Susan M. Petroshius

A Collaborative Effort at Marketing the University: Detailing a Student-Centered Approach

In this article, the authors describe the use of an experiential team-based project in a capstone marketing management course. In the project, students worked with the university administration to develop a marketing plan for the Admissions Offices Tour Guide Program. The authors discuss why such marketing activities are important to colleges and universities and report on a successful collaboration between an academic program and a school administration in designing such a program. The authors conclude by discussing the benefits that such collaborations offer to both the students and the university.

The Role of Hispanic Acculturation on Media Exposure, Coupon Use, and Brand Loyalty

The Hispanic population in the United States is rapidly increasing and is expected to be the largest minority group within the next decade. Consequently, a better understanding of this group of consumers is of great importance to marketers. This study investigates the role that acculturation plays on a number of consumer‐related attitudes and behaviors. The results indicate that as acculturation increases, Hispanic consumers are more frequently exposed to English language media, use coupons with greater frequency, and display less loyalty to specific brands.

Responses from a Corporate Mail Survey:Effects of Charitable Contributions and Personalization

The effects of the manipulation of a promised contribution to a university and the personalization of a cover letter on response rate, response speed, and response quality were examined using a commercial population. The results indicate that both the promised contribution to a university and personalization increased response rate and response speed of returns. The influence of the manipulated variables on response quality was mixed. Specifically, only personalization was shown to influence response completeness while neither variable influenced respondents’ willingness to respond to questions that could be regarded assensitive. The study also revealed slight evidence of method‐specific response bias.

The Impact of Alternative Rating Procedures on the Measurement of Store Image: An Experimental Study

This study examined the effect of two different rating procedures on the measurement of store image and on the magnitude of the halo effect present in the ratings. One rating procedure required subjects to evaluate alternative objects, one at a time, on various attributes. The other rating procedure required subjects to evaluate all stores on one attribute, then all stores on another attribute and so on until all attributes were exhausted. In addition, the impact of familiarity of the stores on the halo effect was examined. Specifically, the following hypotheses were investigated:

An Empirical Analysis of Business Students’ Attitudes Toward Marketing:Implications for Marketing Educators

This research examined business students’ attitudes toward marketing. The results revealed that while business students generally had a favorable attitude toward marketing, differences emerged: (1) between marketing and non-marketing majors; (2) by whether a student was exposed to a marketing course or not; and (3) by the sex of the student. Implications for marketing educators are presented.

Students’ Perceptions of Professionalism in Faculty Members

This research examined business students’ attitudes toward faculty as role models and perceptions of professional behavior in faculty members. The results revealed that business students may look to faculty as role models and identified a variety of cues students use to assess the professionalism of faculty. Further, difference in perceptions based on class rank and sex were explored and implications for marketing educators presented.

Beauty and the Prince VS. Beauty and the Beast: An Investigation of the Effects of Male and Female Communicators’ Physical Attractiveness on Evaluations of Advertisements

The results of the study indicate that attractiveness of spokespersons positively effects attitude toward the ad and purchase intentions for products that are attractiveness related. However, the analysis fails to support the notion that respondents are more favorably inclined toward ads that have an attractive member of the opposite sex.

The Marketing Research Principles Course: An Alternative Approach to the Client-Sponsored Project

A number of limitations with the client-sponsored approach in the Marketing Research Principles course are raised and an alternative approach is proposed. It is suggested that marketing departments need to segment those students in the Research Principles course and subsequently provide an additional class for those students who seek careers in marketing research. An example format and discussion of one approach to this additional course is presented.