Issue #3 (Volume 13 2017)

Establishing the initial price for a new product is one of the most important decisions a firm will make. Implementing and adjusting this price over the sales cycle of the new product are crucial decisions for both its short- and long-term success. A modification of the product life cycle (PLC) concept is presented to reflect one of the many alternative price-setting strategies available to the company. After justifying and illustrating the modified PLC pricing strategy, applications and limitations are presented and discussed.

The purpose of this paper is to examine the relationship between teaching video editing and motion graphics skills and concepts with Adobe Photoshop in a university marketing course and teaching effectiveness. Video editing and motion graphics skills and concepts were taught in a 16-week semester upper division marketing course using Adobe Photoshop. The student evaluation of teaching effectiveness data of this 16-week semester course was analyzed. The results from this analysis suggests students found learning video editing and motion graphics skills and concepts with Photoshop to be a positive learning experience. Marketing educators can teach video editing and motion graphics skills and concepts with Photoshop by following the 16-week semester course outline presented in this paper. This 16-week semester course outline contains the weekly topics and teaching materials that were used to teach the 16-week semester upper division marketing course. Finally, three sections of a master syllabus for this course, the course description, course learning outcomes, and course content are provided to help marketing educators develop and teach a similar course at their institution.

The study aims to investigate the impact of using humor advertisements on airline customers’ mental image. To achieve the main objective, a questionnaire was designed according to research hypotheses. The study population consists of airline customers that operate in Jordan and those who were exposed to a humor advertisement on the planes. Each person was asked before filling the questionnaire if he was previously exposed during one of his flights to humor advertisement or not. A convenient sample of 700 people was selected, 587 valid questionnaires have been collected. The research concluded that humor advertising has a significant impact on the formation of airline customers’ mental image, moreover, aggressive humor variable is considered the most influential variable on airline customers’ mental image. The research suggested some recommendations, such as: airlines should adopt humorous marketing activities in high level, and to benefit from leading companies experiences in order to meet customer needs and desires.

As well as, they should encourage customers to respond to them in expressing their opinion about humor advertisements they make.

Humans are considered to be different from each other with their acumen and intelligence. The working condition in IT sector has changed over the past few decades. There has been a drastic increase in the number of female employees towards the development of IT sector over the past few years. Gender diversity is creating a wide range of awareness and helps understand the importance of gender identity. IT industry which is a dominant industry in India has reckoned gender diversity as a major tool to ensure it stands on criteria of being competent and innovative in the ever changing dynamic business environment. The main objective of this paper is to analyze the relationship between acceptance of gender diversity among the employees, diversity practices and programs adopted by the IT industries and barriers to the same.

Entrepreneurship is the mark and symbol of effort and success in business and entrepreneurs are the pioneers of successful businesses in the society. Their ability to take the opportunities, their strength in innovation and their capacity in succeeding are the standards which modern entrepreneurship is measured by. Entrepreneurs in leading, management, innovation, competency, job production, competition, efficiency and establishing new companies have an important role in economic growth. According to a kind of belief, entrepreneurship as a revolution is necessary for the societies. The importance of this revolution in current century is increasingly more than industrial revolution.