Marketing Commons^™

The Rearview Mirror And Windshield: Utilizing The Intersection Of Nostalgia And Neophila To Target Today's Consumers", Hannah Lucile Hungate

Marketing Undergraduate Honors Theses

In a technologically-advanced, rapidly-changing business world, successful marketing practice is becoming more and more elusive to the competing corporations. Two popular tactics—nostalgia and neophilia—have been shown to both dazzle and destroy, depending upon their use. These concepts have been utilized by a variety of brands—some of the world’s largest beverage companies, the most popular application of 2016 and air fresheners, to name a few—and have resulted in heavy profits and losses for the companies.

Nostalgia and neophilia in marketing must first be analyzed as individual concepts, each with their own merits and disadvantages, and then viewed as an intersection where …

Nonprofit Marketing Strategy, Marisa Lizana

Marketing Undergraduate Honors Theses

Abstract

This paper explores the new and vague idea of nonprofit marketing. From studies comparing traditional marketing to nonprofit marketing and surveys analyzing the current status of organizations’ marketing plans, we see the gray area that is nonprofit marketing and the lack of research to enlighten us what a successful marketing strategy looks like. Then, I talk about my first-hand experiences working for a nonprofit, what I learned, and what questions and ideas I have regarding the future of nonprofit marketing strategy.

A Business Plan For The Three Barn Farm, Jessica Loechler

Marketing Undergraduate Honors Theses

The Three Barn Farm is a rural wedding venue that offers a personal, intimate experience for those who appreciate the simple beauty of the American countryside. Our mission is to make our home your home on the best day of your life. The name “The Three Barn Farm” reflects the three beautiful fixtures on the land. The first barn is the one-hundred-year-old classic red barn. With recently refurbished wood to capture the barn’s original beauty for years to come, this barn serves as a Pinterest-worthy spot for bridal photos, a welcome area, and many other purposes. The second barn is …

Shop, Compra, 购买: Targeting The Multicultural Consumer, Evelyn Ballesteros

Marketing Undergraduate Honors Theses

Multicultural is defined as relating to or representing several different cultures. In marketing, it is the representation of several cultures in marketing strategies. According to the “The Roadmap to the New America”, the multicultural millennial makes up over 40% of the millennial population. Multicultural consumers hold a $3 trillion buying power. Once brands understand these consumers, they become lifelong consumers. Those brands that fail to understand this consumer risk losing a lifelong consumer. Multicultural consumers are shaping the American culture, taste, and style holding influence over the marketplace. Understanding and creating tactful approaches to reach this market has …

“Why The Anomaly That Is Super Bowl Marketing Is A Justifiable Investment”, Anthony Cole Brothers

Marketing Undergraduate Honors Theses

By now, we have well established that the Super Bowl is the holy grail of marketing, the championship for the battle of the brands, and the ultimate showcase of creative prowess which determines bragging rights. This American phenomenon is the exception, because it’s the one time on the calendar where viewers are mesmerized by commercials instead of tuning them out as noise. There are critical strategic objectives which can be satisfied, revolutionizing the brand in the eyes of the consumer and drastically expanding brand awareness. We know the vast benefits that well-executed marketing schemes can have for companies, especially during …

Why Teens Today Wear The Brands They Wear And How This Is Affected By Reference Groups, Moriah Houser

Marketing Undergraduate Honors Theses

This paper describes and reports the results of a study that examines how teenagers choose to purchase and wear different brands. I wanted to find out if they would be affected positively or negatively towards different brands when they were associated with their membership, aspirational, or dissociative reference groups as well as how a teenager decides what brands are relevant to them or convey what they want to convey about themselves. Through the exploration of friends, hobbies, advertising, social media, situational factors, parents, through interviews, along with the help of many scholarly articles, I was able to find out what …

Getting Hooked On Gnarly Rods, Cody A. Nelson

Marketing Undergraduate Honors Theses

At Gnarly Rods, our objective is to supply builders and fishermen alike with the quality gear, components, and service necessary to catch everything life has to offer. From providing rod building parts, to repairs, to fully customized fishing rods, we are the destination for all things in custom fishing. Conceptualized in 2015, Gnarly Rods will be based out of Springdale, AR, and started by Robert and Cody Nelson, a father and son pair as passionate for fishing as they are family and the influence the outdoors can have in life. As of now, we will be the only two employees …

An Exploration Of Omnichannel Marketing Through Fifa 16, Virginia N. Roman

Marketing Undergraduate Honors Theses

According to Forbes, Omnichannel marketing is a marketing strategy that engages consumers over multiple channels, a strategy reflecting the change in how consumers are willing to engage with companies. EA Sports is a branch of Electronic Arts, an entertainment software company that in the fiscal year of 2015 had a GAAP net revenue of $4.5 billion. EA Sports produces sports related video games including the Madden NFL, Rory McIlroy PGA Tour, and FIFA. Omnichannel marketing is the next frontier and the video game industry is on the rise. At the crossroads of these two is FIFA 16, this year’s installment …

