Marketing Commons^™

Smart Meter Technology And The Effects On Grocery Retailers, Cara Cremeans

Honors Theses

This study investigates the relationship grocery retailers have with their utility company and the smart meter technologies that will be implemented in their grocery stores in the near future. I engaged in background research and conducted qualitative interviews of several Chief Executive Officers and owners of local grocery supermarkets, as well as a contract Chief Financial Officer who works closely with small grocery retail stores. For each interview, the men were asked a series of questions relating to sustainability, smart meters, and store operations.

Saving money at grocery retail stores does not notably come in the form of energy consumption, …

Behavioral Intervention To Reinforce Correct Youth Employee Behavior At A Nonprofit Boy Scout Summer Camp: A Case Study, Joshua Kallen

Honors Theses

A reinforcement plan was implemented to improve employee adhesion to set parameters in performance at a 24-hour employment scenario. The reinforcement plan successfully negated the extinction effects of the contingency across the 4 week quasi-experimental period which showed improvement compared to qualitative baseline data. These findings suggest that the reinforcement plan, rather than punishment contingencies, is a more effective tool for encouraging employee participation in activities which participation is aversive.

Fashion Adoption Behaviors Of Women In Manhattan Related To Spring 2012 Apparel Fashion Trends, Nicole Powell

Honors Theses

The purpose of this study is to look at the spring trends for 2012 and then compare them that to what the women of Manhattan are actually wearing, during the same season. I wanted to understand how women were adopting the fashion trends from Spring 2012 and turning them into part of their own self-identified style. I went on a research trip to New York City from May 6th to May 12th and spent a great deal of time, on the streets, observing and taking pictures of what real Manhattan women are wearing. For this project, I focused on four …

Behind The W: Brand Ambassador Program, Diana Berkshire Hearit

Academic Leadership Academy

Increasing awareness of and appreciation for WMU, as understood and promoted through our brand, is part of the University’s Strategic Plan. WMU employs more than 3,000 faculty and staff – and each plays a key role internally and externally in promotion of that brand.

The Behind the W program was conceived as a way to bring clarity and consistency to the WMU brand and voice. It also was seen as a means to help increase faculty and staff understanding of their role in communicating the WMU story.

A “brand” is an amalgam of our reputation, our people, and our vision …

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

Consumers' Attitudes Towards Traceability Of Food And Meat Products, Kulmani Rana

Honors Theses

The purpose of this research is to survey consumers on their support for Radio Frequency Identification tags on fruit and vegetable containers and their willingness to pay for traceability of meat products. Ironically, there is no single universally accepted definition of traceability. There is evidence that the US has fallen behind its major trading partners in terms of implementing a nationwide food traceability system. Researchers in the past have concluded that consumers' WTP for traceability increases significantly when bundled with additional assurances. There is real concern among consumers about implementation of traceability systems in food as well as meat products. …

The New Meaning Of Marketing: How Branding Changed The Fashion Industry, Leah Shesky

Honors Theses

PowerPoint presentation discussing the changes to the fashion industry and the move towards branding and marketing.

Food Marketing Association: Fund Raising Task Force, Miranda K. Owen

Honors Theses

The objective of this project was to develop a sustainable fundraising program for the Food Marketing Association, a Western Michigan University student organization, which would not only provide income to the organization but provide an educational experience for the students. The concept was to contact a food manufacturer or marketing group and offer the resources of the student organization to introduce and test one of their new products on WMU's campus in exchange for a donation to the organization. The following report summarizes and outlines the process followed in order to obtain this position.

Easy: An Integrated Marketing Communications Program For The City Of New Orleans, Brett Rogers

Honors Theses

The following is an integrated marketing communications program for the city of New Orleans entitled "Easy." The paper outlines the history of the marketing of New Orleans, as well as the city's current goals. A detailed summary of the current market is provided with detailed demographics and beliefs held, as well as the segmentation variables that will be used within the "Easy" campaign to define the targeted audiences. The PRIZM NE segmentation system is used to better define the target markets of the campaign. Broadly defined, the two targeted segments of the campaign are: 1. younger families with children who …

The Sales & Business Marketing Program: Should Anyone Buy What We Are Selling?, James Eckert, Steve Newell

Assessment Grants

No abstract provided.

Marketing Research For Western's Panhellenic Council, Julia Renee Williams

Honors Theses

The Greek system began at Western Michigan University in 1916 with debate societies. These organizations were recognized as national organizations in the 1950s. In recent years, the Greek system at Western Michigan University has seen a decline in its membership, as well as in the number of students participating in the recruitment process. In 1997 there were 28 social Greek organizations, but as of spring 2005, there are 23. With interest diminishing, a marketing research project was conducted to determine why people are no longer interested in women's fraternities and what might draw people to them. A series of 70 …

Young Singles: A Look At The Grocery Shopping Preferences Of A Unique And Underestimated Market, Survey & Analysis, Kelley Steinhofer

Honors Theses

Single person households make up a substantial percentage of the total U.S population. More than 102 million people aged 15 and over were not married in 2003. On a household basis, 48.5% of U.S. households were not headed by married couples. Some of these households are "nonfamily" which excludes single parent households according to U.S. Census Bureau definitions. Most studies that examine a specific demographic group have focused on households with children and mature consumers because their purchasing behaviors are highly predictable and easily obtainable. Very little research currently exists on the market of young, single adult consumers. This study …

