Matching Items (448)
Filtering by
- All Subjects: Marketing
- All Subjects: Music
- Creators: Barrett, The Honors College
Description
E-commerce has rapidly become a mainstay in today's economy, and many websites have built themselves around providing a platform for independent sellers. Sites such as Etsy, Storenvy, Redbubble, and Society6 are increasingly popular options for anyone looking to open their own online store. With this project, I attempted to examine the effects of four different marketing techniques on sales in an online store. I opened a shop on Etsy and tracked sales in connection with promotion through social media, selling products in-person at a convention, holding a holiday tie-in sale, and using price anchoring. Social media accounts were opened on Facebook, Tumblr, and Instagram to promote the shop over the course of the project period, and Etsy's web analytics were used to track which sites directed the most traffic to the shop. I attended a convention in mid-January 2016 where I sold my products and distributed business cards with a discount code to track sales resulting from being at the convention. A holiday sale was held in conjunction with Valentine's Day to look at whether holidays influenced purchases. Lastly, a significantly more expensive product was temporarily put in the shop to see whether it produced a price anchoring effect \u2014 that is, encouraged sales of the less expensive products by making them seem affordable in comparison. While the volume of sales data was too small to draw statistically significant conclusions, the project was a highly instructive experience in the process of opening a small online store. The decision-making steps outlined may be helpful to other students looking to open their own online shop.
ContributorsChen, Candice Elizabeth (Author) / Moore, James (Thesis director) / Sanford, Adriana (Committee member) / Harrington Bioengineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
It is important to examine training programs for in-store associates in the specialty retail industry. The retail industry is strong right now, and growth is expected to be at 7% over the next 10 years. In the retail industry, the Internet poses a credible threat to brick and mortar stores, as many customers now prefer to shop online. To compensate for this, storefronts need to provide an increasingly exceptional in-store experience to drive sales and maintain customer relationships. Creating excellent training programs for in-store associates is the best way in which to improve the relationship between the customer and the associate and create an excellent store experience. Strong associate training programs have numerous benefits to the overarching organization. An employee that feels confident and competent in their job is more engaged at work. Engaged employees are less likely to quit than average, which means a strong training program can save a company turnover costs and loss of institutional knowledge. Additionally, an engaged associate is more likely to exert extra discretionary effort, which increases operational efficiency. Ultimately, an engaged employee will strengthen the service profit chain and create a better overall experience for the customer. When creating a training program it is important to take into account the learning preferences of the company's associates. Millennial learners prefer working in groups, integrated technology, and lessons that are applicable to real life. Generation X learners are self-sufficient and view time as a luxury. They expect material to be straightforward and concise. Additionally, when creating a training program it is important to benchmark programs within and outside of the operating industry. REI has a comprehensive training program that focuses on connecting employees to the mission of the company as well as in-depth product knowledge. Macy's recently overhauled its training program to include more face time with managers and semi-annual refresher trainings. Ritz-Carlton, a step outside of the retail industry, provides legendary training where employees receive over 250 hours of training in the first year alone. Ritz-Carlton employees are highly engaged and autonomous in their work, which leads to an excellent hotel experience. Using my internship as a field study, I share some important results from work with a Fortune 400 specialty retailer headquartered in the Phoenix Valley. Here I examine the associate and customer relationship with the aim of improving the in-store experience. Through benchmarking, associate interviews, and data analysis I am able to recommend a long-term vision for training at the organization where up-to-date product information is accessible in the aisle and overall knowledge well rounded through buddy shift programs and cross-training. My overall recommendation for the specialty retail industry is to take a holistic approach to training. I advocate looking at training programs from multiple perspectives including learning preferences, employee motivations, and corporate culture. Additionally, holistic training means that a company educates and trains associates in all areas of the business through cross-training and buddy shifts. Holistic training will create an engaged work force and improve the customer experience.
ContributorsHouts, Madeline Kirby (Author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Management (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This study examines the differences in presence and perception of the Samsung and Apple brands in Spain compared to the United States. Primary research was collected on-site in Spain and comparatively analyzed to experiences in the United States from the perspective of an American citizen. Qualitative data in the form of observations and interviews was collected as well as extensive secondary research. The study will conclude international implications of these two brands in Spain.
ContributorsNeerhof, Samantha Noel (Author) / Gray, Nancy (Thesis director) / Giard, Jacques (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The music business has constantly evolved since its inception. Sheet music was the first physical form of music sold and was influenced by innovations in printing technology. Recorded music came about in the late 1800s and early 1900s, with Thomas Edison pioneering the phonograph record. Technology shifted from records to 8-tracks to cassettes, and finally, digital audio, which revolutionized the entire industry. Compact discs (CDs) skyrocketed in popularity during the 1990s and early 2000s, but so did file-sharing. To combat piracy, record labels began selling and streaming music online. Music sales have plummeted in all formats. Streaming reigns as the most popular form of music distribution, but it produces a mere fraction of the revenue traditional albums once did. The loss affects all those in the industry, especially the artists, who see an average of only $23.40 for every $1000 in music sold. But technology has allowed the independent artist to record and distribute their music to the world for little cost compared to their major label predecessors. Many wonder if the music industry is dead, but as with any other technological change in history, the adaptors and innovators will survive.
ContributorsDamiano, Alec (Author) / Swoboda, Deanna (Thesis director) / Whyte, Rutger (Committee member) / Barrett, The Honors College (Contributor) / School of Music (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
Description
This project investigates how experiences colleges create for admitted students impact students' excitement for, satisfaction with, and likelihood to attend the college, analyzed by different subgroups, and how non-yielded students compare their college selection to W. P. Carey on various metrics. This study found that top admit students were less likely to attend, less satisfied, and less excited with the services offered than their counterparts and recommendations were made to improve the gap.
