Marketing Commons^™

2015-Etsu Geosciences Students Tour Boone Dam Project, Department Of Geosciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY Students in Dr. Arpita Nandis Engineering Geology class at East Tennessee State University recently enjoyed some unseasonably warm February weather while learning about the ongoing Boone Dam Project during a class tour.

This is the second class tour of Boone Dam coordinated by Nandi, associate professor and chair of the ETSU Department of Geosciences, who has also taken students to Center Hill Dam in Nashville, as well as to sites of landslides and other geo-hazard sites in the region.

Geosciences is a career-centric discipline.  Through the Boone Dam site visit, students could see the real-world application of what …

2015-2015 Studio Rome Kick-Off.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

One of the most exciting upcoming events had its initial informational meeting the first week of school hearing about an amazing international study opportunity.  Studio Rome is where participants spend 10 weeks of the summer in the heart of the Rome, studying design and architecture, earning a whole semester’s worth of credits (13 credits).  Keep coming back to the website for further updates.

2015-January-Graphic Design Alum Justin Doak Has Book Published.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

BFA graphic design alum Justin Doak wrote and illustrated the children's book The Wendigo's Woods. Doak's book is based on the unsavory legend of the Wendigo, who's roots spawn from Native American lore. He re-imagines the Wendigo, which finds a new home in children's literature with 31 woodcut-inspired illustrations.

For more information on the book please follow this link:
https://www.amazon.com/Wendigos-Woods-Justin-Doak/

Viral Marketing In The Nonprofit Sector: Crafting Messages That Create Awareness And Call An Audience To Action, Hannah Parker

Honors Theses

The nonprofit (NPO) sector has seen immense growth in recent years. With this growth has come an increased need for any particular nonprofit to compete and differentiate itself from the vast number of other nonprofits also looking for clients, volunteers, and donors. Unfortunately, nonprofits often lack the resources needed to develop and execute a successful marketing campaign. The emergence of controlled viral marketing offers a number of possibilities for these NPOs looking to spread awareness and increase involvement. The purpose of this research was to explore common themes among previous viral marketing campaigns and identify factors that are likely to …

How You Categorize Influences How Helpful You Are: The Effect Of Categorization Mindset On Consumers’ Social Decisions, Hsiao-Ching Kuo

USF Tampa Graduate Theses and Dissertations

This dissertation demonstrates how categorization mindsets (introduced by Ulkumen et al., 2010) moderate the altruistic behavior of consumers in decisions that have consequences to others besides oneself. Categorization mindset refers to a way of thinking about options, and is induced by simple sorting or categorization tasks. Ulkumen et al. (2010) has shown that mindsets can be unidimensional (in terms of being focused on a single, salient dimension) or multidimensional (in that both salient and non-salient dimensions are processed). Across three experiments, this dissertation finds that a multidimensional mindset (compared to a unidimensional mindset) enhances the preference for other-oriented options among …

Preliminary Nutritional Profile Analysis Of Box Tops 4 Education Food Products, Hannah Griffith

Williams Honors College, Honors Research Projects

The marketing of unhealthy food to children is often cited as a cause of the obesity epidemic.¹ However, most studies that examine this issue evaluated the marketing of food through print or television advertising. This project investigates the marketing of food products to children through incentive based programs, specifically General Mill’s Box Tops 4 Education. This study undertakes a preliminary systematic analysis of Box Tops food items to determine their healthfulness. A subset of all Box Tops food products was selected for review and a basic quantitative content analysis of priority nutrients was performed. Priority nutrients were identified …

Old Style Havana Rum: Start Up Plan, Bryan S. Midlik

Williams Honors College, Honors Research Projects

Old Style Havana Rum Start Up Plan includes the market analysis and feasibility of creating start up rum company in North East Ohio. A rum industry analysis helps lead to a creative start up strategy and a first year financial plan for what will be a new liquor on the market.

Folgers: The New Era Of Coffee, Anthony J. Jakubowski, Danielle Hickman, Annie Pang, Adrianna Hartman, Alex Naragon

Williams Honors College, Honors Research Projects

The primary purpose of this paper is to discuss the repositioning of the Folgers brand through a new and improved Brand Pyramid and two strategic recommendations. In order to come to these conclusions, the group utilized secondary research to gain a background on the coffee industry as a whole, the acquisition of the Folgers brand by Smucker’s, the competition relative to Folgers in the coffee market, a social media analysis focusing on the competitors, and finally research regarding the Millennial generation. The conclusions from this secondary research led to the methodology used in order to come up with the new …

Big Data Decision Making, Mark Mallinger, Matt Stefl

Marketing & Business Law Faculty Works

The process we use to gather information in making decisions can be as important as the decisions themselves. Do you rely more on sophisticated analytics or intuition? Using a self-report exercise, this article assists the reader in recognizing their decision-making style and offers a framework to enhance the process.

From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana

Theses and Dissertations--Communication

The Kentucky wine industry has grown from six wineries in 1999 to more than sixty wineries as of 2013. However, the industry has reached a crucial point in its development as funds allotted from the Tobacco Master Settlement Agreement ended in 2014. As a result, Kentucky wine producers must navigate the demands of local, regional, national, and international wine markets without the same amount of economic support provided in the early stages of the industry’s development.

The purpose of this study was to investigate (1) how Kentucky wine producers use cultural associations to manage their brands, (2) communicate with multiple …

A Web Personalization Artifact For Utility-Sensitive Review Analysis, Long Flory Mrs.

