Marketing Commons^™

The Marketing Plan: Using Marketing Plans And Related Resources To Support Experiential Learning In The Classroom, Ronald Dick Ed.D, Dorene Ciletti Ph.D, Audrey Guskey Ph.D

AMTP Proceedings 2017

The marketing plan is the cornerstone of every vice president or director of marketing’s success. At the core the marketing plan is a one to five year plan of the financial future of the organization, and resources are readily available for marketing plan review and development within the structure of a marketing-related course. Recent employer surveys point to critical thinking, problem-solving, and collaborative team experiences as desirable skills for entry-level hires, and applied experiential projects as a desirable educational practice. This session aims to explore usage of the marketing plan as a means to provide employer-desired skills, support course objectives, …

Determinants Of Ongoing Participation In A Masters-Level Sport: The Impact Of Internal Attributes And Experiences With The Organization, Nicole S. Vowles, Clayton L. Daughtrey, Mick Jackowski

AMTP Proceedings 2017

This research aims to empirically determine which factors best explain ongoing participation in a masters-level sport. Ongoing participation, a form of customer loyalty, is critical in many non-profit service industries where organizations have limited resources available to attract new customers.

The objective of this research leads to the inclusion of a breadth of variables. Several internal factors are hypothesized to play a role in ongoing membership, including the source of motivation, perceived ability in the sport, identification with the organization, level of participation, and personal attributes such as age, gender, and family stage. External factors that are hypothesized to influence …

I Love My Team! Factors Leading To A Relationship With A Sports Team., Carly Odom, Jamye Foster, Melanie Bruce

AMTP Proceedings 2017

What makes people connect with a particular sports team? Sports marketing research typically focuses on the sport specific elements of loyalty (geography, family history, social interactions), and general marketing research also considers the emotional component. Going a step further, and examining the factors within the larger relationship context could improve our understanding of why people connect with certain sports teams. Therefore, the purpose of this research is to examine the impact of specific factors (socialization, proximity, attitude toward the team, and self-image congruence) on the initiation of a relationship with a sports team – which includes both the (1) development …

The Development Of Nba In China: A Glocalization Perspective, Jerred Junqi Wang, Liangjun Zhou, Xiaoying Chen, James J. Zhang

AMTP Proceedings 2017

The growing sport industry and 1.3 billion potential consumers in China have been garnering tremendous attention from more and more overseas professional sport leagues. Comparatively, the National Basketball Association (NBA) has had remarkable success in the Chinese market. From the perspective of sport competition or marketing operations, the NBA’s achievement in China provides a model for other overseas sport leagues. This case study was organized by summarizing the developmental history of NBA in China, analyzing its current promotional practices, investigating into its marketing strategies, and extrapolating practical references for other sport leagues aiming to penetrating into the Chinese marketplace.

In …

Community Sport Service Provision, Resident Satisfaction, And Participation, Liangjun Zhou, Xiaoying Chen, Beth A. Cianfrone, Jerred Junqi Wang, Nathan David Pifer, James J. Zhang

AMTP Proceedings 2017

Advocating for the “gold medal strategy”, China has made great advancements in elite sports; however, the significant achievement in elite sports has not translated into the development of mass sport participations. To form a stronger foundation of a sport pyramid, more attention should be directed to community sports and promoting healthy lifestyles. The purpose of this study was to examine the impact of community sport service provisions on participants’ satisfaction and in turn on their sport participation behavior. In the current study, the public sport service in community includes sport facilities, sport organizations, sport programs, fitness test, and volunteer services …

The Reason(S) Small, Private Schools Start Football Programs, Ania I. Rynarzewska, Steven R. Mcclung

AMTP Proceedings 2017

The number of college football programs in the United States currently totals 774, which is an all-time high. It’s clear there is a demand for football as there are 128 schools in 10 conferences at the highest level FBS and 125 schools participating at the second highest level, FCS. Both of these subdivisions are required to provide scholarships for players, making these two levels the most expensive for universities to offer (NCAA.com, ND).

