Marketing Commons^™

Designated Market Areas: Using Zip Codes As A Marketing Tool, Norma P. Nickerson, Jake Jorgenson

Institute for Tourism and Recreation Research Publications

This report converts zip codes of nonresident visitors to Montana into 210 Designated Market Areas and provides an investigation of four population segments. The first analysis looks at DMA representation divided by visitors’ primary reason for being in Montana with vacationers as the primary focus. The second section looks at repeat and first time vacationers to Montana. Finally, the zip codes of vacationers who spent at least one night in a selected travel region or CVB county were chosen for further analysis.

Dr Pepper Snapple Group: Fighting To Prosper In A Highly Competitive Market, Joseph S. Harrison

Robins Case Network

Since its separation from the food giant Cadbury Schweppes, Dr Pepper Snapple Group has experienced successes such as the turnaround of the Snapple brand and growth in demand for some of its popular brands. However, the company is still a distant third in an incredibly competitive industry. How can the company achieve continued success in the shadows of Coca Cola and PepsiCo?

The Consumption Of Concepts: The Hedonic And Utilitarian Effects Of Perceived Interactivity On The Consumption Of Digital Information, Colleen P. Kirk, Jennifer Thomas, Larry Chiagouris

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

How Does Color In Package Design Lead To Emotional Appeal And Consumer Behavior?, Andrea Floyd

Honors Theses

Consumer behavior can be broken down into specific components including different behaviors, such as attention, motivation, and persuasion, which can all lead the consumer to purchase. Within the literature, there is a common order that consumer behavior tends to follow, and all consumers go through a series of steps in their decision process before making a purchase. Scholars claim that attention leads to motivation, which leads to purchase. Many scholars also recognize emotional appeal and emotional value and their large influence on consumer behavior. Attention, motivation, and purchase can all be provoked using emotional appeal. Scholars suggest that emotional appeal …

Marketing For A Non-Profit, Katerina Foutsitzis

Senior Honors Projects

I am a senior Marketing major, and I wanted to incorporate what I have learned the past four years into my honors project. Acting as a consultant to a local non-profit here in Rhode Island, I developed a marketing plan to help The Welcome House target their local affluent community. The mission of Welcome House is to provide emergency shelter to homeless men, women & families of Washington County, and to provide transitional, supported, permanent, affordable and safe housing to the poor of the community.

Homelessness is becoming a tiring and depressing subject due to its repetitive negative exposure and …

Effects Of Chronic Regulatory Focus And Product Type On Internet Purchase Decisions, Chad Ryan

Honors Projects in Marketing

This study draws on Regulatory Focus Theory (RFT; Higgins 1987) to explore factors that affect a consumer’s online purchase attitudes and intentions. According to RFT, consumers tend to be either chronically promotion- or prevention-focused. Promotion-focused consumers are concerned with positive outcomes. Conversely, prevention-focused consumers are concerned with avoiding negative outcomes. Promotion-focused consumers are more willing to take risks than prevention-focused consumers (Higgins 1997). Promotion-focused consumers also prefer hedonic shopping experiences (i.e., pleasurable), whereas prevention-focused consumers prefer utilitarian shopping experiences (i.e., task-oriented) (Arnold & Reynolds 2009). Because products that are purchased on the Internet cannot be seen or touched prior to …

Does Twitter Create Similar Patterns Of Positivity/Negativity As Face-To-Face Word-Of-Mouth?, Nicholis Jones

Honors Projects in Marketing

Word-of-mouth communication is important to organizations because it is a free form of advertising and has been shown to be influential on consumers’ purchasing decisions. Marketers of course, would like WOM to be positive and thus increase brand reputation and sales. In the past decade, new forms of communication have created different channels for WOM to travel through. Current social media websites such as Facebook and Twitter allow one person to send a message to many almost instantaneously. This study’s objective is to examine the WOM on the networking site Twitter. Previous research has indentified the relative incidence rates of …

Consumer’S Preferences On Purchasing Seafood From The Gulf Coast Region Following The Deepwater Horizon Oil Spill, Jared Wheatley

Agribusiness

No abstract provided.

