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 Olive Tree, Volume 21, Issue 2

The Olive Tree

The Fall 2013 Olive Tree features articles about library projects, collections, technological innovations, and events at Fogler Library, University of Maine.

Consumer Associative Network Analysis On Device And Service Convergance, Sang Man Han, Jang Hyuk Lee, Sun Young Park, Jo

Asia Marketing Journal

Our research brings managerial insights for developing new digital convergence of devices and services. To explain the phenomenon of device and service convergence, we combine two different approaches from separate research fields: a perceptual mapping technique generally used for segmentation in marketing and associative network analysis mobilized to understanding network structure of core and peripheral as well as the information mediating role of nodes in network science. By combining these two approaches, we provide an in-depth analysis of the associations among devices and services by assessing the centrality of device and service nodes in an associative network. This is done …

Thai Tourists` Souvenir Shopping Experience In Korea, Sirin Poraksa, Hye Jung Cheon

Asia Marketing Journal

Shopping is considered a ‘must-do’ activity for most people on travel. One of the major parts of tourist shopping is the purchasing of souvenirs. Souvenirs are universally associated with tourism as a commercially produced and purchased object to remind the purchaser of the experience. Recently, Korea becomes one of the most popular destinations that many Asian tourists like to visit. Among those Asian tourists, the number of Thai tourists bound for Korea shows an incredible rapid growth. Thai people pick Korea and Seoul as their favorite country and city to visit for three consecutive years since 2009. One of the …

The Role Of Processing Fluency In Product Innovativeness Judgment, Hye Jeung Cho

Asia Marketing Journal

The metacognitive experience of the ease or difficulty with which new, external information can be processed, referred to as ‘processing fluency,’ has been shown to influence a wide range of human judgments including truth judgments, familiarity judgments, risk perception, evaluation, and preference (see Alter and Oppenheimer 2009 for a review). The current research explores the possibility of a consumer`s product innovativeness judgment based on the difficulty of processing new information. In specific, this study examines if the inferential link between (dis)fluency-(un)familiarity can feed into the perception of innovativeness. This study also explores how a consumer`s processing motivation can moderate the …

Informative Role Of Marketing Activity In Financial Market, Kyung Oh Yun

Asia Marketing Journal

As advertising and promotions are categorized as operating expenses, managers tend to reduce marketing budget to improve their short term profitability. Gauging the value and accountability of marketing spending is therefore considered as a major research priority in marketing. To respond this call, recent studies have documented that financial market reacts positively to a firm`s marketing activity or marketing related outcomes such as brand equity and customer satisfaction. However, prior studies focus on the relation of marketing variable and financial market variables. This study suggests a channel about how marketing activity increases firm valuation. Specifically, we propose that a firm`s …

The Mediating Role Of Brand Recall And Brand Attitude In Influencing Purchase Intention In Advergames, Azaze Azizi Abdul Adis, Hyung Jun Kim

Asia Marketing Journal

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating …

Applying The Multiple Cue Probability Learning, So Won Ahn, Ju Young Kim, Young Won Ha

Asia Marketing Journal

In the present study, we apply the multiple cue probability learning (MCPL) paradigm to examine consumer learning from feedback in repeated trials. This paradigm is useful in investigating consumer learning, especially learning the relationships between the overall quality and attributes. With this paradigm, we can analyze what people learn from repeated trials by using the lens model, i.e., whether it is knowledge or consistency. In addition to introducing this paradigm, we aim to demonstrate that knowledge people gain from repeated trials with feedback is robust enough to weaken one of the most often examined contextual effects, the asymmetric dominance effect. …

Technology Licensing Agreements From An Organizational Learning Perspective, Jong Kuk Lee, Sang Young Song

Asia Marketing Journal

New product innovation is a process of embodying new knowledge in a product and technology licensing is getting popular as a means to innovations and introduction of new product to the market in today`s competitive global market environment. Incumbents often rely on technology licensing to access new product opportunities created by other firms. Prior research has examined various aspects of technology licensing agreements such as specific contract terms of licensing agreements, e.g., distribution of control rights, exclusivity of licensing agreements, cross-licensing, and the scope of licensing agreements. This study aims to provide answers to an important, but under-researched question: why …

Effects Of Product Number And Brand Breadth On The Evaluations Of An Extended Product, Min Sun Yeu, Hye Yeon Yuk, Bo Ha Kim, Yoo, Seong Wan Cho, Jun Sang Yeo, Chan Su Park

Asia Marketing Journal

This paper was motivated by two gaps in the extant literature on brand portfolio planning. First, research has shown that, as the number of products connected to a brand increases, the extended product receives more favorable evaluations. However, this result was obtained by comparing two brands with different number of products while controlling the brands` breadths. Hence one may question if the above result would hold when the brand is narrow as well as broad. Second, the literature has investigated the effect of brand breadth on the perceived fit and evaluations of an extended product within a relatively limited range …

Optimality Of Customer Relationship Management, Tae Ho Song, Ji Yoon Kim, Sang Yong Kim

Asia Marketing Journal

Managing customers based on customer equity (CE) has emerged as the most effective way of doing business because of its ability to foster profitable customer relationship management (CRM) through appropriate marketing activities. Most research studies provide conceptual and empirical evidence of the positive link between CE and firm performance. However, regarding this possibility, it has been suggested by some researchers that this link may not hold true for other firms with different firmographic factors, such as firm growth rate, size, and resources. As previous research emphasizes that marketing managers should implement a strategy based on their unique business environment, our …

Do Good Return Policies Work Across Cultures? Effect Of Lenient Return Policies On Online Shopper Perceptions In Eastern Culture, Su Jin Yang, Yun Jung Choi

Asia Marketing Journal

While good return policies are suggested as one of the critical services for e-commerce, ambivalence between the burden of the cost and shoppers` satisfaction may prevent e-tailers from increasing their level of leniency. Based on the S-O-R model, this study has attempted to develop a grounded theory to explain how lenient return policies shape online shoppers` perceptions and responses, with a focus on cultural influences in the relationship. In order to check the cultural effects of the lenient return policy, thirty two female and eleven male undergraduate students in South Korean shoppers, who are accustomed to strict return policies, participated …

Differences In Reactions To Sales Promotions, Chang Soo Kim, Myung Soo Jo

Asia Marketing Journal

This study examines whether product promotions are influenced by the market standing of promoted products, using social comparison theory (upward versus downward comparisons). It is hypothesized that people in possession of a product that is inferior to the one on promotion express less discomfort about the promotion and use the information more than do people in possession of a superior product. People in possession of an inferior product may also exhibit more positive attitudes toward the product on promotion, but may show poorer attitudes toward their own possessed product than do people with a superior product. This is because people …

From Thinking To Action, Dong Won Min, Hyun Mo Kang

Asia Marketing Journal

Recent developments in embodied cognition suggest that people process environmental information by using their bodily state and mental simulation. The focus of embodiment theory is that cognitive processing is based on the interaction among the body, the mind, and the world. Based on embodied theories of cognition, the authors predict that when the representation of marathon running is activated, bodily feedback such as tiredness and thirst will occur because mental simulation of marathon running contains sensorimotor representation of marathon running. As a result, it is predicted that participants primed with marathon runner will have more desire to have products that …