Marketing Commons^™

Can The Presence Of Online Word Of Mouth Increase Product Sales?, Alanah Mitchell, Deepak Khazanchi

Information Systems and Quantitative Analysis Faculty Publications

The power and potential impact of online word of mouth has increased substantially. Consumers have come to accept and rely upon online word of mouth, so it is important to understand how it works and what kind of impact it has on online product sales. This article provides an assessment of this question through an analysis of sales and online word of mouth data from a multi-product e-commerce retail firm.

Values Of Females And Males In The East And West: Are They Similar Or Different?, Arnel Onesimo O. Uy, Edward F. Murphy, Regina A. Greenwood

DLSU Business & Economics Review

Understanding whether cross-cultural values are similar or different has become more important in an increasingly global marketplace. Yet, few studies have explored cross-cultural sex-based value structures. This study examines the values of 5,134 male and female working adults in three Eastern nations (Japan, the Philippines, and Thailand) and three Western nations (United States, United Kingdom, and Iceland). For similarities, males and females more highly valued personal than social terminal values. For differences, males in the East more highly valued self-actualization/competence instrumental values. Females in both geographic groups placed higher importance on social terminal values than did males, supporting prior research.

The Context Of Cultural Intelligence – A Book Review Of David Livermore’S Leading With Cultural Intelligence: The New Secret To Success, Emiliano T. Hudtohan

DLSU Business & Economics Review

Livermore’s contribution to global leadership is his pioneering work on cultural intelligence (CQ), a new addition to a growing number of multiple formulations of human intelligences and quotients. By addressing culture as a key factor of leadership in a global context, he now provides a neutral perspective on culture for corporate leaders. This perspective is aligned with the growing trend of understanding other cultures and civilizations with empathy. Leading with Cultural Intelligence: The New Secret to Success may yet facilitate the implementation of global hypernorms proposed in integrative social contract theory and facilitate compliance to global standards of codes of …

The Role Of The Ethical Brand And Its Effect On Industrial Buyers' Responses., Sulaiman Sulaiman

Student Works (2010-2019)

The main aim of the present study is to empirically test the ethical brand (EB) as a construct and to discuss about mediation impact – what is the most influencing result? Conceptually, the notion of the ethical brand has been established as a brand that considers responsibility toward its stakeholders. Definition the ethical brand is brand as a moral actor that is responsible toward social, economic and environment has the integrity to do the right thing and gives superior value to its stakeholders. The present study adds the concept of the ethical brand in a model to relate with company …

Impact Of Hiked Prices Of Food And Basic Commodities On Poverty In Cambodia: Empirical Evidences From Cbms Five Villages, Try Sothearith, So Sovannarith

DLSU Business & Economics Review

The study on the impact of hiked prices of food and basic commodities on poverty is designed as a follow-up CBMS survey of 5 villages in a Northwest province of Cambodia. The hiked prices in Cambodia and in CBMS sites occurred when there were changes in demand and prices of petrol, food and other consumer goods at the international market. The rising prices have immediately resulted in food insecurity for many people and pushed small landholders into indebtedness and deteriorated the capacity of the poor to cope with any future shocks or crises. This requires a stronger social safety net …

Effects Of Rising Food And Oil Prices On Rural Households In Ghana: A Case Study Of Selected Communities In The Dangme West District Using The Cbms Approach, Felix A. Asante, Cynthia A. Tagoe, Alfred A. Boakye

DLSU Business & Economics Review

This study sought to examine the effects of rising food and oil prices on rural households in Ghana in relation to their food, access to healthcare and education, changes in their work situations, their financial management practices, and their recreational and leisure practices using three selected communities in the Dangme West district of the Greater Accra region – Dodowa, Ningo, and Prampram. A total of 300 households were interviewed. The households were divided concerning the issue of whether their standard of living was better, worse or had remained the same. In general, households that indicated they were worse off currently …

Analysis Of The Impact Of Changes In The Prices Of Rice And Fuel On Poverty In The Philippines, Celia M. Reyes, Alellie B. Sobrevinas, Joel Bancolita, Jeremy De Jesus