ContributorsGullo, Kelley (Co-author) / Dwosh, Bennett (Co-author) / Ostrom, Amy (Thesis director) / Olsen, Douglas (Committee member) / Desch, Timothy (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Marketing (Contributor) / School of Human Evolution and Social Change (Contributor) / Department of Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2015-05
Description
Labyrinths is my Capstone/Honors Creative Project, blending my proclivity for music composition and the inspiring stories of Jorge Luis Borges. Originally, the project was outlined as a collection of five to eight songs named for and based on stories in Borges' collection Labyrinths, to be written, recorded, and performed by me. Over time other aspects were included, making me a director of a large-scale creative project which now included three other musicians and two artists. In this paper, I give a brief overview of Borges' life and the context surrounding his collection Labyrinths, an in-depth description of the project as a whole, liner notes for each song, credits, and three appendices. The liner notes are broken into four sections: a summary of the story, an analysis of the story and my interpretation of it (including my musical ideas for the resulting song), an effects list, and performance notes which include the text I read from each story in the performance and recordings. The first appendix is a collection of the sheet music scores for each song and the text document I used for the performance readings. The second appendix shows the art I was given permission to use, and how I modified them for my thesis. The third appendix contains my primary sources, secondary sources/suggested readings, and suggested websites and videos. Attached are the recordings of each song I made in Logic Pro 9, a video of the live performance, and an unedited audio recording of the same performance.
ContributorsVidean, Matthew Cutter (Author) / Stauffer, Sandra (Thesis director) / Feisst, Sabine (Committee member) / Downey, Ryan (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / School of International Letters and Cultures (Contributor)
Created2014-12
Description
The Confessions of a College Entrepreneur is an honors project with the goal of revealing the business and marketing strategies that Charles Crawford used to create multiple successful companies. It's a collection of personal stories, book notes, millionaire interviews, and experiences that Charles had over the past 4 years of intense business experience and research across multiple industries. Charles wants college students and business owners to succeed in business ventures and life in general. This creative thesis project is the map for how to do just that.
ContributorsCrawford, Charles Joseph (Author) / Budolfson, Arthur (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor)
Created2014-12
Description
Only in the world of acting can an individual be denied a job simply on the basis of their appearance, and in my thesis, I sought to explore alternatives to this through the concept of nontraditional casting and casting against "type", which included the presentation of a full-length production of the musical "Once on this Island" which I attempted to cast based on vocal quality and skill alone rather than taking physical characteristics into account. I researched the history and implementation of nontraditional casting, both in regards to race and other factors such as gender, socio-economic status, and disability. I also considered the legal and intellectual property challenges that nontraditional casting can pose. I concluded from this research that while nontraditional casting is only one solution to the problem, it still has a great deal of potential to create diversity in theater. For my own show, I held the initial auditions via audio recording, though the callback auditions were held in person so that I and my crew could appraise dance and acting ability. Though there were many challenges with our cast after this initial round of auditions, we were able to solidify our cast and continue through the rehearsal process. All things said, the show was very successful. It is my hope that those who were a part of the show, either as part of the production or the audience, are inspired to challenge the concept of typecasting in contemporary theater.
ContributorsBriggs, Timothy James (Author) / Yatso, Toby (Thesis director) / Dreyfoos, Dale (Committee member) / Barrett, The Honors College (Contributor) / School of Music (Contributor)
Created2014-12
Description
Children today are being primed with technology at very young ages, leading to a more digitally focused lifestyle. Tangentially, today's digital culture has led to the increase of online shopping rather than in-store shopping. A group of students at Arizona State University's Innovation Space program, in partnership with Disney Consumer Products, set out to create a children's product that bridged the physical-digital gap, and encouraged outdoor activity. The result of their work was Blitz: a versatile, outdoor gaming console that brings traditional outdoor fun into the digital world. This thesis and paired creative project are an extension of the research and development done by the Blitz team. The purpose of this additional research is to discover how parents and children shop online in to design a website to market and sell the Blitz gaming system. Some of the topics covered include visual design, functionality, user interaction, and marketing tactics. The goal is not to develop advertising tactics to manipulate children, but to find the best ways to design for, and market children's products.
ContributorsPoindexter, Devin Alan (Author) / Fehler, Michelle (Thesis director) / Peck, Sidnee (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2014-12
Description
The study compares the pretest and posttest results of three groups of second-grade students studying a phonics rule to determine the effect of using music as an instructional aid. For two groups in the study, the teachers used melodies to instruct students, while the third group was held to direct instruction with no music to use for assistance. The study groups were three second-grade classes at Ishikawa Elementary School, where I was serving as a student teacher. Parental consent was received for each of the students participating in the study. The duration of the study was one week. The first test group was given a familiar melody with new lyrics to reflect the content of the phonics rule "I before E except after C." The second test group was given a melody composed specifically to accompany the phonics rule and to reflect the appropriate phonics content. On the first day of the study, students were given a pretest; these scores were recorded and then compared to the posttest scores from the end of the week. The data that were collected compared groups as a whole through composite scores from pretest to posttest to determine most effective methodology. The groups that were instructed using music demonstrated greater growth and had higher posttest scores.
ContributorsFrazee, Madison Marie (Author) / Schildkret, David (Thesis director) / Stauffer, Sandy (Committee member) / Barrett, The Honors College (Contributor) / Division of Teacher Preparation (Contributor)
Created2014-12