ices performed.
Criteria for the selection of local representatives tisement and cited personal acquaintances as their most often
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]
80-375
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]
80-376
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),
pp. 20-29. [Michman] 80-377
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.
5.5 Services Marketing
See also: 80-291, 335
The Competitive Effects of Interstate Banking. Stephen A. Rhoades,
Federal Reser\e Bulletin. 66 (January 1980), pp. 1-8. [Gross]
80-378
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-
used information source.
6.0 MARKETING HISTORY AND THEORY
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] 80-380
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.
[Jackson] 80-381
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] 80-382
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.
[Laric] 80-383
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] 80-384
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
AMA's 64th
ANNUAL MARKETING CONFERENCE
JUNE 14-17,1981
SAN FRANCISCO, CA.
120 / Journal of Marketing, Fall 1980
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-
tion Journal, 8 (Summer 1979), pp. 72-76. [Jackson] 80-385
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.
Basic System One. Jack Flavey, Training and Development Jour-
nal. 33 (November 1979), pp. 18-22. [Jackson] 80-386
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.
. Jranna
m
/1SOCMTION