Marketing Commons^™

2019-Notes From The Field- Emily Perez Does Appe Rotation In Infection Diseases At Jcmc, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Emily Perez, who did a May 2019 APPE Rotation in Infectious Diseases with Dr. Paul Lewis at Johnson City Medical Center.

Looking back, what made you decide to pursue the rotation?

EP: Honestly, I love everything infectious disease related! I see myself working as an ID clinical pharmacist in the future, so I wanted to give myself every opportunity to learn from a specialist in a clinical setting. 

What was your favorite part of the rotation?

EP: My favorite part of the rotation was seeing all of the different activities that an ID clinical pharmacist is involved in and …

2019-Pharmacy Honor Society Announces New Members, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The Delta Epsilon chapter of the Rho Chi Pharmacy Honor Society has announced its new members.  To be asked to join the Society, students must perform in the top 20% of their class academically.  This year’s initiates are:

From the Class of 2020: Dickerson, Lauren E. 
Koh, Doug K. 
Wallen, Christopher C. 

From the Class of 2021:
  Barnes, Bridgett A. 
Bradley, Jennifer R. 
Brumit, Jessica C. 
Huskey, Mariah A. 
Johnson, Amber J. 
Lamb, Maxwell L. 
Maloney, Rebecca M. 
Maxfield, Harley R. 
Ombasa, Juddy M. 
Wade, Parker R. 
Weaver, April M. 
Zysk, Stacey N.  

This year’s initiation ceremony is on Tuesday, …

Top 10 Nafta Non-Tire Rubber Company Mapping, Lucas Ingalls

Williams Honors College, Honors Research Projects

I will be completing thorough research on the top 10 rubber companies in NAFTA that are non-tire manufacturers. I will format this data to show all their locations, what the location does, if they buy rubber and how much, if they buy from HEXPOL Compounding, and who their purchasing manager is. This will be completed for HEXPOL Compounding, an international custom rubber mixer with 16 locations in North America and growing. I will use internal software systems through HEXPOL Compounding to collect already known data, find information on the companies' websites, speak with HEXPOL Compounding's customer service representatives and business …

Strategic Opportunities In Rental Companies And Ridesharing, Julia Baumann, Danay Kmatz, Noaa Lanotte, Zachary Murray, Jonathan Weaver

Williams Honors College, Honors Research Projects

Given the future of mobility, the increase in online shopping, and the ease of ridesharing, companies need to adapt their network to one that uniquely utilizes their resources to cater to these dramatic changes. The task in this case was to re-image Goodyear’s dealer network and find possible ways to use their excess space to help establish themselves in the future of mobility. The team conducted secondary research on three main topics: retail versus online shopping, Goodyear’s services compared to services needed by Uber and Lyft drivers, and information regarding the current and future status of ridesharing.

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.

Consumer Tradeoffs In Material And Experiential Purchases, Ganga Urumutta Hewage

Electronic Theses and Dissertations

Material and experiential purchases have gained much attention in psychology and consumer behavior alike (Carter and Gilovich 2010; Nicolao, Irwin, and Goodman 2009; Rosenzweig and Gilovich 2012; Tully, Hershfield, and Meyvis 2015). In three essays, I examine the theoretical and practical implications of consumer tradeoffs in this domain. In the first essay, I explore how regulatory focus influences the tradeoffs between material and experiential purchases. Results of five laboratory studies and two field studies (using Instagram and Google Trends data) suggest that, as the regulatory focus shifts from prevention to promotion, there is a higher likelihood of choosing experiential purchases …

Are They Even Following Us?: Using Market Research Data To Understand Students’ Social Media Preferences, Mark Aaron Polger, Dan Sich

Publications and Research

The purpose of this paper is the exploration of students’ preferred social media (SM) tools for receiving information about their academic library. The authors administered a questionnaire at their prospective institutions: the College of Staten Island (CSI), City University of New York, USA and the University of Western Ontario (UWO) in London, Ontario, Canada. The authors examine students’ preferences for various SM tools, and analyzed the types of information students expect from the library’s SM accounts. The authors argue that the library’s SM postings should be curated based on market research that provides a better understanding of the target audience.

