Marketing Commons^™

Implement Electronic Commerce With Dreamweaver Ultradev 4.0, Anson Wing Hong Loh

Theses Digitization Project

This project simulates a real company by using Dreamweaver UltraDev, 4.0. A simulated electronic commerce web site was created to present all aspects of electronic commerce including future trends.

Marketing Plan For Neustile Roof Tile For Cpac Roof Tile Co., Ltd. (Thailand), Amornrat Soongkitkarn

Theses Digitization Project

The goal of this thesis is to develop a marketing plan to achieve the company's sales revenue target and marketing objectives for its Neustile product line in the next five years.

The Inland Empire/Riverside County Philharmonic: A Promotional Campaign To Increase Attendance, Bettina Anna Kriegler

Theses Digitization Project

This project includes a promotional campaign for the Inland Empire / Riverside County Philharmonic as well as the preliminary market analysis for the campaign. The market targeted was well-educated twenty to forty year olds in Riverside, Temecula and Corona.

Gender Segmentation And Its Implementation In Saudi Arabia, Ghassan Mohammed Altawail

Theses Digitization Project

The purpose of this project is to gain a better understanding of gender segmentation strategy possibilities in the Kingdom of Saudi Arabia. The findings from this survey graphically illustrate and statistically demonstrate some critically important information about the consumer demographics, needs, and behaviors of the targeted female Saudi shopper.

An Analysis Of Nescafé In The United States And India, Apurva Ashok Patel

Theses Digitization Project

This project focuses on Nescafe's advertising in two main markets, namely the United States and India, and it analyzes the similarities and differences of global brands across different markets.

Marketing International Sports In The United Arab Emirates, Khaled Mohmmed Khouri

Theses Digitization Project

The purpose of this project is to determine the feasibility of establishing a web site to promote international games worldwide through the United Arab Emirates.

Generation Y Online Shopping Behaviors And Habits, Audrey Laëtitia Rossi

Theses Digitization Project

Online marketing opportunites regarding the teenage market are often underestimated due to the fact that the general information to date is neither particular, specific nor exact. Therefore, this project aims at giving guidelines for webmarketers willing to capture the "consumers of tomorrow".

Research Study On Laddering Technique In Depth Interviews On Alcoholic Beverage Consumption And Brand Preferences, Mohammed Saleh Aloulaqi

Theses Digitization Project

This research study will clarify with facts and evidence that drinking alcoholic beverages is a social problem in American society. It will also focus on indepth interviews using the laddering technique on a small sample of eight respondents.

A Different Black: A Comparative Study Between African Americans And Kenyan Americans In Direct Response Advertising, Gladys Wangari Kamau

Theses Digitization Project

Marketers must be able to categorize consumers according to some definable characteristics in order to help tailor their marketing effort. Black consumers are usually grouped into one homogenous group even though some of them are immigrants. The segmenting of the different ethnic groups needs to be modified to include different cultures among the same ethnic group. This thesis compares the differences of these subgroups in beliefs, attitudes and past purchase behaviors in response to direct marketing advertising.

Public Relations Plan For Nonprofit Organization: Tzu Chi Foundation, I-Ling Chou

Theses Digitization Project

This project was designed to develop a public relations plan to increase awareness in Southern California of the Tzu Chi Foundation, a non-profit organization that is based in Taiwan.

Wilcher, Joda, 1905-1971 (Mss 155), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid only for Manuscripts Collection 155. Chiefly business papers of Joda Wilcher, Bradfordsville, Kentucky, pertaining to his work as an agent that bought trees, especially walnut trees, for various lumber companies. Also a few family items, including his memorial book and other items relating to his funeral.

Irish Marketing Review, Vol. 16, No.1, 2003, The Marketing Institute

Issues

The Irish Marketing Review deals with issues, developments, research and practise in marketing. This is a special issue on " boundaries and interfaces in marketing ".

