Business Commons^™

What Impact Does Cause-Related Marketing Have On Professional Sports Teams?, Christina Damore

Honors Theses

In today's competitive business climate, firms must find new and innovative ways to differentiate their brand from others in their field. American Express Credit Card Company discovered such a marketing tool in 1981 when they sponsored the Statue of Liberty Restoration Project by donating a predetermined percentage of their card sales. The purpose of the sponsorship was twofold: American Express wished to increase card usage as well as support a cause to gain an overall better corporate image. In the end, American Express experienced a 28% increase in card usage and was able to donate $1.7 million to the Statue …

Amazon.Com: Offering Everything From A To Z, Stephanie Lang, Logan Tinder, Jarett Zimmerman, Jeffrey S. Harrison

Robins Case Network

Amazon’s focus on customer service has led to an impressive record of growth and profitability. However, late in 2012, the company posted a quarterly loss. This asks whether the company may be sacrificing profits in the interest of growing rapidly. It also explores the incredibly competitive environment Amazon faces.

Impact Of The 2003 Illinois Gaming Tax Rate Increase On Marketing Spending And Cross-State Substitution, Mikael Bengt Ahlgren

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this research was to investigate three potential consequences related to the 2003 Illinois Gaming Tax rate restructuring. The first section presents the assessment of whether a higher tax rate motivated an Illinois casino operator to reduce of marketing/promotional expenditures in an attempt to negatively influence revenues. The second establishes if the surrounding state gaming operators reacted to the increased Gaming Tax rate in Illinois, by raising their marketing spending. The last section clarifies whether the changes to the Illinois Gaming Tax Schedule impacted gaming volumes in the neighboring/competing states of Indiana, Iowa, and Missouri.

The analysis relied …

Reflections On The Market-Oriented Theory In The Behaviour Of Real Organization, Michal Felcman

Atlantic Marketing Journal

This paper presents market-oriented marketing concept which is reflected in the case study describing the behaviour of existing organization. An initial theoretical section of the paper introduces the reader to the market-oriented theory throughout the literature review, which provides different scholastic approaches to this theory. The practical section focuses on the qualitative assessment of the real organization and its behaviour. It starts with the description of the organization itself and it is subsequently expanded into the assessment of the organization´s behaviour in the light of the market-oriented theory. The goal of this assessment is to present benefits and challenges which …

Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

Social Media Helps Small Businesses, Nicholas J. Oxborrow

UNLV Theses, Dissertations, Professional Papers, and Capstones

Beemer and Shook (2009) explain that developing customers one at a time is the only way. There are no short cuts to this. Traditionally, a small business would develop their relationships by going from door-to-door to raise awareness and grow their brand. How fast they achieved this depended on the budget and time available to their business. Traditionally, large businesses had the power of reaching their markets through huge advertising budget, which small companies could not match.

In today’s business environment, social media has become a new marketing tool that is available to all businesses, that instantly develops relationships with …

How Did Nike Get The Swoosh Into Skateboarding? A Study Of Authenticity And Nike Sb, Brandon Gomez

Media Studies - Theses

Skateboarding is widely regarded as a subculture that is highly resistant to any type of integration or co-option from large, mainstream companies. In 2002 Nike entered the skateboarding market with its Nike SB line of shoes, and since 2004 has experienced tremendous success within the skateboarding culture. During its early years Nike experienced a great deal of backlash from the skateboarding community, but has recently gained wider acceptance as a legitimate company within this culture. The purpose of this study is to examine the specific aspects of authenticity Nike was able achieve in order to successfully integrate into skateboarding. In …

The Effect Of Choice And Degree Of Participation On Customer Value And Performance Outcomes, Nicholas Jason Flores

Theses and Dissertations - UTB/UTPA

The importance of understanding customer value and the process of enabling the co-creation of value has advanced to the point of being considered vital for marketing and organizational success. Presently, a gap in the literature exists that pertains to understanding how the design and management of mechanisms that enable co-creation processes affect co-produced customer value and, consequently, performance outcomes. By investigating how two specific elements of customer participation enabling platforms, choice and degree of participation, impact customer value and performance outcomes in an online context, this study helps address the extant research gap. Specifically, this study examines how choice and …

Pyramids To Players Clubs: The Battle For Competitive Advantage In Las Vegas, Oliver Lovat

Occasional Papers

The evolution of the Las Vegas casinos from owner operator to the institutionally financed and corporately managed casino-resort has been the predominant feature of the evolution of the US Gaming market in the past 30 years. This paper examines the strategic frameworks used by Las Vegas casino resorts and identifies the drivers for competitive advantage moving forward.

