Open Access. Powered by Scholars. Published by Universities.®

Marketing Commons

Open Access. Powered by Scholars. Published by Universities.®

2,230 Full-Text Articles 2,314 Authors 1,633,270 Downloads 128 Institutions

All Articles in Marketing

Faceted Search

2,230 full-text articles. Page 1 of 55.

The Early Identification Of At-Risk Students In An Undergraduate Marketing Metrics Course, Bruce K. Pilling, David L. Nasser 2015 Georgia State University

The Early Identification Of At-Risk Students In An Undergraduate Marketing Metrics Course, Bruce K. Pilling, David L. Nasser

Atlantic Marketing Journal

The Early Identification of At-Risk Students in an Undergraduate Marketing Metrics Course

Abstract

This research describes the development of a diagnostic tool to permit the early identification of at-risk students in an undergraduate marketing metrics course. Using multiple discriminant analysis, students were classified into performance categories by drawing on a set of predictor variables conceptually linked to student performance in math-based courses. The discriminant model included math ability, perceived self-efficacy, math anxiety and overconfidence as potential discriminators of student performance. The model successfully identifies at-risk students at three times the chance probability. The early identification of at-risk students is a ...


Teaching Customer Orientation To Millennials By Utilizing Electronic Communication Between Students And Firms, Thomas M. Hickman, Michael M. Pearson 2015 Washburn University

Teaching Customer Orientation To Millennials By Utilizing Electronic Communication Between Students And Firms, Thomas M. Hickman, Michael M. Pearson

Atlantic Marketing Journal

This article describes an experiential method for teaching customer orientation by directing students to use their own experience with a business to write either an e-mail letter of praise or complaint to that business. Students complete a survey that asks them to rate businesses on customer orientation measures at the time they send the e-mail and, again, at the end of the semester after having had time to receive a response. Results of the surveys are analyzed and recommendations are given for conducting an interactive discussion that allows students to see the variability of the firms’ commitment to customer orientation.


An Analysis Of Perceptual Gaps Among Chamber Management, Chamber Member Contacts, And A Proxy Sample Of Chamber Member Employees: An Attempt To Improve Marketing Efficacy, Paul J. Costanzo, Janelle E. Goodnight 2015 Western New England University

An Analysis Of Perceptual Gaps Among Chamber Management, Chamber Member Contacts, And A Proxy Sample Of Chamber Member Employees: An Attempt To Improve Marketing Efficacy, Paul J. Costanzo, Janelle E. Goodnight

Atlantic Marketing Journal

Decreases in membership for a local chamber of commerce led the authors to conduct research to assist them in determining why they have been experiencing difficulty with business organization memberships within the last few years. This paper presents findings from an exploratory study that examined perceptual gaps on a series of factors that the authors believe when identified, may lead to improved marketing efficacy. Chamber management, chamber member contacts, and a proxy sample of chamber member employees for a local chamber of commerce completed surveys to assess the level of consistency among their perceptions of value added benefits of chamber ...


A Modified Framework Of Service Encounter Types For The Application Of Relationship Marketing In Services, Gary D. Futrell 2015 Valdosta State University

A Modified Framework Of Service Encounter Types For The Application Of Relationship Marketing In Services, Gary D. Futrell

Atlantic Marketing Journal

Many firms believe that the best way to inculcate loyalty and retain customers is to establish connections with them through relationship marketing. Unfortunately, only about half of the firms surveyed in a recent study indicated any level of success with it. The significant attention directed toward service classification suggests legitimate differences among service types that may moderate the effectiveness of relationship marketing efforts. This paper proposes a typology of service interactions that takes into account three critical dimensions of relationship marketing: anticipated future interaction, channel of interaction, and customer involvement. Corresponding propositions are offered to guide further research.


Negotiating Stances Used With Minority Suppliers: A Research Note, Alicia D. Cooper Ph.D., Rodney L. Stump Ph.D. 2015 Dillard University

Negotiating Stances Used With Minority Suppliers: A Research Note, Alicia D. Cooper Ph.D., Rodney L. Stump Ph.D.

Atlantic Marketing Journal

While new ways of organizing exchange have become prominent in business-to-business markets, the function of corporate minority supplier purchasing programs in this changing organizational environment has received scant attention. Specifically, the extent to which the present structure of minority supplier purchasing programs enhances -- or deters -- the creation of strategic partnerships, impacts the way buyers and suppliers interact, and ultimately determines the efficacy of these exchange relationships has not been sufficiently addressed in the literature. The present study examines the relationship between the minority supplier categorization (versus those not classified as such) and the negotiation stances that purchasing agents undertake with ...


