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Articles 1 - 15 of 15
Full-Text Articles in Business
Market Analysis And Strategy Formulation For Appalachian Cast Iron, Perry Kate Chumbley
Market Analysis And Strategy Formulation For Appalachian Cast Iron, Perry Kate Chumbley
Undergraduate Honors Theses
Marketing as a revenue generator for businesses seeks to entice consumers into making a final purchase. How this is achieved varies greatly depending on the size of firm, the goods or services being advertised, distribution channels, and other factors. This manuscript includes the creation of a marketing strategy for a small, online business, Appalachian Cast Iron, through the investigation of current literature, and analyses of the external and internal environments. The results provide strategies for areas in which the firm has opportunities to improve.
Social Media Marketing Strategies For Small Businesses: A Comprehensive Guide To Success And Growth, Isaac Deel
Social Media Marketing Strategies For Small Businesses: A Comprehensive Guide To Success And Growth, Isaac Deel
Undergraduate Honors Theses
Social Media Marketing Strategies for Small Businesses: A Comprehensive Guide to Success and Growth, explores the use of social media marketing strategies for small businesses.The purpose of this study is to identify specific strategies, techniques, and best practices for successful social media marketing. Social media has become a powerful marketing tool for businesses to promote their products and services. However, small businesses face unique challenges in the marketing landscape, including limited resources and low marketing budgets. Social media provides a low-cost, highly effective way for small businesses to reach new audiences and communicate with potential customers. With the right strategies, …
Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey
Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey
Electronic Theses and Dissertations
The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …
Beyond The Castle: An Analysis Of The Strategic Implications Of Disney+, Jordan Sturgill
Beyond The Castle: An Analysis Of The Strategic Implications Of Disney+, Jordan Sturgill
Undergraduate Honors Theses
The Walt Disney Company has been incomparably successful in a wide array of product and experience markets. In the fall of 2019, Disney will launch a new branded streaming service, Disney+. This research will examine and analyze, by means of SWOT and PEST analyses, the marketing strategy and managerial implications for Disney+ as well as the internal and external conditions facing the company that may affect, either directly or indirectly, the platform’s success.
Bigger Than Golf – Lpga Branding And The ‘Drive On’ Marketing Strategy, Kelly Price-Rhea
Bigger Than Golf – Lpga Branding And The ‘Drive On’ Marketing Strategy, Kelly Price-Rhea
ETSU Faculty Works
With the LPGA's 'Drive On' campaign, Dr. Kelly Price says "the brand of the LPGA is alive and well"... but it hasn't always been that way.
A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton
A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton
Undergraduate Honors Theses
This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed in the developmental stage. Audiences are extremely difficult to analyze when considering something as abstract and subjective as what makes a “good” film. Metaphor based marketing research methods (e.g. ZMET) offer a solution by examining the minds of consumers through language markers called metaphors. Using a metaphor based marketing technique early in a film’s development process may help to …
Segmentation Marketing: A Case Study On Performance Solutions Group, Llc., Jordan Brian
Segmentation Marketing: A Case Study On Performance Solutions Group, Llc., Jordan Brian
Undergraduate Honors Theses
The purpose of this research is to show how Performance Solutions Group, LLC can effectively use segmentation marketing both in their current market and in expansion. The goal is to find a solution and suggest changes that should be made to the marketing team at Performance Solutions Group. This research was completed by looking at how segmentation marketing is used in broad industries currently and investigating how Performance Solutions Group can use it in their company. This case study shows that segmentation marketing is an effective way for Performance Solutions Group to market its services.
Scentsational Marketing In Business: A Study Of Scent Atmospherics, Jordan Thomas
Scentsational Marketing In Business: A Study Of Scent Atmospherics, Jordan Thomas
Undergraduate Honors Theses
This research will evaluate a marketing tool called atmospherics. This tool, although very powerful in capturing a consumer’s interest through the use of memories and the overall aspect of buying, is sometimes forgotten when constructing a marketing plan. The thesis will evaluate the strengths and weaknesses when using this marketing tool and then apply those characteristics to a specific example of a bakery.
