by Ivy Chan Kit-chuen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 67-68. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.v / Chapter I. --- INTRODUCTION / Reasons Behind Grocery Product Expansion --- p.1 / Obstacles to New Product Introduction --- p.2 / Differential Treatment Among Manufacturers --- p.3 / Objectives of This Paper --- p.5 / Chapter II. --- LITERATURE REVIEW --- p.6 / The New Product Flurry --- p.6 / The Birth of Slotting Allowances --- p.9 / Cost Center or Profit Center --- p.9 / Payment Upfront or In Disguise --- p.10 / An Evolution from Trade Allowances --- p.11 / The Extent of the Practice --- p.12 / The Amount Involved --- p.12 / The Type of Company and The Form of Payment Involved --- p.13 / The Controversy Involved in Failure Fee --- p.14 / Beyond Supermarkets --- p.16 / Implications of the Problem --- p.17 / The Effect of Slotting Allowances on All Concerned --- p.17 / The Outcome of Consolidation and Information Control --- p.18 / Factors Influencing New Product Decisions --- p.19 / Management Information at the Retail Level --- p.19 / The Product and Its Company --- p.20 / The Customer's Needs --- p.20 / Alternative Courses of Actions to Consider --- p.21 / Government Regulation --- p.22 / Manufacturer-Retailer Settlement --- p.23 / Venture into Other Channels --- p.23 / Innovation in Packaging --- p.23 / Exercise Family Planning --- p.25 / Return to Pull Marketing --- p.25 / Innovation in Fixtures --- p.26 / Manufacturer-Retailer Cooperation --- p.26 / Summary --- p.29 / Chapter III. --- METHODOLOGY --- p.31 / The Scope of Study --- p.32 / The Approach --- p.32 / The Response --- p.33 / Chapter IV. --- FINDINGS OF THE STUDY --- p.34 / The U.S. and Hong Kong: A Preliminary Comparison --- p.35 / The Birth of Listing Allowances --- p.36 / What is a New Product --- p.37 / Where is the Competition for Space? --- p.37 / Slotting Allowances Practices in Hong Kong --- p.37 / Listing Allowances --- p.38 / In-Store Promotions --- p.39 / Discounts --- p.40 / Summary of New Product Introduction Charges --- p.41 / How Much is Involved? --- p.42 / Is It Negotiable? --- p.42 / Criteria for New Product Acceptance --- p.43 / Alternative Channels of Distribution --- p.44 / Japanese Supermarkets --- p.44 / The Independents --- p.45 / General Sentiments of the Industry --- p.45 / Other Issues --- p.46 / Choice of Location --- p.47 / Types of Promotion --- p.48 / Undersells --- p.49 / Chapter V. --- SUMMARY AND IMPLICATIONS --- p.50 / APPENDIX --- p.53 / BIBLIOGRAPHY --- p.67

This project presents the marketing strategy that should be developed in order to be successful in the Latin American market. Therefore, it is necessary to analyze the market's opportunities and threats linked to the customers/consumers expectations by using the SWOT (strengths, weaknesses, opportunities and threats) analysis.

This dissertation reviewed extant literature about McGuire’s distinctiveness theory, the Elaboration Likelihood Model of Persuasion, in-group bias theory, racial identity, race source effects, and cultural cues pertaining to targeting African American and Latino consumer markets. Mexican and African American informants were interviewed after viewing magazine advertisements targeted to the other group to determine if distinctiveness to the other’s images and cultural cues occurred. Observations were also reported from ethnographic excursions across Des Moines, Iowa, a city and state where African Americans and Mexicans are numerical rarities or minorities. Results revealed that the majority of informants spontaneously delivered responses that reflected salience with the other group. In fact, both groups saw themselves as a part of a greater people of color community--extending their ethnic identities. Furthermore, informants exhibited a provisional ethnic backlash against viewing Anglos in product advertisements in their ethnic magazines. However, when ads presented a message about diversity, informants thought Anglo images should be included. Both groups said they valued the use of people of color and socially responsible messages in ads for high involvement and low involvement products, however, these images and cultural cues would not lead to purchases of new brands because informants were weary about wasting money on unfamiliar brands in a stressed economy. Consumers also scanned ads for models’ races, and paid attention to how their ethnic group and other people of color were treated in ads. Also, informants reported discussing racial issues often in social circles. A black-brown racial divide was expressed when there was a perceived scarcity of resources and when one group discussed how they felt the other group perceived their race. Finally, class and having on-going personal relationships with members of the other group affected responses. This study offers many academic, managerial, practitioner, social and political implications and recommendations. / text

This dissertation presents export decision-making information meant to complement the array of information available to wood furniture manufacturers, relevant government agencies, and marketers. It utilizes data obtained from a literature search as well as from a national survey of 947 wood household-furniture manufacturers in the U.S. and 310 manufacturers in Malaysia. Personal interviews were also carried out to support as well as to add depth to the quantitative data. This report includes a detailed look at the global export market opportunities for wood household furniture. For U.S. manufacturers, potential markets are its NAFTA partners - Saudi Arabia, the European Union, and the Pacific Rim countries. However, U.S. companies need to focus more on exporting and not be totally dependent on the domestic markets. As for Malaysian manufacturers, the U.S. will remain as the largest market for their products. However, this may change with the competition that Malaysia faces with other Asian nations such as China, Indonesia, and Thailand. Furthermore, Malaysia, a tropical wood producing country, may lose its market share if U.S. consumers start to demand environmentally friendly wood furniture products. / Ph. D.

The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.

Indiana University-Purdue University Indianapolis (IUPUI) / This study explores the intersection of the developments in the growing advertising, railroad, and automotive sectors of the U.S. economy. It examines the latter two sectors’ advertising to the elite by focusing on how industries that targeted the luxury market used fine art to emphasize and underscore the exceptionalism of that high-end market compared with the mass market. It does so by looking at the transition from using art as a decorative component unrelated to the product to using art specifically designed to advertise a product or experience. In the literature, advertising history has been delineated rather narrowly as the history of advertising to the mass consumer or as the history of advertising a specific type of product. This work broadens the focus in advertising history to show that luxury advertisers, as a sub-category of advertisers, developed particular advertising strategies, which recognized and exploited the relationship between their respective service or product, and a consciously selected audience for their respective advertisements. It shows that high art became a differentiating characteristic of advertising strategies aimed at the social elite market. This work also proposes the need for adding a specific timeline for the development of luxury advertising to the broad, more generally known outline of advertising history.