Proceedings of the 1983 Academy of Marketing Science(AMS) Annual Conference

More information about this series at http://www.springer.com/series/13409

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Miami Beach, Florida

May 4-7, 1983

EditorJohn C. Rogers III

Proceedings of the 1983 Academyof Marketing Science (AMS)

Annual Conference

William A. Dempsey, Charles W. Lamb, Jr., Dale M. Lewison Co-EditorsPatrick L. Shul and Saraswati P. Singh

Editor

ISBN 978-3-319-16936-1 ISBN 978-3-319-16937-8 (eBook) DOI 10.1007/978-3-319-16937-8 Library of Congress Control Number: 2015937895

© Academy of Marketing Science 2015

Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)

Springer Cham Heidelberg New York Dordrecht London

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the materialtranslation, reprinting, reuse of illustrations, recitation, broadcasting,

reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.

is concerned, specifically the rights of

John C. Rogers IIIUtah State UniversityLogan, UT, USA

Reprint from Original edition

Copyright © Academy of Marketing Science 1983All rights reserved.

Developments in Marketing Science, Volume V edited by I John C. Rogers, III

Co-Editors

University , USA

William A. DempseyTemplePhiladelphia, PA

University , USA

Texas Christian Charles W. Lamb, Jr.

Fort Worth, TXUniversity Akron

, USA

Dale M. Lewison

Akron, OH

University USA

Patrick L. Shul of Southern California

Los Angeles, CA, University of Alberta

,

Saraswati P. Singh

Edmonton, AB Canada

of

COSPONSORING UNIVERSITIES AND COLLEGES

Alma College Boise State University California State University-Fullerton Concordia University-Marketing Department C.W. Post Center-Long Island University Eastern Michigan University lona College Georgia Institute of Technology Mississippi State University New Mexico State University Niagara University

State University College-Buffalo Temple University Texas Christian University University of Akron University of Miami University of North Carolina at Greensboro University of North Dakota University of Southern California Utah State University Western Carolina University Western Michigan University

SPECIAL ACKNOWLEDGEMENTS

OFFICERS OF THE ACADEMY

President Ivan R. Vernon Cleveland State University

Executive Vice President & Director Harold W. Berkman University of Miami

Vice President of Programs Venkatakrishna V. Bellur Niagara University

Vice President Membership/U.S.A. Dub Ashton University of Arkansas

Vice President/Membership/Canada Peter M. Banting McMaster University

Vice President Membership/International W. Glen Riecken East Tennessee State University

Vice President Publication Jane K. Fenyo C.W. Post Center

Vice President Finances Saeed Samiee Kent State University

Vice President Academic Affairs Irene Lange California State University-Fullerton

Vice President Publicity Charles W. Gross Illinois Institute of Technology

Corresponding Secretary Robert H. Luke, Jr. College of Virgin Islands

Recording Secretary Howard S. Gitlow University of Miami

President Emeritus Robin T. Peterson New Mexico State University

Board of Governors A. Coskun Samli, Chairperson M. Wayne Delozier Wallace Feldman Carl E. Ferguson, Jr. Paul E. Green V.H. Kirpalanl David Kurtz Jay D. Linquist Donald A. Michie Robert Peterson Bert Rosenbloom Jagdish N. Sheth Ugar Yavas

Reclpeint of Academy's Marketer of the Year Award

Mr. Anthony Burns

President and Chief Executive Officer, Director

Ryder System Inc. Miami, Florida

v

1983 CONFERENCE COMMITTEE

Venkatkrishna V. Bellur, Program Chairman and Vice President for Programs Harold W. Berkman, Conference Coordinator Linda Neider, Conference Coordinator

Irene Lange, Conference Coordinator Ivan Vernon, Conference Coordinator Mary Ann Gregory, Chairman, Local Arrangements

TRACK CHAIRPERSONS

CHANNELS OF DISTRIBUTION .......................................... Dale M. Lewison, University of Akron COMPARATIVE MARKETING ................................. Erdener Kaynak, Mount Saint Vincent University CONSUMER BEHAVIOR ....................................... Glen Riecken, East Tennessee State University DOCTORAL DISSERTATION ................................... Jay D. Lindquist, Western Michigan University FUTURISM IN MARKETING ..................................... A. Edward Spitz, Eastern Michigan University HEALTH SERVICES MARKETING ..................................... William J. Kehoe, University of Virginia INDUSTRIAL MARKETING ........................... Alvin J. Williams, The University of Southern Mississippi INTERNATIONAL MARKETING ..................... Heiko de B. Wijnholds, Virginia Commonwealth University MARKETING EDUCATION .................................................... G. Bernard Yevin, Alma College MARKETING HISTORY AND THEORY ............................ Carlton A. Maile, Northern Illinois University MARKETING IN THE THIRD WORLD COUNTRIES ........................ Julu A. Kothappa, Gannon University MARKETING MANAGEMENT ............................................ Dale Varble, Indiana State University MARKETING AND NOT-FOR-PROFIT ORGANIZATIONS ....... Jay Nathan, University of Wisconsin at Parkside MARKETING RESEARCH ................................ Naresh K. Malhotra, Georgia Institute of Technology MARKETING AND SOCIETY ................................................. Julian W. Vincze, Rollins College PHYSICAL DISTRIBUTION/LOGISTICS ............................ John T. Mentzer, V.P.I. and State University PROMOTIONS .................................................. Myron Leonard, Western Carolina University PUBLIC POLICY ................................ Edward J. Ryan, Jr., University of North Carolina at Greenboro QUANTITATIVE MARKETING ....................... S. Tamer Cavusgil, University of Wisconsin at Whitewater SMALL BUSINESS MANAGEMENT/MARKETING .................... Douglas J. Lincoln, Boise State University TRAVEL AND TOURISM MARKETING ............................. Douglass K. Hawes, University of Wyoming STUDENT PAPERS ...................................... Thomas A. Baird/M. Alan Miller, Ball State University PAPERS FROM EUROPE AND U.K .......................................... Bohdan Pikas, Niagara University WORKSHOPS/SYMPOSIA/TUTORIALS ......................................... V.V. Bellur, Niagara University

