Marketing Commons^™

Y And How: Strategies For Reaching The Elusive Generation Y Consumer, Angela Hughes

Honors College Theses

Generation Y is poised to take over as the largest and most lucrative consumer group for marketers, a position that has long been held by the Baby Boomer generation. Generation Y, however, differs greatly from the Baby Boomers in their consumer behavior. This will lead marketers to have to find new and innovative ways to market to this large market. In finding new ways to market to this generation, marketers must have a clear and distinct understanding of who they are trying to reach. While this information used to be readily available through the use of demographics, since the members …

Harp, Deborah Ann, B. 1956 (Fa 231), Manuscripts & Folklife Archives

Folklife Archives Finding Aids

Finding aid and full-text scan of paper (Click on “Additional Files” below) for Folklife Archives Project 231. Paper: "Dime Store Narratives" written by Deborah Ann Harp for a Western Kentucky University class.

Through The Looking Glass: Singapore’S First Customer Satisfaction Survey, Knowledge@Smu

Knowledge@SMU

The Institute of Service Excellence (ISES) was established by the Singapore Management University (SMU) and Singapore’s Workforce Development Agency (WDA) in mid-2007. In April 2008, following a survey conducted across various sectors and subsectors, the Institute launched the nation’s first customer satisfaction index, known as the Customer Satisfaction Index of Singapore (CSISG). Singapore scored 68.7 out of 100 in the CSISG, lower than South Korea and the United States which scored 72 and 75 respectively.

Give The People What They Want, When They Want It, And They Won’T Sit All The Time: Consumer Behavior In The Online Music Market, Maxwell Mathews

Senior Honors Projects

Since the introduction of the first peer-to-peer file sharing programs in the late twentieth century, sales of traditional music media have plummeted. Sales of CDs peaked in 2000 and have since returned to levels reached in the mid 1990s. The future of music marketing is certainly going to move toward complete online sales. However, online music sales will not increase unless more consumers who illegally download music or purchase CDs and other tangible music products move to online purchases. To determine how to draw more consumers to the online music market, this project attempted to gauge current music consumer behavior …

The Role Of Mascots In Professional Sports, Evangelos Kontaxakis

All-Inclusive List of Electronic Theses and Dissertations

The purpose of this qualitative study was to identify the role of mascots in professional sports. Six participants who met three specific criteria's related to experience, responsibilities and education were interviewed in order to provide their knowledge in three areas: (a) general characteristics of the mascot program such as reasons of why the sport organization created the mascot, why they chose this character, who did the selection and what was the percentage of the annual marketing budget that went to the mascot program, (b) the different roles that the mascot played, and ( c) evaluation process that the sport organization …

Promoting Locally Grown Foods In Schools Through Developed Classroom Curriculum And Foodservice Educational Tools, Meredith F. Carter

Senior Honors Projects

The Massachusetts’ Farm-to-School Project has worked for years to bring local farmers and school districts together. Focused on improving the markets and economic stability of farmers, while also improving the quality of foods available to students, the project implemented the first annual “Massachusetts Harvest for Students Week” during the week of September 24, 2007. As part of Harvest Week, selected schools in Massachusetts purchased and served foods grown and made by local farmers. Marketing materials were used in the participating school cafeterias, and classroom education regarding local agriculture, nutrition, and sustainability was provided. Harvest Week had the potential to improve …

An Empirical Study Of Online Word Of Mouth As A Predictor For Multi-Product Category E-Commerce Sales, Alanah Davis, Deepak Khazanchi

Information Systems and Quantitative Analysis Faculty Publications

The ability to exchange opinions and experiences online is known as online word of mouth (WOM) and has been shown in the literature to have the potential to impact e-commerce sales. The purpose of this paper is to expand previous findings by empirically evaluating the impact of online WOM attributes and other related factors (e.g. product views, promotion, and category) on e-commerce sales using real data from a multi-product retail e-commerce firm. Research has previously shown that the introduction of online WOM on a retail e-commerce site can positively impact product sales. We propose and validate a conceptual model of …

Animal-Companion Depictions In Women’S Magazine Advertising, Patricia F. Kennedy, Mary G. Mcgarvey

Department of Marketing: Faculty Publications

Via a content analysis of 1398 advertisements that include both people and pets and that appeared in women’s magazines over a period of four decades, this study examines the changing roles played by companion animals and the changes in themes used in these advertisements. Considering both the pictures and text, the study codes advertisements for themes, pet roles, whether or not the pet appears on a leash, and the physical location of the pet. These data show the movement of companion animals from outdoor protectors and companions to loved family members sharing all areas of the home with their human …

2008 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2008.