There are a number of reasons that schools establish and fund football programs. At the highest level, there is a lot of money through media rights and …

Rethinking Business Segmentation: A New Conceptual Model And Perspective, Herbert Brotspies, Art Weinstein

AMTP Proceedings 2017

Segmenting business markets is challenging but potentially highly rewarding. An in-depth understanding of how to segment markets is necessary to guide the best decisions leading to profitable targeting. Business markets are changing rapidly due to new technology and a more complex business environment. Current segmentation frameworks are not sufficient to guide business-to-business (B2B), business-to-business-to-business (B2B2B) and business-to-business-to-consumer (B2B2C) marketing analyses and decisions.

This paper introduces a new six-cell business market segmentation conceptual model building on two key dimensions – product use by intermediaries in their marketing to their customers (B2B2B and B2B2C) and product standardization. Examples are developed showing how …

Advancing Customer Experience Theory: Five-Way Conversations In Two-Person Customer-Marketer Talk, Carol M. Megehee, Arch G. Woodside

AMTP Proceedings 2017

This study advances customer experience theory (CET) by configuring research on talk, storytelling, customer-marketer interactions, and customer assessments of experiences in encounters with sales and hospitality/service representatives. Customers’ introspections and assessments of their meetings with marketers constitutes one genre of storytelling that include not only surface talk between two persons but surface and subsurface (nonconscious) talk between persons and within self. Practical implications include creative storytelling scripts for performing in sales and service training programs in firms and classroom contexts. Given the centrality of face-to-face meetings in many consumer shopping contexts (e.g., cars, houses, medical services; campus visits by high …

An Assessment Of Engagement, Self-Pacing And Learning In A Flipped Marketing Classroom: An Exploratory Study, James R. Shock, Jill K. Maher

AMTP Proceedings 2017

This study examines the possible impact of engagement and self-pacing on student learning in a flipped classroom environment. Survey responses from 33 students were used in this exploratory study. Results indicate that engagement and self-pacing showed significance, impacting self-reported learning. This preliminary study suggests a flipped classroom improves student learning in marketing. It is expected that a larger sample size with improved measures will uncover other relationships within the flipped classroom model.

Product Line Extension: Does Upward Line Extension Hurt Or Benefit Competitive Advantage? The Case Of Honda’S Acura, Nissan’S Infiniti, And Toyota’S Lexus Brands, Abhay Shah

AMTP Proceedings 2017

Caldieraro, Kao, and Cunha Jr. (2015) report that when a company extends its product line (and brand name) upwards to premium products, it hurts the company’s overall demand, market share, and competitive advantage. However, evidence from the auto industry contradicts their findings. The three most successful line extensions in the luxury segment in the auto industry are Honda’s Acura, Toyota’s Lexus, and Nissan’s Infiniti. Line extensions are categorized as follows: extensions where a firm extends its brand horizontally (similar quality) or vertically (upward or downward) using the current brand name, and line extensions, where a firm extends its product line …

Has Anything Changed? Comparing Student Perceptions Of Academic Integrity: 2006-2016, Anne Heineman Batory, Stephen S. Batory

AMTP Proceedings 2017

Academic integrity issues continue to challenge colleges and universities around the world. After a review of the relevant literature, the authors conclude that additional research is needed to understand and monitor academic integrity within institutions of higher education. This study explores student perceptions concerning academic integrity concepts and behaviors in two time frames ten years apart. In this comparative study, student attitudes toward academic situations, faculty behavior, and business decisions are assessed in 2006 and again in 2016. In general the two groups reported a similar overall pattern of responses. However, the students now perceive academic dishonesty as a non-acceptable …

The ‘Digital Native’ Myth And Marketing Simulation Success, Melanie Eva Bruce

AMTP Proceedings 2017

Simulations are increasingly popular as a method of teaching in business colleges as educators move away from passive learning towards more active/experiential learning (Young, Klemz, & Murphy, 2003). Simulations are designed to replicate real world experiences and have been shown to increase students’ enthusiasm, interest and involvement, and help them to connect theory to practice. Business course simulations are predominantly computer based online programs that allow students to make discipline specific decisions for a hypothetical company.