Advertising Preferences Among College Students, Bianca A. Vasvani

Psychology and Child Development

The purpose of this study was to examine if there is a difference in advertising preferences among college students. Three different types of advertisements were presented for five different products for the participants to review in this study. These three types of advertisements were sex, computer generated imagery and sustainability. The five different products were Orbit Gum, Pepsi, Absolut Vodka, Nike and Aveeno. The participants were asked to rate which one of the three advertisements was most compelling. The variables of gender, ethnicity and year in college were examined. The study also wanted to find out which advertisement overall was …

From The Last Frontier To The New Cosmopolitan A History Of Casino Public Relations In Las Vegas, Jessalynn Strauss

Occasional Papers

This research chronicles the history of public relations by the gaming industry in Las Vegas. Reflecting larger trends in the field, public relations efforts by the casinos and hotels in this popular tourist destination have used a variety of communication tactics over time to promote themselves to potential Las Vegas tourists. Based on archival materials from over 30 casinos and gaming corporations, this paper identifies four ways in which public relations is practiced in the gaming industry and four macro-level trends in the evolution of casino public relations in Las Vegas.

American Airlines: Bankrupt, Like Every Other Legacy Airline, Jeffrey S. Harrison, Siri Kalburgi, Colleen Koch Reed

Robins Case Network

American held out to the end, being the last of the large legacy carriers to file for Chapter 11 protection. This case reviews the history of American from its inception through its filing. Current strategies and industry trends are also examined.

Lockheed Martin: Dealing With Dependence On A Single Customer, Timothy Kyle Benusa, Sam Gottwald, Jeffrey S. Harrison, John Reed

Robins Case Network

Lockheed Martin is a giant in the aerospace and defense industry, and obtains more than four fifths of its revenues from governments for national defense. Budget deficits have caused the United States and other governments to carefully evaluate the amount they allocate to defense, and sharp cuts are anticipated. What can Lockheed Martin do to deal with reductions in demand from its most important customer?

Sustainability In Clothing Supply Chains: Implications For Marketing, Sudhindra Seshadri

Research Collection Lee Kong Chian School Of Business

Recommendations for sustainability strategies for business have predominantly taken an individual firm level perspective. Yet, sustainability efforts are by essence collaborative and span firm level boundaries. Multiple stakeholders espousing often divergent goals need to work together over long periods on sustainability collaborations. Well recognized externalities in the firm’s economic existence need to be addressed by multiple stakeholder skill sets and are fraught with high risks and uncertainties. These are conditions ripe for syndication, as financial and corporate syndicates have demonstrated.The rules of syndication cover the structure of membership, setting of goals and objectives, governance, incentives and sharing of rewards and …

Package Design Vs. Customer Reviews: A Comparative Study On Influences In Fragrance Buying Decisions, Sarah Willis

Graphic Communication

The purpose of this study was to determine the effect of customer reviews, compared to package design, on the fragrance buying decisions of women aged eighteen to twenty-five. The researcher conducted two surveys: the first asked thirty-five random women to choose between two equally priced, but differently designed, perfumes (Perfume X and Perfume Z). This first group’s preference was Perfume X, with 57.14% of participants choosing this product. The second survey asked a different group of thirty-five random women to choose between the same two perfumes, but with the addition of unequally favorable customer reviews. Group 2 participants preferred the …

Using Social Media To Increase Consumer Loyalty To A Brand, Lindsey Julian

Journalism

The following study investigates how to use social media to increase consumer loyalty to a brand. With the increasing trend in the utilization of social media practices in the fields of public relations and marketing, it is becoming significantly important to understand how to effectively reach and communicate with consumers through this medium. Sashi states (2012) "the interactive nature of social media (its ability to establish conversations among individuals, firms in communities of sellers and customers, and involve customers in content generation and value creation) has excited practitioners with its potential to better serve customers and satisfy their needs" (p. …

Being Critical In Marketing Studies: The Imperative Of Macro Perspectives, Nikhilesh Dholakia

College of Business Faculty Publications

In this article, I argue that an elevated macro-level perspective is imperative for conducting critical studies in the fields of marketing and consumer research. There are epistemic barriers to operating in this manner, and I offer several suggestions for overcoming these barriers. Finally, I review the research spaces for critical studies of marketing in various global settings and conclude that United Kingdom and Nordic Europe have the best epistemic climate, and this region needs to take leadership in promoting greater range of macro and critical studies of marketing in the rest of the world.

Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss

Honors Projects in Marketing

Facebook provides an avenue for companies to connect with consumers in new ways. Since so many tools for communication are available on the site, it can be difficult for a company to focus its marketing efforts. This study examines how consumers respond to Facebook Advertisements and company pages on Facebook in order to determine where companies should allocate their resources on the social networking site. Specifically, it explores consumer click-through rates on Facebook Ads, as well as consumer perception of various Facebook promotional tools. The methodology includes traditional research in the form of a literature review, as well as focus …

The Evolution Of The “Southwest Effect”, Daniel Webb

Honors Projects in Finance

The “Southwest effect” - a large decrease in fares paired with an increase in traffic - has been discussed around the airline industry since the term was first coined in a government study in the early 1990s. But the airline industry has drastically changed since then - Southwest has become the largest domestic airline, and many of its competitors have had the chance to restructure through bankruptcy.

This study examines some of Southwest's latest city additions, as well as a few of the airline’s intra-California routes where it is now a dominant player. Using publically-available government data, the change in …

Generation Y And Sustainability, Shelby L. Talbott

Chancellor’s Honors Program Projects

No abstract provided.

Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz

UNLV Theses, Dissertations, Professional Papers, and Capstones

The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …

Behavioral Lab For Conducting Experiments In Marketing And Psychology, Vishal Lala, Richard Velayo, Stephen Salbod, Weihua Niu

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

Creating Value In Education Marketing, James R. Seligman

James Seligman

Purpose of this paper is to systematically review and explore the nature of marketing in education (HE) and consider the creation of value through the co-creation process. The objectives of the review were to: collect, document, scrutinise and critically analyse the current research literature on value elements in marketing and how co-creation between the sender (school) and receiver (student) co-create; to establish the scope of education marketing; to identify gaps in the research literature, and make recommendations for further research in this field. The approach for this study entailed extensive searches of relevant business management and education databases on value …

Twitter: Businesses Increasing Their Revenues 140 Characters At A Time, Adekemi O. Oyalabu

Honors Projects in Communication

With the consumer market becoming more competitive by the day, businesses must find innovative yet cost effective means of reaching their target markets and steadily increasing their revenues. While businesses compete with one another to remain the best, they must have a strategic market plan that differentiates their products and/or services from their competitors. In an effort to do this, many businesses have begun using social networking sites such as Facebook, MySpace, and LinkedIn as a means of reaching their target markets. Such sites have opened businesses to a new level of advertising where they reach consumers faster, have the …

Higher Education Marketing To The Hispanic Student Population, Kimberly Greenwood

Honors Theses and Capstones

The Hispanic population in the United States is growing at an unprecedented rate. The U.S. Census Bureau projects the Hispanic population to make up nearly 25% of the entire United States population by the year 2050. This population growth points at a large market for products and services in the U.S., including higher education. This thesis discussion will address characteristics of the Hispanic population in the United States of America, explore the importance of a diverse student population including Hispanic students on a college or university campus, evaluate the competitiveness University of New Hampshire’s current situation with regard to Hispanic …

Event Marketing In Bellingham, Lauren Hager

WWU Honors College Senior Projects

In the summer of 2011, I was an event planning and communications intern at the Port of Bellingham. The Port of Bellingham put on several events throughout the summer and the one that will be the focus for this project is the Bellwether Jazz Festival. 1 was able to use this work opportunity to design my honors program final project. I helped plan the first annual Bellwether Jazz Festival, and since it was new event, I wanted to find out how the people in attendance heard about the event. The purpose of the survey was to discover what the best …

Developing A Marketing Plan For Hertz China, Isabel Tan Ai Wei

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional-paper is to develop a marketing plan for Hertz China. Hertz China is a car rental company which focused on business to business and business to customer market and only short-term rentals, of less than one year's duration. This marketing plan will thus exclude long-term or leasing arrangements and considers only cars, and excludes commercial vehicles such as vans and trucks. The marketing plan will focus on analyzing the potential consumers, product mix, price, and local competitors for such a business.

Redesigned Wine Labels And Consumer Preferences, Alison (Ali) Maddox

Agribusiness

When purchasing a bottle of wine, the first impression the consumer gets is from the wine label. In today’s competitive market, it is important that wineries understand consumer preferences and purchasing decisions when evaluating a wine bottle. This study was undertaken to determine the relationship between redesigned wine labels and consumer preferences. A survey was distributed to residents of San Luis Obispo and 194 people responded. It was found that consumers preferred the original label to the redesigned label. Respondents listed quality, good value, and varietal and the most important wine feature and unique, eye-catching, and colorful as the most …

Modern Political Marketing: An Analysis Of Tactics, And The Changing Role Of The Media, Jill Donovan

Journalism

Political marketing is evolving. Campaigns now rely on political marketing for success in elections, without the marketing tactics they employ; their messaging would not be distributed to the voting public. In many of the political marketing models and theories, however, there is a massive omission; the role of traditional media as an overwhelmingly influential factor over the voting public, which can misconstrue and negatively impact the message of the candidate. This study analyses classical marketing tactics a political marketer uses, and examines the changing environment of traditional media with the rise of social networking.