A Study Of Customer Satisfaction With Products And Services Offered By The Bernhard Center, Heidi L. Haskins, Dana Hasselback, Kimberly Heffel, Dean Seales, Amanda Wartchow

Honors Theses

The purpose of this report was to conduct research for the Bernhard Center. The objective was to determine student and faculty/staff perceptions of the Bernhard Center. It also served to facilitate possible suggestions for ways to renovate or replace existing areas with facilities that better serve the population of Western Michigan University. The Bernhard Center is a popular place on campus for WMU students, faculty, and staff, as well as community members to eat, study, hold meetings and events, and socialize. In an effort to maintain or increase the appeal of the Bernhard Center among these groups, while at the …

Children's Attitudes Toward Television Advertising: A State Of The Art Review, Heidi L. Haskins

Honors Theses

The issue of children and advertising came to light in the 1970s and has continued to be a topic of much discussion ever since. In started in the 1970s when the Action for Children's Television petitioned the Federal Communications Commission (FCC) to eliminate all commercials from children's TV programs. Then in January 1973, the major networks agreed to reduce commercial time in children's weekend programs from 16 minutes an hour to 12 minutes an hour. In 1991, the Better Business Bureau estimated that children in the U.S. watch an average of 3.5 hours of television every day, and the average …

A Comparison Of Print Advertisements To Corresponding Web Sites: Are Marketers On Target, Sarah Jo Sautter

Honors Theses

Technological advances constantly make lives easier and information more accessible. Marketers seek the best ways to communicate with their prospects. This means keeping pace with technology, and being a pioneer in the industry. The Internet is one communication medium growing in popularity among marketers. As a new advertising medium, companies rush to beat their competitors, and many others follow. As a result, Web addresses are found in traditional media like television, radio and especially print.

The Value Of Subliminal Advertising To The Modern Marketer, Bruce Peckover

Honors Theses

This paper provides an evaluation of the arguments and evidence advanced supporting and denying the effectiveness of various subliminal techniques used in advertising. These practices supposedly influence consumer behavior by subconsciously altering attitudes or preferences toward products. While researchers offer some marginal evidence of subliminal stimuli influencing like/dislike reactions, the marketing relevance of the evidence remains to be documented. This investigation examines the history, use, legality, and value of subliminal advertising to the marketer. A thorough discussion of each of these points is made with reference to documented sources. The intent of this paper is not to deny the existence …

The Attitudes Of Illinois Petroleum Jobbers About The Marketing Of Propane, Dale E. Houston

Honors Theses

The study considers several hypotheses: the percentage of Illinois petroleum jobbers marketing propane will increase due to the fact that propane sales increase profitability, the Illinois propane market is expanding because it is less expensive than gasoline, fuel oil sales are decreasing because propane furnace installation is cheaper than oil furnaces, and propane furnaces are less expensive to maintain and operate.

National Food Brokers Association Members Communicate Attitudes About Women Working In Food Brokerage Positions, Dennis S. Moore

Honors Theses

The purpose of this study is to identify the attitudes of the National Food Brokers Association Members in the East North Central states about women working in the food brokerage positions of retail sales representative, sales supervisor, and sales manager. This study examines three hypotheses: (1) The small percentage of women in these positions is due to unawareness of the job titles and opportunities available, (2) The small percentage of women in these positions is due to the fact that top management believes male employees are more effective in relating to principles than women, and, (3) The small percentage of …

A Model Public Relations Plan For The K-12 Clintondale Community Schools Based On The Results Of A Survey Of Community Attitudes, James Caudill

Masters Theses

No abstract provided.

Television Advertising And Children, Vince Delange

Honors Theses

Thesis begins by examining the learning and cognitive processes and development of children, followed by a history of advertising to children, then explores the traditional concerns with advertising to children. The author discusses research findings and makes recommendations regarding advertising to children.

Employment Opportunities For Marketing Graduates: A Mail Survey Of The 500 Largest U.S. Industrial Corporations As Listed In The Fortune Directory 1962, Max L. Densmore

Masters Theses

Preface

The industrial corporate community is the source of employment for many business school students upon graduation. This study is concerned with finding where one classification of business students, the marketing majors, will be fitted into the corporation ranks through the offer and acceptance of employment.

The investigator wishes to express his appreciation to the many persons who extended their assistance by providing materials and data for the completion of this study.

Dr. Robert B. Trader of the Department of Marketing deserves special mention for the invaluable help and guidance he so willingly gave.

Factors Which Caused Changes In The Marketing Practices Of The Sutherland Paper Company In The Period 1950-1960, Leslie C. Eaton

Masters Theses

Introduction

The purpose of this paper is to examine and discuss changes in the marketing practices of the Sutherland Paper Company during the period from 1950 to 1960.

In order to examine and discuss the changes which have taken place it is necessary to examine the history of the Boxboard Industry and the Company to set the scene in its proper perspective.

Folding cartons have become very much a part of our lives, our culture, so that they are quite taken for granted much as we take our use of electricity or running water for granted.¹

In their daily …