Marketing Commons^™

The Drivers Of Future Generosity Behavioral Intentions Of College Service-Learning Experience Participants, Jeananne Nicholls

Dissertations, Theses and Capstone Projects

This research provides insight into the drivers of generosity behavioral intentions. Behavioral reasoning theory (BRT) is used as the framework for this investigation. First, in BRT, attitudes directly predict behavior and behavioral intentions (Ajzen, 2008; Ranganathan & Henley, 2008; Webb, Green, & Brashear, 2000; Westaby, 2005a, 2005b, 2006). Second, attitudes influence the relationship between "reasons" and behavioral intentions as demonstrated in several studies by Westaby (2005a, 2005b, 2006). Third, the reasons construct has two components: reasons for and reasons against a behavior (Westaby, 2006). Westaby (2005a,2005b) and Briggs. Peterson, and Gregory (2010) empirically explore this construct and demonstrate that it …

Higher Education Marketing To The Hispanic Student Population, Kimberly Greenwood

Honors Theses and Capstones

The Hispanic population in the United States is growing at an unprecedented rate. The U.S. Census Bureau projects the Hispanic population to make up nearly 25% of the entire United States population by the year 2050. This population growth points at a large market for products and services in the U.S., including higher education. This thesis discussion will address characteristics of the Hispanic population in the United States of America, explore the importance of a diverse student population including Hispanic students on a college or university campus, evaluate the competitiveness University of New Hampshire’s current situation with regard to Hispanic …

Imsa360: Spring 2012, Imsa Fund

Documents

IMSA Founding Father and Nobel Laureate Dr. Leon Lederman has spent the better part of 90 years tirelessly improving science education. Because of his legacy, Illinois, the nation and the world will reap the benefits for generations to come.

On April 14, 2012 at IMSA’s 25th Anniversary Gala, members of the IMSA community celebrated the 90th birthday of a state and national treasure—Dr. Leon Lederman. It was a fitting tribute for a man who changed the lives and futures of generations of talented students in Illinois by giving them a home where they could reach their full potential.

Consumer Attitudes Towards Using Qr Codes In A Retail Setting, Chris Thayer

Undergraduate Distinction Papers

Corresponding with the increased use of smartphones and other mobile devices equipped with a camera, quick response (QR) codes have been introduced. QR codes allow large amounts of data (e.g., product information, discounts, usage suggestions) to be compressed into a small, printed square. To access the information, consumers must scan the QR code with a smart device (smartphone, tablet, etc). Korean and Japanese consumers appear more willing to scan QR codes in retail settings compared to their American counterparts. This reluctance is explored through the Technology Acceptance Model (TAM).

Furthermore, consumers’ motivation toward QR code use is made explicit and …

Self-Enhancement As A Motivation For Sharing Online Advertising, David G. Taylor, David Strutton, Kenneth Thompson

WCBT Faculty Publications

Marketers have long understood that consumers' self-concepts influence the products they purchase; conversely, products purchased influence people's self-concepts. Might the same self-enhancement framework apply in to shared online advertisements? Using the symbolic interactionist perspective of identity theory, this study empirically tests the proposition that online consumers use electronic word of mouth, and specifically the sharing of online advertising, to construct and express their self-concepts. The results suggest that self-brand congruity, entertainment value, and product category involvement increase the self-expressiveness of online ads, which then increase the likelihood of sharing those ads. These findings have both theoretical and managerial implications.

Marketing To The Base Of The Pyramid: A Corporate Responsibility Approach With Case Inspired Strategies, Nicholas Santos, Gene R. Laczniak

Marketing Faculty Research and Publications

The economic and political outcomes of market globalization continue to be complex. As international corporations engage developing markets, they increasingly find consumers who lack market sophistication, meaningful purchasing options and economic leverage. Such conditions are ripe for the exploitation of these market segments but also can be mitigated by enlightened managers willing to thoughtfully consider their ethical and professional obligations to vulnerable consumers. This paper builds on a normative ethical framework, labeled the integrative justice model (IJM) for impoverished markets that was introduced in the marketing and public policy literature. Specifically, the paper will extend the normative ethics of the …

Developing A Marketing Plan For Hertz China, Isabel Tan Ai Wei

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional-paper is to develop a marketing plan for Hertz China. Hertz China is a car rental company which focused on business to business and business to customer market and only short-term rentals, of less than one year's duration. This marketing plan will thus exclude long-term or leasing arrangements and considers only cars, and excludes commercial vehicles such as vans and trucks. The marketing plan will focus on analyzing the potential consumers, product mix, price, and local competitors for such a business.

Fan Loyalty And Motivation, Jason Mays

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose Statement: The purpose of this professional paper is to review psychological and marketing theory and research to explain what motivates an individual to become a highly identified loyal fan of a sports team. Implications for professional practice and future research will be presented.

Justification: Understanding what motivates a fan to become a highly identified fan is important to a team manager because fans are the primary revenue source of a team. The fundamental goal of marketing managers is to create repeat customers (brand loyalty) (Fortunato, 2006) and loyal fans represent most repeat customers. An organization’s brand is critical in …

The Marketing Plan Of The Cotai Strip, Pui Shan Wong

UNLV Theses, Dissertations, Professional Papers, and Capstones

In 2003, when most the current Cotai Strip was still a piece of reclaimed land, Sheldon Adelson started a visionary development on this piece of land: the Asian Las Vegas - the Cotai Strip under the corporate Sands China Limited. Its first property, the Venetian Macau was opened in August 2007 followed with a Four Seasons hotel in 2008 with a great success. The forthcoming project is the Sands Cotai Central which includes a 1,200-rooms Holiday Inn Macau, a 600-rooms Conrad Macau and a 4,000-rooms Sheraton Macao with an additional complex of casino, meeting facilities, and shopping mall.

