Marketing Commons^™

Why Do Shoppers Shop?, Ronald E. Goldsmith, Leisa Reinecke Flynn, Ronald A. Clark

AMTP Proceedings 2010

The purpose of the present study was to assess the relationships between three potential motivators of shopping behavior with a measure of attitude toward shopping. Data from 306 US student consumers were collected via an online survey. Reliable and valid scales operationalized the constructs. The results showed that shopping appears to be motivated in part by a desire for status, by materialism, and by brand engagement in self-concept. The results also showed women like to shop more than men do and that the relationships among the variables differed between men and women, suggesting that each gender is motivated to shop …

Fitting X-Bar Chart To The Traditional Transaction Surveys Analysis, Usama A. Saleh

AMTP Proceedings 2010

Traditional transaction surveys such as service feedback cards (SFCs) are widely embraced by different service organizations to measure a service quality or to assess customer satisfaction with specific transactions. This paper pursues to apply the statistical quality control technique of -chart (X-bar) to analyze the scaled collected data of these SFCs. The proposed method establishes the control limits to what is being measured for meeting the managerial objectivity of monitoring, controlling, or improving a service performance.

Business Literature: A Cross-Disciplinary Approach To Marketing Education, Nancy L. Bush

AMTP Proceedings 2010

This paper looks at a course for marketing majors developed to examine literature in

several areas of the business disciplines that are relevant to marketing professionals-to- be. The Association to Advance Collegiate Schools of Business (AACSB) and potential

employers have increasingly suggested that the integration of learning rather than functional silo-oriented learning is the preferred andragogy for business schools, providing students with soft skills as well as technical expertise that are needed for the contemporary employment environment. In examining the then existing traditional General Education Requirements (GER) for Wingate University, the faculty assembly considered ways to increase such cross disciplinary …

Practitioner Implications On Sample Frame For Single Language Products, Joe Schwartz

AMTP Proceedings 2010

When a marketing research project is undertaken in a single language the potential for bias through misrepresentation of those who do not speak the language is always an inherent risk. That bias can greatly increase in a market with a significant population that does not speak that language. In practice there are a small number of U.S. markets that can be significantly impacted when addressing this concern. The author identifies the conditions under which this bias can be so great as to skew results. The author extends this to show how the bias can be a significant factor in marketing …

Ethics In Retail Buying And Sales: Perceptions Of Future Retail Personnel, David J. Burns

AMTP Proceedings 2010

Unlike many other industries, collegiately educated individuals pursuing a career in retailing often find themselves involved in both buying and selling activities and/or interacting with those who do during their careers. As a result, policies enacted by a retailer which affects one of these two environments will likely affect the other. Perceptions of potentially ethically troublesome situations and practices in buying were found to be strongly related to perceptions of potentially ethically troublesome situations and practices in selling. The only exceptions concern socialization between retail salespeople and their peers and/or management, and whether vendors service small accounts. It appears that …

Projecting Integrity: Online Branding For Nonprofits, Lisa Witzig, Perry Haan

AMTP Proceedings 2010

Internet usage has grown precipitously in the last decade, and the implications for marketing are deep and profound for nonprofit organizations. Web sites and online social networking are becoming increasingly important for nonprofits, and the concept of brand personality is another powerful marketing technique that enhances these organizations’ marketing strategies. This study examined the intersection of online branding, brand personalities, and nonprofit organizations, and assessed whether the presence of online branding techniques at a nonprofit’s Web site is associated with a donor’s perception of the nonprofit’s personality. The results of the study demonstrated that online branding is significantly important for …

Identifying Potential Student Blood Donors By Personality Traits, Harold Ogden, Brian Mascarenhas, Milen Minchev, Emilie Pelletier, Ryan Slanley

AMTP Proceedings 2010

A convenience sample of 149 university students was surveyed on their attitudes and behaviors toward blood donation and with a scale of twenty four personality trait items. These items reduced to a seven- factor structure. The data were divided into two groups of high and low-likelihood of blood donation which were compared on factor means. Differences were seen on the “Concern for Others” and the “Down to Earth” factors although not all items in a factor were different and differences were seen in some non- significant factors. Applications of these finding are suggested.

Prisoner Recidivism: A Question For Social Marketing, Joseph R. Stasio Jr.

AMTP Proceedings 2010

Our society is today grappling with a myriad of social, political and economic problems in a time of greatly reduced and very costly resources. All of these problems are connected, in some way, with each other. It is the very nature of societies and this interconnectedness must be understood and appreciated, because, if left unheeded, the consequences can be quite dramatic.

