Marketing Commons^™

Segmentation Marketing: A Case Study On Performance Solutions Group, Llc., Jordan Brian

Undergraduate Honors Theses

The purpose of this research is to show how Performance Solutions Group, LLC can effectively use segmentation marketing both in their current market and in expansion. The goal is to find a solution and suggest changes that should be made to the marketing team at Performance Solutions Group. This research was completed by looking at how segmentation marketing is used in broad industries currently and investigating how Performance Solutions Group can use it in their company. This case study shows that segmentation marketing is an effective way for Performance Solutions Group to market its services.

2015-May-Gatton Students Participate At Health Fair Day, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

I had the idea to get more involved with our local senior center when I was at Annual this year. Even though it was in the summer, I knew that we could pull together and have a really great impact! Sun safety has been a passion of mine stemming from my undergraduate education, so this was the perfect event in which I could get involved. - Shannon Parkey, ETSU Gatton College of Pharmacy APhA-ASP second-year student pharmacist

This sun safety and skin cancer prevention event was held as part of Health Fair Day at the Johnson City Seniors Center, where …

2015-May-Welch Hired As New Associate Dean At Gatton College Of Pharmacy, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY The Bill Gatton College of Pharmacy at East Tennessee State University has named Dr. Adam Welch the new associate dean for Academic Affairs and Assessment. Welch will also serve as an associate professor of pharmacy practice at ETSU.  

He joins ETSU after serving as acting assistant dean for Academic Affairs and Assessment for two years at Wilkes University, Nesbitt School of Pharmacy in Wilkes-Barre, Pennsylvania. He served several other roles at Nesbitt School of Pharmacy as well during his 10-plus years there.        

A registered pharmacist in both Pennsylvania and North Carolina, Welch earned his doctor of pharmacy degree …

2015-May-Etsu's Bill Gatton College Of Pharmacy Graduates In Commencement Exercise, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY A commencement ceremony took place Friday morning for the 78 students making up the Class of 2015 in the Bill Gatton College of Pharmacy at East Tennessee State University.   During his address, Dean Larry Calhoun congratulated the newly minted pharmacists and thanked each of them for choosing ETSU.   They could have gone anywhere in the United States to pharmacy school, but they chose ETSU, Calhoun said. They have been pioneers in helping us to establish a really great college of pharmacy reputation. These students are leaving the college better than they found it.   Class President Brooks Hogue, in …

Self-Concept And Product Extension: Why Some Products “Wear In” While Others “Wear Out”, Carmen M. Hawkins

Honors Capstones

No abstract provided.

An Information Privacy Examination Of The Practices Of Pharmaceutical Companies Regarding Use Of Information Collected Through Their Websites, Shonda Dellena Brown

CCAC Theses and Dissertations

Consumers have begun to take a more proactive approach to their healthcare by accessing pharmaceutical companies Websites to obtain health and drug information, support groups, rebates, coupons, as well as free drug trials. In exchange for these benefits, companies require consumers to voluntarily disclose information. However, research has shown that consumers continue to be concerned about how their information is managed, used, and distributed by companies, especially if accessed via the Web. To date, there has been limited empirical research to examine the actual online practices of companies when it comes to privacy, especially those of pharmaceutical companies. Using Delphi …

2015-May-01-Gold, Silver, Bronze, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-01-Dr. Jason Moore, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-America's Best Award - 2015, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Effect Of Showrooming On Specialty Retailers: Leveraging A Framework For Success, Erin Jodi Belk

Accounting Undergraduate Honors Theses

As technology continues to increasingly infiltrate the lives of consumers around the globe, retailers are being faced with new challenges. Not only is there a push for retailers to be faster and more responsive, but retailers are also expected to have high integration across all channels. Over the past few years, as online shopping expanded and e-commerce became the norm, phenomena such as showrooming — consumers using their phones to comparison shop in stores — seemed like the evident and looming death of brick and mortar retailers (Adler, 2013). Historically, offline retailers have tried various methods to eliminate showrooming, going …

Design, Programming, And User-Experience, Kaila G. Manca

Honors Scholar Theses

This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.

I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.

