Marketing Commons^™

Emotional Branding: Obama’S Bottom-Up Campaign, Genevieve Ann Munoz

Communication Studies

No abstract provided.

Nipomo Toys For Tots Drive Public Relations Campaign: To Gain Media Coverage For Holiday Toy Donations And The Third Annual Toys For Tots Benefit Golf Tournament, Jessa Squellati

Journalism

This research and documentation is an analysis and instructive guide for conducting a public relations campaign to promote the Nipomo Toys for Tots Drive. This campaign places emphasis on the importance of publicity to successfully gain toy donations and awareness for the Toys for Tots cause. With the recent downturn of the economy, the media will be instrumental in furthering the Toys for Tots mission and purpose to collect an estimated 3,000 toy donations for Nipomo children (newborns to 16 years of age). Although the 2008 Nipomo Toys for Tots Drive was successful without the presence of media coverage, the …

Communication Within The Packaging Industry, Lauren K. Soares

Graphic Communication

The purpose of this study was to show the potential that strategic packaging communication could have on attracting a larger client base. Through revealing current packaging innovations and the psychology behind it, a business should be well informed on how to appeal to the maximum amount of customers.

The study consisted of elite and specialized interviewing of industry experts in order to get an inside look at packaging and how companies are using it to communicate to their target markets. The next step was to survey this targeted customer base and discover the psychology behind their purchases and what is …

Simpler Packaging, Tomiko Oden

Graphic Communication

This project explains how product packaging is become more "green", and thus more simple. Packaging needs to go beyond just simplifying materials and graphics - it needs to create a simpler process in order to reduce wasted time, energy, and resources.

The Sacred And The Secular: Blending Borders To Maximize Product Success, Karen R. Deross

Journalism

In a society where a person can choose anything he wants from a vast literary buffet, the products that appeal to varied audiences with differing values and interests stand out among the masses. The Purpose Driven Life by Rick Warren is a prominent example of a product that became explosively successful in two starkly differing markets: the secular and the religious.

This research paper explores the history and controversy surrounding the combination of these two markets and the implications they have for each. The triumph of The Purpose Driven Life, as well as other prominent Christian titles, is focused on …

Surveyed Consumer Response To Grocery Store Social Networking Websites, Greg Aszman

Agribusiness

This study was undertaken to determine whether or not people would respond favorably to a grocery store setting up a page on a social networking website (i.e. MySpace) and if so, what people would like to see on the page. Self-addressed, self-stamped envelopes containing a survey and a cover letter were passed out to obtain the information. This project used simple means and frequencies to analyze the whole population and sections of the population; social network users and non-social network users. Independent T-Tests and Chi-Square tests were used to compare the two groups. A statistical program, SPSS, was used to …

Marketing Concept Manifestations In Fiji Enterprises: Confirming The Link To Organizational Competitiveness, Stern Neill, Raghuvar Dutt Pathak, Narendra Reddy

Marketing

This paper proposes an integrative view of the marketing concept (i.e., the ability to understand and satisfy customers) and examines its prevalence and effect on competitiveness in organizations operating in an isolated and less economically developed country. The marketing concept manifests as marketing expertise, market orientation, and externally directed organizational values. Based on a sample of 86 firms operating in Fiji, the results indicate that these three mechanisms promote organizational competitiveness, thus supporting the universality of the marketing concept. These findings confirm the important role of the marketing concept in the competitiveness of firms in a less developed economy.

Downtown Revitalization: Consumers' And City Planners' Perceived Barriers To Integrating Large-Scale Retail Into The Downtown, Jennifer M. Donofrio

Master's Theses

Statement of Problem

Revitalization of downtowns across America continues to be challenged by the shift to the suburbs. The barriers to integrating large-scale retail in a small, medium, and large city downtown were examined.

Forces of Data

The System View Planning Theory (Taylor, 1998) guided the study of city planners’ and consumers’ perceived barriers to integrating large scale retail into the downtown. In order to ascertain the barriers to integrating large-scale retail into the downtown intercept-surveys with consumers (n=30, responded to the intercept survey in each city) and interviews with city planners were conducted.

