Marketing Commons^™

The Application Of Social Marketing In Reducing Binge Drinking Among Female College Students: An Investigation Of A Third Level College In Cork, Fergus Murphy

Theses

Ireland has one of the highest levels of alcohol consumption in the EU, consuming 10.6 litres of pure alcohol per person in 2003, increasing to 13.4 litres in 2006. This rise in consumption has led to increases in alcohol-related harm and disease, and has resulted in more than 1,775 deaths according to the Health Research Board (Mongan et al., 2007). In general, increases in overall consumption are accompanied by a greater incidence of health and social problems. In addition to the high volume of alcohol consumed by people in Ireland, drinking occasions appear to be strongly related to heavy episodic …

Viral Marketing In Tertiary Level Educational Establishments, Vicky O'Sullivan

Theses

Technological evolutions, principally developments in electronic and digital social media, have introduced new marketing paradigms, such as viral marketing. Viral marketing is a relatively new phenomenon which offers marketing practitioners significant opportunities to reach target audiences in a credible and attention grabbing way.

Students have rapidly adopted new social technologies, and they use these media to enrich existing offline personal relationships that they have with friends within their tertiary level environment. Students have a predilection to forward messages to friends, and value messages they receive from friends. This is because students trust friends, and also believe that friends will know …

Teenage Consumer Behaviour: Factors That Influence Their Purchase Decisions Towards Clothing Brands., Regina Baylor

Theses

This study explores the perceptions held by Irish teenage consumers in relation to branded clothing and investigates the different factors which influence them in their decision-making process. In seeking to expand the understanding of teenage consumer behaviour and the factors that influence their clothing brand choices, this study focuses predominantly on the susceptibility of teenage consumers to peer and reference group influence. This study examines the social and psychological concepts of attributing status, social value and specific purchase intent to clothing brands in relation to teenage consumer decision-making.

This study is therefore interested in exploring the hypothesis that branded clothing …

Ireland: A Branding Phenomenon? An Examination Of "Ireland The Brand"., Sarah O'Mahony

Theses

This study is an examination and assessment of the branding phenomenon, ‘Ireland the Brand’. An investigation into the current image of ‘Ireland the Brand’, was conducted as part of this research study, focusing particularly on the aspects of the brand relating to the foreign direct investment sector (Ireland Inc.), and the Irish tourism industry brand (Tourism Brand Ireland). Many events and aspects of Irish history contributed to the subsequent awareness of the values of ‘Ireland the Brand’. It included the Great Famine, which led to mass emigration, marking the beginning of a substantial Irish community abroad, the Irish diaspora. Also, …

"Assessing The Attitudes Of Regional Business Toward Research And Development (R&D) And Networking Activities In The South West Of Ireland", Denis O'Flaherty

Theses

This project seeks to understand and measure the levels of Research and Development (R&D) and Networking Activity amongst regional business in the South West of Ireland. The South West region of Ireland is a unique and beautiful place, but presents challenges and obstacles in terms of running a business within the region.

It is now generally accepted by policy-makers that Ireland is going to become increasingly dependent upon its indigenous businesses, most of which can be classified as Small-to- Medium Enterprises (SMEs). The question of R&D and networking was framed within the context of location, given the physical characteristics of …

The Application Of Social Marketing In Reducing Road Traffic Accidents Among Young Male Drivers - An Investigation Using Physical Fear Threat Appeals., Brian Harman

Theses

In 2004, the Irish government rolled out its new two year road safety strategy which aimed to reduce road deaths in the Republic of Ireland to no more than 300 road fatalities by 2006. The strategy failed to reach its target. There were 368 road fatalities on Irish roads in 2006. The effects of the penalty points system, which was introduced in 2003, is considered responsible for reducing Irish road fatality figures to their lowest level since 1964 (335 deaths). However the beneficial effects of the penalty points system have proved transitory and road deaths have risen in recent years. …

An Evaluation Of The Effectiveness Of Fear Appeals Used In Road Safety Campaigns, Darren O'Sullivan

Theses

This research project looks at Fear appeals as a method of communication. It is an evaluation of the use of this method based on a number of criteria. These criteria look at differing aspects of fear appeals which form the basis of the evaluation. Issues such as ethics, involvement of the audience, credibility and the level of fear used are all examined in a bid to determine the overall perceived effectiveness of this form of communication.

