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Marketing Literature Review

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DOI: 10.1177/002224298605000209

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Marketing Literature
PAUL S. SPECK, Editor Review
University of Tennessee-Knoxville

This section is based on a selection of article abstracts from a 22 (July/August 1985), pp. 43-49. [Trends, Consumers 50
comprehensive business literature data base. Marketing-re- and older, Lifestyles, Earnings, Discretionary income, Statis-
lated abstracts from over 125 journals (both academic and trade) tical data.] 1
are reviewed by JM staff. Descriptors for each entry are as-
signed by JM staff. Each issue of this section represents three Study Probes Consumers' Attitudes on Direct Buying. Paul
months of entries into the data base. JM wishes to thank Data L. Edwards, Advertising Age, 56 (June 17, 1985), p. 68.
Courier Inc for use of the ABl/INFORM business data base. [Summary of survey, 25 product and service categories, Direct
Each entry has an identifying number. Cross-references appear marketing buyers vs. nonbuyers.) 2
immediately under each subject heading. State Job-Rate Differences to Lessen. Peter Francese, Ad-
Requests for specific articles should be directed to the specific vertising Age, 56 (July 25, 1985), p. 55. [Economic conditions
publication named or to Data Courier Inc (800/626-2823). Ab- and forecasts, Growth of new jobs, Fastest growing states, Slow
stracts of the articles are contained in the ABl/INFORM data growth states, Income per person.] 3
base which is available through many on-line search vendors.
Migration's Toll: Lessons from New York State. Richard
SUBJECT HEADINGS D. Alba and Michael J. Batutis, American Demographics, 7
(June 1985), pp. 38-42. [Trends, Outmigration, Demographic
1. THE MARKETING ENVIRONMENT analysis, Statistical data.] 4
1.1 Consumer Behavior
1.2 Legal, Political, and Economic Issues The Market for Medical Self-Care. Brad Edmondson, Amer-
1.3 Ethics and Social Responsibility ican Demographics, 7 (June 1985), pp. 35-37, 51. [Trends,
2. MARKETING FUNCTIONS Health related magazines, Nutritional supplements, Self-di-
2.1 Management, Planning, and Strategy agnosis tests.] 5
2.2 Retailing Focus on Hispanics. Thomas G. Exter, American Demo-
2.3 Wholesaling
2.4 Channels of Distribution graphics, 7 (August 1985), pp. 28-33. [Guidelines, Size of
2.5 Physical Distribution market, Media decision, Hispanic market segments.) 6
2.6 Pricing The New Mature Mothers. Judith Langer, American De-
2.7 Product
2.8 Sales Promotion
mographics, 7 (July 1985), pp. 29-31, 50. [Trends, New
2.9 Advertising mothers who are over 30, Education, Working mothers, Sta-
2.10 Personal Selling tistics.] 7
2.11 Sales Management Rating America's Metropolitan Areas. Robert M. Pierce,
3. SPECIAL MARKETING APPLICATIONS American Demographics, 7 (July 1985), pp. 20-25. [Discus-
3.1 Industrial sion, Places Rated Almanac, Controversy, Assigning weights,
3.2 Nonprofit, Political, and Social Causes New rankings, Comparative analysis.] 8
3.3 International and Comparative
3.4 Services Americans at Play. Martha Farnsworth Riche, American De-
mographics, 7 (August 1985), pp. 38, 40. [Trends, Sports par-
4. MARKETING RESEARCH
4.1 Theory and Philosophy of Science ticipation, 1984 Gallup Leisure Activities Index.] 9
4.2 Research Methodology The Working Rich. Courtenay Slater, American Demograph-
5. OTHER TOPICS ics, 7 (July 1985), pp. 4-7. [Trends, Discussion, Households
5.1 Educational and Professional Issues with an income of $50,000 or more, Demographic pro-
5.2 General Marketing file.] 10
Gray America Goes to Market. Charles D. Schewe, Busi-
1. THE MARKETING ENVIRONMENT ness, 35 (April/May /June 1985), pp. 3-9. [Literature review;
1.1 Consumer Behavior Guidelines; The over-65 market segment; Distribution, com-
See also 41,42,43,51,67, 76, 79, 80, 81, 86, 88, 90, 147, 148, munications, and price strategies.] 11
149,204,205,206,209,210,211,214,216,220,221,225,236,
277,286,295,296,303,314,317,324,325,328,332,338,339, Consumer Brand Selection and Categorization Processes:
341,348,361,362,367,368,369,374,376,380 A Study of Bank Choice. Michel Laroche and Terrill
Manning, International Journal of Bank Marketing (UK), 2
New Money and the Old. Fabian Linden, Across the Board, (No. 3, 1984), pp. 3-21. [Model test, Bank selection data,

Journal of Marketing
100 / Journal of Marketing, April 1986 Vol. 50 (April 1986), 100-115.
Awareness set, Processed set, Evoked set, Reject set, Hold
~] u ity, Mathematical analysis.]
Profile of the Japanese Consumer. Jun Aburatani, Japan
Marketing/Advertising (Japan), 3 (Winter 1985), pp. 4-7.
[Trends, Prevailing values in Japan, Lifestyles, Afflu-
ence.] 13
Low Involvement Strategies for Processing Advertise-
ments. Meryl Paula Gardner, Andrew A. Mitchell, and
J. Edward Russo, Journal of Advertising, 14 (No. 2, 1985),
pp. 4-12, 56. [Experiment, Television advertising, Situation-
specific elaborative processing, Brand and nonbrand evalua-
tion, Tachistoscopes, Multiple dependent measures.] 14
Attitudes and Behavior: Lessons from the Needham Life
Style Study. William D. Wells, Journal of Advertising Re-
search, 25 (February/March 1985), pp. 40-44. [Longitudinal
data, National panel, Attitude changes, Marketing implica-
tions.] 15
Parental and Teenage Child Influences in Family Decision
Making. George E. Belch, Michael A. Belch, and Gayle
Ceresino, Journal of Business Research, 13 (April 1985),
pp. 163-176. [Consumer study, Hypotheses, Degree of influ-
ence, Type of influence, Many products.] 16
Home Equity Use and the Life Cycle Hypothesis. Alexander
Chen and Helen H. Jensen, Journal of Consumer Affairs, 19
(Summer 1985), pp. 37-56. [Survey, National sample, Bor-
rowing behavior, User profile, Logit analysis.] 17
The Effects of Changes in Implicit Energy Costs on Hous-
ing Prices. Molly Longstreth, Anne R. Coveney, and Jean S.
Bowers, Journal of Consumer Affairs, 19 (Summer 1985),
pp. 57-73. [Survey data, Hypotheses, Energy consumption,
Housing attributes, Regression analysis.] 18
Use of Product-Testing Organizations' Recommendations
as a Strategy for Choice Simplification. Richard W.
Olshavsky and Dennis L. Rosen, Journal of Consumer Affairs,
19 (Summer 1985), pp. 118-139. [Consumer survey, National
sample, Consumer decision making, Consumer use of product
rating information, Problems.] 19
A Socialization Perspective on Selected Consumer Char-
acteristics of the Elderly. Ruth Belk Smith and George P.
Moschis, Journal of Consumer Affairs, 19 (Summer 1985),
pp. 74-95. [Survey data; Hypotheses; Consumer skills; Ef-
fects of age, education, and experience with media.] 20
A Model of the Consumer Decision to Seek Legal Redress.
Michael L. Ursic, Journal of Consumer Affairs, 19 (Summer
1985), pp. 20-36. [Model test, Survey data, Path analysis,
Consumer complaint behavior, Antecedents of consumer ac-
tion.] 21
The Effects of Product Class Knowledge on Information
Search Behavior. Merrie Brucks, Journal of Consumer Re-
search, 12 (June 1985), pp. 1-16. [Experiment, Active in-
formation search, Distinction between objective and subjective
knowledge, Statistical analysis, New methodology.] 22
A Normative Model of Behavior Based upon an Activity
Hierarchy. Don L. Coursey, Journal of Consumer Research,
12 (June 1985), pp. 64-73. [Model development, Production
aspects of a commodity, Consumption aspects, Mathematical
analysis, Limitations of utility analysis.] 23
Effects of Product Trial on Consumer Expectations, De-
mand, and Prices. Patricia A. Goering, Journal of Consumer
Research, 12 (June 1985), pp. 74-82. [Model development,
Types of consumer learning, Expectations about product qual-
24
Food Shopping and Preparation: Psychographic Differ-
ences of Working Wives and Housewives. Ralph W. Jackson,
Stephen McDaniel, and C. P. Rao, Journal of Consumer Re-
search, 12 (June 1985), pp. 110-113. [Comparative analysis,
Panel data, Time considerations, Feelings of responsibility and
approval, Statistical analysis.] 25
Consumer Behavior at Bulk Food Bins. Scott Lee Johnson,
Robert Sommer, and Victor Martino, Journal of Consumer
Research, 12 (June 1985), pp. 114-117. [Field study, Self-
service merchandising, Problems in handling practices, Statis-
tical analysis.] 26
Comparing Static and Dynamic Estimates of Behavioral
Responses to Changes in Family Composition or Income.
James N. Morgan, Journal of Consumer Research, 12 (June
1985), pp. 83-89. [Model development, Model comparison,
Panel data, Adjustment-toward-equilibrium model, Prob-
lems.] 27
Varieties of Mere Exposure: The Effects of Processing Style
and Repetition on Affective Response. Carl Obermiller,
Journal of Consumer Research, 12 (June 1985), pp. 17-30.
[Experiment, Test of theory, Competing theories, Uncertainty
reduction, Noncognitive mediation, Failure to replicate earlier
findings.] 28
Characteristics of Mexican American Consumers. Joel
Seagert, Robert J. Hoover, and Marye Tharp Hilger, Journal
of Consumer Research, 12 (June 1985), pp. 104-109. [Com-
parative analysis, Surveys, Hispanic consumers vs. non-
Hispanics, Brand loyalty, Price sensitivity.] 29
Consumer Knowledge: Effects on Evaluation Strategies
Mediating Consumer Judgments. Mita Sujan, Journal of
Consumer Research, 12 (June 1985), pp. 31-46. [Experiment,
Product evaluation, Piecemeal processing, Consumer's use of
product categories, Statistical analysis.] 30
Residential Energy Conservation: An Investigation of the
Post Tax Credit Era in the U.S. Paul McDevitt and Robin
Peterson, Journal of Public Policy and Marketing, 4 (1985),
pp. 33-46. [Personal interviews, Survey, Large cross-sec-
tional national sample, Dimensions of the investment decision,
Model development, Discounted cash flow model.] 31
A Motivation-Based Shopper Typology. Robert A. Westbrook
and William C. Black, Journal of Retailing, 61(Spring1985),
pp. 78-103. [Survey of shoppers, Shopping motivations, Hy-
potheses, Cluster analysis.] 32
Understanding the Outshopper. Jon M. Hawes and James
R. Lumpkin, Journal of the Academy of Marketing Science,
12 (Fall 1984), pp. 200-217. [Survey, Socioeconomic and
psychographic profile, Sta~istical analysis.] 33
Anticipatory Consumer Socialization. George P. Moschis
and Roy L. Moore, Journal of the Academy of Marketing Sci-
ence, 12 (Fall 1984), pp. 109-123. [Survey, 784 adolescents,
Role of television, Role of social class.] 34
Consumer Responses to Generic Products. Lester A. Neidell,
Louis E. Boone, and James W. Cagley, Journal of the Acad-
emy of Marketing Science, 12 (Fall 1984), pp. 161-176. [Sur-
vey, Use of generic products, User profile, Private brands,
National brands.] 35
Consumer Beliefs and Brand Usage. T. P. Barwise and
A. S. C. Ehrenberg, Journal of the Market Research Society
(UK), 27 (April 1985), pp. 81-93. [Longitudinal study, UK
Marketing Literature Review / 101
housewives, Beliefs directly related to purchase or use, Sta-
tistical analysis.] 36
Consumer Profiles for Conventional Bed and Waterbed
Owners in Canada. Bernadette Schell et al., Psychology and
Marketing, 2 (Spring 1985), pp. 51-56. [Survey, Demograph-
ics, Psychographics.] 37
The Effects of Schematic Memory on Imaginal Informa-
tion Processing: An Empirical Assessment. Ruth Ann Smith,
Michael J. Houston, and Terry Childers, Psychology and Mar-
keting, 2 (Spring 1985), pp. 13-29. [Experiment, Visual im-
agery, Use of scripts, Theoretical framework, Vividness of
imagery.] 38
Minorities: Reaching the World's Ninth Largest Market.
