Marketing Commons^™

How Technology Has Changed Direct Selling, Robert Anthony Norris

Honors Projects in Marketing

Traditional direct selling has undergone a dramatic transformation as new technology, products, and methods have developed over the last few years. The industry has adapted to these advancements in order to stay relevant in today’s changing market place. In some ways, these technological advancements have created opportunities, though some believe the essence of direct selling is now at risk. There has been little research in the field of direct selling and even less on the impact technological advances have on the industry or players involved. The purpose of this research is to uncover how the development of technology and social …

Enterprise Marketing Automation Software Selection, Anju Babu

Engineering and Technology Management Student Projects

Enterprises devote a large amount of time and effort in selecting software products that are critical to their competitive advantage, and one such software is the marketing automation software. The paper discusses in detail the different criteria and methodology for selecting one marketing automation software product among the leading products available in the market.

The selection process was identified as a multi-criteria decision-making (MCDM) problem and the methodology used for analysis was Hierarchical Decision Model (HDM), a variation of Analytic Hierarchy Process (AHP). Nine experts with different backgrounds in terms of job functions, functional experience, and geographies, who had expertise …

Ethical Consumerism And The Target Segment For Fair Trade Coffee, Lauren Mangan

Senior Honors Projects

The fair trade movement is a social entrepreneurship project that deals with a subsistence marketplace in order to improve the lives of suppliers in the ways of improved pay, increased opportunity fair treatment , positive environmental impact and more. Marketing is important in promoting and growing the fair trade movement and it is important to me to assist in this movement because I have become passionate about the rights of farmers after my immersion to Nicaragua. The first step in improving a marketing campaign is conducting market research. This research aims to answer the question: What is the target segment …

Resolution, Relief, And Resignation: A Qualitative Study Of Responses To Misfit At Work., Elizabeth H. Follmer, Danielle L. Talbot, Amy L. Kristof-Brown, Stacy L. Astrove, Jon Billsberry

2018 Faculty Bibliography

Research has portrayed person–environment (PE) fit as a pleasant condition resulting from people being attracted to and selected into compatible work environments; yet, our study reveals that creating and maintaining a sense of fit frequently involves an effortful, dynamic set of strategies. We used a two-phase, qualitative design to allow employees to report how they become aware of and experience misfit, and what they do in response. To address these questions, we conducted interviews with 81 individuals sampled from diverse industries and occupations. Through their descriptions, we identified three broad responses to the experience of misfit: resolution, relief, and resignation. …

Glossary Of Business Evidence, Paul C. Boyd

MBA Faculty Conference Papers & Journal Articles

No abstract provided.

17 Days: Cross-Country With Social Media, Zachary Alvarado

Senior Theses

"Austin Prescott and Zach Alvarado travel from South Carolina to California using social media to find and communicate with hosts throughout the country..."

https://www.youtube.com/watch?v=V8k6EQnW5D4

Costs of investment were weighed against capital contributions throughout our campaign. While the film serves to inspire, entertain, and inform, the paper dives deeper into the brand-building, cost-savings, and logistics of the trip. In the end, we more than doubled our initial investment and had an awesome time while doing it.

Indah: The Unorthodox Rise Of A Columbian Staple, Will Helms

Senior Theses

Over the course of several weeks, I conducted a series of observations at Indah Coffee Co. in order to better understand its marketing and interaction with the neighborhood. After observing the coffee shop several times, I consulted outside sources, a process that is considered to be in the psychological realm of “grounded theory”, constantly comparing them to my own observations. After an interview with Indah’s owner, I began compiling my findings. The following paper is an outline of my findings, including the importance of the product in the coffee industry versus other industries, the power of successful grassroots marketing, and …

2018-April-01-Tyler Mitchell, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-Master Of Fine Arts Spring Exhibition At Reece Museum.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The annual Master of Fine Arts Spring exhibition "Find the Pattern & Break it" will be on display at the Reece Museum until May 4, 2018. An artists reception will be held on Thursday, April 19th from 5:00pm - 7:00pm.