Time For A Marketing Curriculum Overhaul: Developing A Digital-First Approach, Andrew Rohm, Julian Saint Clair

Marketing & Business Law Faculty Works

Academic programs and educators face numerous challenges related to teaching digital marketing. Today, the world of marketing is digital and marketing programs have struggled to maintain pace with the changes influencing marketing practice. The authors describe the M-School program at Loyola Marymount University, a program developed to address this challenge by placing digital marketing at the center of the curriculum. Through experiential learning and project-based learning, M-School courses expose students to real-life challenges involving ways in which companies and organizations generate consumer awareness, demand, and value given the significant digital shifts taking place in technology and consumer behavior. The authors …

Subsistence Marketplaces: Challenges And Opportunities, Madhu Viswanathan

Marketing & Business Law Faculty Works

This introductory article is a biennial exercise to reflect on the stream of subsistence marketplaces as a prelude to the special section on this topic following the Sixth Subsistence Marketplaces Conference in 2016. The call for papers was not restricted to conference presentations. At the end of the review process, the special section contained four articles spanning a diverse set of topics. The authors provide an overview of the subsistence marketplaces stream and a background of the conference series. This is followed by a brief introduction to the special issue. They then discuss the what, how, and why for past …

Implementation Of Social Innovations In Subsistence Marketplaces: A Facilitated Institutional Change Process Model, Madhu Viswanathan

Marketing & Business Law Faculty Works

Implementation of social innovations in subsistence marketplaces often fails as a result of not bringing about institutional change. In this article, we study the process through which social enterprises facilitate local communities in effecting the process of institutional change as they introduce social innovations. Analyzing rich ethnographic data from 19 social enterprises, we develop the process of “facilitated institutional work” for implementing social innovation. We present a process model for implementing social innovation with four distinct stages involving social enterprises—(1) legitimating themselves within local communities, (2) disrupting aspects of the local institutional environment, (3) helping re-envision institutional norms or practices, …

Strategic Recommendations For Sherwin Williams, Alysha Blanchard, Cara Crookston, Jacob Kaut, Lucas Colantoni, Lillyanne Sweitzer

Williams Honors College, Honors Research Projects

Our project objective was to provide Sherwin Williams with a comprehensive and well researched recommendation to aid recruitment efforts for their Management Trainee Program, as well as increase employee retention. Our team’s primary research was centered around benchmarking Sherwin Williams’ business related practices with those of similar retail companies and employees. Specifically, the research was focused on company culture, training and support, employee referrals, and treatment of part-time employees of the different organizations. To complete the benchmarking effectively, our team created two variations of a survey design to capture the necessary feedback and data. After analyzing our primary research and …

The Effect Of Behavioral Traits And Background On Engineering Students’ Decision-Making Process Compared To Business Students, Joe Scott

Williams Honors College, Honors Research Projects

This paper looks to narrow down the reasons that students undertake new credentials, specifically in sales fields. With a focus on character traits and upbringing, the goal is to ensure that there is a better understanding of the reasons that people undertake these credentials. The different benefits of credentials will be analyzed to determine the most influential reason that people would be willing to move forward. The combination of these factors will be used to provide recommendations of the best way to reach and influence the decision of the engineering students.

Shame And Guilt: The Good, The Bad, And The Ugly, Raika Sadeghein

Graduate Theses, Dissertations, and Problem Reports (ETD)

In the past few decades, we have witnessed a growing body of literature on emotions in the consumer behavior domain. Emotions are defined as “mental states of readiness that arise from appraisals of events or one’s own thoughts” (Bagozzi, Gopinath, & Nyer, 1999, p. 184). Marketers have examined the role of emotions as stimuli, mediators, moderators, and responses to the environment. The broad topic of emotions includes subtopics such as impact of emotions on consumption, attitudes, and behavioral intentions, emotional responses to market stimuli, and the impact of emotions on cognition. However, although the study of emotions is pivotal to …

Yeats’S Legacy And Literary Tourism: A Study Of The Yeats Winter School In Sligo, Mary Mcguckin