Rick Blake, Public Relations Journal, 41 (June 1985),
pp. 30-31. [Trends, The black American and Hispanic
American marketplace, Buying habits, Market strategy,
Advertising.] 39
Thinking Psychographically. Ed Zotti, Public Relations
Journal, 41 (May 1985), pp. 26-30. [Discussion, Lifestyle
research, VALS, Uses, Limitations.] 40
1.2 Legal, Political, and Economic Issues
See also 8,18,21,31,75,77 ,78,80,95,101,223,273,280,281,
283,294,297 ,302,309,313 ,315,329
Advertising Age, 56 (June 20, 1985), pp. 14-35. [Seven ar-
ticles on Baltimore and Washington, DC; Economic conditions
and trends; Demographics; Suburban and urban developments;
Television, radio, and newspaper markets.] 41
Outlook Brightened by Boomers' Babies. Leo J. Shapiro and
Dwight Bohmbach, Advertising Age, 56 (May 13, 1985),
p. 96. [Advertising Age survey, Economic conditions and fore-
cast.] 42
The Good News about Housing. George Sternlieb and James
W. Hughes, American Demographics, 7 (August 1985),
pp. 18-21, 49. [Trends, Population projections, Economic
predictions, Consumer behavior.] 43
Advertising Regulation: Fiddling with the FTC While the
World Burns. J. J. Boddewyn, Business Horizons, 28 (May/
June 1985), pp. 32-40. [Trends, Discussion, Deregulation,
Problems, Image of advertising, Self-regulation.] 44
Automotive/Basic Industries: Global Strategies, Cost Cuts
Pay Off. Joseph Bohn, Business Marketing, 10 (May 1985),
pp. 104-118. [Business trends, Many companies, Global mar-
keting.] 45
Defense Marketers Get a Jump on New Business with IR&D.
John Couretas, Business Marketing, 10 (July 1985), pp. 42-
48. [Trends, Defense contracts, Independent research and de-
velopment, Product development, Recent contractor abuses,
Reforms.] 46
High Tech/Telecommunications: Scrambling for Shares in
Office Automation. Peter Finch, Business Marketing, 10 (May
1985), pp. 66-104. [Industry profile, Top US business/in-
dustrial advertisers in 1984, High technology /telecommuni-
cations field, 39 firms profiled.] 47
"Completely Safe!" "Good Condition!" "Flexible!" How
Advertising Claims Can Create Legally Troublesome War-
ranties. Steven A. Meyerowitz, Business Marketing, 10 (June
1985), pp. 98-106. [Discussion, Express warranties, Implied
warranties, Liability.] 48
Celebrities' Ghosts Are Hanging over Advertisers: New State
Law Gives Heirs More Power over the Use of Their Auces-
102 / Journal of Marketing, April 1986
tors' Images. Daniel B. Moskowitz, Business Week, Indus-
trial/Technology Edition (No. 2897, June 3, 1985), p. 108.
[Trends, The right of publicity, Image registration, Licensing,
California.] 49
Copy Headliner Compliance More Than Mere Terms of
Art. Robert J. Posch, Jr., Direct Marketing, 41 (April 1985),
pp. 140-145. [Guidelines, Deception in advertising,
Copy.] 50
The Consumer in a Socialist Economy. M. M. Kostecki,
European Journal of Marketing (UK), 19 (No. 1, 1985),
pp. 20-30. [Political/economic analysis, Product choice,
Consumer influence, Trends.] 51
Can You Pass the Comparative Ad Challenge? Bruce
Buchanan, Harvard Business Review, 63 (July/ August 1985),
pp. 106-113. [Discussion and guidelines, Evaluating com-
parative claims, Legal action.] 52
How to Influence the EEC. Gordon Cardigan, Industrial
Marketing Digest (UK), 10 (Second Quarter, 1985), pp. 85-
91. [Discussion, European Economic Community, Economic
policy, Lobbying.] 53
Development of Standardized and Harmonized Advertis-
ing Regulation in the European Economic Community.
Thomas V. Greer and Paul R. Thompson, Journal of Adver-
tising, 14 (No. 2, 1985), pp. 23-32, 64. [Historical back-
ground, Discussion, Consumerism, Misleading and unfair ad-
vertising, Standards of protection.] 54
Current Trends in Children's Advertising. Rita Weisskoff,
Journal of Advertising Research, 25 (February /March 1985),
pp. RC 12-14. [National Review Board, Industry guidelines,
Truth-in-advertising, Consumer skills, Self-regulation.] 55
The Swedish Consumer Ombudsman System and Adver-
tising Self-Regulation. J. J. Boddewyn, Journal of Consumer
Affairs, 19 (Summer 1985), pp. 140-162. [Discussion, Con-
sumer protection, Government guidelines, Regulation and self-
regulation, Business cooperation.] 56
The Welfare Loss from the New Sugar Program. Rachel
Dardis and Carol Young, Journal of Consumer Affairs, 19
(Summer 1985), p. 163-176. [Economic analysis, US import
quotas, Cost benefit analysis, Consumer loss.] 57
Consumer Boycotts in the United States, 1970-1980:
Contemporary Events in Historical Perspective. Monroe
Friedman, Journal of Consumer Affairs, 19 (Summer 1985),
pp. 96-117. [Historical analysis, News source and participants
survey, Boycott targets, Boycotting groups.] 58
State Used Motor Vehicle Disclosure Laws: Do They Make
a Difference to the Consumer? Michael D. Pratt and George
E. Hoffer, Journal of Consumer Affairs, 19 (Summer 1985),
pp. 177-185. [Empirical study; Consumer protection; Sec-
ondary data; Regression analysis; Wisconsin, Iowa, and Min-
nesota; Product quality.] 59
Quantified Risk in a Democratic Society. Kazys Almenas,
Journal of Products Liability, 7 (No. 4, 1984), pp. 319-342.
[Discussion, Nuclear power plants, Public policy, Risk anal-
ysis, Public perception.] 60
View from the Bench. Hilda R. Gage, Journal of Products
Liability, 7 (No. 4, 1984), pp. 343-351. [Discussion, Trial,
Proper preparation, Jury selection, Expert witnesses.] 61
A Practical Guide to Controlling Products Liability Costs.
Andrew Carl Spacone, Journal of Products Liability, 7 (No.
4, 1984), pp. 365-398. [Trends and discussion, Manufacturer
liability, Strict liability, Product design, Documentation, Pro-
duction, Checklist.] 62
The Trend toward Comparative Fault. Henry Woods, Jour-
nal of Products Liability, 7 (No. 4, 1984), pp. 399-411.
[Trends, Court decisions, Strict liability, California.] 63
Product Liability in the 80s. Terry Morehead Dworkin and
Mary Jane Sheffet, Journal of Public Policy and Marketing,
4 (1985), pp. 69-79. [Review of court decisions and legis-
lation, Guidelines for manufacturers, Strict liability, Punitive
damages, Market share liability.] 64
Misleading Advertising: In Search of a Measurement
Methodology. Klaus G. Grunert and Konrad Dedier, Journal
of Public Policy and Marketing, 4 (1985), pp. 153-165. [Re-
view of current procedures, Case oriented methodologies,
Misleading components approach, Pilot study, Advantages of
new procedure.] 65
Marketing, Minorities, and Consumption: Traditional and
Neo-Marxist Perspectives. Elizabeth C. Hirschman, Journal
of Public Policy and Marketing, 4 (1985), pp. 179-192. [Con-
ceptual discussion, Causal framework for the distribution of
consumption resources among various US ethnic groups.] 66
The Demand for Alcoholic Beverages: An Aggregate Time-
Series Analysis. David Levy and Neil Sheflin, Journal of Public
Policy and Marketing, 4 (1985), pp. 47-54. [Model estima-
tion; Historical data, 1940-1980; Consumption; Price elastic-
ity; Tax policy; Revenue generation; Abuse reduction.] 67
The Multi-Dimensionality of Comparative Advertising:
Implications for the Federal Trade Commission. Darrel D.
Muehling and Norman Kangun, Journal of Public Policy and
Marketing, 4 (1985), pp. 112-128. [Conceptual discussion,
Dimensionality of construct, Examples of dimensions, Equiv-
ocality of previous findings.] 68
Product Safety Warnings: A Legal Review. Michael Ursic,
Journal of Public Policy and Marketing, 4 (1985), pp. 80-90.
[Review of statutory and common law; Review of literature;
When, how, and whom to warn.] 69
Affirmative Disclosure at the FTC: Objectives for the
Remedy and Outcomes of Past Orders. William L. Wilkie,
Journal of Public Policy and Marketing, 4 (1985), pp. 91-
111. [Review of 225 affirmative disclosure orders, Policy
objectives, Message objectives, Alternative objectives,
Effectiveness.] 70
What Industry Expects for '85. Eric Shankleman, Marketing
(UK), 21 (June 6, 1985), pp. 27-32. [Results of the 1985
Marketing and Economic Research Survey, Industrial markets,
UK.]
71
Packaging Is One of Year's Better Buys. Robert S. Reichard,
Purchasing World, 29 (June 1985), pp. 50-58. [Survey of
buyers, Packaging industry, Price projections, Demand, Cur-
rent and projected market patterns.] 72
Product Safety, Liability Rules, and Retailer Bankruptcy.
Marilyn J. Simon, Robert G. Wolf, and Jeffrey M. Perloff,
Southern Economic Journal, 51 (April 1985), pp. 1130-1141.
[Economic analysis, Product liability, Equilibrium contracts,
Problems, Vertical integration.]
73
1.3 Ethics and Social Responsibility
See also 19,20,55,66,236,286,384
Dangerous Territory: The Societal Marketing Concept Re-
visited. John F. Gaski, Business Horizons, 28 (July/ August
1985), pp. 42-47. [Discussion, Social responsibility, Mar-
keter's role, Public interest, Regulation.] 74
Consumerist Movement and Advertising Regulation in the
International Environment: Today and the Future. John K.
Ryans, Jr., Saeed Samiee, and James Wills, European Journal
of Marketing (UK), 19 (No. 1, 1985), pp. 5-11. [Attitude
survey; German, Swiss, and US executives; Comparative study;
Trends.] 75
Children's Perceptions of Characters: Human versus An-
imate-Assessing Implications for Children's Advertising.
Stuart Van Auken and Subhash C. Lonial, Journal of Adver-
tising, 14 (No. 2, 1985), pp. 13-22, 61. [Experiment, Per-
ceptual discrimination, Statistical analysis.] 76
Can We Tolerate a Double Standard in Marketing Re-
search? Alvin A. Achenbaum, Journal of Advertising Re-
search, 25 (June/July 1985), pp. RC3-RC7. [Discussion, Truth-
in-advertising, Invalid research, Professional certification, Code
of ethics, Code of procedural standards, Guidelines.] 77
Advertising Self-Regulation: Private Government and Agent
of Public Policy. J. J. Boddewyn, Journal of Public Policy
and Marketing, 4 (1985), pp. 129-141. [Discussion, Types of
self-regulation, Interaction between industry and government,
Trends, Policies in other countries.] 78
The Impact of a Nutrition Information Program on Food
Purchases. Alan S. Levy et al., Journal of Public Policy
and Marketing, 4 (1985), pp. 1-13. [Quasi-experiment, Two
years of data, 20 supermarkets, 16 food categories, Shelf
markers.] 79
Designing and Marketing Consumer Energy Conservation
Policies and Programs: Implications from a Decade of Re-
search. J. R. Brent Ritchie and Gordon H. G. McDougall,
Journal of Public Policy and Marketing, 4 (1985), pp. 14-32.
[Selective literature review, Consumer attitudes and behaviors,
Energy conservation program development.] 80
The Ability of Children to Understand the Product Pack-
age: A Study of Limitations Imposed by Cognitive Devel-
opmental Stage. Gary F. Soldow, Journal of Public Policy
and Marketing, 4 (1985), pp. 55-68. [Experiment, Television
advertising, Preoperational stage of a child's development,
Product perception, Consumption need.] 81
Assessing Social Impacts of New Products: An Attempt
to Operationalize the Macromarketing Concept. Gregory
D. Upah and Richard E. Wokutch, Journal of Public Policy
and Marketing, 4 (1985), pp. 166-178. [Conceptual discus-
sion, Social desirability of products, Decision rules, Guide-
lines.] 82
2. MARKETING FUNCTIONS
2.1 Management, Planning, and Strategy
See also 45,118,124, 126, 127, 134, 137,145,155,157, 158, 160,
161,166,168,170,173,176,179,180,182,198,208,267,268,
274,285,288,290,291,300,308,315,319,320,323,353,357,
368,377
Die Botschaft von der Kompetenz-Unternehmen ueber sich
(The Message of Competence-Organizations Take a Look
at Themselves). Absatzwirtschaft (Germany), 28 (January
1985), pp. 30-43. [Corporate survey, German companies,
Corporate image.] 83
Warum stehen Marken in Europa unter Druck? (Why Are
Brands in Europe under Pressure?) Martin van Mesdag, Ab-
satzwirtschaft (Germany), 27 (October 1984), pp. 134-143.
Marketing Literature Review / 103
[Trends, Sources of pressure, Approaches to building manu-
facturer-owned brands, Guidelines.] 84
The Coolest Company in America. Craig Mellow, Across
the Board, 22 (July/August 1985), pp. 11-14. [Case study,
Corporate history, Carrier, Air conditioning.] 85
Advertising Age, 56 (May 9, 1985), pp. 16-46. [Thirteen ar-
ticles on marketing to the affluent, Products include real es-
tate, cars, wine, planes, food, and clothes.] 86
Advertising Age, 56 (May 16, 1985), pp. 13-42. [Twelve ar-
Do-it-yourself market, Tune-ups, Mufflers, Fast lube, ea:.
ticles on automotive marketing, Trends, Distribution channels
phones, Auto sound systems.] 87
Wounded Lion? Trail of Mistakes Mars P&G Record. Nancy
Giges and Laurie Freeman, Advertising Age, 56 (July 29, 1985),
pp. 1, 50-51. [Case study, Procter and Gamble, Earnings de-
cline, Shift in consumer desire to trade up, P&G missed the
upturn.] 88
3M's Lew Lehr Makes a New Marketing Mentality Stick.
