Marketing Commons^™

The Potential For Using Loyalty Rewards And Incentives Programs To Encourage Transit Ridership And Regional Transportation And Land Use Integration, Christopher E. Ferrell

Mineta Transportation Institute

Transit smart cards can be used as a tool for increasing transit ridership, increasing retail sales in transit-oriented developments (TODs) and eventually, increasing opportunities for retail development in TODs. Instead of providing separate loyalty rewards for each store, or chain of stores, such cards would provide loyalty rewards—in several possible forms, including free transit ride credits, cash rewards, retail purchase discounts, sweepstakes rewards—to all transit riders who patronize TOD retail businesses. Additional rewards could also be given to transit riders who live, work, and shop in TODs, and even to riders who take transit for specific shopping trips in TODs. …

Sample Syllabus For Teaching Online Database Modeling And Management, Joshua Moritz

Open Educational Resources

Students learn the basics of database modeling and managements as well as the analytical techniques and tools used to assess, enhance, and profit from customer-relationship management. The course reviews database technology, organization and planning including technology needs and outsourcing considerations; sampling techniques such as nth selects and frozen files; creating powerful predictor variables such as univariate and cross tabulations, ratios, time series variables, and other measures. The course also covers predicting customer actions by using multiple linear regression and correlation to model response, payment, attrition, churn, and other factors that assist in segmentation. Students also learn how to combine prospect …

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

2019 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

The Unfree Space Of Play: Emergence And Control In The Videogame And The Platform, Logan Brown

Markets, Globalization & Development Review

This article attempts to understand the economic and informatic ramifications of the convergence between increasingly connective games and massive online platforms by considering recent trends in both that center around designing for emergence. Scholarship on emergence as a property of games overwhelmingly treats emergent design as a liberating force that privileges player agency in a virtual space. Yet, as games fuse with surrounding platform ecosystems like Steam, Facebook, and Google, those emergent behaviors are subject to vast systems of inscription that analyze user behavior in order to reshape the free space of emergence and extract greater social and financial capital. …

An Investigation Of The Association Between Tourist Pre-Trip Planning Time And Length Of Trip, Lodging Choice, Tourist Psychographics And Demographics: An Application Of Correspondence Analysis And Cramér’S V Effect Size, James E. Stoddard, George D. Shows

Atlantic Marketing Association Proceedings

No abstract provided.

Making The Case For Global Outsourcing: Cases Of Business Complexities And Success, Alan D. Smith, Sara Krivacek

Atlantic Marketing Association Proceedings

No abstract provided.

A Product Affinity Segmentation Framework, Lili Zhang, Jennifer Priestley, Joseph Demaio, Sherry Ni

Published and Grey Literature from PhD Candidates

Product affinity segmentation discovers the linking between customers and products for cross-selling and promotion opportunities to increase sales and profits. However, there are some challenges with conventional approaches. The most straightforward approach is to use the product-level data for customer segmentation, but it results in less meaningful solutions. Moreover, customer segmentation becomes challenging on massive datasets due to computational complexity of traditional clustering methods. As an alternative, market basket analysis may suffer from association rules too general to be relevant for important segments. In this paper, we propose to partition customers and discover associated products simultaneously by detecting communities in …

From Photoshop® To Photoshop: Knowing How And When To Protect Your Brand Name, Joseph M. Dery

2019

Forbes Magazine's 2018 publication of "the World's Most Valuable Brands" illustrates a dramatic statistic: of their 100 top ranked brands, each had an estimated brand value of over $7B! In the US, however, the very legislation that protects brands from dilution also contains language on how to cancel a trademark that has become generic. This phenomenon is known as Brand Genericide. To best equip marketers with the ability to strategically influence this phenomenon, I offer an explanation as to "why" it exists, a detailed a methodology for tracing it, a series of strategic interventions for influencing it, and a …

A Study On The Commercial Promotion Mode Of Contemporary Young Artists In China Taking Art Nova 100 As An Example, Han Le

MA Theses

Nowadays, young artists have increasingly become a significant part of the art market in China since there has been a recent emergence of China's art market. Therefore, their personal growth and development would greatly impact the future of art market. With the support of relevant economic and political policies from the government, China has initiated many innovative characterized business modes of cultivating young artists. By looking at Art Nova 100, a quite typical art project of recent years in China, this paper firstly deals with the actual living situation of contemporary young Chinese artist together with considerations for specific historical …

An Analysis Of Millennial Attitudes Towards Car Servicing, Colwell S. Shupe, Jill M. Synek, Erin M. Chips, Eric A. Van Meter

Williams Honors College, Honors Research Projects

When our team originally began our project, we initially held the assumption that millennials do not care about car ownership or driving. As our secondary research progressed, we found that millennials do indeed care about automobiles, but limited research existed as to any underlying issues regarding car maintenance and service. We addressed this issue in our primary research and found that millennials experience anxiety as they do not know much about car maintenance. Our recommendations were targeted towards easing both the surface anxiety and addressing the underlying issues as well as helping prepare Goodyear for future trends that may arise.

Scenario Economic Impact & Marketing Implications For South Texas Saltwater Fishing Tournaments, Yeong Nain Chi, Marvin Lovett

Marketing Faculty Publications and Presentations

The main purpose of this study is to employ scenario analysis to estimate the economic impact of the expenditures of anglers who participate in saltwater fishing tournaments in Port Isabel/South Padre Island, Texas. Secondly, this study discusses the implications for initiating, maintaining, and/or expanding marketing communications, including event marketing and event sponsorships, to promote saltwater fishing tournaments in South Texas. This study also evaluates impacts on adjacent areas, identifies potential uses for economic impact information, and provides justification for investment and support of programs related to the growing needs of saltwater recreational fisheries management. To accomplish this study, the IMPLAN …

Challenges International Students And Their Perceive Values At University Of New Hampshire, Win Phyu Phyu Aung

Honors Theses and Capstones

No abstract provided.

Innovación En El Sector Textil: Incidencia De La Educación Sobre La Producción De Bienes Y Servicios Nuevos En La Industria Textil Para El Periodo 2007 - 2012, Jessica Andrea Nieto Martínez, Edwin David Ramírez Colorado, Julieth Tatiana Lozano Mondragón

Economía

La innovación tecnológica ha sido fundamental dentro de la evolución del mercado a nivel global, sin embargo, es necesario que dentro de la misma exista capital humano capacitado para que junto con la innovación se impulse la optimización de la productividad de las empresas y a gran escala el crecimiento económico de las naciones. Por lo tanto, el objetivo del presente trabajo es analizar la incidencia del nivel educativo para la producción de bienes o servicios en la industria textil para los años 2007 – 2012. Para el desarrollo de la investigación se realizó un estudio econométrico a partir de …