Tabletop Display, A Look At The System Of Design, Kristi Schmeling

Honors Capstones

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

Crimson Eagle Global Enterprise, Scott Edward Bechtle

Theses Digitization Project

This project for Crimson Eagle Global Enterprise is the initial step in developing a strategic business plan. The traditional business plan contains many sections (business description, marketing, competition, operating procedures, personnel, business insurance, and finacial data). Using a different style, this project simply highlights those sections, rather than going into detail.

The Advertising Campaign For The Diamond Brand, A Thai Whisky, Focusing On Three Provinces Of Northern Thailand, Rattanawadee Wongtee

Theses Digitization Project

The purpose of this project is to apply marketing tactics and advertising strategies in the form of an advertising campaign. The goal of this campaign is to increase the sales and profits of the "Diamond drink."

Annual Report 2002-2003, Imsa Fund

IMSA Fund Reports

Reeling from an unprecedented eleventh-hour $2.5 million reduction to its state-appropriated operating budget for fiscal year 03, IMSA began the 2002-03 year by making the difficult decisions required. The Board of Trustees cut staff positions, cut the salaries of all remaining employees, increased student fees by 43%, accessed temporary or one-time revenue sources, and reduced programs and services for IMSA students, Illinois educators and other Illinois students.

In the aftermath of the reduction, the IMSA community rallied, choosing once again to stand up and be trailblazers, acting to preserve the academic integrity and distinctiveness of its remaining internal and statewide …

2003 January-May, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to May of 2003.

On Researching Music In Everyday Life, Assessing The Musician As Producer Of Commercialised Music, Roger Sherlock, Alan Bradshaw, Pierre Mcdonagh

Conference papers

Competitive paper delivered to European Association for Consumer Research Conference hosted by Dublin City University Business School.

Marketing Ireland In The Face Of Adversity., Angela Wright

Theses

This study is an examination of the factors which influence the success or failure of the tourism industry in Ireland. This research incorporates the views, opinions, and commentaries of leading figures in each sector of importance for this key industry within the Irish economy. An examination of various bodies charged with the management of the Irish tourism industry, since its inception as a recognised commercial entity, is included in this study. This research highlights the confusion that has surrounded the constitution, mandate, and nomenclature of these national management bodies in recent times.

A significant finding of this study is that, …

Japanese Attitudes Toward American Business Involvement In Japan: An Empirical Investigation Revisited, Syed H. Akhter, Toshikazu Hamada

Marketing Faculty Research and Publications

Generation Xers in Japan continue to draw increasing attention not only because they constitute a promising segment for many products and services but also because they are expected to play a critical role in shaping their country’s political and economic relations with other countries. This paper examines their attitudes toward US products, businesses, and government. It also examines their behavioral intentions and their expectations of their government in terms of managing American business involvement in Japan. Findings and implications are presented.

Should Marketing Managers Be Concerned About Attitudes Towards Marketing And Consumerism In New Zealand: A Longitudinal View, Steven Lysonski, Srinivas Durvasula, John Watson

Marketing Faculty Research and Publications

New Zealand has gone through a radical metamorphosis since free market economics were introduced in the mid-1980s. Marketing managers are particularly interested in the views of consumers about issues dealing with marketing activities. Negative views could signal consumer backlash against free market activities. This study examines the views of consumers from 1986 to 2001 on a range of issues dealing with marketing and consumerism. The results clearly show that consumers are less negative about marketing and consumerism issues since 1986. It seems likely that New Zealand has evolved in terms of the consumerism life cycle over the last 15 years. …

The Playmasters (Book Review), Joshua Shuart

WCBT Faculty Publications

Book review by Joshua Shuart.

Ham, Eldon L. The Playmasters: From Sellouts to Lockouts-An Unauthorized History of the NBA. Lincolnwood, IL: Contemporary Books, 2000. ISBN 9780809226023

Integrated Marketing Communications At Harlequin Enterprises: The Marketing Of Happily Ever After, Pamela M. Dungee

Seton Hall University Dissertations and Theses (ETDs)

No abstract provided.

