E-Book, Englisch, 386 Seiten, eBook
Reihe: Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Bellur Marketing Horizons: A 1980's Perspective
1. Auflage 2014
ISBN: 978-3-319-10966-4
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark
Proceedings of the 1980 Academy of Marketing Science (AMS) Annual Conference
E-Book, Englisch, 386 Seiten, eBook
Reihe: Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN: 978-3-319-10966-4
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.This volume includes the full proceedings from the 1980 Academy of Marketing Science (AMS) Annual Conference held in Dallas, Texas, entitled Marketing Horizons: A 1980's Perspective.
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Weitere Infos & Material
1;SPECIAL ACKNOWLEDGMENTS;7
2;FOREWORD;9
3;PREFACE;11
4;TABLE OF CONTENTS;13
5;A LONGITUDINAL ANALYSIS OF NEW CAR PURCHASE PATTERNS AND INTENTIONS (1977-1979) AS AFFECTED BY DIFFERING DEGREES OF ENERGY UNCERTAINITY;19
5.1;Abstract;19
5.2;Introduction & Methodology;19
5.3;Results;19
5.4;Looking Ahead From This Study;22
6;DEMOGRAPHIC SEGMENTATION OF THE NEW AUTOMOBILE MARKET: A REAPPRAISAL;23
6.1;Abstract;23
6.2;Introduction;23
6.3;Research Design;23
6.4;Results;23
6.5;Conclusions;26
6.6;References;26
7;AUTOMOBILE CURTAILMENT: INTERACTION WITH PSYCHOLOGICAL VARIABLES/CONSEQUENCES/STRATEGIES;28
7.1;Abstract;28
7.2;Introduction;28
7.3;Transport and Non-Transport Related Psychological Variables;28
7.4;Why Psychological Variables Are Important?;28
7.5;Findings;28
7.5.1;Non-Transport Related Variables;29
7.6;Psychological Consequences Of Auto Curtailment;29
7.6.1;Curtail Auto Use But Not Ownership;29
7.6.2;Curtail Both Auto Use and Ownership;29
7.7;Psychological Strategies To Make Auto Curtailment Acceptable;30
7.7.1;Strategies for Transport Related Variables;30
7.7.2;Strategies for Non-Transport Related Variables;30
7.8;Conclusions;31
7.9;References;31
8;THE IMPACT OF CHANGING MARKET CONDITIONS ON CONSUMER PERCEPTIONS OF THE AUTOMOBILE AS A STATUS SYMBOL;32
8.1;Abstract;32
8.2;Introduction;32
8.3;Research Objectives;32
8.4;Hypotheses;32
8.5;Methodology;33
8.6;Data Findings;33
8.7;Conclusions;34
8.8;References;34
9;THE AUTO WARRANTY SERVICE SHORTFALL;37
9.1;Abstract;37
9.2;The Auto Warranty Service Shortfall Background;37
9.3;Methodology;38
9.4;Results;38
9.5;Conclusions and Recommendations;38
9.6;References;39
10;VARIETY DRIVE IN CONSUMER BEHAVIOR: EMPIRICAL VERiFICATION AS A PURCHASE BEHAVIOR MOTIVATOR WITHIN SOME PRODUCT CATEGORIES;40
10.1;Abstract;40
10.2;Introduction;40
10.2.1;Complexity Theories;40
10.2.2;Empirical Support;40
10.2.3;Brand Loyalty;40
10.2.4;Psychological Definitions;40
10.2.5;Consumer Behavior Manifestations;40
10.3;VARIETY DRIVE LEVEL IDENTIFICATION;41
10.3.1;Sensation Seeking Scale;41
10.4;EMPIRICAL TEST;41
10.4.1;Product Sampling;41
10.4.2;Consumer Sampling;41
10.4.3;Operational Definitions;42
10.4.4;Hypotheses;42
10.5;IMPLICATIONS;44
10.6;References;44
11;BEHAVIORAL INTENTIONS AS AN INTERVENING VARIABLE IN HOUSING DECISIONS: A LONGITUDINAL STUDY;46
11.1;Abstract;46
11.2;Introduction;46
11.3;The Model;46
11.4;Study Area;47
11.5;Data;47
11.5.1;Data Collection;47
11.5.2;Variables;47
11.6;Analysis and Findings;48
11.6.1;Intentions as an Intervening Variable;48
11.7;Conclusions;49
11.8;References;49
12;CONSUMER DECISION ALLOCATION OF SPOUSES IN DUAL CAREER FAMILIES: A DESCRIPTIVE STUDY;51
12.1;Abstract;51
12.2;Introduction;51
12.3;Methodology;51
12.4;Findings;52
12.5;References;53
13;RESEARCHING CONSUMER DECISIONS MAKING WITH INFORMATION DISPLAY BOARDS;55
13.1;Abstract;55
13.2;Introduction;55
13.2.1;Using the Information Display Board (IDB);55
13.2.2;Validity of the IDB;56
13.2.3;An Application to Gift Selection;56
13.3;Hypothesis;57
13.4;Method;57
13.5;Data Collection Procedure;57
13.6;Results;57
13.7;Methodological Considerations;59
13.8;Discussion;59
13.9;References;59
14;AN INFORMATION INTEGRATION INVESTIGATION OF COGNITIVE STRUCTURE MODELS;61
14.1;Abstract;61
14.2;Introduction;61
14.3;Methodology;61
14.3.1;Subjects;62
14.3.2;Procedure;62
14.4;Results;62
14.5;Discussion;63
14.6;References;63
15;NARAYANA-MARKIN CONSUMER BEHAVIOR AND PRODUCT PERFORMANCE MODEL: A NEW DIMENSION;65
15.1;Abstract;65
15.2;Introduction;65
15.3;Methodology;65
15.4;Results and Analysis;65
15.5;Conclusions and Implications;67
15.6;Footnotes;67
