Marketing Commons^™

Red Lion Hotel Corporation, Yin-Chia Shao

MBA Student Scholarship

This paper is a strategy executing research project of Red Lion Hotels Corporation. The research content includes the nature of the business, environmental analysis, strategy position within the industry, competitive advantage, strategic history, evaluate strategy and a conclusion. The company grew from a focused differentiation strategy to a broad differentiation diversification. Examining the business environment analysis, the external environment has a moderately strong impact on the company and the internal environment has a moderately weak position. The inferior position is a disadvantage to the Red Lion Hotel Corporation's growth. In addition, compared the company with Choice International Hotels, Inc and …

Social Media: Revolutionizing The Business World, Emily Raush

Senior Honors Theses

Public communication avenues were greatly affected through the invention of the Internet; however, what has developed communication processes even further is the rise of social media. This thesis explains how the utilization of social media tools is revolutionizing the business world and also provides information to understand the direction in which social media is heading.

Does Marketing Have An Image Problem? An Empirical Study In To The Opinion Of Marketing From The Perspective Of Business And Consumers., Tony Ferguson

Theses

In the 50 year period since the marketing concept was first introduced to business strategy, we have witnessed a shift from the post-World War 2 austerity of supply shortages, to a modern day consumerist society, where maturing markets and an excess supply of goods and services pose serious challenges, in a highly competitive business environment. As competition has intensified, businesses have endeavoured to differentiate themselves from their competitors. Billions of dollars have been invested in research to gain an insight in to what motivates a highly sophisticated and increasingly cynical consumer. These challenges have been exacerbated since 2008, by the …

A Marketing Plan For Main Street Small Animal Hospital In Templeton, Ca, Lisa Karcher

Agribusiness

A marketing plan was developed for Main Street Small Animal Hospital in Templeton, CA using client survey research. The surveys determined the possible marketing avenues to improve the current marketing status of Main Street.

Farrell’S Nursery Company Limited Brand Identity Project, Peter Dee

Other resources

Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the Farrell’s Nursery Company which was used on business cards, letterhead, signage and website.

Farrell’s unique plant nursery is always full of fresh ideas, inspiring plants and solutions for every garden. You'll find an extensive range of plants and people who provide expert advice and a range of associated services at all times of the year.

Implementing The Customer Relationship Paradigm In Sports Marketing, Lynn W. Mcgee

AMTP Proceedings 2010

With the increasing attention to services marketing, the paradigms that guide marketing practitioners are shifting. An emerging approach useful to sports marketing is the study of customer relationships and their role in marketing mix design. This qualitative study examines the process, benefits and costs of implementing the customer relationship paradigm in brand identity development. A new baccalaureate university introduced athletics—and needed a mascot, colors and visual identity. Gronroos’ model of external, internal and interactive marketing guided the process. The results demonstrated the benefits of the approach and identified the need for stronger concepts and measures in this emerging research.

Supreme Seafoods, Thomas Cooney

Case studies

Fintan Barrett’s four year old daughter would often turn to him while playing and exclaim “what to do, Daddy?” Indeed, this very question of what to do next had frequently swirled around his own head as he considered the options that were now available to him and his business Supreme Seafoods. Some commentators had described the recent economic crisis as ‘a perfect storm’ and that analogy was particularly apt for someone operating in the fish industry. Although Fintan’s family had worked in the fishing industry for many generations, whether out at sea or processing and selling fish on land, the …

Gender Differences In Communication:Implications For Salespeople, Daniel H. Mcquiston, Kathryn A. Morris

Scholarship and Professional Work - Business

As more women enter into the traditionally male-dominated occupations of sales and purchasing, an understanding of gender differences in communication can provide salespeople with added information to increase their effectiveness. 1his paper begins with a review of the research on gender differences in verbal and non-verbal communication and then applies these findings to the field of sales. The paper concludes with managerial implications and recommendations for how salespeople might account for gendered aspects of their communications and by so doing potentially increase the effectiveness of their sales process.

