Marketing Commons^™

Marketing Plan Focusing On The 4 P’S Of The Marketing Mix For A Wine Bar In The City Of San Luis Obispo, Kurtis Robert Wurster

Agribusiness

Wine is a large industry expanding into new markets and open to new ideas. A popular idea was to open wine bars, where individuals could come experience the world of wine without any prior knowledge. Wine bars have been growing and not all have managed to stay successful and meet the demands of consumers. To discover consumers’ preferences, primary research was conducted in the city of San Luis Obispo. The tool used was a survey of 168 respondents. The research was done to determine the feasibility of a wine bar in San Luis Obispo and if so, how to market …

A Marketing Plan For An Artisan Bread Bakery, Audrey Campana

Agribusiness

This study was undertaken to determine whether there is market potential for Word-of-Mouth Bakery to expand its current operation in food retailing in Modesto and the surrounding areas. A Case Study was conducted on Panera Bread Company to use as a competitive analysis to compare Word-of-Mouth Bakery with an established nationally known artisan bread company. An expert opinion poll was also conducted to assess the market potential in supermarkets from the observations of in-store bakery managers in Modesto and the surrounding areas. A SWOT analysis was used to determine the internal strengths and weaknesses, and external opportunities and threats that …

Correlation Of Art And Design Characteristics Used In Wine Labels And Prices, Jordan Waltman

Agribusiness

A study determining if there is a correlation between art and design characteristics incorporated in the label and the wine's price.

A Target Profile And Positioning For An Informational Lettuce Website, Julee Dyann Evangelo

Agribusiness

This project was conducted to determine what type of content a consumer would like to see on a lettuce informational website and what will drive consumers to re-visit this informational website. A survey was used to collect the data for this project. The survey was self-administered online offered through Survey Monkey. The survey link was posted on a number of food forums, Facebook fan pages related to food, and Tanimura & Antle’s website.

The data described lettuce purchasing behavior, internet usage related to food and social networking, and demographics of potential lettuce informational website visitors. Statistical tests were used to …

Intercollegiate Athletics And Institutional Fundraising: A Meta-Analysis, J. Michael Martinez, Jeffrey L. Stinson, Minsoo Kang, Colby B. Jubenville

All Faculty Scholarship for the College of Business

After nearly 30 years of research, the disparate findings of studies examining the influence of intercollegiate athletics on private, individual giving to higher education institutions have failed to generate generalizable knowledge. The current study examined all available empirical studies conducted between 1976 and 2008 on this topic. Meta-analysis results indicate that intercollegiate athletics does have a small, but statistically significant, effect on giving. Follow-up analysis revealed four significant moderators on the strength of the intercollegiate athletic-private giving relationship: the gift target (i.e., athletic vs. academic programs), the alumni status of the donor, the level of NCAA membership, and whether or …

2010 March-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from March to December of 2010.

Perceptions Of American Wines In The United Kingdom And Uk Trend Analysis, Jordan Sauvain

Agribusiness

No abstract provided.

A Marketing Plan For Main Street Small Animal Hospital In Templeton, Ca, Lisa Karcher

Agribusiness

A marketing plan was developed for Main Street Small Animal Hospital in Templeton, CA using client survey research. The surveys determined the possible marketing avenues to improve the current marketing status of Main Street.

Analysis Of Wine Label Design Aesthetics And The Correlation To Price, Vince Bonafede

Agribusiness

A study determining if there is a correlation between art and design characteristics on wine labels and if it determines the price points of the wine.

Including The Customer In Efficiency Analysis:Evidence Of A Hybrid Relational-Transactional Approach, Joseph Coughlan, Estelle Shale, Robert Dyson

Articles

Purpose This paper illustrates the effect of including the customer as a resource in efficiency measurement. Variations in counting the customer illustrate the different impacts on efficiency between a transactional and a relational approach to bank branch marketing. Design/methodology/approach The paper uses Data Envelopment Analysis (DEA) to analyse the efficiency of the branch network under consideration. This technique, while well established in the bank branch efficiency literature, is used here to gain insight into how relationship and transactional paradigms are affecting performance. Findings Although the average profile of the efficiency scores was similar, the scores of the individual branches differed …

Writing A Usda Process Verified Program, Noah Nelson

BioResource and Agricultural Engineering

This senior project undertakes the writing of a United States Department of Agriculture (USDA) Process Verified Program (PVP) for the cattle in California Polytechnic State University’s Beef Program. This project covers the writing of the program, its submittal for review and auditing from the USDA, and the management changes required in Cal Poly’s beef program.

2010 March, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2010.

Social Media As A Marketing Tool For Business Operations, Katharina Jung

Theses

The purpose of this study was to elaborate different social media tools and their benefits as well as their risk for marketers.

An increasing number of companies use social media for their purposes and Internet users spend plenty of time with social media.

The use of social media is on the rise and cannot be ignored anymore. It is more cost-effective than traditional media marketing and distribution as well as other interactive marketing. Traditional media is struggling, but there is a connection between traditional and social media, which shows that these two relate to each other and influence the overall …

Vol. Viii, Tab 38 - Ex. 69 - Ninov Deposition (Rosetta Vice-President Strategic Research And Analysis), Nino Ninov

Rosetta Stone v. Google (Joint Appendix)

Exhibits from the un-sealed joint appendix for Rosetta Stone Ltd., v. Google Inc., No. 10-2007, on appeal to the 4th Circuit. Issue presented: Under the Lanham Act, does the use of trademarked terms in keyword advertising result in infringement when there is evidence of actual confusion?

The Potential Implications Of Web-Based Marketing Communications For Consumers' Implicit And Explicit Brand Attitudes: A Call For Research, Sreedhar R. Madhavaram, Radha Appan

Marketing

Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenomenal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recognizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article discusses the potential implications of Web-based marketing communications for consumers' implicit and explicit attitudes. In doing so, first, this article reviews the emergence of research on implicit attitudes, distinguishes implicit attitudes from explicit attitudes, and discusses research on explicit and implicit attitudes …

2010 February, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2010.

Sourcing Reform Competency And Effective Collaboration: A Resource Based View, Sudhi Seshadri

Research Collection Lee Kong Chian School Of Business

Firms in the Asia Pacific region are rapidly globalizing their sourcing processes and effective collaboration with suppliers across borders is necessary for superior sourcing performance. Recent work in Resource Based View calls for business process level research into the resource-performance link and for survey research into global sourcing. We report on a survey research study with managers in the region, and develop measures that link practices to the goals of De-Constraining, Re-Branding and Re-Optimizing. We develop a model and test hypotheses based on predictions of RBV. We find that a latent sourcing resource Reform Competency is positively associated with these …

An Investigation Of Value Updating Bidders In Simultaneous Online Art Auctions, Mayukh Dass, Lynne Seymour, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Simultaneous online auctions, in which the auction of all items being sold starts at the same time and ends at the same time, are becoming popular especially in selling items such as collectables and art pieces. In this paper, we analyze the characteristics of bidders (Reactors) in simultaneous auctions who update their pre-auction value of an item in the presence of influencing bidders (Influencers). We represent an auction as a network of bidders where the nodes represent the bidders participating in the auction and the ties between them represent an Influencer?Reactor relationship. We further develop a random effects bilinear model …

The Effects Of Consumer Animosity, Consumer Ethnocentrism And Patriotism On The U.S. Made Products : A Study Of Muslim Consumers In Malaysia., Khairul Anuar Mohammad Shah

Student Works (2010-2019)

The primary objective of this study is to examine the negative attitudes of Malaysian Muslim consumers towards US made products. The conceptual model for this study was adapted from the model developed by Klein, Ettenson and Morris (1998). In their model, two sources of negative attitudes towards foreign made products were included, i.e., consumer animosity and consumer ethnocentrism. However, this study integrated another source of negative attitude, i.e., patriotism. The framework of this study suggests that consumer animosity, consumer ethnocentrism and patriotism will negatively influence the judgment of US made products and, subsequently, their purchase willingness and purchase action. Also, …

Disambiguating The Role Of Ambiguity In Perceptual Assimilation And Contrast Effects, Michelle P. Lee, Kwanho Suk

Research Collection Lee Kong Chian School Of Business

We examine how perceptions of a product are affected by the presence of extreme exemplars and find that ambiguity of the product is an important moderator. When the target is a novel one, perceptions assimilate to the context, whereas when it is highly familiar, perceptions are immune to the influence of context. This is as predicted by the interpretation-comparison model. Contrary to this model, however, we find that effects on perceptions are not always assimilative in nature. When product ambiguity falls between the extremes of novel and highly familiar, a contrast effect in perception can occur. This is consistent with …