Marketing Commons^™

An Analysis Of Perceptual Gaps Among Chamber Management, Chamber Member Contacts, And A Proxy Sample Of Chamber Member Employees: An Attempt To Improve Marketing Efficacy, Paul J. Costanzo, Janelle E. Goodnight

Atlantic Marketing Journal

Decreases in membership for a local chamber of commerce led the authors to conduct research to assist them in determining why they have been experiencing difficulty with business organization memberships within the last few years. This paper presents findings from an exploratory study that examined perceptual gaps on a series of factors that the authors believe when identified, may lead to improved marketing efficacy. Chamber management, chamber member contacts, and a proxy sample of chamber member employees for a local chamber of commerce completed surveys to assess the level of consistency among their perceptions of value added benefits of chamber …

A Modified Framework Of Service Encounter Types For The Application Of Relationship Marketing In Services, Gary D. Futrell

Atlantic Marketing Journal

Many firms believe that the best way to inculcate loyalty and retain customers is to establish connections with them through relationship marketing. Unfortunately, only about half of the firms surveyed in a recent study indicated any level of success with it. The significant attention directed toward service classification suggests legitimate differences among service types that may moderate the effectiveness of relationship marketing efforts. This paper proposes a typology of service interactions that takes into account three critical dimensions of relationship marketing: anticipated future interaction, channel of interaction, and customer involvement. Corresponding propositions are offered to guide further research.

Negotiating Stances Used With Minority Suppliers: A Research Note, Alicia D. Cooper Ph.D., Rodney L. Stump Ph.D.

Atlantic Marketing Journal

While new ways of organizing exchange have become prominent in business-to-business markets, the function of corporate minority supplier purchasing programs in this changing organizational environment has received scant attention. Specifically, the extent to which the present structure of minority supplier purchasing programs enhances -- or deters -- the creation of strategic partnerships, impacts the way buyers and suppliers interact, and ultimately determines the efficacy of these exchange relationships has not been sufficiently addressed in the literature. The present study examines the relationship between the minority supplier categorization (versus those not classified as such) and the negotiation stances that purchasing agents …

Does Thin Always Sell? The Moderating Role Of Thin Ideal Internalization On Advertising Effectiveness, James A. Roberts, Chloe' A. Roberts

Atlantic Marketing Journal

Much of the current focus on the use of ultra-thin models in fashion magazines can be attributed to Madison Avenue which still operates under a “Thin Sells” ethos. Research to date, however, has provided equivocal evidence of the efficacy of thin models in advertising (Yu 2014). The present study’s two related objectives include: (1) determining whether model size has an impact on advertising effectiveness, and (2) if internalization of the thin ideal moderates this relationship. Study results suggest model size in fashion advertisements has no main effect on advertising effectiveness. Additionally, thin ideal internalization moderates the model size – advertising …

Supply Chain Managers And Risk Behavior: Testing The Sitkin And Pablo Model, Willie Frank Thompson

Doctor of Business Administration Dissertations

The frequency of supply chain disruptions is increasing and the resulting costs amplify with the growth of supply chain density and complexity. Supply chain managers serve a pivotal role in ensuring continued firm competitiveness and success. Having the right person whose risk preferences, propensity to take risks, and history dealing with risks match the needs of the company is important. A foundational study performed by Sitkin and Pablo (1992) proposed a conceptual model focused on specific predictors of risk behavior from the individual, organizational, and problem-related perspectives. Questions still remain to the validity of the model given that it has …

Differing Effects Of Goals On Sales Control Systems And Multifaceted Job Satisfaction, Anne Gottfried

Doctor of Business Administration Dissertations

This research empirically explored the differing effects of both quantitative and qualitative goals on sales force motivation in the context of sales force control systems and the various facets of job satisfaction. An interactive sales controls–goal systems model was presented with the objective of more clearly understanding what is going on inside the black box. Relevant to this study was capturing all seven facets of the INDSALES scale. Given the limitations of global measures of job satisfaction, this investigation more fully explained the relationships among types of sales force control systems on multifaceted job satisfaction than what currently exists with …

Financial Services: A Taxonomy Of Consumer-Focused Selling Activities And Sales Positions, Linda Joie Hain

Doctor of Business Administration Dissertations

The financial services industry has come under close scrutiny in the past several years resulting in a much different and more highly regulated environment. These regulatory changes impact the way a salesperson interacts with customers in the banking industry. Currently, the financial services industry accounts for almost half of the country’s nonfarm, commercial profit. No prior sales taxonomy has been conducted for individuals in the financial services industry that are involved in selling. This study utilizes the NAICS subcodes 522, 523, and 524 to understand and classify the consumer-focused sales activities that characterize the financial services industry. Using an established …

The Conceptual Foundations Of Relationship Marketing: Review And Synthesis, Jagdish N. Sheth, Atul Parvatiyar, Mona Sinha

