Marketing Commons^™

The Best Practices To Eliminate Distraction Due To Mobile Device Usage In Classrooms Without Creating A Negative And Hostile Classroom Experience, Tulay Girard, Meral Antisal, Ismet Antisal, Stephen Lemay, Dorene Ciletti, Ronald J. Dick

AMTP Proceedings 2017

The Millennials are currently attending college and their seats will be replaced by Centennials (Gen Z) in a few years. As the generation switch occurs, more cell phone usage and texting behaviors have been observed and are expected to increase in classrooms, which may become an annoying distraction for faculty and students. Faculty members may vary in tolerance level for smartphone/tablet/computer usage in classrooms. When students do not seem to care about the warnings from the instructor, the entire classroom experience may quickly turn in to a negative and hostile one. This session aims to find out about the best …

Modeling The Relationship Between Destination Perceived Value And Tourist Souvenir Buying Intention, Wei Wang, Gallayanee Yaoyuneyong, Pauline Sullivan

AMTP Proceedings 2017

While there is an increasing academic research focusing on value perception in the hospitality and tourism industry, not much study has explore the relationship between tourist’s perceived destination attributes and shopping intentions. Therefore, this research explores the influence of value perceptions on tourists’ souvenir purchase decisions. Particularly, this study seeks to answer two specific research questions: 1) will value perception have a direct influence on tourist souvenir buying intentions? and 2) which aspect of perceived value has stronger ties with tourist souvenir buying intentions.

A convenience sample of 380 respondents from a southeastern US university filled out survey instruments. The …

Facebook And Branding Of Small To Medium-Sized Enterprises, Angella Banks, Perry Haan

AMTP Proceedings 2017

Small to Medium Size Enterprise (SME) owners face many challenges as they strive to keep their businesses afloat. Although these challenges vary, one of the most prevalent is the inability to market effectively. Over 50% of SMEs close within the first five years (Cronin-Gilmore, 2012). This case study explored the relationship between Facebook and SMEs’ brands, and Integrated Marketing Communications (IMC). Through the examination of these relationships, the study identified barriers that hinder SMEs ability to use Facebook effectively and further strengthen their branding strategies. Facebook can be an inexpensive marketing tool that SME owners has access; however, challenges exist, …

“Contemporary Breadlines”: A Field Study Of Fast-Food Drive-Thru Service Delivery, Jon M. Martin

AMTP Proceedings 2017

This study focuses upon US fast-food drive-thru delivery, assesses its cycle times, identifies its common delays and inefficiencies, and proposes solutions for improvement. The author, having become a live-alone bachelor since 2012 admittedly has routinely been a regular fast-food consumer, and as a researcher has over the past 4 years convenience-tallied this field study of fast-food drive-thru delivery. The average drive-thru wait time for these fast-food establishments was .81 minutes with average processing times of 3.6 minutes for a total average of 4.45 minutes with an average standard deviation of 2.1 minutes. This data suggests statistically (assuming a normal distribution) …

Winning Off The Field: How Social Media Analytics Measure The Sports Industry, Ryan Mcgarvey, Peter Titlesbaum

AMTP Proceedings 2017

Since Facebook became available to the public, social media (SM) has become the most popular online activity. Currently, 91% of adults are active SM users. Of this 91% of adults on SM, more than 20% of their time online is spent on networking sites like Facebook and Twitter (Weiguo and Gordon, 2014). These powerful tools connect people around the world and show no signs of slowing down.

SM has become a popular online activity for individuals, especially for those involved in business. SM is seen as a tool to aid businesses in spreading their own message, at little to no …

Traditional Vs. Online Universities: Who Is Using Social Media Marketing?, Lisa Witzig, Joe Spencer, Katlyn Myers

AMTP Proceedings 2017

The use of online social communities for online universities seems a topic where usage can be taken for granted. This paper provides an analysis of social media usage by traditional and online universities and compares their activity levels. The paper analyzes the social media activities of the top 53 undergraduate and top 53 graduate online programs as compared to their traditional programs. Despite the need to engage through these social media sites, online universities in general and online graduate-level programs in particular are not taking advantage of these sites to build communities and deepen relationships with students and alumni as …

Determinants Of Ongoing Participation In A Masters-Level Sport: The Impact Of Internal Attributes And Experiences With The Organization, Nicole S. Vowles, Clayton L. Daughtrey, Mick Jackowski

AMTP Proceedings 2017

This research aims to empirically determine which factors best explain ongoing participation in a masters-level sport. Ongoing participation, a form of customer loyalty, is critical in many non-profit service industries where organizations have limited resources available to attract new customers.

