Matching Items (91)
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- All Subjects: Marketing
- Creators: Eaton, John
- Creators: Department of Management and Entrepreneurship
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This thesis examines Endgame, a gaming themed bar and restaurant located in the heart of Tempe, Arizona on Mill Avenue. The business serves regular bar fare and offers a wide selection of video games for its customers to play and enjoy. Recently Endgame recognized that it was unsatisfied with its current revenue stream, prompting this investigative study. Upon completing this project, three business problems that are limiting Endgame's revenue growth were identified. The issues identified were: food sales, visibility/access, and alcohol sales. To better understand each of these issues a study was conducted in the form of ethnography research and a survey was distributed to Endgame's target market. Two instances of observational research were conducted and a survey was distributed to 400+ students in the W. P. Carey School of Business. The data collected revealed underlying sentiments about Endgame's food/beverage service and issues related to locating the bar. This investigation revealed that ordering food and beverages at Endgame is difficult and not a straight forward process. This led to a set of recommendations related to creating an efficient and simple ordering process. The study also showed that Endgame (which is on the second floor of a building) lacks the appropriate signage to indicate its location. Using this information, recommendations were made for Endgame to create additional signage near stairs and elevators to indicate their location. The research also revealed a general lack of consumer awareness in relation to alcoholic beverages that contributed to low sales. This led to a strategy to revitalize Endgame's marketing campaign and a redesign of their beverage menu. Outside of the three business problems found during observational research, several other areas were examined in the survey at the request of Endgame's management. These areas revealed additional understandings into consumer behavior and feelings towards Endgame. These customer insights along with the recommendations given in this paper will be used by Endgame to increase their overall business revenues.
ContributorsPaplham, Tyler James (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (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
Sustainability has been a growing topic since the 1970’s, but is truly taking shape today as society is beginning to understand the necessity of protecting our environment. Business organizations are following this ‘megatrend’ and are beginning to incorporate sustainable initiatives in their organizations from the inside out. The sports industry is no exception as they are extremely influential over the millions of fans that follow them, whom have a strong affiliation with their favorite team. The Arizona Diamondbacks understand this responsibility and seek to be a leader in their community by creating many sustainable initiatives within their organization and community. The current problem the organization faces, is that much of the community are not aware of their environmental commitment. This is in part due to a lack of marketing within the organization and to the Arizona valley. This project analyzes the sports industry’s commitment to sustainability and how the Arizona Diamondbacks compare to industry leaders. Included is a detailed marketing plan for the organization comprised of current initiatives and of new initiatives that the Diamondbacks could potentially carry out. The implementation of this proposal could deem extremely beneficial as it would strengthen their identity, unify their employees and engage fans, which will make them feel a deeper affiliation with the organization. The Diamondbacks have made a commitment to the environment, but it is time to deepen that commitment, set an example for people in the Valley and in turn, spark social change.
ContributorsBauman, Jillian (Co-author) / Hopson, Emma (Co-author) / Eaton, John (Thesis director) / Kutz, Elana (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor) / School of Sustainability (Contributor)
Created2015-05
Description
Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI's long-term implications in marketing. AI offers an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights. There are important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progression of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.
ContributorsCannella, James (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
With the millennial and Gen Z generations being comprised of avid social media users, corporations have turned to online platforms, such as Twitter and Instagram, as a way of communicating and connecting to their audiences. One method that corporations are using to attract consumers is utilizing internet memes. Brands and corporations are now marketing through internet memes to enhance and define the brand’s personality and voice. This study examines the ways corporations use internet memes to personify their brand image and the overall effectiveness of meme usage in engaging consumers. Based on an exploratory analysis of brands over several media pages, we find evidence that brands with an edgy or humorous personality have increased engagement when using this method of communication, while more luxury brands should avoid using memes. Our research was conducted by examining and analyzing the social media accounts of four companies that use memes regularly as ways to promote their brands between November 1, 2018 and February 1, 2019. Our findings suggest that there is no definite correlation between internet memes and consumer engagement, rather that they are beneficial to use in addition to traditional marketing. In order to gain a stronger understanding of the relationships between internet memes and engagement, future research can study online brand personalities more in-depth and develop theories on the effectiveness of meme usage.
