Marketing Monthly - May 2011

May 2011: Vol. 6, Issue 5

Marketing Monthly 2011 Texas A&M Advertising Competition Team

The Department of Marketing’s 2011 advertising team competed in mid-April, in Oklahoma City, at the district-level American Advertising Association advertising competition. In only its second year participating, the A&M team placed second runner-up in the highly competitive AAF 10th District. The team also won the Special Judges Award for the best 360-degree integrated campaign.

To develop the campaign, students from MKTG 489, taught by Dr. Lisa Troy in fall 2010, conducted secondary research into the target market,

industry, product, and competition as well as extensive primary research. Using the research from the fall class, students in Dr. Troy’s MKTG 447 class (spring 2011) developed objectives and strategy, created and implemented a fully integrated multi-media campaign including creative executions in traditional, digital, alternative, and social media, and developed and implemented a $100 million, one-year media plan and schedule for this year’s client sponsor, JCPenney.

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A&M Advertising Competition Team

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including a 2-year endorsement contract by Carrie Underwood, sponsorship and product placements in Project Runway and HGTV, in-store franchises, and new designer clothing lines.

Team Members: Vicky Alvarez, Brian Ambrose, Lauren Barre, Hannah Barrier, Macie Becker, Kelly Boyles, Cassidy Davis, Paige Dickerson, Christopher Flores, Stephanie Griffin, Cyndee Guerrero, Katie Hall, Gillian Harris, Heather Henry, Blake Hobson, Melissa Kibby, Briarley Kirk, Matt Knipe, Tyler Koeller, Roland Larino, Zhen Liu, Kristi Marshall, Rafik Massoud, Patrick Mauldin, Jenna Miller, Kelsye Mire, Derek Nido, Ashley Noack, Eric Nordt, Clara O’Brien, Matt Proctor, Derek Redlinski, Caleb Robinson, John Sargent, Chelsea Sauder, Keri Schneider, Nathan Schulman, Sophia Sissamis, Kelsey Smith, Savannah Smith, Brittney Stephenson, Rusty Sugg, Elisa Toscano and Julie Whiteside Faculty advisor: Dr. Lisa Troy _______________________ To market JCPenney to the 18 million 25-34 year old females in the US, the advertising team developed the slogan, “Color Your Life with JCPenney.” With a water-color design theme underlying all executions as well as alternative and guerilla tactics relating to the theme, the campaign was rated by both JCPenney and advertising agency judges as best for full integration.

In addition to the Color Your Life campaign, the advertising team suggested ways to improve JCPenney’s store layout and website, making them less cluttered, more consistent, and more navigable. The team further recommended new digital technologies such as a smart phone application, using promotional QR codes, incorporating fingerprint recognition technology for and easy access to the JCPenney rewards program.

They also suggested new JCPenney partnerships

Special Judges Award for the best 360-degree integrated campaign Continued next page

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A&M Advertising Competition Team Background of the competition. The American Advertising Federation (AAF) sponsors an annual event known as the National Student Advertising Competition (NSAC). First conducted in 1973, this is a national event with over 100 universities competing annually. Examples of local and peer institutions participating include University of Texas, Texas Christian University, University of Houston, Southern Methodist University, Texas State University-San Marcos, Florida State University, Penn State University, University of Virginia, University of Michigan, Michigan State University, and University of Alabama.

The competition itself involves a case study outlined by the current year’s corporate sponsor. Examples of previous sponsors include State Farm, Coca Cola, Toyota, AOL, Levi Strauss, Frito-Lay, Burger King, Chevrolet, and Kellogg’s. The cases are real-world, reflecting actual business practices and issues faced by the clients. Regional competitions are held in April, and the 10th district, in which Texas A&M competes, is one of the largest and most competitive.

AAF--Houston Scholarship Winners MS Marketing students Kristina Casey and Kristina Pontious were both awarded scholarships by the American Advertising Federation—Houston professional organization. This group had a record number of scholarship applications this year and both

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First place from each district travels to the national conference to compete with winners from the other 15 districts. Judges for the competition are industry professionals or executives from the client firm. The competition is governed by an academic committee within the American Advertising Federation to ensure that the highest academic and professional standards are maintained. See www.aaf.org/default.asp?id=115 for more information).

