Marketing Commons^™

Determining Consumer Interest In Georgian Wines, Julie Ann Inderbitzen

Agribusiness

This study was done in order to determine if there is a demand in California for wines originating in the Eastern European Country of Georgia. A survey was used in order to collect primary data from 100 respondents in two locations. The surveys were conducted in Pleasanton, CA and in San Luis Obispo, CA and were later analyzed using surveymonkey.com Microsoft Excel 2008. The data was analyzed using chi square tests, independent t-tests as well as observed frequencies and charts. The tests were used to determine demographic data about California wine consumers and to measure their interest in wines from …

Junior Mints And Their Bigger Than Bite-Size Role In Complicating Product Placement Assumptions, Stephanie Savage

Pell Scholars and Senior Theses

This thesis examines the various complications of product placement within television given the general assumption that it always paid for as a means of advertising. Using the popular television sitcom Seinfeld and the infamous 1993 episode, “The Junior Mint,” as an example of non-paid product placement, it is herein argued that the use of this practice should be examined on an individual basis. Furthermore, this thesis seeks to clarify the misassumptions that most people have by arguing against critics who, in defining product placement, often fail to mention any instances in which it is not paid for. Various examples of …

Social Media Marketing: Gaining A Competitive Advantage By Reaching The Masses, David J. Perdue

Senior Honors Theses

Social media marketing involves the use of online social media tools—such as Facebook, Twitter, and LinkedIn—to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers. However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social media marketing strategy that will prove successful in the long run? Instead …

Enhanced Food Marketing To Children On The Internet: A Content Analysis, Sarah A. Ochsner

UNLV Theses, Dissertations, Professional Papers, and Capstones

In light of the continuing epidemic of childhood obesity, aggressive food marketing strategies have come under increased scrutiny as a possible contributing factor. It has been acknowledged in numerous studies, that poor nutrient quality of food and beverages dominate children's programming. The growth in child-specific media envoys has further increased favorable opportunities to market food and beverages to children, notably less regulated and parentally unsupervised. According to the U.S. Census Bureau, 65% of children aged 6-11 have home access to the Internet; and today, the majority of food manufacturers operate websites appealing to children. The Institute of Medicine issued a …

Voluntary Green Power Market Forecast Through 2015, Lori Bird, Ed Holt, Jenny Sumner, Claire Kreycik

Publications (E)

Voluntary markets for renewable energy in which consumers purchase renewable energy from their electricity providers or from renewable energy certificate (REC) marketers have existed for more than a decade. Going forward, various factors will influence the development of these markets, including potential climate policies, state and federal renewable portfolio standards (RPS), renewable energy prices, the level of consumer interest in purchasing green power, and the interest on the part of utilities in offering new green options and in continuing to promote existing programs.

This report presents estimates of voluntary market demand for renewable energy or green power through 2015. The …

The Impact Of National Institutional Context On Social Practices: Comparing Finnish And Us Business Communities, Jill M. Purdy, Elizabeth A. Alexander, Stern Neill

Marketing

This paper investigates the impact of national institutional contexts on firms' socially responsible practices, the motives for such practices and methods of organising social practices. Surveys of firms in a liberal market economy (USA) and those in a coordinated market economy (Finland) are compared. Findings indicate that social practices differ between the contexts, providing empirical support for the theory of explicit and implicit forms of corporate social responsibility. The paper offers insight into how social practices are organised in different contexts and a new conceptualisation of the motives for social responsibility. Results suggest that national institutional context should be accounted …

2010 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2010.

