Marketing Commons^™

Implementation Challenges: Triggers For Interactions In Marketing Strategy Making, Sarah Browne, Katrina Lawlor, Pamela Sharkey Scott, Laura Cuddihy

Conference papers

The old and familiar tools of marketing strategy-making (MSM), which breed sameness and repetition, no longer apply in today’s dynamic market environment. Despite the need for new insights, we understand little of how MSM actually occurs in practice. Departing from the common focus- on the prescriptive tools and techniques of strategy– we apply a marketing-as-practice (M-as-P) lens to our exploration of how organisations engage in strategy making. We utilise an in-depth case study to explore problemistic search behaviour and individuals interactions in developing strategic marketing campaigns and uncover specific consultative and collaborative interactional practices.

What Is The Effectiveness Of Public Relations Tactics Being Utilized By High Street Fashion Brands To Encourage Consumer Knowledge Of Their Brand Identity?, Lynn Ferrari

Theses

This thesis looks to discover if high street fashion brands are utilizing effective public relations. It attempts to identify if the PR tools being utilized by high street fashion brands are evident to the consumer and if they contribute to purchasing power, the model of communication that is being employed by high street fashion brands and if age contributes to the knowledge and effectiveness of public relation tactics and communication tools. Approach: The research involved a two-stage study with the first phase focusing on an extensive literature review of the key sources of secondary research including reports, articles and publications. …

Assessing The Impact Of Celebrity Ambassadors On The Pr Strategies Of Non-Profit Organisations: A Public Relations Perspective, Allison Kelleher

Theses

There has been increased interest from academics, public relations professionals and industry professionals regarding the impact of celebrity ambassadors on the PR strategies of non-profit organisations. This study aims to contribute to the understanding of the non-profit PR sector and the impact of celebrity ambassadors on this section of the PR industry. A qualitative research design was deemed most suitable by the researcher, and semi- structured interviews were used to collect the necessary primary research data. The researcher interviews two PR professionals and three non-profit organisation representatives regarding this particular study. Interviewees were chosen due to their knowledge, experience and …

Dynamic Ticket Pricing In Sport: An Agenda For Research And Practice, Joris Drayer, Stephen L. Shapiro, Seoki Lee

Human Movement Studies & Special Education Faculty Publications

For decades, the airline and hotel industries have regularly changed prices to keep pace with fluctuating levels of consumer demand. This demand-based approach to pricing is referred to as revenue management. Meanwhile, the sport industry has traditionally underpriced tickets using a cost-based approach in order to maximize attendance and promote fan satisfaction. However, as operating costs have grown, sport organizations are now forced to reconsider these conservative pricing practices. Subsequently, in 2009, the San Francisco Giants were the first team to utilize dynamic pricing, which is a strategy that mirrors the revenue management approach. While data supporting or refuting the …

Developing A Pricing Strategy For The Los Angeles Dodgers, Denise Linda Parris, Joris Drayer, Stephen L. Shapiro

Human Movement Studies & Special Education Faculty Publications

In 2011, the Los Angeles Dodgers Stadium averaged 36,236 fans per game, dropping from 43,979 in 2010 and 46,440 in 2009, an overall loss of about 10,000 fans per game in just two years. In 2011, The Dodgers' attendance ranking fell from first to eleventh in Major League Baseball (MLB), which amounted to a loss of over 800,000 tickets sold per year, as well as the resulting revenue from concessions and parking. Despite the Dodgers' long and storied history, ticket demand had been negatively influenced by inconsistent performance, mounting bad publicity surrounding owner Frank McCourt's divorce, the beating of a …