Kristinas ranked in the upper half of the scholarships awarded. The Department of Marketing will also receive a $500 grant for being one of the top three schools in terms of number of scholarship applicants. The grant will be used to assist marketing students in attending the AAF-Houston student conference and competition this fall.

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Congratulations, Kathy Smith!

Kathy and co-author, Paul Lin, have an article appearing in International Journal of Electronic Marketing and Retailing , Vol. 4, No. 1: 1-15, titled “Keeping Internet Marketing Up and Running: Potential Disasters and How to Plan for Them.”

Abstract: E-commerce is critical to a company’s overall marketing efforts. This article presents examples of some of the potential disasters that can threaten a company’s e-commerce website. In addition the article provides steps in disaster recovery planning (DRP). Whether a disaster is natural or manmade, an effective DRP will help prevent or minimize the effects of disasters on company e-commerce operations. A well-designed DRP can help companies avoid costly interruptions to business. *****

Dr. Kathy Smith… has an article forthcoming in the Journal of Strategic Marketing titled “Digital Strategies that Millennials Find Appealing, Motivating, or Just Annoying.”

Abstract: With the increasing usage of digital media by consumers, more companies are using digital marketing to reach their target markets. The purpose of this study is to examine various marketing strategies that are commonly used in digital media and ascertain which ones are preferred by Millennials and are effective in influencing behavior. Millennials have been identified as a driving force behind online shopping.

While there have been numerous studies about online advertising, there has been little academic research focused on what types of digital marketing strategies are preferred by Millennials and which ones influence their behavior. A survey of 571 Millennials indicated definite preferences for types of online advertising and website design.

Kathy also has an article forthcoming in Business Quest, entitled, "Consumer Perceptions Regarding E-Commerce and Related Risk.“ Abstract: This paper examines the value of ecommerce in today’s global economy while also identifying e-risk. The value of e-commerce includes its instrumental role in the global marketplace, the evolution of virtual businesses, and the unique opportunities it provides for linking marketers with consumers. Research on e-risk includes the investigation of cybercrime and the use of Web assurance services to combat security breaches. Consumer fears concerning online privacy and security risks can cripple the growth of e-commerce. A survey was conducted regarding ecommerce transactions and the impact of having Web assurance seals displayed on websites. Forty percent of the respondents had concerns about the security of a website. Nearly all of the respondents, 94 percent, felt that the presence of a Web assurance seal on a website was influential in their purchase decision making.

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Kathy Smith Dr. Kathy Smith who joined the Department of Marketing as Lecturer in August 2008, has accepted a position as Assistant Professor of Marketing at Murray State University. She will be starting in her new position in fall 2011. Kathy says that she will always be grateful to the late Dr. Jeff Conant who, while serving as Department Head, gave her the opportunity to restart her career after an unusually long sabbatical. Kathy has been making up for lost time by publishing her research in journals and focusing on her passion, teaching. Over the past three years, Kathy has taught consumer behavior, global marketing, marketing research, and strategic retailing (as well as advising students and editing the Marketing Monthly). Comments from her students attest to her devotion to excellence in teaching: One student writes: “This has been my favorite class so far. You are very passionate about this course and your love to teach comes across to your students. I’ve learned more in this class because you’ve made it fun and enjoyable! Thanks for a great semester!”

Another student writes: “I absolutely love this class! … This class is engaging, fun, and I enjoy coming to it every day. She [Kathy] is so excited about teaching and loves what she does.”

Kathy states that she will be sad to leave Aggieland. “I have absolutely loved teaching Aggies!” she notes, but is looking forward to her new opportunity in Kentucky. Her faculty colleagues and students at Texas A&M will miss her too, and wish her success in her new position at Murray State University.

Herb Thompson Birthday Bash (photos next page) Herbert G. Thompson was on the marketing faculty from 1951-1985. Former student Brandon Coleman ’78 hosted a surprise 90th birthday party for Dr. Thompson and invited all of his friends at Mays to drop by. Says Brandon, “Herb Thompson changed my life. People need to remember where they came from and when God blessed them with opportunities. I do not believe there is such a thing as a selfmade man, as I have never met a successful person who didn't have key people placed in their lives to help them at critical times. Herb Thompson played a pivotal role in my life as I graduated my senior year and made a decision as to which job offer to accept and why. He coached me to take the one that was paying

less than half of the one I wanted to take. He said it would get me where I wanted to go and that I would be running my own marketing firm within five years. I trusted his advice because I trusted him as a professor that cared about students. He knew me. He knew what would happen. I was blessed with a phenomenal career and over 600 clients later, I remember where I came from and who played a role in my future. I stayed in touch with Professor Thompson throughout my career and hired him on projects, took him places, and enjoyed his company. On the occasion of his 90th birthday, I could not pass up the opportunity to host 50 Aggies that wanted to thank a man, a professor, a mentor who changed their lives."