16;A THEORY OF ACQUISITION MOTIVATION AND A PILOT INVESTIGATION;68
16.1;Abstract;68
16.2;Introduction;68
16.3;A Theory of Acquisition Motivation;68
16.3.1;Approach-Avoidance Formulation;68
16.3.2;Intrinsic and Extrinsic Motivation;68
16.3.3;Intrinsic Tendency to Acquire an Object;69
16.3.4;Intrinsic Tendency not to Acquire an Object;69
16.3.5;Resultant Intrinsic Tendency to Acquire an Object;69
16.3.6;A third assumption;69
16.3.7;Implications Derived From the Theory;69
16.4;A Pilot Investigation;70
16.4.1;Scale Development;70
16.4.2;Data;70
16.4.3;Prediction;70
16.4.4;Analysis and Results;71
16.5;Discussion;71
16.6;Implications for Marketing Strategy;71
16.7;Appendix;72
16.8;References;72
17;CONSUMER DECISION MAKING: A MODEL OF PURPOSIVE BEHAVIOR;73
17.1;Abstract;73
17.2;Models and Risk: Foundations for Development;73
17.3;Man: The Internal Self;73
17.4;Man: The Social Animal;74
17.5;Man: The Socio-Cultural Being;75
17.6;Prospect: The Rocky Road to a General Model;75
17.7;Conclusion;76
17.8;Appendix;76
17.9;References;77
18;OPINION LEADERS: ARE THEY REALLY.ll1PORTANT AS INNOVATION BUYERS?;78
18.1;Abstract;78
18.2;Introduction;78
18.3;Research Design;78
18.4;Research Results;79
18.5;Conclusion;79
18.6;References;79
19;EMPATHY: IS IT THE MISSING INDEPENDENT DISPOSITIONAL VARIABLE IN THE STUDY OF INNOVATIVE BEHAVIOR?;82
19.1;Abstract;82
19.2;Introduction;82
19.3;Social Acuity or Empathic Skills Defined;82
19.4;Research Described;82
19.5;Conclusions;83
19.6;References;83
20;BUYER-SELLER SIMILARITY MEASURES AS CORRELATES OF SALES SUCCESS IN INDUSTRIAL SELLING;86
20.1;Abstract;86
20.2;Introduction;86
20.3;Purposes of the Study;86
20.4;Background Literature;86
20.4.1;Salesman-Trait Theory Approach;86
20.4.2;Interaction Theory-Dyadic Slmilarity;87
20.4.3;As Webster (1968) also commented;87
20.5;Study;87
20.6;Methodology;88
20.6.1;Selection of Product;88
20.6.2;Method of Data Collection;88
20.6.3;Dependent Variable;88
20.6.4;Independent Variables;88
20.6.5;Method of Analysis;88
20.7;Results;88
20.8;Summary and Conclusions;89
20.9;References;89
21;AN EMPIRICAL ANALYSIS OF THE RELATIONSHIP BETWEEN SALES SUPERVISORY BEHAVIOR AND SALESFORCE JOB SATISFACTION;91
21.1;Abstract;91
21.2;Introduction;91
21.3;The Research Model;91
21.3.1;Consideration and Initiation of Structure;91
21.3.2;Communication;92
21.4;Methodology;92
21.4.1;Data;92
21.4.2;The Measurement;92
21.5;Results;92
21.6;Conclusions;94
21.7;References;94
22;THE PROS AND CONS OF MANUFACTURERS' REPS AS A CHANNEL OF DISTRIBUTION FOR SMALL INDUSTRIAL COMPANIES;96
22.1;Abstract;96
22.2;Introduction;96
22.3;Results;96
22.4;Relative Channel Activity;96
22.5;How Companies View Reps;97
22.6;Why Not More Use of Reps;97
22.7;Concluding Observations;97
23;INNOVATIONS AND INDUSTRIAL MARKETING STRATEGY;99
23.1;Abstract;99
23.2;Introduction;99
23.2.1;Innovation;99
23.2.2;Types of Innovation;100
23.2.3;Usage Gap;100
23.2.4;Components of the Usage Gap;101
23.2.5;Consumer-Industrial Dichotomy;101
23.3;Conclusion;101
23.4;References;101
24;THE LIFE CYCLE OF SUPPLEMENTARY SERVICES IN RETAILING: IMPLICATIONS FOR MANAGEMENT;103
24.1;Abstract;103
24.2;Introduction;103
24.3;The Life Cycle of a Supplementary Service;103
24.3.1;Stage 1 - Identification of a Service;103
24.3.2;Stage 2- Introduction of the Service;104
24.3.3;Stage 3 - Response of Competition;104
24.3.4;Stage 4 - Stalemate Among Competitors;104
24.3.5;Stage 5 - Institutionalization of the Service;104
24.3.6;Stage 6 - Removal of a Service;105
24.4;Implications of the Cycle;105
24.5;Conclusion;106
24.6;References;106
25;CURRENT DIMENSIONS IN SALES FORECASTING;107
25.1;Which Firms Forecast?;107
25.2;At What Organization Level Does Responsibility Lie?;107
25.3;What Time Periods Are Applied?;108
25.4;How Frequently Are Forecasts Revised?;109
25.5;What Is The Perceived Accuracy?;109
25.6;Concluding Comments;109
25.7;References;110
26;A CROSS-NATIONAL CO}WARISON OF THE APPLICABILITY OF STANDARDIZED INTERNATIONAL ADVERTISING;111
26.1;Abstract;111
26.2;Introduction;111
26.3;Backgropnd;111
26.3.1;Arguments for Individualization;111
26.3.2;Arguments for Standardization;111
26.3.3;A Compromise: A Moderate View;111
26.4;Research Design;111
26.4.1;Hypothesis;112
26.4.2;Advertising Medium Used;112
26.4.3;Products Investigated;112
26.4.4;Ads and Criteria Used in Ad Selection;112
26.5;Methodology;112
26.5.1;Samples;112