Does Thin Always Sell? The Moderating Role Of Thin Ideal Internalization On Advertising Effectiveness, James A. Roberts, Chloe' A. Roberts 2015 Baylor University

Does Thin Always Sell? The Moderating Role Of Thin Ideal Internalization On Advertising Effectiveness, James A. Roberts, Chloe' A. Roberts

Atlantic Marketing Journal

Much of the current focus on the use of ultra-thin models in fashion magazines can be attributed to Madison Avenue which still operates under a “Thin Sells” ethos. Research to date, however, has provided equivocal evidence of the efficacy of thin models in advertising (Yu 2014). The present study’s two related objectives include: (1) determining whether model size has an impact on advertising effectiveness, and (2) if internalization of the thin ideal moderates this relationship. Study results suggest model size in fashion advertisements has no main effect on advertising effectiveness. Additionally, thin ideal internalization moderates the model size – advertising ...


The Intangible Factors Of Design And New Product Development, David L. Driskill 2015 Portland State University

The Intangible Factors Of Design And New Product Development, David L. Driskill

Student Research Symposium

When thinking about product value it is important to realize that there are two main value classifications to take into account, tangible and intangible value. Although it may not seem obvious at first, all values that the consumer receives through using a product, whether tangible or intangible, do not happen by accident. All aspects of a product are built in by design. This is possible because of the intangible factors of the design process and implementation itself that a design team can utilize. The intangible design process is defined by three major layers: the knowledge layer, the emotion layer, and ...


“The Influence Mix” – Information Access In The New Age And Empowerment Of Consumers ¿Decline Or Reformulation In Branding Development?, Alejandro Castro 2015 Pontificia Universidad Catolica del Peru

“The Influence Mix” – Information Access In The New Age And Empowerment Of Consumers ¿Decline Or Reformulation In Branding Development?, Alejandro Castro

Alejandro Castro

The new technological age is changing the rules in marketing. Now consumers are influenced by other sources of information and brands might be losing the battle. Itamar Simonson and Emanuel Rosen state in their book “Absolute Value” that consumers now base their decisions on reviews from other users, opinions and other emerging technologies that are turning choices more rational. Therefore traditional sources of information controlled by marketing are fading. In this article we focus on Brands and we answer the following question ¿Are we before a declining on branding or are we force to implement new marketing strategies for branding ...


4 Poems, John F. Sherry Jr. 2015 University of Notre Dame

4 Poems, John F. Sherry Jr.

disClosure: A Journal of Social Theory

No abstract provided.


What You Really See In The Mirror: A Consumer's Journey With Self-Brand Congruence, Alexis Verone 2015 St. John Fisher College

What You Really See In The Mirror: A Consumer's Journey With Self-Brand Congruence, Alexis Verone

Undergraduate Review: A Journal of Undergraduate Student Research

In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, how do companies build this connection between the brand and the consumers’ self-perception? I researched the methods used to establish self-congruence with a brand, meaning how the brand’s personality fits with the consumer’s actual self, versus the consumer’s ideal self. I also examined the different ways advertising can increase brand congruity with the consumer, especially focusing on celebrity endorsements, purchase promotions, and the use of imagery in specific forms of advertising.


The Purchasing Power Of Tomorrow: An Analysis Of The Buying Habits Of Children Ages 6-15, Peter Collins 2015 University of Rhode Island

The Purchasing Power Of Tomorrow: An Analysis Of The Buying Habits Of Children Ages 6-15, Peter Collins

Senior Honors Projects

Today’s children are tomorrow’s consumers. It was stated in my Consumer Behavior class that children in the household have a lot of power in terms of what is bought by the family. In the day and age of technology that we currently live in, children have so much more access to information than children of even ten years ago. They do not even necessarily have to into a store’s physical location, but rather just go online. Young children play with dolls and action figures, and as they age they lose interest in those toys and tend to ...


Increasing Attendance In The National Premier & Women's Premier Soccer League, Madison M. Moreland 2015 Haslam College of Business

Increasing Attendance In The National Premier & Women's Premier Soccer League, Madison M. Moreland

University of Tennessee Honors Thesis Projects

No abstract provided.


Segmentation Marketing: A Case Study On Performance Solutions Group, Llc., Jordan Brian 2015 East Tennessee State University

Segmentation Marketing: A Case Study On Performance Solutions Group, Llc., Jordan Brian

Undergraduate Honors Theses

The purpose of this research is to show how Performance Solutions Group, LLC can effectively use segmentation marketing both in their current market and in expansion. The goal is to find a solution and suggest changes that should be made to the marketing team at Performance Solutions Group. This research was completed by looking at how segmentation marketing is used in broad industries currently and investigating how Performance Solutions Group can use it in their company. This case study shows that segmentation marketing is an effective way for Performance Solutions Group to market its services.


