Consumer Book Reviews Samples For Students

Basic Marketing with Student CD by William Perreault, Jr., E. Jerome McCarthy and Joseph Cannon

Chapter 1 – The Importance of Marketing
Outline:
1. What is Marketing?
2. Why is Marketing Important to Individuals
3. The Right Way to Define Marketing
4. What is Macro-Marketing?
5. The Function of Marketing in Economic Systems
6. Marketing’s Function as it Changed Through Time
7. The Concept of Marketing Defined
8. Marketing and the Value of Customers
9. Marketing in Nonprofit Organizations
10. Concepts of Marketing and Social Responsibility
11. Ethics of Marketing
12. Ending: Conclusion, Key Terms, Illustrated Cases, and Computer-Aided Problem

Summary:

This ...

Business

Review: Hot Button Marketing
Hot Button Marketing, written by Barry Feig, focuses on the intricate and complex subject of consumer behaviour. As a specialist in the subject, Feig reproduces some of the finer points of consumer purchase behaviour that he managed to observe and develop through his innovative marketing strategies for organizations across the globe. He quotes a number of multinational organizations, such as Colgate-Palmolive and American Express, to name a few, that benefitted from his strategies. This clearly vindicates Feig’s mastery over human buying behaviour.
The book; Hot Button Marketing, provides a comprehensive evaluation of human behaviour by listing ...

Time and again, the history of consumer debt in the United States has been given the time and attention of many researchers although not too many have looked into the state of personal debts in the country and its evolution. In his book, Louis Hyman attempts to resolve this case, looking back into the personal credit of the Americans for the past 200 years. Hyman checks the four connecting themes: the many that consumers make their purchases, the institutions that grant personal loans, the government’s role in personal financing, and the development of technology that has paved the ...

David Ogilvy is often referred to as one of the most remarkable individuals to ever grace the field of advertising. Hayden (2013) writes that "in his years as an advertising executive and copywriter, Ogilvy created some of the world's most successful and iconic marketing campaigns and was sought after for his information rich, soft sell ads" (p.1). His book, On Advertising, is a confessional of sorts, where Ogilvy provides the reader, more specifically those within the field of advertising and marketing, with a considerable amount of insight into navigating the creative world. Ogilvy’s point is to offer readers ...

1. Describe how a country producing more capital goods rather than consumer goods ends up in the future with a PPF that is larger than a country that produces more consumer goods and fewer capital goods?

PPF (Production Possibility Frontier) shows the maximum production level in the economy, assuming that the country produces only two products, which share same resources, available at the moment. In figure 1 the production trade off in the country is between consumer and capital goods. If the country is producing more capital goods, than consumer goods, as indicated by point A, it sacrifices producing consumer goods. However, ...

Book Review

The book Why teach? : In defense of a real education by Mark Edmundson presents a collection of essays that focus on the state of education in the United States. While focusing on the manner in which the education system in America has deteriorated since the 1990s, Edmundson provides insights and advise to the students, parents, and his fellow teachers regarding how to return the American education system to its glory days. While comparing the current education system with the pre-1990s, the changes regarding the role of teachers, and the choices that students make, the author presents his ideas ...

A Critical Review of Moloney’s Chapter Five

Public Relations vs. Propaganda: A Critical Review of Moloney’s Chapter Five
Introduction and Summary of Chapter Five
In chapter five of the course textbook, Kevin Moloney provides a thorough discussion of the history and nature of public relations, particularly as it has been practiced in the UK. He covers the ideas of several of the most recognised PR scholars, including Sir Stephen Tallents, who used public relations as a way to promote business within the British Empire. Tallents framed what he was doing as “national projection” (p. 61). Others have called PR various names, such as “public diplomacy,” “ ...

Before the establishment of the food safety agencies the food industry was largely self regulated. This led to problems where some manufacturers did not provide the minimum safety leading to cases of food borne illness. After dealing with these problems, laws were enacted which led to the establishment of the food safety agencies. After the establishment of the agencies that monitor food safety, the situation on the ground has improved dramatically. The United States has one of the strictest food safety policies, which has resulted in very high standards of food safety. The United States is a global leader in ...

