Marketing Commons^™

2016-April-05-Wets On-Air Fundraiser, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-April-05-Teen Camps, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Airline Marketing Preferences, Kylie Johnson, Deborah Carstens Ph.D., Stephen Rice Ph.D.

Human Factors and Applied Psychology Student Conference

The aim of this research is to assess airline marketing strategies providing consumer preferences to better target potential customers. The airline industry has transformed over the years, and cost and amenities have been impacted in the airline evolution. There has been consideration of whether flight cost, or flight amenities and passenger experience should be analyzed to result in enhanced marketing in the airline industry. An online survey was issued to examine which flight amenities potential customers preferred. Furthermore, the length of the flight was examined to determine if consumer preferences changed for domestic versus international flights. The survey findings are …

Transforming Services: A Year Of Investigating User-Centered Marketing Strategies And Information Literacy Programming For Graduate Students, Lisa M. Martin, Porcia N. Vaughn

Transforming Libraries for Graduate Students

The University of Houston (UH) is a Carnegie-designated Tier One public research university that strives to serve more than 7,000 graduate and professional students. Graduate students have been historically underserved by the UH Libraries, however, in recent years the Libraries have made expanding services to graduate students a strategic initiative. UH Library administration has designated targeting specific user groups, including graduate students, with revitalized marketing and innovative programing a high priority.

Two project teams were established within the Liaison Services Department to investigate the role of liaison services in graduate education. Project Team 1 investigated best practices for marketing existing …

College News

Business Exchange

Forum Highlights the Value of Diversity in the Classroom and Boardroom; Marketing Professor Wins Teaching Accolades; DePaul Business Programs Earn Rankings

Thought Leaders: Faculty Who Shape Business Theory And Practice Through Research

Business Exchange

Profiles of seven DePaul professors and the research they are conducting in areas as diverse as work-life balance and investor behavior: James D. Shilling, Real Estate Studies; R. David McLean, Investment Management; Kelly Richmond Pope, Accountancy; Andrew Gallen, Marketing; Alyssa J. Westring, Management; William Sander, Economics; and Misty Johanson, Hospitality Leadership.

Rotten To The Core, Trevor W. Mcdonald

Senior Year Experience Student Projects

The goal of the Rotten to the Core Drag Show was to raise funds and donate a portion of ticket sales to Broadway Cares/Equity Fights AIDS while also increasing awareness of HIV/AIDS. This is a cause that educates individuals on the realities of the diseases, but also preventable measures. By coordinating this production and donating a percentage of ticket sales, I am helping to progress the cause of awareness to everyone. We took some time in the production to talk about the organization, the cause and the importance of activism and awareness. The promotions and marketing also showcased the donations …

Green Advertising And Millennials, Stephanie Davidson

Honors Projects in Marketing

This study investigates the responsiveness of Millennials to green versus non-green framed automobile print ads. A 2x2 factorial design was used in which specific advertising frames were manipulated to measure ad attitudes, purchase intentions, and skepticism for a high involvement product (i.e., an automobile). Results showed that highly-environmentally-concerned participants have more positive ad attitudes and greater purchase intentions after viewing a green ad than after viewing a non-green ad. These differences were not evident however for participants who exhibited low-environmental-concern. The results also showed that participants who are more environmentally concerned are less skeptical about green ads than those who …

How Health Claims On Product Packaging Influence Consumer Perceptions And Purchase Decisions, Taylor Vanasse

Honors Projects in Marketing

The goal of this investigation was to expand upon research from the field of consumer behavior, with a specific focus on food product packaging and health claims. It specifically focused on how these health claims impact consumer perceptions and purchase decisions related to everyday food items. Students at Bryant University were asked to take part in a study which measured their overall health knowledge and nutritional interest. They were then presented with different variations of a product packaging label to assess its impact on their attitude towards a product. Findings indicated that both females and those who score highest on …

Analyzing Shared Value And Social Business Principles: A Case Study Of Honeydrop Beverages And Seven Hills Foundation, Sarah Dys, Maya Grevatt, Brianna Mirabile

School of Professional Studies

Can the business world come together with the nonprofit world to create systems to lift low income women, children, and families out of poverty? The following report aims to show how the changing principles of business have the potential to serve international populations living on less than $2USD per day. For-profit organizations working with citizen sector organizations instead of giving charity provides a sustainable model to connect profit maximization with social good.

