Marketing Commons^™

Social Media As A Marketing Tool For Business Operations, Katharina Jung

Theses

The purpose of this study was to elaborate different social media tools and their benefits as well as their risk for marketers.

An increasing number of companies use social media for their purposes and Internet users spend plenty of time with social media.

The use of social media is on the rise and cannot be ignored anymore. It is more cost-effective than traditional media marketing and distribution as well as other interactive marketing. Traditional media is struggling, but there is a connection between traditional and social media, which shows that these two relate to each other and influence the overall …

Healthcare Performance Improvement And High Reliability: A Best Practice Methodology, Randle D. Raggio, Kerry Johnson, Carole Stockmeier, Clarence S. Thomas Jr.

Marketing Faculty Publications

Healthcare Performance Improvement (HPI) improves reliability in healthcare by helping organizations achieve and sustain high performance outcomes in safety, quality, and satisfaction. Safety is the core value of the healthcare organization. Yet safety – protection from harm – doesn’t just happen. HPI provides a method for reducing the Serious Safety Event Rate through translating safety from a core value to specific behavior expectations of leaders, staff, and physicians. The HPI method and techniques are based on the best practices of high-reliability organizations (such as nuclear power and aviation) that get it right in safety. While healthcare has focused on traditional …

Specialty Food And Beverage: A Case Study Of Small Business Management, Barry Doyle, Arthur H. Bell, Dayle Smith

Finance

Specialty Food and Beverage is facing growing pains from its rapid expansion over the last decade and more. The case provides a summary of the challenges faced by the company in the areas of supply chain management, marketing plans, the creation of economic value, and the development of a long term strategy for profitable growth.

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.

The Potential Implications Of Web-Based Marketing Communications For Consumers’ Implicit And Explicit Brand Attitudes: A Call For Research, Sreedhar Madhavaram, Radha Appan

Business Faculty Publications

Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenomenal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recognizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article discusses the potential implications of Web-based marketing communications for consumers' implicit and explicit attitudes. In doing so, first, this article reviews the emergence of research on implicit attitudes, distinguishes implicit attitudes from explicit attitudes, and discusses research on explicit and implicit attitudes …

Developing Complex, Business-To-Business Products: Issues And Implications, Sreedhar Madhavaram, Radha Appan

Business Faculty Publications

No abstract provided.

Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy L. Lough, Jennifer R. Pharr

Environmental & Global Health Faculty Research

Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to …

The Village Voice: Masculine Identity Construction Within An Interpretive Community, Deirdre Duffy

Conference papers

This paper looks at how young Irish men construct their masculine self/identity/body keeping in mind the mediated world within which they find themselves, and considering their own more immediate social surroundings and influences, that is to say, their interpretive community. The research paper combines Foucault’s later writings on technologies of the self with literary theory, using critics such as Stanley Fish (1980) and his work on ‘Interpretive Communities’ to inform the study.

Consumer Responses In Sales To Multiple Media Advertising Exposures : The Impact Of Synergy Based On A Study Of Project Apollo Single Source Data, Leslie Wood

Legacy Theses & Dissertations (2009 - 2024)

The primary focus of this dissertation is to answer the question: how does exposure to advertising affect purchasing behavior, and in particular, how does synergy resulting from exposure to advertising in multiple media influence purchasing behavior? This is a critical piece of information in the business decision process of media planning. It determines which media to include in a media plan and how to allocate a limited budget across media in order to optimize the return on investment from advertising. This question has been studied in many ways since it has been a central question for the advertising industry for …

Business Consulting: A Marketing Strategy For The Entrepreneur, Anne Marie Klein

AMTP Proceedings 2010

The purpose of this study is to propose a framework of a marketing strategy for business consulting entrepreneurs. Although research related to entrepreneurial marketing for business-consulting firms is minimal, the intent is to create a foundation for additional research. With a case study research methodology and a review of the literature on entrepreneurial marketing, this study synthesizes this research into a framework for entrepreneurs to create a marketing strategy for their business consulting firms. Albeit in its infancy, entrepreneurs of business-consulting firms may be able to glean important marketing elements for the creation of a marketing strategy.

The Perks And Problems Of Being Department Chair, David J. Burns, Stephen S. Batory, John Lanasa, Chris Manolis

AMTP Proceedings 2010

Many faculty members find the opportunity to serve as chair of their department at a point of their career. How does the chair position differ from a faculty position? Of what should a faculty member be aware before agreeing to serve as chair? Is it possible to prosper in the chair’s position? This special session will involve a candid discussion if the chair’s position – its perks and its problems. Four marketing faculty, both present chairs and former chairs, will present a clear picture of the chair’s position, and will address such issues as chair selection and appointment, dealing with …

Organization Structure And Service Capabilities As Predictors Of Supply Chain Performance: B2b Seller’S Perspective, Harash J. Sachdev, G. Russell Merz