The first section of the project examines the research question and the objectives which the research hopes to achieve in order to arrive at …

An Examination Of Relationship Marketing Strategies In Department Stores., Suzanne Hanley

Theses

The purpose of this thesis is to examine relationship marketing strategies in department stores. The objectives of relationship marketing strategies are to make customers feel special (Dwyer et al. 1987) to feel as though the company cares for them (Tzokas and Saren, 1997) and wants to satisfy their individual needs (Buttle, 1996). This thesis sets out to ascertain the effectiveness of various relationship marketing strategies adopted by department stores and to generate theory regarding future customer retention strategies for the industry.

Indications of the effectiveness of relationship marketing are derived through qualitative and quantitative methods employed in the study. In …

An Analysis Of Lean Management Procedures In The Irish Audi And Volkswagen Dealer Network, Clive Atkinson

Theses

This study provides an analysis of lean management procedures within Irish motor retailers from the perspective of senior managers working in franchised Audi and Volkswagen dealerships. Richardson (2007) suggests the danger for some organisations operating in good economic conditions is the ability of poor performers to earn healthy profits through little effort, thereby creating a lack of urgency to improve processes within the business. This may be applicable to motor dealerships in Ireland since the advent of the “Celtic Tiger”. Advocates of lean management contend the implementation of lean techniques can increase efficiency within an organisation and create a sustainable …

Towards A Model Of Best Practice: An Irish Perspective On Employee Empowerment, Richard O'Connor

Theses

This dissertation examines the topic of Employee Empowerment within an Irish context. The aim is to provide a model of best practice for its implementation Empowerment is defined as a process whereby: a culture of empowerment is developed, information is shared, competency is developed, and resources and support are provided. Each of the components of empowerment—culture, information sharing, resource provision, and support—is examined in detail. The benefits of employee empowerment are noted and the theoretical foundations of both Employee Empowerment and Internal Marketing are examined in an extensive literature review. A model of best practice is proposed and conclusions, recommendations …

The Impact Of Changing Demographics On Mature Industries, Paul Culloty

Theses

The research plan is to conduct a qualitative questionnaire in order to determine the impact of changing demographics on the Irish telecommunications industry in general, and Eircom marketing strategy in particular. The resulting consumer behaviour analysis will assist in gauging respondent acceptance and utilisation of technology, brand selection and loyalty and effectiveness of corporate marketing strategy as measured by customer acquisition and increased revenue.

Is There A Mass Market For Ethical Fashion In Ireland?, Shirley Quinn

Theses

The following research dissertation was carried out with the intention of solving the question of whether there is a mass market for ethical fashion in Ireland. To answer this question, awareness of ethics in fashion among Irish consumers was investigated, along with general attitudes to ethical fashion, and whether ethics affects fashion purchase behaviour. The research was carried out over the space of six months and comprised a triangulated multi-method approach, consisting of primary and secondary research. Quantitative descriptive research was conducted through a questionnaire and the primary qualitative method used was a focus group. Secondary research took the form …

The Evidence For A Nascent Biotechnology Cluster In Cork, John W. Hobbs

Theses

Over the past 30 years, encouraged by Ireland’s low rate of corporation tax (currently 12.5 %), and active promotion of FDI by the IDA, foreign owned pharmaceutical plants have set up and multiplied in the Cork area. To Ireland’s advantages of a low tax rate, an English speaking population, a pro-business environment and membership of EU, Cork offered the added attractions of a deepwater port and large natural harbour, good freight connections, an international airport, an educated workforce and excellent sporting and leisure facilities for sailing, golf, etc. (Pfizer, Eli Lilly, Novartis, GlaxoSmithKline, Johnson & Johnson and Schering Plough have …

An Investigation Into The Role Of Social Marketing In Preventing Adolescent Drinking., Cian Long

Theses

In recent years, there has been increased concern about the level of alcohol abuse by Irish teenagers. Countless studies have shown that underage drinking is now becoming an epidemic. Up to 100 million young people around the globe are alcohol dependent and another 400 million drink to excess. Research has shown that early onset of alcohol use can lead to alcohol dependency, violence, absenteeism, crime and subsequent health problems. It is estimated that alcohol related problems cost the Irish economy €2.65 billion in 2003. Unfortunately, this alcohol problem is not going to vanish or disappear. Alcohol has become Ireland’s number …

Getting Real About Ebusiness In Ireland : A Marketing Perspective, Daniel Finbarr Sheehan

Theses

Electronic business has been promoted as marking a sea change in the way companies can develop and deliver products and services. Global markets are increasingly accessible in the new digital economy. Ireland, situated on the periphery of continental Europe, appears to be a perfect example of an economy that can benefit from this new medium. This thesis seeks to go beyond the hype in order to examine eBusiness as a marketing channel.