The objective of this research leads to the inclusion of a breadth of variables. Several internal factors are hypothesized to play a role in ongoing membership, including the source of motivation, perceived ability in the sport, identification with the organization, level of participation, and personal attributes such as age, gender, and family stage. External factors that are hypothesized to influence …

The Marketing Plan: Using Marketing Plans And Related Resources To Support Experiential Learning In The Classroom, Ronald Dick Ed.D, Dorene Ciletti Ph.D, Audrey Guskey Ph.D

AMTP Proceedings 2017

The marketing plan is the cornerstone of every vice president or director of marketing’s success. At the core the marketing plan is a one to five year plan of the financial future of the organization, and resources are readily available for marketing plan review and development within the structure of a marketing-related course. Recent employer surveys point to critical thinking, problem-solving, and collaborative team experiences as desirable skills for entry-level hires, and applied experiential projects as a desirable educational practice. This session aims to explore usage of the marketing plan as a means to provide employer-desired skills, support course objectives, …

The Development Of Nba In China: A Glocalization Perspective, Jerred Junqi Wang, Liangjun Zhou, Xiaoying Chen, James J. Zhang

AMTP Proceedings 2017

The growing sport industry and 1.3 billion potential consumers in China have been garnering tremendous attention from more and more overseas professional sport leagues. Comparatively, the National Basketball Association (NBA) has had remarkable success in the Chinese market. From the perspective of sport competition or marketing operations, the NBA’s achievement in China provides a model for other overseas sport leagues. This case study was organized by summarizing the developmental history of NBA in China, analyzing its current promotional practices, investigating into its marketing strategies, and extrapolating practical references for other sport leagues aiming to penetrating into the Chinese marketplace.

In …

I Love My Team! Factors Leading To A Relationship With A Sports Team., Carly Odom, Jamye Foster, Melanie Bruce

AMTP Proceedings 2017

What makes people connect with a particular sports team? Sports marketing research typically focuses on the sport specific elements of loyalty (geography, family history, social interactions), and general marketing research also considers the emotional component. Going a step further, and examining the factors within the larger relationship context could improve our understanding of why people connect with certain sports teams. Therefore, the purpose of this research is to examine the impact of specific factors (socialization, proximity, attitude toward the team, and self-image congruence) on the initiation of a relationship with a sports team – which includes both the (1) development …

The Reason(S) Small, Private Schools Start Football Programs, Ania I. Rynarzewska, Steven R. Mcclung

AMTP Proceedings 2017

The number of college football programs in the United States currently totals 774, which is an all-time high. It’s clear there is a demand for football as there are 128 schools in 10 conferences at the highest level FBS and 125 schools participating at the second highest level, FCS. Both of these subdivisions are required to provide scholarships for players, making these two levels the most expensive for universities to offer (NCAA.com, ND).

There are a number of reasons that schools establish and fund football programs. At the highest level, there is a lot of money through media rights and …

Has Anything Changed? Comparing Student Perceptions Of Academic Integrity: 2006-2016, Anne Heineman Batory, Stephen S. Batory

AMTP Proceedings 2017

Academic integrity issues continue to challenge colleges and universities around the world. After a review of the relevant literature, the authors conclude that additional research is needed to understand and monitor academic integrity within institutions of higher education. This study explores student perceptions concerning academic integrity concepts and behaviors in two time frames ten years apart. In this comparative study, student attitudes toward academic situations, faculty behavior, and business decisions are assessed in 2006 and again in 2016. In general the two groups reported a similar overall pattern of responses. However, the students now perceive academic dishonesty as a non-acceptable …

Product Line Extension: Does Upward Line Extension Hurt Or Benefit Competitive Advantage? The Case Of Honda’S Acura, Nissan’S Infiniti, And Toyota’S Lexus Brands, Abhay Shah

AMTP Proceedings 2017

Caldieraro, Kao, and Cunha Jr. (2015) report that when a company extends its product line (and brand name) upwards to premium products, it hurts the company’s overall demand, market share, and competitive advantage. However, evidence from the auto industry contradicts their findings. The three most successful line extensions in the luxury segment in the auto industry are Honda’s Acura, Toyota’s Lexus, and Nissan’s Infiniti. Line extensions are categorized as follows: extensions where a firm extends its brand horizontally (similar quality) or vertically (upward or downward) using the current brand name, and line extensions, where a firm extends its product line …

Rethinking Business Segmentation: A New Conceptual Model And Perspective, Herbert Brotspies, Art Weinstein

AMTP Proceedings 2017

Segmenting business markets is challenging but potentially highly rewarding. An in-depth understanding of how to segment markets is necessary to guide the best decisions leading to profitable targeting. Business markets are changing rapidly due to new technology and a more complex business environment. Current segmentation frameworks are not sufficient to guide business-to-business (B2B), business-to-business-to-business (B2B2B) and business-to-business-to-consumer (B2B2C) marketing analyses and decisions.

