Business Commons^™

Operating A Very Large-Section, Hybrid Principles Of Marketing Class At A Public University: Lessons Learned Over Ten Years, Bruce Robertson, Kevin Kelly

Atlantic Marketing Journal

This case study describes the development and operation of a very large-section, hybrid Principles of Marketing Class. The authors describe the original structure of the class, major adaptations and decisions related to its development over time, and discuss four lessons learned through this process: (1) The non-traditional format needs a lot of explaining, (2) This will always be an experimental class, (3) Plan in advance and have contingency plans, (4) It is easier to share the work than it is to share the budget. They conclude by suggesting Principles of Marketing is a logical entry point for innovative technology.

Exploring Consumer Behavior Using Student Constructed Photographic Essays And Film Projects, Seth Ellis

Atlantic Marketing Journal

Millennials can be characterized by a preference for classroom discussion rather than lecture, working in small collaborative groups, and a desire for structure and steady feedback. This paper describes an undergraduate course, Visual Methods for Exploring Consumer Behavior, where students examine topics in consumer behavior by constructing photographic essays and films as primary research vehicles. We discuss how the course is operationalized, how to encourage and support students in their endeavors, and how to avoid some of the pitfalls we have encountered.

A Hybrid Course Designed To Increase Managerial Export Motivation And Export Engagement, John Andy Wood, Cyril Logar, William Riley

Atlantic Marketing Journal

The paper reviews and explains a new course format at West Virginia University. The content of this course focuses on initiating exporting by companies located in the home state of the university. The attendees include university students and representatives of companies that are interested in starting to export. The content of the course and the participation by company representatives created the need for an atypical delivery of Friday evenings and all day Saturday meeting at two to four week intervals between class sessions. Practical exporting experience is shared by experts from the Department of Commerce, the Export Council, and representative …

Engaging Students Through A Virtual Live Case, John M. Zych

Atlantic Marketing Journal

Students are motivated to engage in their education when they understand how mastery of course content will translate to practical skills needed in the job market. In marketing education, live cases often are used to help students make a clear connection between course content and its application to real-world business problems. There are times, however, when a live case is not feasible or available. For these circumstances, the author has developed an innovative approach which approximates a live case. The approach combines components of a live case with historical analysis to have students perform an in-depth market strategy analysis of …

The Collaborative Classroom: New Technology Brings New Paradigm, Ben Clapp, James Swenson

Atlantic Marketing Journal

Today, technology is the agent of change that is revolutionizing education. The collaborative classroom, where teachers and students openly gather and share information to empower one another for the purpose of learning, is quickly replacing the existing reality of the traditional classroom where teachers lecture and provide their expertise.

Collaboration is a tool used in classrooms not only to engage students but also to bring them together and teach them how to work together. Peer review is an important collaborative technique that allows students to share their work and ideas for the purposes of improvement and shared learning. With the …

Quality Of Student Effort: Improving Through Achievement Mastery And Psychological Needs, Michael W. Pass

Atlantic Marketing Journal

Instructors shaping the classroom experience with a variety of innovative teaching methods may improve the quality of student effort. This study facilitates effective innovation by developing and testing a model that shows how the quality of student effort is influenced by an achievement mastery goal orientation in tandem with the student’s fulfillment of three psychological needs. Findings reveal the influence of these factors, thus highlighting their importance and suggesting that instructors give attention to each one of them when deciding to take steps to increase student effort. Achievement Goal Theory and Self-Determination Theory are drawn upon to advance hypotheses that …

Using Technology To Teach Pricing Concepts, Kathy Winsted, Judy Graham

Atlantic Marketing Journal

This paper identifies a useful technology tool that aids in the teaching of pricing strategies and allows students to experience the interactive effects of decisions involving pricing, production levels, and promotional spend. This innovative technology tool can be easily implemented either online or in the classroom. Concepts related to pricing strategy do not typically evoke enthusiasm from students, and in many cases, both students and professors would welcome an engaging, innovative way to teach the key concepts of pricing strategy. In the past, attempts to convey pricing concepts through experiential learning have involved large-scale simulations that extend throughout the length …

Laptop Technology In Classrooms: How Student Perceptions Shape Learning And Satisfaction, P. Raj Devasagayam, Nicholas R. Stark, Ryan Watroba

Atlantic Marketing Journal

This study is based on perceptions of students regarding the integration of laptops in classroom endeavors. Empirical findings are based on data collected from a sample of 392 students in undergraduate and graduate universities in twelve states of the USA. Three key findings related to the integration of laptop technology into classrooms of higher education are reported. First relates to student perceptions and feelings surrounding laptop use in the classroom. Secondly, we report how these perceptions vary depending on personal characteristics of students. Lastly, we examine the role these perceptions play in student learning, as well as student satisfaction. Traditionally, …

Transforming Marketing Education Of The Future: The Role Of Intelligent Agent Technologies (Iats) In Enhancing Student Learning, Ashutosh Dixit, Mayukh Dass, Glenna C. Pendleton, William J. Lundstrom

Atlantic Marketing Journal

This conceptual paper introduces IATs and discusses how such intelligent and interactive applications can translate into better education environment for marketing curriculum, particularly marketing research. We present a conceptual model based on extant literature. We present some initial test of our conceptual model of IAT usage in marketing education in a marketing research class.