26.5.2;Rationale;113
26.5.3;Measurement and Measurement Instrument;113
26.5.4;Data Analysis and Statistical Methods;113
26.6;Findings;113
26.6.1;Results of Discriminant Analyses;113
26.6.2;How Respondents View tha Ada;113
26.7;Discussion;114
26.7.1;Implications for Future Research;115
26.8;Postscript: A Comment;115
26.9;References;115
27;INDIAN RETAILERS: MEDIA USED AND MEDIUM PERCEIVED AS THE BEST FOR PROMOTION;117
27.1;Abstract;117
27.2;Introduction;117
27.3;Problem Statement and Objectives;117
27.4;Research Procedure;118
27.5;Findings;118
27.5.1;Whether or Not Media Were Used for Advertising;118
27.5.2;Media Used;119
27.5.3;Best Medium for Advertising;119
27.6;Summary and Conclusions;119
28;CONSUMER SHOPPING riME IN POLAND: SOME INSIGHTS FROM CONTEMPORARY POLISH RESEARCH;122
28.1;Abstract;122
28.2;Introduction;122
28.3;Shopping Queues;122
28.4;Search Time;123
28.5;Some Implications;124
28.6;Some Correlates of Extended Shopping Time;125
28.6.1;Real Shortages of Goods ~ A General Condition;125
28.6.2;Inefficiencies in the Distribution System;125
28.6.3;Consumers' Shopping Patterns;125
28.7;Conclusions;126
28.8;References;126
29;BLACK VS. WHITE PURCHASING POWER: THE SOUTH AFRICAN MARKET;127
29.1;Abstract;127
29.2;Introduction;127
29.3;Objectives;127
29.4;Method;127
29.5;Issues;128
29.5.1;personal Income and Purchasing Power;128
29.5.2;Standards of Living;129
29.5.3;Expenditure Patterns;130
29.5.4;Retail Support;130
29.5.5;Growth;130
29.6;Conclusions;131
29.7;References;131
30;THE IMPACT OF MARKET COMPETITION ON ORGANIZATION STRUCTURE AND EFFECTIVENESS: A CROSS-CULTURAl STUDY;133
30.1;Abstract;133
30.2;Introduction;133
30.3;Purpose and Method of This Study;133
30.3.1;Sample;133
30.3.2;Independent Variable;133
30.3.3;Mediating Variable;133
30.3.4;Dependent Variable;134
30.4;Analysis of Results;134
30.5;Summary and Implications;135
30.6;References;136
31;TRADE BETWEEN FINLAND AND THE UNION OF SOVIET SOCIALIST REPUBLICS;137
31.1;Abstract;137
31.2;Introduction;137
31.3;Agreements;137
31.3.1;Trade Agreements;138
31.4;Payment Procedure;138
31.5;Exports From Finland to the U.S.S.R;138
31.5.1;Export Trends;138
31.6;Imports from the U.S.S.R. to Finland;139
31.6.1;Import Trends;139
31.7;Trade Problems;139
31.8;Summary and Conclusion;140
31.9;References;140
32;MODIFIED P.S.I.: A SOLUTION TO THE VAST CLASS;141
32.1;Abstract;141
32.2;Introduction;141
32.3;Problems With Vast Classes;141
32.4;P.S.I;141
32.5;Text and Study Guide Selection:Modified P.S.I;142
32.6;Course Content;142
32.7;Lectures;142
32.8;Tutorials;142
32.9;Course Outline;143
32.10;unit Test Creation;143
32.11;Unit Test Administration;144
32.12;Unit Test Feedback;144
32.13;Marking Scheme;145
32.14;Conclusion;145
32.15;References;145
33;MULTI-MEDIA MARKETING: AN EXTENSION;146
33.1;Abstract;146
33.2;Introduction;146
33.3;Background;146
33.4;The Extended Multi-Media Course;146
33.5;Some Foundations;147
33.6;Possible Benefits;147
33.7;References;147
34;DESIGNING A UNIQUE EDUCATIONAL PROGRAM TO MEET THE NEEDS OF THE CUSTOMER - A CASE HISTORY;149
34.1;Abstract;149
34.2;Introduction;149
34.3;The Original Idea;149
34.4;Modification by UB;150
34.5;Specific Program Design;150
34.6;Summary;151
34.7;Institutional Benefits;151
34.8;Results;151
34.9;Conclusion;152
35;MARKETING STRATEGY IN THE 1980's: MAJOR CHANGES AHEAD FOR MARKETERS;153
35.1;Abstract;153
35.2;Changes in the Marketplace;153
35.2.1;Permanent Inflation;153
35.2.2;Increased Consumer Diversity;153
35.2.3;Product Shortages;153
35.2.4;Demographic Changes;153
35.2.5;Changing Automobile Usage;153
35.3;Changes in the Environment;153
35.3.1;Growing Governmental Influence;153
35.3.2;Growing Impact of Interest Groups;153
35.3.3;Resource Shortages;153
35.3.4;Greater Societal Expectations for Business;154
35.3.5;Technological Changes;154
35.4;Changes in Marketing Management;154
35.4.1;A Growing Macro Orientation;154
35.4.2;Market Fragmentation;154
35.4.3;Less Reliance on Growth;154
35.4.4;More cautious Marketing Strategy;155
35.5;Conclusion;155
35.6;References;155
36;BUDGET THE PLANNED HARKETING STRATEGY;156
36.1;Abstract;156
36.2;Introduction;156
36.3;Strategy Formation and the Marketing Program Budget;156
36.4;Introduction to Program Budget Procedure;157
36.5;Program Budget Procedure;157
36.6;Budgeting the Marketing Program;158
36.7;Summary - Advantages and Disadvantages;159
