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

Marketing Commons

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

3,949 Full-Text Articles 3,811 Authors 2,174,316 Downloads 143 Institutions

All Articles in Marketing

Faceted Search

3,949 full-text articles. Page 1 of 112.

The Effect Of Culture On Customer Satisfaction, Candice Luciano, Julian Saint Clair 2015 Loyola Marymount University

The Effect Of Culture On Customer Satisfaction, Candice Luciano, Julian Saint Clair

Research & Exhibition

HSBC and Goldman Sachs have identified the Philippine and Indonesian markets to grow in prominence in the future. Their rapid economic growth, their rise in discretionary income, and the general number of firms that are increasing going global contribute to the necessity of cross-cultural research involving these two countries. My research will focus on the rapidly growing food service industry, specifically focusing on the question: which attributes are important for customer satisfaction to Filipino and Indonesian college students when they are at a dine-in restaurant?


The Social Media Shift: How New Media Impacts The Journalistic Landscape, Arun Gulati, Tom Nelson 2015 Loyola Marymount University

The Social Media Shift: How New Media Impacts The Journalistic Landscape, Arun Gulati, Tom Nelson

Research & Exhibition

Over the past few years, the implementation of social media and the shift to online publications has drastically changed the landscape of journalism. As a staff member of The Los Angeles Loyolan, my university’s newspaper, I am interested in how readership has changed during this shift. Studies have shown that the proliferation of social media has led to the death of print publications and a grassroots journalism movement in which the common Internet user has the ability to consume and generate his or her own journalistic media through the click of a button. Using the Loyolan’s new analytics ...


Disney Takes On Mainland China, Megan E. Pepi, Sijun Wang 2015 Loyola Marymount University

Disney Takes On Mainland China, Megan E. Pepi, Sijun Wang

Research & Exhibition

Abstract:

Since 2005, Disney has tried to establish brand loyalty, or choosing to buy goods or services from one particular brand over competing brands, in mainland Chinese consumers through its Hong Kong Disneyland. Studies have shown that Disney has failed in achieving this goal, as park guests tend to not make repeat visits to the park and do not show any affinity to Disney's characters and stories. Disney is going to retry achieving this goal through Shanghai Disney Resort, which is a theme park that will open in 2016. Facing the failures to achieve its goal through Hong Kong ...


The Image Of Insurance, Nathalie Arden Dail 2015 University of South Carolina

The Image Of Insurance, Nathalie Arden Dail

Senior Theses

This paper discusses the concept of brand management. The purpose is to give a brief introductory understanding of brand management and how it relates to the insurance industry. The benefits associated with brand management are detailed and analyzed in order to produce a variation of a SWOT analysis and a lean canvas. Meanwhile, Generation Y is explored as a market segment, along with challenges insurers face. This thesis seeks to explore the effects of branding on the insurance industry, with this market in mind. Consumer base fluctuations and revenue are factors considered when evaluating the effects of branding. Two well ...


Ftc Activity And Presidential Effects Revisited, Jane Cromartie, Joseph Stewart 2015 University of New Orleans

Ftc Activity And Presidential Effects Revisited, Jane Cromartie, Joseph Stewart

Jane S. Cromartie

Economist and former FTC Executive Director Bruce Yandle uses research by Stewart and Cromartie published previously in Presidential Studies Quarterly as a springboard for further analysis of the political economy of the FTC. He provides new data and suggests that perhaps the "party in power" model's attempt to explain regulatory politics should yield to con- gressional and special interest models. Reconsiderations of both studies clarify the meanings of the findings and suggest paths for future research on this topic. It is also suggested that it is probably premature to dispose of Presidential partisanship as a variable for analysis in ...


The Return On Trade Show Information (Rtsi): A Conceptual Analysis, Harriette Bettis-Outland, Jane Cromartie, Wesley Johnston, Aberdeen Borders 2015 University of West Florida, Pensacola

The Return On Trade Show Information (Rtsi): A Conceptual Analysis, Harriette Bettis-Outland, Jane Cromartie, Wesley Johnston, Aberdeen Borders

Jane S. Cromartie

Purpose - The purpose of this paper is to analyze the need for developing a return on trade show information (RTSI) index; this index would be used to measure the impact of information gathered at trade shows on long-term decision making within the organization. Also, the paper aims to suggest differences in how exhibitors and visitors perceive tangible versus intangible benefits that accrue as a result of utilizing new information acquired at trade shows. Design/methodology/approach - The paper utilizes a conceptual approach, employing the market orientation framework to develop a model for the return on trade show information (RTSI). It ...


Orientations For Marketing Systems: The Leisure Alternative, Raymond Benton 2015 Loyola University Chicago

Orientations For Marketing Systems: The Leisure Alternative, Raymond Benton

Raymond Benton Jr.

