Marketing Commons^™

Effectively Serving The Needs Of The Millennial Marketing Student: The Product Life Cycle Approach To Class Organization, Jacqueline K. Eastman, Maria E. Aviles, Mark D. Hanna

Marketing: Faculty Publications

We illustrate a class organization process utilizing the concept of the Product Life Cycle to meet the needs of today’s millennial student. In the Introduction stage of a business course, professors need to build structure to encourage commitment. In the Growth stage, professors need to promote the structure through multiple, brief activities that can keep the attention of business students. In the Mature stage, professors need to use the structure to stabilize engagement levels and learning rates but be willing to make adjustments to prevent apathy in the course. Finally, in the Decline stage, professors need to dismantle the structure …

Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika

USF Tampa Graduate Theses and Dissertations

The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of …

The Relationship Between Socioeconomic Status And Emotional Gratification For Consumers Who Purchase Overtly Branded (Overtly Designer) Goods, Sarah Siracusa

Fordham Business Student Research Journal

When examining the reasoning behind a consumer’s choice of luxury purchase, we rely largely on consumer psychology. One important psychological factor is the concept of needs. Consumers of different socioeconomic backgrounds have different needs, thus influencing what they choose to purchase. While past research has focused on intrinsic and extrinsic aspirations, and the relationship between aspiration and luxury brand preference in predicting luxury consumption, there has not yet been a study conducted focusing on the relationship between socioeconomic status and emotional gratification of purchasing overtly branded (overtly designer) goods in America. After surveying participants in three socioeconomic income groups, it …

Crafting A Career Using Cps And Foursight, Morgan E. Milovich

Creativity and Change Leadership Graduate Student Master's Projects

ABSTRACT OF PROJECT

Crafting a Career Using CPS and FourSight

The purpose of my project is to develop a case study of how I will use Creative Problem Solving (CPS) and an attention to my Foursight preferences to grow my existing craft business into a viable career, rather than having it as just a hobby.

By utilizing the CPS Thinking Skills Model and having a greater awareness of my Foursight preferences, I was able to move from a dream to a reality and come out the other end of this project with a fully functioning, profitable business rooted firmly in …

Imsa360: Summer 2011, Imsa Fund

IMSA Fund Reports

Just prior to becoming IMSA’s second President in 2007, I served on IMSA’s Strategic Planning Team. The plan we developed was big and bold, and when first presented, there was some concern that it would collapse under its own size. However, we dreamed big and intended to demonstrate that we could, to paraphrase Walt Disney, both dream it and do it! In my first year as President, I was determined that our plan would become a dynamic, actionable document that would make an enduring difference. Four years later, I am proud to say that due in large part to the …

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?

Consumer Choice Tactics For Common, Repeat Purchase Products: Using Tissues And Deodorant To Predict And Understand Consumer Behavior, Alicia Elizabeth Dixon

Undergraduate Honors Thesis Collection

Currently there is limited research on the consumer decision-making process for low involvement products. The purpose of my study was to better understand the consumer decision-making process for common, repeat purchase products. Specifically, I was looking at how gender and generational differences impacted the decision-making process when purchasing two low-involvement products, tissues and deodorant. One hundred and ten students, staff and faculty were asked to look at a constructed store aisle and purchase both a box of tissues and stick of deodorant and complete a questionnaire responding to questions regarding their decision choice. The questiOl1J1ai re collected information regarding six …

Imsa360: Spring 2011, Imsa Fund

IMSA Fund Reports

When I speak to parents, students, educators and legislators about the concept of “career readiness,” I emphasize that IMSA is preparing learners for careers that do not yet exist. Through learning experiences based on imagination and inquiry, IMSA students, whether enrolled in our residential program or in our statewide enrichment programs, learn to pursue compelling questions of interest, work collaboratively, conduct investigations and communicate findings. In the words of our Standards of Significant Learning, students learn to “think about thinking,” “extend and integrate thought,” and “construct questions which further understanding, forge connections and deepen meaning.” In short, they learn how …

Identifying Green Meetings In The Hospitality Industry, Shin Yi (Felicity) Chiou

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this paper is to identify what constitutes green meetings in the hospitality industries with special attentions on the applications of modern technologies and marketing strategies. This professional paper will search and collect the related literature reviews and existent practices with green ideology in hospitality to clarify the myth and difficulties of being green and help the readers or potential advocates better understand green meetings and adopt them.