Arthur Adams University of Louisville

Roy D. Adler Xzvier University

Manoj Asarwal SUNY at Binghamton

Lyn Amine University of Wisconsin-Whitewater

John Anderson Southwestern Adventist College

Harold W. Babb University of Richmond

Vedat Baydar Saint Mary's University

William Bearden University of South Carolina

Kenneth J. Burger University of Virginia

Edgar Busch Western Kentucky University

REVIEWERS

Louis M. Capella Mississippi State University

Raj Chasanti Temple University

V. Glenn Chappel East Carolina University

Maurice Clabaugh Ball State University

Stephen W. Clopton Virginia Polytechnic Institute & State University

Ernest Cooke Memphis State University

Ernest F. Cooke Memphis State University

Philip D. Cooper University of Tulsa

William F. Crittenden Florida State University

John Crompton Texas A&M University

vi

Lowell Crow Western Michigan University

Refik Culpan Penn State University

Michael d'Amico University of Akron

Mallika Das Mount Saint Vincent University

M. Wayne Delozier University of South Carolina

B.J. Dunlap Appalachian State University

Mark Dunn University of Notre Dame

Donald Eckrich Illinois State University

Wilke English University of Texas-EI Paso

Wallace Feldman Suffolk University

Richard J. Goerge Saint Joseph's University

Jonathan M. Goodrich Indiana University

Jim Grim Illinois State University

Metin N. Gurol Saint Joseph's University

John M. Gwin Univerisity of Virginia

Lynn Harris Shippensburg State College

Jon Hawes University of Akron

Stephen Hutchens Creighton University

L. Lynn Judd Western Illinois University

Erdener Kaynak Mount Saint Vincent University

William J. Kehoe University of Virginia

John Keyt East Carolina University

Paul Kim Clarion State College

G.E. Kiser University of Arkansas-Fayetteville

A.H. Kizilbash Northern Illinois University

S.V. Kolla Clarkson College

Vinay Kothari Stephen F. Austin University

Robert E. Krapfel University of Maryland

Frank P. Land University of North Carolina at Greensboro

C. John Langley Jr. University of Tennessee

Mary Ann Lederhaus University of North Florida

Myron J. Leonard Western Carolina University

Jay D. Lindquist Western Michigan University

Gordon Long Georgia College

R. Rodman Ludlow Eastern Michigan University

James Lumpkin North Texas State University

Bill Lundstrom Old Dominion University

Raymond Marquardt University of Wyoming

Kevin F. McCrohan George Mason University

Michael A. McGinnis Shippensburg State College

H. Lee Meadow Illinois State University

Robert Miller Northern Michigan University

John T. Moore Eastern Illinois University

Hale Newcomer North Texas State University

Japhet H. Nkonse North Carolina A& T State University

Roser Peterson Eastern Michigan University

vii

John Pliniussen Mount Saint Vincent University

Rick Prokop Gannon University

C.P. Rao University of Arkansas

Ralph A. Reith University of Lowell

John C. Rogers Utah State University

Philip Rosson Dalhousie University

Beheruz Sethna Clarkson College

Terence A. Shimp University of South Carolina

Gerald Skelly University of Mississippi

Mark Slama Utah State University

Richard J. Sparkman Saint Mary's University

A. Edward Spitz Eastern Michigan University

Shaski Thakur LeMoyne-Owen College

Vinod K. Thukral Tulane University

H. Tons Clarkson College

SESSION CHAIRPERSONS

Yao Apasu Floria International University

Nizam Aydin Ohio University

Russell W. Belk University of Utah

Martin L. Bell Rollings College

Robert N. Carter Columbus College

Cecil Tuncalp University of Petroleum & Minerals

Nancy E. Uhrins University of Akron

Lynette Unser Miami University

Carolton S. VanDoren Texas A&M University

Julian Vincze Rollins College

Alf Walle John Carrol University

Robert C. Weems University of Nevada

J. Donald Weinrauch Tennessee Technological University

Ron Weir East Tennessee State University

Brown Whittington Emory University

E. Cameron Williams University of North Carolina at Greensboro

Terrell Williams Utah State University

R. Dale Wilson BBDO

Arch R. Woodside University of South Carolina

Ugar Yavas University of Petroleum & Minerals

V. Glenn Chappell East Carolina University

Robert L. Cook Central Michigan University

John J. Farah University of Wisconsin at Green Bay

Wallace Feldman Suffolk University

William H. Gorman Niasara University

viii

Eugene Grape Northern Arizona University

Walter E. Greene Middle Tennessee State University

Shiv K. Gupta Findlay College

Douglas K. Hawes University of Wyoming

Alfred Hagen California State University at Fullerton

S.M. Jawadekar Academy of Marketing and Management Science

Halsey Jones University of Central Florida

Eugene Kansas University of Wisconsin at EauCiaire

Erdener Kaynak Mount Saint Vincent University

William J. Kehoe University of Virginia

Paul Kim Clarion State College

V.H. Kirpalani Concordia University

Vinay Kothari Stephen F. Austin State University

Frank P. Land University of North Carolina at Greensboro

Jay D. Lindquist Western Michigan University

James R. Lowry Bal State University

Carlton A. Maile Northern Illinois University

Naresh K. Malhotra Georgia Institute of Technology

Lance Masters California State College at San Bernardino

Edward M. Mazze Temple University

Lee Meadow Illinois State University

M. Alan Miller Ball State University

John T. Moore Eastern Illinois University

Japhet H. Nkonse North Carolina A& T State University

Charles R. Patton Pan American University

J. Irwin Peters DePaul University

Robert A. Peterson University at Texas at Austin

Robin T. Peterson New Mexico State University

Rick Prokop Gannon University

Glen Riecken East Tennessee State University

John C. Rogers Utah State University

A. Coskun Samli V.P.I. and State University

Donald R. Self Georgia Southern College

James Sood American University

Richard N. Sparkman Jr. St. Mary's University

Richard A. Still University of Georgia

Peter K. Tat Memphis State University

Edward A. Tomeski Barry University

M. Venkatesan Wright State University

Alf H. Walle John Carroll University

John G. Watson Bonaventure University

Gene C. Wunder Ball State University

Ugar Yavas University of Petroleum & Minerals

ix

DISCUSSANTS

Raj Arora Bradley University

Dub Ashton University of Arkansas

Nizam Aydin Ohio University

Harold Babb University of Richmond

Vedat Baydar St. Mary's University

LaRue Berens Indiana State University

Kenneth J. Burger University of Virginia

Philip C. Burger SUNY at Binghamton

Robert N. Carter Columbus College

Maurice Clabaugh Ball State University

Joel Cohen University of Florida

William A. Cohen California State University at Los Angeles

Ernest F. Cooke Memphis State University

Philip D. Cooper University of Tulsa

Refik Culpan Pennsylvania State University

lmran Currim University of California at Los Angeles

Helena Czepiec DePaul University

Michael d'Amico University of Akron

Donald F. Dixon Temple University

Chauncey Elkins Valdosta State College

Ruth Erickson Moorehead State College

Wallace Feldman Suffolk University

Richard George St. Joseph's University

William H. Gorman Niagara University

Eugene Grape Northern Arizona University

Lynn Harris Shippenburg State College

Wesley J. Johnston Ohio State University

Ben B. Judd Jr. University of Bridgeport

L. Lynn Judd Western Illinois University

Algin B. King Christopher Newport College

Larry Knight Indiana State University

Ken Kono Hofstra University

Jay D. lindquist Western Michigan University

Rod Ludlow Eastern Michigan University

Allan Master Tennessee Technological University

Lance Masters California State University at San Bernardino

Lance Masters University of California at San Bernardino

M. Alan Miller Ball State University

Gary M. Mullet Sophisticated Date Research

Japhet H. Nkonse North Carolina A& T State University

Richard D. Nordstrom California State University at Fresno

C.W. Park University of Pitsburg

Robin T. Peterson New Mexico State University

Ved Prakash Florida International University

x

V. Kanti Prasad University of Wisconsin at Milwaukee

Z.H. Qureshi St. Mary's University

Don Rahtz College of William and Mary

C.P. Rao University of Arkansas

Nabil Razzouk California State College at San Bernardino

Allan C. Reddy Valdosta State College

John C. Rogers Utah State University

Donald R. Self Georgia Southern College

Beheruz Sethna Clarkson College

Steven D. Silver University of California at Berkeley

S.P. Singh University of Alberta

Mark Slama Utah State University

Allen E. Smith Floridak Atlantic University

Paul C. Thistlethwaite Western Illinois University

Kenneth Traynor Clarion State College

Julian W. Vincze Rollins College

A. Clyde Vollmers Moorehead State University

Joanna Wallace Ball State University

William C. Wilkinson North Carolina A& T State University

Terrell G. Williams Utah State University

Bernard Yevin Alma College

xi

FOREWARD

It has been our pleasure and privilege to edit DEVELOPMENTS IN MARKETING SCIENCE Volume VI, the PROCEEDINGS of the 1983 Annual Conference of the Academy of Mar­keting Science in Las Vegas.

This volume contains over 200 papers on contemporary marketing topics. The number and quality of papers included in the 1983 PROCEEDINGS make it unique in the history of the Academy of Marketing Science. Papers received by the Program Chairman and the various Track Chairmen were reviewed in the usual double-blind refereeing process by two or more individuals qualified in the given area. Based on the evaluation and re­commendation of the reviewers, papers accepted for presentation at the conference have been grouped into relevant marketing areas.

