The 1980’s: A Decade of Marketing Challenges

Retailers were surveyed to determine their attitudes about energy conservatlon. This paper describes the findings and compares them to results obtained in a previous study of retailers’ energy conservation attitudes which was reported at the Third Annual Conference of the Academy of Marketing Science.

Data compiled from 100 manufacturing firms representing five industries indicates that several channel management practices differ significantly between those firms which have experienced an increase in wholesale sales through their own sales branches and offices and those firma which have not. Several implications are drawn in terms of the direction and extent of recent changes in management practices involved with the channels of distribution.

In this article the authors explore the nature of swap meets as a developing form of retailing in the United States. Several environmental factors are examined as they may account for the growth of swap meets into a widely acceptable institution of retailing.

The literature of vertical channel power reveals a noticeable neglect by academics of how pricing strategy evaluations can help to better understand vertical channel relationships. This paper builds a conceptual framework which helps visualize the effects of power on the marketing channels via pricing strategies.

The environmental setting and the willingness to participate in a study may contain within themselves enough Information to unconsciously influence the performance of subjects. Λ 2 × 2 factorial experiment to test these hypotheses is reported. Results support both hypotheses.

How the elicitation question wording suggested by Fishbein for determining relevant referents affects the set of relevant referents and how these sets differ in predicting Fishbein’s subjective norm were examined. Elicitation question wording affected the types of and frequency w.ith wh.ich referents were elicited. No differences in the ability of these sets to predict the subjective norm were found.

An investigation of the stability over a three month period of the rejative importance of the attitudinal and normatlvl’ components of Fishbein’s intention model showed a certain amount of instability. However, the changes in marketing strategy as a result of this instability were few.

Data from different Norwegian communities were analysed in order to identify store image dimensions. Two approaches to the study of store images showed somewhat different results. Open-ended questions about the most important reason for store selection were chosen as the most adequate approach for the purpose of this paper. The results provided by this approach were compared with corresponding findings from American and Dutch communities. Key dimensions of the specific image of the neighborhood store were identified by focusing on the strategic market segment of neighborhood store customers of three potential key dimensions, location and shopping environment appeared most important.

This research investigated modes of information seeking within the husband-wife dyad for a high risk innovation. Subjects completed a twenty-one item behavioral differential designed to measure the tendency to seek seven different information sourcs. Subjects also completed measures of generalized self-confidence, specific Self-confidence, and anxiety. Multiple discriminanl analysis was used to reveal the differences between the husband’s and the wife’s information search patterns. The results show the wife’s greater tendency to ask her husband’s opinion, the husband’s willingness to evaluate advertising, and the husband’s greater confidence levels (both generalized and product specific) as the major discriminators between the husband’s and wife’s inrorrnation search.

This paper reports the findings of an investigation of the decision-making influence exerted within family dyads by husbands and wives over sixty-five years of age. Each phase of decision-making — problem recognition, search for information, and final decision-making — was studied with regard to the decision to purchase vacation travel. The data reveal purchasing role structures and variations in these structures of family dyads as a function of educational levels and employment statuses of dyad members.

The statement personifies a renewed strategic interest in one of the fastest growing segments of the market — the elderly. As the teen and early-20’s segments shrink in size because of population attrition, many marketers have begun to re-examine their target segment strategies. This paper examines that growth segment with the objective of bringing together a conceptual framework for further research.

Using an attitude orientation, the study focuses on the direct assessment of preference and usage behavior differences toward selected banking methods among consumers who socially perceive themselves as either a blue collar-oriented individual or a white collar person. The findings indicate significant preference pattern differences as well as isolated psychographic and socioeconomic characteristics; but fail to demonstrate conclusive evidence of significant usage behavior differences between the customer groupings.

Intentions to

try

a cigarette were predicted significantly better by the Ajzen and Fishbein model when the attitudinal and normative components were operationalized in terms of beliefs specifically related to “trying than when operationalized by beliefs specifically related to “smoking,” and intentions to

smoke

were predicted significantly better by the model when the components were operationalized in terms of beliefs related to “smoking” than when operationalized by beliefs related to “trying.” The magnitude of the differences was so small however that Fishbein’s suggestions for improvements in the content of smoking prevention programs, aimed at adolescents, do not appear to be warranted.

Recent work indicates the desirability of studying managers’ store image as well as their customers’ store image. There has also been interest in using multiattribute models instead of the semantic differential approach to measuring store image. This paper reports on the usefulness of the multiattribute approach in assessing possible differences between the customer perceived store image and management’s self perceived store image.

This paper employs the conjoint measurement methodology to examine the impact of social setting on preferences for restaurants. It is shown that those who go to restaurants with friends differ from those who go with family in terms of importance attached to different restaurant attributes and demographic characteristics. Some managerial implications of the study are discussed.

