Marketing Commons^™

Response Rate And Response Error In Marketing Research, M. Yasemin Ocal Atinc

Doctoral Dissertations

In this study, I investigate the perspectives of marketing researchers views about the two important concepts of survey research, response rate and response bias. I specifically aimed to answer the following questions: Research Question #1: Do marketing researchers separate the concepts of response rate from response bias? Research Question #2: How exactly should data quality be measured? Is it about sample representativeness, minimizing non- response bias or just solely Increasing the response rate? Research Question #3: What are researchers doing to assess and minimize response bias? Research Question #4: Do additional efforts put forth by survey researchers, such as reminder …

Valuing Value: Value-In-Use And Marketing Performance, Kevin William James

Doctoral Dissertations

A unified subject matter defines every scientific discipline. Marketing then, like other disciplines, consists of a finite set of core concepts. This dissertation focuses specifically on the core concept of "value" as being among the most central of concepts and more specifically elaborates theoretically on the concept of value-in-use. Historically, marketing's received view suggests customer satisfaction is a key contributor to firm success. However, the extant literature reports a weak relation between customer satisfaction and a firm's organizational performance (Woodruff, 1997). This dissertation makes a theoretical case for value as among the most telling metrics in all of marketing and …

2012 July, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2012.

Relational Exchange In Nonprofits: The Role Of Identity Saliency And Relationship Satisfaction, Jennifer Anne Taylor

School of Public Service Theses & Dissertations

Research and practice in nonprofit fundraising has increasingly been focused on the benefits of relational exchange. This dissertation examines relationships between donors and nonprofit organizations and their impact on the charitable giving levels using identity salience and relationship satisfaction as key mediators of nonprofit relational exchange. Previous research has shown that there are a plethora of charitable giving motivations that contribute to supportive behaviors in the nonprofit context; however, this research does not provide a comprehensive understanding of the intervening variables. This study modified previous studies by introducing relationship satisfaction in addition to identity saliency, as mediating constructs. Results confirm …

Technology Roadmap For Tesla Motors Sedan Ev, Abrahim Abdulsater, Aparna Balasubramanian, Bing Wang, Farshad Madani, Mohammad Mansour, Rajasree Talla

Engineering and Technology Management Student Projects

In order for the United States, as well as other nations, to decrease their dependency and reliance on imported fossil fuel, to control and reduce the largest source of their carbon emission, and to secure their national transportation system, a faster transition from the Internal Combustion Engine to the Electric Vehicle has to be promoted. The public and private sectors will have to work hand in hand to ensure reaching such a national goal.

This paper lays out a technology roadmap for a private company ‘Tesla Motors’, proposing a balanced mixed basket of Technology Push and market Pull strategy in …

Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau

Management and Marketing Faculty Publications

The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-­‐cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel. By building on the previously published research of Altuna and Konuk (2009), this work investigates the attitudes and behavioral intentions toward mobile marketing of Generation Y consumers in the United States, France, and China. Based on this analysis, Chinese Gen Y have the most positive attitude toward mobile marketing, and their overall attitude is significantly more positive than the attitudes of French and American Gen Y groups. While American Gen Y's behavioral intentions are …

Marketing Strategy And The Board Room Network, Shannon Cummins

Marketing & Entrepreneurship Faculty Publications

This dissertation introduces and catalogues marketing strategic schema to the business literature. The complexity of marketing strategic schema is described and measured using qualitative review of 90 firms’ annual reports. I show that firms with more complex marketing strategic schema benefit from enhanced financial performance as measured by Tobin’s q, profitability, and sales; but are not rewarded by the stock market or in terms of market share. Additionally, I show that board of director networks, created when firms share board members either directly or indirectly, moderate the relationship between marketing strategic schema and firm financial performance. I show that firms …

Appearances Do Matter! What Libraries Can Learn From Clinton Kelly, Nancy E. Fawley

Library Faculty Research

One could easily mistake Clinton Kelly’s closing keynote presentation at ACRL 2011 in Philadelphia last March as light fare. Kelly, cohost of TLC’s What Not To Wear, spoke enthusiastically about the importance of one’s appearance and the necessity of making an extra effort in the way individuals present themselves. His keynote address, and the fact that a fashion expert was a speaker at a conference for librarians, sparked debates on Twitter and in the blogosphere.

Do appearances matter? I say they do and add that this applies to buildings and objects, as well. Academic libraries, especially, could benefit from some …

Pyramids To Players Clubs: The Battle For Competitive Advantage In Las Vegas, Oliver Lovat

Occasional Papers

The evolution of the Las Vegas casinos from owner operator to the institutionally financed and corporately managed casino-resort has been the predominant feature of the evolution of the US Gaming market in the past 30 years. This paper examines the strategic frameworks used by Las Vegas casino resorts and identifies the drivers for competitive advantage moving forward.