Marketing these …

Understanding Loyalty And Motivation Of Professional Sports Fans, Victoria Wilkins

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this paper is to examine the factors which create continuous and permanent commitment to a specific professional sports team.

Statement of Objectives: There is no denying that the current economic standing of the United States does not promote spending large sums of money on entertainment and leisure. Since taking a family to a professional sports game gets rather expensive, families are lead to pursue other alternatives while deciding how to spend free time. The costs of game attendance, including tickets, parking, food, beverages and souvenirs, can easily surpass one hundred dollars, which is undoable for many …

A Green Marketing Guideline For The Cruise Industry In North America, Xi Guo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this professional paper is to develop a guideline of green marketing strategies for cruise managers in North America.

Statement of objectives: This paper will develop a customer relationship model according to the literature review of customer behavior and customer relationships in the hospitality industry. Meanwhile, the characteristics of green customers and the most popular green practices in the hotel and restaurant industry, and current sustainable achievements in the cruise industry will be investigated respectively. The green marketing guideline will be explored basing on the customer relationship model and the investigations of green customers and green practices …

Extreme Enthusiasts In Online And Offline Radio Control Helicopter Communities, Eyal Stein

College of Management Honors Theses

The focus of this study is to explore the notion that it is possible to optimize a marketing plan for a specialized industry to leverage individuals that are addicted to specific products in specialized product communities. This study addresses the following research questions: Can individuals that are addicted to products be leveraged for marketing purposes in specialized online and offline communities? The study is conducted with respect to the Radio Control Hobby Industry, and incorporates qualitative personal interviews at local RC clubs in the Greater Boston Area. The aim of the interviews is to help define people who are addicted …

Siec-Isbe: Quo Vadis? Strategy Suggestions For The Siec-Isbe, Katharina Stoettinger, Michaela Stock, Peter Slepcevic-Zach, Ph.D.

International Journal for Business Education

In order to escape the danger of stagnation, the SIEC-ISBE needs fresh perspectives. A strategy to increase membership numbers will be introduced in this paper, based on a study instigated from the Austrian chapter. After a short introduction of the status quo of the SIEC-ISBE, the paper will focus on the USP (Unique Selling Proposition) and the benefits of SIEC-ISBE membership. Some selected recommendations (for instance lowering the threshold for attending conferences or increased targeting of students) form the completion of this thesis.

2012 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Two Hundred Hour Internship For A Las Vegas Convention Sales Department, Kristen Kostis

UNLV Theses, Dissertations, Professional Papers, and Capstones

In order for a company to be profitable, whether it is a hospitality company, a technology company or a small business, sales must be high and continue to grow over time. Companies rely heavily on their sales staff to bring in revenue to keep the company growing and profitable. So, where does this knowledgeable and aggressive sales staff come from? How often do college students take a class that is strictly related to the sales industry?

Many undergraduate hospitality programs do not include courses directly related to sales, leaving students with little knowledge of this department. In fact, some students …

Marketing Analysis For Bonk Knob Shoals Located In Van Buren County, Tennessee, Lillian Lee Ehrmann

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this paper is to provide Alfred Crabtree, owner of Bonk Knob Shoals, with a marketing plan. Bonk Knob Shoals will be an upscale campsite nearby Spencer, TN in Van Buren County.

Statement of Objective: Bonk Knob Shoals is currently under development and the owner wants to gain insight to LOHAS tourists, so he can create a suitable business plan to attract people in that niche market. Marketing is a huge component of the business plan because Crabtree believes a significant amount of resources will be needed to increase tourism awareness of the upscale campsite, …

Social Recruiting: The Role Of Social Networking Websites In The Hiring Practices Of Major Advertising And Public Relations Firms, Keri Cook

Senior Honors Theses

The purpose of this study is to determine the role that professional networking websites, such as LinkedIn, play in the hiring decisions of talent recruiters at major advertising and public relations firms. A study of literature relating to social media, traditional recruitment techniques and legal implications regarding the use of networking websites in the hiring process provided a foundation for the study. Primary research, in the form of online surveys distributed to hiring managers at some of the largest international advertising and public relations firms, was conducted to set a foundation for understanding the use of networking websites in the …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2012.

On The Value Relevance Of Retailer Advertising Spending And Same-Store Sales Growth, Kapil R. Tuli, Anirban Mukherjee, Marnik Dekimpe

Research Collection Lee Kong Chian School Of Business

In response to recent calls to study factors that determine a retailer's stock price, this study draws on signaling theory to examine the impact of two key marketing metrics that are widely disclosed by retailers to investors, advertising spending and growth in same-store sales (COMPS), and highlights the moderating role of various firm- and sector-specific factors. Using a stock-response model estimated on a sample of 1,646 observations for 257 retailers, the authors find that the value relevance of advertising spending and COMPS depends on the financial condition of, and the competitive pressures faced by, the retailer. In addition, the positive …

Web Based Marketing Plan For The Polished Pet Boarding Kennel In Santa Maria, Ca, Lauren Marie Frias

Agribusiness

The great recession in the United States has caused consumers to change their spending habits. The recession comes at a time when consumers had already become accustomed to increasing levels of service from sellers of goods and services as businesses incorporate new technologies to attract customers and improve cost efficiencies. Customers are now accustomed to and expect price competitiveness, excellent service, 24 hour availability, convenience and value added amenities. For a business to compete in this environment, it must continually find innovative strategies in the utilization of existing and developing technologies and applications to distinguish it from competitors. At the …