The second order (previously owned merchandise) retail market is receiving increased attention from consumers. This study compared the perceived risk in the retailing of new versus used merchandise and the applicability of the traditional risk reduction strategies to the second order markets. Differences were found between risk perception of new versus used merchandise. However, the importance of various information sources to reduce risk did not differ by type of merchandise. Strategy implications for second order merchants are derived.

This paper reports the findings of an extensive literature search and significant number of open ended interviews regarding how industrial equipment purchases are made. The authors find that a paradigm for the process can be constructed which will help researchers design empirical tests. The authors discuss key concepts of the interpersonal interactions which constitute industrial buying behavior. The process paradigm developed tends to confirm previous authors in that a two stage process seems to be quite general.

This research supports the assumption that small, relatively unknown suppliers will have a difficult time introducing their new non-food products to the central buying units or major retail chains. C.B.U. adoption criteria and their relative importance are identified.

Integer Goal Programming is shown to be an effective tool for media selection in a firm where conflict exists among marketing, sales and other executives in terms of media preferences and perception of market segment Importance. A multiple stage iterative use of integer goal programming is presented.

The EEC of “six” expanded to “nine” following the admission of Denmark, Ireland, and the U.K. on January 1, 1973. With the view of joining the EEC, the Norwegian government called for a referendum on September 25, 1972. The referendum did not get popular support and at the present time Norway stays out of the EEC. Given that Norwegians and other west Europeans have similarity with regard to economic, political, social, and cultural characteristics, it was surprising that the referendum did not receive popular support. This study was, therefore, designed to find out why Norwegians did not support the referendum to join the EEC. Responses provided by 306 households located in various parts of Norway revealed that the referendum was turned down because a great majority of Norwegians did not want to be governed by “Brussels”. Any future attempt(s) to join the EEC may, therefore, emphasize that joining the EEC will not affect domestic economic and political policies.

In order to promote US exports in the 1980’s, it appears that complete reliance on the existing channel of international distribution which consists primarily of the Webb Pomerene Associations (WPA’s) and the Export Management Companies (EMC’s) would be disastrous due to many problems which stem form the organization of those export firms. the “Why bother?” and “Do-it-yourself” attitude of the US manufacturers and the lack of an adequate legal framework which is needed to promote the expansion of a viable US export organization. Lessons of experience gathered from the Japanese Sogo Shosha and European export trading companies (ETC’s) indicate that it is conceivable to formulate and American model of ETC. To be successful, such American model of ETC requires a strong back-up form the US Government in order to provide incentives to US manufacturers to export and to do so through the ETC’s. The government should also provide an adequate legal framwork in order to promulgate the development and growth of US Export Trading Companies. The Webb Pomerene Act of 1918 could be amended and improved in order to allow the US ETC’s to integrate vertically or horizontally and to include exports as well as imports for better economies of scale. Finally, it is even conceivable to make the American ETC a quasi-public institution in order to avoid anti-trust complications.

Segmentation of nonexporting firms on the basis of export information gathering behavior is demonstrated. Empirical data regarding information gathering behavior is provided for the suggested segments. Policy implications derived are aimed at improved targeting of export stimulational information.

The authors investigated the perceptions toward exporting of small, high-technology Massachusetts manufacturers. The hypothesis tested was that exporters do not differ from non-exporters in their perceptions of such factors as risk, profit potential, costs, problems, and personal rewards. Results however, suggested that the two groups do differ in their perceptions toward exporting.

A survey of the export experience of a random sample of 124 sma1J and medium-sized manufacturing firms produced a group of 21 firms that had discontinued export activity. This article compares the attitudes of the chief executive officers of these firms with those of the non-exporting and the currently exporting firms to seek insight into the difficulties involved in stimulating increased export activity. Perceptions of risk, profit and cost involved in exporting are contrasted, with cost perceptions appearing to be the critical variable. This suggests that “how to” export development programs fail to meaningfully address the behavioral element of the export/no export decision.

More and more U.S. firms tend to look to the government to protect them from foreign competition. This not only poses a threat to free marketing in general but to the firms themselves in particular. The main marketing-related issues involved are identified in this paper, as are the feasible marketing roles such firms can play under these circumstances. Finally, a number of alternative courses of action to protectionism are presented.

The classrooom telephone interview is an effective technique for bringing realism into the marketing class. Advantages of and suggestions for using the technique are given. The effectiveness of the classroom telephone interview is evaluated.

This paper describes a successful attempt to derive a diseriminant function that can be used to predict the letter grades students will earn in Principles of Marketing. The results are compared to the findings of other published studies on the prediction of academic performance and the uses of this type of analysis in strategies for reducing student attrition in Principles of Marketing are discussed.