DLSU Business & Economics Review

This study aims to assess the impact of rising prices of rice and fuel on poverty in the Philippines. In particular, the variations in the potential effects among different group of households were analyzed using household level data. Results of the study confirm that the impact of increasing prices of rice and fuel vary across different groups of households depending on the sector of employment, level of urbanity, income group and geographical location. In fact, there are losers and gainers from the recent increases in the prices of rice and fuel. In response to higher prices, households adopted different coping …

Prospect Theory And The Financial Markets: A Review, Paulo Jose M. Mutuc

DLSU Business & Economics Review

The Prospect Theory as proposed by Kahneman and Tversky (1979) has emerged as a widely accepted theory of decision-making, thanks largely to the persistence of observed anomalies in the trading of financial products – specifically, the existence of an unusually large premium on equities, and the tendency to hold on to losing investments (disposition effect). Questions about the true nature and extent of reference-dependent loss aversion as manifested by these phenomena, however, remain. In particular, for countries like the Philippines with relatively shallow capital markets, there is a need to reconcile financial education and advice with the reality of systematically …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2010.

Forecasting Philippine Monthly Inflation Using Tramo/Seats, Cesar C. Rufino

DLSU Business & Economics Review

The study aims to explore the feasibility of adopting for inflation forecasting a sophisticated expert system normally used in routine outlier detection and deseasonalization of time series. Known as TRAMO/SEATS expert system, this twin program is a fully automatic procedure that extracts the trend-cycle, seasonal, irregular and certain transitory components of high frequency time series via the so-called ARIMA-model-based method. The results of the study reveal the feasibility of the use of the technique for routine inflation forecasting. The automatic model building capability of TRAMO/SEATS is exploited to arrive at an ex-ante model that has the ability to generate optimal …

The Upstart's Assault, Marco Bertini, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

The article presents a fictional case study that focuses on how to manage competition in the telecommunication services industry. The issue is that one company could lose customers and market share because another company is offering free broadband. Georg Tacke, co-chief executive officer of Simon-Kucher & Partners company, and Anne Gro Gulla, a branding director at Telenor Group company, offer their views on how to respond to a competitive attack without causing a price war.

Mir Talks To Vinita Bali, Managing Director And Ceo Of Britannia Industries, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Today we live in a truly global economy, no matter whether we talk about goods, services or manpower. Whereas economic growth rates in Europe and North America remain moderate, many Asian countries are booming despite last year´s economic downturn. This is reason enough for MIR to take a closer look at one of the rising stars: India. In June 2010, MIR talked to Vinita Bali, one of the few female CEOs of leading companies, who has worked in influential marketing positions on five continents. In describing how Britannia, one of the most famous Indian brands, handles everyday business and marketing …

The Antecedents Of Initial Trust On Intention To Purchase Online In Malaysia., Chin Kian Hoong

Student Works (2010-2019)

Internet shopping is not new to developed countries, particularly from the western part. However, survey shows that the volume of Internet purchase in Malaysia is far behind compared to those countries. The percentage of Internet shopping in Malaysia is relatively low compared to other Internet usage. Lack of initial trust on Internet vendors is an issue in Internet shopping. Without a trusting foundation, Internet shoppers are reluctant to move forward to make transactions online. Therefore, formation of trusting attitude is imperative in any success of Internet business. However, the factors that influence the formation of initial trust Internet shopping remain …

Analysis Of Wine Label Design Aesthetics And The Connection To Price, Molly Webster

Agribusiness

Can certain artistic and design characteristics on wine labels be analyzed to have a correlation to a wine’s price?

