Marketing Commons^™

온라인 상거래 수용에 관한 통합적 확장, 양환 임, 세훈 박

Asia Marketing Journal

No abstract provided.

Mushroom Marketing: A Case Study In Marketing At Mellow Mushroom Pizza Bakers Downtown Chattanooga, Jeffrey R. Rummer

Honors Theses

This paper and the research within was written to address the specific issue of understanding the college student market and its attitudes towards Mellow Mushroom of Chattanooga. The end use of this paper is to develop marketing communications for Mellow Mushroom that are factually based and best reach the college student market in Chattanooga. Four objectives were defined as critical: (1) to measure UTC student attitudes towards Mellow Mushroom, (2) to compare Mellow Mushroom with local competition, (3) identify ways to attract students, (4) describe the college market. These objectives were used to develop a 54-question survey that was administered …

A Distribution Services Approach For Developing Effective Competitive Strategies Against "Big Box" Retailers, Clifford S. Barber, Brian C. Tietje

Marketing

According to one theoretical approach, the primary economic function of retailers is to deliver products together with distribution services. We use this framework to identify competitive niches for smaller retailers competing against big box stores. We compare the distribution services offered by the Home Depot versus smaller retailers using both in-store measures and consumer perception data, and the relative importance of distribution services as determinants of store choice. The results show that the Home Depot’s superiority in pricing and assortment attracts a significant market, but smaller retailers can secure niche markets by delivering higher levels of ambiance and information.

2004 March, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for March of 2004.

Entry Mode And Performance In A Transitional Economy: A Framework For Foreign-Invested Enterprises In China, Howard Davies, Jin K. Han, Namwoon Kim, Jae H. Pae

Research Collection Lee Kong Chian School Of Business

A conceptual framework is developed, bringing together entry mode, the influence of state officials, and the adoption of a customer-driven orientation in order to explain the performance of foreign-invested firms in a transitional economy. The model is tested on a sample of firms in China across eight provinces and cities, spread across the relatively developed South Coast, the Central Belt formed by Shanghai and the Yangzi basin and the less-developed North and West. We find that the decision to enter through a joint venture reduces the customer focus of the enterprise. Contrary to expectation, however, we find no positive relationship …

2004 February, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for February of 2004.

Culturally Influenced Marketing Practices Between The United States And Germany With Methods Of Integration, Michele Faris

Honors Capstone Projects and Theses

No abstract provided.

Online Qualitative Research In The Age Of E-Commerce: Data Sources And Approaches, Nikhilesh Dholakia, Dong Zhang

College of Business Faculty Publications

With the boom in E-commerce, practitioners and researchers are increasingly generating marketing and strategic insights by employing the Internet as an effective new tool for conducting well-established forms of qualitative research (TISCHLER 2004). The potential of Internet as a rich data source and an attractive arena for qualitative research in e-commerce settings—in other words cyberspace as a "field," in the ethnographic sense—has not received adequate attention. This paper explores qualitative research prospects in e-commerce arenas.

URN: urn:nbn:de:0114-fqs0402299

Teen Health Web Sites, Carol Watwood

DLPS Faculty Publications

Teens, like other age groups, often use the World Wide Web to search for health information. The health-related needs and interests of teens differ somewhat from other age groups. Good health Web sites for teens are hard to construct. Health Web sites for older teens may include content inappropriate for some school and library settings. No single site can be recommended overall. The age of users and the setting in which the information is to be used are important considerations.

A Comparison Of The Consumer Decision-Making Behavior Of Married And Cohabiting Couples, Karen Prodigalidad Calpo

Theses Digitization Project

While studies exist that compare the different dynamics between cohabitation and marriage, few studies focus on comparing the consumer decision-making process of both types of unions.

Delivery Of Services To Welfare-To-Work Clients: A Marketing Perspective, Joan Dardanelle Rudder

Theses Digitization Project

The State of California has adopted a "Work First" policy, where welfare recipients are required to find any type of job prior to any type of assessment or training. This research looks at how the State can achieve better results by using marketing techniques, as well as known concepts of consumer conformity and compliance.