36.8;References;160
37;PREDISPOSITIONS TOWARD UPC SCANNING AND INDIVIDUAL PRODUCT PRICE REMOVAL;161
37.1;Abstract;161
37.1.1;Grocery Industry's Defense;161
37.1.2;Purpose of the Study;162
37.1.3;Research Design;162
37.2;Results;162
37.2.1;Predispositions Toward Scanner Attributes;162
37.3;Predispositions Toward Price Removal;163
37.4;Choice of Store;164
37.5;Other Predispositions;164
37.6;Conclusions;164
37.7;References;165
38;COMMUNITY MENTAL HEALTH CENTERS: A MARKETING CHALLENGE;166
38.1;Abstract;166
38.2;Introduction;166
38.3;The Four P's of Marketing as Applied to CMHC's;166
38.3.1;Place;167
38.3.2;Price;167
38.3.3;Promotion;167
38.3.4;Package;167
38.4;Strategy Recommendations;167
38.5;Expected Results;168
38.6;References;168
39;EXAMINING AND ASSESSING THE CHANGING ROLE OF MARKETING RESEARCH IN NEW PRODUCT PLANNING;170
39.1;Abstract;170
39.2;Introduction;170
39.3;Market Analysis;170
39.4;Decision Tools for Research;171
39.5;Test Marketing;171
39.6;Technical Research and Development;172
39.7;A Model for Assessing the Use of Marketing Research in New Product Planning;172
39.7.1;Internal Variables;172
39.7.2;External Variables;172
39.7.3;Company Types;174
39.8;References;175
40;AN ECONOMIC ANALYSIS OF PRODUCT NEWNESS: IS QUALITY DECLINE INEVITABLE?;176
40.1;Abstract;176
40.2;Introduction;176
40.3;The Economic Setting;176
40.4;Economics of Product Newness;176
40.5;Conclusions and Implications;177
40.6;References;177
41;WlLL THE "BATTLE OF BRANDS" UNDERGO A STRUCTVRAL CHANGE? A CASE OF GENERICS;179
41.1;Abstract;179
41.2;Introduction;179
41.3;Background;179
41.4;Objectives of the Study;179
41.5;Methodology;179
41.6;Findings and Discussion;180
41.7;Discussion;183
41.8;Conclusion;183
41.9;References;183
42;AN ALTERNATE APPROACH TO UNDFRSTANDIFG STYLED PRODTTC'TS;184
42.1;Introduction;184
42.2;Socialogical Theories Pertinent to Symbol Acquisition and Style Diffusion;185
42.2.1;Socialization Theory;185
42.2.2;Self Concept Theory;185
42.3;Propositions Relevant to Style Diffusion;186
42.4;A Sociological-Psychological Tradeoff?;187
42.5;Summary;187
42.6;Referenees;187
43;ADVANTAGES, PROBLEMS, AND GROWTH OPPORTUNITIES FOR CONSUMER CO-OPERATIVES: CONSUMER ATTITUDES vs. CO-OP MANAGERS' OPINIONS;190
43.1;Abstract;190
43.2;Introduction;190
43.3;Objectives;190
43.4;Research Methodology;190
43.5;Findings;190
43.6;Implications of the Findings;191
43.7;References;191
44;A GENERIC DECISION PROCESS FOR MARKETING;192
44.1;Abstract;192
44.2;Causal Decision Making;192
44.3;The Cause and Effect Decision Process;192
44.4;The Market Channel Decision;193
44.5;Conclusions;196
44.6;References;196
45;A SYNTHESIZING CONCEPTUALIZATION OF COMMUNICATION IN A MARKETING/PHYSICAL DISTRIBUTION SETTING;197
45.1;Abstract;197
45.2;Information Systems;197
45.3;Marketing Information Systems;197
45.4;The Role of Communication;198
45.5;A Physical Distribution Example;199
45.6;Communication and Physical Distribution;199
45.7;References;200
46;ARE WOMEN'S APPAREL RETAIL STORE IMAGE SPACES ALIKE ACROSS LIFE CYCLE LINES: A SCHONEMANN-CARROLL-LINGOES MATRIX FIT APPLICATION;202
46.1;Abstract;202
46.2;Introduction To Store Image;202
46.3;Objectives;202
46.4;Methodology;202
46.4.1;The Sample;202
46.4.2;The Stores;203
46.4.3;Data Gathering;203
46.4.4;Background on Previously Reported Work;203
46.4.5;Data Processing and Analysis;204
46.5;Findings and Conclusions;205
46.6;Discussion;205
46.7;References;205
47;RETAIL IMAGE RESEARCH: STATE OF THE ART REVIEW WITH IMPLICATIONS FOR RETAILING STRATEGY;207
47.1;Abstract;207
47.2;Introduction;207
47.3;Conceptualization of Retail Image;207
47.4;Dimensions of Retail Image;207
47.5;Methodology Used in Measuring Retail Image;208
47.6;The Impact of Environmental Changes on Retail Image;209
47.7;Strategic Implications for Retail Image;210
47.8;Summary;210
47.9;References;211
48;SERVICE RETAILING: APPLICATIONS OF A DEVELOPMENTAL CONCEPT;213
48.1;Abstract;213
48.2;Introduction;213
48.3;The Retailing of Products vs. Services: Problems of Previous Approaches;213
48.4;Towards a Developmental Service Retailing Concept;213
48.5;Conclusion;215
48.6;References;215
49;CONSUMER PAYMENT SYSTEMS: CONCEPTUAL AND EMPIRICAL PERSPECTIVES;216
49.1;Introduction;216
49.2;An Historic Perspective of Payment Systems As Innovations;216
49.3;Characteristics of Payment System Adopters: Consumers and Institutions;217
