Marketing Commons^™

Organization Structure And Service Capabilities As Predictors Of Supply Chain Performance: B2b Seller’S Perspective, Harash Sachdev, Russ Merz

Journal of Applied Marketing Theory

In buyer-seller exchanges the seller not only provides the goods and service but also transfers its organization capabilities on to the buying firm. Improper selection and usage of these capabilities may reduce the seller’s sustainable competitive edge in future transactions in this supply chain. Through field interviews and Resource Based View literature, the authors propose and test a model linking organization structure, service capabilities, and seller’s satisfaction and performance in business-to-business exchanges. Based on eighty-seven responses, the results indicate that autonomous structure had a positive impact on all three service capabilities. Formalization had a positive influence on only logistics service …

Human Collaboration: A Key Component To Supply Chain Performance, Kenneth Saban, John Mawhinney

Journal of Applied Marketing Theory

While companies are looking to collaborate with a larger number of external partners, many fail to achieve this goal. The problem can be traced to the fact that executives have become overly dependent on new supply chain technologies which has resulted in overlooking the role that people play when launching a collaborative program. However, when employing just the opposite strategy, supply chain leaders have increased their productivity, improved concept-to-marketdevelopment times, and achieved high levels of customer satisfaction. This paper argues that people are just as important as having the right supply chain process or technology.

Lifestyle Bundles: A Between-Category Product Evaluation Study Of Affluent Consumer Behavior, Michael Levens

Journal of Applied Marketing Theory

Bundling is a well established pricing strategy that is ubiquitous in its application by marketers. Although bundling is common, high-involvement multi-category bundles are uncommon and little academic research has been devoted to such combinations. The concept of lifestyle bundles is introduced and evaluated through specific product combinations intended to represent a particular lifestyle. Lifestyle bundles are a way of life that individuals express by choosing to allocate their time and personal resources to a single package of two or more goods or services that they believe represent their current or desired way of life. A combined offering of home, vehicle, …

Comparing Credibility: A Website Versus Publicity, Marsha D. Loda, Barbara C. Coleman, Bill Norman, Marie Esposito

Journal of Applied Marketing Theory

Websites and publicity in mass media are two commonly used marketing elements. However, it is unclear whether exposure to a website or publicity is most effective at influencing behavior. This research compares the effectiveness of a magazine publicity article and a tourism destination website on the choice of a spring break destination. Based on this analysis, a website is no more credible than a publicity article; nor does an Internet site create a more favorable attitude or greater purchase intent than does magazine-based publicity. Magazine articles emerged as equally effective as websites for most variables. This study shows that traditional …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2010.

How Arrogant Are Sales And Marketing Professionals: Perceptions Of Business Students, Art Weinstein, Margaret Britt, Joseph Balloun, Perry Haan

Journal of Applied Marketing Theory

Arrogance is a problem in business and other sectors of American society. This multi-university study assessed more than 500 business students’ perceptions of arrogance in sales and marketing environments. It also probed the arrogance issue in 12 other professions (five business-related and seven non-business occupations). Sales professionals were perceived as being more arrogant than marketers. Gender, ethnicity, and school type were found to be predictors of arrogance in marketing positions. Overall, sales were in the middle-of-thepack with respect to perceived arrogance (several professions were more arrogant and several professions were less arrogant), while marketers were considered relatively nonarrogant. Implications of …

The Geotourism Handbook: A Reference And Guide For Montana Businesses, Dylan Boyle, Norma P. Nickerson

Institute for Tourism and Recreation Research Publications

The handbook includes a basic background on geotourism, why it is beneficial to local residents and businesses, and what geotravelers are looking for when visiting the state. The handbook provides links to organizations and businesses who provide assistance and suggestions to the business owner on how to become a geotraveler business. Employees and business owners will be able to grasp the concept and take steps to become part of the comprehensive geo-management and marketing strategy which has been facilitated by the Montana Office of Tourism.

How Advertisers Mess With Our Minds And Wallets, Ann House

All Current Publications

This publication provides insight on how marketers gain consumers' interest and trust and what rights consumers are entitled to.

