Marketing Commons^™

Market Orientation: The Implementation Of The Marketing Concept, Maura O Connell

The ITB Journal

The marketing literature has provided little guidance in relation to creating market driven organisations. It has traditionally provided pieces of the puzzle i.e. the product life cycle, segmentation etc, but it has fallen short of demonstrating how to put the pieces together to complete the picture i.e. creating a market oriented organisation. As a result marketing has largely been confined to ‘overseeing and co-ordinating activities directly involved with the outside - such as sales, promotion and delivery’ (Witcher B J, 1990). This has led to a situation where many organisations have reservations about the success achieved with the implementation of …

Because It Makes Me Feel Good: Moderation And Mediation Effects In Cause-Related Marketing, Reto Felix, Arash H. Zadeh, Arne Baruca

WCBT Faculty Publications

Based on a 2x2 factorial design, advertisements for a consumer product generated higher purchase intentions when a cause-related marketing (CRM) message was present than when no such message was included in the ad. This effect was statistically significant, regardless of the type of the product (luxury versus non-luxury). However, for the specific cause used in this study (fight against breast cancer), gender moderated the relationship between the presence/absence of a cause in the ad and purchase intentions. Further, in order to shed more light on the underlying process of cause related marketing messages, two alternative mediation hypotheses were tested using …

Two Repositories, One Strategy: Marketing Digital Collections, Daardi Sizemore, Heidi J. Southworth

Library Services Publications

In the last year, the Library at Minnesota State University, Mankato has launched two repositories for digital content, Cornerstone: A Collection of Scholarly and Creative Works and ARCH: University Archives Digital Collections. An important component of developing these repositories has been our marketing efforts. We will share how we worked together with Integrated Marketing, Printing Services, and the Library Outreach Committee to actively promote and advance the collections.

Corporate Social Responsibility In The B-2-B Market, Susan Saurage-Altenloh, Perry Haan

Atlantic Marketing Association Proceedings

Organizations that invest in corporate social responsibility (CSR) to improve the quality of a community or population expect a return on their investment in the form of improved brand reputation and greater consideration in the competitive environment. Homburg, Stierl, and Bornemann (2013) determined that targeted CSR activities could enhance trust and identification by organizational customers, thus fostering customer loyalty. The authors confirmed that CSR influenced client trust through loyalty and that integrating instrumental stakeholder theory with social exchange theory undergirded this link between CSR and trust. Maignan and Ferrell (2004) exhorted marketers to focus beyond consumers to other stakeholder groups …

Scholarly Pursuits: Business Insights From Driehaus Faculty Research

Business Exchange

Lessons in Marketing from the "Obama Model"; Lack of Self-Awareness at Work Hurts Team Performance; Award-Winning Research Sheds Light on Shareholder Activism

Mar 3613 Marketing Research, Yancy Edwards

Service-Learning Syllabi

No abstract provided.

Crowdsourcing As An Approach To Customer Relationship Building In Academic Libraries, Lisa A. Ellis, Aisha Pena

Publications and Research

Library initiatives to first-year students not only present an opportunity to offer information literacy instruction for student advancement but they also serve a key marketing function by communicating the library’s ongoing value and building customer relationships. Library orientation tours are an example of how to effectively market to first-year students. Combining peer-to-peer learning and user-generated content via social media known as crowdsourcing, Newman Library sponsored a contest challenging first-year students to create a video sharing a useful library tip. The contributions and benefits of this co-creation approach to fostering relationships are examined and the implications to strengthening other library-user bonds …

Music As A Positional Good: Why Market Success Might Actually Drive Away Some Fans?, Timothy J. Schibik

Atlantic Marketing Association Proceedings

The Oxford Dictionary of Economics defines “goods” as things that people (e.g., consumers) prefer to consume more of rather than less. Further, these “goods” overwhelmingly adhere to a relationship between price and quantity known as the Law of Demand wherein consumers will purchase more of a good at lower prices than at higher prices. How the demand for these “goods” reacts to non-price stimuli is also well known and yields a place in the market system for marketing. Traditionally, the adoption of marketing techniques to alter the consumer satisfaction process and thus consumer demand has predictable impacts on the market …

Analyzing The Effect Of Advertising On Hospital Choice And Selection: Advancing A New Truth For Hospital Selection And Its Implication For Other Service Providers, Michael A. Petrochuk, Trish Berg

Atlantic Marketing Association Proceedings

Consumerism has long-been an important driver in other industries across the globe, as industries have embraced the importance of meeting customer and consumer expectations (Bennett and Mandell, 1969; Oliver, 1980; Bolton and Drew, 1991; Peyrot, Cooper, and Schnapf, 1993; Taylor and Cronin, 1994). Firms have attempted to understand consumer expectations prior to the delivery of service or product purchase.

