Business Commons^™

Developing A Pricing Strategy For The Los Angeles Dodgers, Denise Linda Parris, Joris Drayer, Stephen L. Shapiro

Human Movement Studies & Special Education Faculty Publications

In 2011, the Los Angeles Dodgers Stadium averaged 36,236 fans per game, dropping from 43,979 in 2010 and 46,440 in 2009, an overall loss of about 10,000 fans per game in just two years. In 2011, The Dodgers' attendance ranking fell from first to eleventh in Major League Baseball (MLB), which amounted to a loss of over 800,000 tickets sold per year, as well as the resulting revenue from concessions and parking. Despite the Dodgers' long and storied history, ticket demand had been negatively influenced by inconsistent performance, mounting bad publicity surrounding owner Frank McCourt's divorce, the beating of a …

Ironic Advertising: Theory, Evidence And Practice, Ekin Pehlivan Yalcin

2012

Irony is one mechanism that advertisers use to attract consumer attention. Although ironic advertising (IA) is utilized in the mass media, it has received surprisingly little conceptual or empirical attention from marketing scholars. Perhaps one reason for this is that in marketing irony has been viewed primarily from a postmodern perspective. This is in marked contrast to psycholinguists where the phenomenon is approached from a more ecumenical, realist point of view. This dissertation is based on the premise that a realist approach to ironic advertising would produce insights for both marketing theory and practice.

This dissertation comprises of three papers …

What Products Can Benefit From African American Advertising Appeals? The Moderating Role Of Product Involvement, Ivonne M. Torres, Cuauhtémoc Luna-Nevarez

WCBT Faculty Publications

With a significant spending power, the African American segment is one of the most lucrative, interesting, and complex targets for national and local advertisers. As this consumer segment continues to grow in importance, marketers need to focus on what types of products could benefit from African American-targeted advertising. Our research studies show African Americans respond to advertising targeted to them and their responses are moderated by ethnic identification and product involvement. Consistent with both theoretical frameworks, distinctiveness theory and ethnic identification theory, we found that identified African Americans prefer African American models especially when advertising low-involvement products.

Top 10 Law School Home Pages Of 2011, Roger Skalbeck

Georgetown Law Faculty Publications and Other Works

For the third consecutive year, the website home pages for all ABA-accredited law schools are evaluated and ranked based on objective criteria. For 2011, law school home pages advanced in some areas. For instance, there are now thirteen sites using the HTML5 doctype, up from a single site in 2010. In addition, seventeen schools achieved a perfect score for three tests focused on website accessibility, up from eight in 2010. Nonetheless, there’s enough diversity in coding practices and content to help separate the great from the good.

For this year’s survey, twenty-four elements of each home page are assessed across …

Perceptions From Academia On The Use Of Current Marketing Metric, Shane Smith

Faculty Articles

As a great source of generating revenue to the organization, it is agreed that marketing not only drives customer's actions but also can be measured in terms of financial equity. Yet, many often view marketing as an expense rather than that of an investment. This paper looks to evaluate the common methods of measuring marketing's role within the firm. A study was performed to investigate the perceptions of marketing metrics from faculties in four major business degree disciplines. These beliefs in use today demonstrate the difficulty that marketing managers have in building credibility within their departments.

How Social Media Communities Impact Consumer Behavior, Leslie Martinka

Communication & Leadership Dissertations and Theses

Social media, in particular, Facebook and Twitter, are comprised of communities typically of like-minded individuals. Through social media sites we can network with these communities and converse in ways that are sometimes difficult to do offline. But do these social media communities influence how one purchases online? Mead’s theory of symbolic interactionism describes how offline communities influence one’s actions and helps to create our cultural norms and ideologies. Using Mead’s theory as a basis for the following study, this thesis attempted to determine if Facebook and Twitter communities influence consumers’ online purchasing behaviors. Employing a Likert-like scale of 1-3, a …

Investigating The Role Of Online Social Media In Consumer-Firm Relationships, Janna Cole

Honors Theses

Regarding the role of Web 2.0 in business activities, three primary areas of interest are under discussion: (1) how Web 2.0 tools should be integrated into firms' marketing strategies, (2) how Web 2.0 tools should be used to build or retain brand equity and create value with consumers, and (3) how the participation of brands in Web 2.0 influences consumers attitudes and behaviors, if at all. There are some overlaps between these subjects, particularly involving the role of consumers in appreciating or diminishing brands' reputations, as well as information gaps to be filled by further research as these technologies continue …

December 2011, Inland Empire Business Journal

Inland Empire Business Journal

Harsh Realities: Five Truths Halting Your Company’s Organic Growth Making a lasting change is usually easier said than done. Most of us spend more time talking about change than actually going through with it. Businesses have just as much difficulty going through with change as individuals and Fired?

