Marketing Commons^™

Project Cems: Cost Efficient Marketing Strategies For Small Businesses, Wendy Brown Dellinger

Education Dissertations and Projects

The goal of any organization is to find cost efficient marketing strategies to promote their business. Project CEMS provided a template for the partnering organization to utilize for the improvement of their customer service and public image. This marketing plan consisted of four distinct yet coinciding stages, each focusing on the goals of the project. In Stage I, an interactive website was built to provide potential clientele with essential company information. During Stage II, high impact and detail oriented presentation packets were created. The focus of Stage III was on customer care which included correspondence, branded promotional items, satisfaction survey, …

Consumers' Perceptions Of Voluntary And Involuntary Deconsumption: An Exploratory Sequential Scale Development Study, Kranti K. Dugar

Electronic Theses and Dissertations

This exploratory sequential mixed methods study of scale development was conducted among baby boomers in the United States to render conceptual clarity to the concepts of voluntary and involuntary deconsumption, to explore deconsumption behavior under the tenets of the attribution theory of motivation, and to examine the components, structures, uses, and measurement properties of scales of voluntary and involuntary deconsumption. It was also an attempt to reiterate the importance of the baby boomer segment(s) for marketing practitioners based on growth, economic viability, and the power of influence, and to establish a deep understanding of the deconsumption processes, which could enable …

A Study Of The Influence Of Branded Messages On Non-Branded Food Items When Presented To 10 To 14-Year-Old Children, Cassandra J. Chinn

Theses, Dissertations and Capstones

Children are more likely to create bonds with foods based on the environmental, socioeconomic and familial influences in their lives during early development stages. They gravitate to foods that are familiar to them and that are positioned with familiarity, creating an opportunity for branded food items to create more of a space in their psyche as part of their identity. Current research looks to reposition those energy-dense foods (commodity vegetables) that can often times be left unbranded, to see if immediate interest in the food items changes. Results found no significance to confirm nor deny a positive correlation in interest …

Communicating You Are Worth It In A Noisy Marketplace, Paul Redfern, Keri Rursch, Jamie Yates

Communications & Marketing

This paper provides guidance and specific examples of common elements needed for communicating the value proposition of liberal arts colleges to prospective students and families. In an environment where the worth of a college degree is questioned daily by the public and the mainstream media, this paper demonstrates how strategies that are distinctive, rooted in research and complementary to the institutional brand are imperative for communicating the worth of an institution. The paper suggests tactics to develop the key partnerships needed and provides metrics for how leaders can assess their value proposition initiatives.

Ua1f Wku Spirit & Symbols, Wku Archives

WKU Administration Documents

Bibliography of sources related to WKU Spirit, symbols, mascots, logos and school colors.

Consumer Self-Construals: Development And Validation Of The Csc Scale, Ahmet Koksal

Wayne State University Dissertations

The role of the individual in relation to a collective has been an influential research topic in various scientific fields, including psychology, sociology, marketing, and international business. Despite this popularity, scholars have not yet reached consensus regarding how (unidimensional, two-dimensional, or three-dimensional) or at what level (individual level or culture level) this relationship should be studied. Resting on this epistemological debate, the goal of this dissertation is to provide scholars and practitioners in the marketing and international business fields with a valid and reliable research instrument that will allow the study of this relationship in consumption settings. Specifically in this …

Food Marketing Conference, 2017- Student Yearbook, Haworth College Of Business

Food Marketing Conference and Yearbook

Food and CPG Marketing Yearbook

Food Marketing Conference, 2017 - Food And Cpg Marketing Board, Haworth College Of Business

Food Marketing Conference and Yearbook

Overview of Food and CPG Marketing Industry Advisory Board Members

Food Marketing Conference, 2017 - Food And Cpg Marketing Programs, Haworth College Of Business

Food Marketing Conference and Yearbook

Overview of Food and CPG Marketing Programs at Western Michigan University

Food Marketing Conference, 2017- Brochure, Haworth College Of Business

Food Marketing Conference and Yearbook

52nd Annual Food Marketing Conference Brochure March 21-22, 2017

Food Marketing Conference, 2017 - Covers, Haworth College Of Business

Food Marketing Conference and Yearbook

Cover of the Food Marketing Conference Yearbook

Food Marketing Conference, 2017, Haworth College Of Business

Food Marketing Conference and Yearbook

Full 2017 Food Marketing Conference Yearbook. Includes: Program and Speakers, Board Members, Marketing Program Yearbook, and Advertising.