With the advent of social marketing, society now has proven methods of effectively attacking these problems to create many types of desired social changes. Prisoner recidivism is just such a problem. It has intense social, political and economic ties …

The Influence Of Increasing Transaction Price To Facilitate Direct Charitable Contribution On Consumer Product Choice, Michael Levens

AMTP Proceedings 2010

The study of embedding direct charitable contributions into a purchase transaction through increasing product price can enhance opportunities for charitable organizations to proactively approach companies with cause marketing proposals. Typically the case for cause marketing is built on goodwill and the potential for future revenue or profits for the partner company. If increasing product price to include a direct donation can be shown to possess consumer utility, business cases for cause marketing activities are enhanced for all parties involved. The basis for this research is the convergence between the concepts of cause marketing, individual giving, donation behavior, the shopping process …

Effectiveness Of Price Bundling In An Entertainment Setting, Raj Arora, Charles R. Stoner

AMTP Proceedings 2010

This study examined the effectiveness of price bundling and whether that effectiveness varied by the discount format utilized. Exploring a movie-dining bundle in the entertainment setting, the study revealed that the bundle was preferred over individual item purchases. Mixed results were noted for the format preferences, and these are addressed in the discussion.

Municipalities And University Athletic Departments: The Collaborative Funding Of Capital Improvement Projects, James W. Satterfield, Tony Franklin, Jennifer Horace, April Flint, Mike Godfrey

AMTP Proceedings 2010

This panel takes three papers and details how municipalities and universities can collaborate, develop, and market policies that subsidize collegiate athletic capital improvement projects and improve both groups. Each paper uses either resource dependency theory or interpretive policy analysis as theoretical frameworks to explore how local governments and universities can add value to their environments, while improving the lives of their constituents. While this kind of community project is not new the difficulties rest in getting people to agree to an additional tax levy. Each paper on this panel communicates the multiple advantages and disadvantages associated with approving and marketing …

The Psychodynamic Limits Of Fractured Relationships: When Emotional Tensile Strength Is Broken, Mary F. Mobley, Micheal C. Mobley

AMTP Proceedings 2010

The Special Session will address factors that lead to the disintegration of once strong partnerships and alliances and outline the psychodynamic limits that lead to fractured relationships. Behavioral constructs employed in a psychiatric medicine setting will be discussed relative to their heuristic value in strategic relationship management setting. Further, the concept of emotional tensile strength will be explored.

Dimensions Of Event Quality Associated With High School Football Games: Scale Development, Kevin K. Byon, Matthew Ziemnik, Eddie Lam, James J. Zhang

AMTP Proceedings 2010

The current study was the first attempt to develop a scale that measures high school football event quality that could lead to sport consumption. With continued improvement of the scale, the EQS-HSF has great potential to be a valuable marketing tool to examine sport consumption behavior associated with high school football games.

Revolutionizing The Market: Electronic Branding Strategies Within Ncaa Fbs Athletic Departments, Coyte G. Cooper, Richard M. Southall, Matthew Cooper

AMTP Proceedings 2010

Increasing competition for the discretionary dollar of sport consumers has created an environment where sport organizations are forced to find strategies to differentiate themselves from the competition (Mullin, Hardy, and Sutton, 2007; Ross, 2007). One rapidly growing platform that sport organizations are now utilizing is e-branding. However, segments of the sport industry are in the infancy stages of developing long- standing practices for communication via new technology (de Chernatony & Christoudoulides, 2004). The purpose of this study was to explore the technologies that Division I FBS athletic departments (N = 64) implement to build their brand image with consumers. The …

Preparation For An International Sport Event: The Promotional Strategies Of 2009 Kaohsiung World Games, Steve Shih-Chia Chen, Ronald Dick, Ashley Mcnabb, Yin-Chu Tseng

AMTP Proceedings 2010

This study presented administrative and marketing-related information on Kaohsiung City’s preparation for the 2009 World Games. The presented information was allocated through an extensive literature review on secondary sources, personal interviews, and observations from fall of 2008 to summer of 2009. Promotional strategies and activities, projected financial and sales data, reports on constructions, and issues and challenges related to the Games were further analyzed. The study further discussed the “not-for-profit” approach that was practiced by many East Asian Countries to gain international recognition and promote patriotism while hosting a major sport event.

Assessing Sport-Sales Training Effectiveness: Development Of A Baseline Sample, Richard M. Southall

AMTP Proceedings 2010

The majority of entry-level positions within the sport industry fall in the area of sales. Yet, only recently have sport-management programs begun to offer courses devoted to sales education and training. The discipline of sales provides an ideal opportunity to incorporate experiential-based learning. While several recent articles have examined the application of experiential-learning based learning to courses focused on ticket sales, this article presents the results of the first systematic assessment of such courses’ effectiveness. Specifically, this paper presents the results of evaluation of sales-training programs that incorporate Southall, Nagel, LeGrande, and Han's (2003) metadiscrete experiential learning model and the …