Marketing Commons^™

Cross Cultural Study Of Food And Consumer Packaged Good Products In A New Market: Case Study In Thailand, Savanna Everett

Honors Theses

This study examines whether there are differences in consumers’ shopping behavior due to cultural orientation. The study uses comparing samples of American and Thai culture on two occasions. Theory suggests that these two cultural groups have dramatically different shopping practices. Thai, raised in a collectivist society that values price consciousness and sophistication in money handling, differ from Americans raised in an individualist society that traditionally do not have the same values (Ackerman and Tellis 2001).

We argue that differences in culture provide the most likely explanation for the differences in prices between the two types of super markets. The overall …

Cross Cultural Study Of Food And Cpg Products In A New Market: Case Study In The United States Vs Thailand, Mariel Dehn

Honors Theses

This study examines whether there are differences in consumers’ shopping behavior due to cultural orientation. The study uses comparing samples of American and Thai culture on two occasions. Theory suggests that these two cultural groups have dramatically different shopping practices. Thai, raised in a collectivist society that values price consciousness and sophistication in money handling, differ from Americans raised in an individualist society that traditionally do not have the same values (Ackerman and Tellis 2001).

We argue that differences in culture provide the most likely explanation for the differences in prices between the two types of super markets. The overall …

Food Marketing Conference, 2017- Student Yearbook, Haworth College Of Business

Food Marketing Conference and Yearbook

Food and CPG Marketing Yearbook

Food Marketing Conference, 2017 - Food And Cpg Marketing Board, Haworth College Of Business

Food Marketing Conference and Yearbook

Overview of Food and CPG Marketing Industry Advisory Board Members

Food Marketing Conference, 2017 - Food And Cpg Marketing Programs, Haworth College Of Business

Food Marketing Conference and Yearbook

Overview of Food and CPG Marketing Programs at Western Michigan University

Food Marketing Conference, 2017- Brochure, Haworth College Of Business

Food Marketing Conference and Yearbook

52nd Annual Food Marketing Conference Brochure March 21-22, 2017

Food Marketing Conference, 2017 - Covers, Haworth College Of Business

Food Marketing Conference and Yearbook

Cover of the Food Marketing Conference Yearbook

Food Marketing Conference, 2017, Haworth College Of Business

Food Marketing Conference and Yearbook

Full 2017 Food Marketing Conference Yearbook. Includes: Program and Speakers, Board Members, Marketing Program Yearbook, and Advertising.

Food Marketing Conference, 2017 - Advertisers, Haworth College Of Business

Food Marketing Conference and Yearbook

2017 Advertisers

Hello Kitty's Long-Standing Cross-Cultural Popularity In The United States And Japan, Melanie Matchette

Honors Theses

Hello Kitty’s success is unique in that the character is popular across the world and has been popular for decades. This paper seeks to determine how Sanrio has gained and maintained success in both the United States and Japan despite their differences in consumers. I will explore the differences and similarities in marketing strategies employed in each country. I develop themes that attempt to explain the success of marketing techniques unique to each country as well as marketing techniques that worked for both countries.

After exploring the reasons behind marketing success in each country, I determine what Sanrio could do …

Marketing Ideas That Could Improve Adoptions And Reduce Return Rates Of Dogs In Shelters In The State Of Michigan, Bryan Klemett

Honors Theses

Dogs have always been something that attracts people’s attention. It is hard to decide whether it is their fur, their cuteness, or their personality that makes them lovable. The area I chose to conduct my research is in marketing. Since dogs are man’s best friend, what other better way is there to do a thesis than on something so lovable? This research entails marketing ideas that could increase adoption rates while reducing return rates of animals at shelters in the State of Michigan.