The Influence Of Organizational Culture And Conflict On Market Orientation, Rex Evans Mcclure

Management Information Systems Faculty Research

This study examines the relationship between organizational change initiatives and market orientation. Considering the strategic approach to organizational change, a number of key behavioral variables can be affected, which in turn affect market orientation. Data were collected from 253 mid-level managers in marketing-related positions. The results suggest that convergent change, or classic downsizing, had no significant effect on market orientation or the mediating variables. Change initiatives directed reorienting affected market orientation in a positive way, though mediated by organizational commitment, trust, and internal communication.

Assessing The Marketing Of Central Coast Summer Collegiate Baseball Teams And The Relation To Fan Attendance, Alex Biller

Recreation, Parks, and Tourism Administration

The purpose of this study was to assess the marketing of selected Central Coast summer collegiate baseball teams and their relation to fan attendance. Sport marketing plays a vital role in industry because of the quantity of resources that are allocated to it. Sport spectator psychology was investigated to determine spectator attendance trends. Trends in sport marketing were examined to determine the current state of the industry. The data were collected from the Santa Barbara Foresters, San Luis Obispo Blues, and San Luis Obispo Rattlers. Each of the team’s general managers were interviewed, and self-administered questionnaires were distributed to spectators …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for August 2010.

Awareness Of Cotton Among Generation Y, Keidra Hatchett, Nichole Williams

OTS Master's Level Projects & Papers

The purpose of this study was to determine the awareness and use of cotton in fabric and clothing by Generation Y (college students 18-15) for enhanced product marketing.

Context-General And Context-Specific Determinants Of Online Satisfaction And Loyalty For Commerce And Content Sites, Rakesh Kumar Niraj

Faculty Scholarship

We use the context-general and context-specific factor approach to examine the generalizability of satisfaction and loyalty models across two disparate online contexts -- online retailing and content site browsing. Our conceptual models include the moderating effects of user-characteristic Web expertise, besides main effects of Web site factors and Web expertise. Results indicate that satisfaction and loyalty judgments are sensitive to both context-general and context-specific determinants, as well as to some interactions between them. Among context-general determinants, ease of use and customer service are positively related to satisfaction, Web community to loyalty, and Web expertise to both satisfaction and loyalty. Flow, …

"Spreading The Good Word": Toward An Understanding Of Brand Evangelism, Samuel K. Doss

Theses and Dissertations - UTB/UTPA

The objective of this dissertation is to better understand the phenomenon of brand evangelism and the dimensions that are involved in a consumer becoming a brand evangelist. A brand evangelist is a consumer who actively “spreads the good word” of the brand while attempting to influence others’ consumption behavior. Through the development and testing of a model, this study helps to realize the concepts that are involved in a consumer becoming a brand evangelist. To date, little research has examined the dimensions of brand evangelism. It is proposed here that the attributes leading to brand evangelism include brand satisfaction, brand …

Impact Of Hotel Discount Strategies On Consumers’ Emotion And Behavior In The Presence Of High And Low Involvement Consumers, Seung H. Lee

UNLV Theses, Dissertations, Professional Papers, and Capstones

While hotels come up with various discount strategies to attract consumers, especially during a recession, both hotels and consumers seem to favor dynamic pricing. Yet there are not enough studies available to reveal that dynamic pricing would positively impact consumers. Studies also indicated that price discounts give consumers not only monetary benefits but also positive emotional responses. The purpose of this study was to investigate how uniform pricing and dynamic pricing influence consumers' emotion and behavior, in the presence of low involvement and high involvement consumers. The results of study suggested that high involvement consumers responded more positively to dynamic …

Evaluating Point-Of-Sale Buying Decisions: Understanding Why Consumers Purchase Timeshares, Lisa Y. Thomas

UNLV Theses, Dissertations, Professional Papers, and Capstones

The timeshare industry, also known as vacation ownership, is the fastest growing segment of the hospitality industry with sales totaling $9.7 billion in 2008 (ARDA, 2010). The typical timeshare sales process is a 90-120 minute sales presentation conducted by a timeshare sales representative to customers. At the end of the sales presentation, the customers are given the option to either purchase a timeshare unit at a discounted price with first-day incentives or to purchase at a later date at the full price and without the extra incentives. This today-only sales pitch is perceived as an unsavory process by a many …