The past decade has seen an increase in the use of marketing technology by non-business areas such as hospitals, politics and education. This paper continues this trend by examining the components of college student satisfaction. A satisfaction questionnaire was developed and data were gathered from 124 MBA students. Factor analysis and multiple regression were employed to determine and assess the salient components of satisfaction. The results indicate that quality of education and evaluation are important determinants of college satisfaction.

Outline

Introduction

Why a paper on experiential learning for selling? What the paper will contain

Scope

Some discussion of exercised. Operation of exercises. Debriefing of exercises.

Conclusions

Impact of experiential exercises. Feedback from students and trainers.

An International Business Seminar has been conducted successfully for the last four years and is expected to be taught agian in the summer of 19Rl. The purpose of the seminar is to provide both university students and practicing businessmen a better understanding of the international marketing and international business process. International business is becoming increasingly important in today’s interdependent world. Over eighty percent of the top U.S. companies are actively engaged in international business. Such diverse companies as General Motors, Coca Cola, IBM, American Express, and Gillette Company perceive foreign markets as being a key component to their future growth in sales and profits. As the U.S. cost for foreign oil increases, so do the importance of American exports and foreign based profits become to this country.

A problem facing today’s business firms is attracting and retaining the better quality graduates. An important task, therefore, is to identify and make provision for those students’ career expectations. The findings in this research identify important career expectations and indicate that there are potentially important differences between females’ and males’ expectations.

Twenty years ago consumer behavior was a new idea in the marketing curriculum of American colleges. Since them the course has increased in popularity. This propensity to install a consumer behavior course has paralleled the acceptance, by scholars and practitioners, of consumer orientation, i.e., the consumer must be satisfied at a profit. One assumes that as the consumer behavior course increased in popularity within marketing departments that the attitude of educators toward its relative importance would change. As a matter of fact, one result appears dependent upon the other.

The Airline. Deregulation Act of 1978 has provided impetus for airline industry competitors to become more consumer oriented rather than product oriented. Central to the issue of competitor positioning are perceptual configurations of consumer segments relative to carrier service attributes. Utilizing service attributes via consumer consciousness, competitors may define more accurately their positions in the market place as well as providing for the development of effective attribute related marketing policy.

One can construct a strong hypothesis that women can be highly successful as industrial sales representatives provided that they are placed in an environment which contains management that is aware of the potential of this pool of labor, sensitive to special problems that are encountered in placing women in industrial sales jobs, and determined to provide an adequate and proper situation in which the woman has at least a fair and honest chance of succeeding. The content of this paper therefore, shall be organized to argue in favor of this hypothesis. This position shall be justified by referring to four kinds of information: trends in the employment of women in organizations, especially as industrial sales representatives; applied case histories and primary research discoveries; environmental and interpersonal barriers impending the success of women in organizations; finally applications by management which can enhance the success accomplishment of the worker.

An exploratory study sought to measure preferences for live music performances to aid management of a performing arts auditorium at a large university in the effort to reverse a downward trend in student attendance. Data were collected from a sample of the target market segment and factor analysis revealed interpretable patterns of preferences both for types of music and performers.

Although previous research has found retail salespeople to he critical elements in the success or failure of a retail outlet, little published research has examined how to assist retail sales managers in developing a work environment that is conducive to productive salespeople. This paper explores the constructs of role conflict and ambiguity in retail sales and ascertains what some of the determinants of these two constructs are. The findings, which both agree and disagree with previous role research, suggest that retail sales managers can impact the levels of role conflict and ambiguity experienced by retail salespeople.

The relative cost effectiveness of distribution channels used in the property and liability insurance industry was determined through multiple regression analysis. Study results suggest that a step function exists which describes the relative costliness of the various distribution systems. In the current study, the highest cost system appeared to be the independent agency system, followed by the exclusive agency system. Next was the salaried employee system, and finally the mail order system.

The area of logistics will face considerable environmental changes in the next decade. These changes will create many challenges for logistics modeling efforts. These challenges, to a large degree, are delineated by logistics modeling in the 1970’s. A review of modeling efforts in logistics in the last decade is presented. The next decade and the role of logistics modeling are discussed in terms of what the author considers to be the major factors affecting logistics in the 1980’s.

This article suggests a limitation on the use of the term "psychographics" to those studies utilizing a uniquely marketing oriented assessment technique. The appropriateness of psychometric validation techniques for this form of psychographic method is explored. The argument is proposed that the logic of the psychometric approach is inappropriate to this particular assessment problem. A more appropriate rationale is suggested for the reliability and validity issues, in light of the unusual characteristics and objectives of this emerging technique. The discussion concludes with a suggested rationale for the development of theoretical links between consumer behavior and the behavior being measured with this new approach.

