Business Commons^™

Examining The Need For Customized Satisfaction Survey Instruments Measuring Brand Loyalty For Higher Educational Institutions, Kendrick W. Brunson

Kendrick W. Brunson

The success or failure of service-based organizations is determined in large part by consumers’ perceived value of those services. Value can be measured in terms of consumers’ perceived performance quality in comparison with the cost to consumers of purchasing the service. The ideal goal of service marketing organizations is to obtain and maintain a loyal base of delighted customers. Loyalty can be measured in terms of customer satisfaction, retention levels, and perception of service quality. In the higher education industry, private institutions compete for student enrollment with state-funded institutions on factors other than cost value. Standard quality and satisfaction survey …

A Strategic Analysis Of Foot Locker, Inc., Richard A. Sweeney

Senior Honors Theses

During the past couple of years, Foot Locker, Inc. has underperformed the public’s expectations. This has been evidenced by the rapid slide of its share price. The current economical situation has further weighted down on the company’s ability to provide shareholder value. This paper will describe the problems associated with Foot Locker, Inc.’s underperformance in the marketplace. These problems must be remedied if the company is to earn an attractive rate of return for its investors. Using secondary research, these problem areas will be identified by analyzing the current internal and external situation surrounding Foot Locker, Inc., determining the intensity …

A Descriptive Study Of The Marketing Mix Strategies Utilized By North American Christian Schools, David D. Horner

Doctoral Dissertations and Projects

Educators often misunderstand marketing. Frequently it is viewed as simply advertising or selling. Marketing is far more encompassing. A closer look at the components of marketing reveals an involvement in virtually all aspects of private school operations. Other than miracles or providential guidance, a solid business plan, based on the “marketing mix,” might contribute most to the overall growth and customer satisfaction within a Christian school. This dissertation is a qualitative study designed to research the marketing mix strategies of private, Christian schools throughout America and Canada. This research effort was designed to collect both descriptive and historical data. A …

Teenage Consumerism: The Rationale And Results Of Media Marketing, Kristi Wollbrink

Senior Honors Theses

Media marketing is growing in proportion with the advance of many forms of technology and the increase of advertising. Magazines, television, the internet and other media sources have become strong sources of information in a teenager's life. Finding it profitable, companies effectively target adolescents because of four common characteristics: their mass consumption of media, their spending habits, their trendsetting ability, and the vulnerability associated with youth. The effects that marketing institutes during adolescence include an increase in materialism as well as a commitment to brand loyalty. Although parents and peers lay the groundwork for the values that teenagers hold, media …

Volume 1, Liberty University

Liberty Business Review

No abstract provided.

Trends In Gospel Music Publishing: 1940 To 1960, Vernon M. Whaley

Faculty Dissertations

The purpose of this study was to compile a historical survey of gospel music publishing from 1940 to 1960. Elements for investigation included the stated objectives, decisions, and marketing strategies employed by gospel music publishers to expand their markets from 1940 to 1960 and factors contributing to the growth in the gospel music publishing industry from 1940 to 1960.

The information for the study was collected through oral history methodology consisting of interviews with seven leaders in the industry including: Billy Ray Hearn, Chuck Fromm, Ralph Carmichael, John W. Peterson, Robert R. MacKenzie, Jessy Dixon, and Bill Gaither. Personal interviews …