The generation born roughly between 1980 and 1994 has been characterised as ‘digital natives’ (Prensky, 2001a) or the ‘Net generation’ (Tapscott, 1998) because of …

An Analysis Of Marketing Student Perceptions Of Proper Organizational Behaviors, Charles E. Pettijohn, Gary R. Holmes

AMTP Proceedings 2017

As the millennial begins to make the exodus from universities to the workplace a critical question relates to their preparation – “do millennials have an understanding of the attitudes, values and behaviors (the organizational citizenship behaviors – OCBs) necessary to succeed in the business environment?” The millennial generation is often perceived as ill-prepared to enter the traditional workplace by virtue of the fact that this generation has been perceived as being insulated from the demands consistent with full-time employment. Thus, the purpose of this research was to empirically assess millennials’ perceptions of the importance of specific OCBs and the likely …

The Mars Sales Management Simulation: 10+ Years Later, Joseph Chapman, Russ Wahlers

AMTP Proceedings 2017

The authors discuss the MARS Sales Management Simulation (MARS) based on over 10 years of experience using the simulation in a sales management course. Over the years, the authors have tried a variety of ways of incorporating the MARS game into the sales management course and have written this paper to share their insights. This paper presents an overview of the MARS Sales Management Simulation, how to incorporate MARS into a sales management course, additional sales management assignments that relate to information from the MARS Simulation, advantages of using the simulation, disadvantages of using the simulation, some possible guidelines for …

Preliminary Evidence Regarding Marketing’S Role In Environmental Management Theory, Jess Mikeska, Les Carlson

AMTP Proceedings 2017

Prior research specific to government public policy topics finds that firms manage threatening public policy either by competing in new ways to offset (potential) policy limitations or managing the public policy so as to prevent it from limiting business. And while managing policy to prevent business limitations often involves political strategies, such as lobbying or investing in PACs, prior marketing research suggests most management of threats occurring in a firm’s external business environment are likely to revolve around marketing, instead of political, strategies.

So as to better understand marketing’s role in environmental management, survey responses of executive level-respondents were matched …

Exploring Alternative Views Of Time In Marketing Management: How Temporal Orientation Impacts A Firms’ Strategic Orientations, Jeffrey R. Carlson, William T. Ross Jr.

AMTP Proceedings 2017

The field of marketing demonstrates an established and long-standing tradition of incorporating time into its theoretical frameworks. Nonetheless, although marketing has heavily utilized time in its conceptualizations, scholars have suggested that marketing has overly relied upon a single type of time, objective time as measured through a clock, and has underutilized subjective time which refers to time that is differentially perceived and experienced by individuals, organizations, and cultures. In light of this context and need to study alternative forms of time, we explore how a specific type of subjective time – organizational temporal orientation – impacts strategic orientations.

This work …

Managerial Short-Termism: An Integrative Perspective, Atanas Nikolov

AMTP Proceedings 2017

Due to the intangible nature and accounting treatment of marketing expenditures in the public corporation, such investments are prime candidates to being sacrificed on the altar of managerial short-termism. Usually termed marketing myopia or myopic management in general, the practice of underfunding marketing investments such as advertising has been linked to multiple negative outcomes in terms of firm performance and future firm value (Aaker 1991; Pauwels et. al 2004; Mizik and Jacobson 2007; Mizik 2010; Chapman and Steenburgh 2011). However, myopic management research in marketing suffers from numerous shortcomings. First, most authors focus on unique contexts under which myopic management …

Supermarket Pricing Model Impact On Private Label Brands Versus National Brands Among Millennial Consumers, Jeffrey Hendrix, Vinny Caraballo

AMTP Proceedings 2017

National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies. Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers. A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households. Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X). A MANOVA provided …

Examining Purchase Shares Of Private Label-Brands And Consumer Demographics: A Study In The United States And Turkey, Musa Pinar, Tulay Girard, Nilay Bıçakcıoğlu, İlayda İpek, Paul Trapp