Faculty Articles

The present review is devoted to a rapidly developing area of marketing — relationship marketing. The authors suggest that the conceptual foundations of it are not currently well developed but forecast that it will transform into a discipline in the near future. They outline two approaches to the definition of relationship marketing and provide their own definition, emphasizing such aspects as collaboration, creation and enhancement of value for those who are involved in relationships. The authors trace the origins of relationship marketing, describing the importance of a range of factors that contribute to the increasing importance of relationship marketing today, …

Predictors Of Enrolling In Online Courses: An Exploratory Study Of Students In Undergraduate Marketing Courses, Renee J. Fontenot, Richard E. Mathisen, Susan S. Carley, Randy S. Stuart

Faculty Articles

An exploratory study of undergraduate students enrolled in marketing courses at a Southeastern regional university was conducted to determine the motivations and characteristics of marketing students who plan to be online learners and examined for differences between those who have taken and those who have not taken online classes. An online survey of Likert scales, openended questions and demographic questions was sent via class learning management websites. A total of 165 students of the 438 invited to participate completed the survey. A structural model was developed using SMART-PLS to estimate the relationships of constructs that predict taking online courses. Results …

A Comparative Analysis Of Training, Mentoring And Coaching In The Sales Environment: Evaluating The Impact Of Personal Learning On Role Ambiguity And Organizational Commitment, Shalonda K. Bradford

Dissertations, Theses and Capstone Projects

The move towards a more knowledge-intensive sales market has increased the complexity of the sales job. Salespeople must continuously learn and grow to meet the evolving demands of the job. A critical concern for organizational leaders becomes identifying learning strategies to encourage salespeople to apply what they learn. Researchers have advanced multiple studies on the learning needs of salespeople, yet there is not a consensus as to the most effective mechanisms to increase learning transfer in the sales environment. To determine which knowledge tools better prepare the sales force for success, this study investigates whether training, mentoring and/or coaching is …

The Franchisor/Franchisee Relationship: The Antecedents And Outcomes Of Perceived Franchisor Support, Mary Kay Rickard

Dissertations, Theses and Capstone Projects

Franchising is an organizational system that provides the franchisor with needed capital for expansion and the franchisee with expertise and knowledge to operate a local outlet (Windenhausen & Joyce 1977). It is, therefore, one of the approaches firms are turning to in order to increase their business. Franchising is more complex than a traditional business relationship because it is legally binding (Bernstein 2004). Moreover, the complexity of this relationship warrants a closer look from the perspective of the franchisee since it is the franchisees’ perception of the work environment which has an effect on their motivation and satisfaction with the …

Reducing Cheating Opportunities In Online Test, Dale Varble

Atlantic Marketing Journal

Abstract

This paper focuses on reducing cheating opportunities of online test assessment. Increasing use of online test in all course presentation formats (online, blended/hybrid or facilitated) has elevated faculty concerns of cheating. Efforts by educators to reduce cheating have been ongoing and with some success but, as the results of a study reported here more is needed.

Two sections of a course, one online and one onsite were offered the same semester, with the same instructor, syllabus, textbook and tests. The online students took all tests online. The onsite students took all exams online except the last two tests and …

Designing Experiential Learning Projects For Teaching Marketing Courses, Intekhab (Ian) Alam

Atlantic Marketing Journal

Business schools are putting more emphasis on the improvement of teaching and learning methods to better prepare their graduates and meet the industry demands. This improvement has been sought through the use of face to face teaching approach blended with industry projects and experiential exercises. This study reports on a similar effort initiated in teaching the international marketing course in an undergraduate business program. An experiment is conducted in which a combination of face to face classroom and experiential learning project is used. Through this experiment, the author describes a semester-long, international marketing project that is structured to elicit active …

Virtual Study Abroad: A Case Study, John Lipinski

Atlantic Marketing Journal

Over 90 percent of US universities sponsor study abroad programs. Students are encouraged to engage in such programs to enhance their educational experience and increase their global awareness in our interconnected world. However, despite these efforts, students who engage in such programs are a rarity. Only 1% of US students pursue a study abroad experience each academic year. In order to address this and make key aspects of the study abroad experience available to a wider range of students, two professors decided to link their classrooms, separated by 5,102 miles, via teleconference and create a virtual study abroad class.

The Investigation Of Product Involvement In Shopping Behaviors Among Male College Students, Jung-Im Seo, Grace W. Namwamba

Atlantic Marketing Journal

We investigated the clothing shopping behaviors of male college students. This study is significant because there is limited published research on the shopping behavior of male college students in the area of two correlative product involvement and store type and yet, there is a large increase in market share of male apparel products. Male college students (n=285) were surveyed via questionnaire. MANOVA and ANOVA were used to analyze the data. This research revealed that male college students are highly concerned about their physical appearance and clothing. The findings of this study demonstrate that male college students have unique …

Forecasting Demand: Sensitivity Analysis Of Financial Assumptions Using Ms Excel, Gary B. Roberts, Kirk C. Heriot

Atlantic Marketing Journal

According to research on entrepreneurship education, the creation of a business plan is the most popular teaching method (Solomon, 2007). Textbooks in the field will often have a chapter devoted to the contents of the business plan and separate chapters about important elements of a business plan such as marketing, finance, and operations. Instructors must prepare their students for arduous task of writing all of the parts of the business plan within a team.