Become A Value Merchant, James Anderson, Nirmalya Kumar, James A. Narus

Research Collection Lee Kong Chian School Of Business

Increasingly held accountable for reducing costs, purchasing and other customer managers don't have the luxury of simply believing suppliers' claims of cost savings. A relatively easy and quick way to obtain savings is for purchasing managers to focus on price and obtain price concessions from suppliers. To enhance their negotiating power, purchasing managers attempt to convince suppliers that their offerings are the same as their competitors, so that they could be easily replaced. In the face of such pressure, suppliers cave in and match competitor prices. Doing business based on demonstrating and documenting superior value is, indeed, a rare commodity. …

구매자와 판매자의 용의가격 차이에 제품유형과 소비자의 목적지향성이 미치는 영향, Sung Youl Jun, Tae Wook Ju, Hyo Ryung Cho

Asia Marketing Journal

No abstract provided.

고객의 지각된 쇼핑경험에 대한 마케팅 이론적 접근, Sung Joon Yoon, Dong Choon Choi

Asia Marketing Journal

No abstract provided.

기업의 수익성과 가치에 미치는 고객만족의 동태적 영향, You Jae Yi, Kyoung Cheon Cha, Cheong Lim Lee

Asia Marketing Journal

No abstract provided.

제3기관 수상 (Award Winning) 광고가 소비자 구매의도에 미치는 영향에 관한 연구, Ho Seong Jeon

Asia Marketing Journal

No abstract provided.

인터넷 쇼핑 중 구매결정 연기가 쇼핑감정과 쇼핑몰 만족도에 미치는 영향, Han Na Kim

Asia Marketing Journal

No abstract provided.

편집위원장임기를 마치며, 상만 한

Asia Marketing Journal

No abstract provided.

Designing A Business Identity, Ashley Masias

Honors Capstones

Capstone submitted as a graduate requirement for the BSU Honors Program.

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.

A Comparison Of The Elements And Principles Of Feng Shui And Its Beneficial Application To Tradeshow Design, Angela Fasciana

Honors Capstones

Capstone submitted as a graduate requirement for the BSU Honors Program.

Effective Marketing Strategies And Implementation Into Homer G. Phillips Apartment Complex Campaign, Jessica Kindred

Honors Capstones

Capstone submitted as a graduate requirement for the BSU Honors Program.

Brand Valuation: Why Measuring The Intangibles Makes Business Sense, Knowledge@Smu

Knowledge@SMU

David Haigh, group chief executive of Brand Finance, is a well known author, speaker and authority on brand and intangible asset valuation. Haigh was the featured speaker earlier this year on the topic “Brand Valuation: What does it all mean to companies?” at the Center for Marketing Excellence, Singapore Management University. Haigh spoke to Knowledge@SMU about the concept of brand valuation, how it is carried out, and why companies need to value brands to meet strategic, due diligence and investor relations goals.

Successful Liaison Marketing Strategies For Library Instruction: The Proof Is In The Pudding, Jamie M. Graham

The Southeastern Librarian

There are many tried and true forms of marketing libraries today. Networking, emailing, calling, and requesting an audience with a department are all common practices. The key to successfully utilizing these practices in your liaison areas is persistence.

Imsa360: April 2008, Imsa Fund

IMSA Fund Reports

Message From the President

As a long-time educator in Illinois, I have admired IMSA’s role as an international leader in developing talent and leadership in science, technology, engineering and mathematics (STEM). I am honored and privileged to now serve as IMSA’s second president.

