Marketing Commons^™

Mcnair Research Journal - Summer 2015, Kelly Abuali, Starr Bailey, Krystal Courtney D. Belmonte, Brittaney Benson-Townsend, Jennifer Bolick, Mihaela A. Ciulei, Ashley Crisp, Daniel N. Erosa, Richard V. Foster, Gisele Braga Goertz, Michael A. Langhardt, Kara Osborne, Julienne Jochel Paraiso, Shawn M. Rosen, Bella V. Smith, Jeevake Attapattu, Ernesto H. Bedoy, Michael G. Curtis, Wanda Inthavong, Marielle Leo, Primrose Martin, Tamieka Meadows, Rosa Perez, Jessica Recarey, Shea Silver, Linda Tompkins

McNair Journal

Journal articles based on research conducted by undergraduate students in the McNair Scholars Program

Table of Contents

Biography of Dr. Ronald E. McNair

Statements:

Dr. Neal J. Smatresk, UNLV President

Dr. Juanita P. Fain, Vice President of Student Affairs

Dr. William W. Sullivan, Associate Vice President for Retention and Outreach

Mr. Keith Rogers, Deputy Executive Director of the Center for Academic Enrichment and Outreach

McNair Scholars Institute Staff

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.

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.

Rebranding: A Case Study Of A Business Hotel In Singapore, Guat Loo Ooi

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper examined the process of service rebranding through various studies of corporate rebranding and service branding. This paper used exploratory case study to gain insight of an actual service rebranding of a business luxury class hotel, Royal Plaza on Scotts. Information from in-dept interviews with the Marketing and Brand Director was used to understand the various elements of the service rebranding process. The study showed that the actual service brand revitalisation of the hotel involved a combination of elements in the corporate rebranding and service branding processes. The study showed that the process of making changes to service brand …