어떤 상황에서 소비자는 다수의 선택을 따를까?, Moon Seop Kim, Hyun Min Oh, Jae Il Kim

Asia Marketing Journal

People have competing desires. Hence, people not only chase others` choices due to the need for assimilation but also avoid others` choices due to the need for differentiation. This study attempts to uncover under which conditions consumers assimilate with or differentiate from others` choices. Specifically, the study extends previous research about the effect of others` choices by focusing on the effect of a choice situation (purchase vs. usage) based on the conformity theory and the uniqueness theory. It was found that purchase (vs. usage) situation makes people more conform to others in case of identity-irrelevant product (e.g., USB memory stick). …

소비자 욕구충족성과 스타 속성이 스타브랜드 애착과 후원브랜드에 대한 소비자반응에 미치는 영향, Kwang Ho Ahn, Jae Hwan Lee

Asia Marketing Journal

This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer`s attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers` need satisfaction and star traits as major causal factors that influence consumer`s attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the …

글로벌 기업 도약을 위한 롯데쇼핑의 마케팅전략, Jin Yong Lee, Chung Koo Kim, Young Hyuck Joo

Asia Marketing Journal

Lotte Shopping Co. started its business from Lotte Department Store. From the beginning, Lotte Shopping Co. opened the largest department store and, since then, has expanded its business size through the processes of active developments of its own stores and merges and acquisitions of other companies. Currently, it operates a variety of retail shops such as department stores, discount stores, movies theaters, shopping malls, and supermarkets along with a TV home-shopping station and an online shopping mall. Lotte group, a business conglomerate Lotte Shopping belongs to, has an objective of becoming TOP 10 business group in Asia by 2018. Lotte …

고객의 개인적 요소가 대기시간 경험에 미치는 영향에 대한 탐색적 연구, Ju Young Kim, Bo Mi Yoo

Asia Marketing Journal

Customers often experience waiting for buying service. Managing customers` waiting time is im-portant for service providers since customers who are dissatisfied with waiting, secede from a service place at last. Not a few studies have been done to solve waiting time problem and improve customers` waiting experience. Hui & Tse(1996) identify evaluation factors in customers` behavioral mechanism as customers wait. That is, customers experience perceived waiting time, waiting acceptability and emotional response to the wait when they wait. Since customers evaluate the wait using these factors, service provider should manage these factors in order to minimize customers` dissatisfaction. Therefore, this …

Gen Ms 25 T.A. Huston & Co. Salesman's Catalog Finding Aid, Karin A. France

Search the General Manuscript Collection Finding Aids

Description:

In the early 1920s, T. A. Huston & Co. of Auburn built a 7-story bakery building in Portland, which became the Glickman Library of USM in the early 1990s. This is a 3-ring binder containing a color facsimile of a salesman's catalog, ca. 1912, of T. A. Huston & Co.

Date Range:

ca. 1912

Size of Collection:

0.25 ft.

Gen Ms 24 T.A. Huston & Co. Chocolate Box Finding Aid, Karin A. France

Search the General Manuscript Collection Finding Aids

Description:

In the early 1920s, T. A. Huston & Co. of Auburn built a 7-story bakery building in Portland, which became the Glickman Library of USM in the early 1990s. This is the original packaging of "Clover Leaf Chocolate Peppermints," produced by T. A. Huston & Co.

Size of Collection:

0.25 ft.

Predictive Modeling Of Alumni Donor Behavior, Lauren Prue

Honors Projects in Mathematics

In recent years, college and universities have relied increasingly upon the charitable contributions of its previous graduates; as the costs of tuition rise substantially, development offices are facing the challenge of creating annual fund campaigns that are minimally expensive while providing the maximum potential for return. This study addresses the available constituent database at one University in particular in an effort to identify what criteria are the strongest predictors of donor response at a small, private university located within New England. The analysis utilized predictive modeling and data-mining largely within the software program Rapid Insight to build several models in …

Major League Baseball: America’S Recession-Proof Pastime, Mark Mcdonnell

Honors Projects in Finance

This project is a study which examines how attendance levels in Major League Baseball stadiums have been impacted by the current recession in the United States which began in October 2007. Research on attendance during past recessions has shown a strong relationship that during downtrends in the economy, baseball attendance levels generally do not suffer. Using an ordinary least squares regression, independent variables including; percent change in ticket price from previous season, distance to closest competitor, percent change in ticket price of the closest competitor, winning percentage during previous year, winning percentage during current year, unemployment rate during current year, …

The Perceived Credibility Of Brand Mention In Magazine Articles In Comparison To Advertorials And Traditional Paid Advertisements, Christina Conner

Honors Projects in Marketing

This study explores the perceived credibility of brand mention in magazine editorials compared to advertorials and traditional paid advertisements. Surveys were administered to three groups of college students after viewing an editorial, an advertorial or a paid advertisement. Respondents were asked to identify their level of agreement regarding credibility, likeability and perceived selling intent of the content.