AMTP Proceedings 2017

In recent years, private-label brands have become a well-established part of the global retail environment, often possessing significant market share. This study examines: (1) the proportion or percent (purchase share) of consumers’ monthly purchases for (a) private-label brands of grocery and household products in general and (b) the Great Value (Walmart, U.S.) and Migros (Turkey) private-label brands in particular; (2) the potential effects of gender, income, age, and household size on consumers’ monthly purchase shares of private-label brands; (3) if the effects of these demographic factors have similar associations in the U.S. and Turkey; (4) if consumer awareness, perceived quality, …

Too Nice To Be Dominant: How Brand Warmth Impacts Perceptions Of Market Dominance, Jennifer L. Stoner, Carlos J. Torelli

AMTP Proceedings 2017

Consumers are unaware of brands’ market dominance. This is important given that even misperception as a market leader has been shown to lead to positive evaluations from consumers. We hypothesize that when consumers are lacking direct knowledge about a brand’s market dominance, brand image is used as a cue for inference making: specifically, a brand with a warm, kind, and generous image will be in conflict with perceptions of market dominance, which are perceived as an embodiment of power. Thus high warmth brands will be perceived as less market dominant than low warmth brands.

In study 1, we use real …

Attribution Theory Makes Way For Dining Etiquette To Play A Role Within The Domain Of Relationship Marketing, Jennifer R. Bechkoff

AMTP Proceedings 2017

The purpose of this paper is to contribute to the development of the theory of relationship marketing, particularly in relation to the role dining etiquette plays within that domain. This conceptual paper consists of an analysis and elaboration of current markers and drivers in relationship marketing theory, and expounds on the importance of dining etiquette.

Dining etiquette is a set of social morays, norms, and customs that one adheres to while eating with company. It is a learned skill not everyone has honed. Could a salesman with poor dining etiquette be professionally disadvantaged if business is conducted over a meal? …

Actor-Resource-Activity (Ara) Model For Studying Interactive Network Branding In Business Relationships, Nikolina Koporcic

AMTP Proceedings 2017

The purpose of this paper is to present Interactive Network Branding (IN-Branding) and discuss its main constituents through the actor-resource-activity (ARA) model of business relationships. As a theoretical background the paper presents traditional ARA model of the Industrial Marketing and Purchasing Group. In the same manner, the importance of IN-Branding for business relationship development is elaborated. The Pyramid of IN-Branding, as a new theoretical framework, advocates the merge between business network and corporate branding literature. The actor layer of IN-Branding pyramid is presented by individual human actors, the resource layer through their social network relationships, while activity layer is acknowledged …

Building A Model Of Consumer Warfare Theory, David Burns, Jennifer Hutchins, Rick Mathisen

AMTP Proceedings 2017

Consumer Warfare Theory was first proposed by Burns, Manolis and Warren. The original work hypothesized six strategies that consumers would pursue when a rival consumer purchased a product.

A study was conducted to assess the affect towards one’s rival that determines the strategies of product purchases. A model was hypothesized that reflected the strategies that rivals followed given the affect toward one’s rival.

The positive and negative affects were measured with multiple scales. The hypothesized strategies were also measured with multiple scales. The scales formed indicator variables for the constructs in the model.

Several models were evaluated to assess the …

Student Success Is Impacted By Not Attending Gateway Quantitative Classes: A Pilot Study, Michael Latta, James Solazzo, Dennis Rauch

AMTP Proceedings 2017

Universities are charged with equipping the next generation of graduates with the skills and knowledge to benefit both the businesses they will work in. Analytics are the skills needed by both for profit and non-profit operating businesses. For example, in August of 2013, Forbes printed a post on the Forbes Insights blog by Daniel Keherer titled ‘Analysis Shows Jump in Marketing Analytics Jobs.’ The Definitive Guide to Marketing Metrics and Analytics (Dholakia, 2015) has been freely made available by Marketo. Harvard Business School Press has also published a book titled ‘Competing on Analytics: The New Science of Winning,’ by Harris …

Marketing & Business Strategy: A Relationship Opportunity In Curricula, Jon M. Martin

AMTP Proceedings 2017

Business schools and administration curriculum delivery often fail to recognize and leverage the relationship between Marketing Strategy and overall Business Strategy courses regarding course overlap/merger, course scheduling, and/or instruction. Since it is becoming increasingly difficult to find and realize curriculum improvements that well engage students in the wake of scheduling conflicts and enrollment/matriculation challenges, Pfeiffer MHA is, and urges other academic programs to consider as well, embracing the standardization required to leverage these two course subjects in order to realize the academic synergy between them for our students.