Paradoxes And Consumer Decision-Making, Carolyn Popp Garity

LSU Doctoral Dissertations

Consumers often find themselves faced with conflicting evaluations in which they identify both positive and negative aspects of a purchase or consumption experience. A paradox occurs when the individual is aware of the conflicting evaluations and experiences tension as a result. While there are strong potential implications of paradox, marketing research has been slow to study consumption paradoxes. As a result, many deficiencies exist in the literature, including no consensus as to the definition of consumer paradox, insufficient quantitative measurement, and limited knowledge of the antecedents and consequences of paradox. This dissertation was conducted to address these shortcomings. Essay one …

Samsung Oled Tv Marketing Plan, Baraa Abudawod, Christophe Perrenoud, Chris David, Farshad Madani

Engineering and Technology Management Student Projects

The evolution of television has substantially evolved within the last 2 decades to introduce revolutionary modern technology seen in Plasma, LCD, and LED backlight TV. The changes of television technology will offer thinner, clearer, brighter TV, and reduce energy consumption. After a brief transition of corporate strategy, Samsung has grown into the market as the leading innovative television manufacturer and currently holds 97% market share of AMOLED (Active Matrix OLED) currently seen in mobile devices.

In January of 2012, Samsung introduced a high definition 55 inch prototype OLED TV at the Consumer Electronics Show (CES) that seemingly will revolutionize the …

Through The Opposite End Of The Lens: Market Reactions To Corporate Venture Capital, Jay J. Janney

Management and Marketing Faculty Publications

No abstract provided.

The Chinese Health Care System: An Analysis Of The Current And Emerging Health Care Needs, Karen Giuliano, Courtney Droms

Scholarship and Professional Work - Business

This paper presents an overview of the health care system, current and anticipated health care challenges, and the potential for medical technology to address the health care needs of the People’s Republic of China. The implications of these topics for the modification of current strategies or development of new technologies to address the current and emerging health care needs in China will be reviewed in order to assess the industry’s current plans for expansion of their operations to the health care market in the People’s Republic of China.

Education And Ecotourism: A Framework And Analysis Of Education In Ecolodges In Costa Rica And Panama, Gregory E. Osland, Robert D. Mackoy

Scholarship and Professional Work - Business

Education of tourists at nature-based lodges is an important but under-researched component of ecotourism. This paper proposes a framework that identifies and develops a typology of possible educational goals and activities in an ecotourism context. Using data from interviews and participant observation at fourteen leading ecolodges in Costa Rica and Panama, the paper describes, classifies and compares educational efforts directed toward ecolodge guests, with a particular emphasis on the role of nature guides in the educational process. Relationships among several educational goals, tourists' satisfaction, and views of the performance of nature guides are uncovered and explicated. Multiple managerial implications and …

Acculturation Effects On Preference For English And Spanish-Language Tv Commercials Among Hispanic Audiences Of Mexican Descent, John Burton

Open Access Theses & Dissertations

The growth of the U.S. Hispanic population and its purchasing power over the past twenty years continues to be monitored closely by corporate interests anxious to gain market share and brand loyalty of the segment that now represents the largest minority group in the country. Marketers continue to look for competitive advantages in effectively communicating targeted messages to Hispanics in order to increase revenues and profits.

This study focused on the historically dominant mass-reach medium of television and explored concepts of acculturation theory to examine the effects of acculturation sub-dimensions on TV commercial language preference and attitudes among Hispanic audiences …

Who Spends More Online? The Influence Of Time, Usage Variety, And Privacy Concern On Online Spending, Syed H. Akhter

Marketing Faculty Research and Publications

The paper tests the influence of adoption time, online time, usage variety, and privacy concern on online spending. Findings support the hypothesis that online time, adoption time, and usage variety, the three dimensions of Internet usage experience, have a positive and significant influence on the amount of money consumers spend online, and privacy concern has a negative and significant influence. The control variables included in the model are gender, age, education, and income. Gender, age, and education did not influence online spending. However, income has a significant effect on online spending. Theoretical and strategic implications and recommendations for future research …

Marketing And The Common Good: Implications Of Caritas In Veritate, Thomas A. Klein, Gene R. Laczniak, Patrick E. Murphy