Conclusion Reached

Some significant differences were …

Implementing Assessment In An Outcome-Based Marketing Curriculum, Norm A. Borin, Lynn E. Metcalf, Brian C. Tietje

Marketing

This article describes the development and implementation of assessment in our new outcome-based marketing curriculum (described fully in Borin, Metcalf, and Tietje 2007). Outcomes for the marketing curriculum were specified at the program, department, course, and lesson levels. Direct embedded assessments as well as indirect assessment methods were used to gauge student achievement. Results indicate that, on both self-reported (indirect) and direct, as well as non-embedded and embedded assessments, significant value-added learning occurred. We chronicle the stages in developing and implementing an assessment plan, and reflect on our experiences in the process to provide a roadmap for other marketing departments …

Exploring The Intention To Use Computers: An Empirical Investigation Of The Role Of Intrinsic Motivation, Extrinsic Motivation, And Perceived Ease Of Use, Mary Helen Fagan, Stern Neill, Barbara Ross Wooldridge

Marketing

This research utilizes the Integrated Model of Technology Acceptance (IMTA) study the intention to use computers among first line managers in a mid-sized manufacturing among line managers in manufacturing organization (n=172). As hypothesized, the study found 1) a positive relationship between extrinsic motivation and behavioral positive behavioral intention to use computers, 2) positive relationship between intention a between perceived ease of use and behavioral intention to use computers, 3) a a positive relationship between intrinsic motivation and relationship between intrinsic motivation and extrinsic motivation, 4) positive relationship between perceived extrinsic motivation, 4) a a positive relationship between perceived ease of …

Flexible Learning Spaces: The Integration Of Pedagogy, Physical Design, And Instructional Technology, Stern Neill, Rebecca Etheridge

Marketing

To support pedagogical innovation, educators must reexamine physical space. This paper describes a project to redesign an existing classroom into a flexible learning space. The desired outcome was a classroom that would support a variety of pedagogical approaches and learning experiences. The findings, based on data gathered from students and faculty, indicate that the renovated classroom increases student engagement, collaboration, flexibility, and learning. A flexible learning space better enables innovative approaches to teaching and learning when compared to the traditional classroom.

A Replicable, Zero-Based Model For Marketing Curriculum Innovation, Norm A. Borin, Lynn E. Metcalf, Brian C. Tietje

Marketing

As university curriculums inevitably change, their evolution typically occurs through a series of minor incremental adjustments to individual courses that cause the curriculum to lose strategic consistency and focus. This article demonstrates a zero-based approach to marketing curriculum innovation. The authors describe forces of change that led them to completely redesign their marketing curriculum, and they chronicle a replicable process that can be used to develop and launch an extensive transformation of an existing program that is focused yet adaptive. The process includes faculty commitment, consensus, collaboration, and compromise; stakeholder input; points of distinction; unifying themes; intended learning outcomes; instructional …

Cultural Influences In Negotiations: A Four Country Comparitive Analysis, Lynn E. Metcalf, Allan Bird, Mark F. Peterson, Mahesh Shankarmahesh, Terri R. Lituchy

Marketing

Empirical work systematically comparing variations across a range of countries is scarce. A comprehensive framework having the potential to yield comparable information across countries on 12 negotiating tendencies was proposed more than 20 years ago by Weiss and Stripp; however, the framework was never operationalized or empirically tested. A review of the negotiation and cross cultural research that have accumulated over the last two decades led to refinements in the definition of the dimensions in the framework. We operationalized four dimensions in the Negotiation Orientations Framework and developed the Negotiation Orientations Inventory (NOI) to assess individual orientations on those four …

Negotiations In International Marketing, Allan Bird, Lynn E. Metcalf

Marketing

No abstract provided.

Achieving Adaptive Ends Through Equivocality: A Study Of Organizational Antecedents And Consequences, Stern Neill, Gregory M. Rose

Marketing

Confronting complex situations is the hallmark of strategic decision-making. While these situations may be perceived as equivocal, organizations must cope, act, and thrive within such ambiguities. This study explores the manifestation and regulation of equivocality during strategic marketing decision-making. The results indicate that organizations that tolerate ambiguity perceive greater equivocality in problem situations and exhibit greater adaptive behavior; however, the findings come with a caveat: while experienced firms may enjoy these benefits, the situation is more complex for firms with limited product-market knowledge.

Developing The Organization's Sensemaking Capability: Precursor To An Adaptive Strategic Marketing Response, Stern Neill, Daryl Mckee, Gregory M. Rose

Marketing

Effective strategic planning demands that organizations develop an understanding of the forces shaping the situation by engaging the collective efforts and interpretive capabilities of various representatives of the organization. This study investigates the mechanisms by which such an understanding develops and, subsequently, shapes marketing strategy. Specifically, organizations are examined as sensemaking units stimulated by perceived environmental turbulence, cultural open-mindedness, and team functional diversity. These factors are modeled as determinants of an organization's sensemaking capability, which is comprised of communicative, interpretive, and analytical dimensions. This study argues that a developed sensemaking capability increases the potential range of strategic responses and, ultimately, …

Manufacturer Perceptions Of The Consequences Of Task And Emotional Conflict Within Domestic Channels Of Distribution, Gregory M. Rose, Aviv Shoham, Stern Neill, Ayalla Ruvio

Marketing

This study examines manufacturer' perceptions of task and emotional conflict in domestic channels of distribution. Both are expected to depend on three antecedents (centralization, esprit de corps, and communication barriers) and to affect performance relative to competitors and manufacturer's satisfaction directly and indirectly through strategy quality. The results support a positive link between task and emotional conflict and the deleterious effect of emotional conflict on satisfaction and performance.