Within the last ten years, this consumerism movement has infiltrated into the field of global health care (Herzlinger, 2002; Grazman, & Leifer, 2007). Tenets of the consumer-driven health care include increased demands for high performance, flawless quality, data analytics to support …

Is Marketing Still Part Of Supply Chain Management, And Should Marketing Academics And Practitioners Care?, Stephen M. Rutner, C. David Shepherd

Atlantic Marketing Association Proceedings

Over the last twenty years, there has been a shift in emphasis in many colleges of business to incorporate Supply Chain Management (SCM). The questions of how to include this material and who are the responsible parties to deliver it impact the focus, depth and topics included in the SCM material. Since true SCM is boundary spanning in both academic and practitioner arenas, it is an important question to examine the role of Marketing in the overall process.

Over the past twenty years Supply Chain Management (SCM) has exploded as both an academic field of study and a critical competency …

Net Transaction Value: A Model Of High-Involvement Decision-Making In Buyer Choice Behavior, Blaine J. Branchik Phd, Eric H. Shaw Phd

Atlantic Marketing Journal

This study proposes Net Transaction Value (NTV), a unified theory of buyer decision-making. NTV hypothesizes that a buyer makes an implicit and subjective calculation before making a purchase in a high involvement context. In making this calculation, the buyer deducts the costs anticipated from a transaction or transaction stream from its associated benefits. In contrast to prior value equal benefits minus cost models, the NTV model conceptually expands, operationally defines, and empirically tests two types of benefits and costs. Benefits in the NTV equation reflect not only those derived from the product or service offering itself, but also from the …

Empirical Study Utilizing Qfd To Develop An International Marketing Strategy, Cassandra C. Elrod, Sarah M. Stanley, Elizabeth A. Cudney, Caroline Fisher

Business and Information Technology Faculty Research & Creative Works

Customer expectations can be extremely nebulous. This research identifies the demographic segmentations and their respective expectations for the spa market. Interviews were conducted and a subsequent questionnaire was employed to gather the voice of the customer and assess the expectations of spa clientele. All of the data was collected from luxury spas in Hawaii, and consisted of respondents from all over the world. Results of the survey suggest that while men want more tangible benefits of a spa, women prefer the experiential qualities of peace and rejuvenation. Additionally, those of lower to middle income focus on the atmosphere more than …

Paramedicine And Social Work: Case Studies In Authentic Student Recruitment, Nathalie Collins, Lynelle Watts, Renee Strauss, David Hodgson

eCULTURE

Selling the course experience to future students has been corporatised across the Higher Education sector. At many universities marketing and sales specialists, such as ECU’s Student Recruitment Team, rather than academic staff, field prospective student enquiries. Representing courses authentically is crucial to matching future students with an appropriate course experience and career, as well is managing future students’ expectations. A challenge for academics is communicating the course/career experience to university sales agents (recruiters). A challenge for recruiters is conveying an authentic course experience to future students when they have not taken a course themselves. This paper selects two ECU courses, …

Reconceptualizing Markets: Hip- Hop Artists, Marketing, Distribution, And Consumers, Ronald Pikes

Theses and Dissertations

Sociologists have made many contributions to the current understanding of markets. In spite of these contributions, individuals and market practices in sociology are generally overlooked, but both are important because individuals and their practices give markets their form. By overlooking market practices, sociologists disregard two of the most important forces within markets, distribution and marketing. These oversights significantly reduce our ability to understand how modern economic markets operate. Thus, the focus of this study is centered on market actions of independent hip-hop music artists and consumers of hip-hop music especially in regards to music distribution technology. Data was collected via …

A Social Marketing Plan For The Arkansas Miracle League, Abby Stuart

Graduate Theses and Dissertations

Miracle League is a baseball league specially designed to allow disabled children, teens, and adults have the same opportunity to play baseball as able-bodied individuals on a field specifically designed to accommodate all disabilities. This thesis offers the Miracle League of Arkansas a specified Social marketing plan. In order to assist Miracle League in the acquisition of new players, volunteers, and donors, research was compiled and conducted to implement a successful Social marketing plan for the spring 2016 Miracle League season. This Social marketing plan gives Miracle League recommendations on how to appeal to parents of potential Miracle League players, …

Environmental Ethics: Theory And Implications For Marketing, Raymond Benton Jr.

