Marketing Commons^™

Qualitative Methods In International Sales Research: Cross-Cultural Considerations, Rajshekar G. Javalgi, Elad Granot, Thomas G. Brashear Alejandro

Business Faculty Publications

As the global marketplace continues to change owing to the proliferation of global brands, changing international trade policies, and the rise of consolidated buyer power, the need for cross-cultural sales research continues to increase. International sales research differs from its domestic counterparts because its application to a multitude of cultural environments where comparable, relevant data are oftentimes nonexistent. In a similar vein, the roles, activities, and approaches to sales may vary across markets, which injects bias and confounds the results. Because of this complexity, conducting international sales research requires flexibility and creativity on the part of the researcher. The complexity …

Imsa360: Spring 2011, Imsa Fund

IMSA Fund Reports

When I speak to parents, students, educators and legislators about the concept of “career readiness,” I emphasize that IMSA is preparing learners for careers that do not yet exist. Through learning experiences based on imagination and inquiry, IMSA students, whether enrolled in our residential program or in our statewide enrichment programs, learn to pursue compelling questions of interest, work collaboratively, conduct investigations and communicate findings. In the words of our Standards of Significant Learning, students learn to “think about thinking,” “extend and integrate thought,” and “construct questions which further understanding, forge connections and deepen meaning.” In short, they learn how …

2011 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2011.

Making The "Growing" Trend A Reality: Proof That The Organic Lifestyle Is Worth The Money And Is In The Reach Of Even A College Student's Budget, Mary E. Allen

Honors Theses – Charlotte Campus

Although organic foods may be the answer to solving a number of environmental, societal, and nutritional issues that are prevalent in our world today, many people do not understand what the term “organic” means and its implications for our future as an intelligent species. Recent surveys show that up to thirty-five percent of consumers would not purchase organic foods even if they were the same price and as readily available as their conventional counterparts (Duram 99).This statistic proves that people do not understand what it means for food to be organic and do not know the major negative impact that …

Judging Credence Service Based On Experience Service Evaluation: Moderating Effect Of Ease Of Assessing And Extrinsic Cues, Kungpo Tao

Marketing Theses & Dissertations

The impact of service failure on customers' perception of service quality is of vital importance to service providers. Prior research reveals little about how services that are purchased jointly by consumers are evaluated. My dissertation investigates the effect of failure of an experience service on the evaluation of a credence service that is purchased at the same time. In experimental study 1 carried out in the context of automobile services, it is found that the effect of service failure on trust is mediated by evaluation of service quality, and moderated by the ease of assessing service. In study 2 carried …

Library Marketing And Graphic Design, John M. Passa

Senior Honors Projects

As the University of RI moves into the new millennium, it has created its brand, “Think Big, We Do”.  This brand requires different collaborative marketing strategies for different units within the university.  Academic libraries provide intellectual products, consumed by a specific audience.

Marketing academic libraries entails a market analysis of the target audience, creating a strategic plan to address the library’s marketing audience, and designing a marketing instrument.  The target audience of the University Libraries was  identified as college students under the age of 25 because of academic requirements, cost of textual materials, and access to electronic resources.  Using library …

Self, Social, Team, And Situational Factors Influencing Televised Sports Viewership, Donghun Lee, James Zhang, Ketra L. Armstrong, Soon Ho Kim

Journal of Applied Marketing Theory

This study examined personal, social, and team motives associated with the consumption of televised sports (CTS) while taking into consideration market constraints variables. Research participants (N = 304) were university students who responded to a questionnaire that consisted of four segments: (a) watching televised sports, (b) motives for watching televised sports, (c) situational constraints, and (d) demographics. Semi-structured interviews as an ad hoc study were conducted with additional 22 frequent viewers of televised sports to ensure inclusion of all relevant factors affecting CTS. Multiple regression analyses revealed that self, team, and social motives were significant factors (p < .05) related to CTS. Two situational factors (weather and ticket availability) were found to have a significant (p < .01) impact on the CTS. Findings from the interviews further revealed that four conceptual themes affected CTS: individual-related factors, team-related factors, event-related factors, and media features.

Broadening Journal Of Public Policy & Marketing’S Outreach: My "Tour Of Duty” As Editor, J. Craig Andrews

Marketing Faculty Research and Publications

The article offers the insights of Journal of Public Policy & Marketing's former editor on his tenure, objectives, and initiatives. He states that on editor tenure, he observed that a crucial time in a journal's life is the handoff or transition between retiring and incoming editors. He says that the aim in his term was to provide information regarding public policy issues's impact on marketing behaviors. He adds that he promoted ethnography topics during his tenure.

Warranty And Price As Quality Signals: The Effect Of Signal Consistency And Unexpectedness On Product Perception, Sultan Alaswad Alenazi

Theses and Dissertations in Business Administration

This dissertation investigates the effect of signal consistency/inconsistency and signal unexpectedness on a consumer's evaluation of a product. It consists of two studies. Study One examines the effect of signal consistency/inconsistency on product quality, where consistent signals are those of the same valance. Prior research has found that a positive cue not only was unable to improve product quality perception, but also had a negative effect on perceived quality when a positive cue was combined with a negative one. The results of Study One indicate that when signals are inconsistent, consumers engage in an attribution process to explain inconsistency. If …

Identifying Green Meetings In The Hospitality Industry, Shin Yi (Felicity) Chiou

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this paper is to identify what constitutes green meetings in the hospitality industries with special attentions on the applications of modern technologies and marketing strategies. This professional paper will search and collect the related literature reviews and existent practices with green ideology in hospitality to clarify the myth and difficulties of being green and help the readers or potential advocates better understand green meetings and adopt them.

