4,593 research outputs found

    MARKETING IN WESTERN VERSUS EASTERN CULTURE – COMPARING AND CONTRASTING BETWEEN THE U.S. AND JAPAN

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    In this paper we consider differences in marketing in Western vs. Eastern cultures and use the United States and Japan as the primary, but not exclusive, focus of our discussion. We first consider the general issue of companies trading internationally, and home in on the U.S. and Japan. We consider corporate cultures and examine a deeper look at the U.S. vs. Japan along a set of six dimensions, and we distinguish between internal and external aspects. We use case studies of three companies to illustrate our points, and end with a noting of our conclusions and managerial implications and some advice for companies seeking to enter the Japanese market

    ETHICS IN DATA COLLECTION AND ADVERTISING

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    This paper will explore the ethical connotations within the current advertising methods used by companies who want to market their products online. Specifically, the paper will focus on how customer data is collected and used via targeted advertising and what the ethics behind this method of advertising are. While marketers argue that targeted advertising using customer information results in greater consumer market efficiency, by sparking customers’ interests through tailored advertisements, many consumer privacy groups have questioned the ethicality of such practices

    Customer lifetime value: Marketing models and applications

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    Evaluating College Quarterbacks As They Enter the National Football League Draft

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    The National football League (NFL) in the United States has become a quarterback-centric league, where an elite quarterback is needed to win a Super Bowl. This paper will aim to provide statistical insight into how to project which college quarterback prospects will have the most successful NFL careers. We specifically focus on two quarterbacks, Jameis Winston and Marcus Mariotta, who, respectively, were the first and second choice in the first round of the NFL draft recently, in May, 2015. However, our methodology is applicable to other quarterback draftees, and, with modest adaptation, to evaluating players at other positions

    Consistency conditions for regulatory analysis of financial institutions: a comparison of frontier efficiency methods

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    We propose a set of consistency conditions that frontier efficiency measures should meet to be most useful for regulatory analysis or other purposes. The efficiency estimates should be consistent in their efficiency levels, rankings, and identification of best and worst firms, consistent over time and with competitive conditions in the market, and consistent with standard nonfrontier measures of performance. We provide evidence on these conditions by evaluating and comparing efficiency estimates on U.S. bank efficiency from variants of all four of the major approaches -- DEA, SFA, TFA, and DFA -- and find mixed results.Financial institutions ; Bank supervision

    Tradeoffs in Managing the Quality of Marketing Data

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    A large majority of work in database marketing deals with what to do with data when it is available. This paper focuses on an aspect of data that has been infrequently examined in the database marketing literature – managing quality of data resources from a profit perspective. The notion that “more is better” often prevails in quality management decisions, with very little consideration, if any, of cost. This paper suggests that such decisions should be driven by consideration of cost-benefit tradeoffs and profit maximization. It specifically addresses data-quality decisions which are relevant in the database marketing area: the time-span covered by and targeted quality levels within datasets. These decisions are routinely made based on satisfying technical and functional requirements. We propose a model that quantifies the benefits and costs associated with these decisions and helps maximize profit. The paper describes the model development, discusses its implications for data-quality management decisions, and highlights its contributions with illustrative examples

    Which Investments Improve Student Performance? The Impact of Extracurricular Activities, Paid Classes, and At-Home Internet Use on Student Performance in Secondary School

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    The importance of education is acknowledged by modern society. As more and more people are willing to invest in education to improve students’ performance, the question of which areas of investment contribute most strongly to better academic performance arises. Parents can choose to involve their children in extracurricular activities, or they can choose to pay for additional classes outside of regular schooling. In addition, the use of technology, or, more specifically, access to the Internet at home, is becoming more and more common, and its influence on student performance is a popular topic of study. In this paper, we use two experiments to uncover the factors that influence students’ performance in Math and Portuguese Language and to support strategies for investment in education

    PACKAGING – AN IMPORTANT MARKETING TOOL FOR BRANDS

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    The intention of this research is to analyse how packaging influences the consumer buying behavior of personal care products. As an example, we specifically include consideration of the importance of packaging of personal care product with respect to sales, brand recognition and providing information about the product to the end user. The consumer’s buying decision is strongly based on packaging and its features, such as  packaging color, packaging material, background image, design of the wrapper, printed information, innovations, and font style. The basic idea for conducting this study is to identify those packaging element that add value to personal care products and thus influence consumer buying behavior. This research will not only help marketers in bringing innovation and creativeness into the packaging of personal care products, but will also provide the policy makers to implement effective decision-making in bringing changes and creating strategy to packaging in general

    Identifying Future Brand Ambassadors in The National Basketball Association (NBA) for Predicting Future NBA Superstars for Superior Marketing

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    This paper seeks to determine which factors/variables are useful to predict the salary of a National Basketball Association (NBA) player. Our goal is motivated by the presumed connection between a player’s salary and how well he is known nationally and perhaps internationally, and the connection between how well a player is known and his value as a brand ambassador/spokesperson for selected brands. We use stepwise regression as the key statistical tool for our analyses
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