Marketing Commons^™

A Content Analysis Of Advertising In Magazines Directed At United States And United Kingdom Seniors, Ray Markham Smith

Theses and Dissertations in Business Administration

The seniors (55+) market is a growing, attractive market. While this market represents almost one-fourth of the total population in the United States and is slightly higher in the United Kingdom today, this segment is projected to grow to approximately one-third of the population over the next quarter century.

Relative to their proportion of the total population, seniors, and especially women, have historically been underrepresented as general advertising models. When seniors are portrayed, they are often used in supporting roles or in a negatively stereotyped manner. While the aging process is associated with declines in mental and physical capabilities, and …

An Empirical Analysis Of The Critical Determinants Affecting Commitment And Performance Of The U. S. Firm In The South African Market: Apartheid Versus Post-Apartheid, Sonja Pollard Mitchell

Theses and Dissertations in Business Administration

Recognized by the U.S. Chamber of Commerce as one of the world's Big Emerging Markets (BEMs), South Africa has received vast attention from potential foreign investors (IRRC 1994) and has been recognized by scholars as an excellent base for research (Hofmeyr, Templer and Beaty 1994). Unfortunately, little is known about the export behavior of the foreign firm in South Africa (Calof and Viviers 1995) given the country's history of political, social and economic instability.

This dissertation is an effort to increase the understanding of the factors that contribute to the commitment and overall market performance of U.S. firms in South …

An Empirical Investigation Into Significant Factors Of Moral Reasoning And Their Influences On Ethical Judgment And Intentions, Janet K. Mullen Marta

Theses and Dissertations in Business Administration

This dissertation is a partial test of the Hunt-Vitell (1986, 1993) general theory of marketing ethics, which, along with previous tests of the model and other empirical and theoretical work, serves as the basis for this research. The dissertation model is the most comprehensive test of Hunt-Vitell to date, in the sense that it tests variables at almost every stage of the ethical decision making process described in the Hunt-Vitell theory.

The sample was obtained through a mail survey of American Marketing Association (AMA) practitioner members. Empirical testing was carried out through correlation and regression analysis. Of the seventeen hypotheses, …

Psychological Influencers Of A Consumer's Innovative Propensity: A Cross-Cultural Examination, Angela D' Auria Stanton

Theses and Dissertations in Business Administration

The purpose of this effort was to focus on measuring the psychological characteristics (specifically perceived risk, dogmatism, fatalism, self esteem, empathy, and cognitive complexity) of the innovative consumer. In order to assess the various relationships and interrelationships that exist in the psychological determinants of innovativeness, a structural modeling approach was employed. The model was also tested in a two country setting in order to determine its robustness cross-culturally. The innovative behavior measure focused on a single domain, the Internet, since innovativeness does not typically overlap across product categories (e.g. Gatignon and Robertson 1985).

Overall, the results of the test of …

First Mover Advantage: An Industrial Buyer Behavioral Perspective, Howard G. Ling

Theses and Dissertations in Business Administration

Contemporary order-of-entry research has shifted from econometric investigations to research grounded in quasi-experimental and empirical consumer behavior studies. In the marketing literature, Carpenter and Nakamoto (1988), Kardes and Kalyanaram (1992), and particularly Alpert and Kamins (1992, 1994, 1995) have examined the role of consumer behavior as a potential explanation of first mover advantage. However, little or no research has been devoted to an understanding of pioneer advantage as it relates to industrial markets.

This dissertation investigated the effect of order of entry on the attitudes of industrial purchasing managers. Six major hypotheses were proposed to examine the cognitive beliefs, attitudes, …

The Convenience Orientation Of Services Consumers: An Empirical Examination, Patricia Kramer Voli

Theses and Dissertations in Business Administration

The growth of the convenience industry suggests that time-scarce consumers represent an important potential target market for firms that offer time and/or effort saving attributes in their product offerings. The research contained herein addresses a gap in the marketing literature by examining a proposed series of relationships involving household expenditures for "convenient services." These proposed relationships were captured in a "Conceptual Framework of Convenient Services Consumption" which synthesized the various existing theoretical conceptualizations relating to convenience consumption and the number of factors said to influence consumers' convenience orientation. Specifically, this study sought to profile the convenience oriented services consumer by …

Measurement Of Perceived Service Quality Of Selected Dental Specialists, David P. Paul Iii

Theses and Dissertations in Business Administration

Although consumers find it difficult to evaluate the quality of healthcare services in general and dental services in particular, they do make such evaluations. The most widely accepted measurement scale for service quality is SERVQUAL (Parasuraman, Zeithaml and Berry 1988). A more parsimonious alternative to SERVQUAL, SERVPERF, has also been developed (Cronin and Taylor 1992). Previous research comparing these two scales in the setting of adult patients of general dentists concluded that SERVPERF accounts for significantly more of the variance in perceived service quality than does SERVQUAL (McAlexander, Kaldenberg and Koenig 1994). This dissertation extends this line of research to …

A Study To Determine The Effects Of Marketing Occupational Experience On Urban Secondary Marketing Teachers' Perceptions Of Curriculum Priorities, K. Denise Threlfall

Theses and Dissertations in Urban Services - Urban Education

The purpose of this study was to determine the significance of marketing occupational work experience on urban marketing teachers' prioritization of curriculum content areas delivered through instruction. This study tested a hypothesis of difference, using the variable of years of experience in marketing occupations as the catalyst for four research questions. By identifying the effect of occupational experience in marketing and its relationship to the prioritization of curriculum content for urban secondary marketing programs, the importance of occupational experience on curriculum content could be explored from an educational viewpoint.