Examining The Value Of Word Of Mouth As A Marketing Tool For Poker Book, Jeffery J. Hwang

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the spring of 2003, the poker world saw the launch of the World Poker Tour; that same May, an amateur poker player and online qualifier named Chris Moneymaker won the Main Event of the World Series of Poker and the $2.5 million first prize, demonstrating that virtually anyone can win at poker. The result of these two events was a “poker boom” that, by September 2005, had the two largest poker book publishers on the planet reporting ten-fold increases in sales. And yet, outside of their own company websites, most of the largest poker book publishers on the planet …

A Fighting Chance: The Struggle Of A Historically Black College Athletic Program, James Satterfield

Journal of Applied Marketing Theory

The purpose of this study was to develop an understanding of the social dynamics surrounding a Historically Black College and University athletic department and its local community. Three focus group interviews were conducted, each with seven participants as well as semi-structured interviews. This study illuminates three themes that emerged through data collection and analysis: (1) Black Only, (2) Lip Service, and (3) No Tradition. These three themes emerged through data analysis and tell a specific story related to both the institution and the community.

Service Quality Of The Chinese Ymca Of Hong Kong, Joyce Chan, Siu Yin Cheung, Jennifer Y. Mak

Journal of Applied Marketing Theory

Service quality is an essential element for managers and marketers to successfully compete in the sport and leisure industry. The present study is a first of its kind research study evaluating the service quality of the Chinese YMCA of Hong Kong. In this study, extensive customer research was conducted to investigate the members’ usage, expectations, perceptions, and satisfaction levels in the Recreation and Sport Department. Data were collected from 559 members. This study provides a channel to listen to the voice of the customers and assist the managers to improve the service quality by pinpointing areas that need managerial action.

Tomorrow’S Champions Of Sustainability: How Everyday Leaders Can Harness Grass Roots Momentum To Advance Adoption Of Ecologically Sound Practices In Sport And Event Management, Dorene Ciletti, John M. Lanasa, Diane P. Ramos, Richard E. Mathisen

Journal of Applied Marketing Theory

For more than a decade, we have appealed to corporations to consider sustainability. Leading companies have enjoyed positive media attention, improved bottom line profits and enhanced competitiveness through environmental management and social initiatives. Sustainability in the broader sense has become everyone’s job, and the momentum crosses age groups and economic strata. This paper focuses on the event organizer as ordinary leader, inspiring an engaged, accessible audience toward sustainability, and offers rationale for promoting socially and environmentally responsible event management. With a captive audience, ordinary leaders have an opportunity to model socially and environmentally responsible practices through effective education, communication, metrics …

Where Locals Play: Neighborhood Casino Landscapes In Las Vegas, Rex J. Rowley Ph.D.

Occasional Papers

Neighborhood casinos—gaming properties that target a primarily local market—are an influential feature on the Las Vegas cultural landscape. Such institutions reveal a number of geographical patterns that have important implications in gaming and place studies. The distinguishing characteristics of neighborhood casinos underscore the importance of proximity to a market, a focus that is evident in their advertising strategies. Additionally, the prominence of such casino-resorts within their respective neighborhoods makes them important symbols and indicators of the character of the surrounding community. These unique institutions teach lessons that can potentially be extrapolated to other gaming markets around the country.

The Nexus Of Payroll, Performance, Ticket Prices, And Attendance In Mlb, Sam Fullerton

Journal of Applied Marketing Theory

This study uses secondary data from the past ten seasons to explore key issues germane to Major League Baseball. Focusing on attendance, payroll, performance, and the cost of attending, several key relationships were identified. Huge disparities in spending are documented. Perhaps most importantly, there is a meaningful relationship between performance and attendance. Equally important is the concurrent relationship between performance and the team’s payroll. Other relationships were documented and suggestions are articulated. These suggestions include future research and managerial issues such as the implementation of a hard salary cap and a corresponding salary floor.

Value Of Professional Sport Teams In The Community: Reexamining The Measurement Properties Of The Community Impact Scale, Dae Hyun Kim, James J. Zhang, Yong Jae Ko

Journal of Applied Marketing Theory

The Community Impact Scale was developed by Zhang et al. (1996) to measure essential value dimensions of professional sports in the community. The original scale includes 45 items under eight factors (Community Solidarity, Public Behavior, Social Equity, Pastime Ecstasy, Health Awareness, Individual Quality, Excellence Pursuit, and Business Opportunity). To further ensure its usefulness for theoretical and practical applications, this study re-examined measurement properties of the scale through conducting a confirmatory factor analysis (CFA). Research participants (N = 349) were residents of three major metropolitan areas, who responded to a survey in various community settings. With some modifications and eliminations of …

Exploring The Feasibility Of Converting The Mardi Gras Hotel And Casino Into A Casino Boutique Hotel, Patrick Brennan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Introduction:

The topic of my Professional Paper will be the feasibility study of renovating the Mardi Gras Hotel and Casino in Las Vegas, Nevada. Currently the Mardi Gras is operating as a Best Western and is looking to expand into the boutique hotel market. With the maturation of the Las Vegas hotel market, it is vital to think forward in new methods of design and marketing to attract the next generation of convention attendees and visiting tourist.

Purpose:

The purpose of this study is to determine the feasibility of converting the Mardi Gras hotel and casino into a destination casino …

Explore Guerrilla Marketing Potentials For Trade Show, Jie Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is an exploratory research paper trying to identify effective guerrilla marketing practices in solving tradeshow marketing challenges. Major problems faced by trade show marketers are analyzed in the beginning: limited marketing budget, ineffective marketing tools and dissatisfaction from exhibitors. The study introduced guerrilla marketing methods by both exploring the theory and identifying successful cases. At the end, specific guerrilla marketing guidelines were built for tradeshow marketers.

2011 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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