Publishing of these PROCEEDINGS depended directly or indirectly on the help and cooperation of many individuals. The program chairman, the track chairmen, the reviewers, the authors, the typists, and others were faced with serious time/resource constraints and numerous guidelines. They were most cooperative in following the guidelines.

Several people in Logan, Utah were helpful. Barbara Marinelli did typing, helped process the published papers, and had to do many other things concerning this volume. Profes­sor Howard Carlisle, Head of the Department of Business, Dr. Richard Smith, Dean of the College of Business and Dr. Bartell Jensen, Vice President for Research at Utah State University provided encouragement and a lot of necessary administrative support.

The Academy sincerely appreciates the support provided by the Niagara University to Dr. V.V. Bellur, Program Chairman, and thanks Professor Robert G. Allyn, Dean, College of Business Administration.

Administrators at other institutions also extended their support. Among them were: Dr. Ed Johnson, Dean of the School of Business, Texas Christian University; Dr. Edward Mazze, Dean of the School of Business, Temple University; Dale Lewison, Head, Depart­ment of Marketing, University of Akron; and Dr. Ed Tauber, Chairman, Department of Marketing, University of Southern California.

On behalf of the officers and fellows of the Academy of Marketing Science we wish to thank all these organization and individuals tor their generous support and contributions. Without their efforts and assistance, the PROCEEDINGS would not have been possible.

In preparing this publication, we have exercised a great deal of care to minimize errors and omissions. Our sincere apologies to those who are affected by our mistakes!

We have enjoyed working with our colleagues in the Academy, and we hope that we have met your expectations.

May 4, 1983 Miami, Florida

John C. Rogers Ill, Utah State University William A. Dempsey, Temple University Charles W. Lamb Jr., Texas Christian University Dale M. Lewison, University of Akron Patrick Schul, University of Southern California Saraswati P. Singh, University of Alberta

xii

PREFACE

The Academy of Marketing Science is a consortium of University academicians and business executives whose purpose is to:

1. Further the science of marketing throughout the world by promoting research and the dissemination of findings.

2. Provide a forum for studying and understanding of marketing as an economic, ethi· cal, and social force.

3. Furnish, as appropriate and available, material and other resources for the solution of marketing problems which confront particular firms and industries, on the one hand, and society at large on the other.

4. Provide for the Fellows of the Academy reviewer assistance on scholarly articles and opportunities for publication.

5. Sponsor one or more annual conferences to enable the Fellows of the Academy to present research results; to learn by listening to other presentations and through interaction with other Fellows and guests; to avail themselves of the placement process; to conduct discussions with book editors, and to extend other relevant information.

6. Assist fellows in the better utilization of their professional marketing talents through redirection, reassignment, and relocation.

7. Provide educator Fellows with insights and such resources as may be available to aid them in the development of improved teaching methods, materials, devices, and directions.

8. Seek means for establishing undergraduate scholarships and professional university chairs in the field of marketing.

9. Offer Fellows of the Academy status to business and institutional executives and organizations.

10. Establish Chapters of the Academy worldwide.

Devoted to implementing these goals, the Academy continues to move forward. The Journal of the Academy of Marketing Science, the Academy Monograph Series, and the Academy's Annual Conference promote research, act as vehicles for dissemination of these goals, and provide a forum for stimulating communication and interaction. The number of our Fellows and of institutional subscribers steadily increases, and the journal's national and international recognition spreads dramatically. It is now sub­scribed to in all the United States, including of course, Alaska, Hawaii, and Puerto Rico. Internationally, its reach has grown rapidly; foreign subscribers exceed 150. In Canada, they are extensive both in number and geographic reach. Over 100 are sent overseas. In Europe the journal goes to Belgium, Dennmark, England, Finland, the Netherlands, Spain, Sweden, Switzerland; but the journal is also subscribed to in Australia, New Zealand, British Columbia, China, Egypt, Guam, India, Israel, Japan, Korea, Manila, Mexicao, Nigeria, Nicaragua, Trinidad, and Turkey. Library and business requests for information and samples arrive constantly from new regions.

A vote of confidence and congratulations is due to our new Academy President, Ivan R. Vernon. The Academy also extends congratulations to Mr. Anthony Burns, our "Mar­keter of the Year." We are grateful to Venkatakrishna V. Bellur, Vice President of Programs

xiii

and 1983 Conference Program Chairman, for his devotion to conference planning and to achieving an excellent program. We appreciate the hard work done by John C. Rogers, Ill In editing these Proceedings and by Mrs. Kirsten Bellur for her valuable assistance in many phases of conference tasks. We congratulate the authors published here, and we thank them, for their papers are indeed the heart of the conference. To our Research-in­Progress their projects. To track chairmen, session chairpersons, speakers, discussants, and to the reviewers of papers submitted to the conference, we express our thanks for their important contributions. We are indebted to the University of Miami for the excellent arrangements in Miami Beach. The participation of our business colleagues is a strong and rewarding part of Academy Operations. Finally, much gratitude goes to our con­ference Co-sponsors for their financial and moral support. On behalf of the Officers of the Academy, please accept our best wishes for a pleasurable and profitable Conference.

May 4, 1983 Miami Beach, Florida

Harold W. Berkman Jane K. Fenyo

xiv

TABLE OF CONTEr!TS

CHANNELS OF DISTRIBUTION

"Patte,..ns of Success in Small-City Downtown Retailing" ............................................ . Pete,. S. Ca,..usone, W~"ight State Unive~"sity B~"enda J. Moscove, Califo,..nia State College, Bakersfield

"The Information Flow and Its Impact Upon Channel Performance in the Fo"d Industry" ••• , •••••.•.••••. John L. Haverty, St. Joseph's Unive,..sity

11 Owner /Manage,.' s Age and Retailing Ex pe~"ience: Do They Influence Business Stl"ateg ies and SuccP.ss? 11 ..

L. Lynn Judd, Western Illinois University

"Distribution Channels and Energy Crisis: A Historical Perspective" ••••••.•.•.•.•••....•.•.••......• J. Daniel Lindley, Ohio University Rajindar K. Koshal, Ohi" Unive,..sity

"A Value Exchange Model for the Channel of Distributi,n" .••••••.••••• , .•••••.•••.•••••.•.•.•.•.•.•.. J, Paul Merenski, University of Dayton Richard Lee Miller, University of Dayton M. Wayne DeLozier, Univerisity of South Carolina

"Retail Store Image Research--A Critical Review" •.•.••••.•..•••.••.••• , •••••••••.•.•••.•.• , ••• , .•••.. David K C Tse, (student) U C Berkeley

"Sources of Consumer Satisfaction With Retail Outlets: Issues and Evidence" ............ , ........... . Lynette S. Unger, Miami University James M. Stearns, Miami University Jack A, Lesser, Miami University

11 A Preliminary Investigation of the Quadrants of Recycling Model" •••••.••••••••• , .•••••.••••.••••.••• Alf H. Walle, Department of Marketing, John Carroll University, University Heights, Ohi"

COMPARATIVE MARKETING

"Marketing Computer Systems in the Middle East: A Comparative Study "f Turkey and Saudi Arabi'l 11 •••••

Metin N. Gurol, Saint Joseph's University Ahmet A. Yucel, University of Baltimore

"Strategic Market Planning in Norway" •••••••••••••.••••••••••••.••••••••••.•••.•••• , ••••••• , •••.•.••• David E. McNabb, Pacific Lutheran University Andreas Udbye (student), Pacific Lutheran University Axel Arentz (student), Pacific Lutheran University

11 Spect Planning and Marketing Intelligence and Informatit)n Systems - The Euro-Canad ian Interface" •••• John K. Pliniussen, Mount Saint Vincent University

CONSUMER BEHAVIOR

"The Ev al uati ve Uncertainty and Ev al uati ve Imp,rtance Dimensions of Perceived Risk"., ••••••••••• , •••• Joseph J. Belonax, Jr,, Western Michigan Universiy Andrew W. Brogowicz, Western Michigan University