I Do Like Them But I Don’T Watch Them: Preschoolers’ Use Of Age As An Accounting Device In Consumption Evaluations, Olivia Freeman

Conference papers

This paper derives from a broader study of children’s consumer culture, specifically an investigation into how preschoolers employ commercial discourses as the building blocks of social selves and relations. Age-based repertoires are found to colour the various discourses produced. ‘Age’ is conceptualised as something that is made sense of for and by children through their utilisation of toys, media, consumables and other commercial artefacts. The ‘choosing child’ is addressed in empirical terms to reveal the social significance of ‘doing’ consumption related evaluations in the focus group setting. A CA-informed discourse analytic approach is utilised to focus on one aspect of …

Consultancy Designer Involvement In New Product Development: Mapping A Novel Design Leadership Process, Fiona Maciver, Aidan O'Driscoll

Conference papers

The role of design and designers in new product development (NPD) has always been problematic and complex in its approach and in the extent of its involvement (Leenders et al., 2007; Murray and O’Driscoll, 1996; Veryzer and Borja de Mozota, 2005). As the industrial design profession seeks to confront the challenges of a recessionary environment, both the designer led ‘intuitive’ approach to NPD, and the marketer led ‘systematic’ approach become outmoded (Cross, 2001; Martin, 2007). There is shortcoming, even ambivalence, in the NPD and design management literature as to how design is involved in NPD (Cooper et al., 2003; Olson …

Managing An Agri-Marketing Team, Brandon Banner

BioResource and Agricultural Engineering

This senior project is a manager’s perspective of the creation of a marketing plan from start to finish. The project begins with the team assembly process in which fifteen students were hired to execute different parts of the marketing plan and continues all the way through the completion of the project and presentation of the marketing plan at the National Agri-Marketing Association conference in Kansas City, Missouri. The marketing plan was a product repositioning strategy for a unique variety of grape tomatoes. Through consumer research, healthy eating trends in the United States along with an increasing demand for snack foods …

Factors Affecting Brand Loyalty Among Malaysian Consumers In Their Choice Of Mobile Phone Brands., Bel Lew Lee Peng

Student Works (2010-2019)

Purpose Brand loyalty is a key factor that explains brand choice with which the consumer expresses his/her satisfaction with a brand. It is also one of the key constructs predicting consumer behavior. This study proposes and tests a five-factor model that explains the variations in the choice of mobile phone brands among Malaysian consumers. These factors include brand name, brand design, perceived quality, price and promotion. Design/ Methodology/ Approach A survey questionnaire was used as the research instrument for data collection in this study. The methods of collecting the quantitative survey data included self-administered and e-mailed questionnaires. Data was collected …

Malaysian Attitude Towards Standardisation Versus Adaptation : A Study Of Print Advertisements., Keng Siew Li

Student Works (2010-2019)

Global advertising has becoming essential with the popularity of businesses penetrating into international market. This has indirectly created high demand of marketing products and services offering internationally. Therefore, understanding consumers’ favourable attitude towards advertising would be the key factor in sustaining effective international marketing. For instant, the globally well known brand “Coca-Cola” which has gotten its image recognized globally due to its standardisation strategy, has said that going localised is the essential key to success by the company’s CEO in Financial Times (27 march 2000). For that reasons, identifying and understanding of these key factors towards whether to standardise or …

Is Premium Pricing Strategy A Viable Option To Pursue Higher Revenue Performance? A Case Study Of Relative Pricing Strategy In The Singapore Lodging Market, Xiaorong Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is an exploratory research paper on how relative pricing affects an individual hotel’s revenue performance in the Singapore lodging market. First, it measures the REVPAR effects for both a discounting and premium pricing strategy at a local hotel against its competitive set. The findings conclude that a premium pricing strategy is a better way to improve REVPAR performance due to the inelastic nature of the demand curve for hotel rooms in the Singapore market. The findings also show that there is a price limit to a premium pricing strategy, beyond which the growth of REVPAR stagnates because customers were …

Promoting Wellness Programs To College Students: Relax Program At Cal Poly San Luis Obispo, Danielle Tucker

Social Sciences

No abstract provided.

Business Plan-Ryanair In The United States, Tessa Davis

Journalism

Traveling within the United States is extremely costly. Low-cost airlines such as Southwest Airlines do exist but they do not provide the prices and efficiency that Ryanair, a United Kingdom based airline, does. Traveling throughout Europe is cheap and easy, jet setting to an Italian villa, when one lives in the middle of London would be considered completely normal. The United States is an enormous country, and unfortunately airline companies and airports do not provide easy, cheap methods of flying around the country. As a student or middle-class citizen, travel throughout the United States should be accessible and viable. If …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2010.