I chose this topic because as it is stated earlier, I am a dog lover. I have …

Anxiety In The Aisle: A Multi-Channel Study Of The Incongruence Between Wine Consumption And Wine Shopping, Brianna Amat

Honors Theses

The wine industry is extremely fragmented with few manufacturers holding a substantial market share while contending with each other for limited shelf space and shoppers. At the same time, the large selection of wines available challenges retailers and manufacturers to make wine selection and purchase as pleasant and convenient as possible for shoppers.

Retail stores, referred to as “off-premise” are the predominant outlet for purchasing alcohol. Shoppers are exposed to a wide variety of prices, bottle sizes, grape variety, etc., but the traditional in-store displays lack in the most important information for shoppers — how to navigate the aisle and …

Food Marketing Conference, 2016, Haworth College Of Business

Food Marketing Conference and Yearbook

Full 2016 Food Marketing Conference Yearbook. Includes: Program and Speakers Board Members Marketing Program Yearbook Advertising

Food Marketing Conference, 2016- Food And Cpg Marketing Programs, Haworth College Of Business

Food Marketing Conference and Yearbook

Overview of Food and CPG Marketing Programs at Western Michigan University

Food Marketing Conference, 2016- Food And Cpg Marketing Board, Haworth College Of Business

Food Marketing Conference and Yearbook

Overview of Food and CPG Marketing Industry Advisory Board Members

Food Marketing Conference, 2016- Program And Speakers, Haworth College Of Business

Food Marketing Conference and Yearbook

2016 Food Marketing Conference and Program

Food Marketing Conference, 2016- Student Yearbook, Haworth College Of Business

Food Marketing Conference and Yearbook

Food and CPG Marketing Yearbook

Food Marketing Conference, 2016- Covers, Haworth College Of Business

Food Marketing Conference and Yearbook

Cover of the Food Marketing Conference Yearbook

Food Marketing Conference, 2016- Advertisers, Haworth College Of Business

Food Marketing Conference and Yearbook

2016 Advertisers

Preparing And Executing An Effective Sales Call, Mackenzie Wright

Honors Theses

This thesis is written in a business document format. It will have four main sections: Introduction, Preparation, Execution, and Conclusion. Each section will include subsections. I will be discussing my involvement in the International Collegiate Sales Competition (ICSC), which was my thesis project. I will be comparing my participation in the ICSC to the knowledge I gained during my tenure as a Sales and Business Marketing student in the Haworth College of Business.

Any data or information was taken from WMU’s website, the ICSC website, and my knowledge from WMU sales classes.

Competing In The International Collegiate Sales Competition, Christina Cook

Honors Theses

The following report aims to analyze the process that is involved in competing in the International Collegiate Sales Competition. There will be an overview of the selection process and the competition itself and an analysis of the overall performance at the competition. In addition, there will also be an overview of lessons learned by competing along with general suggestions to future competitors and competition coordinators.

Before examining the details of the competition, this thesis will address the Sales and Business Marketing program at Western Michigan University. In addition, there will be models referenced within Western Michigan University’s sales program that …

Does Social Media Help Create Brand Loyalty?, Ali Russo

Honors Theses

Throughout my time at Haworth College of Business, Social Media has been a big topic of discussion. The issue has not been if companies should use it as a tool to reach consumers but how do companies effectively utilize Social Media sites. Companies have two important ways to utilize these sites: the first is to collect data from users, and the second is to create a platform where they can interact and influence purchasing decisions. I wanted to create a thesis that focused on the interaction side of Social Media. Initially, I wanted to see if Social Media would create …

Private Labels Related To Time & Risk Preferences, Darryn Taylor

Honors Theses

Purpose: This paper explores the linkages between demographics, time preferences, and risk preferences of private label food products.

Design/methodology/approach: More than 600 adults were surveyed on their perceptions of private labels, hedonic traits, and impulsive consumption along with their time and risk preferences.

Findings: Time preference and hedonic trait are relevant to consumer’s private label preferences.

