Marketing Commons^™

Open Textbook For Art 27, Nate Cooper

Open Educational Resources

Work in Progress - In the Spring of 2023, I will endeavor to work collaboratively with students to develop an open textbook for the Art 26: UX Visual Design course. As this class has only been offered once in the past and in general the UX courses are new at Kingsborough there isn't an obvious single authority on the subject. As a practitioner in the field professionally, I grow concerned that even if a solid text could be found in print that industry changes happen so frequently that the only helpful authority will need to be a dynamic work. Hence, …

2023-March-07-Etsu Offering Overnight Pharmacy Camp June 5-9, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 7, 2023) – Students interested in learning more about the pharmacy profession can attend the GattonRx Summer Camp at East Tennessee State University Bill Gatton College of Pharmacy, an overnight camp on June 5-9. Registration is $200, and the deadline to apply is April 10. Scholarships are available for students who currently receive free or reduced school lunches or need assistance.

The camp is open to rising high school juniors, seniors and college students. Other levels may be considered on an individual basis.

Activities include:

• learning about the pharmacy profession from experienced, caring faculty,
• conducting patient …

What’S Gender Got To Do With It? Beyond Binary Gender In Market Research Resources, Amanda Pirog

Midwest Business Librarian Summit (MBLS)

No abstract provided.

Engaging Gen Z Through Humor, Wendy Gillis, Fred Pozin

AMTP Proceedings 2023

ABSTRACT

The current generation of undergraduate students in the classroom (Gen Z) is the loneliest generation in the U.S. (Twenge, 2017), and they know it. What are they spending time on? Their phones. What are they not spending time on? Time with friends (Twenge, 2017). Gen Z has more of a life online versus offline, yet Gen Z yearns for in-person interaction, and the pandemic has only made it worse. The authors’ advice? Tell a joke. By combining theories from psychology, management, and marketing, this conceptual paper explores the relationship between humor, trust, and persuasion.

Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An

AMTP Proceedings 2023

This study aims to examine how social media influences American Millennials’ and Gen Zers’ travel destination decision-making process in an integrative theoretical framework of the Uses and Gratification Theory and Theory of Reasoned Action. Young generations, who desire escapism and entertainment in order to relax through their everyday lives, are looking for value brought to their lives from vicarious out-of-routine experiences through social media, which engenders process gratification. This process evokes the desire to experience and explore the destination they viewed on social media, inducing vicarious pleasure that leads to affective responses toward the travel destination. Notably, a positive …

Secondbrand Exchange: When Traditional Retail Brands Resell Used Products, Peter Silverstein, Catherine Armstrong Soule, Sara Hanson

AMTP Proceedings 2023

This paper explores the novel context of secondbrand exchange, wherein traditional “firsthand” retail brands directly engaging in the reselling of their own previously used items. This research is the first to investigate how and why traditional brands engage in secondhand activities and to consider the influence of this strategy on consumer judgements about new products, used products, and the brand. The authors outline four consumer motives (frugality, sustainability, fashionability, and durability) for purchasing used items that are mapped onto strategic positioning for secondbrands. A framework of item transformation is introduced from refresh to renew to remake. Next, using brand extension, …

The Emergence Of “Createch” As A Required Or Desired Skill For Digital Marketing Internships, Theresa Clarke, Jordan A. Pratt, Canessa N. Collins

AMTP Proceedings 2023

See the uploaded file for an extended abstract.

Margin Variance Analysis For Informing Customer Engagement Strategy, Timothy J. Smith

AMTP Proceedings 2023

A margin variance analysis measures the sources of difference in gross margins between pieces of business within a larger set of business. When the piece of business is defined as the the total sales to an individual customer over a period of time, sales and marketing managers can use this analysis to define customer specific engagement strategies to improve customer profitability. In this paper, we clarify how customer engagement strategies can be driven by a margin variance analysis, provide derivations of two equally-valid forms of a simple customer margin variance analysis, and demonstrate the margin variance analysis and the development …

2023-March-03-Etsu Offering Overnight Pharmacy Camp June 5-9, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (March 7, 2023) – Students interested in learning more about the pharmacy profession can attend the GattonRx Summer Camp at East Tennessee State University Bill Gatton College of Pharmacy, an overnight camp on June 5-9. Registration is $200, and the deadline to apply is April 10. Scholarships are available for students who currently receive free or reduced school lunches or need assistance.

The camp is open to rising high school juniors, seniors and college students. Other levels may be considered on an individual basis.

