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 examines the role of men and women as consumers. It looks at how they view shopping, use different products and think differently about coupons and sale prices. It evaluates the standard stereotypes, that women shop for food and clothes while men for cars and homes and shows how these stereotypes have not changed even though the roles of men and women in society is constantly changing.

From the Paper
"Most women's main role is to take care of the family, even if they work, so they tend to do make a majority of purchases related to home and the family. This makes them more familiar with products, prices, sale times, and bargain hunting. In fact, more and more advertising is being geared to women, because advertisers realize they are responsible for the bulk of purchases for the family. Many more women are also taking responsibility for major purchases, such as homes and cars, and even investing, and advertising reflects this. Watching television advertising, you see more ads geared to women, including car ads, liquor ads and investing ads."

Tags:merchandise, sales, bargain, hunting, family, salary, gender

Abstract
Examines what changes a company needs to make in order to change its marketing focus onto the consumer and away from traditional marketing strategies. The paper addresses the difficulties of this approach and explains that the concept is still new in the advertising world. It provides a step by steps guide as to how to go about this change - identifying future trends, adapting technologies and entering markets through the media.

From the Paper
"Many companies are making a strategic change from the traditional marketing approach to "customer targeted marketing." Customer targeted marketing is based upon the idea of consumerism, which is based on "consumer behavior." (Day, 1999) Consumer behavior is the focus of consumer research that is conducted for the use of various techniques and strategies, such as focus groups, in-depth interviews, customer surveys, attitude testing, and more to obtain information about consumers for more effective marketing of a product or service."

Tags:advertising, consumer, media, consumerism, goods

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 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
This paper examines a new business plan for the small but rapidly expanding Australian fast food chain restaurant. The writer discusses the ethical and legal issues when marketing to tweens and when acquiring finance for marketing, as well as the correct way to market to tweens without upsetting laws and still remaining ethical in the process. The paper further explains how branding and image marketing is an excellent opportunity to capture a larger chunk of the tween industry.

Table of Contents:
Introduction
Strategies to Market to Tweens
Ethical/Legal and Business Issues when Marketing to Tweens
Communications
Branding, Image Marketing
Finance
Expectation of Sales
Conclusion/Recommendations

From the Paper
"The Tween market is an ever growing market which has grown from 15% in February 2002 - 40% in December 2004 (Marek 2006, p. 1) and has seen marketers take advantage of Pre teens aged 8-12 in an effort to capitalise on this enormously expanding market. Recent increases in sales in the market segment have seen the small but rapidly expanding Australia fast food chain restaurant want to increase its market share by increasing revenue through intelligent marketing. Tween have influences of parent and their decision making when purchasing products. This report will outline strategies used to market to tweens and the ethical issues involved in the process."

Tags:ethical/legal, and, business, issues, marketing, image, branding

Abstract
This paper first suggests that the next generation will not even know what it is like to physically read from a printed book or newspaper but rather they will only use an electronic media. Next, the author contends that digital media is a better format for teaching, is a more efficient communicator and is ultimately more financial profitability. Today only nostalgia is preventing a complete reliance on electronic media. The paper underscores that the brand name of a print newspaper or magazine decides what is available to read; whereas, when using electronic media, the specific web-browsing interests of a reader drives what she will consume.

Table of Contents:
Abstract
Introduction
Print Newspapers
What It Means for 'Print to Die'
Modern Semiotics
Traditional Media Loses to New Media
The Fifth State

From the Paper
"Both in the social world and the business world the key to making online newspapers or magazines more appealing than their physical form is to meet the need of those who require the news at their fingertips in public arenas. If someone is at the train station or bus stop or taking their lunch break at the cafe are they able to access the internet sufficiently on their mobile phone? Will the online news be easy to roam through as it is with the print newspaper/magazine? If using a phone or blackberry is more convenient than turning the pages of a newspaper or magazine then indeed print media is dead in the public arena."

Tags:nostalgia, profitability, downloads, convenient, advertising

Abstract
This paper examines the consumer experience with the help of an example the Sharp microwave oven. Although the product is appealing at first, it falls short of expectation during the consumption period. Hence, Sharp should prioritize on improving consumer experience in the consumption period, since this is the time dimension when most consumers are dissatisfied. This paper provides suggestions for improving the consumption experience.

Abstract
Background
Market Industry and Growth
Product Details
Competitor analysis
Customer Profile
The Product Experience
Pre-consumption
Consumption
Post-Consumption
Enhancing the Experience
Conclusion
Bibliography

From the Paper
"Sharp Corporation is one of Japan's oldest and leading manufacturers of electronic goods. Over, the years of the company's existence, it has expanded globally, adapting to the pressures of global change. The company's founder was Tokuji Hayakawa and was named the Hayakawa Electric Industries in 1912 (Timbrell & Tweedie 1998). Its first product was a successful mechanical pencil called 'Ever-Sharp". After World War 2, Hayakawa increased its product line length, breadth and depth by introducing new products and models such as television, calculators and LCD technology. In 1970, the new chairman of the company, Akira Saeki, oversaw an important reorganization of the company intended to establish a new corporate identity and unify product development efforts (Mirabile 1990). Therefore, Hayakawa Electric Industries adopted the name Sharp Corporation. The company broadens its product line in the 1970s and continued expanding its operations worldwide."

Tags:consumption, experience, microvawe, sharp

Abstract
In this article, the writer questions whether items owned by individuals are used to secretly express feelings without speaking. In the course of the essay, the writer draws upon points from various sources in an attempt to discuss the ways in which commodities are used to construct and express sexual identities. The writer concludes that there is no doubt that there is a correlation between the forming and expressing of sexual identity and the purchasing of commodities to heighten that expression or image. The writer maintains that commodities can be used to create an identity, variate an identity or perhaps to just further emphasize an identity.

From the Paper
"In all these cases, there is one association formed between the product and an element. Lynx attracts females. The cause is the application of the fragrance, the effect is that females are attracted. Therefore, it can be assumed that if a male wanted to express his sexual identity he could purchase Lynx with the idea that it will transform him into a guy that would be seen as a sex symbol to other females."
"As we live in a capitalist society, we tend to feel a lack of control over the occurrences in our life as we grow up. This is coupled with the fact that while growing up, the notion that money is power is brought upon us - with power representing happiness. Therefore, it is not surprising that people try to find a possible way to control the environment around them. It was found that consumption offers a form of control over oneself and how one is perceived socially."

Tags:sexuality, superficiality, money, power