Take Your Business Elsewhere: A Marketing Plan For The Usu College Of Business, Mckenzie Rae Anderson

Undergraduate Honors Capstone Projects

The College of Business study abroad program began in the summer of 2007. The study abroad program promises to be a strong point in the scholastic career of any student that chooses to participate, as well as a key strategy to the future success of the College of Business as a whole.

The success of this program comes from overall national growth in the interest of studying abroad, as well as the trend in business of globalization. While there seems to be some competition for the College of Business study abroad program, the specialized needs that the program addresses provides …

De Boerinn (Netherlands), Thomas Cooney

Case studies

Hendrik Jan Hoogendoom and his parents sat around the family dinner table and once again discussed the key problem facing the business in which they all worked. There had been many changes in the use of their land over the past two decades but they knew that they had not yet achieved the maximum economic return from it. Currently, the primary income came from recreation activities, which were extremely successful for six months of the year. But the challenge remained on how they could keep the business equally active during the long cold winter months.

Heylen Bvba (Belgium), Thomas Cooney

Case studies

As Tom Heylen reflects upon his early days in business, he often wonders how his company Heylen bvba survived. He had left university after just one year of studying biology in order to pursue a business opportunity that he believed existed in the market and that needed to be acted upon without delay. About that time, nature had become modified to such an extent (particularly in Europe) that biodiversity could only be conserved through active management and restoration of the few natural areas which remained. Such management required innovation, specialised equipment, and knowledge in order to be successful. But those …

South Hill Enterprise (Ireland), Thomas Cooney

Case studies

Billy Barrett was facing challenges as a consultant that he had never previously experienced. All of the goals that are expected in business practice were not amongst the main priorities here. Confused, he asked Maura Melia (Manager of South Hill Enterprise) if he could clarify the situation.

Guardian Angel (Ireland), Thomas Cooney

Case studies

It was the summer of 2006 and three friends of many years had come up with a business idea that they believed could be a money-spinner for all of them. Maria Harrison, Krystle Malone and Marie Lyons had all been students at the Technological University Dublin and had recently completed their degree in Marketing. As part of their programme, they had taken a course on Entrepreneurship by way of interest rather than any deep-rooted desire to start their own business. But now, they are about to meet a venture capital company to ask for €300,000 to get the business started. …

Ecoserve (Ireland), Thomas Cooney

Case studies

Roisin Nash had just finished reading a new report that had recently been launched by the Minister for Communications, Marine and Natural Resources Noel Dempsey at the headquarters of the Marine Institute at Oranmore in County Galway. The report, entitled ‘Sea Change – A Marine Knowledge, Research and Innovation Strategy for Ireland 2007- 2013’, presented a national agenda (comprising of science, research, innovation, and management) aimed at a complete transformation of the Irish maritime economy. Roisin felt that the report provided a clear and realistic picture of future opportunities and challenges within the Irish marine industry, and that it would …

Digicel Foundation (Haiti), Thomas Cooney

Case studies

It was a beautiful day on March 5th 2007 and the official launch of the Digicel Foundation Haiti was drawing to a close. The Foundation had been inaugurated at a special ceremony to mark the completion of the Foundation's first project, the rebuilding in record time of the Ecole Mixte Lageho (a primary school in the hurricane ravaged Pont Janvier rural community of Thomazeau), thanks primarily to the combined efforts of Digicel staff and local community members. Denis O'Brien (Digicel Group Founder / Chairman and Patron of the Digicel Foundation) was joined at the ceremony by the Prime Minister of …

Daft.Ie (Ireland), Thomas Cooney

Case studies

Eamonn and Brian Fallon sat in their office at the Digital Hub near the Guinness Brewery in Dublin and reflected upon their success. It was a beautiful day outside and the sun shone warmly through the windows. About them on the walls was an array of awards that they had collected over the past two years. Indeed they had received a telephone call earlier that day informing them that the radio programme ‘Down To Business’ on NewsTalk 106 had selected them as a leading example of best business practice and wanted to interview them. It was yet further recognition that …

