Matching Items (25)
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- All Subjects: Marketing
- Creators: School of International Letters and Cultures
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
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 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
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
Description
The following paper is a proposal for marketing materials advertising the W. P. Carey Leaders Academy and the experience of business students in Barrett, The Honors College. There is a distinct need for materials that market to and inform prospective students about the experiences and feeling of community that can be attained from being a student in the W. P. Carey Leaders Academy, which is "a community designed exclusively for premier students enrolled in the W. P. Carey School of Business" (W. P. Carey Leaders Academy). The challenge of successfully creating these materials was approached with various methods of data collection and research. The data collection included a review of Arizona State University (ASU), the W. P. Carey School of Business, and Barrett, The Honors College marketing materials, a review of materials from competing institutions, and scholarly articles on the subject of recruitment and marketing. Admission-based data from groups of excelling students was featured. Finally, interviews and surveys with current faculty, staff, and students were conducted to supplement the research and data collection. Analysis of the data provided insight into best practices when marketing from universities and provided an understanding of appropriate methods for marketing this information. The data indicated that creating an online viewbook, like the one currently marketing the entire business school, as well as providing a physical postcard mailer directing students to the online viewbook, would be the best strategy for marketing the W. P. Carey Leaders Academy. The sections of the viewbook this paper proposes to include are Why the W. P. Carey Leaders Academy, W. P. Carey Leaders Academy Experience, Student Life, Academic Success, Involvement, Scholarship, Professional Future, Barrett, The Honors College, For Parents, and Next Steps. Details of the Time, Cost, and Project Personnel follow.
ContributorsHerrold, Kelsey Jayne (Author) / Eaton, John (Thesis director) / Desch, Tim (Committee member) / Wilson, Jill (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of English (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2013-05
Description
The following thesis analyzed the non-profit organization, Welcome to America Project (WTAP) to understand and identify effective marketing techniques for non-profits. The primary focus of the WTAP, a non-profit organization helping newly arrived refugees in Arizona is to provide them with basic necessities by collecting monetary and in-kind donations from volunteers. WTAP's limited resources require the organization to use creative marketing techniques to solicit donations effectively and efficiently. Through an analysis of WTAP's current marketing techniques and the marketing methods of three benchmark organizations, Project C.U.R.E., Feed My Starving Children, and Maggie's Place, we have identified several opportunities for WTAP to consider.
ContributorsVasoya, Charmi (Co-author) / Chan, Dona (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / O'Connor, Megan (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Supply Chain Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2013-05
Description
Make-A-Wish America has a world-renowned reputation as one of the best nonprofits in the world, and is widely known amongst many individuals looking to support or donate to nonprofits. Their work is not only a fundamental part of human services care within the nonprofit world, but their unique online platform and social media presence is a differentiating factor among many other nonprofits and for-profit businesses alike. The purpose of this study is to research Make-A-Wish America’s brand management and marketing strategies as a nonprofit, including secondary research on the brand itself, analyze all environmental factors that affect its marketing strategy, assess their market segmentation, targeting, and positioning, and evaluate their integrated marketing communications strategy. Additionally, I conducted interviews with Make-A-Wish America professionals working within the brand management department at the national office. The individuals were interviewed with various marketing backgrounds within the brand department to gain a deeper insight into their individual experiences and assessments of Make-A-Wish America’s brand management and marketing strategy. My specific thesis goals include utilizing my marketing recommendations to grow Make-A-Wish America’s profits, specifically in actions to increase fundraising. Also, my thesis goal is to find recommendations to outperform competition in gaining supporters and donors as well as, more recently, analyzing the effects of the COVID-19 pandemic and making recommendations on how they can grow despite this economic tragedy. The results suggest that there are common themes amongst my secondary research and primary research, resulting in marketing recommendations that Make-A-Wish America can utilize to better market to donors and supporters in the future, giving them competitive advantage over other nonprofits and combatting the effects of COVID-19. Recommendations for Make-A-Wish America include investing in their own research and development in terms of customer relationship management tools, online fundraising campaigns, and technology to better inform donors of their mission, vision, and values, diversifying their donor profile and targeted communities, and taking advantage of their point of parity within their social media online platform.
ContributorsBarton, Maddy Taylor (Author) / Montoya, Detra (Thesis director) / Ostrom, Lonnie (Committee member) / Department of Economics (Contributor) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
The purpose of this study was to examine the history of pilgrimage tourism and its marketability to a modern consumer. It was also to examine the role of government in promoting tourism activities. Through a case study on el Camino de Santiago and the Xunta de Galicia, I discovered a market gap and created a communications strategy aimed towards closing the gap and smoothing demand fluctuation. Target market research indicated consumer interest and supported the marketing strategy. The study was conducted through historical, statistical, ethnographic, and psychographic research and analysis. The major findings of this study were that the American consumer is not as religiously motivated to travel as their European counterparts. However, they find many other aspects of the pilgrimage experience very appealing. Their lack of interest in the religious aspect of travel experiences segments them into a group that can potentially help flatten demand fluctuation amid Holy Years along el Camino de Santiago. The modernization of the pilgrimage contributes to its movement away from pious tourism towards secular tourism and offers an opportunity for an untapped market to support pilgrimage tourism economies.
ContributorsPowers, Molly Kathleen (Author) / Eaton, John (Thesis director) / Eaton, Kate (Committee member) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
With the United States' diverse group of people, diverse set of beliefs and diverse cultural backgrounds, it’s no wonder that over the last few decades there has been a 51 percent increase in second-generation Americans in the United States (Child Trends, 2018). Though each of these second- and third-generation Americans experience life in the U.S. vastly different, the common steps of self-identity, acculturation and assimilation persist. However, what is often missed with this seemingly linear process is the delineating step: retro acculturation. Their sense of disconnect sparks a feeling of blurred identity, introducing the phenomenon of retro- acculturation, or an individual’s conscious efforts to connect to their heritage in new ways. Understanding the “why” behind this revelation is essential in understanding the “how”- or the actions taken by the individual to connect with their withdrawn culture. A deeper understanding of retro-acculturation and its processes is essential to leveraging a successful marketing effort in order to reach this demographic. As this population steadily reaches a larger population and quickly gains consumer buying power, it is important to be taking note of new and innovative ways of making lasting impressions on this demographic. This study focuses on exploring and discovering why individuals experience retro-acculturation and their triggers, as well as what approaches they use to connect to their heritage culture. Additionally, the insights gained were leveraged to provide recommendations as to how business can more effectively market to reach this demographic.
ContributorsHanson, Rebecca Jane (Co-author) / Burgess, Julia (Co-author) / Montoya, Detra (Thesis director) / Riker, Elise (Committee member) / School of International Letters and Cultures (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05