Section I: Selection of Business

Economics is a social science concerned with decision making along with money making. Macroeconomics is concerned with the general problems of the whole economy as inflation, unemployment and growth. To start any business, the tools of economics are very important. I had chalked out a few prospective business plans for starting my own commercial activity. There was a lot of dilemma in the beginning, the plans were so many but the feasibility had to be worked out. I arrived at two options first, to open a café and second to open a fitness studio. Both the café and fitness were in great demand. Since ...

If I had the resources to buy consumer data based on internet purchases, it would be supreme that I verify that the information will be useful in reaching out to the target market. Data on their spending patterns, their likeliness to be interested in purchasing a product similar to ours. I would also consider the circumstances that led to the acquisition of such data. Many consumers are sensitive about their data being divulged without their knowledge. Using such data therefore, would possibly scare off a potential customer. I would also seek to acquire data of purchases made of other competing brands ...

Book review

Aakers book Building Strong Brands is a work that builds on the growing recognition of the role that image and marketing play in international business. Beginning by defining a strong brand as being directly associated with brand awareness, the development of a reasonable hypothesis is developed (Aakers, p. 10). The presence of a strong brand equity position will benefit every level of industry including reducing associated marketing costs, positive brand associations, increased perception of quality and a much higher overall awareness of brand. However, the quest to build a strong brand is full of liabilities (Aakers, p. 27).
Associated issues that are common in the building a brand ...

Book Review: The McDonaldization of Society

The golden arches of the McDonald’s logo make up of the most recognizable logos in the world. However, it’s not alone-- there are hundreds of internationally-recognizable logos, and the list continues to expand year after year. The rise of globalization and global corporations has had far-reaching consequences for people around the world. It’s nearly impossible, for instance, to visit somewhere in the world where Coca-Cola is not carried; similarly, there are McDonald’s in over 34,000 locations around the world, including rural areas of Africa and Asia. With the growth of fast, reliable transportation, there ...

In the book, Urban Sprawl, Global warming, and the Empire of Capital, Gonzalez places all the faults on the Government and American business leaders. He says that they are responsible for the global climate change. He opposed all the efforts used in the account of global warming problem. The definition and explanation were based on transnational factors such as the greenhouse effect. The core researchers expounded and affirmed that global climatic change was due to economic transition and development. They also argued that it was due to enter border development of goods and services. Others argued the global climatic ...

Summary : Managing business ethicsLinda K. Trevino & Katherine A. Nelson. Wiley; 5th edition

Chapter 4 – Addressing individuals’ common ethical problems

Ethical issue when people work together (privacy, discrimination, sexual harassment or simply how people get along. Key is fairness meaning equity, reciprocity, impartiality
- Equitable is when something is divided between 2 people according to the worth & inputs of the 2 individuals. Most people think it’s unfair when 2 people have performed the same duty but receive a different share of the reward
- Reciprocity: “if you do this for me I’ll do this for you”. Most ppl think it’s unfair if ...

BUSINESS ENVIRONMENT

INTRODUCTION
Unilever is a multinational corporation that has been formed by the joint venture of the Dutch and British companies. It owns more than 400 brands worldwide and is operational in more than 100 countries. The mission of the company is to add vitality to life. “We meet every day needs for nutrition, hygiene and personal care with brands that help people look good, feel good, and get more out of life” (Unilever.co.uk, 2014). The company changed its logo in 2004 to represent its cultural diversity as the new logo contains blue color and 25 signs. All the icons ...

Sweetness and Power: The Place of Sugar in Modern History

“We are what we eat; in the modern, western world, we are made more and, more into what we eat, whenever forces we have no control over persuade us that our consumption and our identity are linked ( Mintz, 1985, 211).”
In his book, Sweetness and Power: The Place of Sugar in Modern History, Sidney. W. Mintz takes a historical and anthropological approach to the production and consumption of sugar and in the process explains the place of sugar in the human food chain and how capitalism and market forces changed the status of sugar from a luxury item into ...

