Marketing Commons^™

Social Media Increases Wine Sales And Consumption, Quinn Watson

Agribusiness

The purpose of this study is to research the effects that social media and marketing tools have on branding and labeling a winery and its tasting room. The goal of a specific social media resource, such as a social networking site like Facebook, is to capture the attention of young wine consumers worldwide.

This study will investigate different marketing strategies that the wine industry uses to help attract more attention to the younger wine consumer demographic. Focusing on Costa De Oro Winery in Santa Maria, California, interviews and surveys will be administrated to gather data about specific marketing strategies of …

Profitabliltiy Analysis Of A Hard Apple Cider Company, Erik R. Johnson

Agribusiness

The purpose of this paper was to determine whether a hard cider company could be profitable in San Luis Obispo, CA in a 3 year period. A business plan was created to analyze the potential profitability of the company and included an analysis of the market, competition, consumers, the industry, and finances.

Background information was provided on the history of the hard apple cider industry, the use and importance of a business plan and the permit and license requirements to run an alcohol business.

The CEO and founder of the future company, Erik Johnson, determined the company would be named …

Turning Market Research's Focus Away From The Shovel And To The Hole, Knowledge@Smu

Knowledge@SMU

Business decisions should be guided by reliable data and research. Enter the market researcher – a professional who is perhaps better known for churning out lengthy reports with lots of tables and charts, than for advising senior executives on strategy. This stereotype frustrates Mike Sherman, an independent consultant in the market research industry, especially because he knows it to be mostly true. Speaking at SMU's Centre for Marketing Excellence, he noted that many market researchers often mistake 'statistical significance' for 'business significance'.

Framing Online Promotions: Shipping Price Inflation And Deal Value Perceptions, Patrali Chatterjee

Department of Marketing Faculty Scholarship and Creative Works

Purpose: This research seeks to examine differences in perceived shipping charge inflation associated with online promotions presented as reducing base product price, reducing shipping surcharge, or reducing all-inclusive price and its impact on deal values for shipping charge skeptics and non-skeptics. Design/methodology/approach: Drawing from research on multi-component pricing and mental accounting, a laboratory experiment investigates if shipping charge skeptics differ in their perceptions of shipping charge inflation for different presentations of online promotions from non-skeptics, and if they differ in perceived deal value of economically equivalent promotions presented as reduced product price, reduced shipping charge promotion, or reduced all-inclusive price …

Consumer’S Preferences On Purchasing Seafood From The Gulf Coast Region Following The Deepwater Horizon Oil Spill, Jared Wheatley

Agribusiness

No abstract provided.

International Career Conference 2011, Candice Ryann Powell

Communication Studies

As marketing coordinator for the International Career Conference (ICC) 2011 I describe the steps I took to advertise for the event. This event had 10 workshops, 17 companies, and over 200 attendees.

Personal Branding For Professional Success (Brand Development For Communication Studies Students), Breeana J. Kelly-Slatten

Communication Studies

No abstract provided.

Find Oz And Lula Fundraising Event, Natalie Do, Rebecca Leong

Communication Studies

No abstract provided.

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2011.

Art For Reward's Sake: Visual Art Recruits The Ventral Striatum, Simon Lacey, Henrik Hagvedt, Vanessa Patrick, Amy Anderson, Randall Stilla, Gopikrishna Deshpande, Hu Xioping, Joao Sato, Srinivas K. Reddy, Krish Sathian

Research Collection Lee Kong Chian School Of Business

A recent study showed that people evaluate products more positively when they are physically associated with art images than similar non-art images. Neuroimaging studies of visual art have investigated artistic style and esthetic preference but not brain responses attributable specifically to the artistic status of images. Here we tested the hypothesis that the artistic status of images engages reward circuitry, using event-related functional magnetic resonance imaging (fMRI) during viewing of art and non-art images matched for content. Subjects made animacy judgments in response to each image. Relative to non-art images, art images activated, on both subject- and item-wise analyses, reward-related …

Red Lion Hotel Corporation, Yin-Chia Shao

MBA Student Scholarship

This paper is a strategy executing research project of Red Lion Hotels Corporation. The research content includes the nature of the business, environmental analysis, strategy position within the industry, competitive advantage, strategic history, evaluate strategy and a conclusion. The company grew from a focused differentiation strategy to a broad differentiation diversification. Examining the business environment analysis, the external environment has a moderately strong impact on the company and the internal environment has a moderately weak position. The inferior position is a disadvantage to the Red Lion Hotel Corporation's growth. In addition, compared the company with Choice International Hotels, Inc and …

Slides: Environmental Water In Australia, Chris Arnott

Conversation with Water Management Reps from Colorado and Australia: "Adapting to Climate Change: Lessons Learned from Australia" (February 14)

Presenter: Chris Arnott, Managing Director, Alluvium Consulting

30 slides

Slides: Adapting To Climate Change: Lessons Learnt From The Australian Water Experience, Will Fargher

Conversation with Water Management Reps from Colorado and Australia: "Adapting to Climate Change: Lessons Learned from Australia" (February 14)

Presenter: Will Fargher, National Water Commission, Australian Government

18 slides [4 have titles only and are missing images]

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2011.