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Herbert G. Thompson 90th Birthday Party!

The big 90th birthday bash honoring Dr. Thompson, hosted by his student, Brandon Coleman Jr. ’78.

To see ALL the photos, go to: http://mays.bz/thompson90th

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One Day Advertising Competition

Judges and winners, left to right: Trey Velasco (Lopez Negrete), Rusty Sugg, Sterling Smith, Kelsey Smith, Claudia de Ugarte, Sneha Jithendran, Danielle Ruszczyk, Patrick Mauldin, Clinton Anderson, Macie Becker (Aggie Advertising Club president), Andy Rich (Wired Ranch Advertising)

One Day Advertising Competition The Aggie Advertising Club hosted a one-day advertising campaign competition on April 30. Upon arriving that morning, students were given the assignment of developing an integrated advertising campaign for the Texas A&M Student Learning Center in just 6 hours and were asked to implement that plan within the confines of a $1,000 budget. Andrew Rich, founder of Wired Ranch advertising in College Station and Trey Velasco, promotions director at Lopez Negrete in Houston judged the event. The first place team members included: Patrick Mauldin, Danielle Ruszczyk, Kelsey Smith, and Rusty Sugg. Second

place winners were: Clinton Anderson, Sneha Jithendran, Sterling Smith, and Claudia De Ugarte.

Macie Becker, Aggie Advertising Club president and coordinator for the competition says, “This competition gives students a chance to get a small taste of advertising in the real world. Along with the experience, they are given the chance to network with their fellow Aggies and professionals, receiving valuable feedback on both their campaign and their presentation.

Overall, it's a great learning experience that gives students a chance to see if advertising is a passion of theirs.�

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Congratulations!

Dr. Sanjay Jain’s single-authored paper “Marketing of Vice Goods: A Strategic Analysis of the Package Size Decision” has been accepted for publication in Marketing Science.

Abstract: Consumers often are unable to resist the temptation of over-consuming certain products such as cookies, crackers, soft drinks, alcohol etc. In order to control their consumption, some consumers buy small packages or abstain from purchasing the product altogether. Other consumers, however still purchase large packages and over-consume.

From a strategic perspective, firms have the option of introducing small packages or only offering large packages. We use the literature on hyperbolic discounting to model consumers' self control problems and examine conditions under which firms will offer small packages in order to help consumers combat their self-control problem, and how this in turn impacts prices, profits, consumer and social welfare. Our results show that introducing small packages can increase firms' profits only when a small fraction of consumers have over-consumption problems or when small packages can bring in new customers. Additionally, we find that competition can sometimes reduce the incentives for firms to introduce small packages. This is particularly true when a large fraction of consumers are attracted to small packages. We also find that firms' profits can sometimes decrease if they produce healthier alternatives of their goods. Our analysis of consumer welfare reveals that small packages enhance consumer and social welfare, even though they sometimes increase consumption of vice goods. * * * * * Sanjay’s paper co-authored with Wilfred Amaldoss, “David vs. Goliath: An Analysis of Asymmetric Mixed Strategy Games and Experimental Evidence,” Management Science,

August 2002, 972-991 has been selected as a finalist for the INFORMS Society for Marketing Science Long Term Impact Award. The INFORMS Society for Marketing Science Long Term Impact Award (LTI Award) is given annually to a marketing paper published in Marketing Science, Management Science, or another INFORMS journal, that is viewed to have made a significant long run impact on the field of Marketing. * * * * * Dr. Janet Parish’s article entitled “Consumer relationship proneness: A reexamination and extension across service exchanges” published in Journal of Services Marketing has been chosen as an Outstanding Paper Award Winner at the Literati Network Awards for Excellence 2011.