This paper reexamines the concept of market segmentation from the viewpoint of indivIDuationdeindivIDuation theory and research, and discusses how this theoretical base may be applied to direct market segmentation strategies.

Measuring firm goodwill in the private limited firm still remains a contentious issue in accounting. This paper proposes an alternative method of measuring goodwill bused on the market share such firms are able to achieve through competitive marketing strategies. It gives explicit recognition to the role that marketing resources play on determining the value of a firm when considering acquisition or disposal.

The socialization process that takes place in the child­youth market, provides a guideline for the retail marketing strategy. This article first explores the importance of this market. After this exploration, an attempt is made to identify different marketing strategies at different stages of the socialization process­The rest of the paper elaborates upon how marketing strategy for the child-youth market can be developed.

The present study used a feminine role orientation scale as a measure of 151 women’s beliefs on their role in society. Women were then grouped according to traditional and liberal values and their attitudes towards advertising and sex roles in advertising were analyzed. The results proved contrary to an earlier study by Duker and Tucker.

Because of the continually shifting population, spiraling costs of land and construction, the increasing number of planned shopping centers and changing urban conditions, much emphasis is being placed on the selection of sites for retails stores. This trend toward more importance being placed on retail location has lead many entrepreneurs, chain store executives, and researchers to seek more sophisticated site selection techniques. A number of different approached have been taken in attempts to quantitatively solve the retail site selection problem Most of the more common approaches are blessed with strengths and plagued with weaknesses in the methodological processes.

Do job characteristics produce significant influence on salesperson motivation? This issue has been examined in this article by focussing on the relationships between perceived job characteristics and intrinsic and extrinsic dimensions of motivation. Hypotheses are generated on the basis of information available form organizational psychology and tested using data gathered from a population of industrial salespersons. Finally, implications of these findings are discussed from a managerial perspective.

Licensing, usually thought to be almost the exclusive province of very large, if not multinational, firms, !.as been found to be otherwise. The subject appears to be of considerable interest to smaller firms. The financial aspects of that interest suggest that marketers have in licensing a potential goldmine.

A study of 1014 consumers at four convenience food stores was conducted to identify the characteristics of impulse purchasing behavior and develop a method­ologyeally Hatmd proeeJure for Htudying such behavior. The stwly found that impulse purchasing behavior is significant, varies by product line, and is not necessarily effected by In-store merchandising programs. It was also found that a pre-purchase/post-purchase study procedure can be an appropriate methodology if it is supplemented by an after-purchase interview.

The paper illustrates a procedure for developing a predictive model using simple correlation weights between the criterion variable and the set of predictor variables. Next, this predictive model is compared with a standard multiple regression model via replication analysis.

Researchers have been questioning the methodology of determinant attribute identificaUon for the past few years. The objective of this research project is to test the convergent validity of four different methods of determinant attribute identification. Results of the project suggest that the four methods produce varying results.

Marketing research makes extensive use of semantic stimuli in scaling procedures. Magnitude estimation provides a technique for assessing respondents’ quantitative assessments of words or phrases used as scale anchor points. Hispanic and non-Hispanic respondents estimated the numerical value of a series of expressions of amount. Minimal differences were found between the cultural groups.

This empirical investigation examines variations in measures of task-complexity as a result of using different conjoint vignettes. The two most commonly used conjoint vignette techniques for stimulus description are comparatively evaluated: Two-Factor-Evaluation and Multiple-Factor-Evaluation Vignette Techniques. The empirical findings on the comparative analysis on task­complexity in conjoint vignettes and their implications for market-researchers and users of conjoint analysis are also discussed.

Numerous potential sources of bias relating to questionnaire layout have been identified. Using a multivariate approach, this research investigates the presence of three types of order bias in the collection of similarity ratings. Ordinal position and pole orientation effects were generally not significant while contextual contamination was consistently present.

It is a imperative that small businesses be responsive to changes in the social and economic environment and shifts in consumer demand. This is necessary in order to remain competitive. One method of achieving competitiveness is through the use of microcomputers to access information which can provide management with the ability to make fast and effective decisions. This paper discusses the viability of using microcomputers for small business marketing research and presents two examples demonstrating the practicality of using microcomputers in small businesses.

The purpose of the study was to provide a longitudinal analysis of the reliability of psychographic items. The results suggest that respondents’ answers may vary over a period of time. The most stable dimensions appear to be related to the individual’s self concept.

The objective of this research is to review the cross­cultural studies of the quality perceptions of American versus foreign products, over time, to explain the growth of foreign car sales at the expense of domestic car sales in the U.S. Three recent studies (Rogers National Research, Inc., 1979; Miaoulis, et al., 1980; and Powers, 1980)were reviewed in which American consumers compared the characteristics of U.S., Japanese, and r rman made cars. The general findings were that Japanese and German cars were viewed as more reliable and better overall than American made cars; foreign cars were in better condition at delivery from dealers; and new foreign car owners reported fewer mechanical problems.