No abstract provided.


Partisan Presidential Change And Regulatory Policy: The Case Of The Ftc And Deceptive Practices Enforcement, 1938-1974, Jane Cromartie, Joseph Stewart 2015 University of New Orleans

Partisan Presidential Change And Regulatory Policy: The Case Of The Ftc And Deceptive Practices Enforcement, 1938-1974, Jane Cromartie, Joseph Stewart

Jane S. Cromartie

No abstract provided.


Competing In The International Collegiate Sales Competition, Christina Cook 2015 Western Michigan University

Competing In The International Collegiate Sales Competition, Christina Cook

Honors Theses

The following report aims to analyze the process that is involved in competing in the International Collegiate Sales Competition. There will be an overview of the selection process and the competition itself and an analysis of the overall performance at the competition. In addition, there will also be an overview of lessons learned by competing along with general suggestions to future competitors and competition coordinators.

Before examining the details of the competition, this thesis will address the Sales and Business Marketing program at Western Michigan University. In addition, there will be models referenced within Western Michigan University’s sales program ...


Partner Selection In Market-Driven Strategic Alliances, Saul Klein, Chekitan Dev 2015 University of Witwatersrand

Partner Selection In Market-Driven Strategic Alliances, Saul Klein, Chekitan Dev

Chekitan Dev

How should one select a strategic alliance partner? An answer to this question is provided by extending the literature on symbiotic marketing and focussing [sic] attention on market-driven strategic alliances. Such alliances are defined as long-term inter-firm co-operative relationships that add value for the customer. Value is created by providing the advantages of multiple choice purchase options coupled with the convenience of seamless, one-stop-shopping. This means paying attention to customers and competitors in selecting alliance partners. Market-driven strategic alliances are posited to be more successful when usage and firm complementarily levels are correctly matched with the alliance strategy being pursued.


Strategic Marketing: A Lodging “End Run”, Mark Cunningham, Chekitan Dev 2015 Marketing & Research Partners

Strategic Marketing: A Lodging “End Run”, Mark Cunningham, Chekitan Dev

Chekitan Dev

Just as a football team uses an end run to by-pass the defense, the “Tom Bodett” radio campaign effectively made an end run around the lodging competition by cutting through clutter with an appropriate message. Here's how that campaign was researched, planned, implemented, and measured.


Marketing Practices Of Hotel Chains, Chekitan Dev 2015 Cornell University School of Hotel Administration

Marketing Practices Of Hotel Chains, Chekitan Dev

Chekitan Dev

Hotel companies' marketing-planning procedures have achieved considerable sophistication in the last ten years. But many plans have become overly complex. And in the rush to establish financial objectives, many companies' plans seem to have lost sight of guest satisfaction.


Brand Revitalization, Chekitan Dev, Kevin Keller 2015 Cornell University School of Hotel Administration

Brand Revitalization, Chekitan Dev, Kevin Keller

Chekitan Dev

In this essay, we discuss brand revitalization in the context of a revitalization process undertaken by of one of India’s iconic hotel brands: The Park Hotels. The leadership team of The Park Hotels, in collaboration with well-known brand-consulting firm Landor, undertook a two-year process to revitalize an already well-established brand in the face of severe competitive threat and changing customer tastes. This article presents a seven-step process for The Park’s brand revitalization effort, which begins with strategy and ends with implementation. The seven steps are (1) conduct a comprehensive brand audit, (2) determine the brand position, (3) develop ...


Hospitality Marketing: A Retrospective Analysis (1960-2010) And Predictions (2010-2020), Chekitan Dev, John Buschman, John Brown 2015 Cornell University School of Hotel Administration

Hospitality Marketing: A Retrospective Analysis (1960-2010) And Predictions (2010-2020), Chekitan Dev, John Buschman, John Brown

Chekitan Dev

Looking at the evolution of marketing as recorded in the pages of the Cornell Hospitality Quarterly, one sees a continual increase in the complexity of the marketing issues for the hospitality industry. Each decade’s articles have been marked by an emphasis on a particular aspect of marketing, generally representing the leading edge of marketing research and thinking. The 1960s, for instance, was the decade of promotion, with numerous articles explaining how to respond to increased competition with an intentional marketing program. The 1970s saw the development of new lodging products and the beginnings of market research, with a greater ...