One of the most challenging aspects of a business plan is the financial projections. Clearly, if an entrepreneurial team intends to present their plan to a …

A Sound Idea: A Theory-Based Synthesis And Explanadum Supporting The Use Of Music In Marketing Strategy, Anthony H. Kerr, Neel Das

Atlantic Marketing Journal

A review and synthesis of research literature regarding the role and influence of music on advertising effectiveness and in-store shopper moods and behavior is presented. A conceptual model is presented, with strong theoretical support found in classical conditioning, information processing, involvement, and mood states literature. The authors posit that a retailer should use a dual, concomitant music strategy as a component of an overall advertising and in-store marketing promotion plan. This strategy is presented in what the authors refer to as the Music Affect Model. While using the positive affects of music on consumer purchasing behavior as its core source …

Like It, Love It, Or Gotta Have It: Relating Materialism And Attachment, Rebecca Dingus

Atlantic Marketing Journal

No abstract provided.

A Process-Focused Method To Accelerate Sales Skill Development, R. Charles Viosca, K. Chris Cox

Atlantic Marketing Journal

Role-play scenarios have long been used for developing selling skills. This paper examines how role-play scenarios affect the learning process and proposes an innovative, process-focused method for accelerating skill development. Drawing insights from Cognitive Load Theory, it is hypothesized that complex role play scenarios—while perhaps more realistic—inhibit initial skill development. Alternatively, simpler scenarios make it possible to increase cognitive load germane to the selling process, and accelerate development of selling skills. A preliminary test of this hypothesis provides support for the process-focused method. The paper includes suggestions to further increase the effectiveness of the process-focused method.

The Moderating Role Of Mindfulness In New Product Evaluation, Mary E. Schramm, Michael Y. Hu

Atlantic Marketing Journal

Mindfulness has the potential to affect new product evaluation since consumers with a higher propensity for mindfulness are more likely to notice and accept differences between existing and new products. This research references piecemeal/category-based processing theory to study the moderating effect of individual mindfulness on information processing in the presence of product category knowledge. We find that mindfulness does not have a direct effect on processing style. However, mindfulness does moderate the relationship between product category knowledge and processing style. Understanding underlying factors during information processing provides important insights for marketers as they implement marketing strategies.

Predicting The Presence Of Chief Marketing Officers (Cmos) On Top Management Teams And The Moderating Influence Of Cmo Presence On The Relationship Between Firm Visibility, Market Power, And Industry Orientation And Firm Performance, Laurie Renee Hodge

Dissertations, Theses and Capstone Projects

In response to increasing demands on firm performance, organizations have attempted to become more consumer and market responsive by adopting industry conventions, such as appointing a chief marketing officer (CMO) to the top management team (TMT). However, scholarly research on the presence or absence of a CMO, and the relationship between the presence of a CMO on the TMT and firm performance is nascent and conflicting. Thus, the purpose of these studies was to address these issues. First, using institutional theory I empirically examined the conditions of firm visibility, firm market power, and industry orientation to predict CMO presence / …

Innovating The Marketing Curriculum: Establishing An Academic Major In Internet Marketing, Betty J. Parker

Atlantic Marketing Journal

No abstract provided.

Electronic Reverse Auctions (E-Ras): Professional Selling And Purchasing Students' Reflections E-Sourcing Principles, Jacqueline A. Williams, Kathryn Dobie

Atlantic Marketing Journal

No abstract provided.

Sequential Course Integration Strategy For Client-Based Project Success, Dora E. Bock, E. James Randall

Atlantic Marketing Journal

No abstract provided.

Service Learning Across Disciplines And Countries, M. Meral Anitsal, Ismet Anitsal, Bonita Barger, Ismail Fidan

Atlantic Marketing Journal

No abstract provided.

Sixty-Seven Students, One Baseball Park And Eight Hundred Fans: Experiential Learning In Marketing, Dennis Bristow, Garth Harris, Rajesh Gulati, Kenneth Schneider

Atlantic Marketing Journal

No abstract provided.

Experiential Learning In Second Life: A Simulation In Retail Management, Christy Ashley, Sharon Kibbe, Susan Thornton

Atlantic Marketing Journal

No abstract provided.

Teaching Dynamic Competition In Marketing, Shelby D. Hunt, Sreedhar Madhavaram

Atlantic Marketing Journal

No abstract provided.

Teaching A Blended Supply Chain Management Course To Marketing Majors, Ahren Johnston, John Kent

Atlantic Marketing Journal

No abstract provided.

Successfully Supersizing Marketing Instruction: A Comparison Study Of Instructional Delivery Modes For Principles Of Marketing To Mega-Class Sizes, Carolyn A. Massiah, Rebeca Perren, Ronald E. Michaels

Atlantic Marketing Journal

No abstract provided.