“Are We Having Fun Yet?”: What Factors Influence Senior-Level Managers To Have Fun At Work?, Anthony Scardillo

AMTP Proceedings 2017

Contrary to belief, employees are NOT having fun yet. In fact, 73% of all employees are dissatisfied with their jobs (Crabtree, 2013). The reasons are many, but the underlying reason is that they are not having any fun! (Clark, 2009; Ford, McLaughlin, & Newstrom, 2003a; Kinjerski & Skrypnek, 2006). We believe that a fun and engaging workplace impacts employee engagement, morale, productivity and safety (Bedeian & Armenakis, 1998; Boyatzis, Smith, & Beveridge, 2012; 2013). We also believe that creating a fun atmosphere at work is accomplished only when management has fun (Bolton, Houlihan, & Renee Baptiste, 2009; CHI, CHUNG, & …

Flirting Online And The Connection Between The Use Of Dating Websites And Dating Applications, Kristine Johnson, Olguta Vilceanu, Manuel C. Pontes

AMTP Proceedings 2016

For this research, we used data collected by the Pew Foundation's "Internet and American Life Project Tracking Survey," conducted in Spring 2013. The data was adjusted through the use of sampling weights to estimate for general population parameters. The collected data examined online flirting, use of dating websites, and the use of dating apps. Findings suggest women between the ages of 18-34 years are just as likely as men to signal their romantic interest by engaging in online flirtation. In addition, women ages 50 years or older are less likely than men to signal their romantic interest by engaging in …

“Money Worlds” And Well-Being: An Empirical Test Of Tatzel’S Model Of Consumer Styles Based On Money Dispositions And Materialism With Extension To Other Consumer Behavior Variables, Leisa Reinecke Flynn, Ronald E. Goldsmith, Michael Brusco

AMTP Proceedings 2016

Miriam Tatzel (2002) has proposed a comprehensive theory of “money worlds and well-being” comprised of four prototypes of consumer behaviors based on whether consumers are high or low on materialism and simultaneously tight or loose with money. These four prototypes (Value Seekers, Non-Spenders, Big Spenders, and Experiencers) are proposed to differ strikingly along a variety of values, attitudes, and behaviors. Three earlier studies have reported tests or the model, but none specifically tried to confirm empirically the four types of consumers. The present study uses data from 1016 U.S. student consumers to test empirically the proposed typology and the proposed …

A Content Analysis: The Relationship Between Sentiment, Gender And Time Of Day In Ewom, Katie Bass, Laicelis Haro, Xiaotong Liu, Jaejin Liu

AMTP Proceedings 2016

This content analysis looks at several trends regarding electronic Word of Mouth (eWOM) and how consumers engage in eWOM. 304 tweets were analyzed and numerous correlations regarding gender and time-of-day. This research will be beneficial to brands and companies seeking to launch new products or services using social media as a promotional avenue.

Seeking Complex Health Services In The Age Of Self-Referral, Lindsay R.L. Larson, Dora E. Bock

AMTP Proceedings 2016

This study investigates the relationship between consumers’ information search and service satisfaction, specifically focused on the search for mental health professionals. The selection of a mental health provider is of interest because practitioners work from a highly diverse set of theoretical bases, may hold a wide range of different credentials and provide drastically different therapeutic approaches, therefore making the selection complex and difficult for consumers to self-navigate. Data sampling from patients of mental health suggest that consumers selecting a provider based on self-performed searches, rather than receiving external input (referrals from physicians, relatives, or friends), report lower satisfaction with their …