Just Tell Me The Rules! Or When Did The Rules Change?, Valerie Christian

WCBT Faculty Publications

Anne is an experienced direct marketer. Just promoted to CEO, Anne proves to be naïve in managing The ABC Catalog Company, despite her twenty years of experience with the company. She prefers to set simple, straightforward rules for her direct reports to follow. Her management philosophy has been influenced by advice from her mentor and by her personal experiences working with her direct reports when they were her colleagues. According to Anne “The big picture is for her (and perhaps her newly-appointed and trusted CFO, Jeff) to worry about.” Anne feels that many of her direct reports are incapable or …

Volume 1, Liberty University

Liberty Business Review

No abstract provided.

Sole Survivors: How Exceptional Companies Survive And Thrive At The Edge, Anto Kerins

Books / Book chapters

Some companies seem born to fail, while others manage to survive and thrive despite great adversity. What are the secrets of the survivors?. Sole Survivors puts nine such companies under the microscope to discover what sets them apart from their less-successful competitors, what make them "exceptional". But these nine are neither blue-chip multinationals nor high-tech operators. They are small to medium-sized European companies in a traditional section that has been decimated in recent times-footwear manufacturing. This book tells the stories of these companies in detail from their historical development through to their current business strategies, from their organisational structures to …

Confounds In The Measurement Of Predictive Expectations, Richard A. Spreng, Robert Mackoy, Cornelia Dröge

Scholarship and Professional Work - Business

Given the importance of predictive expectations in consumer satisfaction models, confounds in the measurement of expectations could result in misspecified models. Results of two empirical studies indicate that consumers interpret the word "expect" in numerous ways. A large minority of consumers interpret "expect" to mean "desire." The magnitude of the resulting confounding effect is illustrated by comparing results using a measure of expectations alone with results obtained when using a measure of expectations together with a measure of desires in a side-by-side format.

Quarterly Report - Fall 1993, Nova University

The Quarterly Report

No abstract provided.

Quarterly Report - Spring 1993, Nova University

The Quarterly Report

No abstract provided.

Quarterly Report - Spring 1992, Nova University

The Quarterly Report

No abstract provided.

Quarterly Report - Fall 1991, Nova University

The Quarterly Report

No abstract provided.

Quarterly Report - Spring 1991, Nova University

The Quarterly Report

No abstract provided.

Quarterly Report - Fall 1990, Nova University

The Quarterly Report

No abstract provided.

Quarterly Report - Spring 1990, Nova University

The Quarterly Report

No abstract provided.

An Empirical Investigation Of The Evaluative Criteria Of Industrial Buyers, Daniel H. Mcquiston, Rockney G. Walters

Scholarship and Professional Work - Business

A factor analytic methodology is used to measure and interpret the evaluative criteria used by the functional roles represented in an industrial decision making unit during their consideration to purchase a piece of capital equipment. The results of the study indicate that the criteria employed by each decision maker during the evaluation of this equipment varied by functional role. The attributes contained in each evaluative dimension were directly related to each functional role primary job responsibility.

Research Of Entiche Du Cholcolat’S Retail Market And The Implementation Of An Advertising Campaign, Marivic Perez-Robles

Whittier Scholars Program

This project looks at a local small business and how advertising played a role in its success. The student does research of the retail market and conducts surveys to gauge the consumers. From there, the student uses their findings to design and produce an advertisement campaign for the business. They say that, “the experience was valuable and I did find myself thinking through the research in search of marketing ideas.” They overall did not have success in the advertisement but instead success in the experience and value of learning from trial and error.

Opportunities Unlimited : Bryant College Helps Girls Win High Positions In Business

Historical Documents of Bryant University (1863-present)

This is a brochure from 1949 written to attract potential female students to Bryant College. It tells the story of Ginny, a fictional young woman attending Bryant with plans to enter the business world after graduation.

"The old high school crowd was breaking up, Ginny thought. Madge was going to the University to study English. Helen wanted to be a nurse. Eileen planned to continue her violin studies. But Ginny had other plans."