Marketing Commons^™

An Experimental Examination Of Equivalence Failures In Multi-Cultural Comparative Research, F. Mark Case

Theses and Dissertations in Business Administration

As the global economy integrates, there is an increased need to understand international business phenomena. This forces a reliance upon multi-cultural marketing research, which is evidenced by a marked increase in international studies, particularly multi-cultural comparative research (Sin, Cheung & Lee 1999). Central to the usefulness of this research is the question of the validity and comparability of results, which is greatly affected by a property known as equivalence of test instruments; or the degree to which the scales and the items in them are seen to be the same across cultures.

To date, no research exists that approaches the …

Understanding Adolescent Intentions To Smoke: An Examination Of Relationships Among Social Influence, Prior Trial Behavior, And Antitobacco Campaign Advertising, J. Craig Andrews, Richard G. Netemeyer, Scot Burton, David Paul Moberg, Ann Christiansen

Marketing Faculty Research and Publications

Telephone interviews were conducted with more than 900 adolescents aged 12 to 18 as part of a multimillion dollar, statewide, antitobacco advertising campaign. The interviews addressed two primary questions: (1) Do counter-advertising campaign attitudes directly affect antismoking beliefs and intent in a manner similar to those of conventional advertisements? and (2) Can advertising campaign attitudes have a stronger effect on beliefs and intent for adolescents with prior smoking behavior and for adolescents exposed to social influence (i.e., friends, siblings, or adult smoker in the home)? The authors' findings show that advertising campaign attitudes, prior trial behavior, and social influence all …

Building Kentucky Collections With Worldcat, Carol Watwood

DLPS Faculty Publications

As the world’s largest bibliographic database, OCLC’s WorldCat is well known for its uses in cataloging and interlibrary loans. Less well known is its usefulness and versatility in making day-to-day decisions about collection development. The FirstSearch interface, available throughout Kentucky, is a user-friendly and useful interface for identifying relevant materials for a library’s collection. The prepublication records are helpful as an “early warning” for new publications. Other uses include the identification of state- and subject-specific materials. Also, the links and holdings records can help evaluate appropriateness for particular types of libraries and identify materials of interest. Furthermore, the inclusion of …

2004 June, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for June of 2004.

Integrating Product Platform Development With Supply Chain Configuration In A Global Environment, Soumen Ghosh, Nagesh Murthy, Byung Joon Park

Research Collection Lee Kong Chian School Of Business

In this research, we have investigated the interaction between product platform development and supply chain configuration in a global environment. A comprehensive decision support model has been developed to simultaneously determine product strategy and supply chain configuration. By Products we refer to the bundle of module option alternatives offered to market segments, and product platform development is a means of looking for the opportunity of sharing module option alternatives among products. A scenario analysis has been performed to gain insights on how platform development is influenced by market conditions and current supply chain configuration. The analysis shows that different supply …

The More The Better? Consumer Preference On Multifunctional Cosmetics, Kit Ting, Candy Chan

Bachelor Degree - Marketing - Final Year Project

Multifunctional cosmetics have become more common in the market. They perform more than their basic features. As more features are added to the products, the question is that: Is the more the better? It does not always be. The purpose of this research is to locate the consumer preference on multifunctional cosmetics. It accesses consumers’ evaluation on cosmetics products in two different perspectives, brand value and confidence level. In terms of brand value, consumers prefer cosmetics with more existing features or those have new feature. In terms of confidence level, consumers prefer cosmetics with fewer existing feature with detailed information …

Coming To Your Senses: The Use Of Sensory Appeals In Magazine Advertising, Emily Rae Mullranin

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Obesity, Educational Attainment, And State Economic Welfare, Martin W. Sivula Ph.D.

MBA Faculty Conference Papers & Journal Articles

For the first time in history, estimates of the overweight people in the world rival estimates of those malnourished. The World Health Organization (WHO, 2002) ranked obesity among the top 10 risks to human health worldwide. In the early 1960s, nearly half of the Americans were overweight and 13% were obese. Today some 64% of U.S. adults are overweight and 30.5% are obese. Even more alarming, twice as many U.S. children are overweight than were twenty years ago, a 66% increase. Non-communicable diseases impose a heavy economic burden on already strained health systems. Health is a key determinant of development …

Cultural Contradictions Of The Anytime, Anywhere Economy: Reframing Communication Technology, Nikhilesh Dholakia, Detlev Zwick

College of Business Faculty Publications

Technology-aided ubiquity and instantaneity have emerged as major goals of most information technology providers and of certain classes of users such as “road warriors”. New mobile technologies promise genie-in-a-bottle type near-magical qualities with anytime, anywhere access to information and services. While the complex science, systems, and economics of such technologies receive considerable attention from industry executives and researchers, the social and cultural aspects of these technologies attract less attention. This paper explores the oft-contradictory promises and pitfalls of anytime, anywhere technologies from a cultural standpoint. It makes suggestions for reinterpreting these technologies for greater human good.