Christine Dugan, Ad Forum, 6 (May 1985), pp. 34-40. [Case
study, Consumer goods, Global marketing.] 89
Competition Fuels a Return to Gasoline Marketing. Doris
Fuller, Ad Forum, 6 (May 1985), pp. 25-27. [Business
conditions, Trends, Comer gas stations, Market fragmenta-
tion.] 90
Advertising and Marketing. Marvin Chernoff, Business and
Economic Review, 31 (July 1985), pp. 21-23. [Guidelines,
Positioning, Segmentation.] 91
The Anatomy of a Decision Support System: How Abbott
Labs Puts DSS to Work for 2,000 Products. Daniel C. Brown,
Business Marketing, 10 (June 1985), pp. 80-86. [Case study,
Marketing information, Product categories, Time frame, Price
and unit information.] 92
Intrapreneurism: New Hope for New Business. Peter Finch,
Business Marketing, 70 (July 1985), pp. 32-40. [Guidelines,
Invention, Characteristics of intrapreneurs, End-user orienta-
tion.] 93
Oil Chemical and Pharmaceuticals: Diversification, New
Products Mark Retrenchment. Jennifer Stoffel, Business
Marketing, 70 (May 1985), pp. 132-142. [Industry analysis,
Many companies, Many products, Innovations.] 94
Liquor Makers Try the Hard Sell in a Softening Market/
Stra~berry Schnapps Now, Coffee Cordials Next Year. Amy
Dunkin, Mark N. Vamos, Andrew B. Wilson, and Maralyn
Edid, Business Week, Industrial/Technology Edition (No. 2894,
May 13, 1985), pp. 56-60. [Trends, Business Week survey,
Changing attitudes, Warning labels, Excise tax, New prod-
ucts, Statistical data.] 95
TR~: Digging Even Deeper into Data Services. Zachary
Schiller and Catherine L. Harris, Business Week, Industrial
Technology Edition (No. 2901, July 1, 1985), pp. 80-81. [Case
study, Diversification, Information services, Title and ap-
praisal data, Credit data.] 96
Market Positioning in High Technology. Regis McKenna
California_ M~nagement Review, 27 (Spring 1985), pp. 82_'._
108. [G1:11delmes; Building credibility, Computer industry,
Product mformatton, Word-of-mouth communication strate-
~.] n pp. 28-31. [Corporate strategy implementation, Determining
Plowing Up Profits. Robert Bott, Canadian Business (Can-
ada), 58 (May 1985), pp. 64-70. [Case study, Farm machin-
ery, 4-wheel drive tractors.] 98
104 I Journal of Marketing, April 1986
Travel Discount Card Pulls Big Results in New Market.
Derek Hollett, Direct Marketing, 48 (May 1985), pp. 88-95.
[Case study, Direct mail advertising, Airline industry.] 99
New Marketing Game: Stealing Customers. Aimee L. Stern,
Dun's Business Month, 125 (February 1985), pp. 48-50. [Dis-
cussion, Information services, Precision target marketing,
Market share.] 100
Aspects of Price Policy, Product Policy, and Costs in a
Recession. U. Schafter and M. T. Roper, European Journal
of Marketing (UK), 19 (No. 1, 1985), pp. 12-19. [Economic
analysis, Product life cycle, New product development, Ger-
many and UK.] 101
Now, the Japanese Challenge in Microprocessors. Bro
Uttal, Fortune, 112 (July 8, 1985), pp. 110-116. [Case
study, Electronics industry, Market entry, Product develop-
ment.] 102
Marketing Strategies to Maintain Full Employment. Fred
K. Foulkes and Anne Whitman, Harvard Business Review, 63
(July/ August 1985), pp. 30-34. [Survey of company policies,
Stabilizing production, Guidelines.] 103
The Significance of Market Size. Paul Hague, Industrial
Marketing Digest (UK), 10 (Second Quarter, 1985), pp. 139-
146. [Guides, Investigating market size, UK.] 104
Tandy Strives to Refocus Its Worldwide Personal Com-
puter Image. David Garfinkel, International Management
(UK), 40 (May 1985), pp. 35-37. [Case study, New products,
European operations, Retail outlets.] 105
Social Power Bases of Marketing Executives: The Re-
lationship with Organizational Climate. Stephen W.
McDaniel, Charles M. Futrell, and A. Parasuraman, Jour-
nal of Business Research, 13 (February 1985), pp. 77-85.
[Survey of marketing executives, Organization theory,
Power dimensions, Organizational dimensions, Correlation
analysis.] 106
Alliance: The New Strategic Focus. Barrie G. James, Long
Range Planning (UK), 18 (June 1985), pp. 76-81. [Discus-
sion and guidelines, Business alliances, Joint ventures, Market
access, Technology acquisition, Limitations.] 107
Strategies for Marketing New Computer Products. Merlin
Stone, Long Range Planning (UK), 18 (June 1985), pp. 41-
54. [Discussion and guidelines, Product introduction, Spe-
cialization options.] 108
Strategic Implications of Market Share Attraction Models.
Aneel Kamani, Management Science, 31 (May 1985), pp. 536-
547. [Game theory used to analyze a market share attraction
model.] 109
The Beer Market Falls Flat. Laura Konrad Jereski, Market-
ing and Media Decisions, 20 (May 1985), pp. 123-138. [In-
dustry Rrofile, Statistical data, Lifestyle changes, Aging of US
population, Low alcohol and light beers.] 110
Whirlpool Puts a New Spin on Its Long-Term Plans. Wally
Wood, Marketing and Media Decisions, Special Issue, 20
(Spring 1985), pp. 85-91. [Case study, Appliances, New
products, Advertising.] 111
S~ccess by Chemistry: Behind Corporate Matchmaking.
Sidney Schoeffler, Marketing Communications, 10 (June 1985),
appropriate management skills.] 112
Who Are We? Part Two. Alyse Lynn Booth, Public Rela-
tions Journal, 41 (July 1985), pp. 13-18. [Case studies,
Corporate culture, Organizational behavior, Company im-
age.] 113
When Sales Meets Marketing. Sales and Marketing Man-
agement, 134 (May 13, 1985), pp. 59-65. [A roundtable dis-
cussion of sales and marketing, Organizational structure,
Functional relationship.] 114
Lever and P&G Wage a Good, Clean Fight. Rayna Skolnik,
Sales and Marketing Management, 134 (June 3, 1985),
pp. 47-49. [Case study, Market shares, Competition, Many
products.]
115
Entering New Businesses: Selecting Strategies for Success.
Edward B. Roberts and Charles A. Berry, Sloan Management
Review, 26 (Spring 1985), pp. 3-17. [Decision framework,
Literature review, Case analysis, Market entry, Internal de-
velopment, Acquisition, Venture capital.] 116
2.2 Retailing
See also 2,5,26,32,79, 105, 146, 148, 149,152, 153, 159,240,
282,331,372
Mit dem Frische-Discount segen Fast-Food-Ketten (The
Marketing of Food-Fresh versus Fast). Absatzwirtschaft
(Germany), 28 (January 1985), pp. 24-26. [Trends, Grocery
retailing, Many countries.] 117
Supermarketing Success. Edward W. McLaughlin and Gene
A. German, American Demographics, 7 (August 1985),
pp. 34-37. [Trends, Grocery industry, Merchandising strate-
gies, Segmentation, Product offerings.] 118
How Leading Retailers Stay on Top. Max L. Densmore
and Sylvia Kaufman, Business, 35 (April/May /June 1985),
pp. 28-35. [Study of trends, Survey of corporate officers,
Customers' perceptions of value, Quality merchandis-
ing.] 119
Catalog Showrooms Revamp to Keep Their Identity.
Kimberley Carpenter, Business Week, Industrial/Technology
Edition (No. 2898, June 10, 1985), pp. 117, 120. [Trends,
Retail strategy, Store design.] 120
Computer Technology Is Key to Segmentation and Service.
Henry A. Johnson, Direct Marketing, 48 (June 1985), pp. 66-
69, 118-119. [Trends, Mail-order business, Psychographic
segmentation, Spiegel, Personalized service.] 121
Cable Shopping Channel Woos Viewers via Direct Re-
sponse. James Yates, Direct Marketing, 48 (June 1985),
pp. 76-84, 149. [Case study; Direct selling; Live, 24-hour
television shopping program.] 122
Retailing without Stores: An Examination of Catalog
Shoppers. James R. Lumpkin and Jon M. Hawes, Journal of
Business Research, 13 (April 1985), pp. 139-151. [Consumer
survey, Catalog shopping services, User profile, Statistical
analysis.] 123
Mergers and Acquisitions in Retailing: A Review and Crit-
ical Analysis. Roger A. Kerin and Nikhil Varaiya, Journal of
Retailing, 61 (Spring 1985), pp. 9-34. [Historical and eco-
nomic analysis, Trends, 1976 to 1983, Foreign acquisitions,
Market extension vs. diversification, Return on equity.] 124
The Relationships between Job Attitudes, Personal Char-
acteristics, and Job Outcomes: A Study of Retail Store
Managers. George H. Lucas, Jr., Journal of Retailing, 61
(Spring 1985), pp. 35-62. [Model development, Store man-
agers of a national retail chain, Job satisfaction, Performance,
Turnover, Regression analysis.] 125
Group-Administered Bonus Pay and Retail Store Perfor-
mance: A Two-Year Study of Management Compensation.
James R. Terborg and Gerardo R. Ungson, Journal of
Retailing, 61 (Spring 1985), pp. 63-77. [Empirical study,
Strategic impact of compensation system, Data from a
chain of general merchandise stores, Motivation and perfor-
mance.] 126
Examining Retail Image before and after a Repositioning
Strategy. Phillip E. Downs and Joel B. Haynes, Journal of
the Academy of Marketing Science, 12 (Fall 1984), pp. 1-24.
[Comparative study, Survey of consumer and manage-
ment perceptions, Relocation, Positive changes, Negative
changes.] 127
UK Retail Store Location Assessment. L. P. Simkin, P.
Doyle, and J. Saunders, Journal of the Market Research So-
ciety (UK), 27 (April 1985), pp. 95-108. [Survey of current
practices, 200 companies in the UK, Use of special-
ists, Regression analysis, Failure of retailers to adopt mod-
els.] 128
K Mart's Market Basket Gamble Begins to Pay Off. Isadore
Barmash, Marketing and Media Decisions, Special Issue, 20
(Spring 1985), pp. 115-120. [Case study, Brand names, Larger
assortment, Stepped up advertising, Store renovations.] 129
The Psychological Relationship between Self-Image, Prod-
uct Image, and Store Image with Regard to Retailing.
Robert E. Hite and Joseph A. Bellizzi, Mid-South Business
Journal, 5 (April 1985), pp. 7-11. [Theoretical model, Image
equilibrium, Market strategy.] 130
Store Location: Problems and Methods 4: Local Site and
Store Evaluation Issues. Sophie Bowlby, Michael Breheny,
and David Foot, Retail and Distribution Management (UK),
13 (March/April 1985), pp. 40-44. [Guidelines, Location
analysis.] 131
Change and Continuity in Japanese Retailing. J. A.
Dawson, Retail and Distribution Management (UK), 13
(March/April 1985), pp. 46-50. [Trends, New distribution
methods, Traditional Japanese practices, Japanese retailing
values.] 132
The "Ultimate" Shed. Sue Sharples, Retail and Distribution
Management (UK), 13 (March/ April 1985), pp. 29-33. [Case
study, Retail store design, UK.] 133
Competing Successfully in a Dynamic World. David Walters
and Derek Knee, Retail and Distribution Management (UK),
13 (March/April 1985), pp. 11-17. [Trends, Emerging con-
sumption patterns, Retail changes, UK.] 134
Checklist of Key Shrink Indicators. Peter Berlin, Retail
Control, 53 (March 1985), pp. 36-39. [Guidelines, Employee
theft indicators, Shoplifting indicators.] 135
Labor Variance Analysis via P.C. T. L. Elliott, Retail Con-
trol, 53 (March 1985), pp. 27-33. [Case studies; Workforce
planning; Lotus 1, 2, 3 worksheet; Analysis reports.] 136
How the Independent Store Can Benefit from Strategic
Planning. David A. Horr, Retail Control, 53 (March 1985),
pp. 40-48. [Discussion, Strategic planning vs. long-range
planning, Pitfalls to avoid.] 137
The Responsibilities and Interrelationships of the Indepen-
dent CPA and Internal Auditor in the Performance of a
Retail Audit. Marc Levine and Joel G. Siegel, Retail Control,
53 (April/May 1985), pp. 37-47. [Discussion, Cooperation,
Cost reduction.] 138
Marketing Literature Review I 105
How Senior Management Can Cash In on the Information
Revolution. James E. Samples and Cyrus C. Wilson, Retail
Control, 53 (April/May 1985), pp. 22-31. [Discussion, Com-
puter-based decision support systems, Applications.] 139
Methods of Analyzing and Improving Store Profitabil-
ity. Michael T. Steven, Retail Control, 53 (March 1985),
pp. 49-64. [Case study, Return on investment, Financial
ratios.] 140
2.3 Wholesaling
See 162
2.4 Channels of Distribution
See also 73,90,123,181,265
High Style by Catalog: LaCosta Spa-Life for Sale. Pete
Hoke, Direct Marketing, 47 (April 1985), pp. 70-84. [Case
study, Cosmetics, Catalogs.] 141
Checklist Offers Approaches to Utilize Records for Growth.