Restaurant Industry And Marketing Plan For Studio Thai Restaurant, Yingluck Pitisom

Theses Digitization Project

This project focused on restaurant industry analysis, start-up requirements, planning decisions, human resource management and restaurant marketing strategies. A marketing plan has been developed for the purposes of opening Studio Thai in the near future.

The Study Of Customer Share Marketing, Wathanee Sethapan

Theses Digitization Project

This project will describe the nature of customer share marketing, its advantages and disadvantages. The project discusses how the marketing theme is graduating customers from market share marketing to customer share marketing and the use of customer share marketing to retain and grow existing customers.

The Marketing Plan For "The Truck Ladder", David Roman Pusczewicz

Theses Digitization Project

This is a research study on a product, the Truck Ladder, that allows the user to get in and out of the bed of a conventional pick-up truck. (The Truck Ladder is an invention that secures the ladder to the tailgate of the truck.).

Comparing Marketing Policies In Nippon Professional Baseball And The National Fooball League: Lessons For Japanese Sports Teams, Noboru Oshima

Theses Digitization Project

This study compares the U.S. National Football league (NFL) and Nippon Professional Baseball (NPB). The goal of the study is to develop recommendations for the rebuilding of NPB's popularity in terms of marketing policy practices after the efficiency of both leagues is analyzed.

The Advertising Plan Of Toyota Camry For Toyota Motor Thailand Co. Ltd, Ampika Kosumapa

Theses Digitization Project

The purpose of this study is to target the efforts of Toyota Motor Thailand to create an effective advertising plan for the Camry.

Irish Marketing Review, Vol. 17, No. 1 & 2, 2004, Unknown

Issues

The Irish Marketing Review deals with issues, developments, research and practice in marketing.

Human Nature: An Economic Perspective, Vernon L. Smith

Economics Faculty Articles and Research

An economist writing on the topic of human nature is surely expected to talk about decision making by narrowly self-interested rational agents.

Annual Report 2003-2004, Imsa Fund

IMSA Fund Reports

Acting on beliefs...stepping up for IMSA. That is what you have done, and we truly appreciate your support.

Gifts and grants from the private sector advance and support IMSA program needs that cannot be funded in other ways, seed innovation and enable IMSA to pilot promising new initiatives. They also support the operations of the IMSA Fund, activities of the IMSA Alumni Association and the IMSA Parents Association Council, not to mention unexpected opportunities and emergency needs that arise. Unrestricted gifts are especially important because they provide the most flexibility for allocation where the need is greatest.

In FY04, the …

The Moderating Roles Of National Culture And The Country Institutional Profiles On The Effect Of Market Orientation And Entrepreneurial Orientation On The Performance Of Banks In Jordan: An Empirical Investigation, Musa A. Dwairi

Doctoral Dissertations

The primary purpose of the study was to extend Jaworski and Kohli's (1993) market orientation (MO) model in the banking industry of Jordan. Specifically, the study (1) added entrepreneurial orientation (EO) as a second mediating variable with market orientation, (2) incorporated national culture and country institutional profile as moderators on the performance effects of MO and EO, and (3) replicated other relationships in the market orientation model of Jaworski and Kohli in the banking industry of Jordan. These moderating variables explained some of the discrepancies in the direct performance effects of MO and EO observed in international contexts.

To accomplish …

2004 January-August, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to August of 2004.

Public Posting As A Strategy To Increase Walking: A Worksite Intervention, Rayleen Earney, Timothy J. Bungum

Environmental & Global Health Faculty Research

Because most American adults do not meet recommended physical activity guidelines, the need for new and innovative strategies is apparent. The current study employed public posting in an attempt to increase walking behavior in a worksite setting. Pedometer generated data was publicly posted in a prominent location in the worksite. In our study that utilized a pre-experimental design, we found that walking steps were statistically higher during the intervention and in a post intervention period as compared to the baseline data. We conclude that the public posting of physical activity data has the potential to increase walking behavior.

2004 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for January of 2004.

Effects Of Presentation Duration On Source Attributions Of False Memory And The Importance Of Backward Associative Strength, Mia Deangelis

Honors Capstones

No abstract provided.

