Marketing Commons^™

Optimum Vessel Size (New Maersk 18,000 Teu Vessels) And Operations In The Malacca Straits, Knoll David Brian

World Maritime University Dissertations

No abstract provided.

The Research On Ship Financing Lease Mode And Risk Prevention, Yang Liu

World Maritime University Dissertations

No abstract provided.

Market Structure Of Port Clusters And Analysis On The Number Of Effective Competitors, Ruoqi Qian

World Maritime University Dissertations

No abstract provided.

Research On The Impact Of Container Freight Derivatives On Shipping, Zhenle Shen

World Maritime University Dissertations

No abstract provided.

The Research On Competitiveness Of The Shipping Sectors In Pudong Shipping Cluster Of Shanghai International Shipping Center, Yuan Feng

World Maritime University Dissertations

No abstract provided.

Analysis Of Chinese Dry Bulk Ship Operators' Operation Mode And Strageties Basis On Voyage Estimation, Jinlong Ke

World Maritime University Dissertations

No abstract provided.

Strategy Analysis Of Shanghai Changfu Shipping Co., Ltd, Jun Wang

World Maritime University Dissertations

No abstract provided.

Research On The Volume Forecasting And Economic Benefit Analysis Of Developing Inland Water Container Transport In Ningbo Section Of Hang Yong Canal, Di Wu

World Maritime University Dissertations

No abstract provided.

Study On Strategy For Developing Shanghai Cruise Home Port, Xiaoyu Chen

World Maritime University Dissertations

No abstract provided.

Marketing Model Of Freight Forwarding Basing On Information Technology, Yang Li

World Maritime University Dissertations

No abstract provided.

Creating Social Contagion Through Viral Product Design: A Randomized Trial Of Peer Influence In Networks, Sinan Aral, Dylan Walker

Business Faculty Articles and Research

We examine how firms can create word-of-mouth peer influence and social contagion by designing viral features into their products and marketing campaigns. To econometrically identify the effectiveness of different viral features in creating social contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral features generate a 246% increase in peer influence and social contagion, whereas adding active-personalized viral features generate only an additional 98% increase. Although active-personalized viral …

2011 August, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2011.

Calling Bulls**T On The Lanham Act: The 2(A) Bar For Immoral, Scandalous, And Disparaging Marks, Megan M. Carpenter, Kathryn T. Murphy

Law Faculty Scholarship

As the Lanham Act approaches the age of 65, it is a good time to take stock of its application to, and place within, the object and purpose of trademark law. Trademark law seeks to promote fair competition by reducing consumer search costs and preventing confusion in the minds of consumers as to the source of goods and services. However, Section 2(a) of the Lanham Act prevents registration of marks that are “immoral,” “scandalous,” “disparaging,” “deceptive,” or which “create a false association” with persons, institutions, beliefs, or national symbols. The 2(a) bar expands trademark law well beyond its basic goals. …

2011 July, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2011.

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?

2011 June, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June 2011.

The Psychology And Behavior Of Consumers In The Fashion Industry, Jessica Delace

Senior Honors Projects

I have always been interested in all aspects of the fashion industry, from apparel production to retail sales. After interning in the sales department of a New York based designer, I became fascinated by the customers who spent over $10,000 to revamp their wardrobe every season. Were these women buying their clothes based on their own preferences, or did they buy the original $3,000 design to fit their lifestyle as a New York City socialite?

After completing a literature review on the psychology of apparel consumers, I wanted to determine if shoppers’ preferences were based on their own opinions, or …

2011 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May 2011.

The Death Of Music Videos?: An Analysis On The Effectiveness Of Music Videos As A Promotional Tool, Carmen Cheng

Business and Economics Honors Papers

This research explored whether or not music videos remained an effective marketing tool for the music industry after the diffusion of the Internet in American culture. As a result of the transitions in media through which music videos were distributed, this project asked the following research questions: 1. What impact has the airing of music videos on MTV had on music sales? 2. What was the impact of music videos on sales when music videos moved from airing on television to being distributed over the Internet?

Ann Veeck, Nate Coe

International Faculty Researchers

Rapidly changing food consumption patterns in China has for the last 15 years captured the attention of Western Michigan University international researcher and marketing professor Dr. Ann Veeck. In nearly annual trips to China, Veeck examines how these patterns are changing parallel to the expansion of the Chinese economy and how marketing efforts affect consumers' lives in both positive and negative ways.

Ann Veeck's website

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 …

2011 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2011.

Warranty And Price As Quality Signals: The Effect Of Signal Consistency And Unexpectedness On Product Perception, Sultan Alaswad Alenazi

Theses and Dissertations in Business Administration

This dissertation investigates the effect of signal consistency/inconsistency and signal unexpectedness on a consumer's evaluation of a product. It consists of two studies. Study One examines the effect of signal consistency/inconsistency on product quality, where consistent signals are those of the same valance. Prior research has found that a positive cue not only was unable to improve product quality perception, but also had a negative effect on perceived quality when a positive cue was combined with a negative one. The results of Study One indicate that when signals are inconsistent, consumers engage in an attribution process to explain inconsistency. If …

Where Locals Play: Neighborhood Casino Landscapes In Las Vegas, Rex J. Rowley Ph.D.

Occasional Papers

Neighborhood casinos—gaming properties that target a primarily local market—are an influential feature on the Las Vegas cultural landscape. Such institutions reveal a number of geographical patterns that have important implications in gaming and place studies. The distinguishing characteristics of neighborhood casinos underscore the importance of proximity to a market, a focus that is evident in their advertising strategies. Additionally, the prominence of such casino-resorts within their respective neighborhoods makes them important symbols and indicators of the character of the surrounding community. These unique institutions teach lessons that can potentially be extrapolated to other gaming markets around the country.

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.

Examining The Value Of Word Of Mouth As A Marketing Tool For Poker Book, Jeffery J. Hwang

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the spring of 2003, the poker world saw the launch of the World Poker Tour; that same May, an amateur poker player and online qualifier named Chris Moneymaker won the Main Event of the World Series of Poker and the $2.5 million first prize, demonstrating that virtually anyone can win at poker. The result of these two events was a “poker boom” that, by September 2005, had the two largest poker book publishers on the planet reporting ten-fold increases in sales. And yet, outside of their own company websites, most of the largest poker book publishers on the planet …

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.

Personal Branding For Professional Success (Brand Development For Communication Studies Students), Breeana J. Kelly-Slatten

Communication Studies

No abstract provided.

Find Oz And Lula Fundraising Event, Natalie Do, Rebecca Leong

Communication Studies

No abstract provided.