Evaluating The Perception Of Luxury Brands In Today's Marketplace And The Impact Of The Digital Age On These Brands, Mary M. Turner

Marketing Undergraduate Honors Theses

“In spite of the global recession, luxury seems to be everywhere. Luxury is a term that is routinely used in our everyday life: a promise of decadence and a dream of an exclusive lifestyle, a key component of marketing management and a tagline in commercials and advertising campaigns…However, what does luxury really mean? The only consensus on the meaning of luxury is that there is little consensus” (Hennigs et al. 3). For an industry that once presented itself as so exclusive and definitive, it is hard to believe there is such uncertainty in defining this market. Much of this ambiguity …

Entertainment In The 21st Century: Is An Independent Networked Multimedia Production And Promotion Firm A Viable Business Option In The Modern Entertainment Industry?, Alex Mcgowen

Marketing Undergraduate Honors Theses

“Artists are being stifled by the ‘major label’ stance that exclusively demands what’s ours is ours and can only be handled by us. It should be more about creative freedom” (Monstercat Manifesto). Over the past fifteen years, we have witnessed how the internet has changed how entertainment is distributed and consumed. This has led to a change in behavior from major entertainment production firms, and has given way to the surge of independent labels and production houses. Now, entertainers can lead successful careers by reaching their audience through digital platforms, successfully decreasing production and distribution costs. Consumers can find an …

More Ethical – Thai Or American Business Behavior?: Ethical Business Practices And Differences Between Cultures, Michelle Carlson

Marketing Undergraduate Honors Theses

The study and comparison of cross cultural business ethics was conducted specifically in the countries of Thailand and the United States. To study these two countries’ business ethics, a survey was conducted in each country, analyzed, and compared to one another. The research was conducted on a Micro Empirical scale. This approach by definition “hypothesizes the existence of general norms or values and then gathers and analyzes data with a view of determining the extent to which these norms or values prevail in the group surveyed” (Koehn & Leung, 2004). Thailand and the United States are hypothesized in this study …

The Influence Of Direct To Consumer Advertising Of Oral Contraceptives And The Consumer’S Attitudes And Perceptions That Ensue, Olivia A. Till

Marketing Undergraduate Honors Theses

This paper seeks to gain a better understanding of the influence that Direct-to-Consumer Advertising has on the willingness of a consumer to request a prescription of a particular brand of birth control. More specifically, it assesses how willing a consumer is to undertake the risk of potentially serious side effects to gain some advantageous secondary effect. In this case, the promise of clearer skin for mild to moderate acne was the secondary benefit promoted. Participants were given an advertisement for the fictitious brand of oral contraceptive, Ortho TriRegularis. One group received a version with minor side effects, while another group …

The Washington Redskins: A Brand In Crisis, Jonathan Benson

Marketing Undergraduate Honors Theses

Even though it is not new, the debate over the use of the brand and logo by the Washington Redskins has come to the forefront of the collective consciousness. With this debate in mind, I completed a study to answer two questions. Should the Redskins change its brand and logo? And must the Redskins change their brand and logo? In order to complete the study, a survey was conducted with undergraduate students that gathered more than 300 complete responses. After gathering and analyzing the data, I was able to draw conclusions. The first conclusion being that the Washington Redskins should …

Digital Word Of Mouth: Motivating And Engaging Millennials With Shareable Content, Amelia Ashton Adams

Marketing Undergraduate Honors Theses

After conducting a thirty-sixquestion survey among 260 Millennials and holding in-depth interviews with two local business owners, I have explored the aforementioned ideas. Throughout this report I will examine the following themes from the perspective of both the consumer and the brand as they relate to my topic: (1) brand engagement through social media and online platforms, (2) motivation as a means of participation in WOM marketing campaigns, (3) the potential for shareability to propel WOM.

