Marketing Commons^™

Lagu And Belu: The Semiotics Of Bottled Water Packaging, Daniel Fusch

Reconstruction: Studies in Contemporary Culture

There has been considerable recent criticism of the bottled water industry from professional and popular as well as scholarly sources. This criticism disputes the veracity of a brand's claim to a pure and natural source, as well as the standards for regulation. This paper adds another factor to the criticism of bottled "natural springs" water, emphasizing the magical operation implicit in the rhetoric for the packaging of bottled water. The paper examines the natural and supernatural semiotics of the commercial packaging for bottled "natural springs" water, and identifies a correlation between the semiotic function of the ancient Germanic rune lagu …

Marketing, Consumers And Technology: Perspectives For Enhancing Ethical Transactions, Gene R. Laczniak, Patrick Murphy

Marketing Faculty Research and Publications

The advance of technology has influenced marketing in a number of ways that have ethical implications. Growth in use of the Internet and e-commerce has placed electronic "cookies," spyware, spam, RFIDs, and data mining at the forefront of the ethical debate. Some marketers have minimized the significance of these trends. This overview paper examines these issues and introduces the two articles that follow. It is hoped that these entries will further the important "marketing and technology" ethical debate.

An Exploration Of Enterprise Level Partnership And The Influences Informing Private Sector Organisations' Choice Of This Model In The Republic Of Ireland, Kevin O'Leary

Masters

The research follows the strategic choice of Partnership and seeks to gain an understanding of the processes and practices which define this concept and the political, economic and historical influences which have shaped it's evolution. The primary focus of this study is to explore the factors which have shaped the decision of private sector einployers to engage with or to reject Partnership as an appropriate model. The literature and the surveys consulted suggest that Partnership has not become an established or mainstream activity and reflects singularly low levels of uptake despite being actively promoted by Government and it's social partners. …

Influence Of Foreign Media On Fashion In Young Adults In Pakistan, Arif Hasan, Shaza Bari

Business Review

The extent of the influence of Indian media on fashion choices is studied by finding the underlying feelings and motives behind fashion product purchase decisions for young female adults. The results showed that the influence of Indian media on fashion choices is minimal and does not lead to an active search for a particular product. Rather, the exposure is used to make a decision when they are faced with a choice between a product seen on the media versus another product. Accessories are more easily adapted than clothes, which are too glamorized. The soap dramas are more popular among the …

The Influence Of Children On Family Purchase Decisions: A Phenomenological Approach, Usman Majeed, Nadia S. Banoori

Business Review

This study was conducted to understand the influence of school-going children between seven to ten years of age on family’s buying decision-making in the area of North Nazimabad. A sample of three children was chosen to be interviewed and were asked a number of questions related to their influence on purchase. Later, their parents were interviewed to counter-check their perceptions about their children’s influence. The results showed that children did exert some influence on decisions, especially in cases where the product was for their own use. Another result was that the level of understanding of the children was high enough …

2006 July, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July 2006.

Debiasing Omission Neglect, Frank Kardes, Steven Posavac, David Silvera, Maria Cronley, David Sanbonmatsu, Susan Schertzer, Felicia Miller, Paul Herr, Murali Chandrashekaran

Marketing Faculty Research and Publications

Two experiments investigated the effectiveness of two new procedures for improving judgment by increasing sensitivity to missing information. When consumers are insensitive to important missing information, overly extreme product evaluations are formed. However, when consumers are sensitive to important missing information, they form more moderate and appropriate evaluations. Sensitivity to missing information was increased by encouraging consumers to consider their criteria for judgment before receiving product information (Experiment 1) and by asking consumers to rate presented and missing product attributes before providing overall product evaluations (Experiment 2). Both procedures were effective for improving judgment by reducing omission neglect.

Mabs: Spreadsheet– Based Decision Support For Precision Marketing, Bert De Reyck, Zeger Degraeve

Research Collection Lee Kong Chian School Of Business

In this paper, we describe a decision support system developed for automatically scheduling and optimising broadcasts of advertisements to mobile phones via SMS (Short Message Service) text messaging. The system, MABS or “Mobile Advertising Broadcast Scheduler”, is developed in Microsoft Excel with a link to Lingo, a modelling language and IP solver. It was developed for a London-based company specialized in location-sensitive precision marketing via mobile phones. The system significantly reduced the time required to schedule the broadcasts, and resulted both in increased customer response and revenues.