The Theoretical Underpinnings Of Emotional Dissonance: A Framework And Analysis Of Propositions, Brendan Phillips, Tsu Wee, Thomas Tan, Craig Julian

Research Collection Lee Kong Chian School Of Business

Purpose

The research objective of this paper is to study the broad context of emotional labor and dissonance and its importance to service marketing. This knowledge would provide a better understanding of the factors that contribute to job performance and job satisfaction amongst high contact service workers.

Design/methodology/approach

A literature review is used to define and set out the main conceptual framework and propositions for further research.

Findings

Three key hypotheses divided into six sub parts are set out to test the relationships between emotional dissonance and customer orientation, job satisfaction and performance.

Research limitations/implications

The study should be extended …

Using Critical & Creative Thinking To Enhance Productivity In Integrated Marketing Communications Meetings And Procedures, Ashley N. Smith

Critical and Creative Thinking Capstones Collection

This paper provides a teaching model for how to effectively incorporate Critical and Creative Thinking (CCT) methods into a business setting to initiate organizational change. I developed a workshop on workplace meetings based on the imperfections of the marketing team at “ICS.” The workshop touches on CCT methods that are needed in order for organizations to change. I also integrated CCT methods into the Integrated Marketing Communications (IMC) Procedure to enhance productivity and produce results. Integrated marketing is made up of many pieces of the media field, but often the participants in IMC are searching for the same end result. …

Shorts, Roberta (Fa 520), Manuscripts & Folklife Archives

Folklife Archives Finding Aids

Finding aid only for Folklife Archives Project 520. Material collected by Roberta Shorts for a Western Kentucky University folk studies class. Included are recordings and fieldnotes for interviews with six individuals on personal experience narratives, ghost stories, and jokes and photographs, fieldnotes, and a PowerPoint presentation on material culture and of a 2004 String Cheese Incident concert at the Louisville Palace Theatre in Louisville, Kentucky.

Net Metering And Interconnection Standards For Santee Cooper And Three Investor-Owned Utility Companies In South Carolina, Barnes Anderson

Honors Theses

Net metering and interconnection standards are designed to allow private residential and non-residential electric utility customers to pursue generating some of their own electricity through renewable sources such as solar, wind, and geothermal power. Net metering allows customers to use their own electrical generation to offset their consumption over a billing period by allowing their electric meters to run backwards when they generate electricity in excess of their demand (SC Energy Office, vi). The interconnection standards govern the technical and procedural process by which an electric customer connects an electric-generating system to the electrical grid of their utility company (SC …

Redefining Green: The Green Marketing Dilemma And Redirecting Our Actions With Purpose, Amberley Gutscher

Honors Capstone Projects and Theses

No abstract provided.

Driving Business Performance: Why Marketers Need A Multi-Disciplinary Approach, Knowledge@Smu

Knowledge@SMU

Much has been said about Apple's 'magical' ability to command a following for almost anything that they sell (right down to the cables and power adapter). However, few people understand – much less appreciate – the science behind such 'magic'. Some might say that Apple produces some of the most original products. These people forget that Apple did not invent laptops, MP3 players, smart phones or tablet computers. Is it clever marketing then? Perhaps so, but "marketing", as understood in its traditional sense, would not offer the full picture. According to Rajendra K. Srivastava, Provost and Deputy President for Academic …

Marketing Analysis For Ruiz Foods Products In Convenience Stores, Kristin Gabrielle Noga

Agribusiness

This study was undertaken to determine whether or not the location of convenience stores that are in close proximity to a freeway have an impact on the sales of Ruiz Foods products. Store audits were conducted in the months of January and February, 2010 using twenty convenience stores from two major convenience store chains that carried Ruiz Foods products: Johnny Quick and Circle K. As a sample for this study, six cities in California were used: Clovis, Fresno, Selma, Fowler, Dinuba, and Bakersfield. Store locations were selected by the company’s marketing department preferences. The store audits posed questions assessing: the …