The Effectiveness Of Modern Advertising At Achieving Brand Remembrance, Connor P. Robertson

Marketing Undergraduate Honors Theses

The relationship between aspects of modern commercial advertising, such as use of storytelling, positive and negative emotional factors, and message content, and their effect on achieving correct brand remembrance with the commercial’s viewers was studied. One hundred sixty subjects completed a survey that prompted them to remember the brands associated with five different commercials shown during the 2015 Super Bowl, as well as asked other questions about each commercial and the subjects’ television viewing habits. Results showed that a very small percentage of viewers correctly remembered the brand associated with commercials they had seen, and that this correct brand remembrance …

The Future Of Shrimp: Why Indoor Tank Farming Could Revolutionize The Industry, Nicole M. Daniels

Marketing Undergraduate Honors Theses

“The United States is currently importing 1.2 billion pounds of shrimp a year from Asia. It is cheap to U.S. consumers, but it’s being produced in an unsustainable way. It will stop…and when it does stop there has to be an alternative way to produce seafood” (Hourigan, 2013, p.1). Because the shrimp supply crisis is growing exponentially, it is the job of countries like the United States, who have resources and technology that less economically developed countries do not, to find a sustainable alternative to the current destructive farming practices that are rapidly damaging ecosystems and endangering human health. In …

Student Organization Success: Developing A Business Plan For The University Of Arkansas American Marketing Association Collegiate Chapter, Candace Brooke Gooding

Marketing Undergraduate Honors Theses

This paper explores best practices and original research to develop suggestions for the University of Arkansas American Marketing Association Collegiate Chapter in order to face an upcoming change in officer structure. Previously relying on a class structure for officers, University of Arkansas AMA is transitioning to leadership completely outside the classroom. College students involved in various organizations across the country were surveyed in order to find commonalities between organizations and perceptions of organizations. Similarities, combined with previous literature, were used as a basis for developing recommendations.

Zipcar: Unlocking The Keys To Alternative Mobility For Aarhus University Students And Professionals Of The Community, Natascha D. Bunner

Marketing Undergraduate Honors Theses

Zipcar is a company which has revolutionized the mobility of its users and is currently the world leader of car-sharing networks (Zipcar, 2015). A member of the industry powerhouse, Avis Budget Group, Inc., with operations currently in the United States, Canada, UK, France, Spain, and Austria, Zipcar is looking to expand its market share and total sales internationally. This report sets forth to analyze the potential market of Aarhus, Denmark for Zipcar. The report is essentially a marketing plan for Zipcar to enter the community of Aarhus, Denmark which contains competent cultural, economic, industry analyses for the intended product and …

Is Perception Reality? Evaluating The Country-Of-Origin Effect And Its Implications For New Business Ventures In Costa Rica, Alexandra Michelle Somborn

Marketing Undergraduate Honors Theses

“As travelers, business leaders, employees, parents and consumers, we make decisions related to countries every day: how we describe our identity, where we choose to live, who and where we buy our products from, where we educate our children, where we set up our companies and where we go on holiday…Every time we make a decision informed by an association with a place, it creates the future” (Country Brand Index). For the past eight years, FutureBrand has released a Country Brand Index Report that polls thousands of people worldwide to gather their perceptions of countries and rank the countries according …

Moving Mission Into Action Through Strategy, Lauren Davenport

Marketing Undergraduate Honors Theses

Non-profit organizations across the globe are continuing to increase in numbers. There is a need for these non-profits to develop and utilize strategy in order to thrive in a growing and competitive environment. Although some research exists on non-profit strategy, the research presented here further develops and classifies non-profit strategic typologies through the examination of environmental and human trafficking non-profit organizations. This research focuses on the missions of non-profits organizations and how these respective organizations can see their mission come to fruition through successful strategic implementation. While business strategy centers on profit accumulation, non-profit mission is fixated on the re-installment …

Is Differentiation Better?: Consumer Memory For Online Advertisement Selection, Keri Wood

Marketing Undergraduate Honors Theses

The proliferation of internet content has generated a significant online marketing increase in recent years. While there exists a relatively broad base of knowledge regarding the impact of traditional advertisement structures and their effects on consumer behavior, less is known about the impact of the interactive world of online advertising, particularly video advertising. Research has been done to address the question of identifying a more suitable model for the online video format than a standard pre-roll advertisement. The Pool Lane One of VivaKi found that the most effective model was the ad-selector, which allowed consumers to choose their preference from …

Exploring The Differences Of The Grocery Experience Between Spain And The United States: Is It More Than Just Potato, Patata, Tomato, Tomate?, Madison Dowell

Marketing Undergraduate Honors Theses

With the increasing globalization of the world economy, companies looking to take part in this trend must pay attention to the differences between aspects of their home country and the country in which they are trying to sell products. Being well informed on criteria that could affect the purchase decision of foreign consumers is essential to avoiding self reference criterion and ethnocentrism, or the unconscious referral to and focus on one’s own culture rather than the targeted culture. “Sociologic differences around the world largely outweigh the similarities. People in the global community are influenced and driven by different things. Lack …

The Observing Public's Perception On Individual's Behavior When Pressured With Unethical Decisions, Amanda Hancock