Robert E. Weinberg, Direct Marketing, 48 (May 1985),
pp. 82-87. [Guidelines, Information necessary for an accurate
direct marketing customer record, Mailing lists.] 142
The Differential Effects of Exercised and Unexercised Power
Sources in a Marketing Channel. John F. Gaski and John
R. Nevin, Journal of Marketing Research, 22 (May 1985),
pp. 130-142. [Empirical study, Use of power, Conflict and
satisfaction.] 143
Implicit Understandings in Channels of Distribution.
Steven M. Shugan, Management Science, 31 (April 1985),
pp. 435-460. [Model development, Learning, Influence at-
tempts, Retail prices, Channel member profits.] 144
Can Anyone Duplicate Canon's Personal Copiers' Success?
Marianne Meyer, Marketing and Media Decisions, Special Is-
sue, 20 (Spring 1985), pp. 97-101. [Case study, Competition,
Step-by-step merchandising, Dealer network, Department stores,
Mail order.] 145
2.5 Physical Distribution
See also 271
Centralized versus Store-Controlled Merchandise Replen-
ishment. Anthony Joseph, Retail Control, 53 (April/May 1985),
pp. 2-21. [Discussion, Chain stores, Inventory management,
Merits and drawbacks of a pull vs. push system.] 146
2.6 Pricing
See also 18,24,101,144,190,222,272,273,298
Establishing Strategy and Determining Costs in the Pricing
Decision. Stewart A. Washburn, Business Marketing, 70 (July
1985), pp. 64-78. [Guidelines and analysis, Ranges of price,
Type of good.] 147
Price-Size Relationships and Customer Reactions to a Lim-
ited Unit-Pricing Programme. Peter J. McGoldrick and Helen
J. Marks, European Journal of Marketing (UK), 19 (No. 1,
1985), pp. 47-64. [Consumer survey, Grocery stores, Retailer
attitudes, UK.] 148
Spatial Economics: Implications for Food Market Re-
sponse to Retail Price Reporting. M. D. Faminow and Bruce
L. Benson, Journal of Consumer Affairs, 19 (Summer 1985),
pp. 1-19. [Economic analysis, Price information, Consumer
behavior, Pricing decisions.] 149
Do Higher Prices Signal Higher Quality? Eitan Gerstner,
Journal of Marketing Research, 22 (May 1985), pp. 209-215.
106 I Journal of Marketing, April 1986
[Study, Data obtained from various issues of Buying Guide,
145 products, Price-quality relation.] 150
The Pricing Decision: A Service Industry's Experience. Joe
F. Goetz, Jr., Journal of Small Business Management, 23 (April
1985), pp. 61-67. [Survey of firms, National sample, Pricing
strategy, Pricing objectives, Competitive pricing, Cost based
prices, Statistical analysis.] 151
Reducing Markdowns for Increased Profitability. Robert
M. Frazier, Retail Control, 53 (March 1985), pp. 2-26.
[Guidelines, Traditional markdown approach, Sell-through ap-
proach.] 152
The Debate over Resale Price Maintenance. Stanley Roth,
Sr., Retail Control, 53 (April/May 1985), pp. 48-59. [Dis-
cussion, Gross margin vs. sales per square foot, Consumer
interests, Return on investment.] 153
2.7 Product
See also 12,14,22,30,35,46,49,59,62,63,69,72,81,82,93,94,
95,101,102,108,118,119,150,191,198,215,222,223,270,
298,300,307 ,318,324,329 ,330,361
Good Design Is. Ralph Caplan, Across the Board, 22
(May 1985), pp. 23-26. [Discussion, Design quality, Crite-
ria.] 154
The Creative Process at Herman Miller. Robert J. McClory,
Across the Board, 22 (May 1985), pp. 8-22. [Case study,
Office furniture industry, Innovation, Product quality.] 155
Advertising Age, 56 (June 6, 1985), pp. 15-34. [Eight articles
on licensing; Survey of licensors; Clothing and accessories;
Toys and cereals; Character, cartoon, corporate trademark, and
baseball licensing.] 156
Advertising Age, 56 (July 18, 1985), pp. 13-42. [Four-
teen articles on the liquor industry, Declining sales, Mergers,
Case studies, New products and strategies, Many com-
panies.] 157
The Sponge Is Selling Again. Teresa Carson, Business Week,
Industrial/Technology Edition (No. 2899, June 17, 1985),
pp. 65-72. [Case study, Pharmaceutical industry, Product
introduction.] 158
"I Guarantee, Warrant, Certify, Promise . . . "Herschell
Gordon Lewis, Direct Marketing, 48 (June 1985), pp. 98-
103. [Discussion, Guarantees as direct marketing tools, Types
of guarantees, Wording and phrasing.] 159
Coke's Brand-Loyalty Lesson. Anne B. Fisher, Fortune, 112
(August 5, 1985), pp. 44-46. [Case study, Risk related to
product change, Limitations to market research.] 160
Courting the Well-Heeled Car Shopper. Anne B. Fisher and
Alan Farnham, Fortune, 112 (August 5, 1985), pp. 50-56.
[Trends, Japanese, US, and European carmakers; Competi-
tion; Upscale product lines; Product changes.] 161
Soft Drink Wars: The Next Battle. Monci Jo Williams, For-
tune, 111 (June 24, 1985), pp. 70-72. [Trends, The non-cola
market, Product introduction, Advertising, Bottler coopera-
tion.] 162
A Redesign for Engineering. Arnold 0. Putman, Harvard
Business Review, 63 (May /June 1985), pp. 139-144. [Guide-
lines, Integrated manufacturing, Benefits, Organizational bar-
riers.] 163
How to Build a Product Licensing Program. John A. Quelch,
Harvard Business Review, 63 (May /June 1985), pp 186-197.
[Discussion and guidelines, Trends, Reasons to license, Dis-
advantages.] 164
Revitalizing Weak Industrial Products. George J. Avlonitis,
Industrial Marketing Management, 14 (May 1985), pp. 93-
105. [In-depth interviews and mail questionnaires, Managing
the product line, UK engineering industry, Statistical analy-
sis.] 165
Concorde: Still Up in the Air. Allan Piper, International
Management (UK), Europe Edition, 40 (May 1985), pp. 41-
46. [Case study, Airline industry, SST, Product acceptance,
UK, France.] 166
The Audience Potential of the New Technologies: 1985-1990.
Hugh M. Beville, Jr., Journal of Advertising Research, 25
(April/May 1985), pp. RC 3-10. [Trends, Possible devel-
opments in television, Has-beens, Hopefuls, Cable substitutes,
Challengers.] 167
Strategic Issues in New Product Introductions. Charles Jones,
Journal of Advertising Research, 25 (April/May 1985),
pp. RC 11-13. [Case histories, Product development, Four
strategies.] 168
Program Research at NBC, or Type 1 Error as a Way of
Life. William S. Rubens, Journal of Advertising Research, 25
(June/July 1985), pp. RC 12-15. [Case study, Program de-
velopment, Program testing, Concept testing.] 169
Industrial Firms' New Product Strategies. Robert G. Cooper,
Journal of Business Research, 13 (April 1985), pp. 107-121.
[Empirical study, Innovation, Data from 122 Canadian firms,
Regression analysis, Dimensions of new product strategy,
Overall performance, Canonical correlation.] 170
Using Decision-Systems Analysis to Formalize Product De-
velopment Processes. Ilkka A. Ronkainen, Journal of Busi-
ness Research, 13 (February 1985), pp. 97-106. [Guide-
lines and discussion, Evaluating product ideas, Minimizing
risk.] 171
Structural Information Factors Which Stimulate the Use
of Nutrition Information: A Field Experiment. Thomas E.
Muller, Journal of Marketing Research, 22 (May 1985),
pp. 143-157. [Experiment, Product choice, Point-of-purchase
signs, Analysis of covariance, Variation among brands, Pre-
sentation format.] 172
Innovation in the Systems Business: Dynamics of Auton-
:>my and Cooperation. Glenn C. Bacon, Journal of Product
Innovation Management. 2 (June 1985), pp. 107-112. [Dis-
cussion, Product development, Internal venturing, Research
environment, Management paradigm.] 173
Determinants of Success in the Development of Applica-
tions Software. Christopher A. Voss, Journal of Product In-
novation Management. 2 (June 1985), pp. 122-129. [Survey,
Statistical analysis, Innovations, UK.] 174
The Role of Users in the Development of Applications Soft-
ware. Christopher A. Voss, Journal of Product Innovation
Management, 2 (June 1985), pp. 113-121. [Study, User par-
ticipation in the innovation process, Users as sources of prod-
ucts, UK.] 175
Risk Return Approach to Product Portfolio Strategy. Rich-
ard N. Cardozo and Jerry Wind, Long Range Planning (UK),
18 (April 1985), pp. 77-85. [Managerial model, Product-line
decisions, Statistical analysis, Guidelines, Example.] 176
Staying Close to the Action. Patricia Tisdal!, Marketing (UK),
22 (July 18, 1985), pp. 32-36. [Discussion, Package design
and labeling, Brand image, Examples.] 177
NutraSweet Fattens the Diet Food Field. Marketing and Me-
dia Decisions, Special Issue, 20 (Spring 1985), pp. 103-108.
[Case study, New low calorie product categories, Advertising
campaign creates brand loyalty in end users.] 178
Restoring Jaguar's Roar. Rebecca Fannin, Marketing and
Media Decisions, 20(June 1985),pp. 75-79, 192. [Case study,
Improved quality, New models, Image advertising.] 179
How J-Cars Went from Jinx to Jackpot. Laura Konrad
Jereski, Marketing and Media Decisions, Special Issue, 20
(Spring 1985), pp. 71-77. [Case study, Product positioning,
Reintroduction, New advertising campaign.] 180
The Wishbone Offense: Branding a Commodity. Laura
Konrad Jereski, Marketing and Media Decisions, 20 (May
1985), pp. 80-84, 176. [Trends, Fresh chicken, Brand
identification, Regional brands, National brand, Distribu-
tion.] 181
New Business Mavericks: Let 'Em Loose! Marketing Com-
munications, 10 (June 1985), pp. 23-26. [Organizational
structure, Innovation and product development, In-house
entrepreneurial development groups vs. venture capital
groups.] 182
It's in the Bag, Box, Bottle, Can. Thomas F. Dillon and
Robert R. Blume!, Purchasing World, 29 (June 1985),
pp. 62-69. [Discussion, Packaging's multiple functions,
Customer information, User convenience, Stacking
strength.] 183
2.8 Sales Promotion
See also 24,172,250,275
Advertising Age, 56 (May 2, 1985), pp. 15-46. [Sixteen ar-
ticles on premiums and promotions; Trends and statistics; Case
studies; Travel; Auto sales, computers, fast food, diapers, un-
derwear, and supermarkets; Missing children reports.] 184
Free as the Air. Anne McGrath, Forbes, 135 (June 3, 1985),
pp. 208-212. [Trends, Frequent flyer bonuses, Review of pro-
grams.] 185
Consumer Promotion. Incentive Marketing. 159 (May 1985),
pp. 43-59. [Survey of consumer premium users, Mail-in pro-
motions, Direct premiums, Sweepstakes and contests, Self-
liquidators, Point-of-purchase displays.] 186
Cable Television: Audience Participation. Les Luchter, In-
centive Marketing, 159 (May 1985), pp. 68-77. [Trends,
Contests and sweepstakes to build larger audiences, 800 num-
bers, Employee incentives, Affiliate incentives.] 187
Beyond the Logo. John Lloyd, Industrial Marketing Digest
(UK), 10 (Second Quarter, 1985), pp. 115-121. [Discussion,
Corporate identity, Corporate image, Public relations.] 188
Effectiveness of Floor Displays on the Sales of Retail Prod-
ucts. Jean Paul Gagnon and Jane T. Osterhaus, Journal of
Retailing, 61 (Spring 1985), pp. 104-116. [Field study, Gro-
cery and drug stores, How floor displays affect the sale of
display items and items stocked on store shelves, Statistical
analysis.] 189
"War Games" in Retail Promotions. Marc Schnapp, Mar-
keting Communications, 10 (June 1985), pp. 85-88, 126.
[Software package reviews, Software to evaluate the effec-
tiveness of various trade promotion strategies, Price.] 190
What's Hot and How It Got That Way. Hanna Rubin,
Public Relations Journal, 41 (June 1985), pp. 22-25.
Marketing Literature Review / 107
[Trends, Campaigns, Case studies, Food processing, Liquor,
Colleges.] 191
2.9 Advertising
See also 5, 14, 15,39,40,41,44,48,49,50,52,54,55,56,65,68,75,
76,77 ,78,91,97,99,113, 130, 142, 162, 167' 169, 191, 278, 301,
309,316,332,334,350,351,352,355
Advertising Age, 56 (May 30, 1985), pp. 13-27. [Eight arti-
cles on trends in cable TV, Deregulation, Forecast, Interactive
and stereo cable, Cable audio, Movies.] 192
Advertising Age, 56 (July 25, 1985), pp. 15-52. [Thirteen ar-
ticles on newspapers, Trends, Standard advertising units, Clas-
sified revenues, Alternative newspapers, Suburban dailies, Black
newspapers.] 193
Advertising Age, 56 (August 1, 1985), pp. 15-48. [Nine ar-
ticles on Leo Burnett agency, Corporate history, Former staff
now at other firms, Training program, History of major ac-
counts.] 194
Schonfeld Tracks Ad Spending. Advertising Age, 56 (July
15, 1985), p. 39. [Statistical data, Schonfeld and Associates,
9th annual report on individual company advertising budgets
and spending ratios.] 195
Buyouts Reshape '84 Media Rankings/Leading Media
Companies Play Acquisition Roulette in Building a Reve-
nue Base. R. Craig Endicott, Advertising Age, 56 (June 27,
1985), pp. 1-64. [Rankings, Statistics, Profiles, 100 leading
US media companies, Acquisitions.] 196
Second 100 Chart 26.7% Ad Growth. R. Craig Endicott,
Advertising Age, 56, Special Issue (June 13, 1985), pp. 1-2.