Honeydrop Beverages is a company based out of New York that produces lemonade sweetened with honey. Their products do not contain any refined products, only using fresh and …

Doc Wayne Youth Services, Inc. Capstone Project Youth Employment And Mentoring, Bongani T. Jeranyama, Zhengjun Liu, Sarah Parsons

School of Professional Studies

In Boston, Massachusetts, young adults age 16-19 who have dropped out of high school have a very high unemployment rate of 43.8%. Additionally, in the United States of America the difference between a young adult with a high school diploma as opposed to a young adult without a high school diploma in terms of weekly income is $180 USD; between a young adult with a high school diploma versus a young professional with a bachelor’s degree is $433 USD. These numbers demonstrate the need for services that improve academic achievement, job readiness and preparedness, and youth mentorship for struggling young …

A Nonprofit Model In A For-Profit World: A Closer Look At Sheltered Workshops And Sustainability As An Employee Run Business, Bing Jang, Mitchell Perry, Nikolin Vangjeli, Laura Ducharme

School of Professional Studies

Historically, society has tended to isolate and segregate individuals with intellectual and developmental disabilities. Despite improvements such forms of discrimination continue to be a serious social problem. On October 11, 2011, the Department of Justice began an investigation into several state’s systems of providing vocational services to individuals with intellectual and developmental disabilities. This action came about due to several states being out of compliance around Title II of the Americans with Disabilities Act (ADA). Title II of the ADA prohibits discrimination on the basis of disability for all services, programs and activities provided to the public by state and …

Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos

Selected Honors Theses

In an increasingly turbulent market, marketers are having difficulty predicting consumer demands, and academics are finding that traditional marketing theory is no longer highly effective in making educated marketing decisions. With the growth of Entrepreneurial Marketing (EM) research over the past several decades, researchers have found these practices to be effective not only for SME’s but also for larger firms. Because of this, researchers are offering Entrepreneurial Marketing theory as a solution for all firms seeking a competitive advantage in a volatile market. Entrepreneurial Marketing, which is the innovative, opportunity seeking approach most entrepreneurs and small and medium enterprises (SMEs) …

2016-April-01-Parker 'Backstage', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-April-01-The Dream Keeper: Poetry Of Langston Hug, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Feelings Of Doing Good For Myself Or Others: Discussing Effects Of Self-Conscious Emotions On Sustainable Consumption, Chi-Cheng Luan

Open Access Dissertations

Consumers have increasing interests in sustainable products, but the actual purchase rate is relatively low. To find the reasons of this gap, previous studies focus primarily on cognitive factors of behavioral change based on the theory of planned behavior. Little research, however, discusses such a sustainable consumption issue from emotional aspects. Thus, this research proposed that self-conscious emotions play an essential role of sustainable consumption behavior, and such emotions are driven from private and public self-consciousness. Study 1 examined participants’ general evaluations toward two emotions and sustainable consumption behaviors. The results showed that empathic concern had a significantly positive effect …

Responsible Microfinance Bundling: Experimental Evidence On Separating Insurance And Credit Offers, Vance J. Larsen

Open Access Theses

In recent years combining multiple financial products into one package in a process known as bundling has become more common among microfinance institutions (MFIs). While bundling can be beneficial to MFIs by cutting costs and providing protection from client default, the implications for MFI customers are less clear. Bundling the products may take advantage of the existing relationship between the financial institution and the client to expand microinsurance access and take-up, but alternatively offering too many products could lead to low client understanding and thus low take-up of the product. We conducted a randomized field experiment to determine if separating …

2016-April-01-Dianne Pittarese, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-April-01-Evie Blacka, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Using Sales Competition Videos In A Principles Of Marketing Class To Improve Interest In A Sales Career, Shannon Cummins, Terry Loe, James W. Peltier

Marketing & Entrepreneurship Faculty Publications

Purpose of the Study: This study describes an easily conducted teaching innovation to enhance introductory marketing students’ perception of sales and selling. Sales jobs are plentiful; yet, many marketing students do not pursue sales courses or sales careers. Our purpose is to describe a classroom intervention that improves students’ intent to pursue a sales career.

Method/Design and Sample: This study tests the classroom inclusion of an actual student sales competition video from the National Collegiate Sales Competition (NCSC) to provide visual as well as verbal learning stimuli. Following a 45 minute lecture on sales, students were exposed to …