ContributorsReicks, Amber Michelle (Co-author) / Ahmas, Roxanna (Co-author) / Ostrom, Amy (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The "Dutch Dukeout" is a memorial, community engagement venture founded by Scott Fitzgerald and Sam Minton. The event was also supported and facilitated through the help of a third party member, Dylan Bryant. The "Dutch Dukeout" will continue annually, as an opportunity for Brophy College Preparatory alumni and current students to come together and connect. This venture also exists to celebrate and honor the life and legacy of Fr. Harry "Dutch" Olivier, a former, prominent faculty member of Brophy. Additionally, the "Dutch Dukeout" aims to raise money to support the Brophy Scholarship Foundation, a resource for current Brophy students to offset the financial burden it costs to attend the prominent college preparatory. Foremost, the "Dutch Dukeout" flag football tournament provides a powerful way for Brophy Alumni to reconnect with their school. By communicating and participating with graduates from various classes, alumni have an opportunity to provide valuable life lessons and share personal stories with the youth, as well as bond over their shared experience at Brophy. For a school that is able to continually develop community leaders and social activists, the "Dutch Dukeout" provides a platform for collaboration and inspiration for everyone who participates. By raising money to support the Brophy Scholarship Foundation and providing an opportunity for alumni to engage in their community, the "Dutch Dukeout" is an event that truly embodies Fr. Olivier's values and beliefs. This thesis report documents the ideas, work and efforts that were completed to launch and then ensure the success and longevity of the venture. It also serves as an example for future social entrepreneurs who aim to make a difference in communities of their own.
ContributorsFitzgerald, Scott (Co-author) / Samuel, Minton (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Arizona State University has prided itself on the mission to become a global leader in innovation, sustainability, and inclusion for students of all backgrounds. To provide the most meaningful experiences and promote student growth both personally and professionally, the university offers over 800 students organizations for involvement and leadership on campus. With a heavy reliance on paper and print materials, large-scale engagement events such as Passport to ASU and Panhellenic Formal Recruitment have become wasteful and inefficient, straying from the goals established by university president, Michael M. Crow. The processes involved within these two events are outdated and limit accessibility for many students, minimizing the opportunity to get involved and connect with their peers. Engage is a company founded by an Arizona State University student, hoping to find feasible solutions to meet the needs and improve the overall student engagement experience. By designing two separate mobile applications for Passport to ASU and Panhellenic Formal Recruitment, Engage has eliminated the need for paper and print materials while simplifying the event processes for incoming students and the organizations. These apps will similarly improve accessibility for all students, allowing users to get involved and connect with peers without limitations such as transportation or time. Innovation is a key focus of Arizona State University, and to stay competitive they must find new ways to improve the student experience and modernize current offerings. Getting involved is often considered one of the defining parts of collegiate life, and the university must work to maximize opportunities and make the transition as effortless and enjoyable as possible. By implementing these two mobile apps, student engagement will reach new heights and realign with the missions Arizona State University was founded upon.
ContributorsFitzgerald, Paige Elizabeth (Author) / Montoya, Detra (Thesis director) / Giles, Bret (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This thesis examined whether the saturation of the social identity environment could impact consumer decision-making and preferences. One experimental study revealed that consumer preference for identity-salient products is moderated by the strength of the identity of the consumer and saturation of the social identity environment. Results showed that when participants held a strong native membership, they were more likely to engage with identity relevant products when in an unsaturated (vs. saturated) social identity environment. Conversely, participants who held a low native membership were more likely to engage with identity relevant products when they are in a saturated social identity environment vs. an unsaturated social identity environment.
ContributorsRamohalli, Kavitha (Author) / Kristofferson, Kirk (Thesis director) / Morales, Andrea (Committee member) / Department of Information Systems (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Study abroad provides an opportunity for students to grow, earn academic credit, and explore the world. The experience helps students develop a new set of skills and engage in another culture. However, only a small percentage of students across the United States participate in this opportunity. The purpose of this thesis is to investigate why students study abroad or choose not to. More specifically, this study examines the motivations and obstacles students have to studying abroad. The other questions that contribute to this study are: Why are students unable to study abroad? How do certain personality traits affect a student's choice to study abroad? How can university study abroad organizations attract more students to participate in their programs? Before conducting research, the author reflected on her reasons for studying abroad, the problems she encountered, and her overall experience. Based on her experience and knowledge as an ASU Study Abroad Recruiter, she identified the different types of students who have not studied abroad. These are: students who plan to study abroad, are unable to study abroad, and who do not want to study abroad. To address the purpose of this study, the author created survey questions based on her experience and background research. She conducted research through a survey on Qualtrics and administered it to college students in the W.P. Carey School of Business. After reviewing the results, she came to several conclusions that can serve as guidelines for marketing study abroad to different types of students. Based on these conclusions, the author developed marketing messages to appeal to students with certain personality traits as well as to students who have not studied abroad. For each message, she created a sample of an ad that can be used in print materials or social media campaigns.
ContributorsRefermat, Gianessa Marie (Author) / Eaton, John (Thesis director) / Olsen, Douglas (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05