49.3.1;Bank Credit Cards;217
49.3.2;Automated Teller Machines (ATM);217
49.3.3;Preauthorized Payments;217
49.4;The Payment System Diffusion Process: A Multi-Step Flow;219
49.4.1;Demand Deposit Accounts (Checks);219
49.4.2;Store Credit Cards;219
49.4.3;Bank Credit Cards;219
49.4.4;Travel and Entertainment Cards;220
49.4.5;Debit Cards;220
49.5;Summary and Conclusions;220
49.6;References;220
50;CATALOG SHOPPING: PROBLEMS AND PROSPECTS IN SMALL COMMUNITIES;222
50.1;Abstract;222
50.2;Introduction;222
50.3;Objectives;222
50.4;Methodology;222
50.4.1;Hypotheses;222
50.4.2;Specification of the Dependent Variable;222
50.4.3;Specification of the Independent Variable;222
50.5;Results;223
50.5.1;Patronage Motives;223
50.5.2;Perception of Local Area;223
50.6;Implications;224
50.7;Conclusion;225
50.8;References;225
51;THE NEW SUSAN B. ANTHONY DOLLAR Hypotheses Regarding Consumer and Retailer Reactions;227
51.1;Abstract;227
51.2;Introduction;227
51.3;Historical Background;227
51.4;Rationale for the New $1 Coin;227
51.5;Data Bases and Methodology;228
51.6;Consumers;228
51.7;Retailers;229
51.7.1;Large Store Retail Managers;229
51.7.2;Supermarket Cashiers;229
51.8;summary;230
51.9;References;230
52;THE GENERATE-TEST MODEL OF STORE CHOICE;231
52.1;Abstract;231
52.2;Introduction;231
52.3;Method;231
52.3.1;Subjects;231
52.3.2;Procedure;231
52.3.3;Model Development;232
52.3.4;Environmental Definitions;232
52.4;Results;232
52.5;Discussion;234
52.6;References;234
53;THE EFFECT OF COVER LETTER SALUTATIONS ON RESPONSE RATES AND SELECTED ITEM OMISSION RATES ON AN INDUSTRIAL SURVEY;236
53.1;Abstract;236
53.2;Introduction;236
53.3;Objectives of the Study;236
53.4;Methodology;236
53.4.1;Data Collection;236
53.4.2;Structure of the Questionnaire;237
53.4.3;Data Analysis;237
53.5;Findings;237
53.5.1;Questionnaire Return Rates;237
53.5.2;Item Omission Rate for Complex Questions;237
53.5.3;Item Omission Rate for Confidential Questions;237
53.6;Discussion and Implications;237
53.7;References;239
54;ESTIMATING NONRESPONSE BIAS IN MAIL SURVEYS: A REPLICATION STUDY;240
54.1;Abstract;240
54.2;Introduction;240
54.3;Background;240
54.4;The Replication;240
54.5;Analysis;241
54.5.1;Hypothesis One;241
54.5.2;Hypothesis Two;241
54.5.3;Hypothesis Three;241
54.6;Conclusions;241
54.7;References;242
55;PAIRING BRAND AND PRODUCT NAMES WITH NUDE AND NEUTRAL STIMULI IN ADVERTISEMENTS: AN INVESTIGATION OF RECALL AND ATTITUDES;243
55.1;Abstract;243
55.2;Introduction;243
55.3;Method;243
55.4;Results;244
55.4.1;Recall;244
55.4.2;Attitude;244
55.4.3;Recall By Attitude Interaction;245
55.5;Discussion;245
55.6;References;246
56;THE NEW BATTLE OF THE BRANDS: PURCHASE PATTERNS FOR GENERICS AFTER TWO YEARS IN THE MARKET;247
56.1;Abstract;247
56.1.1;Immediate Success;247
56.1.2;Low Price;247
56.2;Past Research;247
56.3;Methodology of Present Study;248
56.4;Findings;248
56.5;Discussion;250
56.6;Conclusions;251
56.7;References;251
57;AN EMPIRICAL EXAMINATION OF PREDICTIVE VALIDITY OF ALTERNATIVE CONJOINT DATA COLLECTION PROCEDURES;252
57.1;Abstract;252
57.2;Introduction;252
57.3;Methodology: Research Question and Study Design;252
57.3.1;Research Question;252
57.3.2;Experimental Design;252
57.3.3;Experimental Tasks: Data Collection Procedure;253
57.4;Data Analysis;253
57.5;Results;254
57.5.1;Predictive Validity of MFE Procedure;254
57.5.2;Predictive Validity of TFE Procedure;254
57.5.3;Comparative Analysis of Inter-Method Differences in Validity;254
57.6;Conclusion;255
57.7;References;255
58;A MEDIA COMPARISON OF CONSUMER PERCEPTION OF FEMININE CARE PRODUCT ADVERTISING;257
58.1;Abstract;257
58.2;Introduction;257
58.3;Method and Sample;257
58.4;Results;257
58.4.1;Women's Magazines;258
58.4.2;Magazines;258
58.4.3;Newspapers;258
58.4.4;Radio;259
58.4.5;Television;259
58.4.6;Two Factor Blocking Across All Media;259
58.5;Discussion;260
58.6;References;260
59;AN EXPERIMENTAL STUDY OF THE EFFECTS OF INFORMATION FROM ADVERTISEMENTS AND CONSUMER RATING PUBLICATIONS ON CRITERIA LISTED BY CONSUMERS AS BEING PERTINENT TO BRAND SELECTION;261
59.1;Abstract;261
59.2;Introduction;261
59.3;Review of the Literature;261
59.4;Hypotheses;262
59.5;Research Design;262
59.6;Results;263
59.7;Theoretical Implications;263
59.8;Applied Implications;264
59.9;References;264
60;CONSUMER MANIPULATION: ARE MARKETERS BUILDING A MONSTER?;266
60.1;Abstract;266
60.2;The Thesis;266
