Business Commons^™

Developing A Marketing Plan For Hertz China, Isabel Tan Ai Wei

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional-paper is to develop a marketing plan for Hertz China. Hertz China is a car rental company which focused on business to business and business to customer market and only short-term rentals, of less than one year's duration. This marketing plan will thus exclude long-term or leasing arrangements and considers only cars, and excludes commercial vehicles such as vans and trucks. The marketing plan will focus on analyzing the potential consumers, product mix, price, and local competitors for such a business.

Marketing Analysis For Bonk Knob Shoals Located In Van Buren County, Tennessee, Lillian Lee Ehrmann

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this paper is to provide Alfred Crabtree, owner of Bonk Knob Shoals, with a marketing plan. Bonk Knob Shoals will be an upscale campsite nearby Spencer, TN in Van Buren County.

Statement of Objective: Bonk Knob Shoals is currently under development and the owner wants to gain insight to LOHAS tourists, so he can create a suitable business plan to attract people in that niche market. Marketing is a huge component of the business plan because Crabtree believes a significant amount of resources will be needed to increase tourism awareness of the upscale campsite, …

The Long-Term Impact Of A Loyalty Program: An Evaluation From A Las Vegas Casino Hotel, Myongjee Yoo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs are popular marketing strategies intended to attract, maintain, and enhance customer relationships. Despite the widespread usage of loyalty programs across various businesses, its effectiveness has not been well validated. Few empirical studies attempted to evaluate the value of loyalty programs but the findings have been conflicting with each other. Given the competitive climate of such a highly saturated competitive market of the hospitality industry, it is meaningful for hospitality marketers to evaluate the effectiveness of loyalty programs to increase customer retention and profitability. Therefore, the main purpose of this study was to examine the effectiveness of a hospitality …

Total Rewards Compensation: A Viable Solution, Patrick Wesley Smith

UNLV Theses, Dissertations, Professional Papers, and Capstones

Total rewards customer loyalty programs represent a viable solution for domestic gaming operators in today’s current economic environment. Total rewards customer loyalty programs provide domestic gaming operators with an unparalleled tool in understanding, identifying, and realizing their customer’s desires. The design of total rewards customer loyalty programs provides domestic gaming operators with the ability to remain fluid and allows quick adaptation to ever changing market conditions. Research suggests that total rewards customer loyalty programs provide domestic gaming operators with a viable financial solution that provides equitable value to customers alike. This paper will analyze the structure of customer loyalty programs …

Targeting A Niche Market In Las Vegas Gaming Industry, Sookyung Yeo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose

The purpose of this paper is to analyze the most profitable Chinese group in the Las Vegas gaming market in order to develop a customized marketing strategy for the group.

Hospitality Loyalty Program Effectiveness Evaluation Rubric, Nazia Charania

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper examines the various loyalty program strategies and design elements utilized within the hospitality industry and evaluates the implications of the various strategies on establishing and fostering loyalty among consumers within a hyper competitive industry. In order to maintain competitive parity, many programs have constantly lowered reward thresholds and increased program offerings, making such programs very costly and with little direct evaluation in their ability to stimulate true loyalty. In a society bombarded by loyalty programs in almost all industries, consumers are becoming very savvy in comparing their personal rewards to the effort and inconveniences incurred by enrolling. The …

Alumni Participation: An Investigation Using Relationship Marketing Principles, Lisa Ann Kelleher

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study investigated in what ways alumni relations officers use relationship marketing principles, concepts, and bonding levels to strengthen the ties between alumni and their alma maters. Alumni programs and services at select high intensive research institutions of higher education were explored and an explanation was offered for how using relationship marketing in alumni relations might be beneficial. A literature synthesis, drawn from an extensive examination, evaluation, and interpretation of alumni relations and relationship marketing literature, helped to inform this exploratory study. Using a qualitative method of study, data was gathered through interviews with senior alumni relations officers, by observing …

Exploring The Feasibility Of Converting The Mardi Gras Hotel And Casino Into A Casino Boutique Hotel, Patrick Brennan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Introduction:

The topic of my Professional Paper will be the feasibility study of renovating the Mardi Gras Hotel and Casino in Las Vegas, Nevada. Currently the Mardi Gras is operating as a Best Western and is looking to expand into the boutique hotel market. With the maturation of the Las Vegas hotel market, it is vital to think forward in new methods of design and marketing to attract the next generation of convention attendees and visiting tourist.