This paper deals with the use of the accepted market segmentation technique of measuring life style in terms of activities, interests, and opinions in order to detect differences in the life styles of obese and non­obese subjects. These differences were found to exist and could be used to identify and isolate market segments for the effective development of social marketing programs concerned with treatment and/or prevention of obesity.

Given the importance of a locational strategy for physicians, this article provides findings on the demographic and economic determinants of physician office location within the Chicago Metropolitan area from 1950 to 1975. An important finding is that measures or market potential and competition have lost importance over time to the growing Influence or medical facilities in determining physician office location.

As the health-care Industry moves towards a fuller implementation of marketing techniques, it is likely to repeat many of the marketing mistakes that businesses have made over the years. The purpose of this paper is to review and explain some of the more common marketing mistakes so as to stimulate a greater understanding of the marketing discipl:l.ne on the part of health-care professionals and lead to better marketing practices.

This article addressed the applicability of marketing concepts to the delivery of community health programs, with specific emphasis on health promotion. The realization that marketing has much to offer community health is not new. However, the article “highlights” health promotion and develops a framework that integrates the goals, action criteria and feasible actions that can lead to behavioral and environmental changes conducive to health.

The status of corrective advertising in Canada is at least five years behind the U.S. At the present time, corrective advertising as a legal remedy to deceptive advertising in Canada is about at the stage of the 1969 Campbell Soup Co. case in the U.S. However, recent occurrences in the corrective advertising area in Canada should alert Canadian marketers and politicians to review the implications of what has happened in the U.S. oyer the past ten years, as this may serve as a guide to what will be happening in Canada over the next five years.

This experiment tests a model of the effects of advertising on rirm and Industry profitability whleh argues that, uncier certain circumstances, advertising will be greater and profits less in less concentrated than more concentrated industries. This is the opposite of the hypothesis normally advanced by economists. The general hypothesis, but not the specific numerical predictions, was supported.

The purpose of this paper is to compare the role and functions of advertising agencies and client relationships in Turkey and Canada. The paucity of cross-cultural studies in advertising seemed to indicate a large potential gain from pursuing such studies as the present one. The two countries represent different stages of development. It is hoped that this study contributes to our understanding of advertising agency-client relationships such that advertising management in the two ample countries can be more effective.

The black consumer is becoming increasingly important to marketers of consumer products. This importance can be seen in increases in numbers of black consumers as well as in increases in their discretionary purchasing power. To determine if these increases are resulting in greater use of black models in advertisements appearing in mass circulation magazines, a study was conducted on print media for the years 1970, 1975 and 1980. Additional issues examined in the study were the roles depicted by blacks in subject ads, and the products with which they were associated. The findings indicate that although blacks are now portrayed more frequently than in the past, marketers continue to underplay the significance of this important consumer segment.

A study was designed to explore the effects of sex, ad components, and their interaction on the recall of information from printed ads. Total recall did not vary by sex, but recall of ad components showed significant differences as did the interaction of sex and omponents. Implications for advertisers and suggestions for future research are given.

An instrument to mensure sex role specificity (SRS) was composed and Rtanrlarrlized on 1,200 adults from the gneral West Coast population. The SRS scales proved to be reliable and internally consistent, and two dominant factors underlie prescriptions for each sex. Role specificity differed systematically by demographic status.

The viability of modern-day retail organizations is largely contingent upon the ability of management to monitor and respond constructively to consumerism. Although retailers have made considerable progress in this direction, consumer dissatisfaction rema.ins with certain facets of retail performance, including the capability of retailers to satisfactorily resolve customer complaints.

This article assesses the impact of corrective advertising on consumer images of the company involved and the FTC. A specially prepared FTC-source corrective ad was found to have a negative impact on company image while improving the image of the FTC. A company-source ad, however, improved company image without affecting FTC image.

While numerous programs requiring more information disclosure have become law, little attention has focused on measuring their impact on consumer attitudes and behavior. This paper reports the results of an experiment which employed an unobstrusive research method to measure consumer attitudes toward nutrition labeling. The findings suggest that consumers are passive about having more nutrition information on food product labels. However, prior messages about nutrition labeling by an authoritative source may be an effective vehicle to sensitize consumers about the value of nutrition information.

This paper will discuss the significant price differences between original pharmaceutical products and generic drugs which continue to exist long after introduction of lower-priced generics. Apparently, uncertainty about generic quality allows the original brand to maintain a superior image and substantial market share, despite intensive competitive activity. The effectiveness of promotion in maintaining substantial market share after patent expiration is illustrated for Librium(R). Existing policies concerning generic drugs are reviewed, and appropriate revisions will be recommended.