The Johnson City Community Health Center: A Qualitative Analysis Of The Center's Strengths, Weaknesses, Opportunities, And Threats In Johnson City, Tennessee, Enrique A. Cruz Enriquez
The Johnson City Community Health Center: A Qualitative Analysis Of The Center's Strengths, Weaknesses, Opportunities, And Threats In Johnson City, Tennessee, Enrique A. Cruz Enriquez
Undergraduate Honors Theses
The Johnson City Community Health Center is one of over 1200 community health centers serving over 22 million patients across the United States. Community health centers primarily serve patients with low income or without health insurance, but most serve all the members of their communities. These centers provide many services and treat health problems in a holistic manner in order to improve the health of their communities and also allow the members of those communities to progress. The Johnson City Community Health Center is compared to successful CHCs from across the nation to determine if it has characteristics to be …
A Survey Of Social Media: Perceived Effectiveness In Marketing Among Individual Nascar Tracks, Amanda E. Greene, Andy Dotterweich, Mauro Palmero, Don Good
A Survey Of Social Media: Perceived Effectiveness In Marketing Among Individual Nascar Tracks, Amanda E. Greene, Andy Dotterweich, Mauro Palmero, Don Good
ETSU Faculty Works
The purpose of this study was to examine the use of and attitudes toward social networking as a tool for use by NASCAR speedways and to gauge track perceptions on the effectiveness of social media as a marketing tool. Individual NASCAR tracks were surveyed (n=22, 84.6% response) to explore current track social media practices and the potential impact of social networking sites on NASCAR marketing and consumer relations. Results found that individual tracks as well as the two major ownership groups highly agreed about issues concerning the use of social media to increase sales and to develop fan bases. However, …
A Study Of Golfers In Tennessee, Kelly Price-Rhea
A Study Of Golfers In Tennessee, Kelly Price-Rhea
ETSU Faculty Works
The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a …
Embedding Innovation Process And Methodology In Engineering Technology And Business Management And Marketing Courses, W. Andrew Clark, J. Paul Sims, Craig A. Turner, Jon L. Smith
Embedding Innovation Process And Methodology In Engineering Technology And Business Management And Marketing Courses, W. Andrew Clark, J. Paul Sims, Craig A. Turner, Jon L. Smith
ETSU Faculty Works
For many business segments, true “out of the box” innovation occurs in entrepreneurial companies where the founders aren’t hindered with the research paradigms established by mainstream businesses. The founders of these companies, many times technologists and scientists, see the application of the technology long before potential customers develop an understanding of the capabilities that the new technology can bring to the marketplace. Many times these “new technology ideas” have been developed though modifying an existing dominant design (product or service) to meet an unforeseen market need or through the development of a new design that may become the new industry …
Factors Influencing Student-Athlete Choice Of Institution, Edward G. Howat
Factors Influencing Student-Athlete Choice Of Institution, Edward G. Howat
Electronic Theses and Dissertations
The purpose of this study was to determine the factors that influenced prospective student-athletes to attend East Tennessee State University. Using a qualitative research design, interviews were conducted with 36 freshman scholarship student-athletes. Participants represented student-athletes from each sport. A literature review covered the history of intercollegiate athletics, the history of recruiting student-athletes, the process of recruiting student-athletes, and the decline of public perception towards intercollegiate athletics. Results from the interviews were analyzed using inductive analysis. Patterns, themes, and categories of analysis emerged from the data. The data from the interviews were then unitized and categorized. The categorized units were …
Forecasted Characteristics Of The Grocery Industry In America: Factors To Enhance Viability In The Marketplace Of The Twenty-First Century, Terence F. O'Brien
Forecasted Characteristics Of The Grocery Industry In America: Factors To Enhance Viability In The Marketplace Of The Twenty-First Century, Terence F. O'Brien
Electronic Theses and Dissertations
The purpose of this study was to forecast what the competitive retail environment will resemble in the grocery industry in the year 2010, what measures a company must take to prepare to compete in the predicted environment, and what internal organizational structure will help to facilitate a company's competitive strategy in 2010. The study was conducted using the Delphi Technique. It is a forecasting mechanism designed to build consensus using an expert Delphi Committee. The committee consisted of 55 professionals representing many fields closely associated with the grocery industry: retailing, wholesaling, manufacturing, labor, academe, fresh meat and produce, labor, relations, …
Marketing Acceptance And Its Relationship To Selected Institutional Characteristics In Higher Education Institutions, Melanie G. Narkawicz
Marketing Acceptance And Its Relationship To Selected Institutional Characteristics In Higher Education Institutions, Melanie G. Narkawicz
Electronic Theses and Dissertations
This study examined the level of acceptance of marketing by colleges and universities in the United States. It was based upon the "Four Stage Model Reflecting the Acceptance of Marketing in Higher Education Institutions" developed by Simmons and Laczniak (1992). The primary purposes of this study were to validate the model and to identify the operational level of marketing acceptance at colleges and universities. Secondary purposes were to determine if the level of acceptance differed according to source of control/affiliation (public v. private), highest level of degree awarded (associate, baccalaureate, master's, doctors), regional location, urban location, and institutional size. Variables …