School of Business: Faculty Publications and Other Works

Many marketers recognize they have obligations toward the non-human world, obligations that are not fully understood. This chapter sheds light on how such marketers can justify their own feelings and persuade others. The chapter begins with the historical rise of environmental consciousness before discussing the two most influential of the Western ethical theories: Kantianism and utilitarianism. It then discusses their shortcomings before moving on to the sentimentalist approach to ethics that comes down to us from David Hume and Adam Smith. A direct line from the sentimentalist approach is drawn to the environmental/ecological ethics of Aldo Leopold. Much is left …

A Close Reading Analysis Of Bud Light's Pacman Super Bowl Commercial, Sally Hurst

Communication Studies

This paper offers a close reading analysis of Bud Light's PacMan Super Bowl commercial to uncover what rhetorical strategies are employed to appeal to the millennial generation. It discusses three main strategies: creating a "real" experience, nostalgia marketing, and emphasis on the "experience."

Devastation And Rebirth: A Longitudinal Study Of Bosnia’S Arizona Market, With Implications For Markets, Marketing And Society, Ruzica Brecic, Clifford J. Shultz, Katherine Sredl, Natasa Renko

School of Business: Faculty Publications and Other Works

In this presentation, we share findings from a longitudinal study—twenty years and counting—on the role of Arizona in the war and the peace in this highly contested region of Bosnia. Data were/are collected via site observations and retrospective interviews to explore the emergence of entrepreneurship in Brčko, Bosnia before, during and after the war. A synthesis and assessment of findings led to the exploration of the ways that the terms of Dayton and the implementation of Dayton by NATO IFOR, Task Force Eagle, 1st Armored Division (November and December 1995) and 1st Infantry Division (1996-2004), US Army, contributed to the …

World Cup 2014: Macromarketing Views From Croatia, Clifford J. Shultz

School of Business: Faculty Publications and Other Works

309 World Cup 2014: Macromarketing Views from Croatia Bruno Grbac, University of Rijeka, Croatia Clifford Shultz, Loyola University Chicago, USA This extended abstract is an abriged version of a longer document articulating a study on the effects of the FIFA World Cup, an organizationally, financially, economically and politically demanding quadrennial sporting spectacle that affects billions of global citizens. This reality raises questions about the effects of the World Cup on the marketing system of the host country and the participating countries, as well as institutions and people in them. As a step toward sharing insights the authors analyzed secondary data …

War, Civil Unrest, Failed States, And Other Extreme Threats To Marketing Systems, Clifford J. Shultz, Samer Abdelnour

School of Business: Faculty Publications and Other Works

Well-functioning markets and marketing systems are intended to enhance and to sustain the survivability and security of societies and the people who comprise them (e.g., Fisk 1967; Layton 2007; McMillen 2002; Shultz 2007; Wilkie and Moore 1999; World Bank 2014). For myriad reasons – natural or human-induced cataclysms and resource scarcity to list a few examples – marketing systems sometimes are disrupted or fracture (e.g., Shultz 1997; in press). This can have profound and often horrific effects on individuals, families, communities, countries, regions, and occasionally – at least twice in the form of two World Wars – global upheaval. The …

The Fifa World Cup: Analyses And Interpretations Of The World’S Biggest Sporting Spectacle, Clifford J. Shultz, Rodrigo Castilhos, Andres Alberto Barrios Fajardo, Bruno Grbac, Andreas Chatzidakis, Alexander Nill, Almir Peštek

School of Business: Faculty Publications and Other Works

This special session assembles scholars from various countries with keen interests in the marketing and societal dynamics of the world’s most popular sporting spectacle, the FIFA World Cup. It builds on a stream of research in, for example, ethology (e.g., Morris 1981) economics (e.g., Kuper and Szymanski 2014) consumer behavior (e.g., Shultz 1998; Tavassoli, Shultz and Fitzimons 1995), marketing (e.g., Shultz et al. 2010) and macromarketing (Shultz and Burgess 2011) that explores the systemic complexities of this enormous, global extravaganza and the extent to which it benefits and/or harms myriad players, fans, local and global consumers, companies, governments, societies and …

What You Really See In The Mirror: A Consumer's Journey With Self-Brand Congruence, Alexis Verone

The Review: A Journal of Undergraduate Student Research

In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, how do companies build this connection between the brand and the consumers’ self-perception? I researched the methods used to establish self-congruence with a brand, meaning how the brand’s personality fits with the consumer’s actual self, versus the consumer’s ideal self. I also examined the different ways advertising can increase brand congruity with the consumer, especially focusing on celebrity endorsements, purchase promotions, and the use of imagery in specific forms of advertising.

