Вы находитесь на странице: 1из 3

ices performed. Criteria for the selection of local representatives and a proposed division of marketing responsibilities between the company and the local distributor are included.

Industrial Marketing Research Usage: A Survey of 103 Italian Firms. Giovanni Binetti, European Research. (Kluver B.V., Box 23, Deventer. The Netherlands), 8 (January 1980), pp. 27-36. [Spencer]


There is strong evidence tbat Italian companies make a very limited use of industrial market research despite an increasing need for information. Analysis indicates that the main reasons for the limited interest in industrial market research are lack of awareness of the decision-tool role of market research, wide- spread preconceived opinions, and obsolete commercial stmc- tures, concepts, and techniques after the boom years of the Italian miracle. Today's approaches prove inadequate in times of insta- bility and when demand trails supply. One of tbe reasons stressed is the inadequacy of available researeh resources.

Development of Marketing Research in Turkey. Kemal Kurtulus. European Research. 8 (January 1980), pp. 42-48. [Spencer]


The author summarizes and evaluates the present state and developments in marketing researcb activities on the basis of the 1979 and 1976 surveys of marketing research in Turkey. These descriptive surveys aimed to determine departmental organiza- tion, the functions served by marketing research departments, departmental budgets, compensation levels, and the qualifications of staff personnel.

5.4 Nonprofit Marketing

Health Care Advertising: Consumer vs. Physician Attitudes. John A. Miller and Robin Waller. Journal of Advertising, 8 (Fall 1979),


A national survey of physicians and consumers in five large metropolitan areas across the United States shows that consumers favor health care advertising whereas doctors oppose it. Consum- ers especially favor advertising as a means of obtaining informa- tion about health care services. Doctors are especially negative about possible fraudulent and unscrupulous promoters.

pp. 20-29. [Michman]

5.5 Services Marketing See also: 80-291, 335

The Competitive Effects of Interstate Banking. Stephen A. Rhoades,

Federal Reser\e


66 (January

1980), pp.





Although the McFadden Act expressly prohibits interstate banking, financial institutions have used many means to circumvent the law. The author examines the pros and cons of the de facto interstate marketing of expanded banking services.

Media and Price Disclosure Effects in Legal Advertising. Donald E. Stem. Jr. and Daniel L. Sisson, Journal of Contemporary Busi- ness, 7/4(1979), pp. 149-164. [Gross] 80-379

The study examined the effects of varying media types and price disclosure levels for consumer attitudes toward legal service advertising. No media effect was found. As price information became more specific, attitudes became less favorable. In addi- tioti most respondents had never been exposed to a legal adver-

tisement and cited personal acquaintances as their most often used information source.


6.1 History and Trends See also: 80-280, 281

Significant Developments in Half Century. S. R. Bemstein. Adver-


tising Age. 51 (January 7, 1980), pp. 52-54. [Sibley]

The author, former president of Crain Communications, Inc. and former editor of Advertising Age. reminisces about five major business changes in tbe last 50 years that had wide- sweeping implications; (1) the development and growth of broad- cast media, (2) the expansion of self-service retailing, (3) the increased govemmental regulation of business. (4) the emergence and acceptance of the marketing concept, and (5) the maturation of advertising agencies into ongoing, stable large institutions.

6.2 Theory in Marketing See also: 80-316, 350. 367

Can Economists Contribute to Marketing Research. Henri Theil, Sloan Management Review. 20 (Summer 1979), pp. 19-29.


The extensive economic literature on consumer demand the- ory has not been applied enough in marketing research. Marketing researchers tend to use sophisticated econometric tools without adopting underlying economic models. Many marketing prob- lems can be examined in light of economic theory; a number of problems and contributions are reviewed in areas such as con- sumer utility and demand functions, differential consumption theory, priced deflators, separability and preference independence, and conditional demand equations. These problems are then re- lated to marketing research.


Marketing Success Through Differentiation of Anything. Theodore Levitt, Harvard Business Review. 58 (January-February 1980),

pp. 83-91 [Kahler & Chan]

The way in which tbe marketing process is managed may enable many companies to escape the "commodity" trap. Goods and services differentiable as products are almost always combi- nations of the tangible and intangible. However, not all custom- ers for all products can be attracted by an ever-expanding bundle of differentiating value satisfactions. The more a seller expands the market by teaching and helping customers, the more vulnera- ble he becomes to losing them. The irony of product maturity is that the time when price competition heightens and cost reduction is important is precisely the time when the seller can benefit from product augmentation. Levitt provides examples to illustrate the thesis that the care- ful analysis, control, and field work that characterize the man- agement of marketing may be masked by the visibility of a company's advertising or presumed generic product uniqueness.


Intratype Competition Among Department Stores. Elizabeth C.

Hirschman, Journal of Retailing, 55 (Winter 1979), pp. 20-34.


Customers of three homogeneous segments of department stores are studied to identify shoppers' profiles for each segment. Intermarket and intramarket validity of these profiles is exam- ined. The approach differs from that of prior patronage studies which grouped traditional department stores, national chains, and discount department stores into the same segment. Shopper pro- files include socioeconomic, intrapersonal, and interpersonal di-


Marketing Abstracts / 119

mensions, eacb with several variables. A sample of more tban 2000 telephone interviews in three cities was used. After factor analysis the smaller set of factors was used (by discriminant analysis) to develop customer profiles. All three dimensions are found relevant to customer profiles. A combination of store choice and merchandise line offered is helpful for profiling consumers as well. Both inter- and intra- personal factors influence store choice; most important, the market itself may affect store choice.

7.0 MARKETING EDUCATION See also: 80-293

Who's Ripping You Off? Progressive Grocer, 58 (November 1979),

pp. 47-82. [Freiden]

Losses due to employee theft and shoplifting total about 1 % of supermarket sales (which equals their average net profit on sales). This issue of Progressive Grocer contains a six-part report with many suggestions to help solve the crime problem. Among the several topics are demographic data on shoplifters, security equip- ment and tactics, and tips to prevent employee theft. A profile of


New York's Price Chopper chain, an industry leader in employee vigilance, may be useful as a ease for retailing courses.

Transportation Curricula: Too Domestic? David Bess, Transporta-


A survey of 154 American Assembly of Collegiate Schools of Business members indicated that intemational transportation was receiving inadequate attention in the curricula of the responding institutions.

tion Journal, 8 (Summer 1979), pp. 72-76. [Jackson]

Basic System One. Jack Flavey, Training and Development Jour-


A sales training program that can be administered in 15 minutes is described. The system involves the salesperson filling out a pre-call/call report specifying why the prospect should listen, the benefits for the prospect, and why the prospect should buy now. The purpose is to force the salesperson to plan and understand the prospect's business.

nal. 33 (November 1979), pp. 18-22. [Jackson]


JUNE 14-17,1981

. Jranna


120 / Journal of Marketing, Fall 1980