Every year Emerald invites each journal’s Editorial Team to nominate what they believe has been that title’s Outstanding Paper and up to three Highly Commended Papers from the previous 12 months. The award winning papers are chosen following consultation amongst the journal’s Editorial Team. Further information regarding the Awards for Excellence can be found at: www.emeraldinsight.com/literati

Advisors’ Corner Leslie has been busy with pre-registration during the month of April and has advised approximately 130 students on scheduling and curriculum issues. She also presented a lecture on “Emotional Branding” to German students who participated in the American Spring Academy. The American Spring Academy is an exchange program between Texas A&M University and the University of Applied Sciences of the Saarland (HTW), Germany.

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Congratulations, Maryum and Heather!

A party was held on April 26, to celebrate the graduation of our student workers— Maryum Navqi and Heather Henry. Below they tell of their post-grad plans.

Maryum: Once I graduate I will be taking a year off from pursuing professional/graduate school to save the world! I plan on working for a microbiology lab in the Medical Center for Houston. I'm excited for the experience and to be part of something that works for the betterment of society. Along with research, I'm looking into substitute teaching to see if teaching is something that I enjoy and am good at. I'm also hoping to continue to volunteer with an organization that I have worked with before, Healthcare for the Homeless Houston. This organization helps the homeless get their life on track, get healthier, and aids them in finding jobs. Along with all these amazing things, I'm getting married! I will be marrying my best friend in the coming months and can't wait to start a new life with him! I'll be sure to send some photos. :) Thank you to everyone--I had an AMAZING experience here and I hope to stay in touch.

Heather: I will be working at McGarrah Jessee, an Advertising Agency in Austin. Their clients are Central Market, Costa Sunglasses, Shiner Bock, and Whataburger. I will be working on the Whataburger account doing all in-store and traditional advertising. I am also really looking forward to getting an orange Maine Coon kitten, who I have already named Mufassa :)

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Dr. Len Berry likes to take a picture of each of his MKTG 673 Services Marketing classes at the end of the semester. After taking the serious class photo with his Master of Science students, Len wanted to take a more casual “funny” photo. One of the students suggested they take a shot with them all holding the books they have been reading for the course --this picture is the result.

Dr. Len Berry served on The Center for Health Design's Board of Directors for the last eight years where he led the charge to create a governance infrastructure for the fledgling organization. As his term came to an end, Board Chair, Rosalyn Cama, wrote an article, “Bidding Colleagues Adieu,” thanking Len for his service in a recent issue of healthcaredesignmagazine.com. * * * * * Venky Shankar’s paper (co-authored with Gary Lilien and John Roberts) entitled “Effective marketing science applications: Insights from ISMA—MSI practice prize finalist papers and projects“ was accepted for publication as an MSI Working Paper.

Venkatesh Shankar, as quoted in: Austin American-Statesman, “Affiliate marketers may be collateral damage in Amazon's Texas sales tax fight,” April 23, 2011: “"Affiliate marketers are basically ghost entities. They don't have a physical plant or presence; they are just on the Internet virtually.

A consumer clicks on his or her PC and gets directed to a bunch of servers that could be located God knows where…“ V.S. The Bulletin, “QR Codes: Smartphones and QR codes can lead to useful information,” March 19, 2011: “…as 2-D codes become more common, people may have to manage them in their smartphones just as they now do e-mail in an inbox.“ V.S.

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MKTG 345 Career Panel Dr. Paul Busch hosted the 7th annual Careers in Advertising/Public Relations Panel in his MKTG 345 Promotions classes, where students discuss ideas with executives of the marketing world in a close setting. The students appreciate the chance to talk to marketing professionals--they seek career advice, council, and networking opportunities— something they don’t get a chance to do much on their own.

The panel consisted of Mike Albrecht ‘82, Chief Development Officer for Love Advertising, Patrick Kiker ‘91, Digital Account Director for The Integer Group, Tara Allison and Craig Atkinson ‘01, Brand Management for The Richards Group, Erica Martinez ‘01, HR Director for Slingshot LLC., Tessa Wright ‘03, Front End Developer for Slingshot LLC., and Travis Hopper ‘00, Partner & Brand Strategist for O&H Brand Design.

A luncheon was held for the panelists as well as any students who wanted one-on-one time with the pros. Thirty-five students took advantage of the opportunity.