"The Market for Fine Restaurants".,, •••••. , ...••.••••••.....••••••••••..••••...•••••••••.•...•.•.•••• Kent L. Grazin, University of Utah Kenneth D. Bahn, Virginia Polytechnic Institute and State University

11 A Comparison of Direct and Indirect Paths of Influence Leading frl)m Situation to Consumption" ....... Kent L. Grazin, University of Utah Terese L. Lookinland (student), University of Utah

"The Gene'1ic User/Nonuser and the Process of Adoption" ..................................... , Nessim Hanna, Northern Illinois University Bob Ahuja, University of Wisconsin Dee Kumar, Northern Illinois University

"A Study of the Effects of Information on the Size of the Evoked Set" .................. , ........... .. Raymond L. Horton, Lehigh University

"Credit Card Usage Behavior: Some Insights from Nova Scotia, Canada" ••••••••••••••••••••••• , ••• , •••• Erdener Kaynak, Mount Saint Vincent University Ugur Yucelt, No,..wich University

1

12

6

22

17

28

34

38

40

45

46

52

57

63

68

72

78

xv

"Student Choice Behavior in Shopping Area Selection" ••••••••••••••••.••••••••••••.••••••..•.••••••••• John C. Keyt, East Carolina University Havva J. Altuner, East Carolina Universiy

11 A Comparison of Consumer Attitudes Toward Cremation" ••••••••••••••••••••••••••.•••••••.•.•.•.•.•.••• Paul Y. Kim, Clarion State College

"A Test of the Descriptive Value of Family Life Cycle" .............................................. . Jack A. Lesser, Miami University Peggy A. Murphy (student), Miami University Sandra A. Jennings, Miami University

"A Factor Analytic Replication and Comparison on the Dimensionality of the I-E Scale" •.•••••••••.•••• William J. Lunstrom, Old Dominion University Ernest B. Uhr, Old Dominion University Donald Sciglimpaglia, Old Dominion University

"Purchase Intentions and Brand-Positioning Strategy: An Exploratory Study" •••••.••.••••..••••.•••••• W. H. Mahatoo, McMaster University

"Personality as a Predictor Variable: Problems and Implications" .•••.••.•.•.•••.••••.•..•••••••••••• Sak Onkvisit, Chicago State University John J. Shaw, Bentley College

"Personal Correlates of Generalized Consumer Preferences for Family Brands" ••••••••.•.••••••.••...••. V. Kanti Presad, University of Wisconsin-Milwaukee George P. Moschis, Georgia State University Jeffrey D. Fribert, Western Publishing Company, Inc.

"Consumer Expenditures From Windfall Income" ••••••••••••••.•••••••.••••••••••••••.•••.•••.••••••••••• Margaret H. Rucker, University of California, Davis

"The Combined Effects of Brand and Store Reputation on Consumer Perceived Risk and Confidence" ••.•••• Robert L. Taylor, Midwestern State University C.P. Rao, University of Arkansas at Fayetteville

"An Expected Value Model of the Consumer Decision to Seek Legal Redress" .•.•••..••.•..••.•.•••••••••• Michael Ursie, University of Florida Roger J. Best, University of Oregon Rebecca J. Klemm, Georgetown University

"The Retail Service Innovator: A Canonical-Based Segmentation of the Early Adopter Catalog-Grocery

User" •••••••••••••••••••••••••••••• • • • • • • • • • • • • • • • • • • • · • • • · • • · • • • • • • • • · • • • • • • • • • • • • • • • • • • • • • • • ' • ' • • • • Stuart Van Auken, University of Louisville

"Generalized Market Segments for Frequently Purchased Consumer Goods" ••••••.••.•••.•••••••••..••••.•• Terry M. Weisenberger, University of Richmond Harold W. Babb, University of Richmond

"Reaching for the Soul of the Consumer" ............................................................. . David R. Wheeler, Suffolk University

"The Luscher Color Test and Buyer/Seller Negotiating Behavior" ••••••••.••••••••••••••••••••••••••.••. Terrel G. Williams, Utah State University John C. Rogers, Utah State University

"Deal Prone Consumers: A Comparative Profile of Coupon Users and Nonusers*" ....................... .. Ugar Yavas, University of Petroleum and Minerals

Futurism in Marketing

"The Future of Telecommunications Shopping: What are Consumers Waiting For?" ...................... .. Richard J. George, Saint Joseph's University

"Tomorrow's Segmentation Strategies May Invite Social and Legislative Conflict" ••••••••••••••••••.••• Burton H. Marcus, University of Southern California

"High Technology Products: The Future of Protectionism" •••••••••••••••••••••••.•••••••••••••.••••••• Kevin F. McCrohan, Georgia Mason University

"Futuristics and Innovation in Marketing" ••••••.••••••••••••••••••••••••••••••••••••••••••••••••••••• A. Edward Spitz, Eastern Michigan University R. Rodman Ludlow, Eastern Michigan University

83

87

90

95

99

104

110

113

117

122

126

130

135

136

139

143

147

150

153

xvi

Health Services Marketing

"Ctlrporate and Marketing Strategy in Health Care: How Do the Investor-Owned and Not-for-Profit

Hospitals Differ?" •••••••••••••••••••••••••••••••••••••••••••••••••• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • · • · • Bruce H. Allen, DePaul University (Contributing Researchers: Ken Mueller and Juliana Simmons- MBA candidates, DePaul Universiy)

"Assessing Community Intere.st in a Health Risk Appraisal Program" ••••••••••••••••.•••••••••••••.•.••. Michael F. d 1 Amico, The University of Akron David P. Lloyd, The University of Akron

"Use of Advertising to Institute Price Competition in Health Care Market: Some Preliminary Findings"

Ik-Whan Kwon, St. Louis University Joe H. Kim, Rider Ct>llege

"Product Design Issues and Hospital Staffing" •••••••••••••••••••••••••••••••••••.•.••••••• ••••·•••••• M. Jeffery Kallis, San Diego State University Kathleen A. Krentler, San Diego State University

"Randomized Systematic Sampling in Physician Surveys" •••••••••••••••••••••••••••••••••••••.••••.•• •.• Alan Oppenheim, Montclair State Ctlllege Rosa Oppenheim, Rutgers University

"Barriers to Greater Utilization of Marketing Research in the Health Care Sector: Recommendations

Improvement" •••••••••••••••••••••••••••••••••••••••••••• • • • • • • · • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Peter M. Sanchez, Villanova University Stephen W. Miller, St. Louis University

"A Marketing Audit for Nursing Administration" •••••••••••••••.••••••••.••••••••••••••••••••••••• ••••· Lynn-M. Schultz, MedAmerica Health Services Rebecca M. J. Yates, University of Dayton

"Strategic Marketing in Small Hospitals: Confronting the Challenges and Opportunities" ••.•••••••••••

J. Donald Weinrauch, Tennessee Technological University Janie R. Pierce, Tennessee Technological University

INDUSTRIAL MARKETING

11 Job Analysis: The First Step in Selecting and Training Salespeople" ••••••••.•••••••••••••••.••••••• T. A. Cates, Memphis State University E. James Randal, Georgia Southern College Ernest F. Cooke, Memphis State University

11 Industrial Sales Meeting Subject Content: A Comparison of Subject Importance" •••••••.••••.•••••••••

Robert W. Eckles, University of Wyoming Timothy J. Novotny, University of Wyoming

"Organizational Psychographies: Implications for Industrial Marketing" •••••••••••••••••••••••••••••• Alvin J. Williams, University of Southern Mississippi A. Ben Oumlil, Moorhead State University

INTERNATIONAL MARKETING

11 An Empirical Analysis of the Psychic Distance Argument for Export Development" •••••••••••••••••••••• Michael R. Czinkota, Georgetown University Michael L. Ursie, University of Florida