The U.S. maritime system can promote American growth if it supplements strong international trade practices. What is needed first is a clearly delineated national maritime policy. This paper reviews current maritime policy, and proposes a specific approach that might satisfy both business and national security objectives.

Commonly used models for time series fitting and forecasting are not well suited for accommodating a sudden shift in the behavior of a series. Using sales data for a particular firm, this paper illustrates the intervention analysis model technique of fitting and describing the effect of an exogenous event on the series of interest.

This paper presents the use of the Poisson probability distribution for forecasting discrete time series. The properties of the weights using the Poisson distribution are discussed. These weights provide alternatives, not attainable by exponential smoothing models. As an introduction to Poisson smoothing process, a constant and linear trend correction models are presented. For some of the time series tests, the Poisson forecasting models show slightly improved forecast accuracies compared to exponential forecasting models.

The young consumer has been recognized as a viable market sinee the mid 1960’s. Emphasis has been on understanding how youth perform in the consumer role and the socialization processes involved. (Anderson, 1978; Faber and Ward 1977; McNeal 1964, 1976, 1979; Moschis and Churchill 1979; Moschis and Moore 1979; Stampfl, Moschis, and Lawton 1978; Turner and Brandt 1978; Ward 1974; Ward, Wackman and Wartella 1975; Wells 1976). Concurrently, there has been a resurgence of consumer education.

There is a possibility of finding a discipline to sponsor and incorporate in its scope the study and application of signs. Because signs - as promotional carriers - are related to marketing, some debate among behavioral theorists, marketers, and other disciplin­arians may be started on who can better design, organize, and utilize everyday signs (no advertisements) so that they become more effective.

This paper examines the relationship between product safety regulations and product liability actions. It employes regression analysis to test the hypothesis that an increase in product safety regulations has been accompanied by a corresponding increase in product liability actions. Using linear regression equations of the form y = m + bx, two regressions were run. In both sets of regression the independent variable was found to explain a major part of the variance in the dependent variable.

The Latin American Free Trade Association (LAFTA), a “Customs Union” of 10 member countries was founded during 1961. The basic goal of LAFTA was to accomplish economic self-Hufflciency through industrialization. Lack ol investment capital and entrepreneurial skills necessitated enteouranging foreign investment. This study was, therefore, designed to determine whether the U.S. entreprenurs pereived that the LAFTA would achieve economic self-suffuciency by 1985. Tnformation prov.ided by I I rms orerating in or doing business with J.AFTA member countries revealed that the U.S. entrepreneurs were not oplimlstJc about accomplishing the goal of self-sufficiency.

Most textbooks on consumer behavior refer to the incarnation of the “consumption society theory” which was generally accepted in the golden sixties. Since the 1973-1975, this trend seems to have broken. It is evident that the consumer is facing severe constraints and that his limited means rather force him to set up a scheme of priorities after his objectives, which are non-transitive in nature. On the one side he is facing a world, which is not only uncertain but even forces a set of constraints upon him, on the other side before this situation he has to fix a scheme of priorities which however are not dictated by a single utility function, but rather by several separate objectives (non-transitive). This report, therefore, treats two kind of problems--(1) the pressure on the consumer from the uncertain outside world, and (2) the guidance of the consumer by a set of non-transitive objectives. Moreover, he is limited in his means. The golden sixties thought that this economic principle was expelled for ever.

“Products liability” is the name currently given to the liability of a seller, or other supplier of chattels, to one with whom he is not in privity of contract, who suffers damage caused by the chattel. It may rest upon the supplier’s negligence, a warranty, or it may be a matter of strict liability in tort [Prosser, 1971]. The old doctrine of “caveat emptor” has been replaced with “caveat venditor,” as products liability laws allow buyers to recover damages from manufacturers, wholesalers and retailers. In 1931, Chief Judge Cardoza said in Ryan V. Progressive Grocery Stores, 255 N.Y. 388, 175 N.E. 105, “The burden may be heavy. It is one of the hazards of business.” Could he have envisioned that by 1965 the annual number of products liability cases would be 50,000 but by 1976 the number would be 1.5 million per year [U.S. News and World Reports, 1976] or that in 1975 companies would pay $1 in products liability claims per every $1,000 in sales, but that only one year later they would be paying $2 per $1,000 in sales [Gilliss, 1980]? Whether this is caused by litigants using the “deep pockets” theory, the contingency fee method of attorney payment, a broader view of products liability by the courts or the development of strict liability in tort, channel members must know the possible plaintiffs, causes of action, and defenses.