Results indicate that advertorials are perceived to be less credible than editorials and traditional paid advertisements. Traditional paid advertisements are perceived to be the most credible method of brand mention in magazines. It can also be determined as a result of this study …

Online Video Contest Effects On Brand And Ad Attitudes, Daniel A. Janis

Honors Projects in Marketing

This research investigates how online video contests (OVCs) affect brand image, as measured by brand and advertisement attitudes. After conducting a pre-test to discover an appropriate product for the Generation Y target market, we ran an experiment examining OVCs, television, and magazine ad’s effects on multi-item measures of brand and advertisement attitudes. One hundred twenty-one subjects were randomly assigned to one of the three test conditions. The OVC significantly resulted in positive brand attitudes for the hedonic dimension such as feelings and attractiveness of the brand. For the more functional characteristics, OVCs did not influence brand attitudes. OVCs also produced …

Customer Loyalty And Lifetime Value: An Empirical Investigation Of Consumer Packaged Goods, Jason Q. Zhang, Ashutosh Dixit, Roberto Friedmann

Marketing

It is traditionally accepted that customer loyalty is critical for a firm’s profitability. Recent research,however, questions the effects of customer loyalty on profitability. In light of this controversy, we examine the financial effects of customer loyalty using the framework of customer lifetime value (CLV). Our analysis reveals that in the area of consumer packaged goods, customer loyalty is positively associated with customer revenue and customer retention, both of which drive CLV. Thus, customer loyalty is indeed a predictor of long-term customer profitability to a firm. For marketers, customer loyalty continues to be a legitimate end goal to pursue in marketing …

Imsa360: Spring 2010, Imsa Fund

IMSA Fund Reports

IMSA’s mission is to “ignite and nurture creative, ethical scientifi c minds that advance the human condition.” That’s a tall order, and we don’t apologize for that! Many of society’s challenges in this century will be addressed by leaders in science, technology, engineering and mathematics (STEM). IMSA strives to develop leaders who will use their talents in STEM to work collaboratively to make positive social impacts.

At IMSA, we create conditions that enable students to develop and demonstrate their leadership skills. This issue highlights the many opportunities students have to expand their leadership capacities through advocacy, service, entrepreneurial ventures and …

Introduction: Reflections On Issues In Irish Business And Society, John Hogan, Paul Donnelly, Brendan O'Rourke

Books/Book Chapters

In this introductory chapter, we will put the book and its aims in context and provide the reader with a guide to the wide-ranging, diverse and thought-provoking contributions contained between its covers. In order to do so, this chapter is structured as follows. The first section looks at the context within which this book finds itself and which makes its appearance particularly apposite. The second section deals with the aims of the book as we editors have come to conceive of them. We then provide the reader with an overview of the book’s themes and structure, before concluding the chapter.

An Examination Of The Interfaces Between Operations And Advertising Strategies, Abdullahel Bari

Doctoral Dissertations

This dissertation is composed of three journals examining the interfaces between the marketing variable of advertising and various aspects of the operations function of the enterprise, namely, (1) production cost [Chapter 2], (2) inventory control [Chapter 3], and (3) service cost learning [Chapter 4]. The first journal identified the optimum advertising allocation policy over time in the presence of a quadratic convex/concave production cost function when the advertising response function is concave using a modified Vidale-Wolfe model. Through analytical proofs and numerical simulations, the results indicated the potential superiority of a pulsation policy in the presence of concavity in the …

From Online Perceived Value To E-Loyalty : A Study Of Malaysian Low Cost Carriers., Lim Pey Chyi

Student Works (2010-2019)

