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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

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
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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

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
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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

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
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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

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
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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

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
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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

"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
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Description
This thesis examines the marketing efforts of Arizona Microcredit Initiative (AMI), a 501(c)(3) nonprofit run by Arizona State University students. The mission of AMI is to empower and education underserved entrepreneurs in greater Phoenix through microloans up to $5,000, free consulting and free business education workshops. Included is an analysis

This thesis examines the marketing efforts of Arizona Microcredit Initiative (AMI), a 501(c)(3) nonprofit run by Arizona State University students. The mission of AMI is to empower and education underserved entrepreneurs in greater Phoenix through microloans up to $5,000, free consulting and free business education workshops. Included is an analysis of past marketing efforts, research on potential solutions and recommendations for future marketing strategy.
Created2016-12
Description
ABSTRACT ALEXANDRA CORVINO: The Threat of Piracy to the Film Industry and How to Combat Movie Theft Film piracy is defined as: Obtaining movies by either purchasing or acquiring an illegally produced VHS/DVD/VCD through a commercial source, making illegal copies for oneself, receiving from a personal source an illegal copy

ABSTRACT ALEXANDRA CORVINO: The Threat of Piracy to the Film Industry and How to Combat Movie Theft Film piracy is defined as: Obtaining movies by either purchasing or acquiring an illegally produced VHS/DVD/VCD through a commercial source, making illegal copies for oneself, receiving from a personal source an illegal copy of a legitimate VHS/DVD/VCD, downloading them from the Internet without paying, or acquiring hard copies of illegally downloaded movies. This work focuses on the effects of piracy on the film industry and methods to combat movie theft. Film piracy affects numerous facets of the entertainment industry, as well as numerous seemingly unrelated industries. Pirates can be anyone and everyone, as increasing technology makes it easier than ever to illegally obtain a copy of a film. Movie theft constitutes an immense threat to the financial structure of studios, the domestic and international economy, and the film industry in its entirety, including the careers of everyone involved. In addition, movie distributors are forced to change their strategies by utilizing the Internet, advanced technology, and the larger global economy, in order to make a profit. Finally, in order to ensure a film's worldwide success, Hollywood studios have to change their marketing techniques by participating in digital promotion and by catering to the international market. This work discusses a variety of methods that studios have implemented as an attempt to combat piracy, such as reducing the price of movies, educating consumers on the ethical dilemma, enforcing copyright laws, and utilizing advanced technology. However, none of their efforts have proved successful. In order to combat piracy once and for all, studios must restructure their business models entirely.
ContributorsCorvino, Alexandra Marie (Author) / Valenti, F. Miguel (Thesis director) / Trotta Valenti, Laurie (Committee member) / Bernstein, Gregory (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Department of Finance (Contributor) / School of Theatre and Film (Contributor)
Created2013-05
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Description
Founded in November 2014, by owner Céline Rille, Rille & Co. is a creative studio that develops, implements and markets creative strategies for companies in hospitality, retail, entertainment, restaurant, and consumer product industries. Rille & Co. is coming to the end of its first year of business, and it is

Founded in November 2014, by owner Céline Rille, Rille & Co. is a creative studio that develops, implements and markets creative strategies for companies in hospitality, retail, entertainment, restaurant, and consumer product industries. Rille & Co. is coming to the end of its first year of business, and it is crucial that the company examines the previous year and evaluates its strategy to continue success in the future. Organized into three key sections of analysis, the following marketing plan is intended to set the company up to achieve, and surpass, all goals in the coming years of operation.

First, the environment in which the company was operating in during its first quarter of business is examined, along with the strategies that were in place at that time. Included in this first section is also a comprehensive competitive analysis that examines how Rille & Co. fits into the competitive market. Next, the success of the initial strategy for Rille & Co. is analyzed through a SWOT analysis of the company’s standing as of Fall 2015. Finally, the third section of analysis contains key recommendations and alterations to the original strategy in order for the company to experience continual growth and success.

In all, if Rille & Co. implements the strategies outlined in this marketing plan, it should be able to continue business for years to come. The most important aspects of operation for the business are its internal organization, finding clients with the correct fit, and boosting its website’s SEO to better implement inbound marketing techniques. For an agency, it tends to be difficult to focus on these internal problems when clients’ needs come first. In this case, Rille & Co. must prioritize its own operations to better meet the needs of clients.

As Rille & Co’s first year of business is coming to a close, it is extremely important to note how far the company has come, despite any obstacles that made for an exciting first year. The agency is well on its way to achieving the standards of success it set for itself, but the agency’s success is also measured in its resilience and adaptability – necessary traits for any agency (or company, for that matter). With huge changes on the horizon, now is the time for Rille & Co. to demonstrate its resilience and adaptability again – coping with the loss of an integral employee and adapting to the needs of clients who may not be financially sound. The team should be proud of the work accomplished, and although it is the “end of an era,” Rille & Co. should prepare itself for the adventures that have yet to unfold.
ContributorsChada, Rachel Anne (Author) / Ostrom, Amy (Thesis director) / Schlacter, John (Committee member) / Rille, Celine (Committee member) / School of International Letters and Cultures (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12
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Description

Food is one of the most universal and uniting human experiences. It is a powerful tool to bring communities together and it is a simple way to bring joy to an individual. This project is an exercise in marketing and entrepreneurship that was inspired by these ideas, which culminated in

Food is one of the most universal and uniting human experiences. It is a powerful tool to bring communities together and it is a simple way to bring joy to an individual. This project is an exercise in marketing and entrepreneurship that was inspired by these ideas, which culminated in a fundraiser bake sale to benefit Creighton Community Foundation, a local nonprofit.

ContributorsLondono, Jane (Author) / Byrne, Jared (Thesis director) / Martinelli, Sarah (Committee member) / College of Health Solutions (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2022-05