the use of promotions and their effectiveness in influencing consumers to buy Shannon Foods' cereal brand. The company needs to ask the consumer rather than relying on assumptions about consumers that may or may not be valid. Consumer answers to questions such as those above can provide the basis for other assumptions grounded in consumers' current views. Includes a questionnaire. Bibliography lists 11 sources.
Filename: KSmktgFMCG.rtf

Marketing for a Ferry Company
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This 6 page paper looks at marketing issues for a ferry company in the British Virgin Islands. The paper starts by considering how marketing principles and market research can help the firm, the use of planning techniques to add value to the plans and how a plan can be developed and monitored. The bibliography cites 4 sources.
Filename: TEferrym.rtf