Emergence of Malaysia-based low cost carriers (LCCs) has changed the travelling trends and air ticket purchasing behaviors in the country lately. With the advancement of information technology, consumers now can purchase online air ticket 24/7/365. Besides, consumers are more aware of the online offerings through massive advertising and promotional efforts implemented by LCCs. Price-sensitive consumers are now well-informed and aware of the benefits of buying air tickets online. Therefore, establishing a web site that provides good online service becomes the priority of LCCs marketers. This research was conducted with the objective of studying Malaysian consumers’ perception towards the online perceived …

Pragmatic Learning Theory: An Inquiry-Action Framework For Distributed Consumer Learning In Online Communities, Rama K. Jayanti

Marketing

We examine consumer social learning from distributed inquiry capabilities in online communities. Using an inquiry-action framework rooted in pragmatic learning theory, we longitudinally trace community inquiry processes and their link to individual action in six health-related online communities. Our interpretive analyses reveal leaps and lapses in social learning. Generative learning is evident when collective productive inquiry is linked to expanding individual action repertoires. Individual disengagement diverts inquiry and disrupts inquiry-action linkages, creating lapses that degenerate learning. Within these extremes, instances of individual faltering are evident when inquiry is productive but individuals fail to leverage inquiry for empowered action.

Are Consumers Disadvantaged Or Vulnerable? An Examination Of Consumer Complaints To The Better Business Bureau, Dennis Garrett, Peter Toumanoff

Marketing Faculty Research and Publications

Questions have emerged recently about the appropriateness of defining disadvantaged consumers based on their membership in certain demographic categories, such as income, age, education, and race. This study assessed whether these traditional classifications are useful for understanding consumer complaining behavior with the Better Business Bureau. Results of analysis of more than 24,000 consumer complaints filed with a local BBB office during a 13-year period do not provide consistent support for this disadvantaged consumer perspective. Instead, the emerging vulnerable consumer perspective may provide a more promising basis for future research.

Las Vegas Visitor Demographics: Be Careful What You Wish For, Joseph Akinsete

UNLV Theses, Dissertations, Professional Papers, and Capstones

Targeting the correct customer is one of the most important components to owning and running a successful company. To have a great product that is marketed to the wrong customer, will result in lost profits and missed opportunities.

Over the last 20 years Las Vegas has seen two drastic changes in its target customer and visitor demographics. By the late 1980’s gaming revenue in Las Vegas was down as other areas in the country started to legalize gambling. In an attempt to stimulate visitor numbers the city was reinvented in the image of Disney. Themed hotels such as the Luxor …

2010 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April 2010.

2010 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Motivations For Camp Staff To Work At Camp, Jessica M. Cresci

Recreation, Parks, and Tourism Administration

Camp staff are the heart of summer camps and can affect how the summer runs. The purpose of this study was to identify the motivations for staff to work at residential summer camps with special regard to any differences in motivations between staff who attended camp as a camper and staff who never attended camp as well as between international and national staff. This study used cluster sampling measuring 21 possible motivations. A link to an online survey was sent to eight camps as identified on the American Camp Association website. The top six motivations for staff to work at …

Marketing Plan Focusing On The 4 P’S Of The Marketing Mix For A Wine Bar In The City Of San Luis Obispo, Kurtis Robert Wurster

Agribusiness

Wine is a large industry expanding into new markets and open to new ideas. A popular idea was to open wine bars, where individuals could come experience the world of wine without any prior knowledge. Wine bars have been growing and not all have managed to stay successful and meet the demands of consumers. To discover consumers’ preferences, primary research was conducted in the city of San Luis Obispo. The tool used was a survey of 168 respondents. The research was done to determine the feasibility of a wine bar in San Luis Obispo and if so, how to market …

A Marketing Plan For An Artisan Bread Bakery, Audrey Campana

Agribusiness

This study was undertaken to determine whether there is market potential for Word-of-Mouth Bakery to expand its current operation in food retailing in Modesto and the surrounding areas. A Case Study was conducted on Panera Bread Company to use as a competitive analysis to compare Word-of-Mouth Bakery with an established nationally known artisan bread company. An expert opinion poll was also conducted to assess the market potential in supermarkets from the observations of in-store bakery managers in Modesto and the surrounding areas. A SWOT analysis was used to determine the internal strengths and weaknesses, and external opportunities and threats that …