Marketing Challenges For The Next Decade, Chekitan Dev, Michael Olsen 2015 Cornell University School of Hotel Administration

Marketing Challenges For The Next Decade, Chekitan Dev, Michael Olsen

Chekitan Dev

[Excerpt] The changes affecting (or afflicting) the travel industry are no secret. The industry faces broad-based globalization of its business, deregulation of industries and markets, privatization of state-owned assets, and revolutionary technological advances (as described in the preceding article). Those changes are affecting the industry in ways that are only now becoming apparent. If business operators are to succeed in such an uncertain environment, they need to anticipate and, when possible, lead their firms into new opportunities as a result of this analysis.


Customer Orientation Or Competitor Orientation: Which Marketing Strategy Has A Higher Payoff For Hotel Brands?, Chekitan Dev, Kevin Zhou, Jim Brown, Sanjeev Agarwal 2015 Cornell University School of Hotel Administration

Customer Orientation Or Competitor Orientation: Which Marketing Strategy Has A Higher Payoff For Hotel Brands?, Chekitan Dev, Kevin Zhou, Jim Brown, Sanjeev Agarwal

Chekitan Dev

This study of hotels representing thirty-seven brands from fifty-six countries uncovers the market conditions under which investing resources in specific market strategies leads to higher performance. Specifically, the authors identified, for the first time in an international context, the circumstances under which customer orientation (acquisition, satisfaction, and retention of customers) alone has a higher payoff or when simply investing resources on competitor orientation (monitoring, managing, and outflanking competitors) alone is the better strategy. An additional interesting twist, not shown before to the authors’ knowledge, is that in the cases where a customer-based strategy has a higher payoff, focusing on competitors ...


Opportunism In Brand Partnerships: Effects Of Coercion And Relationship Norms, Chekitan Dev, Stephan Grzeskowiak, James Brown 2015 Cornell University School of Hotel Administration

Opportunism In Brand Partnerships: Effects Of Coercion And Relationship Norms, Chekitan Dev, Stephan Grzeskowiak, James Brown

Chekitan Dev

Brand partner opportunism—deceptive or guileful behavior to gain an advantage—is a threat to a successful brand partnership. In this study, the authors examined the effects of coercive and noncoercive tactics for preventing opportunism as those tactics are influenced by relational norms—mutually held standards of behavior that support close relationships. In a survey of 367 hotel general managers from two large hotel brands, the authors found that, in partnerships characterized by strong relational norms, coercive influence strategies, such as threats, promises, or legalistic pleas, are less effective at limiting opportunism than are noncoercive strategies, such as information exchange ...


Brand Extension And Customer Loyalty Evidence From The Lodging Industry, Weizhong Jiang, Chekitan Dev, Vithala Rao 2015 Cornell University School of Hotel Administration

Brand Extension And Customer Loyalty Evidence From The Lodging Industry, Weizhong Jiang, Chekitan Dev, Vithala Rao

Chekitan Dev

[Excerpt] Building and successfully managing strong brands is considered to be one of the key drivers of success in the hotel industry. CEOs of hotel companies that own brands recognize that brand equity drives stock price and shareholder value. This sentiment is echoed on Wall Street, as the following comment indicates: "Lodging is a brand-equity business—(that) is the backbone of expansion. By building equity in its brand, a lodging company is able to “sell” its name to hotel owners and franchisors, and also able to reach consumers, thereby generating the demand to support expansion." Consumers often base their hotel-stay ...


Global Carnival Cruise Lines: Charting A New Brand Course, Chekitan Dev 2015 Cornell University School of Hotel Administration

Global Carnival Cruise Lines: Charting A New Brand Course, Chekitan Dev

Chekitan Dev

Carnival Cruise Lines is the market leader in the low-price cruise market. Carnival achieved this position by emphasizing onboard activities, targeting a relatively young cruiser, using extensive television advertising, and focusing on the travel agent as its channel of distribution. As a result of industry growth, new companies have entered the business and existing lines have added ships. Currently, Carnival controls 24 per-cent of the berth space in the North American market. This commentary on Professor Robert Kwortnik’s case offers nearly a dozen opportunities for Carnival management to strengthen its position—notably, paying attention to the market’s changing ...


Managing Hotel Brand Equity: A Customer-Centric Framework For Assessing Performance, Keshav Prasad, Chekitan Dev 2015 J.D. Power & Associates

Managing Hotel Brand Equity: A Customer-Centric Framework For Assessing Performance, Keshav Prasad, Chekitan Dev

Chekitan Dev

[Excerpt] Building brand equity, or strong brands, is considered to be one of the key drivers of a business’s success. In this article we examine what constitutes brand equity in the hotel industry and demonstrate a method for how that brand equity can be measured. Our objective here is to offer a diagnostic and decision-making tool to CEOs and top managers of hotel companies that will help them maximize the value of their brands. Although a real-life example of brand-equity measurement was not available, we have developed a hypothetical but realistic demonstration of how our brand-equity index is developed ...


Digital Commons powered by bepress