Marketing Faculty Research and Publications

This paper extends the authors’ previous work on applying Catholic Social Teachings to issues in marketing to the specific question of the common good. Approaches to studying the social impact of marketing and the challenge of adequately defining the common good are discussed. Attention is next given to key vectors of Catholic Social Teaching and their application to ethical issues in marketing. The focus of the analysis is on specific sections in Caritas in Veritate, Pope Benedict XVI’s recent encyclical devoted to providing principles for dealing with the ongoing global economic crisis. A discussion of how these principles might be …

Ethics Of Marketing, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

Essays On The Strategic Implications Of Marketing Capabilities: Marketing Exploration And Exploitation, Joseph Mitchell Price

Electronic Theses and Dissertations

My dissertation examines how exploitation and exploration capabilities impact organizational performance for competitive advantage. The first essay reviews previous empirical, simulation, and theoretical studies to provide a synopsis and quantitative assessment of previous empirical research. The organizational performance implications of both exploration, exploitation, and their interaction (i.e., an ambidexterity) are evaluated through the substantiation of previous findings. Exploration and exploitation focus are discrete options that require a cognitive choice and are constrained by firm resources. The results show exploitation as having the greater relative impact on performance folloby exploration and ambidexterity. Essay two conceptualizes marketing capabilities as exploitation and exploration. …

Transforming Potential Into Performance: Essays On Optimizing Organization Success Through The Establishment And Control Of Marketing Climate, David Catlett

Marketing Dissertations - Archive

This dissertation consists of three essays investigating the existence, definition and potential impact of a marketing climate within organizations and the ability of Chief Marketing Officers (CMOs) to effectively use a marketing climate to optimize the performance of their organizations. The first essay is a conceptual work and focuses on the structure, composition and integration of organizational culture and climate. A comprehensive analysis is completed of the substantial recent research of a wide variety of internal organizational factors that contribute to or influence organizational culture and climate, including the existing measures of market orientation, learning orientation, creativity, innovation, organizational structure, …

The Impact Of Fantasy Football Participation On Ticket Sales, Merchandise Sales And Team Loyalty, Robert H. Smith

Undergraduate Honors Theses

The growth of fantasy football has opened new economic opportunities for a variety of companies (Otto, Mets and Ensmenger 2011) and many have taken advantage of them. The question remains as to the impact of fantasy sports on actual sports leagues that gave rise to the fantasy experience. Drawing on reports from the popular press and academic research on the topic, a series of hypotheses is developed and empirically tested to determine how fantasy sports impacts the ticket and merchandise sales of the sports on which they are based as well as the impact of fantasy sports on the team …

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

Marketing Faculty Publications (Archived)

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation.

The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …

Consumer Participation And The Trust Transference Process In Using Online Recommendation Agents, Pratibha A. Dabholkar, Xiaojing Sheng

Marketing Faculty Publications

Online product recommendation agents (hereafter RAs) can provide important benefits to consumers. But whether consumers trust RAs and integrate an RA's recommendations into their product choices has not yet been examined. Nor has there been research on whether different levels of consumer participation in using RAs lead to different levels of trust in the RA. Using an experimental design that combined the benefits of a field study with those of a lab study, active consumer participation in using an RA was found to have increased consumers' trust in the RA, which in turn increased intentions to purchase based on the …

Are Subcompact Cars Driving Consumers Towards Sustainable Transport, Enda Mcgovern

WCBT Faculty Publications

Access to private transport is a critical component of the modern industrialized world but it is also recognized as a major source of carbon dioxide emissions, one of the global warming gases contributing to climate change. This paper looks at increased use of subcompact cars as a key component in developing a sustainable transport policy. These cars benefit the environment by emitting reduced levels of carbon emissions due to their smaller engines. This empirical research explores the opinions of Smart car owners in a focus group study. Smart car owners are primarily focused on reducing their costs due to difficult …