Explore Guerrilla Marketing Potentials For Trade Show, Jie Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is an exploratory research paper trying to identify effective guerrilla marketing practices in solving tradeshow marketing challenges. Major problems faced by trade show marketers are analyzed in the beginning: limited marketing budget, ineffective marketing tools and dissatisfaction from exhibitors. The study introduced guerrilla marketing methods by both exploring the theory and identifying successful cases. At the end, specific guerrilla marketing guidelines were built for tradeshow marketers.

2011 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Red Lion Hotel Corporation, Yin-Chia Shao

MBA Student Scholarship

This paper is a strategy executing research project of Red Lion Hotels Corporation. The research content includes the nature of the business, environmental analysis, strategy position within the industry, competitive advantage, strategic history, evaluate strategy and a conclusion. The company grew from a focused differentiation strategy to a broad differentiation diversification. Examining the business environment analysis, the external environment has a moderately strong impact on the company and the internal environment has a moderately weak position. The inferior position is a disadvantage to the Red Lion Hotel Corporation's growth. In addition, compared the company with Choice International Hotels, Inc and …

Imsa360: Winter 2011, Imsa Fund

IMSA Fund Reports

In this issue of IMSA360, which doubles as the IMSA Fund for Advancement of Education’s 2011 annual report, we chronicle a journey none of us wanted but many of us now embrace. The tentacles of our ALS story and attention to “orphan diseases” stretch far and wide, supported by our donors, driven by our students, staff and community partners, and inspired by our Principal and Vice President for Academic Programs Dr. Eric McLaren. His story – our story – calls us to advance the human condition through education, research, advocacy and action. While we cannot dial back the clock and …

Executive Noncompetes: Keeping Talent In House Or At Bay?, Terence Lau

Management and Marketing Faculty Publications

No abstract provided.

The Prevalence And Influence Of The Combination Of Humor And Violence In Super Bowl Commercials, Benjamin J. Blackford, James W. Gentry, Robert L. Harrison, Les Carlson

Department of Marketing: Faculty Publications

The growing concern over violence in the media has led to vast amounts of research examining the effects of violent media on viewers. An important subset of this research looks at how humor affects this relationship. While research has considered this subset in television programming, almost no research has explored this in the context of advertising. This paper builds on the little research that exists by examining the effects of combining humor and violence, as well as the theoretical approaches that underlie these effects. A content analysis is conducted to identify the prevalence of violence, humor, and the combination of …

The C.A.L.M. Method Of Mass Product Distribution: An Update & Comparative Analysis, Marvin Lovett, Irma S. Jones

Marketing Faculty Publications

This paper updates the evaluation of the C.A.L.M. Method: The Consignment Auction Liquidation Marketing Method of Mass Product Distribution as well as provides a limited comparison of eBay as a form of auction product distribution. Originally developed and initiated in 1993 in response to the common need business organizations have for product liquidation outlets, the C.A.L.M method targets audiences contemplating the distribution of products, including manufacturers, wholesalers, retailers, and other entrepreneurs. General merchandise is distributed via consignment auction outlets located throughout the United States. Building on a previously published ten-year time span evaluation on the effectiveness of the C.A.L.M. method, …

Customer Loyalty, Repurchase And Satisfaction: A Meta-Analytical Review, Tamilla Curtis, Russell Abratt, Dawna L. Rhoades, Paul Dion