Featuring the work of:
Bradley Marshall, Maria Risner, Alice Salyer, Jorden Whitten, Kehren Barbour, Ross Byrd, Ashley Gregg, Nicholas Raynolds, Larry Reid, Meg Roussos, Brittany Sparks.

For more information on the exhibit please follow this link:
https://www.etsu.edu/cas/cass/reece/

2018 April, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases from April of 2018.

An Academic Study Of Wian (What’S-In-A-Name?), Emily Hickman

Honors Capstones

No abstract provided.

2018-April-01-World's Oldest Wolverine, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Numerical Framing And Emotional Arousal As Moderators Of Review Valence And Consumer Choices, Anh Dang

Marketing Theses & Dissertations

Online reviews are gaining importance in determining consumers’ purchase decisions since many consumers trust them as much as personal word-of-mouth. One aspect of reviews that has received great research attention is valence. Valence refers to consumers’ positive or negative evaluations of products. It can be reflected by star ratings or dichotomous choices such as recommendation rates and thumbs up or down rates. The effects of valence reported in previous studies have been equivocal at best. Therefore, the purpose of this dissertation is to identify factors that help reconcile these inconclusive findings.

The first essay examined emotional arousal (e.g., sad versus …

Two Essays On Value Co-Creation, Hangjun Xu

Marketing Theses & Dissertations

In the past few decades, customer co-creation has received a significant amount of attention in both practice and academics. Prahalad and Ramaswamy (2000) advocated co-opting customer competence as a competitive strategy. The purpose of this dissertation is to investigate how to engage customers and employees into the value co-creation process. This dissertation is composed of two essays. Essay 1 focuses on customer co-creation behaviors and Essay 2 examines employee co-creation behaviors.

Motivating customers to participate in the value co-creation process can help the firm achieve their long-term financial successes. However, the psychological mechanism underlying customer co-creation behavior is still not …

The Corporate Occupation Of The Final Frontier; Emerging Market Analysis Of Spacex And The Privatized Race To Space., Nicholas Herbert

Honors Projects

This project is important to allow a full understanding of the current environment of the emerging market of space transport and travel. As we continue to move into a more technologically advanced society, we will no doubt have more contact with companies looking to profit from the race to deliver the promise of satellite space to companies all over the world in a more cost effective and powerful manner. To this end, Google and Facebook have already begun cooperation with private companies to propagate the space around our planet, and in addition, the investment and return basis of this work …

2018-April-01-"78/52" Film Screening, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-01-Faculty/Staff Activities, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson

OTS Master's Level Projects & Papers

Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …

Hdm Model To Select Marketing Analyst Job Offer, Alex Tacco-Melendez

Engineering and Technology Management Student Projects

Times have changed and we no longer pick a career in terms of climbing the corporate ladder or to continue with a “family profession tradition” that will make our parents happy. We now select an occupation based on the satisfaction and fulfillment it will bring to our lives.

Nowadays, people spend significantly more time on the job than in any other single activity, making this a crucial decision that will influence their lifestyles.

Recent graduates and entry-level professionals are not only interested in receiving a fair remuneration at the end of each month, they are also seeking for companies that …

A Cross-Cultural Negotiation Role-Play For Sales Classes, Daniel Herlache, Stefan Renkema, Shannon Cummins, Carol Scovotti

Marketing & Entrepreneurship Faculty Publications

Purpose of the Study: International sales jobs are plentiful; yet many marketing students do not pursue them. This study describes an international negotiation teaching innovation that improved student awareness of both the challenges and rewards of a career in international sales.

Method Design and Sample: The use of a cross-cultural negotiation exercise in sales classes from two countries is tested to provide an experiential learning opportunity in a computer-supported, collaborative learning setting. Prior research has shown that the use of web-based technology can enhance collaboration and construction of knowledge (Comeaux and McKenna-Byington, 2003). Students first engaged in a …