By Venkatakrishna V. Bellur, James W. Camerius, Brian G. Gnauck
Founded in 1971, the Academy of selling technological know-how is a global association devoted to selling well timed explorations of phenomena concerning the technological know-how of selling in concept, learn, and perform. between its companies to contributors and the group at huge, the Academy deals meetings, congresses and symposia that allure delegates from all over the world. shows from those occasions are released during this court cases sequence, which deals a accomplished archive of volumes reflecting the evolution of the sphere. Volumes convey state-of-the-art study and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of promoting technological know-how (JAMS) and AMS Review. Volumes are edited by means of best students and practitioners throughout a variety of topic parts in advertising and marketing science.
This quantity contains the total court cases from the 1980 Academy of promoting technological know-how (AMS) Annual convention held in Dallas, Texas, entitled Marketing Horizons: A 1980's Perspective.
Read Online or Download Marketing Horizons: A 1980's Perspective: Proceedings of the 1980 Academy of Marketing Science (AMS) Annual Conference PDF
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Extra resources for Marketing Horizons: A 1980's Perspective: Proceedings of the 1980 Academy of Marketing Science (AMS) Annual Conference
Sample text
Hypotheses (1) The first hyoothesis of this study is that the automobile currently (1979) is still perceived by a sUbstantial population of consumers as a status symbol despite the variety of changes in market conditions durlng the 1970's. (2) The second hypothesis of this study is that the automobile has "declined" as a status symbol in terms of the proportion of consumers that perceived this product offering today (1979) as a status symbol compared to the proportion of consumers perceiving the auto as a status symbol in the early oart of this decade (early 1970's).
Psychological variables should be placed in their proper context, neither over nor under-emphasized. "or the population as a whole, they arc less important in auto use than economic and demographic variables. "or example, the attitudes of those who have no choice of mode are not a consideration in which mode they use. However, among people in socio-economic and demographic segments having both auto and public transport available, the choice of mode is related to the person's psychological view of the attributes of the mode.
Product Sampling The six products selected for the study were toothpaste, shampoo, beer, margarine, soft drinks, and bar (bath) soap. These products were selected because they represent frequently purchased consumer packaged goods categories with a large number of brands in each category. The large number of brands allows ample opportunity for brand switching even though significant product differentiation may or may not exist. Finally, most of these products have appeared frequently in past studies, and Wierenga (1974) employed similar selection criteria.