Theses and Dissertations

Online customer reviews are web content voluntarily posted by the users of a product (e.g. camera) or service (e.g. hotel) to express their opinions about the product or service. Online reviews are important resources for businesses and consumers. This dissertation focuses on the important consumer concern of review utility, i.e., the helpfulness or usefulness of online reviews to inform consumer purchase decisions. Review utility concerns consumers since not all online reviews are useful or helpful. And, the quantity of the online reviews of a product/service tends to be very large. Manual assessment of review utility is not only time consuming …

Examining The Factors That Determine The Behavioural Intention Of E-Travel Sites In Egypt, Madiha Metawie, Reham Ibrahim Elseidi

Business Administration

The main purpose of this study is to explore external variables

that influence perceived usefulness and perceived ease of use and in

turn influence the behaviour intentions of e-travel sites in Egypt. The

study is based on the original TAM constructs and postulated

relationships. The study hypothesized that four external variablesrelevant

information content, information quality, functionality and

perceived risk of e-travel sites influence perceptions of usefulness and

ease of use, which in turn affect behavioural intention to use the site.

The findings of this study contribute to enriching our understanding of

how tourists evaluate e-travel sites and the factors affecting …

Copyright Or Trade Dress? Toward Ip Protection Of Multisensory Effect Designs For Immersive Virtual Environments, Elii Cho

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Biophysical Vulnerability Impact Assessment Of Climate Change On Aquaculture Sector Development In Sarawak, Malaysia, Rosita Hamdan, Fatimah Kari, Azmah Othman

DLSU Business & Economics Review

This study is an assessment of the impact of climate change on the biophysical vulnerability of aquaculture production in Sarawak. The relationship between change in risk factors with the total aquaculture production and farmer’s income is identified. It utilizes data from the survey done on 249 aquaculture farmers in Sarawak, as well as secondary data gathered from various government reports. The multiple linear regressions results verify that the mean minimum temperature has a positive significant effect on freshwater ponds, while relative humidity has a negative significant effect on brackish water ponds. The total aquaculture area has a positive significant effect …

Evaluating Banking Agents: A Case Of Brazilian Banking Correspondents, Tania Pereira Christopoulos, Lauro Emilio Gonzales Frias, Tomás Costa De Azevedo Marques

DLSU Business & Economics Review

Financial institutions play an important role in the development of any country’s economy, but there is still an enormous gap between supply and demand of financial services that meet the needs of the poor. Hence, it is important to analyze the role of the traditional financial system in the expansion of proper financial services, and their accessibility to the poor. Within inclusive finance, the most promising topic seems to be branchless banking. One major example of branchless banking is the case of banking correspondents (BC) in Brazil. In order to deepen the comprehension of the subject, this article will present …

Essays On Marketing Strategies In The Context Of Interdependent Consumption, Minoo Talebi Ashoori

Electronic Theses and Dissertations

This dissertation consists of two essays in which I study the impact of two interdependent consumer behaviors, fairness concerns and exclusivity seeking, on a companys marketing strategies and profits specifically in a context where it tries to expand its clientele with the objective of generating repeat purchases, for example by running deals on daily deal platforms. In the first essay, I examine the impact of customers fairness concerns on the profitability of a company running promotions on daily deal platforms. With the prevalence of social media and the internet, information about such targeted promotions can become available to all consumers …

Initiating Women Empowerment And Youth Development Through Involvement In Non- Formal Education In Three Selected Parishes: An Action Research On Poverty Alleviation, Divina M. Edralin, Maria Victoria P. Tibon, Florenz C. Tugas

DLSU Business & Economics Review

This article elaborates on an action research undertaken by three researchers from a business school of a leading university in the Philippines on the contribution of non-formal education programs in poverty alleviation, aimed to initiate women empowerment and youth development among selected women and youth in the parishes they belong to. Non-formal education programs such as home-based livelihood program, parenting for women, leadership, character building, values clarification, and priority setting for women and youth were administered as a way to reduce the selected parishioners’ vulnerabilities arising from poverty. Using outcome mapping as a project cycle management tool, changed behaviours, attitudes, …

The More Things Change: Reflections On The State Of Marketing In Continuing Higher Education, James D. Campbell, James L. Narduzzi

School of Professional and Continuing Studies Faculty Publications

All of us can readily identify the major changes that have occurred in society over the past several decades and, more important, the manner in which these changes have affected the way we conduct the business of continuing higher education. For example, the telephone has been replaced by e-mail, which is now the most prevalent way we communicate with each other in the workplace. Social media and the web now dominate how we market our programs and communicate with our various constituencies. Instruction, once delivered primarily face-to-face in a classroom setting, is now routinely delivered utilizing various digitally mediated formats, …

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Publications

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

The Model Of Network Carriers' Strategic Decision Making With Low-Cost Carrier Entry, Tamilla Curtis, Dawna L. Rhoades

Publications

"After deregulation in the United States in 1978, airlines faced intense competition on previously regulated routes. The proponents of deregulation stated that equilibrium in the industry would be achieved by providing lower fares and improved service (Daraban and Fournier, 2008). While this became true to some extent, the airline network in the U.S. was dominated by the hub-and-spoke system and concentrated in the hands of few large airlines. The emergence of the Low-Cost Carrier (LCC) model, which originated in the U.S. through Southwest Airlines in the early 1970s, became an instrument to drive the airlines towards a competitive equilibrium. The …