This paper introduces a new six-cell business market segmentation conceptual model building on two key dimensions – product use by intermediaries in their marketing to their customers (B2B2B and B2B2C) and product standardization. Examples are developed showing how …

The ‘Digital Native’ Myth And Marketing Simulation Success, Melanie Eva Bruce

AMTP Proceedings 2017

Simulations are increasingly popular as a method of teaching in business colleges as educators move away from passive learning towards more active/experiential learning (Young, Klemz, & Murphy, 2003). Simulations are designed to replicate real world experiences and have been shown to increase students’ enthusiasm, interest and involvement, and help them to connect theory to practice. Business course simulations are predominantly computer based online programs that allow students to make discipline specific decisions for a hypothetical company.

The generation born roughly between 1980 and 1994 has been characterised as ‘digital natives’ (Prensky, 2001a) or the ‘Net generation’ (Tapscott, 1998) because of …

Student Success Is Impacted By Not Attending Gateway Quantitative Classes: A Pilot Study, Michael Latta, James Solazzo, Dennis Rauch

AMTP Proceedings 2017

Universities are charged with equipping the next generation of graduates with the skills and knowledge to benefit both the businesses they will work in. Analytics are the skills needed by both for profit and non-profit operating businesses. For example, in August of 2013, Forbes printed a post on the Forbes Insights blog by Daniel Keherer titled ‘Analysis Shows Jump in Marketing Analytics Jobs.’ The Definitive Guide to Marketing Metrics and Analytics (Dholakia, 2015) has been freely made available by Marketo. Harvard Business School Press has also published a book titled ‘Competing on Analytics: The New Science of Winning,’ by Harris …

“Are We Having Fun Yet?”: What Factors Influence Senior-Level Managers To Have Fun At Work?, Anthony Scardillo

AMTP Proceedings 2017

Contrary to belief, employees are NOT having fun yet. In fact, 73% of all employees are dissatisfied with their jobs (Crabtree, 2013). The reasons are many, but the underlying reason is that they are not having any fun! (Clark, 2009; Ford, McLaughlin, & Newstrom, 2003a; Kinjerski & Skrypnek, 2006). We believe that a fun and engaging workplace impacts employee engagement, morale, productivity and safety (Bedeian & Armenakis, 1998; Boyatzis, Smith, & Beveridge, 2012; 2013). We also believe that creating a fun atmosphere at work is accomplished only when management has fun (Bolton, Houlihan, & Renee Baptiste, 2009; CHI, CHUNG, & …

Exploring Alternative Views Of Time In Marketing Management: How Temporal Orientation Impacts A Firms’ Strategic Orientations, Jeffrey R. Carlson, William T. Ross Jr.

AMTP Proceedings 2017

The field of marketing demonstrates an established and long-standing tradition of incorporating time into its theoretical frameworks. Nonetheless, although marketing has heavily utilized time in its conceptualizations, scholars have suggested that marketing has overly relied upon a single type of time, objective time as measured through a clock, and has underutilized subjective time which refers to time that is differentially perceived and experienced by individuals, organizations, and cultures. In light of this context and need to study alternative forms of time, we explore how a specific type of subjective time – organizational temporal orientation – impacts strategic orientations.

This work …

An Analysis Of Marketing Student Perceptions Of Proper Organizational Behaviors, Charles E. Pettijohn, Gary R. Holmes

AMTP Proceedings 2017

As the millennial begins to make the exodus from universities to the workplace a critical question relates to their preparation – “do millennials have an understanding of the attitudes, values and behaviors (the organizational citizenship behaviors – OCBs) necessary to succeed in the business environment?” The millennial generation is often perceived as ill-prepared to enter the traditional workplace by virtue of the fact that this generation has been perceived as being insulated from the demands consistent with full-time employment. Thus, the purpose of this research was to empirically assess millennials’ perceptions of the importance of specific OCBs and the likely …

Supermarket Pricing Model Impact On Private Label Brands Versus National Brands Among Millennial Consumers, Jeffrey Hendrix, Vinny Caraballo

AMTP Proceedings 2017

National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies. Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers. A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households. Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X). A MANOVA provided …