Lodge Selection And Satisfaction: Attributes Valued By Ecotourists, Robert D. Mackoy, Gregory E. Osland

Scholarship and Professional Work - Business

Although the ecotourism literature is growing rapidly, few researchers have systematically examined how ecotourists select and evaluate lodging alternatives. Understanding lodging attributes of importance to ecotourists is the first step in modelling lodge selection and satisfaction processes of interest to both managers and researchers. We report on the results of two studies designed to gather such attributes. Study 1 uses e-mail survey responses from dedicated birders, while Study 2 uses data from on-site interviews with visitors at ecolodges in Mexico, Costa Rica, and Ecuador. The two most-commonly mentioned attributes in both studies were “proximity to natural areas” and “cost.” These …

An Economic Model Of Permission Marketing: Win-Win-Win Relationship Building Among Marketers, Isps, And Internet Users, Anca C. Micu, Yan Jin, Clyde H. Bentley, Glen T. Cameron

WCBT Faculty Publications

A model is proposed for ISP customers to accept e-mail marketing in exchange for a discount on the Internet fee. Adherence to the model appeared to vary with age, number of e-mails received per day, and with the amount of the current fee. Authors recommend marketers send fewer, better-targeted, and personalized e-mails.

Partitioned Pricing: Can We Always Divide And Prosper?, Bidisha Burman

LSU Doctoral Dissertations

Research on partitioned pricing suggests that separating the surcharges from the base price of the advertised product may lead to a more favorable effect on consumers' evaluation of the offer compared to a combined presentation of the base price and the surcharge. In this dissertation we propose that partitioned price presentation may not always result in positive outcomes vis-à-vis combined presentation of prices. We propose that consumers' need for cognition and the perceived reasonableness of the surcharge are likely to influence their evaluation of partitioned versus combined prices. Based on cue diagnosticity, Persuasion Knowledge Model, and Characterization-Correction Model we develop …

Integrating The Hofstede Dimensions And Twelve Aspects Of Negotiating Behavior: A Six Country Comparison, Lynn E. Metcalf, Allan Bird

Marketing

In the more than 25 years since Hofstede's seminal work on culture first appeared, cross-cultural research has explored seemingly all aspects of behavior. With regard to cross-cultural negotiating behaviors, there is an embarrassment of riches. As data continue to accumulate, the search for a comprehensive synthesis seems not only appealing as a means of facilitating understanding, but also a necessary element of true knowledge creation. In the following analysis, we relate Hofstede's dimensions of cultural variability to cross-cultural negotiating behavior in six countries. We propose that a careful application of Hofstede's framework to the large body of work on cross-cultural …

Forging Relationships With Services: The Antecedents That Have An Impact On Behavioural Outcomes In The Life Insurance Industry, Srinivas Durvasula, Steven Lysonski, Subhash Mehta, Buck Peng Tang

Marketing Faculty Research and Publications

The extent to which service quality is linked to satisfaction, value and behavioural outcomes continues to be debated in the literature. This research investigated two models involving the linkages between service quality, satisfaction, perceived value, repurchase intention and willingness to recommend to others. The life insurance industry was chosen as the industry for investigation since it is virtually a pure service with little tangibility and high credence properties. Data were collected in Singapore in response to concerns about broadening understanding of these variables cross-culturally. Results of path analysis indicate that service quality has an indirect relationship with behavioural outcome measures …

Scoreboards Vs. Mortarboards: Major Donor Behavior And Intercollegiate Athletics, Jeffrey L. Stinson, Dennis R. Howard

All Faculty Scholarship for the College of Business

In an era where intercollegiate athletics departments are increasingly reliant on and successful in obtaining charitable donations, three fundamental questions surrounding charitable contributions to educational institutions were empirically examined. Who gives to educational institutions in support of academic and athletics programs? Does the improved performance of athletic teams influence both types of giving to educational institutions? Does increased giving to athletics have a negative impact on charitable giving to educational programs at the same institution? An in-depth analysis of donor behavior at a major public university revealed that contrary to popular assumption, both alumni and non-alumni made gifts to both …