Charles D. Bodkin

Content analysis of Fortune 100 company Web sites

Discusses the results of content analysis of the Web sites of Fortune 100 companies, carried out to identify the mix of promotional activities on their Web sites. Specifically, we performed a content analysis of Web sites utilizing categories representing a range of marketing communications, including: communicating product, pricing and dealer/retail location information, related and unrelated advertisements, sales promotion, direct marketing, basic company information and public relations. We also identified differences between and among industries based on standard industrial classification (SIC) codes. We found considerable variability in how members of the Fortune 100 used their Web sites. The Web sites ranged from very simple ones that focused on basic company information, such as company history, to quite complex Web sites that incorporated a mix of promotional elements, such as press releases, advertisements, games, free gifts and pricing information.

A Cross-National Comparison of University Students' Perceptions Regarding the Ethics and Acceptability of Sales Practices

This scenario-based study examines the perceptions of university students in the United States and Australia regarding the ethics and acceptability of various sales practices. Study results indicate several significant differences between U.S. and Australian university students regarding the perceptions of ethical and acceptable sales practices. These differences centered on company-salesperson and salesperson-customer relationships. The findings are significant for the employer, and have consequences for customers and competitors. They also have implications for recruiters and managers of salespeople, academics with an interest in understanding cross-national differences in sales ethics, and educators preparing students for future careers as business professionals.

Fortune 500 manufacturer web sites: Innovative marketing strategies or cyberbrochures?

Abstract Forecasts for business-to-business electronic commerce over the next few years are in the trillions. Manufacturers represent a significant portion of business-to-business activity and their web sites an integral component of business-to-business electronic commerce. Should they choose to, manufacturers can use their web sites not only to conduct electronic commerce but also to engage in a wide range of marketing communications. Marketing communication activities include advertising, sales promotion, public relations, and direct marketing. The results of our content analysis of 188 Fortune 500 manufacturer web sites indicated that few manufacturers use a broad range of marketing communications activities. Analysis of differences in the use of marketing communications on web sites suggests that some aspects of web site marketing communications differ based on manufacturer characteristics such as sales, R&D to sales ratio, and net income.

Goods retailers and service providers: comparative analysis of web site marketing communications

Abstract Retailers may engage in a range of marketing communications on their web sites. Our content analysis of web sites for 152 Fortune 500 retailers showed that more profitable retailers were more likely to use company specific, shareholder, web specific and customer service elements. We also found differences in the use of advertising, shareholder, company specific and web specific elements among goods, financial and services retailers.

University Students’ Perceptions Regarding Ethics and Acceptability of Sales Practices: A Scenario Based Study of Gender Effect

The promotion component of marketing, particularly sales, is one area of business that is frequently cited for unethical activity. However, it has been suggested that the “feminization” of the U.S. workforce may bring about an improvement in the level of ethical marketing practice if women have higher ethical standards than men. The purpose of this study is to determine if gender affects college students’ perceptions of ethical salesforce behavior. Findings indicate that university women tend to view specific sales practices as less ethical than do men. This presents both problems and opportunities for marketing educators preparing students for sales careers.

The Visual Portrayal of Women in IBM's Think: A Longitudinal Analysis

Magazines such as Working Mother and Business Week regularly publish lists of woman-friendly companies. The compiler of one such list asks to see the com panys newsletter as an indicator of how a company treats its people. An analysis of photographs for 2 two-year periods (January 1985 through December 1986 and January 1991 through December 1992) showed that women were not portrayed equitably in IBMs employee newsletter Think. Compared to their presence in IBMs labor force, women were significantly underrepresented in photographs, both in 1985-86 and 1991-92. Although women constituted approximately 29% of IBMs workforce, only 23% of the 820 subjects of the coded pictures were females. Moreover, although women were pictured more frequently in 1991-92 than in 1985-86, the mean proportion of women in Think photos did not increase significantly. Womens portrayal as leaders (17.4%) did not differ significantly from the proportion of IBM managerial positions (20.0%) held by women, and the propor tion remained stable over time. However, a large percentage of small-group photographs portrayed no clear leader, male or female. This fact was attributed to IBMs tendency to downplay managers in the magazine sent to all employees.

Building a fan community through the folklore of NASCAR

Seventy-five million fans contribute nearly

Marketing Information Systems: Initiating a Dialogue for Cross-Disciplinary Courses

3.0 billion annually to NASCARs profitability. From 1997 to 2004 NASCAR saw a 24.6% increase in their fan base while other professional sports organisations declined. Identification and perceived intimacy with NASCAR drivers may partially explain heightened fan commitment; but, is there also a role for the fan community? This paper examines how fan communities and their folklore strengthen fan commitment to NASCAR and its drivers. Using qualitative analyses of folklore surrounding NASCAR drivers we identify and discuss the lore of identity and of shared and clashing values. Findings suggest that empathy with a driver, expressed in stories fans tell from their experiences and observations, enhances their commitment and contributes to the folklore of the larger fan community. Fans differentiate between drivers based on shared and clashing values, creating stories of conflict, heightening the drama of NASCAR and building fan commitment to drivers with shared values.

Portrayal of Women in Japanese Advertisements

The marketing field has witnessed an information explosion due to the proliferation of personal computers. Marketing practitioners are aggressively integrating technology to aid managerial decision making. To better prepare students for a technology intensive environment, academia has increasingly incorporated computer applications in various content areas of the marketing curriculum. This paper proposes to initiate a dialogue among marketing educators to facilitate the education of students in marketing information systems (MKIS) management. After an examination of current alternatives, a framework for a MKIS track is discussed.

Weather sensitivity analysis on grocery shopping

As U.S. marketers attempt to market their products in Japan, it is prudent for them to understand advertising issues in Japan. An important issue for all advertisers is portrayal of specific groups of consumers in advertising. This study focuses on portrayal of women in Japanese advertising. Content analysis of print advertising reveals that women are portrayed just the same as men, an important finding for U.S advertisers to be cognizant of.