Given the new opportunities made possible by information and communication technology (ICT), it is instructive to investigate the attitudes of marketers to electronic business. An online survey was …

An Investigation Into The Role Of Social Marketing In Preventing Adolescent Drinking., Cian Long

Theses

In recent years, there has been increased concern about the level of alcohol abuse by Irish teenagers. Countless studies have shown that underage drinking is now becoming an epidemic. Up to 100 million young people around the globe are alcohol dependent and another 400 million drink to excess. Research has shown that early onset of alcohol use can lead to alcohol dependency, violence, absenteeism, crime and subsequent health problems. It is estimated that alcohol related problems cost the Irish economy €2.65 billion in 2003. Unfortunately, this alcohol problem is not going to vanish or disappear. Alcohol has become Ireland’s number …

An Evaluation Of The Business Value Gained Through The Use Of Customer Relationship Management And Related Ebusiness Solutions Deployed Within An Irish Enterprise, Catherina Kelly

Theses

The company at the centre of this case study is the Irish registered company Hewlett Packard (HP) European Software Centre (ESC) based in the Ballybrit Industrial Estate in Galway, Ireland. The core operation of the ESC is customer services distribution. For HP ESC, effective customer support and service had become a major strategic focus resulting in the strategic requirement for a Customer Relationship Management (CRM) eBusiness solution.

This case study evaluated the business value associated with HP’s CRM implementation focusing primarily on intangible elements of business value as opposed to the more traditional financial measures of IS/IT evaluations. The research …

Marketing Ireland In The Face Of Adversity., Angela Wright

Theses

This study is an examination of the factors which influence the success or failure of the tourism industry in Ireland. This research incorporates the views, opinions, and commentaries of leading figures in each sector of importance for this key industry within the Irish economy. An examination of various bodies charged with the management of the Irish tourism industry, since its inception as a recognised commercial entity, is included in this study. This research highlights the confusion that has surrounded the constitution, mandate, and nomenclature of these national management bodies in recent times.

A significant finding of this study is that, …

Brand Development By Small Firms, Aoife Hackett

Theses

The thesis explores the process of developing and managing brands. Particular emphasis is placed on how small enterprises gain recognition and acceptance for brands, the obstacles they encounter and how they surmount these obstacles.

In a review of the literature, brand management strategies and the value of brand loyalty to a business were discussed. Brand equity and measurement and measures of brand equity were also reviewed.

Interviews were conducted with large successful firms to discover arrangements and processes they employ to maintain market support, to extend the coverage or application of their brands to new product versions or new segments, …

How To Use Marketing Strategy And Communication For Rekindling A New Life Of The Old Street, Chao-Wang Wang

Theses

History is the record of a community or culture in its past life. It symbolizes the continuation of our lives. Different areas nurtured different cultures and these cultures represent different peoples' ways of life and particular values. Not only does history provide evidence for us to trace and explore our ancestors' footprints, it also gives a blueprint for us to learn lessons and experiences so that we may be able to avoid quarrels and wars, and to create a peaceful world. Therefore history and culture has the functionality of carrying on the heritage to provide a way for the future …

The Effects Of Humorous Advertising On Viewer In Television Medium, Monica Del Carmen Carrera Vergara

Theses

This study will focus on the effects of humorous advertisements in the television medium and its impact on viewers.

Research has established to the importance of humorous advertising in the business world and the effect that it has on consumers ' consciousness.

Humor in advertising is seen as an important factor in the purchaser's process . Also, it is a tool that companies use to create a positive attitude toward the brand.

At this time, humor in commercials is the heavy attribute that gives viewers often pleasures . However, some current uses of humor in commercials do not achieve this …

An Analysis Of Price Discrimination Of Alcoholic Beverages: Marketing Towards African-American Vs. Anglo-Americans In St. Louis Communities, Tamara L. Morrow

Theses

This thesis will focus on the analysis of price discrimination of alcoholic beverages marketed towards African-Americans in St. Louis. Missouri.