[Statistical data, Rankings, Spending in nine advertising me-
dia.] 197
Yugo: The Beetle of the '80s Seeks Its Niche in US Car
Market. Gail Nurre, Ad Forum, 6 (May 1985), pp. 57-59.
[Case study, Advertising campaign, Mini-compact car, Mar-
keting approach.] 198
British Petroleum Leads Way in Direct Response Adver-
tising. Richard Stollenwerck, Direct Marketing, 47 (April 1985),
pp. 46-52. [Survey of major European companies, Industrial
advertising, Case studies, UK.] 199
New Power in Buying TV Time. Aimee Stem, Dun' s Busi-
ness Month, 125 (June 1985), pp. 59-60. [Trends, Media buy-
ing services, Advantages.] 200
I'm Going to Like You, Am I? David Bernstein, Industrial
Marketing Digest (UK), 10 (Second Quarter, 1985), pp. 25-
34. [Discussion; Airline industry; Business travelers; Price,
comfort, and service vs. image promotion.] 201
The Reply Card as Sales Lead Qualifier. Tony Cole, In-
dustrial Marketing Digest (UK), 10 (Second Quarter, 1985),
pp. 103-112. [Guidelines, Direct mail promotions.] 202
Effective Advertising in Industrial Supplier Directories.
Donald R. Lehmann and Joel H. Steckel, Industrial Marketing
Management, 14 (May 1985), pp. 107-111. [Content analy-
sis, Ad characteristics, Regression analysis, Size of ads, Pres-
ence of logo vs. pictures.] 203
Effects of Humor in a Radio Advertising Experiment.
Calvin P. Duncan and James Nelson, Journal of Advertising,
14 (No. 2, 1985), pp. 33-40, 64. [Experiment, Manipulated
humor and perceived humor, Attention, Attitude to ad, Irri-
tation.] 204
Effects of Scheduling on Retention of Advertising Mes-
108 / Journal of Marketing, April 1986
sages. Debbora T. A. Heflin and Robert C. Haygood, Journal
ofAdvertising, 14 (No. 2, 1985), pp. 41-47, 64. [Experiment,
Television commercials, Levels of spacing/concentration, Re-
call/recognition.] 205
The Effect of Sexual Embedding on Responses to Magazine
Advertisements. William E. Kilbourne, Scott Painton, and
Danny Ridley, Journal of Advertising, 14 (No. 2, 1985),
pp. 48-56. [Experiment and follow-up, Semantic scales, Ex-
plicit sexual stimuli, Ad effectiveness.] 206
Estimating Newspaper Cumulative Audiences. Gary
Kurzbard and Lawrence C. Soley, Journal of Advertising, 14
(No. 2, 1985), pp. 57-61. [Regression analysis, Audience data
on the readership of daily newspapers in 51 SMSAs, Vehicle
rating, Average issue-readership.] 207
How to Know If Your Advertising Is Working. Robert F.
Auterbom, Journal of Advertising Research, 25 (February/
March 1985), pp. RC 9-11. [Discussion, Executive's under-
standing of the advertising function, Advertising manager's
educational roles, In-house communication.] 208
Advertising to Women with Different Career Orientations.
Thomas E. Barry, Mary C. Gilly, and Lindley E. Doran, Jour-
nal of Advertising Research, 25 (April/May 1985), pp. 26-
35. [Experiment, Relative desire to work, Career oriented ad-
vertising, Appeals to homemakers.] 209
Word of Mouth: The Indirect Effects of Marketing Efforts.
Barry L. Bayus, Journal of Advertising Research, 25 (June/
July 1985), pp. 31-39. [Model development and test, Field
experiment, Model of word-of-mouth influences, Adver-
tising can stimulate WOM communications, Statistical anal-
ysis.] 210
Tracking Studies and Sales Effects: A U .K. Perspective.
Gordon Brown, Journal of Advertising Research, 25 (Febru-
ary /March 1985), pp. 52-64. [Trends in market research,
Comparison and evaluation, Ad effectiveness.] 211
What Business-to-Business Advertisers Can Learn from
Consumer Advertisers. Yolanda Brugaletta, Journal of Ad-
vertising Research, 25 (June/July 1985), pp. RC 8-9. [Dis-
cussion, Exploratory research, Characteristics that differen-
tiate industrial and consumer advertising, Guidelines.] 212
Tracking Advertising and Promotion Performance with
Single-Source Data. Gerald J. Eskin, Journal of Advertising
Research, 25 (February/March 1985), pp. 31, 33-39. [Dis-
cussion, Electronic data capture, Purchase data, Viewing data,
Examples.] 213
Radio Audience Accumulation over Multiple Weeks.
Martin R. Fra11ke1 and Michael G. Occhiogrosso, Journal of
Advertising Research, 25 (June/July 1985), pp. 23-26,
27-30. [Diary data, Model for prediction of reach and fre-
quency of radio spots, Radio listening behavior, Statistical
analysis.] 214
Advertising Tracking Studies: Packaged Goods Case His-
tories. Douglas F. Haley, Journal of Advertising Research,
25 (February /March 1985), pp. 45-51. [Research methodol-
ogy, Benefits, Campaign evaluation and control.] 215
Profiling the Zappers. Carrie Heeter and Bradley S.
Greenberg, Journal of Advertising Research, 25 (April/May
1985), pp. 15-19. [Five surveys, Large sample, The "choice"
process, Advance selection, Search, Reevaluation, Young
adults, Remote control devices.] 216
Solving Problems in New Ways: A Research Challenge!
Ronald B. Kaatz, Journal of Advertising Research, 25 (June/
July 1985), pp. RC 10-11. [Discussion, Media research, Lim-
itations of traditional audience measurement, New research tools,
Why people choose to be exposed to media.] 217
Zapping-The Real Issue Is Communication. Barry M.
Kaplan, Journal of Advertising Research, 25 (April/May
1985), pp. 9-12. [Trends, Television advertising, Consumer
behavior, Suggested measure.] 218
The Circuit of Effects in Tracking Advertising Profitabil-
ity. William T. Moran, Journal of Advertising Research, 25
(February /March 1985), pp. 25-29. [Discussion, Advertising
effectiveness.] 219
Channel Flickers and Video Speeders. David A. Yorke
and Philip J. Kitchen, Journal of Advertising Research,
25 (April/May 1985), pp. 21-25. [Survey, Viewer behavior
during commercial breaks, VCR users, Remote control users,
UK.] 220
Does Attitude toward the Ad Affect Brand Attitude under
a Brand Evaluation Set? Meryl Paula Gardner, Journal of
Marketing Research, 22 (May 1985), pp. 192-198. [Experi-
ment, Determinants of brand evaluation, Statistical analy-
sis.] 221
The Effect of Advertising on Consumer Price Sensitivity.
Lakshman Krisnamurthi and S. P. Raj, Journal of Marketing
Research, 22 (May 1985), pp. 119-129. [Panel data, Theo-
retical framework, Increased advertising led to a decrease in
price elasticity, Product quality.] 222
The Effectiveness of Advertising Explicit Warranties.
Grahame R. Dowling, Journal of Public Policy and Market-
ing, 4 (1985), pp. 142-152. [Experiment, Australian sub-
jects, Print ads, Reduction of perceived risk, Intention to
buy.] 223
A Longitudinal View of Women's Role Portrayal in Tele-
vision Advertising. Marjorie Caballero and Paul J. Solomon,
Journal of the Academy of Marketing Science, 12 (Fall 1984),
pp. 93-108. [Comparative analysis, Content analysis of TV
commercials aired in 1977 and 1980, Trends, Decorative roles,
Career oriented roles, Age.] 224
Situational Factors Affecting Preschoolers' Responses to
Advertising. T. K. Clarke, Journal of the Academy of Mar-
keting Science, 12 (Fall 1984), pp. 25-40. [Experiment, Fac-
torial design, Preoperational age children, Product knowledge,
Advertising frequency, Context effects.] 225
An Analysis of Optimal Advertising under Uncertainty. Dung
Nguyen, Management Science, 31 (May 1985), pp. 622-633.
[Economic analysis, Math model, 1956-1979 data for 12 brands,
Optimal advertising expenditures, Specifying response.] 226
Sales Promotion: An English Plan Abroad. Brian Oliver,
Marketing (UK), 21 (April 25, 1985), pp. S 2-6. [Trends, UK
sales promotion agencies, Global marketing.] 227
Art of the State. Alice Rawsthorn, Marketing (UK), 22 (July
4, 1985), pp. 28-31. [Trends, France, Deregulation, State
controlled television, Advertising regulations, Pay TV, Ra-
dio.] 228
1984 Brand Leaders in Newspapers. Kevin Baker, Market-
ing and Media Decisions, 20 (June 1985), pp. 101-136. [Sta-
tistical data, Volume of advertising, Top 100 national news-
paper advertisers.] 229
"There Ain't No Cure for the Summertime Blues." Bill
Dunlap, Marketing and Media Decisions, 20 (June 1985),
pp. 80-86. [Discussion, Declining summer audiences, Inde-
pendent stations, Advertising prices.] 230
Toying with How to Wed Marketing with Media. Rebecca
Fannin, Marketing and Media Decisions, 20 (June 1985),
pp. 60-64. [Trends, Media departments, Changing roles,
Examples.] 231
"Right-Hand Page, Far Forward." Lionel Kaufman, Mar-
keting and Media Decisions, 20 (May 1985), pp. 72-73, 150-
152. [Discussion, Magazines, Positioning of an ad, Prime space,
Placement requests, Back cover.] 232
Buying Topeka: Campbell-Ewald's Solution. Marianne
Paskowski, Marketing and Media Decisions, 20 (June 1985),
pp. 52-58, 185. [Trends, Advertising agencies, New organi-
zational structure, Local market experts.] 233
The Flag, Apple Pie . • • and High Life. Marianne
Paskowski, Marketing and Media Decisions, 20 (May 1985),
pp. 60-70, 155, 165, 166. [Case study, Advertising cam-
paign, Brand image, Traditional American values.] 234
Sold on Sunday/ A Great Sunday without the Fudge.
Valerie Free, Marketing Communications, 10 (June 1985),
pp. 32-64. [Trends, Sunday newspaper magazines, Reader-
ship, Circulation data, Effectiveness compared to televi-
sion.] 235
A Developmental Study of Preference for Advertised Toys.
Mary Ann Fischer, Psychology and Marketing, 2 (Spring 1985),
pp. 3-12. [Experiment, Effects of ads on children, Age of
child.] 236
Picture-Perfect Photographs Help Sell Story Ideas. Michael
Alexander, Public Relations Journal, 41 (July 1985), pp. 5-
7. [Guidelines, Press releases, Photojournalists as consultants,
Photo quality.] 237
Breaking the Ice. Steve Mehlman, Public Relations Journal,
41 (May 1985), pp. 16-20. [Case study, Professional sports,
Advertising campaigns.] 238
Sales and Marketing Management, 134 (May 13, 1985),
pp. 81-107. [Three articles on cooperative advertising, Media
and manufacturer support, Vertical marketing, Comparison of
its being customer-controlled vs. supplier-controlled, Guide-
lines.] 239
2.10 Personal Selling
See also 185,248,251,255,256,257
Toyota's Foot Soldiers. Kenneth F. Englade, Across the Board,
22 (July/August 1985), pp. 9-10. [Case study, Direct selling,
Selling cars door-to-door.] 240
The Selling Edge-Credit Problems, Selling Opportunities.
Raymond Breyfack, American Salesman, 30 (June 1985),
pp. 12-15. [Guidelines, Helping the customer restore good
credit.] 241
An Investment in Your Future. Archie Jordan, American
Salesman, 30 (July 1985), pp. 16-19, 30. [Guidelines, Per-
formance appraisal.] 242
Techniques for Handling Objections. Charles L. Lapp,
American Salesman, 30 (July 1985), pp. 3-6. [Guidelines,
Tactics, Ways to handle objections to a sales pitch.] 243
Turn a Weakness into a Strength. John Nemec, American
Salesman, 30 (June 1985), pp. 26-29. [Guidelines, Training
manual, Keep a journal of techniques.] 244
Under the Microscope. William S. Pierson, American Sales-
man, 30 (June 1985), pp. 16-19. [Guidelines, Sales presen-
tations.] 245
Marketing Literature Review I 109
Can You Ever Afford to Lose Your Temper? Ted Pollock,
American Salesman, 30 (June 1985), pp. 20-25. [Guidelines,
Customer/seller relationship, Staged anger.] 246
How We Sell Universal Life. Douglas C. Schwarzwaelder,
Insurance Sales, 128 (May 1985), pp. 20-24. [Discussion,
Sales presentations, Comparison, Universal life, Whole life,
Term insurance.] 247
2.11 Sales Management
See also 242,266,276,377
A Portfolio Model to Improve Sales Call Coverage.