"Package Deal Negotiations: Swedish Ct>mpanies and Developing Countries" •••••••••••••••••••••• •• • • • • • Pervez N. Ghauri, Uppsala University

11 Travel Patterns and Service Preferences of Americans Flying to Europe" ••••••••••••••••••••••••••••••

Sion Raveed, late of the University of Southern Illinois- Carbondale Heiko de B. Wijnholds, Virginia Commonwealth University Bob S. Hodges, Ill, Virginia Commonwealth University

"International Marketing: The Case of Management Contracts" ••••••••••••••••••••••••••••••••••••••••• D. Deo Sharma, Uppsala University

MARKETING EDUCATION

"Remarks on Determinism, Deducing Macro Laws From Micro Facts and other Issues in the Philosophy of Model Building in Marketing ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

David J. Curry, The University of Iowa

158

164

166

171

174

178

181

187

192

197

198

199

202

208

213

218

xvii

"Interaction and Interdependency of Media Messages in Advertising: A Simulation Game for Students ••. Jim Grant, University of South Alabama Steve Zimmerman, Uni ver si ty of South Alabama

"Fund am ental Marketing Equation: It is More Than In-Depth Sales Analysis" ••••• , ••••••••••••••••••••• Ken Kono, Hofstra University

"Male vs. Female Student Attitudes Toward Careers in Professional Selling" ••••••••••••••••••••••••••• Myron J. Leonard, Western Carolina University Keith T. Stephens, Western Carolina University Walter Gross, University of Georgia

"Selecting Live-Case Projects for the Advertising Class" ••••••••••••••• , •••••• , •••••••••••••••••.•••• Douglas J. Lincoln, Boise State University Gary McCain, Boise State University

"The Diagnostic Module: A Method of Measuring Learning Integration" ••••••••••••••••••••••••••••••••• Kenneth Traynor, Clarion University of Pennsylvania

"The Effect Class Size Quality of Instruction--Large Class Size Versus Small" •••••••••••••••••••••.•• Clarence E. Vincent, Indiana State University Steven W. Lamb, Indiana State University

"Students' Perceptions of American-Born vs. Foreign-Born Instructors: A Preliminary Experiment" ••••• Wandwossen Kassaye, Suffolk University Wallace Feldman, Suffolk University

MARKETING HISTORY AND THEORY

"Marketing as Exchange" .••••••.•••••.•.•.•.•.•.•.•.••••••••••••••••••• , ••••••••••••••••••••••••• ·•• •• Rama Asundi, University of Puerto Rico Mayaguez

"Premixing, Remixing, and Scratch Mixing in the Marketing of Goods, Services, and Goods/Services Bundles" ......................................................... , •.•.•..•.... , ..................... .

Martin L. Bell, Rollins College

"The Application of Historical Military Strategy Concepts to Marketing Strategy" •••••.•••.•••••.••••• William A. Cohen, California State University, Los Angeles

"An Update on the Concept of the Marketing Mix 11 •••••••••••••••••• 1 .................................. .

Ernest F. Cooke, Memphis State University

"Toward a General Systems Theory of Marketing" •••••••••••••.••••••••••••••.•••.•••••••••••••••••••••• Kent L. Grazin, University of Utah

"Brand Name Development: A Historical Perspective" ................................................. . Carlton A. Maile, Northern Illinois University A. H. Kizilbash, Northern Illinois University

"A Theoretical and Historical Update on Retail Store Image and Consumer Satisfaction/Dissatisfaction" ••••••••••••••••••••••••••••••••••••••.••••••••••••••••••••••••••••••••

Japhet H. Nkonge and Peter Ndoma-Ogar Northern Carolina A. and T. State University

"Hierarchy of Needs in Transition: A Theory of Business Motivation" ............................... .. Richard D. Nordstrom, California State University, Fresno William Renforth, Western Illinois University

MARKETING IN THE THIRD WORLD COUNTRIES

"Teaching Marketing Management in a Developing Country: The Moroccan Experience" ................. .. Lyn S. Amine, University of Wisconsin-Whitewater

"Some Controversial Third World Countries: We Need Marketing, Too" •••••••• , ••••• , ••••••••••••••••••• Deirdre M. Bird, Purdue University

"The Impact of Multinational Retailers in the Third World an Exploratory Study" •••••••••••••••••••••• Madhav Kacker, Hofstra University

"The Problems, Concerns, and Strategies of the Multinational Corporation" ........................... . Walter Earl Greene, Ph. D., Middle Tennessee State University

"Market Planning in Agricultural Development: An Alaskan Example1 of How Not to Do It" ............ .. Jeffery M. Kallis, San Diego State University Carol Lewis, University of Alaska Wayne Thomas, University of Alaska

289

294

298

224

227

232

237

241

246

248

252

259

263

266

269

274

278

282

303

307

xviii

MARKETING MANAGEMENT

"Personal Values and the Salesperson 1 s Performance: A Theoretical Perspective" •••••••••••••••••••••• Yao Apasu, Florida International University Seth N. Buatsi, Hofstra University

"The Innuence of Area Characteristics on Intermarket Patronage111 ................................... . Leland L. Beik, The Pennsylvania State University Larry M. Newman, Drexel University

"An Analysis of Discriminating Criteria in the Financial Service Market" ••••••••••••••••••••••

Joseph J. Belonax, Jr., Western Michigan University Lowell E. Crow, Western Michigan University

"The Marketing Mix, The Retailing Mix and the Use of Retail Strategy Continua" ...................... . John S. Berens, Indiana State University

"The Sun Belt Myth" •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• • • • • • • • • Ernest F. Cooke, Memphis State University

"What Makes a Good Salesperson" ••••••••••••••••••••••••••••••••••••••••••••••• ••••••••••••••••••• • • • • John J. Farah, University of Wisconsin-Green Bay

"Evaluation Criteria Employed by Females as to Store Patronage and Womens' Clothing Selection - A Comparative Analysis of Blacks and Whites based on Selected Socio-Economic Variables •••••••••••••••••

Algin B. King, Christopher Newport College Michael Loizidies, Old Dominion University Vicki Reid, Old Dominion University

"Significance of Personal Innuences in Purchase Decisions of Services: A Case of Membership-Based

Service Organizations" ••••••••••••••••••••••••••••••••••••••••• •• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Ken Kono, Hofstra University

"Marketing Management, the Family and Company Survival in the 1980's" .............................. .. Lionel A. Mitchell, Acadia University and visiting Professor, McMaster University

"Organizational Factors Involving the New Product Development Manager" ••••••••••••••••••••••••••••••• Steven Lysonski, University of Rhode Island David Wilemon, Syracuse University

"A Unique Product as a Perceived Advantage Among Small- and Medium-Sized Manufacturing Firms" ........ Jesse S. Tarleton, The College of William and Mary George Tesar, University of Wisconsin- Whitewater

NON PROFIT

"The American Red Cross: Awareness and Attitude Towards Its Programs" ............................ .. Vekatakrishna V. Bellur, Niagara University

"Philosophical Orientation: A New Dimension for Market Segmentation by Nonprofit Organization ...... Helena Czepiec, DePaul University

"A Research Design for Performing a Marketing Analysis for a State University" .................... .. Jerry M. Dehay, East Texas State University R. Dean Lewis, Sam Houston State University

"Extending Marketing Technology Into a New Frontier-Diffusing Municipal Technology" •••••••••••• , •• , • Waly Elmer, Le Hoyne College Clint Takersley, Syracuse University

"Psychological Profiling of Higher Education Institutions: A Two University Comparison"•••••••

Richard J. George, Saint Joseph's University

"The Marketing of Intercollegiate Sports: Problems, Mistakes and Future Opportunities" ............ . Alan J. Masters, Tennessee Technological University J. Donald Weinrauch, Tennessee Tech University

"Marketing in a Nonprofit Organization: A Case Study" Jay Nathan, University of Wisconsin-Parkside

311

317

318

323

328

334

339

344

349

355

360

363

369

373

378

379

384

388

xix

"The Needs and Perceptions of a University Major Publics: An Empirical Investigation" ............. . Nabil Y. Razzouk, California State College, S.B. Carl W. Voigt, University of California, L.A.