Originality/Value: By developing measures on time and risk preferences relating to demographics, this thesis provides more detailed explanations of the consumer’s willingness to use private label brands. The scales that were developed for measuring time and risk preferences have not been previously used in …

Mud Volleyball Tournament Fundraiser Event Supporting The Water Project, Morgan Deboer

Honors Theses

The WMU Mud Volleyball Tournament took place on September 26, 2015 as Autumn Gammon and Morgan DeBoer’s honors thesis project for the Lee Honors College. The tournament was a fundraising event that helped bring awareness to The Water Project, a non-­‐profit organization that is dedicated to bringing clean water systems to communities throughout Sub-­‐Sahara Africa. Held at the Kalamazoo County Expo Center and Fairgrounds, the event brought together Western Michigan University students and surrounding community members for a fun-­‐filled day in the mud supporting a deserving cause.

The event took a great deal of organizing, with planning starting in the …

Project Management Systems Thinking Departamental Upgrade, Madeleine Lakatos Fojtik

Academic Leadership Academy

Student Affairs Marketing Communications provides support services Assessment Results for several Western Michigan University departments. In addition to a strong online Web presence, printed materials continue to be a popular medium for Dining Services, Residence Life, Student Affairs and Children’s Place Learning Center, a primary list of Student Affairs departments marketing does work for. Promotional materials are developed for both new students recruitment and retention of students. Throughout the year, the marketing department develops and designs a variety of projects in print, digital media and for the Web—in fact over 400 per year. The marketing team consists of a marketing …

The Difference Between The On Premise And Off Premise Craft Beer Experience: Implications For The Craft Beer Category, Karen Kalinski

Honors Theses

The differences between the on-premise and off-premise craft beer experience was researched in this study. The original research question was whether there is a relationship between on-premise and off-premise sales of craft beer. After initial research through semi- structured interviews the research questions were revised to three related questions: 1. What are the on-premise and off-premise craft beer experiences?, 2. Is there a significant difference?, and 3. Does the one behavior affect the other in purchasing behavior? Participants included 12 consumers of craft beer ranging from individuals with extensive craft beer experience to relative newcomers to the craft beer segment. …

Managing The Credibility Of A Nonprofit Organization In The Face Of Unexpected Publicity, Regan Crowell

Honors Theses

Ethical conduct of a nonprofit organization was suspected to impact the credibility of the organization as perceived by its stakeholders. This study uses secondary research for three nonprofit organizations in order to gain a closer look at the ethical issues of compensation, conflicts of interest, and the combined issues of accountability and strategic management. The nonprofit organizations discussed are United Way, Susan G. Komen, and The ALS Association. Each faced unexpected publicity, either positive or negative, and managed the organization’s credibility through dealing with one of the named ethical issues. Based on the case studies conducted for the three nonprofit …

Acknowledgements/Image Credits, Molly Lynde-Recchia

Transference

No abstract provided.

Sales Across Cultural Context, Luke Hatfield

Honors Theses

The proposed study was designed to analyze how culture affected sales practices. The models used for analysis in depth were the CLAP model from WMU’s sales program and Hofstede’s cultural dimensions. Brazil, Germany, and China were analyzed and the elements with the largest differences from the United States were compared to the usual procedure of the CLAP model and a suggestion for an adaptation was made based on research findings (See appendix for condensed version).

After the study was complete I came to a conclusion of what steps should be taken by the effective salesperson to expand on this study. …

Don’T Blame The Messenger! Political Advertising, Voter Attributions, And The 2012 Presidential Election, Karen M. Lancendorfer

Faculty Research and Creative Activities Award (FRACAA)

Over the last twenty years, political advertising has surpassed news and other traditional political sources as the most important source of voting information. Its role has been increasingly critical to election outcomes, as party-based campaigns have been transformed into media-based ones. Political ads work to set the public agenda for a campaign and help candidates shape the impressions voters have of them. Given the effect on public policies and elected officials that voting decisions have, it is important to understand how campaign advertising influences voter attitudes and behaviors.

As political advertising has grown, a substantial body of research has considered …