Activities include:

• learning about the pharmacy profession from experienced, caring faculty,
• conducting …

The Power Of Algorithms And Big Data: A Marketing Perspective On Consumer Manipulation In Business, Jordan C'Rene Reuille-Dupont

University Honors Theses

In marketing, predictive analytics molds big data into tools that can create demographics, target pleasurable neuromodulator chemicals like dopamine, and influence individual and societal behavior patterns. Professionals and scholars alike can use machine-based computation to transform big data into usable knowledge that accurately represents and tracks human behavior. In the past couple of decades this has led to the acceleration of the attention economy and has fueled the age of information. It has pushed countries to not only enforce new laws and regulations, but also race to secure control over data science technologies. The research for this thesis will ultimately …

Predicting Mobility Using Limited Data During Early Stages Of A Pandemic, Michael T. Lash, S. Sajeesh, Özgür M. Araz

Department of Marketing: Faculty Publications

The COVID-19 pandemic has changed consumer behavior substantially. In this study, we explore the drivers of consumer mobility in several metropolitan areas in the United States under the perceived risks of COVID-19. We capture multiple dimensions of perceived risk using local and national cases and death counts of COVID-19, along with real-time Google Trends data for personal protective equipment (PPE). While Google Trends data are popular inputs in many studies, the risk of multicollinearity escalates with the addition of more relevant terms. Therefore, multicollinearity-alleviating methods are needed to appropriately leverage information provided by Google Trends data. We develop and utilize …

The Dedicated Truck To Take You To The Train Station: A Case Study On Ram's Marketing Strategy Through The Hit Series, Yellowstone, Hailey Keidel

Experience Industry Management

A company’s marketing strategy is crucial to said company’s success and expansion throughout its lifecycle. When looking at the automotive industry and its marketing standards, RAM is taking a step beyond with its partnership with Yellowstone. The purpose of this study was to analyze RAM’s marketing strategy in the Paramount series, Yellowstone. A case study was conducted on RAM through a tool created by the researcher with data collected from RAM’s core site, Yellowstone’s core site, and a variety of news and statistic outlets. The results of this study determined that RAM’s marketing strategy is highly successful in connection with …

Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz

Journal of Applied Sport Management

Waste Management leverages the PGA TOUR’s so-called “People’s Open” in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to …

2023-March-01-Etsu Pharmacy Alumnus Demonstrates Critical Role Of Pharmacists After Medical Emergency, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

When East Tennessee State University (ETSU) Bill Gatton College of Pharmacy alumnus Hayden Stanton (’22), PharmD, MBA, went to work at Food City Pharmacy in early December, it was just another day in the life of a community pharmacist: verifying prescriptions, giving vaccinations, and counseling patients to aid in taking medications effectively.  

But what he didn’t expect was a medical emergency that would have him go beyond his usual community pharmacy role and put his medical training to the test.

Katie Callerhorn, a current medical student at ETSU Quillen College of Medicine, was experiencing what she thought was an allergic …

2023-March-01-Meet Railroad 'Captain Tom' Goodin, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Supervisors called him faithful and loyal and ever safety-minded. Patrons lauded him for kindness and empathy. 
 
Some said he loved the job more than life itself. 
 
One thing is for sure: he was passionate about the railroad.
 
The late Thomas E. Goodin, a conductor with the Clinchfield Railroad, is an anomaly in railroad history. He worked an astonishing 51 years and received neither an injury nor a demerit.

ETSU’s Archives of Appalachia home to hundreds of artifacts

This work and more has been digitally cataloged by the Archives of Appalachia, part of the Center for Appalachian …

2023-March-01-Primary Sources, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2023-March-01-Wets-Fm Spring Fund Drive Happening Soon, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Listener support has kept public radio on the airwaves in the Appalachian Highlands for more than four decades. Listener support has kept public radio on the airwaves in the Appalachian Highlands for more than four decades. 

WETS-FM, located on the campus of East Tennessee State University, is asking for that support to continue. 

The station’s spring fund drive runs March 18-24.

“From news stories to informed opinion, public radio is critical here and throughout our country,” said Chad Barrett, station director. 

Donations made to the station go directly to support programming from NPR, APM and …

2023-March-01-Why I Teach- Dr. Daryl Carter, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2023-March-01-Bucwire-Students Choose New Id Card Design, University Marketing And Communication, East Tennessee State University

ETSU News

And the winner is … the Carillon sunrise design!

ETSU students chose a new ID card design last week through an online vote. Out of five options featuring campus and regional landmarks, students selected a design that combined both, with a silhouette of the ETSU Foundation Carillon in the foreground on the right, with the golden sun rising over blue mountains in the background.

Out of 3,052 total votes, the winning design received 1,221 votes, followed by the second-place design – an abstract depiction of the Southern Appalachian mountains – with 828 votes.

The five card designs were created by …

2023-March-01-Etsu Expands Focus On Community-Engaged Learning And 'Real-World' Experience, University Marketing And Communication, East Tennessee State University

ETSU News

A partnership with the Johnson City Police that allows students to shadow officers. 

A project with Bristol’s Steele Creek Park where students organized a natural history of the park.  

Work with the ETSU Research Corporation that afforded students the opportunity to create webpages and produce videos and social media advertisements for a large-scale event. 

For those who think college is all about required reading and lectures, East Tennessee State University is urging them to think again. 

These projects and many more are at the center of ETSU’s focus on providing community-engaged learning opportunities as part of the institution’s Quality Enhancement …