The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …

The Influence Of Direct To Consumer Advertising Of Oral Contraceptives And The Consumer’S Attitudes And Perceptions That Ensue, Olivia A. Till

Marketing Undergraduate Honors Theses

This paper seeks to gain a better understanding of the influence that Direct-to-Consumer Advertising has on the willingness of a consumer to request a prescription of a particular brand of birth control. More specifically, it assesses how willing a consumer is to undertake the risk of potentially serious side effects to gain some advantageous secondary effect. In this case, the promise of clearer skin for mild to moderate acne was the secondary benefit promoted. Participants were given an advertisement for the fictitious brand of oral contraceptive, Ortho TriRegularis. One group received a version with minor side effects, while another group …

The Washington Redskins: A Brand In Crisis, Jonathan Benson

Marketing Undergraduate Honors Theses

Even though it is not new, the debate over the use of the brand and logo by the Washington Redskins has come to the forefront of the collective consciousness. With this debate in mind, I completed a study to answer two questions. Should the Redskins change its brand and logo? And must the Redskins change their brand and logo? In order to complete the study, a survey was conducted with undergraduate students that gathered more than 300 complete responses. After gathering and analyzing the data, I was able to draw conclusions. The first conclusion being that the Washington Redskins should …

Digital Word Of Mouth: Motivating And Engaging Millennials With Shareable Content, Amelia Ashton Adams

Marketing Undergraduate Honors Theses

After conducting a thirty-sixquestion survey among 260 Millennials and holding in-depth interviews with two local business owners, I have explored the aforementioned ideas. Throughout this report I will examine the following themes from the perspective of both the consumer and the brand as they relate to my topic: (1) brand engagement through social media and online platforms, (2) motivation as a means of participation in WOM marketing campaigns, (3) the potential for shareability to propel WOM.

The Effectiveness Of Modern Advertising At Achieving Brand Remembrance, Connor P. Robertson

Marketing Undergraduate Honors Theses

The relationship between aspects of modern commercial advertising, such as use of storytelling, positive and negative emotional factors, and message content, and their effect on achieving correct brand remembrance with the commercial’s viewers was studied. One hundred sixty subjects completed a survey that prompted them to remember the brands associated with five different commercials shown during the 2015 Super Bowl, as well as asked other questions about each commercial and the subjects’ television viewing habits. Results showed that a very small percentage of viewers correctly remembered the brand associated with commercials they had seen, and that this correct brand remembrance …

The Future Of Shrimp: Why Indoor Tank Farming Could Revolutionize The Industry, Nicole M. Daniels

Marketing Undergraduate Honors Theses

“The United States is currently importing 1.2 billion pounds of shrimp a year from Asia. It is cheap to U.S. consumers, but it’s being produced in an unsustainable way. It will stop…and when it does stop there has to be an alternative way to produce seafood” (Hourigan, 2013, p.1). Because the shrimp supply crisis is growing exponentially, it is the job of countries like the United States, who have resources and technology that less economically developed countries do not, to find a sustainable alternative to the current destructive farming practices that are rapidly damaging ecosystems and endangering human health. In …

2015-May-01-National Alumni Association Presents 2015 Alumni Awards, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-Academic Success Award - 2015, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Student Organization Success: Developing A Business Plan For The University Of Arkansas American Marketing Association Collegiate Chapter, Candace Brooke Gooding

Marketing Undergraduate Honors Theses

This paper explores best practices and original research to develop suggestions for the University of Arkansas American Marketing Association Collegiate Chapter in order to face an upcoming change in officer structure. Previously relying on a class structure for officers, University of Arkansas AMA is transitioning to leadership completely outside the classroom. College students involved in various organizations across the country were surveyed in order to find commonalities between organizations and perceptions of organizations. Similarities, combined with previous literature, were used as a basis for developing recommendations.

Zipcar: Unlocking The Keys To Alternative Mobility For Aarhus University Students And Professionals Of The Community, Natascha D. Bunner

Marketing Undergraduate Honors Theses

Zipcar is a company which has revolutionized the mobility of its users and is currently the world leader of car-sharing networks (Zipcar, 2015). A member of the industry powerhouse, Avis Budget Group, Inc., with operations currently in the United States, Canada, UK, France, Spain, and Austria, Zipcar is looking to expand its market share and total sales internationally. This report sets forth to analyze the potential market of Aarhus, Denmark for Zipcar. The report is essentially a marketing plan for Zipcar to enter the community of Aarhus, Denmark which contains competent cultural, economic, industry analyses for the intended product and …