Marketing Commons^™

Using Marketing Research And Positioning Techniques To Create Imc Campaigns For Private, Charter, Or Public Magnet Schools, John M. Mcgrath Ph.D.

Atlantic Marketing Journal

This article describes how two common tools of consumer marketers, marketing research and positioning analysis, were used to promote enrollment at a private elementary school that draws students from across district lines. The case study uses literature in the relevant fields to follow the process from the development, methodology, and results of the marketing research study to their inclusion in a positioning analysis and map of the school’s perceived strengths and weaknesses, to the final integrated marketing communications (IMC) campaign that resulted.

Who Is Winning The War On Drugs? A Case In Marketing And Demarketing, John E. Crawford

Atlantic Marketing Journal

The production and use of illicit drugs are age-old activities. At different times societies have been more or less tolerant of these activities according to prevailing laws and attitudes. More recently and for several decades the government of the United States has engaged in a “war on drugs.” Part of this war involves the employment of anti-drug advertising to discourage drug use, an activity in which the government has enlisted allies such as advertising agencies to assist in combating drug use. This case contrasts these demarketing efforts with the highly successful use of basic marketing tactics by a group of …

Creating Consumuments: The Use Of Artistic Interpretation Of Text As An Insight Mining Device In Advertising Courses, Tracy Tuten

Atlantic Marketing Journal

The goal of any approach used to gain a foundation of knowledge about a consumer segment is to ensure one can make decisions that are sound strategically and effectively serve the segment. This paper describes a new technique for profiling a consumer segment: creating a consumument. A consumument is an artistic interpretation of text which reflects insight into a consumer segment. The exercise, based on Tom Phillips’ (2005) A Humument, seeks to encourage students to mine for meaning, reflect on consumer perceptions, emotions, and aspirations, and ultimately express their understanding of a consumer group artistically.

Moderator Role In Green Product Purchases., J. Thomas Failla, Pradeep Gopalakrishna

Atlantic Marketing Journal

Abstract: Opinion polls consistently show large majorities of Americans supporting efforts to protect and improve the planet’s ability to sustain life. However, when it comes to environmentally preferable products, firms attract relatively small shares compared with conventional products. The present study examined the effect intentions (Verbal Commitment – VC) , emotions (Affect – Aff) and two moderators (Perceived Consumer Effectiveness – a PCE and Faith in Others – FIO) have on purchase (Actual Commitment – AC) of environmentally preferable products. Support was found for a direct influence of intentions aided by emotions – affect (Aff) – on AC, purchasing of …

Examining The Demographic Profiles Of Thrift Store Donors And Thrift Store Shoppers, Robert D. Montgomery, Mark Mitchell

Atlantic Marketing Journal

ABSTRACT

Thrift Stores can be viewed as conversion mechanisms; that is, they accept merchandise from DONORS and then re-sell the merchandise to BUYERS. These are often separate and distinct groups. The challenge for Thrift Store operators is to separately appeal to each group as a place to donate and a place to shop for merchandise. This study profiles the donors and buyers for Thrift Stores so that store and organizational leadership can better develop marketing strategies to reach these distinct groups.

2014-April-20-Buccaneer Men’S Tennis Team Wins Eighth Straight A-Sun Title, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-20-Women’S Tennis Team Wins Fourth A-Sun Title, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-18-International Rotations Dublin Arrival, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

18-APR-2014

International Rotations Dublin Arrival

Written by: Lucy Adkins

This month, two groups of two students are visiting Ireland. Emily Sorah and myself our doing an exchange with the Royal College of Surgeons in Dublin, Ireland (RCSI). Matt Hensley and Sean Smithgall are doing an exchange at Cork University in Cork, Ireland. This picture was taken on our first day in Dublin in front of the university with Mr. John Hayden, who is a faculty member at the school of pharmacy.

Emily and my rotation is set up similar to how we would have a rotation at ETSU. We are …

2014-April-18-April Story Slam To Feature Tales Of 'Crossing Borders', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-18-Dr. Linda Garceau, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-18-Dr. Cynthia Chambers Receives Harold Love Award From Thec, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-18-Etsu Professors To Discuss Ukraine, Russia And Crimea, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-18-Choral Concert, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Relationship Between Fashion Blogs And Intention To Purchase And Word Of Mouth Behavior, Cassidy L. Vineyard

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Blogs are an influential social media platform and a powerful marketing tool (Hsu & Tsou, 2011). A corporate fashion blog is an online product community. Online product communities established by retailers enable customers to interact with the company as well as amongst themselves (Nambisan & Watt, 2011). Online communities are a social space wherein relationships and ties are formed among the members and a common set of values and norms are established and shared (Nambisan & Watt, 2011).

The objective of this study was threefold. First it explored what factors shape readers’ intention to browse products on blogs. Based on …

2014-April-18-Scotch Tasting To Benefit Burton Scholarship Endowment, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-17-Etsu Faculty Brass To Present 'Brass Menagerie', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-17-Etsu To Host Old Crow Medicine Show And Carolina Chocolate Drops, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-17-Etsu Bands To Present 'Symphonic Soundtracks', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Vendor Firm Characteristics And Buyers' Perceptions Of Transaction Costs And Relationship Governance, Imran M. Khan

Dissertations, Theses and Capstone Projects (Full IR Collection)

The utilization of outsourced business services continues to grow as organizations focus on core competencies. Outsourced services span the gamut from financial services to information processing to engagement of third party logistic services by enterprise customers. When outsourcing business services, organizational buyers often have to select from a plethora of small, mid-sized, and large vendors that offer competing services at comparable prices. Given this choice conundrum, what factors influence buyers’ perceptions of vendors and their capacity to deliver expected value?

The current research integrates three distinct, yet related, theoretical streams including transaction cost, vendor selection, and buyer-seller relational exchange in …

A Transformative Partnership Between Socially And Historically Disadvantaged Farmers, 1890 Land Grant Institutions, And Walmart, Walter A. Hill, Raymon Shange, Miles Robinson, Tasha M. Hargrove

Professional Agricultural Workers Journal

Ensuring a sustainable future for socially and historically disadvantaged farmers (SHDFs) remains a central mission of many 1890 land grant universities. As major corporations adopt socially responsible and sustainable policies they are exploring new partnerships, including those with the aforementioned farmers and institutions. This article explores the opportunity presented by the partnership between Tuskegee University and Walmart during 2011, 2012, and 2013 that focused on assisting SHDFs to work together to expand their produce marketing opportunities to include large commercial retailers. This article provides perspective for the articles that follow in this issue of the Professional Agricultural Workers Journal (PAWJ). …