Marketing Research In Egypt... Truth Or A Myth, Samar Ibrahim

Archived Theses and Dissertations

No abstract provided.

2006 June, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June 2006.

Make, Buy, Or Ally: A Transaction Cost Theory Meta-Analysis, Inge Geyskens, Jan-Benedict E. M. Steenkamp, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

Since the publication of Williamson's Markets and Hierarchies, many empirical articles have investigated the tenets of transaction cost theory. Using meta-analytic techniques, we quantitatively synthesized and evaluated transaction cost-based empirical research on organizational boundary (make, buy, or ally) decisions. We found strong support for the theory for both make versus buy and ally versus buy decisions. However, we did not find evidence that asset specificity had stronger predictive power than uncertainty. Hierarchical and relational governance appropriately aligned with transaction dimensions both led to enhanced performance. On the basis of our meta-analysis, we provide directions for future research.

Fashion Sense, Nirmalya Kumar, Sophie Linguri

Research Collection Lee Kong Chian School Of Business

The article focuses on Zara store, which was opened in La Coruña, in Northwest Spain. The stores of Zara had a selling area of 811,100 square meters in 56 countries. Zara had become the best-known fashion brand in Spain and the flagship brand of 5.7 billion euros holding group Inditex, with sales of 3.8 billion euros in the financial year 2004. Among the keys to the success of Zara is its approach to the supply chain. Half of the garments of Zara is sourced around from third parties in low-cost manufacturing locations, including Asia. Basic collection items or wardrobe "staples," …

2006 May-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from May to December of 2006.

Distressed A Marketing Plan For A New Product Launch In The Salon Hair Product Market, Magdalene M. Misztal

Renée Crown University Honors Thesis Projects - All

Abstract The Problem: The salon hair product industry is highly saturated. Product innovations and differentiation are necessary to ensure success. Consumers are constantly analyzed, looking for a missed or forgotten market segment to target. Research: Companies engage in market research to identify opportunities. To simulate a situation a brand manager may face in this industry, I actively engaged in original market research metrics like surveys, focus groups and interviews to identify potential opportunities. Research was collected, analyzed, and transformed into a realistic value proposition. Findings: Consumers value healthy, strong hair more than any other factor. Consumers who use salon products …

The London Experience: A Study In The Persuasiveness Of Dress, Erin Wilson

Renée Crown University Honors Thesis Projects - All

The purpose of this thesis is to answer the research question, does living in a more fashion-forward culture divergent from one’s own for an extended period of time cause that individual to emulate the style of dress of the divergent, more avant-garde culture? More specifically, this thesis embodies a review of literature that delves into two topical areas, sociology of dress and the history of London as a fashion capital to decipher if these areas under review can explain the transformation observed.

The primary research design was the use of descriptive research in the form of a self-administered, convenience, non-probability …

Fads And Children: The Early Culture Of Consumption, Tamika S. Laldee

Renée Crown University Honors Thesis Projects - All

Fads have the ability to consume our attention and cause us to defy our better judgments. They have the power to pervade society with an intensity that rivals the infectiousness of an epidemic. Despite the influence of this phenomenon, there is no systematic assessment of the emergence of fads and their impacts on society. This thesis, “Fads and Children: The Early Culture of Consumption,” examines the effects of fads on children and families. This project begins by highlighting the fundamental characteristics of fads and how fads differ from traditional products. Since a discussion of the entire subject of fads would …

Filthy Clean Advertisements: A Comparative Study Of Shampoo Advertisements From 1954 And 2004, Jacqueline Braun

Renée Crown University Honors Thesis Projects - All

In this study, national advertisements for shampoo products were compared from 1954 and 2004 through the utilization of Katherine Toland Frith’s “Undressing the Ad” technique. This analysis procedure measures the underlying meaning of an advertisement through the dissection of the surface, intended, and cultural/ideological meaning. This study used 10 advertisements, five from each respective decade, to measure each advertisement’s level of stereotyping toward females and gender stereotyping cultivation in general. The study revealed that the 1954 advertisements more directly projected gender stereotyping; however, the 2004 advertisements also contained the stereotypes on an indirect level. Additionally, the analysis uncovered the fact …

A Descriptive Study Of The Marketing Mix Strategies Utilized By North American Christian Schools, David D. Horner

Doctoral Dissertations and Projects

Educators often misunderstand marketing. Frequently it is viewed as simply advertising or selling. Marketing is far more encompassing. A closer look at the components of marketing reveals an involvement in virtually all aspects of private school operations. Other than miracles or providential guidance, a solid business plan, based on the “marketing mix,” might contribute most to the overall growth and customer satisfaction within a Christian school. This dissertation is a qualitative study designed to research the marketing mix strategies of private, Christian schools throughout America and Canada. This research effort was designed to collect both descriptive and historical data. A …

2006 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May 2006.

