Experiential Marketing and Long-Term Sales

This study investigates the ability of winery tasting rooms to create brand awareness and build long-term brand loyalty. Specifically, we test the conjecture that if tasting rooms create brand awareness and a pleasurable tasting room experience, then those visitors are more likely to recognize and seek out those brands once they leave the tasting room. To measure these effects, we exploit differences in tasting room characteristics to conduct a series of natural experiments from which we analyze differences in off-premise retail sales away from the tasting room. We use scan data on wine sold off-premise through traditional retail outlets to then test for differences among tasting room characteristics. Our results indicate that tasting rooms act as a form of experiential marketing for wineries, creating brand awareness and generating greater growth in off-premise retail sales. Finally, we address issues of endogeneity and unobserved heterogeneity as potential sources of bias.     

Competencies of training professionals in the Hong Kong hotel industry

ABSTRACT

This study aims to investigate the competencies of training professionals in the hotel industry in Hong Kong. A survey questionnaire was adopted. Seventeen competencies were derived by factor analysis. Six essential competencies are identified, whereas “people skills and commitment” and “awareness of quality” are the most important competencies, while another 11 competencies are highly preferred. This study provides original criteria for hoteliers and human resources professionals to facilitate the recruitment process and aid training professionals in developing core competencies in hotel industry employees. Theoretical and practical implications of the findings are presented.     

The impact of age and family life experiences on Mexican visitor shopping expenditures

Mexican Nationals frequently visit border towns and other cities in the United States that are in close proximity to their areas of residence for the main purpose of shopping at popular malls and outlet centers. However, it is somewhat difficult to gather the necessary information in order to profile the visitors and develop marketing strategies for targeting the appropriate market segments. The purpose of this paper is to identify the key target markets for U.S. shopping malls based on the age and family life experiences (i.e., marriage and having children) of the Mexican visitors. First, a three-factor ANOVA analysis is used to examine the impact of these characteristics on shopping expenditures, including the interaction effects. Then, a cluster analysis is performed in order to segment the market using age and the family life experience variables. Finally, recommendations are provided based on the expenditures and trip behavior by family life cycle stage.     

Analyzing Real Estate Data Problems Using the Gibbs Sampler

Real estate data are often characterized by data irregularities: missing data, censoring or truncation, measurement error, etc. Practitioners often discard missing- or censored-data cases and ignore measurement error. We argue here that an attractive remedy for these irregularity problems is simulation-based model fitting using the Gibbs sampler. The style of the paper is primarily pedagogic, employing a simple illustration to convey the essential ideas, unobscured by implementation complications. Focusing on the missing-data problem, we show dramatic improvement in inference by retaining rather than deleting cases of partially observed data. We also detail Gibbs-sampler usage for other data problems.     

Electrostatic hazards of pneumatic conveying of powders

The potential for dust explosion from electrostatic discharge in pneumatic Conveying systems has been reviewed. The importance of lab testing to determine electrostatic charging of powders in contact with materials of construction is illustrated. Correlation of predicted voltage fields (from lab testing) to full scale is good. With the voltage field information, ESD potential at various parts of the pneumatic conveying system can be determined (primarily in receivers, silo and separator).     

An Empirical Investigation of Japanese Consumer Ethics

One of the gaps in the current international marketing literature is in the area of consumer ethics. Using a sample drawn from Japanese consumers, this study investigates these individuals' reported ethical ideology and their perception of a number of different ethical situations in the realm of consumer behavior. Comparisons are then made across several demographic characteristics. The results reveal differences which provide theoretical support for expanded research in the area of cross-cultural/cross-national consumer ethics and highlight the need for managers to consider possible differences in the ethical behavior of consumers when entering a new international market. In addition, this study extends current knowledge in international marketing ethics by utilizing a research design and survey instruments similar to previous studies on consumer ethics.     

Combining value and price to make purchase decisions in business markets

The authors investigate how purchasing managers combine information about product offerings' values and prices to make purchase decisions. The results of two field studies show that managers do not regard monetarily-equivalent changes in value and price to be the same. Using reference-dependent theory, the authors show that, rather than a single utility function, separate functions for value and price appear to underlie purchasing managers' decisions. The authors also address means of inducing managers to choose higher-valued, higher-priced product offerings.