Marketing Commons^™

2015-05-19-Warden Contributes Underwater Photos To National Geographic, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-May-18-Dr. Angela Lewis Receives Aafcs Distinguished Service Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-18-Carter Warden Contributes Underwater Photos To National Geographic, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-18-Vanhook To Speak At Nursing Conference In Istanbul, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Early Identification Of At-Risk Students In An Undergraduate Marketing Metrics Course, Bruce K. Pilling, David L. Nasser

Atlantic Marketing Journal

The Early Identification of At-Risk Students in an Undergraduate Marketing Metrics Course

Abstract

This research describes the development of a diagnostic tool to permit the early identification of at-risk students in an undergraduate marketing metrics course. Using multiple discriminant analysis, students were classified into performance categories by drawing on a set of predictor variables conceptually linked to student performance in math-based courses. The discriminant model included math ability, perceived self-efficacy, math anxiety and overconfidence as potential discriminators of student performance. The model successfully identifies at-risk students at three times the chance probability. The early identification of at-risk students is a …

Teaching Customer Orientation To Millennials By Utilizing Electronic Communication Between Students And Firms, Thomas M. Hickman, Michael M. Pearson

Atlantic Marketing Journal

This article describes an experiential method for teaching customer orientation by directing students to use their own experience with a business to write either an e-mail letter of praise or complaint to that business. Students complete a survey that asks them to rate businesses on customer orientation measures at the time they send the e-mail and, again, at the end of the semester after having had time to receive a response. Results of the surveys are analyzed and recommendations are given for conducting an interactive discussion that allows students to see the variability of the firms’ commitment to customer orientation.

An Analysis Of Perceptual Gaps Among Chamber Management, Chamber Member Contacts, And A Proxy Sample Of Chamber Member Employees: An Attempt To Improve Marketing Efficacy, Paul J. Costanzo, Janelle E. Goodnight

Atlantic Marketing Journal

Decreases in membership for a local chamber of commerce led the authors to conduct research to assist them in determining why they have been experiencing difficulty with business organization memberships within the last few years. This paper presents findings from an exploratory study that examined perceptual gaps on a series of factors that the authors believe when identified, may lead to improved marketing efficacy. Chamber management, chamber member contacts, and a proxy sample of chamber member employees for a local chamber of commerce completed surveys to assess the level of consistency among their perceptions of value added benefits of chamber …

A Modified Framework Of Service Encounter Types For The Application Of Relationship Marketing In Services, Gary D. Futrell

Atlantic Marketing Journal

Many firms believe that the best way to inculcate loyalty and retain customers is to establish connections with them through relationship marketing. Unfortunately, only about half of the firms surveyed in a recent study indicated any level of success with it. The significant attention directed toward service classification suggests legitimate differences among service types that may moderate the effectiveness of relationship marketing efforts. This paper proposes a typology of service interactions that takes into account three critical dimensions of relationship marketing: anticipated future interaction, channel of interaction, and customer involvement. Corresponding propositions are offered to guide further research.

Negotiating Stances Used With Minority Suppliers: A Research Note, Alicia D. Cooper Ph.D., Rodney L. Stump Ph.D.

Atlantic Marketing Journal

While new ways of organizing exchange have become prominent in business-to-business markets, the function of corporate minority supplier purchasing programs in this changing organizational environment has received scant attention. Specifically, the extent to which the present structure of minority supplier purchasing programs enhances -- or deters -- the creation of strategic partnerships, impacts the way buyers and suppliers interact, and ultimately determines the efficacy of these exchange relationships has not been sufficiently addressed in the literature. The present study examines the relationship between the minority supplier categorization (versus those not classified as such) and the negotiation stances that purchasing agents …

Does Thin Always Sell? The Moderating Role Of Thin Ideal Internalization On Advertising Effectiveness, James A. Roberts, Chloe' A. Roberts

Atlantic Marketing Journal

Much of the current focus on the use of ultra-thin models in fashion magazines can be attributed to Madison Avenue which still operates under a “Thin Sells” ethos. Research to date, however, has provided equivocal evidence of the efficacy of thin models in advertising (Yu 2014). The present study’s two related objectives include: (1) determining whether model size has an impact on advertising effectiveness, and (2) if internalization of the thin ideal moderates this relationship. Study results suggest model size in fashion advertisements has no main effect on advertising effectiveness. Additionally, thin ideal internalization moderates the model size – advertising …

2015-May-15-Etsu Doctor Receives $340,000 Federal Grant, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-15-Textile Patterns Echo Regional Landscape In Exhibit By Patricia Mink, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-15-Culture And Health Minor To Be Offered Beginning This Fall, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-14-Giving To Etsu And Foundation Increases 46 Percent, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-14-Dental Hygiene Student Takes Third Place At National Conference, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-14-Monique Vachon, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-14-Etsu Foundation Elects Officers, Recognizes New Members, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-13-Sgt. Elsa Severijn Now Helping Veterans Attending Etsu, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-13-Conference To Focus On Communication Skills Related To Cancer, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-13-Stephanie Stephens Named "Emerging Leader", University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.