Abstract
This paper looks at the way advertisers take advantage of consumers by creating false needs in their market and feeding on those needs. The paper includes an analysis of television and magazine ads, subliminal advertising and advertising ethics.

From the Paper
"Advertising is defined as the action of attracting the public's attention to a product or business. The methods that have developed over the years to attract consumers' attention have been very sophisticated and, in some cases, unethical. As potential buyers of goods and services, we Americans are constantly bombarded with advertising gimmicks in all print and broadcast mediums to the point where we have become jaded to the sales pitches that surround us. It can be argued that the attempts of retailers and businesses to get our attention and convince us to buy their goods and services are not, in themselves, unethical or dangerous; the unfavorable aspects of advertising result when the advertisers use questionable techniques to influence consumers. "

Tags:ethics, subliminal, magazines, products, capitalism

Abstract
In his thought-provoking book, Eric Schlosser argues that America's fast food franchises have played a major role in contributing to the obesity and ill health of Americans. This paper shows how Schlosser argues that fast food giants have contributed to urban sprawl, negatively impacted American culture, and have had a largely negative impact. The author of the paper shows that Schlosser's thesis is largely convincing, due to both his careful analysis and his powerful and effective writing style. The paper shows that the book makes the reader challenge many long-held convictions about the fast food industry in America and worldwide.

From the Paper
"Despite his heavy thesis, and depressing conclusions, Fast Food Nation offers some hope for the future. He notes, "there is nothing inevitable about the fast food industry", and argues that careful legislation could help to lessen the impact of fast food advertising on America's children. At the end of the book, he calls Americans to action, and urges them to press for changes in the fast food industry, noting that Americans can still "have it your way", an obvious take on McDonald's famous advertising slogan. Further, his engaging writing style also helps to keep the book from becoming overbearing and depressing."

Tags:McDonalds, vegetarian

Abstract
This paper is an analysis of a case study involving the Gillette company. The writer discusses the company's operations in Indonesia in 1995. Th writer looks at the function of marketing within a company and discusses what Gillette's marketing strategy should be. The writer examines which of the 4 P's of marketing should be manipulated to help Gillette increase sales and profits.

From the Paper
"Marketing is the business function that attempts to address customers' unfulfilled needs and wants. The role of the marketing department in a company is to identify and measure customer wants, needs and determine which of them the company can serve, decide on the appropriate products and services and prices and determine the level and mix of advertising and promotional activities. The most successful marketing managers understand the objectives and resources of their company and make decisions that take into account the constraints the company ... "

Tags:Case study, Harvard Business School, Indonesia, Gillette, price, product, place and promotion, market share

Abstract
This paper compares and contrasts online shopping with traditional shopping. The paper discusses the similarities and contrasts the difference of each type of shopping. It contends that in spite of its advantages, online shopping has still drawbacks in terms of accessibility, security issue and look-and-feel feature of shopping and that is why online shopping falls behind traditional market systems.

From the Paper
"Watson defines online shopping as the use of computer technology to purchase products from retailers and/or stores ..."

Tags:Online, shopping, eCommerce

Abstract
This paper focuses on relationship marketing, explaining that it is a strategy that transforms casual transactions between purchasers and sellers into sustainable relationships through various marketing programs. The relationship marketing programs of Krispy Kreme Doughnuts and Harley Davidson Motor Company are used as examples of this type of marketing approach. The writer also explains that relationship marketing removes the focus of customer retention to customer acquisition, transforming relationship marketing into a customer relationship management system (CRM). Although relationship marketing has many strengths, the paper relates that it does have some problems.

Table of Contents:
Abstract
Introduction
History of Relationship Marketing
Relevancy
Harley Davidson Motor Company
Current Trends
Customer Relationship Management (CRM)
Strengths of Relationship Marketing
Weaknesses of Relationship Marketing
Conclusion

From the Paper
"Relationship marketing is built on social networks but such networks are fraught with instability and vulnerability. A customer's evaluation of products and performance determines the level of commitment to a future relationship. Customer capital achieved through relationship marketing can be positive and growth promoting when customers are committed and satisfied allies. However, often soured relationships, where trust has been broken or the relationship somehow is void of reciprocity for the consumer, can become notorious and destructive to the organization's reputation and credibility."

Tags:loyalty, acquisition, retention, ambiance, databases

Abstract
This paper looks at the history of packaging and then examines how PepsiCo., the producers of Pepsi Cola, have methodically utilized packaging as a key marketing initiative to maintain a competitive position in the industry. The paper discusses the various strengths of packaging as a marketing tool as well as the weaknesses of packaging that involve time and cost investment in an uncertain environment, an absence of quality assurance in the production process and increased volume of solid waste stream in landfills. The paper concludes that manufacturers are realizing the increasing importance of packaging in establishing and retaining customers.

Outline:
Abstract
History of Packaging
Relevancy
PepsiCo.
Strengths of Packaging as a Marketing Tool
Weaknesses of Packaging as a Marketing Tool
Current Trends
Conclusion

From the Paper
"The competitive nature of global business demands that companies develop innovative strategies to attract and retain customers. Researchers have illustrated how visual appearance is increasingly critical in harnessing consumers, particularly when customers are faced with a multitude of choices and limited shopping time (Centaur Communications Limited, 2007). It is estimated that products are judged for their value by customers in the first ninety seconds of viewing and ninety percent of the judgment is influenced by color. Hatch (2007) argued that packaging is a primary draw for consumers typically weighing more heavily than the product, its quality, and even product satisfaction following the purchase. This has led to the evolution of spin-marketing, or producing a sellable package, regardless of the product (Hatch, 2007)."