Management, Marketing and Operations - Daytona Beach

The purpose of this article is to investigate the relationship between customer loyalty, repurchase/repurchase intent and satisfaction in order to attempt to resolve the mixed views on these concepts. A quantitative review of loyalty-repurchase satisfaction constructs was conducted to identify the strength and direction of the researched relationships and the influence of possible moderating factors affecting those relationships. The Hunter and Schmidt (1990) meta-analytical technique and software were employed. The results demonstrate that loyalty and satisfaction indicate strong positive relationships (0.54). Repurchase and satisfaction display a complicated relationship, which confirmed the view that satisfaction does not explain repurchase behavior. Repurchase …

Network Drivers Of Intercustomer Social Support, Hulda G. Black

University of Kentucky Doctoral Dissertations

Customers in a service setting sometimes seek support from other customers; recent research has demonstrated this phenomenon. This research also found that intercustomer social support has a positive impact on consumer health, as well as the financial returns for the company. Given these positive effects for firms and customers, organizations can benefit from fostering social connections among their customers. While past research has investigated the positive consequences of intercustomer social support, little research to date has investigated the firm’s strategic role in fostering intercustomer social support. The current research seeks to understand key tactics a firm can use to promote …

The Essential Structure Of Compulsive Buying: A Phenomenological Inquiry, Letty Workman

All Graduate Theses and Dissertations, Spring 1920 to Summer 2023

While many jokes and sales of specialty merchandise have been made that make light of consumers who frequently shop and buy (e.g., "When the going gets tough, the tough go shopping," or "I am a shopaholic"), for 18 million Americans suffering from compulsive buying, the process of shopping and buying has caused their lives to literally go out of control. The outcomes of this disease for individuals, families, and business are all negative. In a marketing era of social responsibility, if marketers either knowingly or unknowingly encourage increased consumption among compulsive buyers, potential negative outcomes stand to impact others well …

Carnival Corporation & Plc, Ye Zhou

MBA Student Scholarship

Carnival Corporation & plc is a global cruise company and one of the largest vacation companies in the world. This paper researches the company by analyzing environmental factors, strategic position within the cruise industry and competitive advantages. After reviewing company's strategic history, this paper evaluates the effectiveness of the company's present strategies (Carnival Corporation and PLC, 2010b).

Developing A Culturally Responsive Classroom Collaborative Of Faculty, Students, And Institution, Paul J. Colbert

MBA Faculty Conference Papers & Journal Articles

Culture is integral to the learning process. It is the organization and way of life within the community of students and teachers and directs the way they communicate, interact, and approach teaching and learning. Although founded in particular values and principles, the academy, like most organizations, is impacted day-to-day by its culture. Yet, the traditional higher education institution has not been designed to operate within a racially or ethnically diverse student population. The social, political, economic, and cultural forces that support the institution influence the teaching and learning environments. To better address cultural diversity in the classroom, faculty must first …

Factors Influencing Consumers' Trust In Online Shopping., Norasmah Noa

Student Works (2010-2019)

Despite the growing development of e-commerce and emerging of online shopping as a new way of doing business, it is still a new technology breakthrough in Malaysia. Unlike the traditional bricks and mortar marketplace, the online shopping includes several distinct factors that will influence consumers’ trust to shop and subsequently purchase online. As stated by Kaufaris and Hampton-Sosa (2004), lack of trust in online environment is a primary reason why many web users do not shop online. This study aims to identify what factors influencing consumers’ trust in online shopping, to examine whether trust influence consumers to purchase online, and …

The Influence Of Organizational Culture And Conflict On Market Orientation, Rex Evans Mcclure

Management Information Systems Faculty Research

This study examines the relationship between organizational change initiatives and market orientation. Considering the strategic approach to organizational change, a number of key behavioral variables can be affected, which in turn affect market orientation. Data were collected from 253 mid-level managers in marketing-related positions. The results suggest that convergent change, or classic downsizing, had no significant effect on market orientation or the mediating variables. Change initiatives directed reorienting affected market orientation in a positive way, though mediated by organizational commitment, trust, and internal communication.

