Marketing Commons^™

2017 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2017.

#Keepvolunteeringcool - A Marketing Analysis Of The Uri Service Corps, Caroline L. Hacunda

Senior Honors Projects

Since 2009, the University of Rhode Island has offered Alternative Spring Break trips to students who are passionate about service and want to become more involved within the community doing meaningful and engaging volunteer work. These trips are completely student planned and fundraised with the guidance of a group of student leaders for each trip. Over the years, this program has exponentially grown, leading to our biggest year yet with two trips staying in Rhode Island and three out of state trips offered in 2017. In the past, the spring break trips were hosted by URI S.A.V.E.S and URI Habitat …

2017 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

2017 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2017.

2017 March, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2017.

Nostalgic Selling: The Louisville & Nashville Railroad And Its General Public Relations, Michael J. Landry

Atlantic Marketing Journal

This paper represents a case study of how to use historic events/artifacts in public relations and sales. It recounts how the Louisville & Nashville Railroad participated in the United States Civil War centennial celebrations by restoring a locomotive, the General, that was made famous in a daring raid conducted in that war. Using primary and secondary documents mainly from corporate archives including notes, operations manuals, public relations logs, measurements, corporate publications and oral history, the paper outlines the General’s iconic history, the purposes for its 1960s restoration to operation for the Civil War centennial, and the overarching marketing strategy behind …

Job Shadowing Experiences As A Teaching Tool: A New Twist On A Tried And True Technique, Fred H. Mader, Deanna R. D. Mader, Elizabeth C. Alexander

Atlantic Marketing Journal

This article reports an innovative twist on the use of the job shadowing experience as a means not only to provide real-world exposure for the student, but also as a way to generate real-time data from the professionals to be utilized as a basis for class discussion. Reaction from both students and professionals has been overwhelmingly positive.

Field Trip! Assessing Business Student Interest In Plant Tours And Their Product Categories, Mark Mitchell, Gregory Turner, Robert Montgomery, Mark Hartley

Atlantic Marketing Journal

Business educators are challenged daily to provide fresh ideas in the classroom and to use new methods to stimulate active learning. One option is to use manufacturing plant tours, company museums, and company visitor centers to supplement traditional classroom activities. This manuscript details this growing type of tourism (known as Consumer Experience Tourism) and identifies the product categories of greatest interest to today’s students in Business and Economics. Business educators are encouraged to more fully embrace this under-utilized resource to promote active student learning and to select those destinations of greatest interest to their particular student audiences.

A Perspective On Pharmaceutical Marketing Practices: Message Development, Media Selection, Medication Adherence And Health Literacy, Yvette Lynne Bonaparte

Atlantic Marketing Journal

Health literacy includes not only literacy and numeracy, but areas related to an individual's ability to critically review and process health information in such a way that leads to improved health behavior and outcomes. The level of health literacy attained by a particular target audience is an important consideration for marketers of pharmaceutical products as it impacts both the message and the media selected for product promotion. Additionally, the degree to which health literacy levels impact medication adherence should be a consideration for those that market pharmaceutical products.

An Exploratory Comparison Of Private And Hbcu Marketing Student Study Abroad Program (Sap) Participation Intentions, Omar Woodham, George W. Stone, Kathryn Cort, Michael A. Jones

Atlantic Marketing Journal

The current research compares two demographically diverse universities regarding their respective awareness of the study abroad programs (SAPs) offered by their school. The study focuses on each sample’s awareness of SAP opportunities (i.e., as offered by their own institution) as well as each group’s opinion of the level of university administrator effort aimed at promoting the SAP offerings at each school. The authors analyzed whether student perceptions of the level of administrator support affected student expectations regarding SAP participation prior to graduation. Given the different socio-economic characteristics of the two student samples used in the study, the authors provide additional …

Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward

Atlantic Marketing Journal

Abstract - This study examines students’ attitudes and preferences to the four primary textbook types currently on the market. These types include hardback, paperback, loose leaf, and E-textbook. Two hundred twenty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Results found that students still prefer paperback textbooks, even when this textbook is at a higher price than other alternatives. When students were asked their opinions on the various textbook options, it was clear that price, ease of use, health concerns, and ownership desires were the primary reasons why they …

2017 February, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2017.

Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell

Williams Honors College, Honors Research Projects

The following reports discuss the geographical preferences of Millennials in relation to job selection preferences. Our team analyzed the moving trends of Millennials in both Ohio and the United States to determine what factors influence this decision. Collectively, our team concluded that in order to successfully recruit Millennials, companies must offer benefit packages that center around work-life balance. This entails not just highlighting what a job requires technically, but opportunities for leadership development, social activities outside of work, and more. To recruit this upcoming talent, companies need a holistic approach that convinces Millennials that working for their company creates a …

2017 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2017.

Beauty Brand Versus New Media: How Have Communications Tactics Changed Within A Large Cosmetic Brand & How Have They Incorporated New Media Pr Tactics, Ruth Walsh

Theses

This research study aims to investigate and analyse what is working in the cosmetic PR industry for beauty brands; bloggers; and beauty consumers. There has been limited research conducted into this important topic and less so into the PR tactics used by large cosmetic brands. This thesis first examines that said limited scope of literature that relates to the cosmetic PR industry but not well and it further examines the viewpoints of well-known PR professionals. From this research, a triangulation approach to data collecting was outlined and conducted that included two interviews with beauty industry experts; a PR professional, a …

Parallel Session: The Impact Of Industry Type, Business Age And Size On Proactive And Responsive Customer Orientation (Market Strategy), Corrinne Lee, Norbani Che Ha

International Conference on Marketing

This study investigates on proactive customer orientation and responsive customer orientation among business units operating in the technology, information, communication and entertainment (TICE) industry of Malaysia. The impact of the demographic factors of these business units on proactive and responsive customer orientation is examined. The results revealed that the business unit size has statistically significant impact on the variables of interest. The difference in t he business unit size based number of employees has an influence on both the proactive and responsive constructs. In contrast, the difference in the business unit size based on the amount of annual sales turnover …

The Transition Experiences Of International Graduate Students In Clark University School Of Professional Studies, Xuesong Huang, Mingyang Lian, Dang Trung, Jay Sheth, Yuwei Yang, Irina Klimenko

School of Professional Studies

In the last decade, the School of Professional Studies at Clark University has witnessed a sharp increase in international students. More and more international students in the millennial generation have entered the School of Professional Studies pursuing one of the two-year graduate programs: Master of Science in Professional Studies, Master of Science in Public Administration, and Master of Science in Information Technology. In the past, working adult student dominant the program. These students already had a career outside the classrooms before them came to study. The millennial international students have generated new adjustment problems. Some of the transition issues of …

Using Relationship Theory To Improve Stem Outreach To Corporations: A Case Study For Starbase Los Alamitos, Mark Gibson

Journalism

The goal of this study was to improve corporate outreach efforts for an educational program called Starbase Los Alamitos. This Starbase program is part of a larger effort by the Department of Defense to improve STEM (science, technology, engineering, and mathematics) education in the United States.

This study was guided by the following research question: How can STEM programs use relationship management theory to improve corporate outreach? A review of the literature was performed and this study used relationship theory to design eight questions for a four person focus group. Control and treatment websites were identified. Participants were shown the …

2016 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2016.

2016 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2016.