Research has indicated that alcoholic beverages cost more in predominantly African-American communities compared to predominantly Anglo-American communities. Previous studies indicate certain factors that play a major role in identifying price discrimination. Some of these factors include social class, type of retail store and brand names and images.

However, an investigation of price discrimination of alcoholic beverages can indicate other reasons why prices are higher in certain areas. The percentage of alcohol and consumer demand in particular areas may pre-determine the …

Kenyatta International Conference Center: A Proposed Marketing Plan, Rose M. Kwena

Theses

This study will focus on analyzing the marketing capabilities of the America's Center and the St. Louis Convention & Visitors Commission (CVC) in the conventions and exhibitions industry, with the aim of preparing a marketing plan to be implemented by Kenyatta International Conference Center (KICC) in Kenya based on the success of St. Louis CVC. The information gathered from researching published data and personal interviews will be used to develop strategies and recommendations.

Kenyatta International Conference Center was not purposely built to host events of large magnitude as exhibitions and conventions. The center was built with public funds by the …

Marketing Planning In Small Manufacturing Firms : An Investigation Into The Theory And Practice Of Marketing Planning By Small Manufacturing Firms In Counties Cork & Kerry., John Patrick Cowman

Theses

As a result of undertaking this study, the researcher hopes to be able to draw conclusions about the practical relevance to small manufacturing firms of the marketing planning concepts set out in marketing literature by writers such as Kotler, McCarthy, MacDonald, Stapelton and others.

This study examines marketing planning in small Manufacturing firms - SMFs - in the Irish Counties of Cork and Kerry.

The essential aims of this study are to try to determine:

(1) How marketing planning is carried out by companies in the target group;

(2) Contrast marketing planning practice among the target population with recommendations for …

The Effect Of Cultural Differences On International Marketing, Lena M. Jones

Theses

This thesis will l focus on the influence that culture and environmental differences have on international marketing.

The world has gone through some major changes within the past several years, especially in the area of marketing. It has become an open marketplace . Even the very concept behind marketing has a different meaning today. For example , marketing was once viewed a s simply selling a product or service. In today's business environment, marketing is more customer oriented . Customer satisfaction is the key element.

Today many companies have ventured into t he foreign markets . Some have gone international …

Provident Counseling Inc.: A Marketing Video, Roberta Holler

Theses

Unavailable.

Product Innovation: The Internal And External Factors That Affect The Revival Of A Medical Diagnostics Product, Jonathas K. Tchen

Theses

This culminating project will focus on product innovation. A product reaches the inflection point of the life cycle curve when the product moves from the growth stage to the maturity stage.

Industrial products are reaching product maturity as fast as technology permits. Its is real world situation for product to reach their maturity stage and either find new growth paths or be deleted, from a companies portfolio.

Product managers are the specialists that are responsible in providing the direction necessary to innovate an industrial product. They must be learn how to coordinate internal factors such as shipping, finance, inventory, marketing, …

Marketing Customer Service Within The Information Movement And Management Industry, Mark Jones

Theses

The goal of this project is to determine what characteristics of the service firms are considered critical to success of vendors within the information movement and management industry.

The first task undertaken was to determine a definition for the information movement and management industry and which firms were major competitors within the industry . The size of the industry in terms of employees and revenues was then estimated. Some of the characteristics of the major competitors were then expanded.

The next activity involved the determination of what factors the information movement and management market members used to select a vendor …

In-Store Marketing Will Sell More Brewers Beer Than Relying On Media Pull Strategy Alone, Ron Muchnick

Theses

The subject discussed in this paper is the value of using in-store marketing techniques to sell more Brewers beer than would be sold by relying solely on additional advertising. This additional advertising would in effect create what is termed media pull in motivating the consumer to buy more Brewers beer. The effectiveness of additional media support was compared to a sales promotion with reseller merchandising and display effort. This comparison was made by conducting two field experiments.

The methodology used was conducting two price promotions on Brewers twelve-packs. Both sample display stores as well as non-displaying control stores were selected …

Marketing Research In The Health Delivery Services: A Proposed Methodology Based On A Case At Central Medical Center, Dyer A. Henke

Theses

Unavailable.