Purpose:

The purpose of this study is to determine the feasibility of converting the Mardi Gras hotel and casino into a destination casino …

Explore Guerrilla Marketing Potentials For Trade Show, Jie Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is an exploratory research paper trying to identify effective guerrilla marketing practices in solving tradeshow marketing challenges. Major problems faced by trade show marketers are analyzed in the beginning: limited marketing budget, ineffective marketing tools and dissatisfaction from exhibitors. The study introduced guerrilla marketing methods by both exploring the theory and identifying successful cases. At the end, specific guerrilla marketing guidelines were built for tradeshow marketers.

Identifying Green Meetings In The Hospitality Industry, Shin Yi (Felicity) Chiou

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this paper is to identify what constitutes green meetings in the hospitality industries with special attentions on the applications of modern technologies and marketing strategies. This professional paper will search and collect the related literature reviews and existent practices with green ideology in hospitality to clarify the myth and difficulties of being green and help the readers or potential advocates better understand green meetings and adopt them.

Examining The Value Of Word Of Mouth As A Marketing Tool For Poker Book, Jeffery J. Hwang

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the spring of 2003, the poker world saw the launch of the World Poker Tour; that same May, an amateur poker player and online qualifier named Chris Moneymaker won the Main Event of the World Series of Poker and the $2.5 million first prize, demonstrating that virtually anyone can win at poker. The result of these two events was a “poker boom” that, by September 2005, had the two largest poker book publishers on the planet reporting ten-fold increases in sales. And yet, outside of their own company websites, most of the largest poker book publishers on the planet …

Sunrise, Sunset? Comparing The Las Vegas And Macao Gaming Markets In 2010, Jung-Eun Joyce Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

When The Mirage opened in 1989, it was the most expensive hotel-casino in history with a construction cost of $630 million. Along with eruption of its signature attraction, The Volcano, this high profile project started a tourism boom and started a trend of further developments of integrated mega-resorts. The Mirage set a new level of experience for Las Vegas strip. However, the global financial crisis that started in 2007 has since left Las Vegas with the highest foreclosure rate in the country and sent accompanying businesses and growth tumbling (Veiga, 2010). Gaming industry has long been thought to be recession …

Understanding American Customer Perceptions On Japanese Food And Services In The U.S, Hoon Lim

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this study is to provide an appropriate approach for Japanese restaurant operators to identify the wants and needs of their American customers, and thereby assist restaurateurs in developing strategies that would best attract this market. There are many important attributes of Japanese food and services that affect the satisfaction and behavioral intentions of American customers. Japanese restaurant operators should recognize the perceptions of their American customers and monitor the factors affecting customer satisfaction and revisit intention. This effort will lead Japanese restaurants in the U.S. to improve their operational and marketing efficiency, and thereby increase profitability.

Mandarin Oriental, Las Vegas: Building A Unique Brand In A Unique City, Garren Grieve

UNLV Theses, Dissertations, Professional Papers, and Capstones

A marketing plan tailored toward the Mandarin Oriental, Las Vegas. The hotel’s performance has struggled along with the other two hotels at MGM Resort’s CityCenter venue since its opening in December, 2009 with lower than expected business levels. Creative marketing that focuses on the strengths of the hotel and the Mandarin Oriental brand, specifically in Las Vegas will set the young hotel up for the best success in the future. A comprehensive approach to the marketing plan includes numerous internal and external factors that will enable senior management to make sound fact based business decisions. The marketing plan for the …

A Study On Eco-Friendly Merchandise In A Resort Retail Environment, Lindsey C. Patrick

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this study is to determine consumer purchasing habits of ecofriendly apparel in a retail resort environment. In order to find the rationale behind purchasing decisions, this study measured sales and survey responses based on the choice of two tee shirt options, eco-friendly tee shirts and regular cotton tee shirts. The survey was given to all customers purchasing these tee shirts in order to determine specific demographic information as well as their personal opinions on eco-friendliness, and willingness to pay a premium for eco-friendly products. Due to a lack of previous research in this field, this study is …

Elements Food Group Marketing Plan, Lacey Murillo

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper provides Elements Food Group with a detailed strategic marketing plan that will assist in increasing revenues and solidify the “Elements” brand within the greater Los Angeles area. Through extensive research into the local history of the Pasadena Playhouse District, the financial history of the Pasadena Playhouse building, and the past failures of the restaurant space attached to the playhouse a marketing plan was developed that provides a thorough analysis and understanding of how Elements Kitchen can increase revenues. Building a strong online marketing brand through multiple outlets paired with a guerilla- style marketing to the surrounding community will …

