Marketing Commons^™

Developing A Crm Strategy For Small Businesses, Brianna Butler, Megan Carignan

Honors Senior Capstone Projects

In a data-driven world, it is becoming easier than ever for businesses to gain more and more information about their customers and use that to their advantage. This data, gathered from previous business dealings, social media, inbound marketing and click data can be utilized to provide goods and services that are more accurately tailored to the specific consumer, and to provide successful customer service. However, there must be a customer relationship management (CRM) system in place to retain, sort, analyze and pull up information. This can be done using expensive software, which is what large and medium-sized corporations may do, …

2017-April-01-Baylea Davenport, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-April-01-Constance Alexander, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-April-01-Heather Levesque, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-April-01-Military Friendly, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Mar 4824 Marketing Management, Yancy Edwards

Service-Learning Syllabi

No abstract provided.

Universal Design For Learning In Teaching Large Lecture Classes, Tereza Dean, Anita Lee-Post, Holly Hapke

Marketing & Supply Chain Faculty Publications

To augment traditional lecture with instructional tools that provide options for content representation, learner engagement, and learning expression, we followed the Universal Design for Learning (UDL) principles to design and implement a learning environment for teaching and learning in large lecture classes. To this end, we incorporated four carefully selected instructional tools (PowerPoint, lecture notes, clickers, and MindTap) in the proposed UDL environment for an introductory marketing class of over 600 students. Self-reported and objective measures were collected to assess the effectiveness of the UDL environment by evaluating its impact on perceived learning, satisfaction with the instructional tools, and actual …

Community-Level Market Responsiveness To Tourism, Les Hollingsworth

Journal of Applied Marketing Theory

The present case study examines a community’s market responsiveness to tourism. The current axiom in business is that individual organizations must be responsive to customer needs; whether the same holds true for communities as a unified tourist offering is less clear. A mixed methods approach is used to determine whether an award-winning tourism community exhibits the three criteria for market orientation (Slater & Narver, 1999). The findings suggest that market responsiveness as described in the literature may not be a requirement for success when examining communities rather than individual firms.

Salesperson Networking Behaviors And Creativity: Exploring An Unconventional Relationship, Michael T. Krush, Raj Agnihotri, Gerrard M. Macintosh, Ashish Kalra

Management and Marketing Faculty Publications

A great deal of emerging research explores the antecedents and outcomes of salesperson creativity. However, relatively fewer scholarly endeavors have delved into assessing the social antecedents of salesperson creativity. Addressing this issue, the current research focuses on the link between one critical social antecedent in sales research, namely that of networking behaviors, and creativity among salespeople. Specifically, we include customer and professional networking behaviors and study their direct, interactive, and curvilinear effects on salesperson creativity. Empirical findings show that professional networking as well as customer networking are positively related to salesperson creativity. Further, we demonstrate the non-linear effects of professional …

Nutrition Labeling In The United States And The Role Of Consumer Processing, Message Structure, And Moderating Conditions, J. Craig Andrews, Scot Burton, Laurel Aynne Cook

Marketing Faculty Research and Publications

It has been since 1990 that the landmark Nutritional Labeling Education Act (NLEA) was passed in the United States, and since 1969 that the first White House Conference on Food, Nutrition and Health occurred. In the time since these important events, considerable research has been conducted on how U.S. consumers process and use nutritional labeling. An up-to-date review of nutritional labeling research must address key findings on the processing and use of nutrition facts panels (NFPs), restaurant labeling, front-of-pack (FOP) symbols, health and nutrient content claims, new labeling efforts (e.g., for meat products), and claims not regulated by the U.S. …

Relevance Of Personal Interaction Factors Between Customers And Sales Representatives In The Automotive Business, Michael Stros, Timothy C. Heinze, David Riha

Journal of Applied Marketing Theory

The purpose of this paper is to determine the personal factors in sales that are most relevant to the formation of positive consumer impressions and resulting sales effectiveness. The research enables scholars and practitioners to better understand the personal sales process and develop more efficient sales approaches. The study utilized an observational design methodology. Personal selling scenarios were filmed and shown to respondents who completed a consumer impression and sales effectiveness survey. Video content was also coded for statistical analysis. The resulting data was analysed via a multiple-regression model. A conceptual personal sales model was developed, and the model suggests …

The Impact Of Help-Self And Help-Others Appeals Upon Participation In Clinical Research Trials, Susan Lewis Casey

Marketing Theses & Dissertations

The need for participants in medical research trials continues to grow yet the successful recruitment of volunteers remains a challenge. Much of the research regarding patient recruitment activities has been conducted in the social sciences. As such, the specific impact of advertising strategy to help recruit volunteers remains unclear. The proposed research is designed to help to fill this gap in the literature, generating insight for continuing academic research and helping practitioners gain efficiencies in developing new pharmaceuticals.