The Effects Of Employee Service Quality Provision And Customer Personality Traits On Customer Participation, Satisfaction, And Repurchase Intentions, Jeannie Denise John

LSU Doctoral Dissertations

This research investigates customer-employee interaction during service encounters, and whether the relationships between customer personality traits and quality of the employee’s service delivery will impact the customer’s participation, satisfaction, and repurchase intentions. Consumer personality is differentiated in terms of the self-monitoring (Snyder 1987) and locus of control (Rotter 1966) traits. Service quality provision is manipulated in terms of technical versus functional quality inputs, and whether these inputs are provided in a positive (i.e., good/superior) or negative (i.e., bad/poor) manner. These manipulations yield four combinations of service quality inputs: 1) positive technical and functional quality inputs; 2) positive technical, but negative …

Strategic Planning, Hypercompetition, And Knowledge Management, Syed H. Akhter

Marketing Faculty Research and Publications

When both product and
resource markets are turbulent
and disruptive, competitive
advantage has to be continually
renewed. But a firm can do this only
by managing its knowledge. Using two
elements of strategic planning—scenario
building and internal situation analysis—
managers can map and integrate knowledge to
gain a sustainable competitive edge in today’s
hypercompetitive markets.

The Independent Rep As A Source Of Competitive Advantage: An Actionable Scale For Rep Selection, Kathleen H. Gruben, Barbara J. Coe

Marketing: Faculty Publications

This study develops a scale that offers an actionable approach for suppliers’ use in selecting their reps. Rep selection is the critical first step suppliers take in developing profitable, long-term relationships with retailers. Retailers’ loyalties are often bestowed on the rep, rather than the supplier. As identified in the study, the rep needs to be professional, accommodating, ethical, sensitive, and compassionate to satisfy the retailer. The scale provides suppliers a technique for measuring these characteristics. Prior to this scale, no instrument was available to measure these characteristics, which increase the retailer’s likelihood of developing loyalty.

Brand Development By Small Firms, Aoife Hackett

Theses

The thesis explores the process of developing and managing brands. Particular emphasis is placed on how small enterprises gain recognition and acceptance for brands, the obstacles they encounter and how they surmount these obstacles.

In a review of the literature, brand management strategies and the value of brand loyalty to a business were discussed. Brand equity and measurement and measures of brand equity were also reviewed.

Interviews were conducted with large successful firms to discover arrangements and processes they employ to maintain market support, to extend the coverage or application of their brands to new product versions or new segments, …

A Study Of The Growth Potential That Lies Within Regional Asian And Hispanic Consumer Markets For New Jersey's Horse Racing Industry, Amy E. Silver

Seton Hall University Dissertations and Theses (ETDs)

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An Empirical Investigation Into The Relationship Between Computer Self-Efficacy, Anxiety, Experience, Support And Usage, Mary Helen Fagan, Stern Neill, Barbara Ross Wooldridge

Marketing

Organizations make significant investments in information technology. However, if individuals do not use information system applications as anticipated, successful implementation can be hard to achieve. In order to investigate some key factors thought to affect an individual's use of information technology, this study draws on Bandura's Social Cognitive Theory (SCT), Triandis's Theory of Interpersonal Behavior (TIB), and the computer anxiety literature to develop its conceptual model and research hypotheses. An empirical investigation (n=978) found support for the majority of the hypotheses. As suggested by SCT, experience and support were positively related to computer self-efficacy, and computer self-efficacy was negatively related …

An Empirical Model Of Price And Quality Effects Of E-Commerce, Scott E. Sampson, Kendall Hulet

Faculty Publications

During the e-Commerce boom of the late 1990s it was predicted that the Internet would have a significant impact on prices of various goods and services. Whether the net impact would he positive or negative was harder to forecast, there being opposing effects. We develop a model that describes some of those effects, including information asymmetry, search costs, price dispersion, trust premiums, and convenience premiums. The model is discussed, and a major portion is statistically tested with empirical data. As an exploratory gesture, the model is extended to consider product quality effects of online shopping. The final section concludes with …