2004 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for May of 2004.

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 …

The Effect Of Competitive Advertising Interference On Sales For Packaged Goods, Andre Bonfrer, Peter J. Danaher, Sanjay K. Dhar

Research Collection Lee Kong Chian School Of Business

Competitive advertising interference arises when viewers of advertising for a focal brand are also exposed to advertising messages for competing brands within a short time period, say one week for TV advertising. Although competitive advertising interference has been shown to reduce ad recall and recognition and brand evaluation measures, no studies have examined the impact on sales. In this research we use a market response model of sales for two grocery categories in the Chicago area to investigate possible advertising interference effects. The results show that competitive interference effects are strong. When one or more competing brands advertise in the …

The Impact Of Web Site Design On Consumer Loyalty In Business-To-Consumer (B2c) Internet Commerce: A Rhetorical Approach, Tsai-Shin Fong

Graduate Student Dissertations, Theses, Capstones, and Portfolios

With an enormous multitude of potential consumers globally, the Internet offers an opportunity that merchants have never before seen. Corporate giants to small businesses considered investments of large amounts of time, money, resources, man-hours, and venture capital a wise decision when considering the potential return-on-investment (ROI) of the Internet boom of the early to mid 1990's. However, electronic commerce has experienced the meteoric rise and subsequent crash of any behemoth entity cast aloft without moorings or foundation. When millions of dollars were lost, experts emerged &om the ashes and attempted to develop new paradigms designed to explain the failure, redirect …

You've Got News: A Permission-Marketing Model Using Sponsored Electronic Newsletters, Anca C. Micu, Clyde H. Bentley

WCBT Faculty Publications

A model is proposed for ISP customers to receive sponsored electronic newsletters in exchange for a discount on the Internet fee. In the model, both online newspapers and ISPs receive fees from the advertisers while the end consumer pays less for the Internet connection. Advertisers gain by sending better-targeted messages through an accepted medium. In addition to collecting part of the advertising fees, the ISPs increase their customer base by offering an incentive as well as value-added services. Adherence to the model appeared to vary with gender, age, and attitude toward e-mail marketing.

The Airline Quality Rating 2004, Brent D. Bowen, Dean Headley, Uno Aviation Institute

Faculty Books and Monographs

UNOAI Report 04-1

The Airline Quality Rating (AQR) was developed and first announced in early 1991 as an objective method of comparing airline quality on combined multiple performance criteria. This current report, the Airline Quality Rating 2004, reflects monthly Airline Quality Rating scores for 2003. AQR scores far the calendar year 2003 are based on 15 elements in four major areas that focus on airline performance aspects important to air travel consumers.

The Airline Quality Rating 2004 is a summary of month-by-month quality ratings for U.S. airlines that have at least 1% of domestic passenger volume during 2003. Using the …

Ethical Considerations In The Marketing Of E-Health Products, Ashish Chandra, Andrew Sikula Sr., David P. Paul Iii

Management Faculty Research

The internet is now recognised as a growing international phenomenon. All kinds of products and services are being marketed over the internet to consumers throughout the world because country borders no longer restrict conducting business in the international marketplace. Though there are several advantages of online commerce, this form of marketing does raise ethical dilemmas, particularly when it comes to marketing healthcare products and information to consumers internationally. This paper examines some of these potential ethical concerns and provides some strategies for consumers and online pharmaceutical marketers to handle these dilemmas more appropriately.

The Effect Of Conflict Management Strategies On Manifest Conflict And Relationship Quality In A Buyer /Seller Environment, Lisa Toms

Doctoral Dissertations

In the free market theory established by Adam Smith in his Wealth of Nations, humans were assumed to automatically seek their own best economic interest. This assumption placed every buyer and seller in conflict with each other. Given the ever-increasing competitiveness of the business environment, it is imperative that salespeople seek to improve relationships with their customers. The purpose of this study is to propose and test a model of conflict management strategies, manifest conflict, relationship quality, and their associations during a particular conflict incident. The first objective is to determine if there is an association between the conflict …

Perceptions Of The Library: A Key To Planning Effective Services, Sue Alexander, William Black, Virginia Vesper

The Southeastern Librarian

such as questions answered, books cataloged, and dollars spent. Now we are called upon to measure the impact of those services on our clients. Stakeholder demand for accountability, changing accreditation standards, and state and federal concerns over student outcomes have driven a real concern for measurement from the client’s perspective. This will become increasingly important as demands for accountability and competition from other sectors increase. “Assessment and evaluation are intended as means to demonstrate institutional effectiveness, foster institutional improvement, and demonstrate accountability.” Programs such as the New Measures Initiative, from the Association of Research Libraries, have been developed to strengthen …