Characteristics Of Services: A New Approach Uncovers Their Value, Sabine Moeller

Research Collection Lee Kong Chian School Of Business

Purpose: Four characteristics have been regularly applied to services: intangibility, heterogeneity, inseparability, perishability (IHIP). More and more exceptions occur which have resulted in substantial criticism. This paper aims to show that each characteristic is valid and useful when related to an individual aspect of services instead of being assigned to services as a single entity. Design/methodology/approach: Based on customer integration, a framework (FTU framework) and a resource typology are developed. These approaches are the theoretical foundation of the analysis. Findings: The FTU framework and a resource typology reveal different aspects of services and allow the assignment of the IHIP characteristics …

협력적 가격차별 수단으로서의 일시적 가격할인, Jae Do Song

Asia Marketing Journal

This paper considers a duopoly where switching costs exist. The analysis proves that temporal price reductions can be pure strategy equilibrium where firms earn more profit than in a regular price strategy. Greater profits result from price discrimination in temporal price reductions. The equilibrium is contrasted with previous studies, which explain temporal price reductions as a result of mixed strategy. In a given model with an assumption about forming switching cost, firms can control their range of loyal consumers by properly setting their regular and promotional prices. The model shows that temporal price reduction tends to raise the regular price …

온라인 구전과 영화 매출 간 상호영향에 관한 연구, Jung Ho Bae, Bum Jun Shim, Byung Do Kim

Asia Marketing Journal

Motion pictures are so typical experience goods that consumers tend to look for more credible information. Hence, movie audiences consider movie viewers` reviews more important than the information provided by the film distributor. Recently many portal sites allow consumers to post their reviews and opinions so that other people check the number of consumer reviews and scores before going to the theater. There are a few previous researches studying the electronic word of mouth(eWOM) effect in the movie industry. They found that the volume of eWOM influenced the revenue of the movie significantly but the valence of eWOM did not …

한국 금융회사 마케팅 현황에 대한 탐색 연구, Sung Yong Chun

Asia Marketing Journal

Marketing financial services used to be easier. Today, the competition in financial services is fierce. Not only has the competition become more intense, financial services have also changed structurally. In an environment with various customer needs and severe competitions, the marketing in financial services industry is getting more difficult and more important than before. However, there are still not enough studies on financial services marketing in Korea whereas lots of research papers have been published frequently in some international journals. The purpose of this paper is (1)to review the literature on financial services marketing, (2)to investigate current marketing activities based …

Priorities, Progress, And Perspectives On Branding, Kevin Lane Keller

Asia Marketing Journal

No abstract provided.

한국형 기업의 사회적 책임활동 측정을 위한 척도 개발 연구, Jong Chul Park, Jong Chul Par, Kyung Jin Kim, Lee

Asia Marketing Journal

It is not new that today`s business organizations are expected to exhibit ethical and moral management and to carry out social responsibility as a good corporate citizen. Since South Korea emerged as a newly industrialized country during the 1980s, Korean corporations have become active in carrying out their social responsibility as a good corporate citizen to society. In spite of the short history of corporate social responsibility, Korean companies have actively participated in corporate philanthropy. Corporations` significant donations to various social causes, no-lay-off policies, corporate volunteerism and green marketing are evidences of their commitment to corporate citizenship. Corporate social responsibility …

브랜드의 총체적 체험이 소비자-브랜드의 정서적 유대관계에 미치는 영향, Jie Un Lee, Joo Eon Jeon, Jae Young Yoon

Asia Marketing Journal

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer …

고객의 자기조절성향이 서비스 실패에 따른 부정적 감정과 고객반응에 미치는 영향, Hyung Suk Sung, Sang Lin Han

Asia Marketing Journal

Dissatisfied customers may express their dissatisfaction behaviorally. These behavioral responses may impact the firms` profitability. How do we model the impact of self regulatory orientation on emotions and subsequent customer behaviors? Obviously, the positive and negative emotions experienced in these situations will influence the overall degree of satisfaction or dissatisfaction with the service(Zeelenberg and Pieters 1999). Most likely, these specific emotions will also partly determine the subsequent behavior in relation to the service and service provider, such as the likelihood of complaining, the degree to which customers will switch or repurchase, and the extent of word of mouth communication they …