Firm-Specific Assets, Multinationality, And Financial Performance: A Meta-Analytic Review And Theoretical Integration, Ahmet H. Kirca, G. Tomas M. Hult, Kendall Roth, S. Tamer Cavusgill, Morys Z. Perryy, M. Billure Akdeniz, Seyda Z. Deligonul, Jeannette A. Mena, Wesley A. Pollitte, Jessica J. Hoppner, Joseph C. Miller, Ryan C. White

Faculty Publications

Through a meta-analysis of 120 independent samples reported in 111 studies, we test the predictions of internalization theory in the context of the multinationality-performance relationship. Findings indicate that multinationality provides an efficient organizational form that enables firms to transfer their firm-specific assets to generate higher returns in international markets. In addition, the results delineate the conditions under which firm-specific assets have the strongest impact on the multinationality-performance relationship. Meta-analytic evidence also suggests that multinationality has intrinsic value above and beyond the intangible assets that firms possess, given analyses controlling for firms' international experience, age, size, and product diversification.

The Stability Of Time- Versus Money-Based Product Evaluations, Leonard Lee, Michelle P. Lee, Gal Zauberman

Research Collection Lee Kong Chian School Of Business

Consumers constantly make product decisions involving temporal and monetary considerations. In this work, we examine how consideration of these two fundamental economic resources influences the stability of product evaluations. Results from a series of seven experiments demonstrate that, despite prior research that has shown that the valuation of time is more ambiguous and context-dependent than the valuation of money, time-based product preferences tend to be more consistent than money-based product preferences. Our findings support an affect-based account: compared to monetary considerations, temporal considerations elicit greater reliance on feelings versus analytical evaluation, which facilitates holistic judgments and promotes preference consistency. Consequently, …

문화예술상품에 대한 소비자의 가치인식과 추구혜택에 관한 질적 연구, Young Sun Rhee, Eun Joo Shin

Asia Marketing Journal

This research attempted to present the efficiency of culture marketing to the organizations producing culture-art products and to the companies utilizing art and suggest the practical viewpoints to the culture and art policy agencies. The methodology used was to take an in-depth look at the consumer value cognition and benefits of culture-art products in contemporary consumption culture from a social context by conducting a total of 12 Focus Group Interviews, consisting of 58 males and females in their 10s~50s who can represent culture-art product consumers. The culture-art products refer to the artist`s spiritual, actual act of creating or to the …

제휴카드 할인프로그램이 외식업의 수익성에 미치는 영향, Young Sik Shin, Kyoung Cheon Cha

Asia Marketing Journal

Recently strategic alliance between business firms has become prevalent to overcome increasing competitive threats and to supplement resource limitation of individual firms. As one of allianced sales promotion activities, a new type of discount program, so called "Alliance Card Discount", is introduced with the partnership of credit cards and loyalty cards. The program mainly pursues short-term sales growth by larger discount scheme while spends less through cost share among alliance partners. Thus this program can be regarded as cost efficient discount promotion. But because there is no solid evidence that it can really deliver profitable sales growth, an empirical study …

유한킴벌리의 빨아쓰는 키친타올 스카트(R) 출시전략, You Jae Yi, Dong Il Lee, Suk Joon Yang

Asia Marketing Journal

In 2005, Yuhan Kimberly found interesting points in the existing customers` U&A survey on the kitchen towel. The usage of Korean consumers is usually restricted to getting rid of the oil from the fans and the fried food. This usage limits could be the barrier to the diffusion of kitchen towel. Although consumers were worried about the hygiene situations about the dishcloth, they also percieved that the existing paper kitchen towels were short of something to soothe their inconveniences. As a result, the company made a decision to seek out the solution for the consumers` worries. The relative shortage of …

영문 브랜드네임의 중문 브랜드네임 전환 방식에 대한 중화권 소비자들의 브랜드 평가에 관한 연구, Ji Eun Lee, Joo Eon Jeon, Hsiao Chen Fei

Asia Marketing Journal

Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely …