Marketing Commons^™

Interpreting A Case Of Outsourcing Shift-Gears In The Car Industry Using Different Theorys Simultaneously, Henrik Blomgren

AMTP Proceedings 2010

The purpose of this paper is to bring forward a methodology that makes it possible to handle different theoretical models simultaneously when analyzing cases of outsourcing - without ending up with contradictary conclusions. The approach used in the paper is a development of a framework, the analysis of three commonly used models (The Make-or-buy model, the Network approach, and Industrial strategy) and a case study where outsourcing of shift-gears in the carindustry is analysed. The paper addresses the basic need to clearify the fundamental assumtions embedded in theories applied on outsourcing. It also clearifies very hands-on how the suggested methodology …

Budgeting In A Chaotic Economic Environment ... Factors Leading To Improvement, Nancy Coulmas

AMTP Proceedings 2010

Traditional budgets and budgeting processes have been identified as frustrating and inflexible. They are based on immovable targets and often lead to suboptimal attitudes and behaviors. When the budget process is performed in a chaotic economic environment, these negative aspects are exacerbated. This paper identifies and discusses actions that can be implemented to enhance the flexibility of budgets and their processes and to reduce the negative aspects involved.

Exploring B2b Brand Equity: Beyond The Traditional Models, Rick Mathisen, Michael Musante

AMTP Proceedings 2010

The original concept of brand equity was proposed by David Aaker in 1991. Subsequently Keller also proposed that concept of reseller brand equity. Brand equity in Aaker’s and Keller’s models was based on the value of the brand to the consumer. Little research or models have been proposed that address brand equity of B2B products. Yoo and Donthu tested a model of brand equity in the consumer market. The inputs were based on distribution intensity, store image, pricing, advertising and price deals. These were found to affect perceived quality, brand loyalty and brand associations consistent with the Aaker model. The …

A Study Of Market Segmentation In High-Tech Startup Ventures, Alan D. Lish

AMTP Proceedings 2010

Much has been written about the benefits of market segmentation. In fact, it provides the basis of most marketing strategies in larger firms. But while larger firms understand the benefits of market segmentation and put it into practice, many start-up firms seem to ignore or dismiss segmentation as an essential marketing strategy. This paper explores the practical use of market segmentation as it applies to high-tech start-ups, examines its use in those companies, and tries to determine if segmentation strategy is used by start-ups in other, non-traditional ways.

Successful Strategising Through Customer Exclusion, Edward Kasabov, Alex Warlow

AMTP Proceedings 2010

Marketing tends to emphasise retaining existing customers and generating customer satisfaction and loyalty. However, observation of the current practices of businesses suggests that such an over-emphasis on customer satisfaction may be misplaced. Many successful companies have developed competitive advantage by practicing ‘Exclusion Marketing’. This discussion defines Exclusion Marketing, explores its main tenets and ingredients, and demonstrates how by implementing such tactics modern businesses can reduce the cost of their products and services while offering high levels of service to ‘good’ customers, while eliminating and ‘excluding’ troublesome or non profitable clients. This discussion contributes to debates on the relationship between companies …

Why Hispanic Women Wear What They Wear, Maria-Gracia Inglessis

AMTP Proceedings 2010

This paper is an exploration of how Hispanic women communicate their identity through clothing and how cultural values affect how they shop for clothes. Based on in-depth interviews with Hispanic women in Florida, this study demonstrates that Latinas retain overtime a set of values characteristic of the traditional Hispanic culture. This study also reveals that Hispanic women are high self-monitors and enjoy the experience of discovery when they shop. Specific implications for marketers are offered.

Rebates And Reward Programs: Conflicting Drivers, Michael Mccall, Clay Voorhees, Carol L. Bruneau, Aimee Dars Ellis

AMTP Proceedings 2010

Rebate programs and customer reward programs have evolved almost side by side within the hospitality, tourism, services and retailing sectors. Interestingly, they both share a common theme of delaying rewards for consumers. In each case consumers are motivated to purchase a good or service contingent upon a reward that is delayed until a later time. At present there has been little research that examines how these programs function together and whether when implemented in tandem that they might actually be in conflict. An online survey was completed by 68 members of a shopping blog that asked about their participation and …

Using Diffusion Of Innovation Theory To Help Predict The Adoption Of New Technologies In Retailing, Richard Clodfelter

AMTP Proceedings 2010

New technologies are constantly being tested by retailers to determine their applicability to business operations. This paper examines diffusion of innovation theory and its applicability to assisting retailers in making decisions about the implementation of these new technologies. This paper concentrates on one form of biometric technology that is currently being tested by several retailers—fingerprint authentication at point-of-sale. The purpose of the paper is to identify components and processes, based on diffusion of innovation theory, that could be tested to better determine how consumers will react to the introduction and implementation of new technologies in retail stores.

A Comparative Analysis Of Retail Store Image: Wal-Mart And Dillards, Charles E. Pettijohn, Linda S. Pettijohn, A J. Taylor, Andrew J. Newman

AMTP Proceedings 2010

The research in this manuscript reports on analyses of retail image which compares the images of two well- known U.S. retailers. The scale used is the research is one that has been specifically designed to evaluate consumers' perceptions of retailers. The results indicate that differential scale items are required to meaningfully assess different varieties of retail establishments. Specifically, the findings indicate that consumers assess retailers in a manner which seems consistent for retail store type. The study offers conclusions and insights based upon the differential items used to assess discount retailers and traditional department stores.

Business Consulting: A Marketing Strategy For The Entrepreneur, Anne Marie Klein

AMTP Proceedings 2010

The purpose of this study is to propose a framework of a marketing strategy for business consulting entrepreneurs. Although research related to entrepreneurial marketing for business-consulting firms is minimal, the intent is to create a foundation for additional research. With a case study research methodology and a review of the literature on entrepreneurial marketing, this study synthesizes this research into a framework for entrepreneurs to create a marketing strategy for their business consulting firms. Albeit in its infancy, entrepreneurs of business-consulting firms may be able to glean important marketing elements for the creation of a marketing strategy.

The Effect Of Culture On Consumers’ Attitude Towards Online Shopping, Atefeh Yazdanparast

AMTP Proceedings 2010

Consumers' attitude towards online shopping is the key to survival and profitability of online retailers in today's competitive market. The purpose of this exploratory research is to provide a deeper understanding of the role of culture on the adoption of online shopping. To this end, the Technology Acceptance Model(TAM) is adopted and then extended by examining the effect of trust and perceived e-vendors' reputation on consumers' attitude toward online shopping using US and non-US samples. The results indicate that culture plays a moderating role in the relations among antecedents and consequences of attitude toward online shopping. It can be concluded …

The Impacts Of Contextual Cues On The Effects Of Brand Extension, Bob Wu, Joseph W. Chang

AMTP Proceedings 2010

Brand extension strategy represents one of the most frequently used branding strategies. The degree of success in this stimulus generalization process depends on the perceived fit between the existing parent product and the extension product. In this article, we examine whether a brand extension initiated by a foreign (vs. domestic) company is construed differently by consumers and consequently whether it affects factors used to judge the fit between the parent brand and the extension brand. A 3 (foreign vs. U.S. vs. control) x 2 (anti-cavity toothpaste vs. pain relievers) between subjects factorial design was used for the study.

The present …

Product Placement And Its Influence On Children, Simon Hudson, Charlene Elliott

AMTP Proceedings 2010

Despite the growing body of research concerning the practice of product placement, a notable research gap exists pertaining to the influence of product placement on children, and its link to childhood obesity. This study will provide an insight to the influence of product placement on children. Its objective is to analyze the placement of food and beverage products on children of various ages. An experimental approach will be taken whereby child-respondents will be divided into groups and each group will see the same television clip but with different placements (digitally inserted) of various types of food and beverages. All groups …

Sample Frames Vs. Data Quality: When Research Panels Are From A Client And A Research Firm, Michael Latta

AMTP Proceedings 2010

Clients, academics, and marketing research practitioners are concerned about sample frames and their relationships to data quality. In addition, clients sponsoring marketing research surveys are concerned about data collection period length. Typically, brand managers pressure research suppliers to quickly find solutions to the research problem. This study provides real world data on a survey among 504 female consumers. Two sample frames were involved: 1) a Volunteer Access Panel (VAP) and 2) a Non-Volunteer Access Panel (NVAP). The use of two sample frames reduced the field time for the client, provided lower costs, and added value in meeting rapid response requirements.

Gift Cards And Gift Giving: Research Notes From The Field, Melek Meral Meral Anitsal, Ismet Anitsal, Sara E. Taylor

AMTP Proceedings 2010

Gift cards are rapidly emerging as a trend in the retail marketplace. However, this emerging phenomenon of consumers’ preference of gift cards has not been explored thoroughly yet. The objective of the current study is to understand consumer reactions to gift cards in terms of their impact in gift giving and gift receiving relationships. Specifically, this research seeks to answer the following research objectives: (1) How gift givers and receivers perceive gift cards; (2) What roles of gift cards play in gift giving rituals; and (3) What meanings gift cards communicate for receivers and givers.

Why Do Shoppers Shop?, Ronald E. Goldsmith, Leisa Reinecke Flynn, Ronald A. Clark

AMTP Proceedings 2010

The purpose of the present study was to assess the relationships between three potential motivators of shopping behavior with a measure of attitude toward shopping. Data from 306 US student consumers were collected via an online survey. Reliable and valid scales operationalized the constructs. The results showed that shopping appears to be motivated in part by a desire for status, by materialism, and by brand engagement in self-concept. The results also showed women like to shop more than men do and that the relationships among the variables differed between men and women, suggesting that each gender is motivated to shop …

Fitting X-Bar Chart To The Traditional Transaction Surveys Analysis, Usama A. Saleh

AMTP Proceedings 2010

Traditional transaction surveys such as service feedback cards (SFCs) are widely embraced by different service organizations to measure a service quality or to assess customer satisfaction with specific transactions. This paper pursues to apply the statistical quality control technique of -chart (X-bar) to analyze the scaled collected data of these SFCs. The proposed method establishes the control limits to what is being measured for meeting the managerial objectivity of monitoring, controlling, or improving a service performance.

Business Literature: A Cross-Disciplinary Approach To Marketing Education, Nancy L. Bush

AMTP Proceedings 2010

This paper looks at a course for marketing majors developed to examine literature in

several areas of the business disciplines that are relevant to marketing professionals-to- be. The Association to Advance Collegiate Schools of Business (AACSB) and potential

employers have increasingly suggested that the integration of learning rather than functional silo-oriented learning is the preferred andragogy for business schools, providing students with soft skills as well as technical expertise that are needed for the contemporary employment environment. In examining the then existing traditional General Education Requirements (GER) for Wingate University, the faculty assembly considered ways to increase such cross disciplinary …

Practitioner Implications On Sample Frame For Single Language Products, Joe Schwartz

AMTP Proceedings 2010

When a marketing research project is undertaken in a single language the potential for bias through misrepresentation of those who do not speak the language is always an inherent risk. That bias can greatly increase in a market with a significant population that does not speak that language. In practice there are a small number of U.S. markets that can be significantly impacted when addressing this concern. The author identifies the conditions under which this bias can be so great as to skew results. The author extends this to show how the bias can be a significant factor in marketing …

Ethics In Retail Buying And Sales: Perceptions Of Future Retail Personnel, David J. Burns

AMTP Proceedings 2010

Unlike many other industries, collegiately educated individuals pursuing a career in retailing often find themselves involved in both buying and selling activities and/or interacting with those who do during their careers. As a result, policies enacted by a retailer which affects one of these two environments will likely affect the other. Perceptions of potentially ethically troublesome situations and practices in buying were found to be strongly related to perceptions of potentially ethically troublesome situations and practices in selling. The only exceptions concern socialization between retail salespeople and their peers and/or management, and whether vendors service small accounts. It appears that …