The Entrepreneurial Perceptions Of Strategy Makers: Constructing An Exploratory Path In The Pursuit Of Radical Growth, Stern Neill, Jonathan L. York

Marketing

For established firms, radical growth requires experimenting with new alternatives, which can test the boundaries of management's thinking. This study proposes that entrepreneurial perceptions of the strategic situation and market environment have a direct influence on corporate entrepreneurship (CE) strategy, which is strategy that supports new business development and renewal. The results indicate that strategy makers will pursue a more explorative CE strategy in situations framed as positive, less controllable and yet knowable, and in environments perceived as munificent and dynamic. Additionally, with explorative CE strategy comes a greater investment in radical growth (i.e., new lines of business). The paper …

Maintaining The Profitability Of Gaming’S Premium Players, Maxwell J.H. Olson

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: This paper does not seek to condemn the use of incentives for high-end casino players. Rather, it is intended to illuminate common policies and practices that might require more measurement and consideration prior to being distributed. This paper also explores and examines existing literature and findings regarding the profitability of high-end casino players and offers guidelines for evaluating profitability.

Statement of Objective: This paper targets existing policies and practices in the contemporary Las Vegas casino gaming business, separately examining the profitability of each incentive program or common practice. As a consolidated examination of such practices, this paper can serve …

A Business Plan For Grass Fed Restaurant, Joshua Schonfeld

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper will present a business plan for a grass fed steakhouse concept in Chicago. After having spent the past year researching the grass fed meat market, meeting with grass fed farmers and looking for restaurant locations in three different markets (Los Angeles, San Francisco and Chicago) it has become apparent that Chicago is going to be the best market for this type of concept. In the restaurant industry, contacts and word of mouth are two huge players in success in the restaurant business and this is definitely a connection that the partners have in Chicago.

Why grass fed? As …

Paying For Convenience: Attractiveness And Revenue Potential Of Time-Based Delivery Services, Philipp Goebel, Sabine Moeller, Richard Pibernik

Research Collection Lee Kong Chian School Of Business

Purpose: Four characteristics have been regularly applied to services: intangibility, heterogeneity, inseparability, perishability (IHIP). More and more exceptions occur which have resulted in substantial criticism. This paper aims to show that each characteristic is valid and useful when related to an individual aspect of services instead of being assigned to services as a single entity. Design/methodology/approach: Based on customer integration, a framework (FTU framework) and a resource typology are developed. These approaches are the theoretical foundation of the analysis. Findings: The FTU framework and a resource typology reveal different aspects of services and allow the assignment of the IHIP characteristics …

Lindeman, E. G. (Sc 610), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scan (Click on "additional files" below) for Manuscripts Small Collecction 610. Letter written to Bethel Oakley, of Bowling Green, Kentucky, from E.G. Lindeman, giving information as requested about the Green River Chair Company of Livermore, Kentucky, of which Lindeman was treasurer.

Hype, Hope, And Hit In Movies: A Contribution To The Metatheory Of Bubbles, Nikhilesh Dholakia, Romeo V. Turcan

College of Business Faculty Publications

No abstract provided.

Trends In Online Sport Marketing, Alexandra (Ali) Bickel

Recreation, Parks, and Tourism Administration

All professional sports teams are using the Internet as a part of their marketing strategy. In order for this to be successful, it is critical for sport marketers to evaluate which Internet marketing trends are being best utilized to connect with fans and website users. The purpose of this study was to determine the best practices in sport marketing in the five major professional sport leagues. Data were collected from five professional sports team’s websites from the NBA, MLB, NHL, NFL and MLS. The instrument used consisted of a checklist with a section for written notes. The results indicated that …

Factors That Create A Positive Tasting Room Experience For The Current Millennial Generation, Lucia Annalicia Janney

Agribusiness

No abstract provided.

Reconceptualising Resources: A Critique Of Service-Dominant Logic, Norah Campbell, Aidan O'Driscoll, Michael Saren

Conference papers

This paper examines the interactive relationship between intangible, human capabilities (operant resources) and tangible, physical assets (operand resources) in an era of global interconnectedness. It does so within the context of service-dominant logic and the challenge of sustainability in a world of resource scarcity. It challenges conventional ideas about the superiority of certain kinds of resources and it confronts a pervasive culture of demateriality both in marketing and contemporary post-industrial theory – the idea that ‘stuff’ does not count. Building on calls for a revised theory of economics and society, this paper offers a parsimonious model of a more holistic …

American Airlines: Bankrupt, Like Every Other Legacy Airline, Jeffrey S. Harrison, Siri Kalburgi, Colleen Koch Reed

Robins Case Network

American held out to the end, being the last of the large legacy carriers to file for Chapter 11 protection. This case reviews the history of American from its inception through its filing. Current strategies and industry trends are also examined.

Nonprofit Marketing Education In The United States: An Examination And Interpretation Of The Prevalance And Nature Of Curriculum, Theresa Meier Conley

Electronic Theses and Dissertations

The nonprofit sector is a large, growing, and essential part of the United States economy. There is a history of inspired ideas and complex change in the nonprofit sector that marketing educators and business school administrators must understand if they are to be leaders in the continuing evolution of nonprofit marketing education.

This manuscript includes a summarized historical perspective, a selective review of literature from existing nonprofit management and marketing education, a discussion of relevant contemporary issues for consideration, and mixed-method research results regarding the prevalence and nature of nonprofit marketing education. The mixed-method research strategy includes three phases; the …