Introduction To The Special Issue, Deborah Lester, Tyra M. Burton

Atlantic Marketing Journal

Introduction to the Special Issue, Innovative Teaching.

Competitive Intelligence And Forecasting Systems: Strategic Marketing Planning Tool For Sme's, Conway Lackman, John M. Lanasa

Atlantic Marketing Journal

One of the drivers of both strategic planning and success in the marketplace is the role of competitive intelligence systems (CIS). CIS activity and its value to consumer/competitive intelligence are well established. In a survey of a broad cross section of firms, it was found that two thirds of the companies indicated a dramatic increase in level of activity and nearly three fifths (54%) said the impact of marketing intelligence systems (MI) contribute heavily to tactical and strategic decision making (Lackman, Lanasa, and Saban, 2000). Small and medium enterprises (SME’s) traditionally have neglected CIS partly because of the cost and …

An Experiment In Testing Advertising Levels By Measuring Natural Test Market Variation, Michael Latta

Atlantic Marketing Journal

A field experiment utilizing a new experimental approach to measuring advertising exposure which provides a range of levels of exposure was conducted in eight main test market and eight fringe cities for a global Fortune 500 company consumer durable product. The results showed: a) targeted rating points of advertising delivered are strongly related to advertising effectiveness, and b) this effect is attributable to advertising level and to whether the members of the target audience live close to or far from the broadcast source.

Revisiting Stereotype Research And Its Marketing Implications, Amy H. Handlin

Atlantic Marketing Journal

This paper revisits a vintage body of literature that holds clues to understanding the contemporary problem of change-resistant, stereotype-driven brand or product images. In particular, this stream of research helps illuminate (1) how information is used to create, reinforce, or weaken the perceptual device known as a stereotype, and (2) what situation-specific circumstances (e.g. the nature of the processing task) may influence the impact of this information. The author reviews major findings from the past thirty years, identifying key implications and offering hypotheses for testing dimensions of stereotype activation and alteration.

Shopping Context And The Impulsive And Compulsive Buyer, Richard L. Flight, Jarrod Scherle

Atlantic Marketing Journal

Impulsive and compulsive buying are behaviors with unique antecedents and consequences. Each has been studied at length but not in the duel context of offline and online retail environments. This current research examines the interaction of shopping context (online or offline) in relation to impulsive and compulsive buying behaviors. We find evidence that compulsive buying tendency is positively associated with online shopping, while impulse buying tendency is positively associated with offline shopping. The implications of this research suggest that purchasing as a result of compulsive and impulsive buying tendencies vary as a result of the shopping context which includes physical …

Kasky V. Nike: Lurking First Amendment Time Bomb For Marketers?, Michael J. Landry

Atlantic Marketing Journal

While attention has focused on the U. S. Supreme Court protecting corporate political speech, the Court has left untouched a California Supreme Court ruling of significance to marketers in their efforts to use advertising and public relations to offset what they view as unfair criticism. The case, Kasky v. Nike, stems from 1995 accusations that athletic footwear and apparel manufacturer Nike exploited and abused employees in Asian sweatshops. Through advertising and public relations efforts, Nike denied the claims. In 1998, Californian Mark Kasky sued, claiming Nike’s denials violated laws regarding unfair competition and false advertising and, because the denials were …

The Impact Of Message Sequencing In The New Product Introduction Process: Boosting Message Retention And Its Impact On Product Attitude, Bobi Ivanov, Kimberly A. Parker, Jeanetta D. Sims, Chan Yun Yoo

Atlantic Marketing Journal

This study focused on providing a more nuanced understanding of the message retention-attitude (cognition-affect) relationship in new product introductions. Using advertising and publicity as independent and combined promotional tools, this study aims to determine an effective approach to strengthen the retention-attitude relationship as well as the level of new product information retention and, through it, the attitude toward the product. To that end, a two-phase experiment was conducted involving 423 participants. The results revealed that publicity, compared to advertising, in general, was a more effective strategy in boosting retention and that the publicity-publicity sequence strategy was the most effective in …

Preventive Health Care Information Delivery Systems: Is Social Media Relevant?, Joseph D. Cangelosi Dr., Edward Ranelli, David Kim

Atlantic Marketing Journal

Preventive Health Care (PHC) is the awareness and efforts a person undertakes to enhance and preserve physical, mental, and emotional health for today and the future. This research examines the importance of online delivery systems as sources of PHC information. It examines how health care consumers respond to various online PHC delivery systems, with a special emphasis on social media (SM). Specifically different demographic groups are compared to determine the importance each group places on various online delivery systems. The results of a survey showed the 35-44 year old group placing the greatest importance of retrieving PHC information online. Older …

The Influence Of Social Networking Sites On Buying Behaviors Of Millennials, Sharon S. Pate, Melinda Adams

Atlantic Marketing Journal

Social media sites have become an important part of many individuals’ lives. According to the Pew Research Center (2010), Millennials, also known as Gen Y, are living their lives on the internet where 75% of them have a profile on a social networking site. When compared with only 50% of Gen Xers and 30% of Boomers, this gives them the distinct identity that they are more technologically advanced.