International Career Conference 2011, Candice Ryann Powell

Communication Studies

As marketing coordinator for the International Career Conference (ICC) 2011 I describe the steps I took to advertise for the event. This event had 10 workshops, 17 companies, and over 200 attendees.

Toward A Computer-Scored Assessment Of Marketing Expertise, Donald R. Bacon, Tia M. Quinlan-Wilder

Scholarship of Teaching and Learning

In this paper, case-based measures of marketing expertise, a construct perhaps similar to critical thinking, are developed. The measures only achieved modest reliability. In a pre-post design, there was some evidence that students improved in marketing expertise during the quarter, but the effect is probably small, indicated that repeated training would likely be necessary to achieve more substantial learning gains.

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 …

Circus: An Integrated Curriculum Unit, Institute For The Development Of Gifted Education, Ricks Center For Gifted Children, University Of Denver

Ricks Curriculum Units Series

An integrated curriculum is an instructional approach that connects the disciplines to an underlying theme or topic. Immersing students in an integrated-thematic unit provides the backdrop for experiences to occur across the disciplines. Shaping coursework around integrated themes is especially appropriate for gifted students, however using an integrated-thematic curriculum is appropriate for all learners as it develops students' abilities to make connections, to solve problems by looking at multiple perspectives, and to integrate information from different fields of experience. An integrated-thematic curriculum permits students to be active participants in their own learning as they design their own explorations and take …

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.

Top 10 Law School Home Pages Of 2010, Roger Skalbeck, Jason Eiseman

Georgetown Law Faculty Publications and Other Works

This ranking report attempts to identify the best law school home pages based exclusively on objective criteria. The goal is to assess elements that make websites easier to use for sighted as well as visually-impaired users. Most elements require no special design skills, sophisticated technology or significant expenses.

Ranking results in this report represent reasonably relevant elements. In this report, 200 ABA-accredited law school home pages are analyzed and ranked for twenty elements in three broad categories: Design Patterns & Metadata; Accessibility & Validation; and Marketing & Communications. As was the case in 2009, there is still no objective way …

Ua19/13 Athletic Marketing, Wku Archives

WKU Archives Collection Inventories

Records created by and about Athletic Marketing.

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 …

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.

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 …

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 …

Determining Consumer Interest In Georgian Wines, Julie Ann Inderbitzen

Agribusiness

This study was done in order to determine if there is a demand in California for wines originating in the Eastern European Country of Georgia. A survey was used in order to collect primary data from 100 respondents in two locations. The surveys were conducted in Pleasanton, CA and in San Luis Obispo, CA and were later analyzed using surveymonkey.com Microsoft Excel 2008. The data was analyzed using chi square tests, independent t-tests as well as observed frequencies and charts. The tests were used to determine demographic data about California wine consumers and to measure their interest in wines from …

Social Media Marketing: Gaining A Competitive Advantage By Reaching The Masses, David J. Perdue

Senior Honors Theses

Social media marketing involves the use of online social media tools—such as Facebook, Twitter, and LinkedIn—to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers. However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social media marketing strategy that will prove successful in the long run? Instead …

Gen Ms 24 T.A. Huston & Co. Chocolate Box Finding Aid, Karin A. France

Search the General Manuscript Collection Finding Aids

Description:

In the early 1920s, T. A. Huston & Co. of Auburn built a 7-story bakery building in Portland, which became the Glickman Library of USM in the early 1990s. This is the original packaging of "Clover Leaf Chocolate Peppermints," produced by T. A. Huston & Co.

Size of Collection:

0.25 ft.