Developing The Brand Equity Of Jesuit Higher Education, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

An Empirical Examination Of The Moderators Of The Service Recovery Paradox, Vincent P. Magnini

Theses and Dissertations in Business Administration

Some researchers (Abrams and Paese, 1993; Bitner, Booms, and Tetreault, 1990; Etzel and Silverman. 1981; Feinberg et al., 1990; Folkes and Kotsos, 1986; Gilly and Gelb, 1982; Hart, Heskett, and Sasser, 1990; Hocutt, Chakraborty, and Mowen, 1997; Kelley and Davis, 1994; Kelley, Hoffman and Davis, 1993; McCollough and Bharadwaj, 1992; Michel, 2001; Chrage, 2001; Smith and Bolton, 1998; Spreng, Harrell, and Mackoy, 1995; Tax, Brown, and Chandrashekaran, 1998) support the notion of a ‘recovery paradox’ which states that the occurrence of a failure may, if the recovery is effective, offer an opportunity to acquire higher satisfaction ratings from customers than …

2004 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for April of 2004.

Customer Relationship Marketing And Effects Of Demographics And Technology On Customer Satisfaction And Loyalty In Financial Services, Priscilla Gaudet Aaltonen

Theses and Dissertations in Business Administration

In today's market, financial institutions are adopting Customer Relationship Marketing (CRM) as a strategy aimed at collecting and using data to deliver increased customer value (Payne, Holt, Frow 2000) and, in turn, to increase customer satisfaction and, ultimately, customer loyalty. However, as more studies are being done on the outcome of CRM strategies over time, it is becoming evident that the costs often outweigh the expected benefits and CRM projects have consistently over-promised and under-delivered (Norman and Zafar 2001). Often, customer satisfaction is increased slightly but loyalty rates do not increase at all.

To date, much of what has been …

판매접점에서 서비스품질의 욕구위계모델에 관한 연구, 인수 전, 은화 김

Asia Marketing Journal

No abstract provided.

인터넷 쇼핑몰에서의 플로우와 전형성이 밀착도와 충성도에 미치는 영향, 종호 김, 용섭 신

Asia Marketing Journal

No abstract provided.

대학 스포츠팀에 대한 일체감이 대학 후원의도에 미치는 영향, 경로 장, 기태 임, 세웅 김

Asia Marketing Journal

No abstract provided.

온라인 상거래 수용에 관한 통합적 확장, 양환 임, 세훈 박

Asia Marketing Journal

No abstract provided.

Mushroom Marketing: A Case Study In Marketing At Mellow Mushroom Pizza Bakers Downtown Chattanooga, Jeffrey R. Rummer

Honors Theses

This paper and the research within was written to address the specific issue of understanding the college student market and its attitudes towards Mellow Mushroom of Chattanooga. The end use of this paper is to develop marketing communications for Mellow Mushroom that are factually based and best reach the college student market in Chattanooga. Four objectives were defined as critical: (1) to measure UTC student attitudes towards Mellow Mushroom, (2) to compare Mellow Mushroom with local competition, (3) identify ways to attract students, (4) describe the college market. These objectives were used to develop a 54-question survey that was administered …

A Distribution Services Approach For Developing Effective Competitive Strategies Against "Big Box" Retailers, Clifford S. Barber, Brian C. Tietje

Marketing

According to one theoretical approach, the primary economic function of retailers is to deliver products together with distribution services. We use this framework to identify competitive niches for smaller retailers competing against big box stores. We compare the distribution services offered by the Home Depot versus smaller retailers using both in-store measures and consumer perception data, and the relative importance of distribution services as determinants of store choice. The results show that the Home Depot’s superiority in pricing and assortment attracts a significant market, but smaller retailers can secure niche markets by delivering higher levels of ambiance and information.

2004 March, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for March of 2004.

Entry Mode And Performance In A Transitional Economy: A Framework For Foreign-Invested Enterprises In China, Howard Davies, Jin K. Han, Namwoon Kim, Jae H. Pae

Research Collection Lee Kong Chian School Of Business

A conceptual framework is developed, bringing together entry mode, the influence of state officials, and the adoption of a customer-driven orientation in order to explain the performance of foreign-invested firms in a transitional economy. The model is tested on a sample of firms in China across eight provinces and cities, spread across the relatively developed South Coast, the Central Belt formed by Shanghai and the Yangzi basin and the less-developed North and West. We find that the decision to enter through a joint venture reduces the customer focus of the enterprise. Contrary to expectation, however, we find no positive relationship …