The impact of decision makers in smaller sized firms is investigated, Contrary to frequent assumptions, most firms were found to have more than one decision maker.

The purpose of this study is to examine one of the more commonly used mail survey methodological manipulations, and advanced written notification, in terms of the effects that this variable has upon both the response rate and item omission rate of the survey. Parsons and Medford (1972) on two different samples, also found that prior written notification did not increase the response rates to the survey. In contrast to the two studies above, Ford (1967) found that response rates were significantly higher when advanced written notification was employed. Ford (1967), also examined the effect of written advanced notification on the rate at which questions were left unanswered (item omission rate). Ford (1967) found that item omission rates were not significantly affected by advanced notification.

The applicability of using the social judgment theory concepts of discrepancy and lattitudes of acceptance and rejection for designing advertising messages was investigated. Serious questions about its usefulness were discovered.

The history of interest in human values as moderating variables in behavior has been most thoroughly traced by Clawson and Vinson (1978). The potential utility in understanding “our society’s transition into affluence” by studying both human values and the allocation of time was noted by Nicosia and Glock (1968). Most reported studies in this area have adopted the Rokeach (1973) framework of “instrumental” and “terminal” values. There are excellent summary discussions of the Rokeach paradigm found in the Clawson and Vinson (1978) and Vinson, Munson and Nakanishi (1977) papers.

In discussions of the impact of technology transfer, writers have often failed to keep the comprehensive definition of technology transfer in mind. They have most often focuaed on the supply side of technology transfer and ignored the demand side of technology transfer. The authors present a view of 'appropriate' technology transfers that integrates both the demand and the supply dimensions. The authors examine LDC policies on technology transfers and the role they have played in Multinational Company Strategies in technology transfer. Proposals for making technology transfers more appropriate are offered.

Before 1975, the government promoted trading activities by aiding in the erection of warehouses and in promulgating low-tariff transit schedules. The war’s chaos gave rise to “militia” leaders, and the new marketing system was based on belonging to a certain militia system. This involved payoffs, and so many firms relocated outside of Lebanon. the inefficient legal system was eliminated by the War, and smuggling and black-marketeering increased greatly. Lebanon’s geographic location in conducive to trading; however, the main port of Beirut was destroyed, and as a result, most shipping was transferred to Tripoli in the south. Tripoli could not handle the large volume Beirut did; furthermore, land roadblocks cripple truck shipping, and so commerce dropped dramatically. Several light industries, including food packaging and semi-processing and printing, and banking and tourism wre growing before the War and were expected to continue that growth, even in light of the 1973 Middle East War. However, the War totally paralyzed the tourist in dustry and the canned food industry, substantially damaged the printing industry, and turned most foreign investment to other Middle East nations, mainly Jordan and Egypt.

Conjoint preference data on a relatively complex issue were collected using two different mail survey instruments. Although the correct completion rates for the two formats were significantly different, the results obtained were quite similar - leading to the conclusion that the mail survey technique is indeed viable.

The American automobile Industry is in serious trouble currently (1980) and has seen its market share eroded during the 1979 and 1980 model years. In fact, in 1980, the U.S. automobile manufacturers experienced the worst sales year in over 10 years and sustained heavy losses in 1980. While it is indisputable that the 1980 recession has been a contributing factor to the poor sales and profit performance of the U.S. auto manufacturers, there are more serious underlying market variables that have contributed heavily to the current poor market performance by the domestic manufacturers. It appears that the domestic manufacturers. It appears that the domestic manufacturers did not correctly analyze consumers’ perceptions as to the types of transportation vehicles that consumers wanted and/or needed to meet the changing market and environmental conditions. There is much evidence to indicate that the domestic manufacturers did not achieve an adequate product mix.

This paper briefly reviews the nature of foreign direct investment (FDI) in the U. S. and outlines key issues confronttng both the U. S. government and foreign-owned firms. Because there is a paucity of literature, further research is suggested,

Shoplifting is the pilferaging of merchandise from store displays by customers and persons posing as customers. Employee pilferage is the theft of merchandise and/or cash by the store’s personnel. To combat these losses, the retailer must develop and maintain a store security program; a necessary prerequisite to any store security program is the detection of criminal activity. Like most thieves, shoplifters and employee pilferers tend to develop definite patterns or modes of operation (MOs). The purpose of this paper is to develop a typology of retail thieves based on their MOs.

This study is a continuation of an earlier effort which examined grocery shopper reactions to situations where advertised specials were not available. Perceptions and opinions of consumers and food chain executives are compared with emphasis placed on shopper reactions when advertised specials are unavailable and experiences concerning rainchecks. On the basis of chi-square results, significant differences occurred between food chain management and consumers.