Cultural Tendencies In Negotiation: A Comparison Of Finland, India, Mexico, Turkey, And The United States, Lynn E. Metcalf, Allan Bird, Mahesh Shankarmahesh, Zeynep Aycan, Jorma Larimo, Didimo Dewar Valdelamar

Marketing

In this era of increased global cooperation, a growing number of negotiators conduct business in multiple countries and, therefore, need access to a systematic comparison of negotiating tendencies across a wide range of countries. Empirical work systematically comparing variations across a range of cultures is scarce. A comparative analysis of negotiating tendencies in five countries is presented. This study establishes the utility of the [Salacuse, J. (1998) Ten ways that culture affects negotiating style: Some survey results. Negotiation Journal, 14(3): 221–235] framework in identifying country differences across five countries, representing five cultural clusters. Significant differences in negotiation orientations both …

The Effect Of Strategic Complexity On Marketing Strategy And Organizational Performance, Stern Neill, Gregory M. Rose

Marketing

While researchers have examined many antecedents of marketing strategy, there is scant research assessing the effect of organizational cognition. In this study, organizational cognition is examined in terms of the firm’s strategic complexity, which is its capacity to integrate multiple environmental dimensions during marketing strategy making. The results from a sample of wholesale distributors reveal four strategic groups that differ based upon their degree of strategic complexity. Results support the proposition that strategic complexity is an organizational capability that enables more effective strategy making and produces superior firm performance.

Interrelationships Among Language Skills, Externalizing Behavior, And Academic Fluency And Their Impact On The Academic Skills Of Students With Ed, J. Ron Nelson, Gregory J. Benner, Stern Neill, Scott A. Stage

Marketing

There is growing interest in understanding the factors that influence the academic achievement of students with emotional disturbance (ED). Structural equation modeling was used to test the interrelationships among language skills, externalizing behavior, and academic fluency and their impact on the academic skills of students with ED. Results showed that language skills exerted a significant proximal effect and distal effect on academic skills.The effect of language skills was mediated through academic fluency (path coefficient = .389) but also had a proximal effect on academic skills (path coefficient = .359). However, externalizing behavior failed to have a statistically significant effect on …

A New Look At Industrial Sales And Its Requisite Competencies, Clifford S. Barber, Brian C. Tietje

Marketing

Although industrial sales is widely discussed in both practitioner and academic circles, no clear definition of “industrial” has been established. We present a definition of industrial sales that distinguishes it from other sales domains, and we draw from a panel of industrial sales executives and a random sample of industrial sales managers to generate and evaluate the importance of a comprehensive list of knowledge, skills, and value competencies that are required for success in industrial sales. Technical competencies, while important, were rated relatively less so than selling- and customer-related competencies. Among other recommendations, we implore industrial sales executives to incorporate …

A Distribution Services Approach For Developing Effective Competitive Strategies Against "Big Box" Retailers, Clifford S. Barber, Brian C. Tietje

Marketing

According to one theoretical approach, the primary economic function of retailers is to deliver products together with distribution services. We use this framework to identify competitive niches for smaller retailers competing against big box stores. We compare the distribution services offered by the Home Depot versus smaller retailers using both in-store measures and consumer perception data, and the relative importance of distribution services as determinants of store choice. The results show that the Home Depot’s superiority in pricing and assortment attracts a significant market, but smaller retailers can secure niche markets by delivering higher levels of ambiance and information.

Integrating The Hofstede Dimensions And Twelve Aspects Of Negotiating Behavior: A Six Country Comparison, Lynn E. Metcalf, Allan Bird

Marketing

In the more than 25 years since Hofstede's seminal work on culture first appeared, cross-cultural research has explored seemingly all aspects of behavior. With regard to cross-cultural negotiating behaviors, there is an embarrassment of riches. As data continue to accumulate, the search for a comprehensive synthesis seems not only appealing as a means of facilitating understanding, but also a necessary element of true knowledge creation. In the following analysis, we relate Hofstede's dimensions of cultural variability to cross-cultural negotiating behavior in six countries. We propose that a careful application of Hofstede's framework to the large body of work on cross-cultural …