"The Marketing of Insurance Benefits for Higher Education - The Buyer 1 s Side" ••••••••••••••••••••••• Weldon L. Smith, Stephen F. Austin State University Vi nay Kothari, Stephen F. Austin State University

RESEARCH

"A Stochastic Model of Organizatonal DMU 1 s Response to Changing Service Prices" •••••••••••.•••••..•. Manoj Agarwal, State University of New York at Binghamton Philip Burger, State Uni ver sit y of New York at Binghamton

"An Integrated Approach to the Use of Information in Marketing Decision Making" •.•••••.••••.••.••••• Fred C. Allvine, Georgia Institute of Technology Rafiq Sherali (student), Georgia Institute of Technology

"McNemar's Test for Differences in Proportions: The Forgotten Tool for Marketing Research Practitioners" ••••.••••••••••.•.•••••••.••••••••••••.•••••••••••••••••••.••••.•••. •• • · • · • • •

Mark L. Berenson, Baruch College--CUNY M. Barry Dumas, Baruch College--CUNY Eve Mazur (student), Baruch College-CUNY

"Marketing Research Through Input-Output in Developing Countries" ••••••••••••••••.•••.••••••••.•.••• W. K. Brauers, University of Antwerp (RUCA)

"Longitudinal Study of Preferences for Multinational Products" ••.••••••••••••••••.•.•.•...•.•.•••••• Faramarz Damanpour, James Madison University John H. Hallaq, University of Idaho

"Split-Sample Reliability of a Secondary Sequence Effect on Questionnaire Item <Anission" ••••••••••.• John R. Dickinson, University of Windsor Eriz Kirzner, University of Waterloo

"Is it Ethical to Use Unlabeled Keys on Mail Questionnaires?" •••.•••••.•.••••••••••••••••••••••••••• Curt J. Dommeyer, California State University, Northridge

"The Rokeach Inventory of Personal Values as a Measurement Tool in Cross Cultural Consumer Research" ...•••...•••••••.•.•••••••••••••••••••••••••••.•••••••••••••••••••••••.•••..•.•••.

Kam-Hon Lee, The Chinse University of Hong Kong

"Buyer's Price Perceptions: An Experimental Methodology" Daulatram B. Lund, Iowa State University

"Some Emerging Directions in Marketing Research: Overview of the Track" ••••••••••••••••..•••.•.••.• Maresh K. Malhotra, Georgia Institute of Technology

"Differentiating Between Store Images: An Evaluation of Three Scaling Methods" •••••••••.••••••••••• Dennis Menezes, University of Louisville Satish Chandra, University of Louisville

"Open Ended Question V. Rating Scale: An Empirical Comparison" Steve Seiberling (student), Georgetown University Steve Taylor (student), Georgetown University Michael Ursie, University of Florida

SOCIETY

"Can Complaint Knowledge and Experience Affect Perceived Consumer Satisfaction?" ••••••••••.••••••••• Robert M. Cosenza, University of San Francisco Stephen D. Calvert, University of San Francisco Jerry W. Wilson, URTH Enterprises

"The Marketing Concept--A Utopian Dream?" •••••••••••••••••••••••••••••••.••••••••••.•••••••••••••••• John C. Crawford, North Texas State University

"Effects of Price, Advertising Sponsorship, and Fear Content on Consumer Attitudes About Gasoline Conservation" ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••.•

Joseph P. Grunewald, Clarion University of Pennsylvania William L. Shanklin, Kent State University

391

396

401

405

410

414

418

422

425

427

430

434

437

440

446

450

453

xx

PROMOTION

;;Beyond Motivation Training ExperimentH ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• Robert N. Carter, Columbus College

"Bait-And-Switch Advertising: A Conceptual Approach" •••••••••••••••••••••••••••••••••••••••••••.••• Hossein Emamalizadeh, University of Louisville

"Sex-Role Stereotyping in Advertisings: A Re-Examination" Steven Lysonski, University of Rhode Island

"Labels of Primary Potency in Multi-Ethnic Marketing Environments" •••••••••••••••••••••••••••••••••. Robert M. MacGregory, Bishop's University

"Advertising Appeal For Blacks: All-White, All-Black, or Integrated Ads" .......................... . Sak Onkvisit, Chicago State University John J. Shaw, Bentley College

11 A Field Study of the Extended Communication Effects of a One-Shot Promotional Event" ••••••••••••••• Dan L. Sherrell, Louisiana State University Alvin C. Burns, Louisiana State University

"Marketing Certified Public Accounting Services: A Progress Report" ............................... . Kenneth Traynor, Clarion University of Pennsylvania Randon C. Otte, Clarion University of Pennsylvania

POLICY

"Consumer Utilization and Reactions Toward Two Grassroots Dispute Resolution Systems" ............. .. Ronald J. Adams, University of North Florida

"Consumer Information Programs and Regulatory Reform: The Case of Informing People About Drugs" •••• Charles F. Keown, University of Hawaii

"Strict" or "Absolute"? The Effect of Recent Trends in Product Liability on Marketing Decisions" Frank P. Land, University of North Carolina at Greensboro E. Cameron Williams, University of North Carolina at Greensboro

"Licensing: A Tri-State Survey" •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• Margaret W. Maxfield, Louisiana Tech University Joseph A. McKinney, Baylor University James B. Townsend, Kansas State University

"The Need for a Public Policy for the Transportation of Coal: Both Rail and Slurry Pipeline Are Required" •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

L. Joseph Rosenberg, University of Arkansas at Fayetteville

QUANTITATIVE MARKETING

11 Mul ticoll ineari ty: Detection and Some Solutions" •••••••••••••••••••••••••••••••••••••••••••••••••• Raj Arora, Bradley University

"Barriers to the Use of Quantitative Techniques in Marketing Decision Making" ...................... . William A. Haley, University of North Carolina at Greensboro Edward J. Ryan, Jr., University of North Carolina at Greensboro Jackson P. Cooke, Miller Brewing Company

"Risk Assessment in the Product Portfolio: A Quantitative Approach" Sharon A. Grimes (student), Louisiana State University Michael F. Petruny (student) , Louisiana State University David M. Cadell, Louisiana State University

"An Analysis of Criteria Associated with Developing Hospital Image" Arno Kleimenhagen, University of Wisconsin-Whitewater Debbie Reitinger, University of Wisconsin-Whitewater

.....

xxi

461

465

469

473

474

4

482

491

496

486

457

458

501

506

510

511

79

"Utilization of the First Order Markov Model in Predicting the Market Share of a Newspaper" ..••••••• Kemal Kurtulus, Istanbul University, Turkey

"Reliability of Marketing Measurements Revisited: An Evaluation of Alternative Techniques in Grocery Shopping Behavior" ••••••••••••••••••••••••••••••••••••••••••••••.••••••••••••••••••••.•••

Ravi Pameswaran, Oakland University Attila Yaprak, Wayne State University Ugur Yavas, University of Petroleum and Minerals

"A Methodology for Examining the Congruency of Factors Derived from Different Samples" •.•••.•.•••.•• Metin Togay, University of Wisconsin-Whitewater G. M. Naidu, University of Wisconsin-Whitewater Tamer Cavusgil, University of Wisconsin-Whitewater

"Reliability Measurement in Marketing: A Modification Study" Ugur Yavas, University of Petroleum and Minerals Glen Riecken, East Tennessee State University

