Matching Items (27)
Filtering by
- All Subjects: Marketing
- Creators: School of International Letters and Cultures
- Member of: Theses and Dissertations
- Status: Published
Description
In this study, the packaging and labeling of milk and coffee was compared between Walmart and Sprouts. The pricing, the sourcing, the certifications and the overall shelf presence of the items was taken under consideration. After studying the packaging of both, a new design incorporating the applicable labels, customer appeal and appropriate green marketing was created for both the commodities.
ContributorsBhatt, Rashi Hitesh (Author) / Collins, Shari (Thesis director) / Keahey, Jennifer (Committee member) / School of International Letters and Cultures (Contributor) / School of Earth and Space Exploration (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
ASU's international student population has been growing exponentially in the last few years. Specifically, the fastest growing group has been international students from China. However, many of these students are arriving with inaccurate expectations of life at an American university. Furthermore, prospective students in China that have a desire to attend school in the U.S. are struggling to find a university that is affordable and respected. There is a huge opportunity for ASU to reach this market of students and increase their enrollment of international Chinese students. Our project aimed to create advertisements of ASU that target international Chinese students and their parents. The purpose of our project is to provide inspiration that ASU can utilize to create a professional marketing campaign to target this population of potential students.
ContributorsKagiyama, Kristen (Co-author) / Le, Alethea (Co-author) / Chien, Hsui Fen (Thesis director) / Chau, Angie (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / School of International Letters and Cultures (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
With each new Disney princess being hailed as finally representing a strong, positive female role model, the images presented by older princesses come into question. This investigation delves into the messages put forth by the Disney princess films and the way in which these ideas are developed within each of their movies. By defining the core of feminism to revolve around agency and the freedom of choice available to the women in the films, each princess' adherence to feminist values was analyzed. All current and expected Disney princesses were evaluated (Snow White, Cinderella, Aurora, Ariel, Belle, Jasmine, Pocahontas, Mulan, Tiana, Rapunzel, Merida, Anna, and Elsa). The princesses were split into five categories to offer comparison and conclusions between women with similar characteristics: the Traditionals, the Dreamers, the Adventurers, the Rebels, and the Non-Conformists. Major findings include the evolution of the marriage ideal presented by Disney, the issue between race and labor within the princess franchise, and the amount of agency each princess is allowed in her movie. Disney presents many stories where the individual wishes of a princess class with her society or community, but not all princesses are successful in going against their cultural values. A majority of the princesses do exercise their agency in their films, but this is done with varying degrees of freedom and choices available to them. Disney's representation of traditional love stories has slowly evolved, now allowing women to pursue other dreams concurrently with romance, or even dreams entirely devoid of love. Disney has also made an effort to branch out with princesses of color and from other cultures, yet these films often end up presenting a cultural critique as opposed to a feminist critique of gender roles. The franchise also seems to present labor as a form of oppression which white princesses must escape while princesses of color do not receive the same respite or salvation at the end of their films. White princesses end with a life of luxury and relaxation that isn't afforded to Disney's princesses of color. Though there is much room for improvement with future Disney princess films, the past princesses are not necessarily as "anti-feminist" as they have been portrayed. Each princess exhibits more autonomy and agency than the last, providing more paths and options for young girls to consider as they grow up watching these films.
ContributorsFerrero Mendoza, Vanessa Cristina (Author) / Dove-Viebahn, Aviva (Thesis director) / Kitch, Sally (Committee member) / Chemical Engineering Program (Contributor) / School of International Letters and Cultures (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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
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
This thesis looks at how feminist biography is used as a part of mainstream feminism in the United States. In particular, I look at how Sheryl Sandberg and Anne-Marie Slaughter share their experiences in the workplace in an effort to illuminate the struggles they have faced as women and to justify the changes they see necessary for the success of women. They base their argument for these changes on their own social assumptions about women in the private sphere and women at work. Their feminist biography may serve to help a small set of individuals, but overall the solutions they provide are applicable to only a limited demographic of women. The ultimate goal for both Sandberg and Slaughter is to achieve equality, although they base their call for change on a normative understanding of the world. In the end, I look at how a broader view of feminism that takes into account the intersection of race, class, gender, and politics can enrich popular forms of feminism in the U.S.
