Business Commons^™

Integrated Internet Marketing Communications For The Global Market: An Empirical Examination, Philip Jean Boutin Jr.

Doctoral Dissertations

Strategy formulation, strategy implementation, and performance of Internet (online) marketing communications (IOMC) by companies when they attempt to target, reach, and communicate with the global market (i.e., both domestic and foreign markets) in order to promote and sell products to the members of that market was the broad phenomenon examined. The specific focus was on the use of a globally integrated marketing communications (GIMC) approach with IOMC and the creation of the global Internet integrated marketing communications (GI-IMC) concept.

Relevant theories and theoretical models were identified and leveraged to serve as the theoretical foundation for the general theoretical framework, the …

Foreign Market Entry Strategies Of Japanese Mncs, Charles R. Taylor, Shaoming Zou, Gregory E. Osland

Gregory E. Osland

While much prior research has focused on Japanese multi‐national corporations’ (MNCs) marketing strategies, little is known about the factors that influence Japanese MNCs’ foreign market entry mode choice. In this study, a survey of Japanese MNCs is conducted in order to assess the factors that are the most influential in the foreign market entry decisions of Japanese MNCs. Using bargaining power theory, eight factors are identified in the study. The findings indicate that five of the eight factors (stake of the host country, need for local contribution, riskiness of the host country, resource commitment, and host government restrictions) are significant …

Cutting The Cord: An Examination Of Changing Tv Viewership, John Crawford

Atlantic Marketing Association Proceedings

On October 2, 1925, John Baird successfully transmitted the first television image. Since the early days of the new medium, television technology has constantly changed. Similarly, as the decades have passed the means for receiving television programming has also changed. Today, programs are delivered to millions of customers via cable connections and by satellite transmissions as those technologies were chosen by consumers to replace antennas as a means for receiving signals. The newer delivery mechanisms also provided many more channels to consumers compared to the handful of channels they could access in the antenna-only days.

The television programming delivery industry …

Market Oriented Organizations And Talent Workers: Composition Of The Workforce And Its Influence On Market Orientation, Dawn Mueller, Pradeep Gopalakrishna

Atlantic Marketing Association Proceedings

Many organizations employ marketing initiatives to “assist” in launching new efforts to both internal and external audiences and weave marketing throughout as part of being “market oriented.” The primary motivation behind a market orientation is improvement of market performance, according to the literature (Narver and Slater, 1990; Kohli and Jaworski 1990).

There is literature on workforce composition and different types of workers and this includes concepts of talent workers and knowledge workers (Chowdhury 2003) and HEROes (Bernoff and Schadler 2010) but there is little to nothing on the type of workers employed by highly market-oriented organizations. …

Empirical Study Utilizing Qfd To Develop An International Marketing Strategy, Cassandra C. Elrod, Sarah M. Stanley, Elizabeth A. Cudney, Caroline Fisher

Business and Information Technology Faculty Research & Creative Works

Customer expectations can be extremely nebulous. This research identifies the demographic segmentations and their respective expectations for the spa market. Interviews were conducted and a subsequent questionnaire was employed to gather the voice of the customer and assess the expectations of spa clientele. All of the data was collected from luxury spas in Hawaii, and consisted of respondents from all over the world. Results of the survey suggest that while men want more tangible benefits of a spa, women prefer the experiential qualities of peace and rejuvenation. Additionally, those of lower to middle income focus on the atmosphere more than …

Marketing Mix And Brand Sales In Global Markets: Examining The Contingent Role Of Country-Market Characteristics, S. Cem Bahadir, Sundar G. Bharadwaj, Rajendra K. Srivastava

Research Collection Lee Kong Chian School Of Business

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and brand sales. We provide evidence, from a hierarchical linear model and a panel data set of brands from 14 emerging and developed markets that account for 62% of the global GDP, that country-market characteristics moderate the relationship between the complete set of marketing mix elements and brand sales performance asymmetrically. …

Developing A Model To Identify Favorable Export Markets, Josh Nichol-Caddy

White Papers

Market research can help small business owners determine where to dedicate time and resources to expand their sales into foreign countries. NBDC uses a four-step process for surveying global demand.

Brand Planning—It's More Than Jingles, Chuck Beck

White Papers

A strong brand is important selling to consumers and building customer loyalty. This is just as true when you are seeking business in the government marketplace. A brand plan gives your company the right kind of visibility to attract contracting agents.

Destination Marketing Organizations’ Stakeholders And Best Practices, Bonifacio Lopez Torres, Godwin-Charles Ogbeide

Discovery, The Student Journal of Dale Bumpers College of Agricultural, Food and Life Sciences

As marketing practices continue to advance, the tourism industry is constantly evolving in terms of marketing strategies and in the shifting duties of its stakeholders. Different organizations plan the advancement of their marketing strategies differently, and Destination Marketing Organizations (DMOs) are no exception. With so many destination options, travelers may find themselves with too many destinations and too much information to easily make the decision on their own. The main role of the DMOs is to sell the destination using different marketing strategies and various incentives to make their destination more appealing, and by working with all of their stakeholders …