"A Study Measuring the Influence of Advertising on Cigarette Consumption: Estimation with OLS Model" •••••••••••••••••••••••••••••••••••••••••••••••••••••••••.•••.•••••••••••••••••••••••

Ugur Yucelt, Norwich University Erdener Kaynak, Mount Saint Vincent University

TOURISM

"The Concept of Promotion Mix as Applied to Hotel Marketing" •••••••••••••••••••••••••••••••••••••••• Metin N. Gurol, Saint Joseph's University Mustafa H. Bilen, Hyatt Hotels Corporation

"Segmenting the Hotel Market" ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• Metin N. Gurol, Saint Joseph's University Mustafa H. Bilen, Hyatt Hotels Corporation

"An Exploratory Study of Brand Loyalty in Selecting Travel Destinations" •••••••••••••••••••••••••••• Peter K. Tat, Memphis State University John R. Thompson, Memphis State University

RESEARCH IN PROGRESS

"Membership Marketing: A Success Story at the American Medical Association" •••••••••••••••••••••••• Bruce H. Allen, DePaul University Lisa Watson, (student), DePaul University

"State and Local Tax Incentives: A Weapon in the War to Attract Distribution Facilities" ••••••••••• Michael F. d 1 Amico, University of Akron Jon M. Hawes, University of Akron

"A Comparison of the Listerine Corrective Advertisement with Specially Designed Corrective Messages" •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

Gary M. Armstrong, University of North Carolina at Chapel Hill Metin N. Gurol, Saint Joseph's University Frederick A. Russ, University of North Carolina at Chapel Hill

"That Mysterious "Black Box" Called OPT" Judith Austin, Niagara University

"The Relative Importance of Physical Versus Service Attributes with Respect to Small Business Vendor Selection" ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

Harold W. Babb, Uni ver sit y of Richmond D. Neil Ashworth, University of Richmond

"Interviewers' Assessments of Respondents' Behavior in New Zealand, 1981-82" ••••••••••••••••••••••••• Raymond F. Barker, Bowling Green State University

11 Norweigian Public and Entrepreneurs: Attitude and Perception Towards EEC Membership" •••••••••••••• Venkatakrishna V. Bellur, Niagara University

"Marketing Research Through the Input-Output Approach in Developing Countries" •••••••••••••••••••••• W. Brauers, University of Antwerp (RUCA)

xxii

516

519

524

527

532

536

541

545

549

550

551

552

553

554

555

556

"An Experiment Investigation of Perceived Sexual Harassment" Benjamin N. Carr, Roger Williams College Karen A. Coombs, The Equitable Life Assurance Society

"Strategic Barriers to Internationalization of Public Enterprises" Rajeswararao Chaganti, Temple University Rahharao Chaganti, LaSalle College Saraswati P. Singh, University of Alberta

"Perspectives in Developing an Interdisciplinary Course in Business Consulting" •••••••••••••••.••••. William A. Cohen, California State University, Los Angeles

"How Does a Threat in the Initial Cover Letter Affect Mail Survey Response?" •.•••••••••.•....•..•••. Curt J. Dommeyer, California State University, Northridge

"The Examination of an Alternative Marketing Strategy for Health Care Services" ••..••••.•.•••••.••••• Dennis J. Doran, St. Ansgar Hospital Scott R. Swenseth, Moorhead State University A. Clyde Vollmers, Moorhead State University

"An Analysis of Response by Buyers to a Proposed Information System for Contact Between Buyers and Sellers of Timber" •••••••..••••.•.•••••••••.•••.•.••...•.•••.•.•.••.•..••••.....•

Louis W. Eckstein, East Carol ina Uni ver sit y

"The Spatial Location of Banking Facilities in Central Business Districts of Nine Major Cities of the United States" •••.•.••••..••.•.••••.•..••..••.•••.•..•.•.•.••.•••••••••••.••.••••.••••

Hossein Emamalizadeh, University of Louisville

"The Electronic Retreat into Wholesaling" ••••••.••••••.•.••••.••••.•..•••.•••...••••.•••.•.•••••.••• Wilke D. English, The University of Texas at El Paso J. Robert Foster, The University of Texas at El Paso

"Lifestyle Profile of Frequent Patrons of Beauty Salons: A Focus on Working Women" •••••••••.•••.••• Hazel F. Ezell, The University of Alabama William L. James, The University of Alabama Jule Gassenheime (student), The University of Alabama

"Marketing Channels for Indian Arts and Crafts: An Empirical Investigation" ••••.•.••••.•••.•.•.•••• A. J. Faria, University of Windsor Pete Mateja, Waltec Industries

"Implementing A Quadratic Programming Approach to the Product Line Pricing Problem" ••.••••••••.....• E. J. Freed, University of Portland James Cooper, University of Portland

"An Investigation of Agency Structure and Broker Attitudes in the North Carolina Real Estate Industry" •.••.•••.•••••••••.•.•••••.•.••....••••.••••.•.••.•....••.•••.•.••••••.•.•...••

Barbara Frew, University of North Carolina at Greensboro James R. Frew, University of North Carolina at Greensboro

"The Marketing of Aiesec, A Non-Profit, Service Organization" ••.•.•.....•••••••.••••••••...•••.••••• Ralph Gallay, Rider College Jeffrey L. Rubin (student), Rider College

"Strategic Planning: The Customer Concept and Corporate Survival" ••••.••••••.••••.•••.•••••.••••••• Walter E. Greene, Middle Tennessee State University Gary D. Walls, Western New Mexico University

"Deregulation: An Independent Telephone Company in a Survival Transistion" ••••••••••••••••••••••••• Elizabeth Johnson, California State University, Fullerton

"On Advancing Women Within Marketing Management: The Importance of Men tori ng" •••••••••••••••••••••• Ben B. Judd, Jr., University of Bridgeport Austine E. Olson (student), University of Bridgeport

"Public Policy Options on Energy Conservation - Canadian Attitudes 1980-1982" ••••••••••••••••••••••• G. Keller, Wilfrid Laurier University G. H. G. Mci:bugall, Wilfrid Laurier University

"Measuring Dependence in Marketing Channels: A Non-Perceptual Approach" ••••••••••••••••••••••••••••• John C. Keyt, East Carolina University

xxiii

557

558

560

561

562

563

565

566

567

569

570

571

572

574

576

578

580

581

"The Failure of American Automobile Maufacturers to Successfully Compete with Foreign Automobile Maufacturers in Projecting Their Nameplates as Status Symbols - An Analysis Based on Socio-Economic Variables" ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

Algin B. King, Christopher Newport College Joyce P. King, Hampton Institute

"Marketing Concept and Marketing Mix Strategy with Special Reference to Small Scale Industries in the State of Andhra Pradesh, India" •••••••••••••••••••••••••••••••••••••••••••••••••••

Arvind I. Korba, Osmania University

"Should Doctoral Programs Produce Teachers?" ..................................... , , ................ . Kathleen A. Krentler, San Diego State University Mary J. Molenaar, University of California, Irvine

"Tracking Dysfunctions in Supermarket Ordering and Receiving Systems: A System's App,..oach" ......... . Myron J. Leonard, Western Carolina University William Van Buskirk, Western Carolina University

Attitudes Concerning the Purchase of Domestic Vs. Important P'"oducts: The Jamaican Experience" ••••• Myron Leonard, Western Carolina University Keith Stephens, Western Carolina University Derek Brooks, Western Carolina University

"Locational Correlates of the Sales Performance of Convenience Food Stores" •••••••••••••••••••••••••• Dale M. Lewison, University of Ak,..on Jon M. Hawes, University of Akron

"Nationalism and Its Impact on Marketing: The Case of Quebec" •••••••••••••••••••••••••••••••••••••• Robert M. MacGregor, Bishop's University

Communications Effectiveness: A Matter of Methodology" Carlton A. Maile, Northern Illinois University A. H. Kizilbash, Northern Illinois University

"Executive Attitudes Towards Planning in Selected Industries" C. A. Maile, Northern Illinois University A. H. Kizilbash, Northern Illinois University

"The Personal Computer as a Research Tool in Consumer Behavior Classes" ••••••••••••••••••••••••••••• Fred Miller, Murray State University

"Identification of Socially Compatible Environmental Cues for the Retailing Mix: A Preliminary Study" .............••..........••...........•••.........•............•••••.....••••...

