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Papers On Marketing & Consumer Behavior
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Airline Strategy: A Comparison of Southwest, Delta, United, and American Airlines
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A 5 page discussion of the factors influencing airline success and failure. Identifies Southwest as standing head and shoulders above its competitors in term of market share. Notes that this success revolves around Southwest’s emphasis on being a short-haul company; one that doesn’t pretend to offer many of the amenities of the industry icons like Delta, United and American Airlines. Its emphasis is getting from point A to point B in as expedient and efficient manner as possible. The author asserts that while the other airlines wouldn’t benefit as much from changing their route structure they would benefit from a greater concentration on efficiency and less on customer amenities. Bibliography lists 3 sources.
Filename: PPairlin.rtf

Airtours: package holiday to Morocco
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A paper which looks at Airtours as a company, and the marketing strategies which might be used for a package holiday in Morocco.
Filename: JLairtours.rtf

Alaska’s Retailers
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A 3 page paper offering abbreviated SWOT (strengths, weaknesses, opportunities, threats) analyses of Wal-Mart, Subway and IHOP in Alaska, followed by an equally abbreviated marketing plan for a gaming company in Alaska. Bibliography lists 3 sources.
Filename: KSmktgRetAK.rtf

Altering the Product Design Process at Acme Foods
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A 5 page paper proposing an altered approach to Acme’s normal method of product development. Acme Foods is a manufacturer of processed packaged foods for the retail market. Currently it is focusing on the development of packaged refrigerated lunch kits for adults, targeting working adults in offices and manufacturing settings. Acme is an OBM (original brand manufacturer) that supplies outsourced product development and production for national brands as well. The paper proposes implementing a cross-functional team approach to reduce the time to market for a new lunch kit designed for adults. Bibliography lists 4 sources.
Filename: KSmktgProdDev.rtf

Amazon's Frontiers
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A 7 page paper assessing some of the areas that Amazon.com traveled through before becoming profitable. Preceding Amazon's arrival at profitability was a metamorphosis almost as complete as that which takes the caterpillar to the form of butterfly. Along the way the company developed a business model that serves it and its customers well. Three of the areas that Amazon has had to navigate are those of technology, the "chasm" of customer acceptance and its own evolution. Bibliography lists 2 sources.
Filename: KSmktgAmazTech.rtf

Amazon.com
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A 3 page paper answering 6 questions about Amazon.com’s strategic direction; use of technology; core competencies; mission statement; and integrity of customer data. No introduction or conclusion. Bibliography lists 5 sources.
Filename: KSmgmtAmazon.rtf


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