This research assessed seventy-five secondary marketing educators and a twelve member …

Extreme Response Style, Irvine Clarke Iii

Theses and Dissertations in Business Administration

The objective of this research was to understand the effect of culture on Extreme Response Style (ERS) for cross-cultural marketing efforts employing Likert type scales. Growth in quantitative cross-cultural marketing research has brought alternative methodological considerations, like ERS, to the forefront of attention, since, traditional inferential statistics used in group comparisons become confounded by this systematic bias. Marketers comparing groups with differing degrees of response style may incorrectly make claims based on observed differences that are strictly attributable to cultural ERS. Therefore, the specific objective of this dissertation was to relate ERS to culture, Likert response formats and to demonstrate …

Values In Transition: The Case Of Modern Mexico, Howard Stanley Hart Iii

Theses and Dissertations in Business Administration

The purpose of this dissertation is to explore the changes in the cultural values of individuals from one traditional society who have been exposed to socialization agents generated by a more modern, developed society. The country chosen for this study was Mexico. Mexico has recently experienced an increase in U.S. business, education, and media-based activities, partially as a result of NAFTA. It seems reasonable to expect that Mexicans may be shifting their individual values and perhaps modifying their consumption-related behavior as a consequence of this increase in cultural contact. Given that Mexico has individuals representing the very rich, the middle-class, …

The Relationship Between Machiavellianism, Self-Monitoring, And Adaptiveness To The Performance Of Real Estate Sales Professionals, Dianne Broman Eppler

Theses and Dissertations in Business Administration

The focus of sales management is on insuring the success of the corporation by selling its goods or services. The most significant impact on the firm's success is the ability of the sales force to perform. Research to determine what makes a successful salesperson is extensive; however, the results are inconsistent and disappointing. In light of the significant financial impact the sales force has on the firm, additional research that identifies determinants of sales success is necessary.

The purpose of this dissertation was to examine the relationships between personal characteristics and sales performance. Specifically, Machiavellianism, self-monitoring, and adaptiveness were hypothesized …

Understanding Collaborative Writing Of Technical Proposals With A Process/Product Model, Frank Joseph Greco

Engineering Management & Systems Engineering Theses & Dissertations

Group work creates concerns with respect to performance, collaboration, and conflict management. Writing technical proposals creates appropriate settings for gaining insight into work group efficiencies and project conflict. The research involved different work groups preparing responses to Federal Government solicitations. A proposed Process/Product model was applied to create a new framework and perception of the technical proposal development effort. There exists a rich dialectic between the forces of Process, (how the effort is accomplished), and, Product, (what the effort will produce.) The investigation attempted to learn if the P/P model provides explanations for project conflict during technical collaborative writing.

The …

Materialism And The Self, Kathleen Shirley Micken

Theses and Dissertations in Business Administration

Materialism has been called the most significant macro development in modern consumer behavior. Despite its importance, research about the construct is rather new. Two scales have been developed to measure materialism, one proposed by Belk, the other by Richins and Dawson.

The purpose of this dissertation is threefold. First, it extends the materialism research program by investigating the relationship between materialism and one's self concept. Hypotheses which drive the research posit that people who are more materialistic have lower self-esteem, are less likely to be self-actualized, are extrinsically rather than intrinsically motivated, and are likely to be high self-monitors. The …

Export Marketing Development Program Selection, Albert Phillip Bianchi Jr.

Theses and Dissertations in Urban Services - Urban Management

The purpose of this study was to determine if there is an arrangement of export development programs which could be utilized by state agencies to best serve the economic and social policy goals of states.

Quantitative and qualitative techniques were employed in conducting this research. Descriptive information was gathered from surveys of state export development agencies. A Delphi methodology was used to gain consensus from public managers about program goals and program effectiveness.

The research demonstrates that there are primary goals which states pursue, such as employment generation and providing exporter assistance, for which certain export promotion activities are considered …

Marketing Higher Education To Mexican-Americans: Identification Of Successful Marketing Strategies And Tactics, Cynthia Gale Coiner

Theses and Dissertations in Urban Services - Urban Education

In this study, a comprehensive set of successful marketing strategies and tactics for the recruitment of Mexican-Americans into four-year colleges and universities was identified. A taxonomy of findings ranging from very successful to not successful was developed. The methodology included focus groups conducted in Los Angeles, California and San Antonio, Texas to aid in the creation of survey instrument items. The resulting survey was mailed to admissions directors of four-year colleges and universities located in the six southwestern states of Arizona, California, Colorado, Nevada, New Mexico, and Texas.

The responses were analyzed by computing frequencies and crosstabulations. Subsequently, factor analysis …