This research uses an experimental design to assess the impact of two variables upon clinical trial participation. These two variables were selected …

Straight From The Horse's Mouth: An Examination Of Social Media Usage And Advertising Methodologies In The Sale Of Sporthorses, Michael Willham

Undergraduate Distinction Papers

This study discovered general market conditions as well as buyer and seller behavior in the sporthorse market for the disciplines of Dressage, Show Jumping, and Eventing. The efficient sale of sporthorses in these disciplines is equally as important of a consideration as the marketing and advertising decisions for any other product such as automobiles or electronics. Equids differ from regular products in that they typically have markedly higher inventory costs associated with the maintenance of holding onto a live animal. Therefore, it is arguably more imperative for businesses to determine the quickest and most efficient means to sell them. This …

The Impact Of Team Outcomes, Brand Connection, And Game Attendance On The Corporate Image Of A Stadium Naming-Rights Sponsor, Terry Eddy, Brendan Dwyer, Mark Slavich

Journal of Applied Marketing Theory

The impact of sport sponsorship on perceptions of the sponsor has become a well-established line of research, but the examination of the special case of stadium naming-rights sponsors has only just begun to gain momentum. The purpose of the current study was to examine the impact of primary tenet success/failure, game attendance, and team connection on the corporate image, reputation, and credibility of the naming-rights sponsor. MetLife Stadium in the New York City metropolitan area was chosen as the unique context for this examination. The results indicated that game attendance had a significant effect on respondents’ image of MetLife. Full …

In House Versus Outsourcing: Effects Of Service Quality And Consumer Satisfaction Of Sport Centers, Jennifer Y. Mak, Siu Yin Cheung

Journal of Applied Marketing Theory

The purposes of this study were to examine the difference between Facility Management Systems, in-house versus outsourcing, in service quality of sport public sport centers, as well as examine the aspects of service delivery. The sample consists of 302 sport center consumers from different regions of Hong Kong. The Chinese version of SERVQUAL was used to measure consumer expectations and perceptions on sport centers’ service quality. The participants were invited to fill out the questionnaires at the public sport centers. Findings showed that consumers’ expectations between the public and outsourced sport centers were the same. On the other hand, the …

How Do Consumers Use Nutrition Labels On Food Products In The United States?, Yuanting Zhang, John T. Chen, Suohong Wang, J. Craig Andrews, Alan S. Levy

Marketing Faculty Research and Publications

This study examined how consumers use food labels in the United States. Based on the results from the cluster analysis, eight nutrition label questions from the Health and Diet Survey fell into 2 categories of label usage: for shopping or for dietary decisions. Survey respondents reported equal or more consideration of nutrition-label information for dietary choices than for shopping decisions in 2008 compared with prior survey years. Female consumers, frequent label users, well-educated, consumers aged 50 to 59, or consumers with any health issues were significantly more likely to use food labels for all kinds of purposes than their corresponding …

An Analysis Of The Renewable Energy Industry: Lagging Indicators In The Legal, Infrastructural, And Economic Forces, Alina Sigitova

Paper and Posters Presentations

The Renewable Energy industry is one of the most pivotal economic movements. As more companies shift to the corporate sustainability model, this shift must be supported by using alternative form of fuels which will not negatively impact the current and future environment and also preserve resources for future generations. However, the renewable energy industry has lagged. By examining history and status quo of the industry and the relationships between the legal, infrastructural, and economic structures surrounding it, a clearer understanding of what is holding back the industry may be gained and potential solutions may be discussed.

Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, Julia Hurt

Masters Essays

The divide between advertising, marketing, and public relations has deteriorated over time, where each has a specific focus but no longer a particular correct way of reaching audiences. With the ever-growing presence of online social influencers, a new marketing practice known as influencer marketing has evolved, where brands connect with consumers in an authentic and meaningful way. Influencer marketing is a form of marketing that identifies and targets individuals through the influence of bloggers and their active voice. Research indicates how influence plays a role through social media to reach consumers. However, there is a gap in research when it …

2017 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

2017 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2017.