60.2.1;The Marketing Response;266
60.2.2;Is Consumer Manipulation a Static Issue?;266
60.3;The Research Method;267
60.4;Results;267
60.4.1;More Marketing Power to Come?;268
60.4.2;A Boon to Marketers?;268
60.4.3;Consumers May not Gain;268
60.4.4;Societal Benefits Also Doubted;269
60.4.5;Concluding Thoughts;269
60.5;Appendix;270
60.5.1;Marketing a Consumer Product;270
60.6;References;271
61;THE UTILITY OF SEGMENTED ADVERTISING APPEALS;272
61.1;Abstract;272
61.2;The Subjects And The Messages;272
61.3;The Experimental Advertisements;272
61.4;Experimental Design And Procedures;273
61.4.1;Subject Selection and Segmentation;273
61.4.2;Interview Procedure;273
61.5;The Dependent Variables;274
61.5.1;Advertising Response Measures;274
61.5.2;Measures of Affect;274
61.5.3;Purchase Intentions and Purchase Behavior;275
61.6;Discussion;275
61.7;Implications For Marketing;276
61.8;Conclusion;276
61.9;References;276
62;AN ANALYSIS OF THE USE OF BLACKS IN MAGAZINE ADVERTISEMENTS: 1965-1975;277
62.1;ABSTRACT;277
62.1.1;Methodology;277
62.1.2;Findings;279
62.1.3;Summary;279
62.2;References;279
63;A HIERARCHICAL APPROACH TO ADVERTISING STRATEGY;280
63.1;Abstract;280
63.2;Introduction;280
63.2.1;Fishbein's Multiattribute Attitude Model;280
63.2.2;Hunter, Levine, and Sayers' Hierarchical Model;280
63.3;Managerial Implications;281
63.3.1;Multiattribute;281
63.3.2;Hierarchical;281
63.3.3;Merging the Two Models;282
63.4;References;282
63.5;Footnotes;282
64;A FACTORIAL DESIGNED EXPERIMENTAL STUDY ON THE EFFECTIVENESS OF SELECTED ADVERTISING STRUCTURES;283
64.1;Abstract;283
64.2;Introduction and Purpose of the Study;283
64.3;Methodology;283
64.4;Analysis of Findings;284
64.5;Conclusions and Implications of Findings;285
64.6;References;286
65;THE USE OF LIFE STYLE SEGMENTATION TO DETERMINE IF CATV SUBSCRIBERS ARE REALLY DIFFERENT;287
65.1;Abstract;287
65.2;Introduction;287
65.3;Purpose and.Hypothesis Tested;287
65.4;Methodology;287
65.4.1;Sampling;287
65.4.2;Questionnaire Development;288
65.4.3;Statistical Analysis;288
65.5;Analysis of Mann-Whitney U Test Results;288
65.6;Usefulness to Cable TV Executives;289
65.7;Conclusions;289
65.8;References;289
66;CONSUMER REACTION TO ENERGY CONSERVATION MESSAGES: AN EXPERIMENTAL DESIGN;290
66.1;Abstract;290
66.2;Introduction;290
66.3;Background;290
66.4;Methodology;291
66.5;Results;292
66.5.1;Cognitive Responses;292
66.5.2;Scaled Measures;294
66.6;Conclusions;294
66.7;References;295
67;PROFILES OF GONSUMER RECYCLERS AND NONRECYCLERS;296
67.1;Abstract;296
67.2;Introduction;296
67.3;Methodology;296
67.3.1;Data Base;296
67.3.2;Variables;296
67.3.3;Analysis;297
67.4;Results and Discussions;297
67.4.1;t-Tests;297
67.4.2;Consumer Recyclers and Nonrecyclers;299
67.4.3;Sociopsychological;299
67.4.4;Recycling Attitudes;299
67.4.5;Recycling Channels;299
67.4.6;Socioeconomic;299
67.4.7;Consumer Recyclers: Why, What, and How They Recycle?;299
67.5;Conclusions;300
67.5.1;Profile of Consumer Recyclers;300
67.5.2;Implications;300
67.6;References;300
68;PRODUCTS LIABILITY LITIGATION: TNE VALUE OF CONSUMER SURVEY DATA;301
68.1;References;301
69;AN EMPIRICAL TEST OF TRAOE REGULATION RULE ASSUMPTIONS: A STUDY OF FUNERAL SERVICE PURCHASES;302
69.1;Abstract;302
69.2;Introduction;302
69.3;Propositions Tested;302
69.4;What Can Be Inferred From previous Research;302
69.5;Research Methodology and Analysis;303
69.6;Conclusions;305
69.7;References;305
70;A REGULATORY COMPLIANCE MODEL;306
70.1;Abstract;306
70.2;Introduction & Statement of the Problem;306
70.3;Review of the Literature;307
70.4;Purrose and Scope;307
70.5;A Model of Business Compliance With Government Regulation;307
70.6;The Model in Operation;308
70.7;Testing the Model;308
70.8;Public Policy Implications;309
70.9;Summary and Conclusion;310
70.10;References;310
71;A CRITICAL ANALYSIS Of THE IMPACT OF LEGISLATED MARKET SHARES;311
71.1;Abstract;311
71.2;Introduction;311
71.3;Prior Litigation;311
71.4;Measurement Limitations of Legislated Market Shares;312
71.5;Implications of the Acceptance of Legislated Market Shares;312
71.6;Managerial Responses;313
71.7;Concluding Remarks;313
71.8;References;313
72;AN APPROACH FOR INTERPRETATION OF GROUP OVERLAPSI N MARKET SEGMENTATION STUDIES USING GRAPH PLOTS;314
72.1;Abstract;314
72.2;Introduction;314
72.3;Interpretation of MDA Solutions;314
72.3.1;Plotting MDA Results;314