Raymond W. LaForge and Clifford E. Young, Business, 35
(April/May/June 1985), pp. 10-16. [Managerial model,
Guidelines, Time allocation, Example, Benefits.] 248
The Power of the Sales Information System: How to Har-
ness the Information Revolution and Boost Your Sales
Productivity. Charles W. Stryker, Business Marketing, 70
(June 1985), pp. 120-128. [Guidelines, Sources of informa-
tion.] 249
Marketing Muscle and the Videodisc: How to Exploit the
Marriage of Video and Computer Programming. Marcia
Watson, Jeff Kemph, and Judith Steele, Business Marketing,
70 (June 1985), pp. 130-140. [Guidelines, Point-of-purchase
selling, Customer and sales training aid.] 250
Empirical and Judgment-Based Sales-Force Decision
Models: A Comparative Analysis. Raymond W. Laforge and
David W. Cravens, Decision Sciences, 16 (Spring 1985),
pp. 177-195. [Literature review, Model comparison, Market
response functions, A multiple-predictor empirical vs. single-
predictor judgment-based approach.] 251
Travel Close-Up: Cruising. Todd Englander, Incentive Mar-
keting, 159 (June 1985), pp. 65-72. [Discussion, Self-con-
tained packages, Fly /sail programs, Charters.] 252
Video for Sales Training. Timothy Glazier, Industrial Mar-
keting Digest (UK), 10 (Second Quarter, 1985), pp. 149-155.
[Guidelines, Application, Advantages.] 253
Technical or Nontechnical Salesmen? Joseph A. Bellizzi and
Paul A. Cline, Industrial Marketing Management, 14 (May
1985), pp. 69-74. [Discussion, Cost of sales call, Salaries,
Advantage of using a technical expert, Advantage of using
nontechnical salespeople, Team approach, Training.] 254
What Buyers Like from Salesmen. Alvin J. Williams and
John Seminerio, Industrial Marketing Management, 14 (May
1985), pp. 75-78. [Results of annual surveys, 1977-1983; At-
tributes of outstanding sales representatives; Thoroughness and
follow-thru; Knowledge of product line.] 255
Differences in the Attractiveness of Alternative Rewards
among Industrial Salespeople: Additional Evidence. Neil
M. Ford, Orville C. Walker, Jr., and Gilbert A. Churchill,
Jr., Journal of Business Research, 13 (April 1985), pp. 123-
138. [Survey of manufacturers' representatives, Expectancy
theory, Higher order vs. lower order rewards, Stage of career,
Psychological characteristics.] 256
The Determinants of Salesperson Performance: A Meta-
Analysis. Gilbert A. Churchill, Jr., Neil M. Ford, Steven W.
Hartley, and Orville C. Walker, Jr., Journal of Marketing Re-
search, 22 (May 1985), pp. 103-118. [Review of 116 studies,
Link between salesperson performance and several variables,
Order of importance, Type of product.] 257
Utilizing Effort and Task Difficulty Information in Evalu-
ating Salespeople. John C. Mowen, Janet E. Keith, Stephen
110 / Journal of Marketing, April 1986
W. Brown, and Donald W. Jackson, Jr., Journal of Marketing
Research, 22 (May 1985), pp. 185-191. [Survey of sales
managers, Performance appraisal, Wage and promotion deci-
sions, Territory difficulty, Statistical analysis.] 258
Salesforce Decisions: A Markovian Approach. Roger
Calantone and Rene Darmon, Journal of the Academy of Mar-
keting Science, 12 (Fall 1984), pp. 124-144. [A Markov model
for macro salesforce planning and control, Data from two large
pharmaceutical firms, Turnover, Costs.] 259
An Empirical Examination of the Assumed Job Tenure-
Vocational Maturity Linkage in the Industrial Sales Force.
Alan J. Dubinsky, Thomas N. Ingram, and Charles H. Fay,
Journal of the Academy of Marketing Science, 12 (Fall 1984),
pp. 52-62. [Survey, Sales representatives in 17 industrial firms,
Weak associations, Analysis.] 260
Rationality in the Analysis of Behavioral Simulation Models.
John D. W. Morecroft, Management Science, 31 (July 1985),
pp. 900-916. [Simulation of salesforce behaviors, Dysfunc-
tional actions; Interactions between sales objectives, overtime,
and motivation; Two methods of analysis.] 261
Sales and Marketing Management, 134 (June 3, 1985),
pp. 71-100. [Three articles on the recognition of sales-
people, Discussion, Examples, Stardom vs. team binding,
Corporate symbolism.] 262
Creating Excitement with Panel Discussions. Homer Smith,
Sales and Marketing Management, 134 (May 13, 1985),
pp. 122-127. [Guidelines, Sales meetings.] 263
What Exactly Is Telemarketing? John W. Arnold, Sales and
Marketing Management in Canada (Canada), 26 (April 1985),
pp. 14-16. [Diswssion and guidelines, Types of telemarket-
ing campaigns, Outbound vs. inbound.] 264
DM Is Taking Over the World. Robert M. Sabloff, Sales
and Marketing Management in Canada (Canada), 26 (April
1985), pp. 8-9, 19-20. [Trends, Direct marketing, Direct mail
as a percent of all advertising, Canada,] 265
3. SPECIAL MARKETING APPLICATIONS
3.1 Industrial
See also 46,72, 165, 199,203,255,260,293,294,346,347 ,389,
390
The Who What Why of Industrial Segmentation (Part 2).
Paul Smith, Industrial Marketing Digest (UK), 10 (Second
Quarter, 1985), pp. 122-127. [Guidelines, Different types of
market segmentation.] 266
A Critical Review of Industrial Market Segmentation.
Richard E. Plank, Industrial Marketing Management, 14 (May
1985), pp. 79-91. [Literature review, Development of a nor-
mative model, Current status, Outlook.] 267
An Interaction Approach to Organizational Buying Behav-
ior. N. C. G. Campbell, Journal of Business Research, 13
(February 1985), pp. 35-48. [Survey of European compan-
ies, Classification of trading relationships, Managerial guide-
lines.] 268
Research Strategies in Analyzing the Organizational Buy-
ing Process. K. E. Kristian Moller, Journal of Business Re-
search, 13 (February 1985), pp. 3-17. [Review and integra-
tion of approaches, Decision system analysis, Role analysis,
Information processing analysis, Multiattribute choice para-
digms, Social influence theory.] 269
Factors Influencing Buyer-Seller Relationships in the Mar-
ket for High-Technology Products. S. T. Parkinson, Journal
of Business Research, 13 (February 1985), pp. 49-60. [Com-
parative study of manufacturers and customers, New product
development, UK and German companies, Statistical analy-
sis.] 270
Purchasing Practices in the United Kingdom: A Case Study.
B. G. Dale and R. H. Powley, Journal of Purchasing and
Materials Management, 21 (Spring 1985), pp. 26-33. [Com-
parative analysis, Organization of purchasing, Measurement
of performance, Materials management, Vendor selec-
tion.] 271
ROI Analysis for Price Breaks. James A. G. Krupp, Journal
of Purchasing and Materials Management, 21 (Spring 1985),
pp. 23-25. [Discussion and guidelines, Trade-offs, Quantity
discounts, Inventory carrying costs.] 272
Estimating the Effects of Inflation on Prices: A Practical
Approach. Riccardo P. Polastri, Journal of Purchasing and
Materials Management, 21 (Spring 1985), pp. 9-16. [Fore-
casting techniques, Correlation approach, Producer price in-
dex, Historical price, Example.] 273
Effective Strategies in Emerging Industries. Roland Calori,
Long Range Planning (UK), 18 (June 1985), pp. 55-61. [Sur-
vey of CEOs, Multivariate analysis, Effective strategic di-
mensions, Model development.] 274
Marketing (UK), 21 (June 20, 1985), pp. 47-60. [Three ar-
ticles on trade shows and exhibits, Guidelines, Design, Plan-
ning, Exhibitor errors.] 275
GE's Len Vickers. Al Urbanski, Sales and Marketing Man-
agement, 134 (June 3, 1985), pp. 66-69. [Interview, Vice
president of corporate marketing for GE, Relationship be-
tween corporate sales and marketing, National account man-
agers.] 276
3.2 Nonprofit, Political, and Social Causes
See also 302,324,327
The Australian Credit Union System: A Search for Excel-
lence. Paul Lahiff, International Journal of Bank Marketing
(UK), 2 (No. 3, 1984), pp. 44-47. [Discussion, Nonprofit
financial institutions, Automated teller machines, Point-of-sale
transactions, Business growth.] 277
Use of Labeling and Assertions of Dependency in Appeals
for Consumer Support. Ellen M. Moore, William 0.
Bearden, and Jesse E. Teel, Journal of Consumer Research,
12 (June 1985), pp. 90-96. [Experiment, Pre-test-post-
test, Consumer panel, Fund raising, Copy testing, Replica-
tion.] 278
Market or Perish! Liz Murphy, Sales and Marketing Man-
agement, 134 (May 13, 1985), pp. 50-53. [Trends, College
and university marketing, Techniques.] 279
3.3 International and Comparative
See also 13,45,51,54,75,78,84, 107, 117, 132, 198,228,277
U.S.-Soviet Trade Relations Show Signs of Calmer Waters.
Stephen Barias, Business Marketing, 70 (July 1985), pp. 50-
63. [Trends, US and USSR rapprochement, Legislation, Trade
barriers, Balance of trade.] 280
Tariff Barriers to Crack When Countries Join EEC. Sean
Milmo, Business Marketing, 70 (June 1985), pp. 8, 25-28.
[Discussion, 5th-largest market in Europe, Integration of mar-
kets, Tariffs.] 281
Black and Decker Direct Mail Wing Brazil with New Ap-
proach. Pete Hoke, Direct Marketing, 48 (June 1985),
pp. 44-49. [Case study, Direct mail campaign, Chance to
win.] 282
Export Stimulation: A Segmentation Study of the Export-
ing Problems of Australian Manufacturing Firms. Nigel J.
Barrett and Ian F. Wilkinson, European Journal of Marketing
(UK), 19 (1985), pp. 53-72. [Empirical study, Type of as-
sistance, Facilitating agents, Cluster analysis.] 283
Export Market Research Orientations of Turkish Firms.
Muzaffer Bodur and S. Tamer Cavusgil, European Journal of
Marketing (UK), 19 (No. 2, 1985), pp. 5-16. [Comparative
analysis, Statistical analysis, Information needs, Food prod-
ucts and textiles.] 284
Keys for Success in Exporting to the U.S. Market. John
R. Darling, European Journal of Marketing (UK), 19
(No. 2, 1985), pp. 17-30. [Normative guidelines, Market
entry.] 285
Methodological Framework for a Cross-National Compar-
ison of Consumerism Issues in Multiple Environments.
Erdener Kaynak and Solveig Wikstrom, European Journal
of Marketing (UK), 19 (No. 1, 1985), pp. 31-46. [Compar-
ative study, Industrialized nations vs. LDCs, Consumerism ac-
tivity.] 286
Theories of Export Behaviour: A Critical Analysis. Michael
J. Thomas and Luis Araujo, European Journal of Marketing
(UK), 19 (No. 2, 1985), pp. 42-52. [Model comparison, Syn-
thesis, Conclusions.] 287
The Characteristics of European Export Marketing Staff.
Peter W. Turnbull and G. F. Welham, European Journal of
Marketing (UK), 19 (No. 2, 1985), pp. 31-41. [Comparative
analysis, Technical skills, Communication skill, Experience
abroad.] 288
Progressive Partner. Kathleen K. Wiegner, Forbes, 135 (April
29, 1985), pp. 55-56. [Case study, Access to Japanese mar-
kets, Joint ventures, Export trading companies.] 289
Do You Really Have a Global Strategy? Gary Hamel and
C. K. Prahalad, Harvard Business Review, 63 (July/ August
1985), pp. 139-148. [Discussion, Competitive framework,
Foreign competition, Competitive response, Examples.] 290
Vickers Instruments and the Pacific Rim. Industrial Mar-
keting Digest (UK), 10 (Second Quarter, 1985), pp. 67-77.
[Case study, Strategy.] 291
Multi-Country Research: Should You Do Your Own Co-
ordinating? Anne Rigg, Industrial Marketing Digest (UK), 10
(Second Quarter, 1985), pp. 79-82. [Discussion, Possible roles
of market research agencies, Advantages and disadvantages,
Choice factors, UK.] 292
Similarities in Industrial Procurement across Four Coun-
tries. Peter Banting, David Ford, Andrew Gross, and George
Holmes, Industrial Marketing Management, 14 (May 1985),
pp. 133-144. [Comparative analysis; Survey of purchasing of-
ficers; Chemical and paper industries; US, Australia, Canada,
and the UK; Cross-sectional and longitudinal analysis.] 293
Export Attitudes of Industrial Manufacturers. Wesley J.