Modeling Online Art Auction Dynamics Using Functional Data Analysis, Karempudi Srinivas Reddy, Mayukh Dass

Research Collection Lee Kong Chian School Of Business

In this paper, we examine the price dynamics of on-line art auctions of modern Indian art using functional data analysis. The purpose here is not just to understand what determines the final prices of art objects, but also the price movement during the entire auction. We identify several factors, such as artist characteristics (established or emerging artist; prior sales history), art characteristics (size; painting medium—canvas or paper), competition characteristics (current number of bidders; current number of bids) and auction design characteristics (opening bid; position of the lot in the auction), that explain the dynamics of price movement in an on-line …

디지털 환경에서 고객 참여를 통한 고객 주도형 관계 구조 형성에 관한 탐색적 연구, Jong Won Lim, Suk Joon Yang

Asia Marketing Journal

No abstract provided.

지식기반서비스 공급자의 시장지향성이 수혜자의 소싱과정에 미치는 영향, Jeon Pyo Noh

Asia Marketing Journal

No abstract provided.

산업재 물류에서 환경 불확실성과 물류자원역량이 관계규범과 물류서비스를 통하여 물류성과에 미치는 영향, Dal Young Chun, Hong Sun Kim

Asia Marketing Journal

No abstract provided.

서비스산업에서 소비자의 정이 행위의도에 미치는 영향, Jong Hee Park, Do Yle Kim, Seon Hee Kim

Asia Marketing Journal

No abstract provided.

편집위원장 임기를 마치며, 인수 전

Asia Marketing Journal

No abstract provided.

고려상표군을 반영한 준거가격효과의 모형화, Kwang Pil Chang

Asia Marketing Journal

No abstract provided.

What Makes Them Ignored? Consumers' Mindset Of Food Labels, Wai King Tse

Bachelor Degree - Marketing - Final Year Project

Executive summary

While Hong Kong consumers are increasingly concerned with food safety and a healthy diet, their usage of food labels during purchase remains significantly low. In order to prospect for effective moves in the future, one concordant step for both the government and pre-packaged food manufacturers is to understand the consumers’ perceptions and usage of food labels. This research explores what factors lead to such phenomenon and subsequently its implications in Hong Kong. The research also examines the behavioral variations of consumers in processing food labels.

The study begins with a literature review to construct research hypotheses, covering aspects …

Iwu Senior Wins Marketing Award, Diego Báez

News and Events (Discontinued Series)

No abstract provided.

Entertainment Industry Ratings Disclosures And The Clear And Conspicuous Standard, Mariea Grubbs Hoy, J. Craig Andrews

Marketing Faculty Research and Publications

This study examined entertainment ratings disclosures against the Federal Trade Commission's (FTC’s) Clear and Conspicuous Standard (CCS). In their investigation of marketing of violent entertainment to youth, the FTC advocated that the motion picture, music recording, and electronic games industries focus on “ensuring that the rating … and the reasons for the rating … are effectively and clearly communicated to parents” (p. 31). An investigation of a week of prime-time television commercials across six networks revealed that with the exception of dual modality presentation of the letter rating, ratings disclosure information is often incomplete and falls far short of meeting …

Incorporating An Affective Component To A Cognitive Model Of Brand Switching Barriers, Michael Thomas Richarme

Marketing Dissertations - Archive

Customer retention is an important goal of business. It has been shown in a general model of brand switching that consumers utilize internal assessments of satisfaction and brand switching barriers to reach brand selection decisions. Satisfaction is a complex construct, and has been studied extensively for the past several decades. However, this construct only accounts for approximately a quarter of explained variance in the customer retention construct. Brand switching barriers have not been studied extensively, though they have recently been shown to account for up to 30 percent of variance in the same dependent construct. Thus, a better understanding of …