72.3.2;Plotting Group Overlaps;314
72.4;A Market Segmentation Illustration;315
72.5;Discussion;315
72.6;References;315
73;ASSESSING THE FALSITY OF THE INDSCAL MODEL'S DATA ASSUMPTIONS: AN EMPIRICAL STUDY OF RETAIL STORE PERCEPTIONS;320
73.1;Abstract;320
73.2;Introduction;320
73.3;The Study;321
73.4;The INDSCAL Application;321
73.5;Summary and Conclusions;322
73.6;References;323
74;POLICY IMPLICATIONS OF A PROBABILISTIC GRAVITY MODEL;324
74.1;Abstract;324
74.2;Introduction;324
74.3;The Basic Model;324
74.4;Nature of the Model;324
74.5;Properties of the Model;325
74.6;Empirical Tests;325
74.7;Comparative Findings;326
74.8;Discussion;326
74.9;Concluding Remarks;326
74.10;References;327
75;USING CROSS-LAGGED CORRELATION ANALYSIS TO DERIVE CAUSA LINFERENCES IN QUASI-EXPERIMENTAL MARKETING RESEARCH;328
75.1;Abstract;328
75.2;Introduction;328
75.3;Cross-Lagged Correlation Procedure: Logic and Interpretation;328
75.4;Assumptions and Related Issues;329
75.4.1;The Assumption of No "Cosymptomatic" Effects;329
75.4.2;The Assumption of Synchronicity;329
75.4.3;The Assumption of Stationarity;330
75.4.4;The Assumption of Linearity;330
75.4.5;The Assumption of True Causal Interval;330
75.4.6;The Generality Assumption;330
75.4.7;The Homogeneous Stability Assumption;330
75.4.8;The Assumption of Error Independence;330
75.5;Guidelines for Marketing Researchers for Increasin: the Potential of Cross-Lagged Correlation Analysis;330
75.5.1;(a) Computing Dynamic Correlations;330
75.5.2;(b) Addressing the Problem of Necessity-Sufficiency;331
75.5.3;(c) Determining Static vs. Dynamic Nature of Variables;331
75.6;Summary Conclusion;331
75.7;References;331
76;A FACTOR ANALYSIS OF THE LATENT STRUCTURE IN A SET OF RANDOM NUMBERS OR, HOW TO FIND STRUCTURE WHERE NONE EXISTS;333
76.1;Abstract;333
76.2;Introduction;333
76.3;Research Uses of Factor Analysis;333
76.4;A Standard Stepwise Factor Analysis Procedure;333
76.5;The Factor Analysis on Random Numbers;334
76.5.1;Data;334
76.5.2;Conventional Analysis;334
76.6;Augmented Factor Analysis;335
76.6.1;Proportion of Eigenvalues Greater than One;335
76.6.2;Total Variance Explained by the Factor Model;335
76.6.3;Scree Test;335
76.6.4;Sphericity Test;335
76.6.5;Maximum Likelihood;336
76.6.6;Cross-validation;336
76.6.7;A Priori Analysis;336
76.7;Conclusions;336
76.8;References;336
77;A CONCEPTUAL APPROACH TO TELEVISION PROGRAMMING;338
77.1;Abstract;338
77.2;Application of Theory;338
77.3;Market Opportunities;338
77.4;The Ultimate Target Market;338
77.5;A Caveat;338
78;ATTITUDES OF PARENTS AND CHILDREN TOWARD CHILDREN'S TELEVISION ADVERTISING;339
78.1;Abstract;339
78.2;Introduction;339
78.3;Methodology;339
78.4;Results;339
78.5;References;339
79;PSYCHO-PHYSIOLOGICAL INFLUENCES OF COLOR AS RELATED TO PACKAGE DESIGN;340
79.1;The Package;340
79.2;Color and Package;340
79.3;Conclusion;340
80;CHANGES IN tUE ACCURACY OF NEWCOMERS' PERCEPTIONS OF SlWERMARKET LOCATIONS;341
80.1;Method;341
80.2;Results;341
80.3;Diacussion;341
80.4;Reference;341
81;EVALUATION OF POINT-OF-SALE SERVICES: PROBLEMS AND PROSPECTS FOR RETAILING;342
81.1;Abstract;342
81.2;Retailer Evaluation of Point-of-Sale Services;342
81.3;Conclusion;342
82;CRITERIA USED BY CENTRAL BUYTNG UNITS;343
82.1;Abstract;343
82.1.1;The Setting;343
82.1.2;Developing Criteria;343
82.2;Reference;343
83;INFLUENCE OF FUNCTIONAL AND DYSFUNCTIONAL JOB CHARACTERISTICS ON SALESPERSONS' MOTIVATION AS MODELED BY VIE COMPONENTS;344
83.1;Introduction;344
83.2;References;344
84;THE EFFECT OF EXPERIENCE ON PERCEIVED RISK IN THE CONTEXT OF ORGANIZATIONAL BUYER BEHAVIOR: SOME CONCEPTUAL POSTULATES;345
84.1;Abstract;345
84.2;Introduction;345
84.3;Perceived Risk;345
84.4;Proposed Relationship(s);345
84.5;References;345
85;CHANNEL MANAGEMENT: SOME RESEARCH FINDINGS AND FUTURE DIRECTIONS;346
85.1;Abstract;346
85.2;Scope, Development, and Evolution of Channels;346
85.3;Channel Participants in the Marketing Channel Environment;346
85.4;Findings and Conclusions;346
85.5;References;346
86;THE MARKETING-PRODUCTION INTERFACE: A CONTINGENCY FRAMEWORK;347
86.1;Abstract;347
86.2;The Focused Factory;347
86.3;Marketing Inputs: Some Examples;347
86.4;The Marketing-Production Trade-off Matrix;347
87;THE EFFECTS OF ANONYMITY ON RESPONDENT EFFORT IN MAILED QUESTIONNAIRE SURVEYS;348
87.1;Introduction;348
87.2;Scope of the Study;348
87.3;Study Setting and Research Instrument;348