Johnston and Michael R. Czinkota, Industrial Marketing Man-
agement, 14 (May 1985), pp. 123-132. [National mail sur-
vey, Small and medium size firms, High technology indus-
tries, Managerial attitudes toward exporting, Government
subsidies for exporting.] 294
Can the Japanese Be Part of the Emerging World Middle
Class?-Japan and the New Reality of Globalization of
Marketing Literature Review I 111
Markets. George Fields, Japan Marketing/Advertising (Ja-
pan), 3 (Winter 1985), pp. 19-21, 44. [Discussion, Global
marketing, Validity of Levitt's basic proposition, Consumer
behavior.] 295
Consumer's Behavior Changing in Many Ways. Toshizumi
Kakita, Japan Marketing/Advertising (Japan), 3 (Winter 1985),
pp. 9-12. [Trends, Japanese consumer.] 296
Products Liability: An Analysis of the Legal Position in Ni-
geria. Charles 0. Agege, Journal of Products Liability, 7 (No.
4, 1984), pp. 297-318. [Trends and discussion, Negligence,
Strict liability.] 297
Modeling Market Share: A Study of the Japanese and
U.S. Performance in the U.S. Auto Market. Andreas W.
Falkenberg, Journal of the Academy of Marketing Science,
12 (Fall 1984), pp. 145-160. [Comparative analysis, Histori-
cal data, Marketing mix model, Low price related to high qual-
ity.] 298
Factor Congruency Analysis: A Methodology for Cross-
Cultural Research. S. Tamer Cavusgil, Journal of the Market
Research Society (UK), 27 (April 1985), pp. 147-155. [Il-
lustration of technique; Survey of exporters; US, Can-
ada, and Norway; Similarities and dissimilarities among
groups.] 299
How Mattel Plays to Win. Ken Gofton, Marketing (UK), 22
(July 11, 1985), pp. 22-26. [Case study, New approach in the
UK market, Teamwork, Product development, Local adver-
tising.] 300
Where Global Obstacles Lie. Alkarim Jivani, Marketing
(UK), 22 (July 4, 1985), pp. 20-26. [Discussion, International
marketing, Centralized marketing efforts, The European
market.] 301
3.4 Services
See also 12,17,151,247,277,342,378
Advertising Age, 56 (May 20, 1985), pp. 70, 72, and 88-
89MW. [Three articles on tourism promotion by states; Ex-
penditures; Ad campaigns; Statistics; Massachusetts, Florida,
and Illinois.] 302
The Business of Travel. Suzanne D. Cook, American
Demographics, 7 (July 1985), pp. 32-33, 48-49. [Trends,
Travel industry, Market segmentation, Business travel, Statis-
tics.] 303
The Seven Myths of Service Marketing. Connie A. Cox,
Bank Marketing, 17 (June 1985), pp. 24-32. [Discussion,
Customer evaluations, Profitability.] 304
The Marketing/Technology Gap: Can It Be Closed?
Flemming J. Jensen, Bank Marketing, 17 (May 1985),
pp. 18-22. [Discussion, Importance of cooperation between
marketing and technology.] 305
Imagine . . . Running Trust as if It Were Your Own Pri-
vate Business. Robert T. Johnson, Bank Marketing, 17 (June
1985), pp. 10-14. [Discussion, Bank and financial services,
Changes, Customer-driven business.] 306
Why Banks Should Consider Product Management.
William J. Wichman, Bank Marketing, 17 (April 1985),
pp. 12-18. [Guidelines, Product manager focus, Bene-
fits.] 307
Financial Services: Losses Spur Revamped Marketing Plans.
Joanne P. Austin, Business Marketing, 70 (May 1985),
pp. 154-163. [Industry analysis, Competition and reorganiza-
112 / Journal of Marketing, April 1986
tion, 16 financial services companies profiled.] 308
Lawyers Learn the Hard Sell-and Companies Shudder.
Daniel B. Moskowitz, Business Week, Industrial/Technology
Edition (No. 2898, June 10, 1985), pp. 70-71. [Trends, Law-
yer advertising, Litigation, Product liability, Stockholders'
suits.] 309
Financial Services Assets-A Conversation/Financial Ser-
vices Direct Marketing Study. Pete Hoke and Arnold L.
Fishman, Direct Marketing, 48 (May 1985), pp. 64-79. [In-
terview, Financial services industry.] 310
Voting for an American President I/Voting for an Amer-
ican President II. Seymour Martin Lipset and Kenneth P.
Adler, European Research (Netherlands), 13 (April 1985),
pp. 48-65. [Review of the 1984 US election, Examination of
US national polls, Methodology.] 311
Disability Income and the Payroll Deduction Case. Thomas
C. Eusebio, Insurance Sales, 128 (June 1985), pp. 39-43.
[Guidelines, Disability insurance.] 312
Cost Crises and Perspectives: Health Care 1985. Jane
Ramshow-Reed, Insurance Sales, 128 (July 1985), pp. 8-
14, 40-41. [Trends, Source of new government revenue,
Rate increases in health insurance, Wellness concept.] 313
A Comparison of Bank and Loan NOW Account Cus-
tomers. Frederick W. Langrehr, lnternationalJournal of Bank
Marketing (UK), 2 (No. 3, 1984), pp. 48-59. [Survey, 1981,
User profiles, Statistical analysis.] 314
Strategic Response to Non-Bank Competition and Dereg-
ulation in the United States. Thomas W. Thompson and
Michael W. Little, International Journal of Bank Marketing
(UK), 2 (No. 3, ;984), pp. 22-43. [Discussion, New financial
services, Competition, Institutional differentiation.] 315
How to Develop Effective Prefinished Communications
Testing Systems for Financial Services Advertising. Lynn
S. Whitton, Journal of Advertising Research, 25 (April/May
1985), pp. RC 14-15. [Case study, Guidelines and discussion,
Copy testing, Rough testing.] 316
Factors Affecting Rural Consumers' Satisfaction with
Medical Care. David Andrus, Journal of Health Care Mar-
keting, 4 (Summer 1984), pp. 7-15. [Consumer surveys, Family
practice, Stepwise regression, Explanations of medical prob-
lems, Physician conduct, Office procedures.] 317
The Medical Staff and the Development of Hospital Mar-
keting Programs. Linda M. Delene and Connie M. Miller,
Journal of Health Care Marketing, 4 (Summer 1984)
pp. 39-43. [Discussion, Physician's role vis-a-vis hospital
marketing, Product design.] 318
Evaluating a Marketing Consultant: A Consultant's View-
point. William A. Flexner, Journal of Health Care Market-
ing, 4 (Summer 1984), pp. 55-58. [Guidelines, Consultant
selection, Different kinds of consultants, Client-consultant re-
lationship, Proposal assessment.] 319
Start-Up Analysis for Marketing Strategy. Mary Jane
Griffith and Nicholas Baloff, Journal of Health Care Mar-
keting, 4 (Summer 1984), pp. 17-26. [Technique, Forecasting
demand for services, Health maintenance organizations, Initial
use of services by new enrollees, Regression analysis.] 320
No Frills Marketing of Community-Based Primary Care.
Tim M. Henderson, Journal of Health Care Marketing, 5
(Winter 1985), pp. 47-50. [Guidelines, Demographic seg-
ments, Competition, Pricing, Personal service, Quality
care.] 321
Employee Input as an Aid in Prepaid Health Care Buying
Decisions. Marvin A. Jolson and Richard Blackman, Journal
of Health Care Marketing, 5 (Winter 1985), pp. 39-46. [Sur-
vey; Benefit offerings; Dental, vision, and legal care; Em-
ployee preferences.] 322
Tactical Hospital Marketing: A Survey of the State of the
Art. Paul K. McDevitt and Lisa A. Shields, Journal of Health
Care Marketing, 5 (Winter 1985), pp. 9-16. [Marketing man-
agement, 80 acute care hospitals, Telephone interviews, Role
of marketing officers.] 323
Marketing the Health Protection Plan. Victoria O'Brien and
George Miaoulis, Journal of Health Care Marketing, 4 (Sum-
mer 1984), pp. 45-53. [Survey, Concept testing, Service mar-
ketability, Price, Nonprofit organizations.] 324
Role of Referent Selection in Primary Care Provider Choice
and Satisfaction. Gary L. Sullivan, Journal of Health Care
Marketing, 4 (Summer 1984), pp. 27-36. [Mail survey, De-
mographic variables in selecting providers, Referral informa-
tion, Application of findings.] 325
Lessons from Nonresponse in a Consumer Market Survey.
Michael J. Walters and Joan Ferrante-Wallace, Journal ofHealth
Care Marketing, 5 (Winter 1985), pp. 17-28. [Study, Market
research, Negative results from substitution, Control of outside
research, Statistical analysis.] 326
Hospital Materials Management: Potential for Improve-
ment. David S. Greisler and Sumer C. Aggarwal, Journal of
Purchasing and Materials Management, 21 (Spring 1985),
pp. 17-22. [Comparative analysis, Federal legislation, Areas
of cost effectiveness, Inventory levels, Illustration, Use of
storage.] 327
Banking on Established Customers. Jerry M. Hood and C.
Glenn Walters, Journal of Retail Banking, 7 (Spring 1985),
pp. 35-40. [Survey of established bank customers, Consumer
attitudes, Customer satisfaction.] 328
Product Development under Deregulation: Insights from
Canada. Edward C. Lawrence, Journal of Retail Banking,
7 (Spring 1985), pp. 7-13. [Trends, Interstate banking, CDs
and savings plans, Innovative loans, Portable home mort-
gages.] 329
Product Profitability Analysis. Susan E. Rau, Journal of Re-
tail Banking, 7 (Spring 1985), pp. 21-28. [Guidelines, Bank
services, Hypothetical example.] 330
Strategies for Tangibilizing Retail Services: An Assess-
ment. Kathleen A. Krentler and Joseph P. Guiltinan, Journal
of the Academy of Marketing Science, 12 (Fall 1984), pp. 77-
92. [Empirical study, Tangible cues, Representation, Pro-
vider-client interface, Relation of service to a tangible object,
Effect.] 331
The Use of Requested Promotional Material by Pleasure
Travelers. Michael J. Etzel and Russell G. Wahlers, Journal
of Travel Research, 23 (Spring 1985), pp. 2-6. [Consumer
panel study, User profile, Destination-specific travel literature,
Benefits.] 332
An Overview of Approaches Used to Forecast Tourism De-
mand. Muzaffer Uysal and John L. Crompton, Journal of Travel
Research, 23 (Spring 1985), pp. 7-15. [Comparison of fore-
casting techniques, Quantitative and qualitative methods, Time
series analysis, Gravity models, Regression models, Expert
panels.] 333
Big Apple Bites Back. Eric Clark, Marketing (UK), 21 (June
20, 1985), pp. 21-24. [Case study, Tourism campaign, His-
tory, Advertising.] 334
Travelers Hit the Road-and So Do Marketers. Laura Kon-
rad Jereski, Marketing and Media Decisions, 20 (June 1985),
pp. 157-172, 180. [Trends, Business conditions, Travel and
tour services, Lodging industry, Cruise industry.] 335
Ryder Trucks Ahead with Computers. Terry Kennedy,
Marketing Communications, 10 (June 1985), pp. 81-84. [Case
study, Product differentiation, Automated marketing support
system.] 336
4. MARKETING RESEARCH
4.1 Theory and Philosophy of Science
See 12,65,68, 130,269,287 ,343,375
4.2 Research Methodology
See also 15,22,23,28,65,77,128,160, 169,207 ,211,213,215,
217 ,218,219,251,261,273,284,292,299,311,316,319,326,333
Top Research Companies' Revenues Rise 13.7%/Research
Business Review: The Nation's Top 40 Marketing/ Adver-
tising/Research Companies. Jack J. Honomichl, Advertising
Age, 56 (May 23, 1985), pp. 16-38. [llth annual review,
Leading US-based research organizations, Business condi-
tions, Rankings, Statistical data.] 337
How to Manage Consumer Information. Peter K. Francese,
American Demographics, 7 (August 1985), pp. 22-25.
[Guidelines, Consumer information systems, Types of infor-
mation.] 338
lnfomark Laser PC System. Diane Haggblom, American
Demographics, 7 (August 1985), pp. 42-44. [Discussion,
Videodiscs, Information retrieval, Expenditure reports, Shop-
ping center reports, Psychographic segmentation.] 339
Questionable Statistics. John G. Keane, American Demo-
graphics, 7 (June 1985), pp. 18-21, 48. [Discussion, Abuse
of statistics, Sources of error, Misinterpretation, Carelessness,
Accuracy.] 340
The Business Guide to the Galaxy of Demographic Prod-
ucts and Services. Martha Farnsworth Riche, American De-
mographics, 7 (June 1985), pp. 22-33. [Trends, Demographic
data industry, On-line services, Directory of demographic
companies.] 341
Issues in Market Share Measurement. George M. Wagner,
Bank Marketing, 17 (April 1985), pp. 20-26. [Discussion,
Banking industry, Sources of primary research information,
Improving market share measurement skills.] 342
Market Research in France: The Empire of Qualitative
Studies. Pascal Fleury, European Research (Netherlands), 13
(April 1985), pp. 80-81. [Trends, Motivational studies, Con-
tent analysis, Difficulties with fieldwork, Research philoso-
p~.] ~3
Towards a Theory of How People Answer Questions.
Susanne Schroder, European Research (Netherlands), 13 (April
1985), pp. 82-90. [Methodological experiment, Public opin-
ion surveys, Question order effect, Frame of reference, Ger-
many.] 344
"Backward" Market Research. Alan R. Andreasen, Har-
vard Business Review, 63 (May/June 1985), pp. 176-184.