Food Marketing Conference, 2017 - Advertisers, Haworth College Of Business

Food Marketing Conference and Yearbook

2017 Advertisers

Theatre Marketing: Using Websites To Attract Young Target Audience, Mirna Leko Šimić, Dr. Antun Biloš

Irish Business Journal

Classic theatres worldwide are faced with the trend of aging of loyal audiences and general decrease of the audience size. It indicates that attracting young audiences to classic theatre is the key issue of its existence. Since the quality of communication is one of the major elements of marketing efficiency, the aim of this research is to identify Croatian classic theatre website characteristics and usability elements which are connected with website experience of young target audiences. Altogether 7 Croatian national theatres and three commercial theatres’ official websites were tested. The in-depth analysis of websites of sample theatres implies that website …

The Sociodemographic Indicators Of Travel Insurance Fraud: Motivations, Emotions, And Behaviours, Gonzalo Díaz-Meneses

Irish Business Journal

This work centres on the study of travel insurance fraud, with the aim of identifying the psychographic and behavioural responses involved in claiming an insurance policy through simulating injury or loss. To be specific, five types of motivation (fun, compensation, revenge, profitability, and family interest), nine types of emotion (love, surprise, disgust, anger, shame, sadness, trust, fear, and pride), and three types of behaviour (without personal damages, at destination, and with personal damages) have been found to be related to travel insurance fraud. In order to facilitate the detection of dishonest claims, the relationship between these psychographic, as well as …

The Role Of Place Image In Business Location Decisions, Candice Marie Clouse

ETD Archive

The location where businesses choose to locate or re-locate their businesses, also known as site selection, is an important policy matter for economic development practitioners and academics since significant amount of resources are spent in this area. As places spend a great deal of public dollars marketing their city, region, and state to potential investors and businesses, private sector dollars from business invest a significant amount on land, labor, and capital to get these new facilities and sites up and running. To date, most of the literature as it relates to place image and business site selection decisions examine traditional …

Global Brands And Drivers Of Consumers’ Purchase Behavior: A Multi-Dimensional Perspective, Nayyer Naseem Naseem

Wayne State University Dissertations

As the world moves towards global economic interdependence and international cultural exchanges, more firms are looking towards expansion into overseas markets, to take advantage of emerging business opportunities and available resources. For a firm, that plans to sell its offerings in any foreign market, it is important to understand the consumer behavior and idiosyncrasies predominant in that market, to be more informed, competitive, and successful. Extant research on the dynamics and drivers of consumer’s buying behavior in a global market place has primarily focused, either on the impact of consumers’ personal predispositions, or the influence of brand/product related perceptions, or …

Imsa360: Winter 2017, Imsa Fund

IMSA Fund Reports

IMSA is nurturing a strong and diverse pipeline of innovative leaders for Illinois and the world, preparing them to solve the most complex social problems of our time.

Innovation is part of IMSA’s legacy. In fact, IMSA alumni have been driving the technology sector over the past decade. Andrew Baptist ‘94, Greg Dhuse ‘99, Dusty Hendrickson ‘01 and Ethan Wozniak ‘99 are responsible for 212 of 350 patents generated by data storage leader, Cleversafe. Sam Yagan ‘95 relocated his tech company, ShopRunner, to Illinois and also co-founded OkCupid, SparkNotes, Techstars Chicago and Corazon Capital. Jessica Droste Yagan ‘95, CEO of …

Honors Project- Goodyear, Alexa Moeller, Sara Kleines, Kristyn Gawdyda, Logan Hershberger, Casey Lauber

Williams Honors College, Honors Research Projects

The Goodyear Tire and Rubber Company is investigating whether or not their soybean oil tires should be advertised as such to the public. This paper discusses the various research methods that were used to come up with reccomendations to Goodyear. Some of these methods include secondary search, store observations, a survey, and a focus group. With the recommendations outlined in the paper, The Goodyear Tire and Rubber Company can assure great success with their soybean oil tires.

Are Low Price Guarantees And Price Matching Guarantees Created Equal: Examining The Effects Of Different Types Of Price Guarantees On Consumers’ Evaluations, Swati Verma

Wayne State University Dissertations

Retailers offer one of Low Price Guarantees (LPGs) or Price Matching Guarantees (PMGs) to signal their price position in the marketplace. Past literature has assumed that both LPG and PMG work similarly as signals of low prices, and consequently, LPG and PMG have been used interchangeably in both research and practice. In my dissertation, I posit that LPG and PMG send out different price signals, and therefore have different effects on consumers’ evaluations. Across four studies, I show that LPGs signal lower prices than PMGs, and so LPGs lead to superior evaluations in pre-purchase scenarios, especially for promotion focused consumers …