How to Sell Yourself When No One is Buying The toughest interview of all is the one you face when you are over 50. The over 50 age group has the highest rate of unemployment today. However, Tucker Mays and Bob Sloane give five important ways the over 50 job seeker can …

November 2011, Inland Empire Business Journal

Inland Empire Business Journal

One Question Every Small Business Owner Must Answer — Understanding Your Competitive Advantage Every business owner must be able to answer one very basic question, “Why should a prospective customer buy my product or service rather than a competitor’s?” If the owner cannot answer this question, he or she should probably cut his or her losses and seek alternative employment

The 3 R’s for Dealing With Workplace Bullying Workplace bullying is a pressing problem in today’s workplaces. According to the Workplace Bullying Institute (WBI), 35% of the U.S. workforce report being bullied right now! Danita Johnson Hughes gives some tips …

October 2011, Inland Empire Business Journal

Inland Empire Business Journal

From Social Brand to Social Business Many organizations today are on a quest to become a social brand. They are investing in Facebook applications, branded communities and blogs

The Consequences of Living and Dying Without an Estate Plan Most of us expect that tomorrow will be another day like any other. But, as Euripides said, “No one can confidently say that he will still be living tomorrow.” If you don’t have the proper documents for your estate, the court will make decisions for you and your family

9 Timely Tips for Pre-Presentation Preparation If you ever find yourself invited to …

Mueller Game Bird Farm Business Plan, Karl Mueller

BioResource and Agricultural Engineering

This senior project discusses the results from the development of a business plan for Mueller Game Bird Farm which specializes in raising bobwhite quail for hunters, falconers, and other hobbyists. The plan uses current research with personal experience to develop a realistic approach to fit the needs of this business.

A business plan is a document that will continually change as the business grows and develops. This plan is for the business at the current stage of producing 500 bobwhite quail per year and discusses plans for growth over the next three years as well as strategies to obtain that …

September 2011, Inland Empire Business Journal

Inland Empire Business Journal

Avoiding Consensus Overload: Seven Tips to Help Leaders Make Thoughtful, Yet Rapid Key Decisions To take advantage of a competitor’s weakness, as a leader, you have to be able to move quickly, and you can’t do that if you spend too much time trying to figure out what every last person on the team thinks

How to Get the Feedback You Didn’t Want to Hear (But Really Need to Know) There is only one way to find out the key things you are missing in business that could help you get even better results—and that’s by getting feedback

Sick of …

Designated Market Areas: Using Zip Codes As A Marketing Tool, Norma P. Nickerson, Jake Jorgenson

Institute for Tourism and Recreation Research Publications

This report converts zip codes of nonresident visitors to Montana into 210 Designated Market Areas and provides an investigation of four population segments. The first analysis looks at DMA representation divided by visitors’ primary reason for being in Montana with vacationers as the primary focus. The second section looks at repeat and first time vacationers to Montana. Finally, the zip codes of vacationers who spent at least one night in a selected travel region or CVB county were chosen for further analysis.

August 2011, Inland Empire Business Journal

Inland Empire Business Journal

How to Say “No” the Right Way People who don’t mind saying no may lack the skills to do it gracefully and often instill hard feelings, even when that is not their intent. For those who have no problem saying no, but need a little guidance, Carl Van gives some tips on saying no more effectively

10 Tips to Optimize Your Email Marketing Campaigns With the multitude of laws, spam filters and confusion over the best method in using emails, Gregg Brown gives 10 tips to help you get the best results from your email marketing campaigns

Can’t Live With …

July 2011, Inland Empire Business Journal

Inland Empire Business Journal

Practice Nets More Benefits for Public Executive ‘Airtime’ allows workers to receive credit toward pension for years they didn’t work