관계혜택과 브랜드 동일시의 역할에 관한 탐색적 연구, Joung Hae Bang, Ji Yeon Jung, Eun Hyung Lee, Kang

Asia Marketing Journal

Most of the service industries including finance and telecommunications have become matured and saturated. The competitions have become severe while the differences among brands become smaller. Therefore maintaining good relationships with customers has been critical for the service providers. In case of credit card and debit card, the similar patterns are shown. It is important for them to maintain good relationships with customers, and therefore, they have used marketing program which provides customized services to customers and utilizes the membership programs. Not only do they build and maintain good relationships, but also highlight their brands from the emotional aspects. For …

Nation Branding: Presenting The Image That Matches National Identity, Knowledge@Smu

Knowledge@SMU

Brand launches are, more often than not, quiet affairs. Attention-hungry marketers might sometimes resort to controversies, so as to leverage on hype. Even then, it may take a fair amount of provocation and amusement just to get the slightest response from the modern-day multi-tasking, attention-deficit consumer. Contrast this with the launch of Singapore's latest tourism brand, YourSingapore, earlier this year – an event that elicited some fervent objections from the public. The people behind those heated responses were not necessarily experts on tourism or marketing. It was a matter that compelled everyday citizens to weigh in with their thoughts. Why, …

Balancing Customer And Marketing Inputs To Maximize The Value Experience, Weiling Zhuang

Doctoral Dissertations

Customer co-creation has been recognized in the marketing literature as a beneficial activity for both firms and customers, however, further research is needed to more fully understand how firms and customers work together to maximize the value creations. In order to extend this area, the present study conducts two studies to empirically test how customer participation interacts with other factors to influence customer shopping experience and behavior responses.

In the experiment study, an updated typology of service context was developed to examine how customer input and service provider input along other factors to influence value co-creation outcomes. A computer stimulated …

Imsa360: Summer 2010, Imsa Fund

IMSA Fund Reports

IMSA’s 22nd class graduated in June 2010. Members of this class will always be special to me because we began our IMSA journey together in 2007 with a mixture of exhilaration and trepidation, pride and panic, hope and humility. We knew that we were privileged to join this innovative community, a distinguished international leader and exemplar in mathematics and science education. From day one, we understood that the words of the mission statement about “advancing the human condition” were meant for us, and we all had the formidable responsibility to make a tangible difference to our colleagues, friends and to …

Consumer Resistance To Green Innovations: Developing A New Scale And An Underlying Framework, Marius Claudy, Aidan O'Driscoll, Rosanna Garcia, Michael Mullen

Conference papers

The development and marketing of green innovations provide great potential to reduce carbon emissions, ease fossil fuel dependency and stabilize energy costs. The diffusion of many green innovations among consumers, however, remains low and they are often referred to as resistant innovations. Consumer resistance to green innovations is a generally under-researched area and empirical evidence is scarce. The objective of this study is therefore twofold. Building on recent advances in the literature, the study firstly aims to operationalize and empirically validate a measure of consumer resistance to green innovations. Secondly, the research aims to anchor this measure in a theoretically …

The Antecedents And Consequences Of Salesperson Deviance: A Question Of Fit, Mahmoud Darrat

Doctoral Dissertations

The linkages between salesperson-organization fit and salesperson deviance behaviors have not received adequate attention in the marketing literature. Salespeople can be viewed as either a tremendous asset for the realization of an organization's long term goals or as a potential threat to its overall success. This research addresses the importance of managing salesperson-organization fit in mitigating subsequent anti-normative behaviors. The study employs a conceptual model of sales-specific organizational congruence factors (work/nonwork demands fit, compensation structure fit, and values congruence) which drive salesperson deviance behaviors. The study examines how deviant behaviors are employed as a coping mechanism by salespeople who do …