Irish Business Journal

Literary tourism is of increasing importance within the field of cultural and heritage tourism yet remains under-represented in academic literature. Smith, et al. (2010, p. 108) define it as a “tourism activity motivated by interest in an author, a literary creation or setting, or the literary heritage of a destination”. The typical profile of a literary tourist is that of a well- educated holidaymaker who is seeking an authentic experience, may have heard about the place’s linkage with a writer but may not have high levels of knowledge about the actual work of the writer. The socio-economic characteristics of literary …

A Strategic Approach To Amplifying An Experiential Event Using Social Currency To Reach A Mass Audience, Holly Barry, Rose Leahy, Pio Fenton

Dept. of Marketing & International Business Conference Material

Given the rise in popularity in the use of experiential marketing (Moderne Communications, 2014), it is timely to establish from the marketing practitioners’ perspective, the strategic approach necessary to amplify experiential events using social currency to reach a mass audience in the FMCG sector. By introducing the FMCG marketer’s perspective into the discussion on experiential event marketing, this research offers an insight into how brands are activating this marketing activity. Based on the analysis of interviews profiling fifty brands in the FMCG sector, preliminary findings suggest that the success of an amplification strategy for an experiential event in FMCG markets, …

Developing Scale Of Tourists’ Attitude Toward Culture Souvenirs, Wei Wang, Gallayanee Yaoyuneyong, Pauline Sullivan, Brigitte Burgess

AMTP Proceedings 2019

A variety of scales exist related to culture, but the literature lacked a scale measuring Attitude Toward Cultural Souvenirs (ATCS). The purpose of this study was to fill this literature gap by developing and testing a scale to measure ATCS. The scale development approach recommended by Churchill (1979) and Netemeyer, Bearden and Sharma’s (2003), which uses theory to guide the conceptualization and development of measurement items, was adopted. The resulting scale proves to be robust and reliable across cultures. Beyond the theoretical value of scale development, the current study broadens the literature by adding findings on attitudes towards cultural souvenirs. …

Best Practices In Digital Content Marketing For Building University Brands, Julie M. Pharr

AMTP Proceedings 2019

This paper explores and proposes the use of digital content marketing as a means of brand-building for colleges and universities. The paper reviews and synthesizes literature on the state of the art in digital content marketing in order to identify best practices. Effective techniques, some based on empirical testing, are applied to the use of digital content marketing by higher education institutions.

“Tipping Required”: Development Of A Model To Understand Customer Reactions To Non-Voluntary Tipping Systems, Ismail Karabas, Jeff Joireman

AMTP Proceedings 2019

This paper examines customer response to non-voluntary tipping systems as an emerging trend in the servicescape. A non-voluntary tipping system is a form of service inclusive pricing (e.g., increasing menu prices, automatically charging a percentage of tip on the final bill regardless of table size). Across four experiments, results suggest that non-voluntary tipping leads to higher customer anger than voluntary tipping, which leads to lower return intentions. The results also show a larger difference in customer response (customer anger, return intentions) to non-voluntary and voluntary tipping systems under high service quality than low service quality. The mediating role of the …

“Not So Fast! Let’S Find Your Optimal Delivery Time!”: The Impact Of Delivery Time On Retailer Profit In A Heterogeneous Market, Saman Modiri, Scott Fay

AMTP Proceedings 2019

In order to make online shopping more attractive to consumers, many retailers have endeavored to reduce the time between when an order is placed and when it is received. The cost of delivery and logistical challenges are obvious impediments to faster delivery. In this paper, we examine how other factors, including the presence of physical channels and consumer heterogeneity (in shopping preferences and product valuations), impact the optimal delivery time. To isolate the effects of these alternative factors, we ask whether faster delivery is always profitable even if it is costless to the firm and if there is no logistical …

Analyzing True Loyalty In The Middle Eastern Market: Brand Preference And Brand Insistence, Larry P. Pleshko, Richard A. Heiens

AMTP Proceedings 2019

The purpose of this study was to investigate loyalty profiles in among consumers of western-style coffee shops within the emerging market of Kuwait. The loyalty profiles were developed based on the typology presented by Dick & Basu (1994), where buyers can be truly loyal, spuriously loyal, latently loyal, or not loyal to a specific brand. Added to these four loyalty types are the inclusion of two specific true loyalty categories, preferent true loyalty and insistent true loyalty. The study presents evidence that a large proportion of customers fall into the true loyalty category. However, only about five percent of the …