Building Outrage: How Corruption Has Crippled the Construction Industry Stories of corruption should warn every major construction project owner of the dangers of placing millions—and sometimes tens and hundreds of millions—into the hands of companies with very questionable business practices

Resisting the Steve Jobs “Innovation Temptation”; Steps to Creating Great New B2B Products Steve Jobs method of creating products without his customers’ input won’t work for most businesses, especially B2B (business-to-business) suppliers. Dan Adams offers his advice on how you …

Addressing Information Needs In Sport Management, An Interdisciplinary Field, Kendra Spahr, Stephanie Wiegand

University Libraries Publications

Sport management as a scholarly discipline is relatively new, and very few students who earn doctorates in this field go into academia, instead choosing to go into practice where salaries are much higher. Due to these circumstances, literature research in sport management is difficult for students as well as librarians, as very little primary research exists in published journals and books. This poster reviews challenges for librarians, the best information resources to support academic sport management programs, common student questions, and tangential research areas that support research in this discipline.

June 2011, Inland Empire Business Journal

Inland Empire Business Journal

The Galleano Winery—a National Landmark The Galleano Winery remains much the same from 1927 when the land was first purchased by the Galleano family. It is a national landmark right in our own backyard

Economic Forecast Employment in Riverside/San Bernardino is beginning to show signs of an imminent recovery, per California State University, Long Beach

The Exchange: Four Tips for Having Conflict-Busting Conversations in the Workplace The trick to moving past office conflicts and on to increased productivity in your organization is knowing how to broach the topics in ways that leads to improved working relationships

Getting Organized Doing too …

Plenary Session On Macromarketing And Politics Roundtable On Macromarketing And Politics, Raymond Benton Jr.

School of Business: Faculty Publications and Other Works

In this conference presentation I draw on C.S. Lewis to make the point that newspapers, films, novels, and textbooks all undermine the macromarketing point of view. Every student in every class in all schools of business sees economics everywhere and by it they see, interpret, and understand everything else. That blocks a macromarketing perspective, a perspective that does not rely on the market and the state as the sole alternatives in the provisioning systems of societies (George Fisk’s widely referenced definition of marketing among the macromarketing community). To fully grasp that one must appreciate that the market is a metaphor.

Dr Pepper Snapple Group: Fighting To Prosper In A Highly Competitive Market, Joseph S. Harrison

Robins Case Network

Since its separation from the food giant Cadbury Schweppes, Dr Pepper Snapple Group has experienced successes such as the turnaround of the Snapple brand and growth in demand for some of its popular brands. However, the company is still a distant third in an incredibly competitive industry. How can the company achieve continued success in the shadows of Coca Cola and PepsiCo?

The Consumption Of Concepts: The Hedonic And Utilitarian Effects Of Perceived Interactivity On The Consumption Of Digital Information, Colleen P. Kirk, Jennifer Thomas, Larry Chiagouris

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

How Does Color In Package Design Lead To Emotional Appeal And Consumer Behavior?, Andrea Floyd

Honors Theses

Consumer behavior can be broken down into specific components including different behaviors, such as attention, motivation, and persuasion, which can all lead the consumer to purchase. Within the literature, there is a common order that consumer behavior tends to follow, and all consumers go through a series of steps in their decision process before making a purchase. Scholars claim that attention leads to motivation, which leads to purchase. Many scholars also recognize emotional appeal and emotional value and their large influence on consumer behavior. Attention, motivation, and purchase can all be provoked using emotional appeal. Scholars suggest that emotional appeal …

Understanding Resort Marketing Practices, Eric Brey, David K. Klenosky, Xinran Lehto, Alastair Morrison

Journal of Tourism Insights

Effective marketing plays an integral role in the success of hospitality and tourism businesses. While research has examined many aspects of the hospitality and tourism industry, the marketing of destination resorts has been largely ignored. This study addresses this gap by reporting the insights obtained from interviews conducted with North American resort marketing executives to assess their views on current resort marketing trends and practices. Based on a content analysis of this interview data, 18 topics were identified and organized into five categories: channels, relationships, targeting, technology and function. This paper provides a discussion of each topic, overviews implications of …