This paper first reviews the nature of the retail educational gap, then indicates some likely courses of action to remedy the situation; a case study example is also supplied.

This paper first reviews the nature of the retail educational gap, then indicates some likely courses of action to remedy the situation; a case study example is also supplied.

Deviant consumer behavior is approaching epidemic proportions, yet has received little research attention. Several problems inherent in the area have impeded both management action and research progress. This paper reviews these problems and suggests priorities for both management action and future research.

This research is an attempt to apply strategic market planning in a retail environment. As used in the re-search, strategic market planning is the planning process which begins with formal evaluation of the organization's mission and its goals, continues with analyses of the internal situation and external or macroenvironmental forces, competition, opportunities, and selection of strategies from alternatives corresponding to different business situation scenarios (Channon and Jalland, 1978). The process concludes with development of specific strategies, tactics for accomplishing the objectives, budgeting, implementation and"procedures for monitoring and control. Plans are prepared under a strategic framework which views the firm's offerings as a balanced portfolio, with each offering in its own life cycle stage.

This research is an attempt to apply strategic market planning in a retail environment. As used in the research, strategic market planning is the planning process which begins with formal evaluation of the organization's mission and its goals, continues with analyses of the internal situation and external or macroenvironmental forces, competition, opportunities, and selection of strategies from alternatives corresponding to different business situation scenarios (Channon and Jalland, 1978). The process concludes with development of specific strategies, tactics for accomplishing the objectives, budgeting, implementation and"procedures for monitoring and control. Plans are prepared under a strategic framework which views the firm's offerings as a balanced portfolio, with each offering in its own life cycle stage.

Marketers today should re-evaluate their strategy in light of new information regarding the career-oriented woman. The potential market which lies in this emerging segment of the American work force is yet to be realized. Some of what is known about the "new woman" is presented in this paper.

The purpose of this study is to forecast the likely future development of the marketing environment and marketing institutions of Latin America. The specific research objectives are to: (1) Identify the key factors or characteristics contributing to the development of the marketing environment in Latin America; (2) Establish the most probable time period in which these characteristics will be operative; and (3) Identify the major obstacles inhibiting the realization of these characteristics.

This paper considers consumer behavior relative to the service characteristics of inseparability between the services and its producer.

Indeed, the non-mechanized service and its producer are one, because of the creative content of many, if not all, types of personal services. One may expect the consumer to survey alternative sources of services, carefully con­sidering the ability of the source's service producers because of the creative content of the service.

The setting for this study utilized 166 graduate and undergraduate business students in attendance at the first summer session of 1980 at St. John's University, an urban institution. All students commute to school; there are no dormitory facilities. Furthermore, most graduate students are employed full-time, and attend only evening classes.

The operational procedure involved the distribution of a simple questionnaire of three questions. The intent of the questions was to find how much the consumers believ­ed that service producers contributed to consumer satis­faction; how the consumers employed this attitude; and whether the consumers' perceptions of the role of the service producer changed over time. Accordingly, a before-and-after framework was attempted through the wording of the questions. Comparing the differences be­tween the preference ratings given to each answer choice within the time framework measures the influence of time and experience on consumer perceptions.

This research examined the impact of a directed quest­ionnaires on overall response rate and item omission rates. The results indicated that a directed question­naire format did not improve results in either case.

This paper deals with the itme omission rate that is as­sociated with complex and confidential questions on mail surveys. The study finds that complex questions were not omitted more frequently than any other question. Confi.dential questions were found to be omitted more frequently.

Marketing discipline has ignored for a long time the Mexican-American consumer in spite of his growing importance. The paper describes a marketing research study uf the Mexican-American community in the Los Angeles area. The results showed that Mexican-Americans are not a unique market, but a composite of heterogeneous market segments.

This paper is concerned with the concept of positioning in the marketing management decisionmaking environment and with the alternative approaches to positioning.

How do you define a consumer market? How large should a single market be? Where are the largest markets today? Why is it important to know exactly which are the major markets? Why are various lists of major markets different? Why are various lists of major markets different? These questions are examined and answered in this paper.

The multilateral trade negotiations and agreements on government procurement policies and practices which was made by the General Agreement on Trade and Tariff in 1979 to be applied beginning January 1981 represents a big step forward in the effort to reduce invisible barriers to world trade. However, it is important to realize that the policing and enforcement of such agreements between signatory countries remains an important issue which needs to be resolved in the 1980s. With the grim world economic outlook ahead, it is not surprising that violation of the government procurement agreement might occur in some countries. In order to promote export and compete effectively in world markets, the US manufacturers should try to take advantage of the new opportunities offered to them with the opening of some government procurement business overseas and the US Government should try to monitor constantly overseas markets to prevent violations settle disputes and help US exporters with more information on government procurement offers for bids.