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22 results on '"Motley, Carol M."'

17. Sales Forecast in a Personal Selling Intensive Industry: An Empirical Analysis of the Repeat Purchase Diffusion Model

Author

Ogbuehi, Alphonso, Carter, Franklin, Motley, Carol M., Ogbuehi, Alphonso, Carter, Franklin, and Motley, Carol M.

Abstract

It is essential for managers in personal selling-intensive industries to find the optimal mix of personal selling and other promotional efforts to forecast sales, meet sales projections and avoid costly marketplace failures. To that end, we develop and test a repeat purchase diffusion model that allows for the impact of personal selling, pricing and other promotional activities (advertising and sampling) on the adoption of a new product. This model recognizes manager-defined segments of prescribers and incorporates a manager's judgments on the distribution of resources among these various segments. Prescribers are categorized as potential new prescribers and repeat prescribers, based upon sales call attractiveness ratings provided by the sales organization. Market potential is then a function of sales call activity. Our results provide the marketing manager in a personal selling-intensive industry more feedback on the impact that variations in marketing activities could have on new product sales than previously available.

Published
2002

20. EPITHET OR ENDEARMENT?

Author

Motley, Carol M. and Craig-Henderson, Kellina M.

Subjects
AFRICAN diaspora, AFRICAN Americans, AFRICAN migrations, SOCIAL sciences, INVECTIVE, ORAL communication
Abstract

Although scholars throughout the social sciences have considered cultural differences among individuals in the African Diaspora, there is little marketplace research examining differences among these peoples. The present research was conducted to better understand how varying identities and cultural group norms influence attitudes, language, communications, and consumption patterns in reactions to the socially explosive epithet nigger. Qualitative research was conducted involving a series of in-depth interviews with people of the African Diaspora who were living in the United States. Analysis of interview data suggests the prominent influence of respondents' culture of origin in their knowledge structures, affective reactions, and expressed contingencies for use. In general, findings from this research reveal the multiple meanings and usage of the term nigger and its derivatives among peoples of the African Diaspora. [ABSTRACT FROM AUTHOR]

Published
2007
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22. HITS ON BROADWAY: THE ROLE OF CRITICS' REVIEWS IN THE SUCCESS OF AN EXPERIENTIAL GOOD.

Author

Reddy, Srinivas K., Swaminathan, Vanitha, and Motley, Carol M.

Subjects
PERFORMING arts, MARKETING, CRITICS
Abstract

Focuses on the determinants of the success of an experiential good, namely Broadway shows. Role of critics in the consumption of artistic, aesthetic, cultural products in the marketing discipline; Theoretical and empirical consumption of experiential goods; Influence of critics' reviews on the success of Broadway shows.

Published
1996

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