AMTP Proceedings 2010

In buyer-seller exchanges the seller not only provides the goods and service but also transfers its organization capabilities on to the buying firm. Improper selection and usage of these capabilities may reduce the seller’s sustainable competitive edge in future transactions in this supply chain. Through field interviews and Resource Based View literature, the authors propose and test a model linking organization structure, service capabilities, and seller’s satisfaction and performance in business-to-business exchanges. Based on eighty-seven responses, the results indicate that autonomous structure has a positive impact on all three service capabilities. Formalization has a positive influence on only logistics service …

The Effects Of Perceived Brand Globalness On Consumer Responses To Brand Failures, Xue Gao

Lingnan Theses

Even big companies cannot guarantee their brands never ever fail customers. Recently the brand failures of Toyota taught us a vivid lesson that a brand takes decades to be built up but to be ruined overnight. Although, the advantages of building global brands are well recognized in literature, the superiorities of global brands in brand failure context are not yet studied. This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures. Global brands are perceived superior to local brands due to factors like higher quality perceptions and prestige feelings. …

A Fighting Chance: The Struggle Of A Historically Black College Athletic Program, James W. Satterfield

AMTP Proceedings 2010

The purpose of this study was to develop an understanding of the social dynamics surrounding a Historically Black College and University and its local community. The following research questions helped guide this study. What is the perception of South University’s athletic program in the local community? And What is the Community's relationship with South University Three focus group interviews were conducted, each with seven participants as well as semi-structured interviews. It became clear through the course of focus groups and individual interviews that the sociological nature of the relationship between South University and its local community was institutionalized along racial …

Creating A Successful Marketing Strategy For Your Small New Business, Stanley F. Stasch

School of Business: Faculty Publications and Other Works

Strategies for marketing small businesses.

According to the Wall Street Journal, 572,900 new businesses were started in the United States in 2003—and 554,800 businesses failed that same year. Perhaps that dismal statistic comes from the fact that more than 95 percent of all small, new businesses make one or more of the four major marketing strategy mistakes identified in this book.

Selecting, Marketing And Rebuilding A Herd Of Genetically Superior Animals, Katherine Rector

Dairy Science

No abstract provided.

What Makes Strategy Making Across The Sales-Marketing Interface More Successful?, Avinash Malshe, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

Extant research on marketing strategy making (MSM) lacks process-based theoretical frameworks that elucidate how marketing strategies are made when sales and marketing functions are involved in the process. Using a grounded theory approach and data collected from (a) 58 depth interviews with sales and marketing professionals and (b) a focus group with 11 marketing professionals, we propose that MSM within the sales-marketing interface is a three-stage, multifaceted process that consists of Groundwork, Transfer and Follow-up stages. Our process-based model explicates the specific activities at each stage that are needed to develop and execute marketing strategies successfully, the sequence in which …

The Sacred And The Secular: Blending Borders To Maximize Product Success, Karen R. Deross

Journalism

In a society where a person can choose anything he wants from a vast literary buffet, the products that appeal to varied audiences with differing values and interests stand out among the masses. The Purpose Driven Life by Rick Warren is a prominent example of a product that became explosively successful in two starkly differing markets: the secular and the religious.

This research paper explores the history and controversy surrounding the combination of these two markets and the implications they have for each. The triumph of The Purpose Driven Life, as well as other prominent Christian titles, is focused on …

The Effect Of Hedonic Motivations, Socialibility And Shyness On The Implusive Buying Tendencies Of The Irish Consumer, Mayank Dhaundiyal, Joseph Coughlan

Conference papers

Previous empirical studies have shown that consumers' hedonic shopping motivations can reliably predict their impulsive buying tendencies (IBT). Impulsivity has been shown to have strong roots in people’s personality (Verplanken and Herabadi 2001). This study extended current research to include two other personality constructs - shyness and sociability - that have not been tested against impulsivity in the literature. A questionnaire comprising of subscales of IBT, hedonic shopping motivations, shyness and sociability as developed by Verplanken and Herabadi (2001), Arnold and Reynolds (2003) and Cheek and Buss (1981) respectively was administered to 194 respondents in two prominent Dublin city centre …

Surveyed Consumer Response To Grocery Store Social Networking Websites, Greg Aszman

Agribusiness

This study was undertaken to determine whether or not people would respond favorably to a grocery store setting up a page on a social networking website (i.e. MySpace) and if so, what people would like to see on the page. Self-addressed, self-stamped envelopes containing a survey and a cover letter were passed out to obtain the information. This project used simple means and frequencies to analyze the whole population and sections of the population; social network users and non-social network users. Independent T-Tests and Chi-Square tests were used to compare the two groups. A statistical program, SPSS, was used to …

Sales Buy-In Of Marketing Strategies: Exploration Of Its Nuances, Antecedents, And Contextual Conditions, Avinash Malshe, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