[Guidelines, Focused research, Actionable results, Managerial
advantages.] 345
Direct Mail Response Factors for an Industrial Service.
George C. Hozier, Jr., and Fernando Robles, Industrial Mar-
Marketing Literature Review / 113
keting Management, 14 (May 1985), pp. 113-118. [Study,
Response rate, Personalization of the letter, Statistical analy-
sis.] 346
The Effect of Two Variables on Industrial Mail Survey Re-
turns. David Jobber and Stuart Sanderson, Industrial Mar-
keting Management, 14 (May 1985), pp. 119-121. [Experi-
ment, Response rates, Senior marketing executives, Offer of
a free report, Handwritten postscript.] 347
Perceptions That Motivate Purchase. Joel N. Axelrod and
Hans Wybenga, Journal of Advertising Research, 25 (June/
July 1985), pp. 19-21. [Study, Rational and emotional criteria
for selection, Perceptual questions vs. evaluative questions,
Example.] 348
Mall Intercept versus Telephone-Interviewing Environ-
ment. Alan J. Bush and A. Parasuraman, Journal of Adver-
tising Research, 25 (April/May 1985), pp. 36-43. [Survey,
Does interview environment affect response, Lifestyle analy-
sis, Behavior analysis.] 349
Computer-Enhanced Qualitative Research. Ronald Jay
Cohen, Journal of Advertising Research, 25 (June/July 1985),
pp. 48-52. [Research technique, Television advertising, Fo-
cus group, Visual report, Graph of the group's reaction, Ex-
amples.] 350
Fourteen Things That Make or Break Tracking Studies.
Fred Cuba, Journal of Advertising Research, 25 (February/
March 1985), pp. 21-23. [Research design, Sampling tech-
niques, Analysis techniques.] 351
Measuring Future Electronic Media Audiences. John
Dimling, Journal of Advertising Research, 25 (February /March
1985), pp. RC 3-7. [Discussion, Projected information needs,
Passive information collection, Proposed collection tech-
niques.] 352
Market Tracking: A Strategic Reassessment and Planning
Tool. James F. Donius, Journal of Advertising Research, 25
(February /March 1985), pp. 15-19. [Discussion, Tracking
studies, Benefits, Use in decision making.] 353
Quick and Simple Benefit Segmentation. Paul E. Green, Abba
M. Krieger, and Catherine M. Schaffer, Journal of Advertis-
ing Research, 25 (June/July 1985), pp. 9-17. [Studies, Dis-
cussion, Proposed segmentation method, BUNDOS, Appli-
cations.] 354
Techniques to Obtain Market-Related Information from
Very Young Children. James P. Neelankavil, John V. O'Brien,
and Richard Tashjian, Journal of Advertising Research, 25
(June/July 1985), pp. 41-47. [Research technique, 5-8 year
olds; Mothers' reactions; Validity; Unbiased responses; Illus-
tration.] 355
PROD II: A Model for Predicting from Tracking Studies.
Fred S. Zufryden, Journal of Advertising Research, 25 (April/
May 1985), pp. 45-51. [Microcomputer software, Perfor-
mance forecasts for frequently purchased products, User cus-
tomizing, PC-DOS or CPM.] 356
Time Series Models: How Well Do They Forecast Sales?
Joe D. Icerman, Kenneth S. Lorek, and Abdullah A.
Abdulkader, Journal of Business Forecasting, 4 (Spring 1985),
pp. 18-19. [Model comparison, Box-Jenkins models, Random
walk, Random walk with a drift, Short-term accuracy.] 357
Questionnaire Item Omission as a Function of Within-Group
Question Position. John R. Dickinson and Eric Kirzner, Jour-
nal of Business Research, 13 (February 1985), pp. 71-75.
114 / Journal of Marketing, April 1986
[Large scale survey, Sequence effects, Multivariate analysis,
Multi-item scales.] 358
Evaluating Measures through Data Quantification: Apply-
ing Dual Scaling to an Advertising Copytest. George R.
Franke, Journal of Business Research, 13 (February 1985),
pp. 61-69. [Discussion, Rescaling procedure, Example, Ben-
efits.] 359
Uninformed Response Rates in Survey Research: New Evi-
dence. Kenneth C. Schneider, Journal of Business Research,
13 (April 1985), pp. 153-162. [Consumer studies, Statistical
analysis, Response bias, Response pressure, Type of question,
"Unsure" response options.] 360
Decision Issues in Building Perceptual Product Spaces with
Multi-Attribute Rating Data. William R. Dillon, Donald G.
Frederick, and Vanchai Tangpanichdee, Journal of Consumer
Research, 12 (June 1985), pp. 47-63. [Discussion, Domi-
nance of correlational data, Extended data matrix approach,
Two-way analysis, 3-mode models, Problems.] 361
A Meta-Analysis of Effect Sizes in Consumer Behavior Ex-
periments. Robert A. Peterson, Gerald Albaum, and Richard
F. Beltrarnini, Journal of Consumer Research, 12 (June 1985),
pp. 97-103. [Experimental effect size, Omega squared, Ar-
ticles and papers published in seven major journals or pro-
ceedings during 1970-1982, Small effect sizes.] 362
Case Research in Marketing: Opportunities, Problems, and
a Process. Thomas V. Bonoma, Journal of Marketing Re-
search, 22 (May 1985), pp. 199-208. [Alternative research
technique, Case research is compared to case teaching or
prescientific case culling, Four-stage case research pro-
cess.] 363
An Assessment of the Mall Intercept as a Data Collection
Method. Alan J. Bush and Joseph F. Hair, Jr., Journal of
Marketing Research, 22 (May 1985), pp. 158-167. [Com-
parative analysis, Mall intercept method, Telephone interview-
ing, Statistical analysis.] 364
Improving the Predictive Power of Conjoint Analysis: The
Use of Factor Analysis and Cluster Analysis. Michael R.
Hagerty, Journal of Marketing Research, 22 (May 1985),
pp. 168-184. [Comparison of techniques, Simplification, In-
equality constraints, Bayesian, Q-type factor analysis, Optimal
weighting.] 365
Low-Cost Research Sources. Jeffrey P. Davidson, Journal
of Small Business Management, 23 (April 1985), pp. 73-77.
[Guidelines, Public libraries, Federal government, Newslet-
ters, Secondary data.] 366
Validity and Reliability of the Confirmation of Expecta-
tions Paradigm as a Determinant of Consumer Satisfac-
tion. Ved Prakash, Journal of the Academy of Marketing Sci-
ence, 12 (Fall 1984), pp. 63-76. [Study, Difference scores
vs. direct measures, Statistical analysis.] 367
An Application of a Segmentation Design Based on a Hy-
brid of Canonical Correlation and Simple Crosstabulation.
Steven P. Schnaars and Leon G. Schiffman, Journal of the
Academy of Marketing Science, 12 (Fall 1984), pp. 177-189.
[Illustration of technique, mass market paperback books; Psy-
chographic, demographic, and behavioral activity measures;
Statistical analysis.] 368
A Structural Assessment of the Original and a Modified
Version of the CAD Scale. Gary L. Sullivan and P. J.
O'Connor, Journal of the Academy of Marketing Science, 12
(Fall 1984), pp. 41-51. [Test of scale usefulness, Personality
assessment, Personality inventory, Revised scale, Reliability
and validity.] 369
Collecting Conjoint Data through Telephone Interviews.
Terry C. Wilson, Journal of the Academy of Marketing Sci-
ence, 12 (Fall 1984), pp. 190-199. [Experiment, Mail vs.
telephone surveys, Reliability and validity, Response rate and
expense, Analysis.] 370
An Application of Latent Class Analysis to the Measure-
ment of Motivation. Jean M. Haworth and Elizabeth Chell,
Journal of the Market Research Society (UK), 27 (April 1985),
pp. 131-146. [Demonstration of technique, Model develop-
ment, Survey data, Retail news agents, UK.] 371
Learning and Carryover Effects in Retail Experimenta-
tion. Christie Paksoy, J. B. Wilkinson, and J. Barry Mason,
Journal of the Market Research Society (UK), 27 (April 1985),
pp. 109-129. [Experiment; Need for rest periods in single store,
factorial design experiments; Statistical analysis.] 372
Taking Sides on Test Marketing. Irene Park, Marketing
Communications, 10 (June 1985), pp. 72-78. [Trends, Elec-
tronic minimarket test using scanner data.] 373
Measuring Consumer Involvement in Products: Comment
on Traylor and Joseph. Raj Arora and Robert Baer, Psy-
chology and Marketing, 2 (Spring 1985), pp. 57-62. [Com-
ment on scale development, Validity, Reliability.]
374
Differences between Basic Research and the Validation of
Specific Measures: A Reply to Weinstein et al. David W.
Stewart, Psychology and Marketing, 2 (Spring 1985), pp. 41-
49. [Reply and clarification, EEG methodology, Brain wave
analysis, Advertising effectiveness, Need for more systematic
research.] 375
Frame Analysis. Steven M. Yarnell, Psychology and Mar-
keting, 2 (Spring 1985), pp. 31-39. [Research technique,
Qualitative research, Problem solving contexts, Guidelines,
Benefits.] 376
5. OTHER TOPICS
5.1 Educational and Professional Issues
See also 74,77,254,260,288,323
Coming of Age in a High-Tech World. Joseph J. Kroger,
American Salesman, 30 (July 1985), pp. 20-23. [Survey,
Trends, Use of computers, Middle managers in Fortune 500
service companies, Individual productivity.] 377
How to Initiate a Marketing Perspective in a Health Ser-
vices Organization. William R. George and Fran Compton,
Journal of Health Care Marketing, 5 (Winter 1985), pp. 29-
37. [Case history, In-house marketing training, Blood ser-
vices, Need for further training.] 378
Marketing Faculty Promotion and Tenure Policies and
Practices. Richard F. Beltrarnini, John L. Schlacter, and Craig
Kelly, Journal of Marketing Education, 7 (Summer 1985),
pp. 74-80. [Survey of marketing chairpersons; Relative
importance of teaching, research, and service at various
levels.] 379
Students Are Important Consumers: Assessing Satisfac-
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tion in a Higher Education Content. Jeffrey S. Conant,
Jacqueline Johnson Brown, and Michael P. Mokwa, Journal
of Marketing Education, 7 (Summer 1985), pp. 13-20. [Sur-
vey, MBA students, Hypotheses, Expectation, Disconfirma-
tion perspective.] 380
Client Sponsored Projects: Bridging the Gap between The-
ory and Practice. Gilberto de los Santos and Thomas D.
Jensen, Journal of Marketing Education, 7 (Summer 1985),
pp. 45-50. [Discussion, Undergraduate and MBA curriculum,
Examples, Benefits, Problems.] 381
Marketing Case Instruction at the Undergraduate Level.
Cynthia J. Frey and Raymond F. Keyes, Journal of Marketing
Education, 7 (Summer 1985), pp. 51-59. [Discussion, Ex-
pectations, Role of the instructor, Grading sheet.] 382
Test-Expectancy Influence on Student Learning and Eval-
uations of Guest Speakers. Robert E. Hite, Joseph A.
Bellizzi, and Diana Smith Dietvorst, Journal of Marketing Ed-
ucation, 7 (Summer 1985), pp. 60-64. [Experiment, Recall
performance, Attitude to class experience.] 383
Some Ethical Questions in Teaching Marketing and Re-
tailing. Stanley C. Hollander and Roger Dickinson, Journal
of Marketing Education, 7 (Summer 1985), pp. 2-12. [Dis-
cussion and review of ethical questions, Marketing course con-
tent, Academic responsibility, Guidelines.] 384
An Assessment of Employees' Satisfaction with Under-
graduate Business-Administration Education. Ronald H.
King and Richard Rawson, Journal of Marketing Education,
7 (Summer 1985), pp. 65-73. [Survey, BBA alumni sample,
Courses, Skills, Usefulness.] 385
The Construct Validity of Teaching Behavior Evaluation
Methods: A Multitrait-Multimethod Analysis. H. Bruce
Lammers and Don F. Kirchner, Journal of Marketing Edu-
cation, 7(Summer1985), pp. 35-44. [Quasi-experiment, Five
methods of evaluation, Convergent validity, Discriminant va-
lidity.] 386
Diagnosing Learning Motivation of Marketing Students:
An Approach Based on Expectancy Theory. Pradeep K.
Tyagi, Journal of Marketing Education, 7 (Summer 1985),
pp. 28-34. [Survey, Regression analysis, Effort, Perfor-
mance, Control.] 387
The Views of Marketing Recruiters, Alumni, and Students
about Curriculum and Course Structure. Michael Ursic and
Craig Hegstram, Journal of Marketing Education, 7 (Summer
1985), pp. 21-27. [Survey, Undergraduate curriculum, Courses,
Skills, Teaching methods.] 388
Students' Attitudes toward the Purchasing Manager's Job.
Donald L. Brady and Bonnie P. Willetts, Journal of Pur-
chasing and Materials Management, 21(Spring1985), pp. 2-
8. [Survey, Purchasing manager's professional image, College
courses in industrial purchasing.] · 389
Women Make Their Mark in Purchasing. Caroline Reich,
Purchasing World, 29 (May 1985), pp. 46-58. [Survey,
Professional growth, Salaries, Food and consumer products
companies.] 390
Marketing Literature Review / 115