ContributorsSteffens, Jane Melissa (Author) / Popova, Laura (Thesis director) / Ingram-Waters, Mary (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / School of Human Evolution and Social Change (Contributor)
Created2015-05
Description
Japanese animated film director Hayao Miyazaki is famous for his numerous film featuring female protagonists. These protagonists have been examined for their conformance and deviance with regard to widespread stereotypes of masculine and feminine traits. Miyazaki's female characters tend to exhibit nuanced and varied traits, with a balance of traditionally masculine and feminine characteristics. They also tend to demonstrate and moralize on larger social issues such as environmentalism and gender equality, advancing ideals for both Japanese and Western feminism. The status of these female protagonists as cultural icons is contrary to wider film trends that exclude women from the spotlight except when they conform to rigid gender roles.
ContributorsNevitt, Stephanie Nicole (Author) / Facinelli, Diane (Thesis director) / Creamer, John (Committee member) / Whitesman, Linda (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / School of Politics and Global Studies (Contributor)
Created2013-05
Description
International marketing involves a tricky balance between appealing to foreign cultural values while still creating an authentic message, without using stereotypes or relying on complex cultural notions that might be misunderstood. American and Spanish cultures have famously different paces of life: Americans are thought to value busyness, while Spaniards are thought to prefer leisure time. We conduct two studies to determine to what extent these values hold true among Spanish and American students, and whether these values impact students’ perceptions of marketing messages. The results suggest that the hypothesized values of busyness and leisure time are true, but appealing to these deep and complicated values through marketing does not always work. Globalization is causing consumer preferences around the world to converge, and attempting to apply specific cultural values to new global products in marketing communications can easily backfire. We recommend that instead of attempting to appeal to the cultural values of each international audience, advertisers should consider a more standardized approach by positioning new products similarly across the globe, especially to younger consumers.
ContributorsGiel, Emily (Co-author) / Quintero Pacheco, Diana (Co-author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / Department of Information Systems (Contributor) / School of International Letters and Cultures (Contributor) / School of Social Transformation (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
In the late 2000s and 2010s, digital art and the use of the internet as a new platform for art to be displayed became increasingly common. A new art scene began developing among South Asian diasporic artists, driven primarily by adolescents and young adult women who have never attended art school. Their primary medium is digital tools, their primary display platform is the internet, and they adhere to a DIY ("do-it-yourself") ethic rather than traditional art techniques and norms. As these internet artists have forgone the traditional gallery art scene in favor of more accessible internet platforms, these artists have not received attention from the mainstream art world. However, the popularity of these internet artists is undeniable as many of them have tens of thousands and hundreds of thousands of followers on their social media accounts. This new art scene has gained notice with the advent of social media platforms such as Tumblr and Instagram and websites focused on youth culture and counterculture, such as Vice, Buzzfeed, Dazed, and independent digital zine publications. The content of the work of these artists is often political, promoting feminist ideals, challenging South Asian and European beauty standards and limiting stereotypes of South Asian women, and creating groundbreaking new representations of South Asian women. Influences from both South Asian and Western pop culture and counterculture are prominent in their as well. This thesis explores the origins of this art scene and its roots in South Asian modernism and conventional South Asian diasporic artists.
ContributorsKhan, Nevine (Author) / Bhattacharjya, Nilanjana (Thesis director) / Mack, Robert (Committee member) / School of Life Sciences (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
"The Online Entrepreneur's Digital Marketing Handbook" is exactly what it sounds like \u2014 a resource for entrepreneurs (or aspiring entrepreneurs) to learn about all things digital marketing, ranging from web design to advertising to much more, in order to be better equipped to have success with building out their business ideas. The paper serves as not only a resource that explains fundamental elements of marketing strategy and digital strategy, but as something that connects people with the resources they need to actually implement these strategies. By reading this paper, you can learn about web design and how it correlates with digital and business strategy, about key advertising channels and what the current best practices are for using these platforms, about social media marketing tactics, about age-old marketing disciplines like email marketing, and about trends expected for the future of digital marketing. Nearly every discipline discussed within the paper is an extremely deep field itself, and thus learning more in depth about any of the fields is recommended, but the paper at least provides a compilation of what fields are most important to consider, and the most crucial elements of strategy and best practices needed for someone to have success, whether it's for a small project, or for the launch of a new business. Far too many entrepreneurs have the opportunity for success, and the resolve, but they focus their energy on the wrong things when it comes to marketing, because they don't know where to start. With a better grasp on the digital marketing landscape, key elements of strategy, and the most crucial digital marketing channels, entrepreneurs should have higher odds of success by diverting resources to what's important, and not getting distracted by all the choices out there.
ContributorsHubbard, Zachary Scott (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-12