Competency Requirements For Managerial Development In Manufacturing, Assembly, And/Or Material Processing Functions, Brian C. Tietje, Clifford S. Barber

Marketing

Organizations that include a manufacturing, assembly and/or material processing (MAMP) functions have become increasingly complex, competitive, and dynamic. These organizations demand increased emphasis on recruiting, developing, and retaining management talent to gain a competitive edge. This paper uses a modified Delphi triangulation approach to identify and categorize first-level MAMP management competencies perceived to be important by three critical stakeholder groups – an expert MAMP upper management panel, first-level MAMP managers who have been employed between one to three years, and business management faculty members. The results identify 14 knowledge, skill, and value-based competencies and three higher-order factors as essential components …

Is The Implicit Association Test A Valid And Valuable Measure Of Implicit Consumer Social Cognition?, Frederic F. Brunel, Brian C. Tietje, Anthony G. Greenwald

Marketing

This article discusses the need for more satisfactory implicit measures in consumer psychology and assesses the theoretical foundations, validity, and value of the Implicit Association Test (IAT) as a measure of implicit consumer social cognition. Study 1 demonstrates the IAT’s sensitivity to explicit individual differences in brand attitudes, ownership, and usage frequency, and shows their correlations with IAT-based measures of implicit brand attitudes and brand relationship strength. In Study 2, the contrast between explicit and implicit measures of attitude toward the ad for sportswear advertisements portraying African American (Black) and European American (White) athlete–spokespersons revealed different patterns of responses to …

An Empirical Investigation Into The Relationship Between Computer Self-Efficacy, Anxiety, Experience, Support And Usage, Mary Helen Fagan, Stern Neill, Barbara Ross Wooldridge

Marketing

Organizations make significant investments in information technology. However, if individuals do not use information system applications as anticipated, successful implementation can be hard to achieve. In order to investigate some key factors thought to affect an individual's use of information technology, this study draws on Bandura's Social Cognitive Theory (SCT), Triandis's Theory of Interpersonal Behavior (TIB), and the computer anxiety literature to develop its conceptual model and research hypotheses. An empirical investigation (n=978) found support for the majority of the hypotheses. As suggested by SCT, experience and support were positively related to computer self-efficacy, and computer self-efficacy was negatively related …

When Do Rewards Have Enhancement Effects? An Availability Valence Approach, Brian C. Tietje

Marketing

It is commonly argued that although rewards induce behaviors, they undermine attitudes and motivation for subsequent action. This perspective has been applied in a consumer setting to suggest that sales promotions such as coupons will undermine consumer brand evaluations and brand loyalty. Instead of focusing on the undermining effects of promotional rewards, this research applies the availability valence hypothesis (Tybout, Sternthal, & Calder, 1983) to predict and explain when rewards will enhance recipient response. Two experiments demonstrate that an immediate reward from a product-related source enhances product evaluations by making favorable information more accessible than unfavorable information. Promotions enhance the …

Support For Computer Users: Concept Development And Measurement, Mary Helen Fagan, Barbara Ross Wooldridge, Stern Neill

Marketing

This study explores how support for computer users can be conceptualized and measured in information systems research. A number of studies have proposed that support for computer users plays an important role in the acceptance and utilization of information technology applications. In these studies, the support concept has been conceptualized in a variety of ways, and the findings have often not been as hypothesized. The paper provides a conceptual framework for understanding support for computer users, and then describes the development of an instrument to measure support for computer users in a business school lab environment. The paper should help …

The Effect Of Store Name, Brand Name And Price Discounts On Consumers' Evaluations And Purchase Intentions, Dhruv Grewal, R. Krishnan, Julie Baker, Norm A. Borin

Marketing

This paper develops and tests a conceptual model of the effects of store name, brand names and price discounts on consumers' evaluations (store image, brand quality perceptions, internal reference prices, and value perceptions) and purchase intentions. The moderating effects of consumer knowledge and prior ownership on the proposed relationships in the model are also explored. A store's perceived image is influenced by the store name and the quality of merchandise It carries. Results also indicate that internal reference price is influenced by price discounts, brand name, and a brand's perceived quality. The influence of price discounts on a brand's perceived …

Creating A Market Orientation, John C. Narver, Stanley F. Slater, Brian C. Tietje

Marketing

A market orientation is a business culture in which all employees are committed to the continuous creation of superior value for customers. However, businesses report limited success in developing such a culture. One approach to create a market orientation, the approach taken by most businesses, is the “programmatic” approach, an a priori approach in which a business uses education programs and organizational changes to attempt to implant the desired norm of continuously creating superior value for customers. A second approach is the “market-back” approach, an experiential approach in which a business continuously learns from its day-to-day efforts to create and …