This study uses a qualitative research design with the Grounded Theory method, to explore the multifaceted nature of sales buy-in, i.e. the sales function’s belief that marketers’ proposed strategy is appropriate and has merit. Based on 49 in-depth interviews with sales and marketing professionals, the findings indicate that obtaining sales buy-in consists of four key components: (a) objectivity and rational persuasion (b) sensitivity and responsiveness to reality (c) involvement in strategy creation, and (d) positioning for success. The findings also show that three organizational-level factors play an important role in determining sales buy-in: (1) eliminating interfunctional walls, (2) bridging the …

Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh

Honors College Theses

The purposes of this article is to first review the literature on gender differences in advertising then explore areas that are important in today’s online environment including differences in the various areas of online experience and behavior such as shopping, privacy issues, internet usage, use of website, and new media and user generated content considerations. I will also look at online advertising particularly, online video ads and banner ads. I will attempt to show through research that there are differences that exist among the genders, which also translate to the online environment and specifically in the various areas of experience …

Does Brand Image Or Taste Have More Influence On Consumer Preference For Energy Drinks?, Matthew Moore

Honors Projects in Marketing

In the past, numerous studies have been completed comparing brand image to product performance. In these studies it has been shown that brand image does have an effect on preferences and observers evaluate product performance differently when brand image is part of the equation. However, Generation Y is often cited as being skeptical of advertising, because they have been bombarded with media their entire lives. Therefore, this study examined a product targeted towards Generation Y, energy drinks, and compared stated brand preferences to actual product performance. The sample was 68 college students from Bryant University varying in age from 18 …

Product Placement And The Effects Of Persuasion Knowledge, Stephen Fitch

Honors Projects in Marketing

This study examines the effect of persuasion knowledge and cognitive busyness on attitude toward a brand embedded in a popular movie. Product placement is filling an increasingly important role in marketing strategy as conventional techniques have been rendered ineffective by their own ubiquity. Cognitive busyness was hypothesized to cause a product placement message to be processed on a superficial, peripheral level. If joined with persuasion knowledge, the subject’s lack of ability to devote resources to critically evaluate the message would activate compartmentalized knowledge of products and brands increasing the ease of this information’s mental accessibility and thus aid the formation …

The Impact Of High Risk Propensity On Lifestyle And Consumption Behaviors, Gergely Nemeth

Honors Projects in Marketing

This research investigates the effects of high-risk propensity (as measured by the sensation seeking scale) on lifestyle variables such as substance use and abuse, number of sexual partners and driving behavior, and explores the consumption patterns exhibited by different risk propensity groups. An online survey with 340 participants was conducted; 64 low, 204 medium and 62 high sensation seekers were identified. High sensation seekers exhibited riskier behaviors across all lifestyle and consumption behaviors and led us to conclude that it is, in fact, a constant personality variable. We have not found a significant difference between age and sports activities one …

Irish Marketing Review, Vol. 20, No. 1, 2009, Aidan O'Driscoll

Issues

No abstract provided.

Plan To Support Horticulture Industry Development 2009 - 2012 - For Discussion, Department Of Agriculture And Food, Western Australia

Horticulture published reports

The State Government's increased investment in agriculture and food recognises the integral contribution this sector makes to the economy of Western Australia.

It is a key industry which will support Western Australia's growth beyond periods of boom and through the economic rebuilding phase ahead. Ensuring the State remains highly competitive in both domestic and international markets is vital to the future of our economy

Public funds must be 'money well spent'. This means ensuring the right direction, efficiency and effectiveness of the Department of Agriculture and Food's programs. The department must focus its efforts on economic development - this is …

Russian Icons And American Money, 1928-1938, Wendy Salmond

Art Faculty Articles and Research

The article explores the marketing tactics and consumer expectations with regards to icons released in the street markets and provincial cities of Soviet Russia and acquired by American collectors from 1928-1938. These icons, including those from Byzantium in the tenth century, were seen as cultural commodities during the Russian revolution and the subsequent socialist construction. The Soviet apparatus Antikvariat was tasked with appraising the icon collections held by the Gosmuzeifond or the State Museum Reserve for exports.

Chasing Brand Value: Fully Leveraging Brand Equity To Maximize Brand Value, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the proposed theoretical separation. The authors argue that firms are continually attempting to ‘chase’ the appropriable value of their brands—defined as the theoretical maximum value that a brand could achieve if all brand equity were fully leveraged. Implications for developing measures of brand value are discussed.

Postscript: Preserving (And Growing) Brand Value In A Downturn, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

We have taken the opportunity provided by the current worldwide recession to further explore the implications of the relationship between brand equity and brand value that we proposed previously,^1,2 and our analysis reveals that companies have one of two strategic options for surviving. The “Just Good Enough” strategy maximizes current value, potentially hurting brand equity and appropriable value (or potential future value) in the process, while the “Altered Amortization” strategy offers an opportunity to chase current value while maintaining brand equity with current prospects and activating latent equity with potential prospects, which may increase appropriable value. Anything between these …