Cars For A Cause, Lauren Pagani 2015 University of Rhode Island

Cars For A Cause, Lauren Pagani

Senior Honors Projects

Cars for a Cause is a car show, ranging from modern European, Japanese, muscle, track-ready and a variety of other cars, which is intended to raise money for the charitable organization, The Alzheimer’s Association, which helps to find a cure for Alzheimer’s and Dementia. According to The Alzheimer’s Association, approximately 5.3 million Americans are affected by this disease making it the sixth leading cause of death in the United States. By hosting an event tied to this horrific disease that affects a large number of individuals and their families, the hope is to generate a larger ...


An Information Privacy Examination Of The Practices Of Pharmaceutical Companies Regarding Use Of Information Collected Through Their Websites, Shonda Dellena Brown 2015 Nova Southeastern University

An Information Privacy Examination Of The Practices Of Pharmaceutical Companies Regarding Use Of Information Collected Through Their Websites, Shonda Dellena Brown

GSCIS ETDs

Consumers have begun to take a more proactive approach to their healthcare by accessing pharmaceutical companies Websites to obtain health and drug information, support groups, rebates, coupons, as well as free drug trials. In exchange for these benefits, companies require consumers to voluntarily disclose information. However, research has shown that consumers continue to be concerned about how their information is managed, used, and distributed by companies, especially if accessed via the Web. To date, there has been limited empirical research to examine the actual online practices of companies when it comes to privacy, especially those of pharmaceutical companies. Using Delphi ...


Utilization Of Social Media In Marketing Classes, Charlotte Allen 2015 Stephen F Austin State University, Management, Marketing, and International Business

Utilization Of Social Media In Marketing Classes, Charlotte Allen

Bright Ideas Conference

The goal of this paper is to highlight how instructors may integrate the different social media into various marketing classes. The paper will address the major social networks, and then follow with discussions of microblogging, media sites, and social gaming. Given that there is a great deal of research highlighting the effectiveness of utilizing social media in academic classes, this paper focuses on providing practical guidance as to how social media could be integrated into the classroom, homework, and project experience.


Music Education (Sc 2901), Manuscripts & Folklife Archives 2015 Western Kentucky University

Music Education (Sc 2901), Manuscripts & Folklife Archives

MSS Finding Aids

Finding aid only for Manuscripts Small Collection 2901. Advertising contracts and rate sheet for the Bluegrass Music News, a publication of the Kentucky Music Educators Association; choral program and constitution and by-laws of the Third District Music Educators Association.


Become A Future-Focused Leader: Use Three Megatrends To Grow Your Rural Business, Connie Reimers-Hild, Alyssa Dye 2015 University of Nebraska

Become A Future-Focused Leader: Use Three Megatrends To Grow Your Rural Business, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative Collections

No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. This article discusses three megatrends shaping the future of rural businesses:

1) The Rise of the #GigEconomy

2) Living with Purpose and Meaning

3) The Decentralized Marketplace

The article also provides coaching tips for rural entrepreneurs on how to use megatrends to grow their businesses.

While many companies are struggling to keep up with the rapid rate of change ...


Supply Chain Managers And Risk Behavior: Testing The Sitkin And Pablo Model, Willie Frank Thompson 2015 Kennesaw State University

Supply Chain Managers And Risk Behavior: Testing The Sitkin And Pablo Model, Willie Frank Thompson

Doctor of Business Administration Dissertations

The frequency of supply chain disruptions is increasing and the resulting costs amplify with the growth of supply chain density and complexity. Supply chain managers serve a pivotal role in ensuring continued firm competitiveness and success. Having the right person whose risk preferences, propensity to take risks, and history dealing with risks match the needs of the company is important. A foundational study performed by Sitkin and Pablo (1992) proposed a conceptual model focused on specific predictors of risk behavior from the individual, organizational, and problem-related perspectives. Questions still remain to the validity of the model given that it has ...


The Effects Of The Internet On Marketing, Alexander M. Payne 2015 Liberty University

The Effects Of The Internet On Marketing, Alexander M. Payne

Senior Honors Theses

With the use of the Internet, marketers are able to reach consumers where they work, play, shop, and live more efficiently than without it. Through e-commerce, social media, mobile phones, and much more, businesses are able to spread brand awareness, increase market share, and unveil new products. With this great opportunity comes an equally great responsibility, as businesses have now come under extreme scrutiny by their customers. In the Information Age, news travels faster and farther than ever before, with the news of ethical mishaps reaching even the smallest of shareholders. The most crucial element in e-commerce is trust and ...


Digital Commons powered by bepress