87.4;Hypothesis of the Study;348
87.4.1;The Effect of Anonymity on Respondent Effort on Purchase-Related Question;348
87.4.2;The Effect of Anonymity on Respondent Effort on Warranty-related Question;348
88;AN EXPERIMENT IN SELF AND PRODUCT CONCEPT CONGRUITY: SELF-COKE-PEPSI;349
88.1;Abstract;349
88.2;Purpose of the Study;349
88.3;Hypotheses;349
88.4;Research Design;349
88.4.1;Measuring Instrument;349
88.4.2;Selection of Bi-Polar Adjectives;349
88.5;Limitations of the S.tudy;349
88.6;Results;349
88.7;Conclusions;349
89;ON THE USE OF A ROLE ORIENTATION MEASURE TO DETERMINE PSYCHOGRAPHICS AND ADVERTISING ATTITUDES ON WOMEN;350
89.1;Abstract;350
89.2;Introduction;350
89.3;Research Focus;350
89.4;Implications & Conclusions;350
89.5;References;350
90;THE RELATIONSHIP BETWEEN DEMOGRAPHICS OF BUSINESS STUDENTS IN A DEVELOPING NATION (TURKEY) ANO THEIR PRECEPTIONS OF MARKETING AS A FIELD OF STUDY AND A CAREER OPPORTUNITY;351
90.1;Abstract;351
90.2;Introduction;351
90.3;Findings;351
90.4;References;351
91;EDUCATING MARKETERS TO MARKET EDUCATION;352
91.1;Abstract;352
91.2;Introduction;352
91.2.1;Major Problems Facing Educational Institutions Today;352
91.2.2;Marketing Implications Of Higher Educati,.on As A Product;352
91.3;References;352
92;PROMOTIONAL STRATEGY IN A SERVICE I NDUSTRY: A CASE STIJDY;353
92.1;ABSTRACT;353
92.1.1;Introduction;353
93;ANALYZING DECISION MAKING SITUATIONS: A CONCEPTITAL FOUNDATION;354
93.1;Abstract;354
93.2;Introduction;354
93.3;The Problem Situation Model;354
93.4;Variable I dentification;354
94;A PERFORMANCE-IMPROVING, EVALUATION FORM;355
94.1;Abstract;355
94.2;The Pace GSB Evaluation Ambiance;355
94.3;Uses of the Form;355
94.4;Examples of Results;355
95;A MODEL FOR IMPLEMENTING THE MARKETING AUDIT;356
95.1;Abstract;356
95.2;Introduction;356
95.3;Background of the Marketing Audit;356
95.4;A Model for Implementingthe Marketing Audit;357
95.4.1;Who Does the Audit;357
95.4.2;When and How Often the Audit Is Conducted;357
95.4.3;Areas to Be Audited;357
95.4.4;Developing Audit Forms;359
95.4.5;Conducting the Audit;359
95.4.6;Reporting to Management;359
95.5;Conclusion;359
95.6;References;361
96;THE MULTILATERAL TRADE NEGOTIATIONS: UNITED STATES POSITION;362
96.1;MTN: Overview;362
96.2;United States Position;362
96.3;Unfinished Business;363
96.4;References;363
97;ADVERTISING IN THE PROFESSIONS: A LITERATURE REVIEW AND FUTURE PROSPECTS;364
97.1;Abstract;364
97.2;Introduction;364
97.3;A Brief History;364
97.4;Research in Professional Advertising;365
97.5;Institutional Evolution;366
97.6;Discussion and Conclusions;366
97.7;REFERENCES;366
98;THE SELF-CONCEPT IN RELATION TO PRODUCTPREFERENCE AND PURCHASE INTENTION;368
98.1;Abstract;368
98.2;Introduction;368
98.3;Study;369
98.4;Method;369
98.5;Results and Discussion;370
98.6;References;372
99;BUYING CENTER IDENTIFICATION FOR THE PURCHASE OF AN INDUSTRIAL SERVICE;373
99.1;Research Problem;373
99.2;Research Design;373
99.3;Study Results;373
99.4;Conclusions And Implications;373
100;THE CHANGING AMERICAN WOMAN - SOME THOUGHTS FOR MARKETERS;374
100.1;Selected Bibliography;374
101;SHOULD WE BE ALARMED BY FOREIGN ACQUISITION IN THE U.S. YET?;375
101.1;Abstract;375
101.2;Introduction;375
101.3;Which Industry Should Be Alarmed?;375
101.4;How Do They Come Here?;376
101.5;Why Do They Come To The U.S.?;377
101.6;So What?;377
101.6.1;The New Attitude;377
101.6.2;New Regulations - The Banking Example;378
101.6.3;The Outlook;378
101.7;Conclusion;378
101.8;References;379
102;THE USE OF MARKETING CONCEPTSIN THE RECRUITING OF COLLEGE STUDENTS;380
102.1;Abstract;380
102.2;Why Market A College Education?;380
102.2.1;The Marketing Concept Philosophy;380
102.2.2;The Four P's of Marketing Applied;381
102.2.3;Conclusion;382
102.2.4;Footnotes;382
102.3;References;383
103;PSYCHOLOGICAL CHARACTERISTICS: THE REAL BARRIER TO TRADE WITH JAPAN;384
103.1;Abstract;384
103.2;Introduction;384
103.3;Psychological Characteristics;384
103.3.1;Pseudoharmonism;384
103.3.2;Avoidance of Extremism;384
103.3.3;Ruleless Rule;384
103.4;Conclusions;384
104;AUTHOR INDEX;385
Automotive Impact on Market Behavior.- Consumer Behavior.- Industrial Marketing.- International Marketing.- Marketing Education.- Marketing Management.- Marketing Research.- Promotion.- Public Policy.- Quantitative Marketing.- Research in Progress.- Workshop.- Miscellaneous.