Predictive Modeling Of Alumni Donor Behavior, Lauren Prue

Honors Projects in Mathematics

In recent years, college and universities have relied increasingly upon the charitable contributions of its previous graduates; as the costs of tuition rise substantially, development offices are facing the challenge of creating annual fund campaigns that are minimally expensive while providing the maximum potential for return. This study addresses the available constituent database at one University in particular in an effort to identify what criteria are the strongest predictors of donor response at a small, private university located within New England. The analysis utilized predictive modeling and data-mining largely within the software program Rapid Insight to build several models in …

Major League Baseball: America’S Recession-Proof Pastime, Mark Mcdonnell

Honors Projects in Finance

This project is a study which examines how attendance levels in Major League Baseball stadiums have been impacted by the current recession in the United States which began in October 2007. Research on attendance during past recessions has shown a strong relationship that during downtrends in the economy, baseball attendance levels generally do not suffer. Using an ordinary least squares regression, independent variables including; percent change in ticket price from previous season, distance to closest competitor, percent change in ticket price of the closest competitor, winning percentage during previous year, winning percentage during current year, unemployment rate during current year, …

The Perceived Credibility Of Brand Mention In Magazine Articles In Comparison To Advertorials And Traditional Paid Advertisements, Christina Conner

Honors Projects in Marketing

This study explores the perceived credibility of brand mention in magazine editorials compared to advertorials and traditional paid advertisements. Surveys were administered to three groups of college students after viewing an editorial, an advertorial or a paid advertisement. Respondents were asked to identify their level of agreement regarding credibility, likeability and perceived selling intent of the content.

Results indicate that advertorials are perceived to be less credible than editorials and traditional paid advertisements. Traditional paid advertisements are perceived to be the most credible method of brand mention in magazines. It can also be determined as a result of this study …

Online Video Contest Effects On Brand And Ad Attitudes, Daniel A. Janis

Honors Projects in Marketing

This research investigates how online video contests (OVCs) affect brand image, as measured by brand and advertisement attitudes. After conducting a pre-test to discover an appropriate product for the Generation Y target market, we ran an experiment examining OVCs, television, and magazine ad’s effects on multi-item measures of brand and advertisement attitudes. One hundred twenty-one subjects were randomly assigned to one of the three test conditions. The OVC significantly resulted in positive brand attitudes for the hedonic dimension such as feelings and attractiveness of the brand. For the more functional characteristics, OVCs did not influence brand attitudes. OVCs also produced …

An Examination Of The Interfaces Between Operations And Advertising Strategies, Abdullahel Bari

Doctoral Dissertations

This dissertation is composed of three journals examining the interfaces between the marketing variable of advertising and various aspects of the operations function of the enterprise, namely, (1) production cost [Chapter 2], (2) inventory control [Chapter 3], and (3) service cost learning [Chapter 4]. The first journal identified the optimum advertising allocation policy over time in the presence of a quadratic convex/concave production cost function when the advertising response function is concave using a modified Vidale-Wolfe model. Through analytical proofs and numerical simulations, the results indicated the potential superiority of a pulsation policy in the presence of concavity in the …

A Marketing Plan For An Artisan Bread Bakery, Audrey Campana

Agribusiness

This study was undertaken to determine whether there is market potential for Word-of-Mouth Bakery to expand its current operation in food retailing in Modesto and the surrounding areas. A Case Study was conducted on Panera Bread Company to use as a competitive analysis to compare Word-of-Mouth Bakery with an established nationally known artisan bread company. An expert opinion poll was also conducted to assess the market potential in supermarkets from the observations of in-store bakery managers in Modesto and the surrounding areas. A SWOT analysis was used to determine the internal strengths and weaknesses, and external opportunities and threats that …

A Target Profile And Positioning For An Informational Lettuce Website, Julee Dyann Evangelo

Agribusiness

This project was conducted to determine what type of content a consumer would like to see on a lettuce informational website and what will drive consumers to re-visit this informational website. A survey was used to collect the data for this project. The survey was self-administered online offered through Survey Monkey. The survey link was posted on a number of food forums, Facebook fan pages related to food, and Tanimura & Antle’s website.

The data described lettuce purchasing behavior, internet usage related to food and social networking, and demographics of potential lettuce informational website visitors. Statistical tests were used to …

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.