The students wrote reflections on the panel discussion. Some students conveyed appreciation for learning how important it is to set oneself apart from other applicants in the interviewing process.

Craig Atkinson, Travis Hopper, and Patrick Kiker

Students introduced each of the panel members.

They enjoyed hearing stories from the panelists about being persistent.

“I enjoyed the candid stories about the creative ways the panelists got their positions. The advice about being persistent was helpful especially since most of us are currently applying for jobs.” -Heather Robinson

Tessa Wright Continued next page

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MKTG 345 Career Panel

Mike Albrecht and Tara Allison enjoy the discussion.

Other students appreciated the value of understanding that while having an internship is important, it’s not required. Most students were under the impression that it is necessary to have a marketing internship on your resume.

“I must say, as a student struggling currently to obtain a marketing internship, it was very reassuring to hear Mr. Patrick Kiker of the Integer Group share that he did not have an internship himself but still became very successful in the field.” --Savannah Pratka The most important theme across all sections

Patrick Kiker shows the portfolio he used to secure his first jobs.

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Patrick Kiker looks on as Erica Martinez shares a story.

was the emphasis on good old fashioned hard work. Students recognized that in order to be successful, it is imperative they give it their all, especially in a competitive field such as marketing.

Students were also inspired to learn that it gets easier if they love what they do.

“The most important advice I learned is you have to be willing to work hard and be open to learning from all opportunities presented in front of you. You have to fight for what you want and believe, be communicative and work in your social network.” --Ester Ruiz

Tara Allison and Travis Hopper chat with student Nathan Schulman after class.

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Center for Retailing Studies M.B. Zale Visionary Merchant Lecture Series Connecting with shoppers different, yet the same strong leadership team. He is credited with having successfully changed many of the ways Walmart serves its customers in the United States and with positioning the company well for the future.

Aggieland made an imprint on Castro-Wright, he says. "The years I spent here at Texas A&M have made me the person that you see in front of you today," he told a crowd gathered in Ray Auditorium in early April.

The occasion for the gathering was the 2011 Visionary Merchant Award given to Castro-Wright. He delivered Donald Zale and Eduardo Castro-Wright at the M.B.Zale Visionary Merchant Lecture the annual M.B. Zale Visionary Merchant Lecture, titled Though he is a newcomer to social media, an “The Future of Retailing.” executive for retailing giant Walmart has a leading Walmart’s customers are increasingly role in setting social media marketing trends. accessing merchandise online; more than 10 Eduardo Castro-Wright ‘75’s lack of experience in percent of last year’s contacts (about 1.2 billion of that arena is no hindrance, he says, because the more than 10 billion) were made online, Castrobasic philosophies of doing business still apply: Wright explained.

“The fundamentals of retailing and what the The Internet and social media have changed customers want, that’s not changing.” advertising, making it more transparent and Castro-Wright, vice chairman of Walmart competitive through more personal avenues, he Stores, was appointed the company’s president said. "It is changing the way we as advertisers and CEO of Global ecommerce and Global Sourcing think about how we actually capture the attention in June 2010. As such, he leads Walmart’s global of customers," Castro-Wright said. "The 30-second e-commerce and multi-channel retailing business, commercial is being replaced by the 30-second and oversees the company’s global sourcing upload, or 30-second recommendation, or 30group. second comment.”

Castro-Wright was previously president and The M.B. Zale Lecture Series was established CEO of Walmart U.S., where he led the in 1998 to honor Zale’s achievements in transformation of stores, improvements in the merchandising by recognizing the best in today’s customer experience, and the development of a practicing retailers.

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News & Updates Sponsor Forum Prior to the Zale Lecture Series, the Center for Retailing Studies held its CRS Sponsor Forum, which featured several Mays faculty members speaking to the numerous companies that partner with the center. The seminar’s goal was to thank its sponsors by connecting them with the real-world research being done at Mays Business School.

Leonard Berry, distinguished professor of marketing and founder of the Center for Retailing Studies, spoke on “Investing in Employee Health in the Workplace.” Berry and a colleague studied 10 companies known for comprehensive workplace wellness programs. That research indicated offering health benefits in-house or making them easily accessible, boosted the companies’ bottom lines and improved employees’ health and morale.

Whether retailers like it or not, they are in the health care business. Because of their influence as employers on their employees’ lives, they have great opportunity – even responsibility – to encourage healthy lifestyle behaviors.