Selling Knowledge: A Sociological Analysis Of Attorney Advertisement In Las Vegas, Giselle Velasquez

UNLV Theses, Dissertations, Professional Papers, and Capstones

I analyze how Las Vegas attorneys represent themselves, their associates and clients in televised law firm commercials. I use attorney commercials as a case to explore cultural beliefs in media representations. Using an inductive method, I analyze the textual, visual, and aural symbols that appear most frequently in television commercials to interpret how law firm advertisements convey themes of attorney expertise, knowledge, ethnic and gender stereotyping. I introduce this study with a historical evaluation of the rise of advertisement in the United States. I continue discussing how the media is an important realm of discourse that affects people's identity. Using …

Evaluating Point-Of-Sale Buying Decisions: Understanding Why Consumers Purchase Timeshares, Lisa Y. Thomas

UNLV Theses, Dissertations, Professional Papers, and Capstones

The timeshare industry, also known as vacation ownership, is the fastest growing segment of the hospitality industry with sales totaling $9.7 billion in 2008 (ARDA, 2010). The typical timeshare sales process is a 90-120 minute sales presentation conducted by a timeshare sales representative to customers. At the end of the sales presentation, the customers are given the option to either purchase a timeshare unit at a discounted price with first-day incentives or to purchase at a later date at the full price and without the extra incentives. This today-only sales pitch is perceived as an unsavory process by a many …

Impact Of Hotel Discount Strategies On Consumers’ Emotion And Behavior In The Presence Of High And Low Involvement Consumers, Seung H. Lee

UNLV Theses, Dissertations, Professional Papers, and Capstones

While hotels come up with various discount strategies to attract consumers, especially during a recession, both hotels and consumers seem to favor dynamic pricing. Yet there are not enough studies available to reveal that dynamic pricing would positively impact consumers. Studies also indicated that price discounts give consumers not only monetary benefits but also positive emotional responses. The purpose of this study was to investigate how uniform pricing and dynamic pricing influence consumers' emotion and behavior, in the presence of low involvement and high involvement consumers. The results of study suggested that high involvement consumers responded more positively to dynamic …

Is Premium Pricing Strategy A Viable Option To Pursue Higher Revenue Performance? A Case Study Of Relative Pricing Strategy In The Singapore Lodging Market, Xiaorong Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is an exploratory research paper on how relative pricing affects an individual hotel’s revenue performance in the Singapore lodging market. First, it measures the REVPAR effects for both a discounting and premium pricing strategy at a local hotel against its competitive set. The findings conclude that a premium pricing strategy is a better way to improve REVPAR performance due to the inelastic nature of the demand curve for hotel rooms in the Singapore market. The findings also show that there is a price limit to a premium pricing strategy, beyond which the growth of REVPAR stagnates because customers were …

Enhanced Food Marketing To Children On The Internet: A Content Analysis, Sarah A. Ochsner

UNLV Theses, Dissertations, Professional Papers, and Capstones

In light of the continuing epidemic of childhood obesity, aggressive food marketing strategies have come under increased scrutiny as a possible contributing factor. It has been acknowledged in numerous studies, that poor nutrient quality of food and beverages dominate children's programming. The growth in child-specific media envoys has further increased favorable opportunities to market food and beverages to children, notably less regulated and parentally unsupervised. According to the U.S. Census Bureau, 65% of children aged 6-11 have home access to the Internet; and today, the majority of food manufacturers operate websites appealing to children. The Institute of Medicine issued a …

Las Vegas Visitor Demographics: Be Careful What You Wish For, Joseph Akinsete

UNLV Theses, Dissertations, Professional Papers, and Capstones

Targeting the correct customer is one of the most important components to owning and running a successful company. To have a great product that is marketed to the wrong customer, will result in lost profits and missed opportunities.

Over the last 20 years Las Vegas has seen two drastic changes in its target customer and visitor demographics. By the late 1980’s gaming revenue in Las Vegas was down as other areas in the country started to legalize gambling. In an attempt to stimulate visitor numbers the city was reinvented in the image of Disney. Themed hotels such as the Luxor …

Adapting Disneyland’S Service Strategy To Korea’S Everland Theme Park, Haesun Paik

UNLV Theses, Dissertations, Professional Papers, and Capstones

Disneyland is an American amusement park located in Anaheim, California, owned and operated by the Walt Disney Company. On July 18, 1955 the park was first opened to the public (Absolute Astronomy, 2009). Tourists come from all over the world to experience Disneyland not only for theme park, but also for its well-known quality of service, proven time and again by returning visitors. Behind the Disney World being the first, Disneyland is the second most visited park in the world having more than 14,800,000 visitors (TEA and ERA, 2008). Korea is one of the fastest growing countries in Asia and …

