Karen A. Berger

Undergraduate student attitudes about hypothetical marketing dilemmas

This study investigated the attitudinal responses of 403 undergraduate students with respect to nine hypothetical marketing moral dilemmas. Participants varied by gender, major, and age.It was found that undergraduate women responded more ethically on the hypothetical marketing moral dilemmas, as hypothesized. Secondly, chosen major did not make a difference on cognitive, affective, or behavioral responses. Further, the overall means for each scenario were in the morally correct direction in every case. Also, all intercorrelations for each story were significant. Finally, whenever there was a nonchance finding for age, the oldest participants answered more morally than the youngest subjects.Implications of these findings for the undergraduate curriculum and for organizational management were discussed.

Country-dot-com: marketing and branding destinations online.

Abstract The Internet is rapidly overtaking personal recommendation as the number one source of travel and tourism information. Therefore, in order for destinations to succeed in their efforts to attract visitors, they must design sound online marketing and branding strategies. Given the fierce competition for the attention of Internet users, online marketers must secure memorable web names and addresses. In the case of a nation willing to promote itself online as a destination, no other brand name could be more distinctive, easy to remember, and inimitable than the countrys own name. This study investigates the extent to which countries have adopted their names as brands and secured ‘country name-dot-com’ domains to market themselves on the Internet to global audiences.

Technology to Enhance Learning: Use of a Web Site Platform in Traditional Classes and Distance Learning

This paper suggests a model for selecting a Web platform based on the course delivery system as well as the pedagogical, professional and institutional issues. Course delivery systems include (1)a traditional classroom, (2) a distance learning situation and (3) a hybrid context. The model suggests careful consideration of pedagogical and professional issues. Pedagogical issues are either strategic or tactical. Strategic issues are those that affect the quality of learning and relate to course content, critical thinking and skills building. Tactical issues affect the management of the class experience. Professional issues are faculty load, responsibility and compensation. The authors suggest further research and continued discussion of how these issues impact the student-learner process and the role of the professor in the classroom.

Understanding Service Quality and Customer Satisfaction in the Telemarketing Industry

The purpose of this article is to present a revised model of Service Quality to study the role of telemarketing in the creation of service quality and customer satisfaction. The SERVQUAL instrument is used as a base for the conceptualization. Based on five focus groups, five propositions are presented for study.

On-Line Conferencing in a Marketing Course: Description, Analysis and Reflection

Several on-line conferencing products are available commercially, having quickly become popular for use on Web sites. This paper gives one experience using an on-line conferencing product called “WebBoard” in a ‘Strategic Internet Marketing’ class, resulting in greater group interaction outside class between students and between students and faculty. Further, this paper suggests a rubric for analysis of the quality of postings from WebBoard to focus teaching and analytical skills. Bloom’s Taxonomy of Educational Objectives is the source of the categories used in content analysis.