Allan Chen, associate professor of marketing, spoke on “Price Point and Price Rigidity.” Following months of study on subtle changes to pricing strategy, Chen concluded customers prefer bonus packs over price discounts, such as 50% more free over 30% off the price. This behavior diminished when the offer of magnitude was smaller, or the promotion offer can easily be converted. He joked, “most American customers aren’t good at math.”

Discounting strategies should be easy to comprehend.

In most cases, people are an organization’s greatest asset. The loss of productivity, historical knowledge, and contacts when employees depart costs millions annually. Abbie Shipp, assistant professor of management, addressed “Boomerang Employees: Letting Them Go & Getting Them Back” as an additional recruitment strategy that maintains connections with employees after they resign. Her hypothesis is that sometimes people need to leave to know the grass is not necessarily greener on the

other side. Life changes, such as pursuing advanced degrees or starting a family, have nothing to do with an employee’s break in connectivity with the company. By maintaining relationships with former employees, they can be attracted back to the organization at significantly less on- boarding expenses than new hires.

Dr. Len Berry speaks on “Investing in Employee Health”

The forum’s educational sessions concluded with a dinner at Madden’s in downtown Bryan.

Michael Wesson, associate professor of management, addressed “Leadership: Where we’ve been and where we’re going.” He says to survive, organizational leadership cannot ignore demographic trends. Baby boomers are exiting the workplace. Succession planning is required.

However, developing millenials into future leaders requires different behavior from today’s CEOs. The youngest generation needs regular, positive feedback. They must understand why their work is important and the company’s values. Leaders must also appreciate that this generation absorbs information on their own via unlimited technology channels. Previous generations had to build relationships and connect up to gain information.

It’s a new ballgame. But, with 25% of the workforce under age 30, current leaders need to adapt to the style and generational values of younger workers.

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Executive Professors culture…” (Where have we heard that before?)

Glenda Bessler attended Mr. Judge’s presentation and immediately researched and discovered that the only Seasons 52 in Texas is in Plano. She promptly made a reservation for her family who had already planned a trip to Dallas the following weekend—they went, they ate, they liked it and they all got dessert!

Rich White Unit Director, H-E-B

Stephen Judge and Len Berry

Stephen K. Judge President, Seasons 52 Restaurant Liverpool soccer player turned chef, Stephen K. Judge, President of Seasons 52, guest lectured in Dr. Len Berry’s MKTG 673 classes on April 25.

Seasons 52 is a restaurant concept that is part of Darden Restaurants, Inc. Their brand promise is “A fresh dining experience that celebrates living well.” Mr. Judge talked about their target market (25-54 year old women, high education & income, savvy socializers), which they have captured “perfectly bang-on.”

He discussed the psychology of their menu.

Everything on their menu is 475 calories or less— which allows people to think, “Well, it’s only 475 calories or less…” and order more items. Industrywide dessert preference (likelihood to order) is in the single digits. At Seasons 52, where their beautifully presented little desserts (less than 475 calories…) are served right off the dessert tray, the dessert preference is 80%!

Regarding other restaurants copying their signature menu items, Mr. Judge’s comment was, “they can copy our menu, but not our service

Have you had the chance to try an H-E-B “Texas Showdown”? The students of Dr. Zimmer’s Retail Concepts and Policies class received that opportunity when Rich White visited campus on April 25. Rich brought both national brands and H-E-B Own Brand items for students to taste. Each student received a score card and was able to judge each item on its flavor and choose which they preferred. Some of the brands included Doritos Nacho Cheese chips vs. H-E-B Nacho Cheese Chips, Saltine crackers vs. H-E-B Crackers, and Fritos Corn Chips vs. H-E-B Corn Chips.

Students found that the H-E-B brand performed better than or equal to the national brands in the comparisons.

H-E-B utilizes the “Texas Showdown” in their weekly ads to make consumers more aware of their private label brand. By offering their Own Brand free with the purchase of the national brand, they are building their consumer base.

Rich emphasized that by producing their own products they can more closely control their costs and pass those savings onto their customers, thus adding value for the customer. He also provided a cost analysis which showed that private labels are more profitable for H-E-B. The students loved participating in the Texas Showdown and volunteered to come back when Rich returns to campus.