Tags:appearance, design, consumer, attention, color, size

Abstract
This paper attempts to show that atmospherics positively affect retail and service industries by enhancing the products themselves (sales effects), by promoting a store/service/franchise's credibility (store image) and by creating a more approachable shopping environment. Three different experiments, which demonstrate these strategies, are discussed and examined in an attempt to explain just how these atmospherics are applied to society.

From the Paper
"It is not an uncommon experience for many of us to have chosen a retail store for its environmental appeal, whether it is the friendliness of the employees, or the music playing in the background. Sometimes we are very well aware of these factors, but at other times we are totally oblivious to these influences. Where many would quickly disregard these background characteristics as nonsense, the reality of it is that they are specifically designed/manipulated to influence the behavior of consumers. Its most well known advocate, Philip Kotler, appropriately named it as the study of atmospherics (Chebat & Turley, 125). It is appropriate simply for the fact that these influences are present in the general background atmosphere."

Tags:retail, service, industries, decision, shopping, repeat, business, signals, consumption

Abstract
This paper compares cause-related marketing and the use of celebrity endorsements in promoting products. The paper discusses how both methods strategically tie symbolism to the point of purchase to the extent that the purchase holds deeper meaning than simply satisfying personal needs. The paper then looks at and compares the history and development of each method.

Table of Contents:
Abstract
Comparative Histories
Relevancy of Cause-Related Marketing
Strengths of Cause-Related Marketing
Weaknesses of Cause-Related Marketing
Relevancy of the Use of Celebrity Endorsements
Strengths of Celebrity Endorsements
Weaknesses in the Use of Celebrity Endorsements
A Comparative Review of Current Trends
Conclusion

From the Paper
"Celebrity endorsements personalize products for consumers and assist them in establishing whether a product has value or not. Typically celebrities are trusted as long as their image matches the desired brand image. Celebrities are increasingly interested in cause-related marketing approaches and are investing in supporting particular causes as a means of giving back to society. The future of marketing will continue to focus on meeting the needs of consumers. If consumers demand corporate support for social and emotional causes, and there is potential for profit growth, corporations will continue to accommodate this trend."

Tags:society, consumer, perceptions, profit, product

Abstract
This paper discusses the market opportunities for biodegradable shopping bags in Nova Scotia. It analyses the strengths, weaknesses, opportunities and threats (SWOT) of biodegradable bags, as well as reusable bags and plastic bags, in order to identify the key internal and external factors that need to be taken into consideration when analyzing where the biggest market opportunities lie. The paper includes the complete text of the proposed Bill 390 (which will prohibit the distribution of non-biodegradable plastic bags), as well as presentation slides for the information in the paper.

Table of Contents:
Introduction
Definition
Current Market Opportunities in Nova Scotia
Biodegradable Bag Manufacturers in Nova Scotia
SWOT Analysis for Biodegradable Bags
SWOT Analysis for Reusable Bags
SWOT Analysis for Plastic Bags
Laws and International Trends that Could Initiate a Market Shift
What is the State of the Debate in Canada?
Bans and International Trends
Conclusions
Recommendations
Appendices

From the Paper
"Competition from reusable bags is another very real threat to the market for biodegradable bags since there is a risk that "with the sale of reusable bags, consumers could wean themselves off plastic bags altogether." As was mentioned in the Weaknesses section of this report, reusable bags are environmentally preferable to all disposable bag alternatives, including biodegradable bags; in addition, evidence suggests that reusable bags are actually becoming trendy while plastic bags are becoming unfashionable. A designer cloth bag proudly emblazoned with the words "I'm not a plastic bag" sold out the day it was released at Holt Renfrew stores across Canada and "those lucky enough to snag the $18 bag can now sell it on eBay for more than $150." Therefore, although biodegradable bags are different from conventional plastic bags, their similar appearance may decrease their social acceptability if these trends continue. Furthermore, "major lobby groups [such] as the Canadian Plastics Industry Association, the Canadian Council of Grocery Distributors and the Retail Council of Canada promote reduction and recycling over [biodegradable] plastic bags." "

Tags:plastic, reusable, manufacturers, shopping, SWOT

Abstract
This paper explores the guiding principles related to employees, product line modification and customer relations that have become Harley-Davidson's foundation for organizational growth and prosperity. The paper shows how the new CEO revamped the company's product quality, instituted a flattened organizational team approach and gained customer loyalty that has set Harley-Davidson strategically and solidly apart from competitors. The paper concludes that the successes over the past two decades have established this company as a global icon.

Outline:
Paving the Road to Change
A Team Approach
Productivity and Global Growth
Building Brand Community
The Future
Conclusion

From the Paper
"To fully comprehend the challenges faced by organizations in changing times, the volatility of the marketplace, and the unforgiving drive of global competition, one needs to look no further than the experience, vision, and enterprising capabilities of Harley-Davidson Motor Company. Amidst a devastating product decline, a deteriorating reputation, and subsequent financial collapse, the survival of this Century-old organization hinged on its capacity to completely re-invent itself. By methodically embracing new high performance practices, Harley-Davidson not only completely re-invented its manufacturing and production practices; it established guiding principles that empowered employees and cultivated a lasting and loyal brand community that will no doubt sustain Harley-Davidson well into the future (Young, & Murrell, 1998)."

Tags:employees, turnover, attitude, brand, loyalty, product, line