Digital/Social Media As An Audience Marketing Tool To Promote Corporate Events, Corie Rand

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional paper, a case study, is to determine the benefits of using digital/social media as an additional audience-marketing tool in promoting and increasing registration for business-to-business (B2B) corporate in-person events. This case study researches the state of the B2B publishing/media industry, and the media company, Reed Business Information (RBI) is the focus of this study. This paper will address RBI's business need to invest in additional revenue streams, and the potential of applying researched marketing tools that could help to promote and drive registration for events. The impact of applying digital/social media, as a marketing tool, …

Introducing Pr Strategies Into Chinese Exhibition Planning Services, Fei Xia

UNLV Theses, Dissertations, Professional Papers, and Capstones

This professional paper focuses on case studies from three Chinese companies’ exhibition experiences. This paper will use the case studies to investigate clients’ perspectives on the planning deficiencies of Chinese exhibition companies or professional associations. Finally, this paper will propose a relatively executable guide that includes an advanced U.S. planning process for Chinese exhibition companies.

Targeting And Positioning Hotel Atlet Century Park In Serving Two Distinct Markets: Commercial And Social, Grace Widiarti

UNLV Theses, Dissertations, Professional Papers, and Capstones

Hotel Atlet Century Park (HACP) is a government owned hotel located in the sports district in central Jakarta, Indonesia. The hotel was opened in November 1991 and is operated by PT. Lingga Hamparan Krida (PT. LHK), a private company. The hotel occupies 1.7 hectares of land and was formerly a dormitory for Indonesian athletes. With 17 stories and 600 rooms, it was indeed a large dormitory. When the government encountered difficulties in managing such a large dormitory, PT. LHK approached the government to discuss the possibility of converting the dormitory into a three-star hotel. The decision of PT. LHK to …

Nation Branding: A Case Study Of Singapore, F. Woo Yee

UNLV Theses, Dissertations, Professional Papers, and Capstones

Nation branding, or country branding is a relatively new concept. The purpose of this paper is to develop a case study of Singapore as a nation brand. It will first review the conceptual foundation of nation branding and study nation branding application. This study will use the case study approach to gain insight into nation branding concept and inspect Singapore as a nation within the parameters of nation branding. The specific objectives of this paper are to first review the conceptual and theoretical foundation of nation branding by leading researchers in the marketing field; second, to examine and define nation …

The Relationship Between Destination Personality, Self-Congruity, And Behavioral Intentions, Ahmet Usakli

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this research was to investigate the perceived destination personality of Las Vegas and to examine the relationships among destination personality, self-congruity, and tourist's behavioral intentions. A convenience sample of 382 visitors to Las Vegas was surveyed and 368 usable questionnaires were analyzed. The findings of the study indicate that tourists ascribe personality characteristics to destinations and perceived destination personality of Las Vegas is five dimensional: vibrancy, sophistication, competence, contemporary, and sincerity. These dimensions have a positive influence on intention to return and intention to recommend. The study also supports the self-congruity theory within the context of tourism …

A Choice Model Approach To Business And Leisure Traveler's Preferences For Green Hotel Attributes, Michelle Millar

UNLV Theses, Dissertations, Professional Papers, and Capstones

There has been an increase in environmental concern by travelers in the United States (U. S.). As a result, hospitality companies are taking note and have begun to incorporate environmentally friendly or green practices into their operations. What remains relatively unclear, though, is if the increase in environmental consciousness has translated into a demand for environmentally friendly tourism products, such as hotels. There are a few studies related to the demand for environmentally friendly hotel attributes, but none of them have looked at a bundle of environmentally friendly attributes and how customers would react to a hotel room incorporating not …

An Examination Of Sport Identity Amongst Youth Soccer Participants And The Implications For Mls Marketing, Emmanuel Ayim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Up to this point, numerous studies have been done on sport consumption behavior among spectators. However, few studies have been done on participant consumption behavior and no research has focused on soccer participant identity. The purpose of this study is to examine soccer identity among youth soccer players, including their level of identity as a soccer participant, soccer spectator and fan. Additionally, identity development of youth soccer participants relative to MLS marketing efforts of soccer was investigated.

Sport is intimately intertwined with the American lifestyle. Experts conservatively estimate sport as an over 400 billion dollar industry. This places the sport …