Who Pays For Music?, Meg Aman

Honors Projects in Management

The purpose of this capstone project was to determine the attributes of consumers that pay for music, specifically music streaming services. The recent decline in current individual track sales and the increase in the number of streamed songs, highlights the relevance of this topic. The increasing popularity in music streaming has caused much contreversy in the music industry. Many artists are unhappy with the low revenue they receive from songwriting royalties from these streaming services that offer a free platform. Artists are not the only ones who need consumers to pay for music, the music streaming sites that provide free …

Social Media Marketing In Midterm Political Campaigns & Its Effect On Political Activity, Samantha M. Beaupre

Honors Projects in Marketing

No abstract provided.

Segmentation Marketing: A Case Study On Performance Solutions Group, Llc., Jordan Brian

Undergraduate Honors Theses

The purpose of this research is to show how Performance Solutions Group, LLC can effectively use segmentation marketing both in their current market and in expansion. The goal is to find a solution and suggest changes that should be made to the marketing team at Performance Solutions Group. This research was completed by looking at how segmentation marketing is used in broad industries currently and investigating how Performance Solutions Group can use it in their company. This case study shows that segmentation marketing is an effective way for Performance Solutions Group to market its services.

An Information Privacy Examination Of The Practices Of Pharmaceutical Companies Regarding Use Of Information Collected Through Their Websites, Shonda Dellena Brown

CCAC Theses and Dissertations

Consumers have begun to take a more proactive approach to their healthcare by accessing pharmaceutical companies Websites to obtain health and drug information, support groups, rebates, coupons, as well as free drug trials. In exchange for these benefits, companies require consumers to voluntarily disclose information. However, research has shown that consumers continue to be concerned about how their information is managed, used, and distributed by companies, especially if accessed via the Web. To date, there has been limited empirical research to examine the actual online practices of companies when it comes to privacy, especially those of pharmaceutical companies. Using Delphi …

Design, Programming, And User-Experience, Kaila G. Manca

Honors Scholar Theses

This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.

I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.

The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …

An Analysis Of Empirical Research Of Social Media And User-Generated Content In The Hospitality Industry, Didi Fan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Hospitality remains highly competitive industry where establishments are always pushing new efforts to positively attract and retain consumers more so than the others. In recent years, the most significant trend in reaching to consumers is through social media. The research dives into great detail in the interactions and cause and effect between consumers and hospitality in social media such as the effect of user generated content. The research produces more details and ideas than simply engaging in social media helps hospitality establishments. The information was attained from a large content analysis of previous research, studies, surveys, experiments, statistical and quantitative …

Status Consumption And The Millennial Consumer: An Exploratory Study, Angelina Heugel

Honors College Theses

This paper focuses on millennial consumers’ perceptions about the motivation to purchase luxury and status items for the young working professional. It defines and addresses the relationship between status symbols and what drives the millennial generation’s purchases and desires to purchase. Research was conducted through a detailed literature review, qualitative pre-test and focus group. Through the pre-test, themes of luxury and status items were found. Common product categories to represent status items included: accessories, clothing, technology, travel, pet ownership, home ownership, expensive cars, and entertainment. The focus group was conducted in a classroom setting discussion with thirty students. Students participating …

The Effects Of The Internet On Marketing, Alexander M. Payne

Senior Honors Theses

With the use of the Internet, marketers are able to reach consumers where they work, play, shop, and live more efficiently than without it. Through e-commerce, social media, mobile phones, and much more, businesses are able to spread brand awareness, increase market share, and unveil new products. With this great opportunity comes an equally great responsibility, as businesses have now come under extreme scrutiny by their customers. In the Information Age, news travels faster and farther than ever before, with the news of ethical mishaps reaching even the smallest of shareholders. The most crucial element in e-commerce is trust and …