Brand Evaluations Across Age Cohorts And Ethnic Groups: Convergence In The Youth Segment?, Michael P. Levens

Atlantic Marketing Journal

Research indicates a general consensus that ethnicity does influence consumption behavior, consumer experience, marketing response and media selection. It is, however, unclear as to the extent of that influence and the nature of the difference from segmenting consumers on some other criteria such as needs. Businesses have approached ethnic marketing in different ways ranging from a targeted effort at distinct ethnic markets to a more multi-cultural theme that is shared across many different groups. Today’s youth are often considered to view the world from a diverse perspective such that youth and diversity are often considered synonymous. An assessment of brand …

Online Product Search And Purchase Behavior Of Generation Y, Dawn B. Valentine, Thomas L. Powers

Atlantic Marketing Journal

The purpose of this paper is to determine whether gender differences exist in online product search and purchase behaviors. A survey of 116 undergraduate college students with questions regarding the types of products researched and purchased over the Internet, the type of information they looked for when researching the products, reasons for not purchasing products online, and reasons for returning products purchased over the Internet. While both male and female college students use the Internet to research and purchase products, the findings indicate that they differ significantly in the types of products they research and purchase online, the kinds of …

The Strategic Importance Of Customer Value, Donovan A. Mcfarlane

Atlantic Marketing Journal

This paper examines the importance of customer value as a strategic approach to doing business in the 21^st century hypercompetitive marketplace and marketspace. The author examines the customer value theory of Professor Art Weinstein as a valid and plausible conceptual framework for strategically positioning an organization through market orientation to design and deliver superior customer value as a competitive advantage. Citing examples of new economy companies that have effectively propelled themselves to the forefront of the competition through the delivery of superior customer value, the author argues that customers are not simply just consumers or buyers of goods and …

"Do You Know Me?" The 'Doodling' Of Iconic Mink, Milk, Booze, And Fruit Campaigns, Linda A. Ferguson

Atlantic Marketing Journal

Anyone who has paid attention to advertising for the past several decades is familiar with five iconic campaigns: Blackglama mink “What becomes a legend most?”; American Express “Do you know me?”; Absolut vodka “Bottle”; Fluid Milk Processor Board “Got Milk?”; and Apple computer “Think Different.” These smart, successful, and long-running campaigns share an important characteristic: they rely on the audience to have a certain level of cultural literacy in order to interpret them. However, an advertiser in today’s digital world can no longer take cultural literacy for granted. Yesterday’s common experiences in all facets of life are being replaced by …

Non-Verbal Customer-To-Customer Interaction In Retail Setting: An Investigation Of Indirect Effects Of Perceived Customer Similarity On Important Marketing Outcomes, Nusser Raajpoot, Anita Jackson, Jean Lefebvre

Atlantic Marketing Journal

Abstract

The purpose of this paper is to empirically examine the causal effects of similarity among customers in retail mall settings on four outcome variables: intent to stay, satisfaction, word-of-mouth generation and repurchase intention. Using structural equation modeling, we tested both direct and mediated effects. Results indicate significant direct influence in the direct model and significant indirect influence in the mediated model. The study suggests that similarity with other customers has a significant influence on outcome variables. Therefore, mall managers should measure and monitor consumers’ perceptions of similarity and enhance these similarities whenever appropriate and feasible. To our knowledge, this …

Revisiting Cognitive Dissonance Theory:Pre-Decisional Influences And The Relationship To The Consumer Decision-Making Model, Paul J. Costanzo Dr.

Atlantic Marketing Journal

This paper examines pre-decisional dissonance as a motivating factor in consumer decisional-making. A review of the marketing literature found the majority of research studies were limited to post-decisional influences. Several studies including measures of pre-decisional activity linked the construct to post-decision situations. The author provides evidence regarding the popularity and resurgence of research on cognitive dissonance theory and asserts that researchers in the field of consumer behavior may gain a better understanding of consumer decision-making when studying pre-decisional consonance and dissonance as separate entities and independent of post-decisions.

An Exploratory Investigation Into The Budget Allocation Of Mexican Male Sojourners In The U.S., Willie Nichols, Marko Grünhagen

Atlantic Marketing Journal

Mexican male sojourners make up a large, distinct consumer segment that has been present in the United States for decades, but have not been extensively studied from a business perspective with respect to their budget allocation decisions. The result is that this consumer segment may have been underserved due a lack of understanding and research. This paper examines the budget allocation process of these sojourners, exploring their patterns of sending remittances and the extent of their expenditures, providing grounds for future studies focusing on how to better serve this segment.