Imsa360: Summer 2010, Imsa Fund

IMSA Fund Reports

IMSA’s 22nd class graduated in June 2010. Members of this class will always be special to me because we began our IMSA journey together in 2007 with a mixture of exhilaration and trepidation, pride and panic, hope and humility. We knew that we were privileged to join this innovative community, a distinguished international leader and exemplar in mathematics and science education. From day one, we understood that the words of the mission statement about “advancing the human condition” were meant for us, and we all had the formidable responsibility to make a tangible difference to our colleagues, friends and to …

Imsa360: Spring 2010, Imsa Fund

IMSA Fund Reports

IMSA’s mission is to “ignite and nurture creative, ethical scientifi c minds that advance the human condition.” That’s a tall order, and we don’t apologize for that! Many of society’s challenges in this century will be addressed by leaders in science, technology, engineering and mathematics (STEM). IMSA strives to develop leaders who will use their talents in STEM to work collaboratively to make positive social impacts.

At IMSA, we create conditions that enable students to develop and demonstrate their leadership skills. This issue highlights the many opportunities students have to expand their leadership capacities through advocacy, service, entrepreneurial ventures and …

2010 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Including The Customer In Efficiency Analysis:Evidence Of A Hybrid Relational-Transactional Approach, Joseph Coughlan, Estelle Shale, Robert Dyson

Articles

Purpose This paper illustrates the effect of including the customer as a resource in efficiency measurement. Variations in counting the customer illustrate the different impacts on efficiency between a transactional and a relational approach to bank branch marketing. Design/methodology/approach The paper uses Data Envelopment Analysis (DEA) to analyse the efficiency of the branch network under consideration. This technique, while well established in the bank branch efficiency literature, is used here to gain insight into how relationship and transactional paradigms are affecting performance. Findings Although the average profile of the efficiency scores was similar, the scores of the individual branches differed …

What Appeals To The Wku Honors Student? A Promotion Mix Designed To Intrigue, Brittany T. Kittleman

Mahurin Honors College Capstone Experience/Thesis Projects

The presence of honors programs and honors colleges at universities is a growing trend in response to increased competition for high-caliber students. Public universities are finding that honors colleges can provide students with an affordable option that is equivalent to the educational experience of a private institution. There is minimal research regarding the promotion strategies of honors colleges, and regarding promotions that are most effective in attracting high-caliber students to universities with honors colleges. This thesis attempts to expand on this area of research by analyzing the factors, opportunities, and experiences that were most important to current honors students of …

Imsa360: Winter 2010, Imsa Fund

IMSA Fund Reports

Thanks to our visionary partners and supporters, IMSA is pushing the boundaries of education in science, technology, engineering and mathematics (STEM). Their resources have had a powerful impact on campus and also have expanded our capacity to design and deliver innovative STEM programs to educators and students in Illinois and beyond.

In this issue, you will learn how IMSA and the IMSA Fund for Advancement of Education, our 501(c)(3) not-for-profit entity, work with educational, business and entrepreneurial partners to re-imagine innovative models for STEM education. For example, corporate support for IMSA’s Energy Center is enabling a project that involves IMSA …

The Study Of Antecedents Of Customer Loyalty Towards Established Mobile Service Providers In Malaysia., Nicole Yap Chen Yan

Student Works (2010-2019)

Despite the high churn rates, the Malaysian telecommunications industry is growing. However, the lack of customer focus in this market has yielded one of the worst customer loyalty levels. The competitiveness of the domestic market has been further intensified with the implementation of mobile network portability (MNP), which has further complicated the issue of customer loyalty, as research has shown that better deals and low switching costs means that satisfied consumers never mind changing service provider. This shows that satisfaction no longer ensures loyalty (Grabowich & Guy, 2007). The purpose of this research is to identify the major antecedents that …