Journal of Consumer Marketing: Volume 2 Issue 1

CYNICISM AND ALIENATION AS MARKETING CONSIDERATIONS: SOME NEW WAYS TO APPROACH THE FEMALE CONSUMER

Donald L. Kanter, Lawrence H. Wortzel

In this article we will report the results of a study that measured the degree to which cynicism and alienation, together with some related dimensions, were found among American…

COPING WITH RAPID RETAIL EVOLUTION

Sylvia Kaufman

A blurring of distinctions among stores and consumers in a changing market‐place has broad ramifications for retailers, manufacturers, and wholesalers. In this paper we will first…

TELEMARKETING AS A PROMOTIONAL TOOL—ITS EFFECTS AND SIDE EFFECTS

Kenneth C. Schneider

Telemarketing has added a new medium to the marketer's bag of tricks. This article briefly discusses the benefits and limitations of telemarketing as part of an overall marketing…

PUTTING STRATEGY INTO PROMOTION MIX DECISIONS

Thomas A. Petit, Martha R. McEnally

The promotion mix is the combination of personal selling, advertising, and sales promotion used to achieve marketing objectives. The objective‐and‐task method is used in practice…

MARKETING CONSEQUENCES OF INFLATIONARY PRICING

Yehoshua Liebermann

Currently, inflation seemingly has ceased to be a serious problem to several western economies. Yet, its potential threat is not necessarily over, and changes in overall economic…

AN ALTERNATIVE TO NEW PRODUCT DEVELOPMENT—BUSINESS PRODUCTS FOR CONSUMER MARKETS

B. Douglas Solomon

Theodore Levitt's classic article “Marketing Myopia” pointed up the potentially catastrophic results possible when companies and industries view their products too narrowly. This…

SEGMENTING THE SENIOR CITIZEN MARKET

Richard Fox, Warren A. French

Senior citizens adjust to retirement living in distinctly different manners. These adjustment mannerisms could be used as a basis for market segmentation. Although some of the…

Methodological Appendix

A pilot study containing all nine adjustment categories was conducted by mail among 20 members of the Gerontological Society. On the basis of the pilot study, the final survey…

What's In An Image

Ernest Dichter

The concept of “image” can be applied to a political candidate, a product, a country. It describes not individual traits or qualities, but the total impression an entity makes on…