M. Alan Miller, Ball State University

"Why We Don't Understand the Arts Consumer" ........................................................ . Michael H. Morris, Old Dominion University

"Integrating the Concept of Marketing: The Environment-Organization Marketing Interface" ••••••••••• Michael M. Morris, Old Dominion University Don R. Rahtz, College of William and Mary

"Carry-Over Effects in Professional Advertising and Their Implications for Public Policy" ......... .. Japhet H. Nkonge, North Carolina Agricultural and Technical State University

"Not-For-Profit Pricing: Theory & Application" ••••••••••••••••••••••••••••••••••••••••••••••••••••• Richard D. Nordstrom, California State University, Fresno

"The Research-Thought-Practice Triangle: The Case of Health Care Marketing" •••••••••••••••••••••••• Terry Paul, Iowa State University John Wong, Iowa State University

"The Wheel of Retailing Keeps Spinning: The Supermarket Continues with a New Approach" ........... .. Charles R. Patton, Pan American University at Brownsville M. Wayne DeLozier, University of South Carolina

"An Experimental Study of Sales District Decision" ................................................. . Kang Peng, Emory University

"The Impact of Marketing Educational Vouchers" ••••••••••••••••••••••••••••••••••••••••••••••••••••••• Anthony C. Petto, DePaul University James E. Ciecka, DePaul University

"Application of Del-Measure for Cross Classification" Abram Poczter, New York Institute of Technology

xxiv

582

583

584

585

586

587

588

589

593

594

595

597

600

602

604

605

607

608

598

599

"Personal Values, Self-Concept, Internal Vs. External Locus of Cont,..ol, Consumer Discontent with Ma,..keting System, and Satisfaction at the Micro-Level" •••••••••••••••••••••••••••••...••.••••••

Ved P,..akash, Flor'ida International Unive,..sity

"Perception of Women in the Sales Force: The Other Side of the Buyer-Selle,.. Dyad" ••.•......•...••.. William J. Qualls, Unive~"sity of Michigan John F. Monoky, University of Toledo

"Some T,..ade and Development Aspects of a Developing OPEC Count,..y: Nige,..ia" ........................ . C. P. Rao, University of A,..kansas at Fayetteville

"The Prope,.. Role of Ma,..keti ng in the Development of an Af,..ican Count,..y" •.•••••••.•••••••..••••.•.••. C. P. Rao, University of A,..kansas at Fayetteville

"The Use of Quantitative Models in the Study of Physical Dist,..ibution of Fe,..tilize~"s in India" ...... K. S. Rao, Andhra University S. V. Kolla, Cla,..kson College Beheruz, N. Sethna, Clarkson College

"Marketing Management Problems of Indian Small Scale Industries and Government of India's Role" .•..•. B. S. Rathor, Panjab Unive~"sity

11 Ma~"keti ng Strategies of Solar Energy Fi ~"ms: Some Policy Implications" •.•••••.•••.•••••••.•...•.... Ralph A. Rieth, J,..,, University of Lowell Brackston Hinchey, University of Lowell Edward J. Ryan, J,..,, University of No,..th Carolina at Greensboro

"Communication and Information: Thei,.. Relationship to Ma,..keting Decision Support Systems" ...••••••• Konrad E. Sadek, Worold Vision Inte,..national Edward A. Tomeski, Barry University

"A Comparative Study of the Perceptions of Manage~"s Rega,..di ng Gove,..nment Intervention in Marketing Operation" ••••••••••••.•••••••••••.•••.•••••••.••.••.•••..•••••.•..•.•••••

Behe,..uz N. Sethna, Cla,..kson College E~"dogan Kumcu, Clarkson College/University of Istanbul

"A Classification of Public Respondents on the Basis of Thei,.. Perceived Receipt of Informational Announcements from a Governmental Unit" ••••••.•.••••••.•.•••••.••....•••.•.••••••••

Richard 0. Sielaff, University of Minnesota, Duluth

"Learner Specified Course Design: A Conjoint Based Methodology" .••.•.•••.•.•••.•.••....••••••.•.•.• Steven D. Silver (student), University of Califo,..nia, Berkeley Sunil Gupta (student), University of California, Be,..keley

"Heavy Gasoline Consumers and Thei,.. Prefe,..ences for Alte~"native Public Policies Designed to Promote Gasoline Conse~"vation" •.•••.•••••••••.••..••••.••••.••••••••••••••.•••.•..••.•.•

Mark E. Slama, Utah State Unive,..sity Arm en Tashchian, Florid a State Uni ver si ty

"The Application of Marketing Concepts to Fund Raising fo,.. the Independent College" •.•.• , •.•.••••••. Marge~"y Steinberg, University of Ha,..tford

"The Written Case/Project Al ernati ve Approach in Ma,..keti ng Management" ••.••...•••••••••••••••••••••• Paul C. Thistlethwaite, Western Illinois Unive,..sity

11 A Public Policy Change Referendum" ............................................................... .. Betty Thorne, Stetson University Roman Yoder, Fruitland Park Gove~"nment

11 A United Way for the Arts: A New Marketing/Funding Approach or Just a Unique Situation?" •••••••••• Julian W. Vincze, C,..ummer Graduate School of Businss, Rollins College

"Direct Ma,..keti ng: The Basis for Increased Emphasis in the Ma,..keti ng Cu,..ricul urn" Joanna Wallace, Ball State Unive~"sity Maurice Clabaugh, Ball State University

"An Application of the Consumer Behavior Model to the Career Selection p,..ocess" ••••••••••••••••••••• Ralph B. Welle,.., University of Wisconsin-Oshkosh Stanley D. Silbey, University of Wisconsin-Oskhosh R. Kenneth Teas, Iowa State Unive,..sity Susan Krejcarek, J. J. Keller & Associates

"Fashion: A Path to Symbolic Communication" Jordan P. Yale, Hofstra Unive,..sity

xxv

628

629

630

632

633

634

635

610

612

613

615

616

619

621

622

623

624

626

627

SPECIAL SESSIONS, SYMPOSIUM, TUTORIALS, AND WORKSHOPS

1. Marketing Planning and Strategy

Moderator: Dr. A. Coskun Samli, V.P.I. and State University

Panel Members:

Dr. David Cravens, Texas Christian University Dr. David Kurtz, Seattle University Dr. David Luck, University of Delaware

2. Marketing and Quality of Life Interface

Moderator: Dr. A. Coskun Samli, V.P.I. and State University

Panel Members:

Dr. Edward Cundiff, Emory University Dr. Barry Mason, University of Alabama Dr. Lee Meadow, Illinois State University Dr. Joseph Sirgy, V. P. I. and State University

3. Multivariate Analysis

Moderator: Dr. Naresh K. Malhotra, Georgia Institute of Technology

Panel Members:

Dr. Vlilliam R. Darden, University of Arkansas Dr. Paul E. Green, University of Pennsylvania Dr. Arun K. Jain, SUNY at Buffalo Dr. Robert A. Peterson, University of Texas

4. Marketing Capstone Course: Vlhat Should It Be?

Dr. W. E. Bell, California State University, Fullerton

5. Setting Up Structured Experimental Programs for Marketing Faculty

Moderator: Dr. Joseph H. Nkonge, North Carolina A&T State University

Panel Members:

Dr. Charles Evans, Florida A&M University Dr. James Tanner, Case Western University Mr. Paul Kinnison, Diamond Shamrock Corporation

xxvi