This first year, I have been meeting with educational leaders and policy makers across Illinois as well as IMSA students, parents, faculty, staff, alumni and donors to solicit ideas and determine our critical needs. From these conversations, I am convinced that IMSA’s service to students, teachers and schools is more relevant and important than ever. The challenges …

Is Firm Trust Essential In A Trusted Environment? How Trust In The Business Context Influences Customers, Kent Grayson, Devon Johnson, Der Fa Robert Chen

Department of Marketing Faculty Scholarship and Creative Works

Customers are influenced not only by how much they trust a company and its representatives but also by how much they trust the broader context in which the market exchange is taking place. In this article, the authors test two rival sociological perspectives regarding the influence of customer trust in the broader context. One perspective proposes that trust in the context replaces trust in individual firms and their representatives. This view suggests that firm/representative trust is not always critical, especially for customers with high trust in the context. An alternative perspective is that trust in the context fosters and legitimates …

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 …

Covert Marketing Unmasked: A Legal And Regulatory Guide For Practices That Mask Marketing Messages, Ross D. Petty, J. Craig Andrews

Marketing Faculty Research and Publications

Masked marketing—one form of covert marketing—involves marketing communications that appear to be from independent third parties rather than from product marketers. This article presents a typology of masked marketing practices, illustrating whether they may be deceptive to consumers. To accomplish this, the authors apply the Federal Trade Commission’s three-part definition of deception (i.e., misleadingness, reasonable consumer, and materiality) in the evaluation of such practices. The article concludes with policy recommendations including areas for further research.

Configuration Of Market Oriented Culture, Organizational Structure And Business Strategy Types And Their Performance Implications In Service Organizations, Omer Gokus

Theses and Dissertations in Business Administration

Understanding how organizations in service sectors create and sustain a competitive advantage in today's highly dynamic environment is of interest to both researchers and managers. It has been suggested that competitive advantages are achieved either by placing a renewed emphasis on delivering superior quality services to customers or by seeking efficiency through standardized practices aiming at the lowest overall cost for superior performance. This dissertation investigates how these strategies are implemented to produce enhanced organizational performance by utilizing both market oriented culture and organizational structure simultaneously. The model and the hypotheses are tested with data collected from 151 service businesses. …

Integration Of Market And Entrepreneurial Orientations; And Their Impact On Export Performance: A Contingency Approach, Ayse Nilgun Kaya

Theses and Dissertations in Business Administration

Globalization has promoted worldwide exporting levels to soar and to account for more than 10% of global activity. Technological advances in information and communication technologies, production methods, transportation, and international logistics have led to the increase in the exporting activity. However, these advances have also resulted in highly competitive and turbulent markets, and sophisticated and demanding customers, which in return has required exporting firms to be both entrepreneurial- and market-oriented.

A review of the market orientation, entrepreneurial orientation and exporting literature revealed three gaps that the dissertation sought to fill. First, the relationship between market orientation and entrepreneurship was not …

Telling Our Story — Case Study Of The Cherokee Nation Cultural Tourism Initiative, Chad Smith

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is a case study of the Cherokee Nation Cultural Tourism initiative: planning began in 2005 and development began in 2008. This initiative resulted from the perceived need to create local employment, provide incentives to continue the culture and language of the Cherokee people, develop social and political good will in and outside of the Cherokee Nation area, enhance the brand of Cherokee Nation gaming and develop long term capacity in entertainment marketing. The opportunities identified included stimulating and reaching higher end Cherokee art and crafts market, encouraging development of more culturally authentic and fine Cherokee arts and craft, offering …

Developing A Software For Pharmaceutical Promotional Meeting Planning, Michele S. Brouse

UNLV Theses, Dissertations, Professional Papers, and Capstones

“How wrong I was!” This admission from John H. Young (Young, 2006, p. 340) relates to his first exposure to pharmaceutical marketing more than 20 years ago. Young states he had been “sent to represent the medical group at a planning meeting of the launch of a new non-steroidal.” He felt competent he could hold his own at the meeting. At the planning meeting, however, as competition, inventories, market segments, inventories, formulation issues, opinion leader development, and public relations campaigns highlighted discussions, Young learned he would out of his depth. He needed to, Young determined, learn about marketing and production …