Cueing The Customer Using Nudges And Negative Option Marketing, Clarence W. Vonbergen, Courtney Kernek, Martin S. Bressler, Lawrence S. Silver

Atlantic Marketing Journal

Abstract

Nudges—subtle, covert, and often unobtrusive interventions that take advantage of individuals’ mental shortcuts and biases—frequently change the context of people’s choices and in so doing influence individual and societal behavior. They have become fashionable in recent years, and the ability of such phenomena to bring about significant change for relatively little cost has captured the imagination of governments and businesses. One simple yet potent nudge empowered by the status-quo bias that has received increased attention involves default rules which specify the condition imposed on persons when they fail to make a decision or choice. Marketers have used default options …

Internet Diffusion And Adoption In Cuba, Randi L. Priluck

Atlantic Marketing Journal

The purpose of this paper is to examine Internet adoption at a time of increasing change for the Cuban marketplace. As the Cuban economy begins to open to new business formats one key driver of economic will be access to communications networks. This paper explores the penetration of Internet connectivity in Cuba as relations with the United States thaw. The theories of diffusion of innovations, cultural dimensions of adoption and market and political realities are employed to better understand the pace of Internet adoption as the Cuban economy continues to develop.

College Students Use Social Networking Sites For Sharing With Friends, But Guess Who Else Is Looking?, Elizabeth C. Alexander, Fred Mader, Deanna Mader

Atlantic Marketing Journal

Abstract - Jobvite, a recruiting platform for the social web, reports from their annual 2012 survey of recruiters that 92% of U.S. companies are using social networking sites (SNS) for hiring purposes (Jobvit, 2012). Career Builder reported in 2009 that 45% of employers were using SNS to screen and research applicants (CareerBuilder, 2009). It is important that faculty and support staff working to place students, and the students themselves, understand the developments and practices in the use of social networking sites for job search and recruiting and the best methods, as well as detriments when marketing themselves. This study examines …

Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials’ Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael Dotson, Neel Das

Atlantic Marketing Journal

This paper explores the relationship between millennials’ online behavior and their opinions of online reviews via the use of focus groups and correspondence analysis. The proposition was that millennials’ online behavior (including search behavior) is likely to have an effect on how they view online reviews. The correspondence analysis results suggest that millennials who spend more time online peruse a greater number of products. Further, relationships were found between millennials’ time online and factors influencing review trustworthiness as well as millennials’ time online and factors affecting review memorability. It is noteworthy to suggest that focus group analysis can be enhanced …

The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson

Atlantic Marketing Journal

This study investigates the effect of the advertorial format and ad copy length on ad and brand attitude. Results of a 2 (advertorial versus non-advertorial) by 2 (light versus moderate copy length) study indicate that the advertorial format generated more favorable ad and brand attitudes for the female (target) subjects, but less favorable attitudes for the male (non-target) subjects. A marginally significant gender by copy length interaction suggests a differential effect of copy length for the male sample, as well: ad and brand attitudes were higher for lighter copy ads for the female sample but lower for the male sample. …

The Scent Of Change: A Case Study, William K. Foxx, Melissa C. Northam, Corlette S. Burns

Atlantic Marketing Journal

Decisions about entering into a new business venture involve a variety of considerations, despite the level of experience an entrepreneur has. This case presents the story of a business owner Bennett Gage and his decisions concerning whether or not he should enter into a business where canines are used to detect bed bugs in hotels. This case study gives the reader an opportunity to wrestle with some of the many questions that are part of entering into the creation of a new service.

2016 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2016.

2016 September, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2016.

What 100,000 Tweets About The Volkswagen Scandal Tell Us About Angry Customers, Vanitha Swaminathan, Suyun Mah

Research Collection Lee Kong Chian School Of Business

In September 2015 the Environmental Protection Agency found that many Volkswagen cars sold in the United States were equipped with software that could falsely improve the performance of diesel engines on emissions tests. This cheating was subsequently acknowledged by the car maker.Among the many issues at stake for the company was one of public perception. Anecdotal evidence at the time of the incident suggested irreparable harm to the Volkswagen brand. So could Volkswagen recover in the short term in this regard? And, the broader question, how can you measure brand perception in times of scandal, particularly in an era where …

2016 August, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2016.