Book Review of “The Politics of Air Pollution” By George Gonzalez

The Politics of Air Pollution by George Gonzalez
Introduction
Background
George Gonzalez is a renowned assistant professor based in the Department of Political Science at the University of Miami. He has been an avid advocate of the inner political workings of the environmental policy in the United States. The book entitled the politics of air pollution delves into the establishment of policies that govern emission standards with a specialization on California as a key study. The book generally describes California as one the leading states in the promotion of automobile emission standards.
As such, the book focuses on highlighting ...

Vitalmin C

Vitalmin C
I have chosen to use Vitalmin C as my revised NAB Company basing on the fact that it will be very easy to sell and promote to the clients. Vitalmin C is a non-alcoholic fruit juice that stabilizes vitals and can be used as a quick aid in cases of emergencies such as stroke, heart attack, seizures, and shock.

Revised Mission

The Mission of Vitalmin C is to provide a delicious and refreshing taste that will be beneficial to consumer’s health. Vitalmin C can be used during an emergency or as a preventative solution to reduce the risk ...

NeuroMarketing

Buy.ology, the book by Martin Lindstrom is a new take on marketing. In this book he tries to delve deep into the consumer's subconscious to learn, ‘why we buy what we buy’. After testing a lot of techniques, he has devised a new way to revolutionize the marketing industry. He also has a lot of findings from the experiments that he has conducted.
I would like to discuss the key points and findings of his experiments. According to Lidstrom, our subconscious is in the favor of our emotions every time there is a conflict between feelings and rational thought. ...

Book Review

In lucid language, Tim Harford brings forth to the reader the multifarious linkages that bind the global economic system. Over the course of ten chapters, Harford brings home an account of economic activity and highlights linkages between economics, human development, psychology and similar esoteric discoveries.
Harford commences his journey as an ‘undercover economist’ by observing how Starbucks Coffee shops are strategically placed at the exits of metro stations. Harford observes that while the retail price of a cup of coffee is far in excess of the actual cost of producing one, most of the premium goes the way of ...

There exists a debate over whether genetically modified food should be labeled or not. Some people consider it the right of the people to know what they are consuming; whereas, others suggest that as long as people are getting what they want at affordable rates they should not be concerned about what it contains. People in favor of the argument that food products should be labeled and accurately indicative of the ingredients it contains. If it contains products that are genetically produced or are artificial in their nature, then it should be the individual’s decision whether to consume this ...

Galbraith’s book ‘The Affluent Society’ looks at the socio-economic organization of the United States and the political forces that are necessary for creating a strong economy not only in the short-run but also in the long-run. Galbraith central macro-economic concept is that the US economic is based on the European Economic theory. In his argument, Galbraith argues that there has been an inclination by the US market to take a trajectory that seeks to maximize production rates. Effects such as increased technology and the machine-based industries have been adopted over the years so as to maximize production. However, Galbraith criticizes this ...

The reading has highlighted basics of pricing and the factors that a company has to consider before reaching a price. This gives us a detailed background of the costs that are incurred by the company I obtaining raw materials and transforming them into finished products and how such costs reflect on the final cost of the product (Schindler, 25). The author mentions that it is necessary for every expense to be accounted for when it comes to producing a product to facilitate balanced price. The price has to be set in a way that it is fair enough to ensure the company makes profit ...

The Return of Depression Economics and the Crisis of 2008

The Return of Depression Economics and the Crisis of 2008 is an economics book that was written by Paul Krugman. The book is an analysis of the 2008 financial crisis that followed an economic downturn amid huge economic activity in the financial sector of many economies including that of the United States of America. The book further follows and traces integration of the unfavorable economic conditions into the financial crisis experienced in the year 2008. In addition, Paul Krugman considers the parameters that characterize a relationship in an economic depression context basing the argument on the depression and the economic ...