Marketing Undergraduate Honors Theses

This study examines how public perception of individuals pressured with unethical decisions can be dependent on perceived personality traits of the individual. An observer's perception is analyzed through two perspective behaviors: normative (desired) and expected. The two personality traits examined are perceived ambition and perceived individual power distance. Data was obtained for this study from a sample of 152 undergraduate students through a survey where respondents were randomly given one of four manipulated scenarios. The survey measured the respondent's beliefs on what an individual in the scenario should (normative) and would (expected) do when faced with an unethical decision. The …

On Shelf Availability: A Literature Review & Conceptual Framework, Kristie Spielmaker

Marketing Undergraduate Honors Theses

On-Shelf Availability (OSA) is a key performance indicator for the retail industry, greatly impacting profit and customer loyalty. Strong competition in the industry causes retailers and suppliers to put heavy emphasis on improving performance in an effort to satisfy consumers and keep them coming back to their store or product. Over 40 years of research has been done on OSA and its complement, out-of stock (OOS), however very little progress has been made in improving performance in these areas, leading to the belief that gaps in extant research exist. In order to solve the OOS problem, the key drivers of …

The Recession Of 2008: For Better Or For Worse, Kelsy Litchenburg

Marketing Undergraduate Honors Theses

With nonstop discussion about the current recession in the government, news, classroom, social media, and any other type of communication outlet, there is seldom a minute that Americans are not impacted by our current economic condition. Constantly, we are faced with pitfalls of the recession, like job loss and a declining house market, but who is to say that the motion of our economy doesn't follow Newton's third law stating that for every action, there is an equal and opposite reaction? Meaning that for each negative this recession brings, might there also be a positive social effect as well? After …

Drivers Of The Cash Conversion Cycle In Retail: A Test Of Resource Dependency Theory, Katie Mcclellan

Marketing Undergraduate Honors Theses

This study analyzes the role of resource dependency theory in the supply chain, specifically investigating the supplier-retailer relationship. Resource dependency theory attempts to summarize the power-seeking behavior found in interorganizational relationships, as firms attempt to increase their own independence while increasing other firms’ dependence on them. The interdependent nature of a supply chain provides an ideal environment to analyze this type of relationship. In order to assess a firm’s influence over other members, the cash conversion cycle was used as it considers the interlocking nature of the supply chain, since each action taken to constrict one firm’s cycle affects that …

Business And Cultural Implications For Walmart In Spain, Ariel Spencer

Marketing Undergraduate Honors Theses

Technological advances in the modern era have led to the incredible phenomenon of world collaboration, more commonly known as globalization. The whole of the world is behaving increasingly as a single market. Within this massively intertwined economy, companies are facing new challenges of communication, management and adaptation as their reach of business extends across the world. An integral part of conducting business on a global scale is gaining an accurate and well-developed understanding of each area into which the business extends. Therefore, one of the most important factors when entering a new environment is learning to adapt to the cultural …

Advertising And The Influence On Self-Destructive Behaviors With An Emphasis On Childhood Obesity, Kimberly Moffat

Marketing Undergraduate Honors Theses

As self-destructive behaviors are on the rise across society, research is being completed in order to determine links and causes. From binge drinking to over-eating, American society in particular is having negative behaviors become more prevalent and accepted by the media and pop culture. Links to marketing campaigns have definitely been made in the past, but the following research takes a closer look at the direct corresponding link between marketing advertisements and the increase in childhood obesity. An exhaustive secondary analysis of multiple studies and literature helps prove there is indeed an issue with how advertisements are influencing bad eating …

On-Shelf Customer Availability Research: The Effects Of The Day-Of-The-Week, Product, And Category Characteristics On Stockouts, Joseph Lum

Marketing Undergraduate Honors Theses

This paper seeks to examine the causes of stockouts and on-shelf customer availability by examining various product and category characteristics, as well as the day-of-the-week to study their effects on stockouts. Over 8 weeks, data was collected by taking tri-weekly photographs of three product categories at a retail store, and then the data was extracted to a spreadsheet before empirical analysis was done. The results of the study indicated that the probability of a stockout increased when planned facings decreased, the unit price increased, proper on-shelf placement decreased, and when other SKU’s of the same category also stocked out.

Logistics Outsourcing In Brazil And The U.S.: An Institutional Theory Perspective, Maria Barrenechea

Marketing Undergraduate Honors Theses

A crucial goal of manufacturers and retailers is to develop an efficient management of resources in order to ultimately achieve a strategic competitive advantage in the marketplace. Given the current global scenario, supply chain operations, such as the storage and transportation of materials from the shipper's facilities to the end customer, can become very complex and time consuming to manage in-house. Therefore, shippers are encouraged to outsource these logistics operations to third party experts known as 3PLs (third party logistics providers) that support the domestic and global transportation of goods safely, securely and cost-effectively. Moreover, as companies become more global, …