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Executive Professors (cont.)

The Buckle’s Sales Associate, Monique Moody ‘10 and Store Manager, Courtney McGargill

Courtney McGargill and Monique Moody ’10 provided a very non-traditional presentation to Ying Zhu’s Consumer Behavior Class on April 28. Starting off the class with how they both arrived at The Buckle and some background on the history of the company, they then proceeded to quiz the audience

--posing questions about Buckle and if any of the students had recently shopped at the local store.

Asking about their shopping experience and their personal attitudes towards the brands that Buckle carries. Since the students fall within Buckle’s target market, Courtney and Monique made the connection as to why certain customers shop at their store and clarified some misconceptions that can be made about some brands. This gave the students a well-rounded view as to the marketing challenges that retailers like Buckle are facing concerning the consumer trends.

Everything Courtney and Monique wore to class was from Buckle which emphasized one of Buckle’s sales tactics. This is an easy way for Buckle to market to their consumers by constantly having their associates wearing their brands. The Buckle’s business formula of G + T + M = Success was also shared with the class. Explaining “G” stands for Guest; “T” stands for Teammate and “M” stands for Merchandize.

When quizzed on their exam regarding The Buckle’s business formula and presentation, 85% of students retrieved correct information, indicating that Courtney and Monique gave a very effective presentation.

Announcements Welcome New Sponsors: Lowe’s The Home Depot Redcats USA The Container Store Maritz Research

Reminder – Retailing Summit Please RSVP to Lindsay Slaydon (lslaydon@mays.tamu.edu ) if you plan to attend the Retailing Summit, October 6-7 at The Ritz-Carlton, Dallas. Call (214) 922-0200 to make your hotel reservation and reference “A&M Retailing Summit” to secure the $199 hotel rate.

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Our Amazing Aggies—Swim Team Captains

Alyssa Conner and athletic academic advisor, Chris Barttelbort, showing off her NCAA Elite 88 Academic Recognition Award

Maria Sommer

Two of our very own Marketing majors are outstanding members of the Texas A&M Women’s Swimming & Diving team, which just recorded their fifth-straight Top 10 NCAA finish this past March. The team has also won three Big 12 Championships in the past five years.

Maria Sommer is a senior from Brenham, TX who served as a team captain this past season. Sommer went from a walk-on to an All-American her freshman year and has made it to the NCAA Championships all four years. She swims sprint freestyle and is ranked 2nd in A&M History in the 50-yard freestyle, and 4th in the 100-yard freestyle. Sommer also holds school records in the 200yard freestyle relay and 200-yard medley relay.

Alyssa Conner is a junior from Granite Bay, CA who was recently voted as a team captain for next season. She received the NCAA Elite 88 Academic Recognition Award at this year’s NCAA Championships held in March. The Elite 88 is presented to the student-athlete with the highest cumulative grade-point average participating at the finals site for each of the NCAA's 88 championships. Conner received the award with a perfect 4.0 which she has maintained over her three years as a student-athlete.

Conner ranks among A&M's top 10 all-time performers in the 500 free, the 1,000 free, the 1,650 free and the 400 IM.

Maria psyches herself up before a race.

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On a Personal Note…

Kathy Smith is enjoying her namesake

granddaughter, Katherine, and is looking forward to the arrival of a second granddaughter in June.

***** Kathy was a guest coach at the Aggie Women’s Basketball last home game. She and her husband greatly enjoyed hearing Coach Blair’s pre-game pep talk and sitting court-side watching our (now NCAA Champion) Ags win the game.

Ethan Robinson, seven-year-old son of Spring, recently was the first pick as catcher for his Little League team. Says Spring, “I am so very proud of my little man! He was the only one that was able to catch the ball and not cry when the 60 MPH machine-pitched balls hit his glove. He does a great job.”

Way to go, Ethan!

Big news from Garry Smith…

First, grandchild number two is on the way!! …and in second place, Joyce and Garry are moving back to TEXAS this summer. He has accepted a position at Tarleton State in Stephenville. He will live in Granbury and be 60 minutes from his grandchildren and less than 90 minutes from his oldest daughter, brother, nephew and family, sister-in-law, etc. The Smiths are thrilled!

We want to include your news items in the next issue. Please submit them to Laurie Marshall at lmarshall@mays.tamu.edu,

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