May 2011, Inland Empire Business Journal

Inland Empire Business Journal

How Much Does Depression Cost? Government statistics released in November show that 6.5 percent of U.S. adults suffer from depression

The Engagement Factor: Four Ways to Use Your Customers to Boost Innovation (and Profits!) at Your Company The best way to ensure your company will be a success is to deliver more than your share of customer value

Do We Run Universities as Businesses? CSU System is facing challenges at this time. This means that for CSUSB the budget will be around $18 million less

How to Protect Yourself Against Medicare “Gaps” Every Medigap policy has to follow federal and …

Marketing For A Non-Profit, Katerina Foutsitzis

Senior Honors Projects

I am a senior Marketing major, and I wanted to incorporate what I have learned the past four years into my honors project. Acting as a consultant to a local non-profit here in Rhode Island, I developed a marketing plan to help The Welcome House target their local affluent community. The mission of Welcome House is to provide emergency shelter to homeless men, women & families of Washington County, and to provide transitional, supported, permanent, affordable and safe housing to the poor of the community.

Homelessness is becoming a tiring and depressing subject due to its repetitive negative exposure and …

April 2011, Inland Empire Business Journal

Inland Empire Business Journal

Get Hired 2011: Nine Best Practices for Using Social Media to Win Your Dream Job If you’re one of the many Americans today braving the job market, you’ve probably learned that your social media presence can make you or break you. Maribeth Kuzmeski explains how to use your online presence to leave a great impression with potential employers

Regaining Conference Attendance and Maximizing Your Conference Experience Uwe Janssen gives us up-to-date tips in gaining conference attendance seeing the struggle with the decline in conference attendance due to budget cuts, rising travel expenses and concerns over impact to productivity

I Made …

Effects Of Chronic Regulatory Focus And Product Type On Internet Purchase Decisions, Chad Ryan

Honors Projects in Marketing

This study draws on Regulatory Focus Theory (RFT; Higgins 1987) to explore factors that affect a consumer’s online purchase attitudes and intentions. According to RFT, consumers tend to be either chronically promotion- or prevention-focused. Promotion-focused consumers are concerned with positive outcomes. Conversely, prevention-focused consumers are concerned with avoiding negative outcomes. Promotion-focused consumers are more willing to take risks than prevention-focused consumers (Higgins 1997). Promotion-focused consumers also prefer hedonic shopping experiences (i.e., pleasurable), whereas prevention-focused consumers prefer utilitarian shopping experiences (i.e., task-oriented) (Arnold & Reynolds 2009). Because products that are purchased on the Internet cannot be seen or touched prior to …

Does Twitter Create Similar Patterns Of Positivity/Negativity As Face-To-Face Word-Of-Mouth?, Nicholis Jones

Honors Projects in Marketing

Word-of-mouth communication is important to organizations because it is a free form of advertising and has been shown to be influential on consumers’ purchasing decisions. Marketers of course, would like WOM to be positive and thus increase brand reputation and sales. In the past decade, new forms of communication have created different channels for WOM to travel through. Current social media websites such as Facebook and Twitter allow one person to send a message to many almost instantaneously. This study’s objective is to examine the WOM on the networking site Twitter. Previous research has indentified the relative incidence rates of …

March 2011, Inland Empire Business Journal

Inland Empire Business Journal

The Mommy Trap—Family-Prenup for Financial Insurance Susan Spencer discusses the Jack and Jill Syndrome—mothers who become single parents with no savings, no child support and no career. She suggests that a “family prenup” might be helpful before marriage —insuring the couple’s children have some financial security

Five Ways to Make the Most of the Recovering Economy at Your Company Many economists are saying that the U.S. economy is finally on an uptick. Now that more growth is possible, Dan Adams warns that it’s the time to make sure your company is poised to get its share of the economic recovery …

Consumer’S Preferences On Purchasing Seafood From The Gulf Coast Region Following The Deepwater Horizon Oil Spill, Jared Wheatley

Agribusiness

No abstract provided.

International Career Conference 2011, Candice Ryann Powell

Communication Studies

As marketing coordinator for the International Career Conference (ICC) 2011 I describe the steps I took to advertise for the event. This event had 10 workshops, 17 companies, and over 200 attendees.