Journal of Consumer Marketing: Volume 2 Issue 2

A VIEW OF MARKETING AND ADVERTISING PRACTICES IN ASIA AND ITS MEANING FOR MARKETING MANAGERS

Sak Onkvisit, John J. Shaw

Asia, as a market, offers a great deal of opportunity for those who are willing to understand its cultural characteristics and marketing systems. This article investigates the use…

THE CHALLENGES OF PROFESSIONAL SERVICES MARKETING

Doris C. Van Doren, Louise W. Smith, Ronald J. Biglin

Many well‐qualified professionals feel that the quality of their services should be high enough to permit them to “hang out a shingle” and wait for clients to come. In doing so…

DIFFERENTIATING BETWEEN THE SEXES: A FOCUS ON MALE‐FEMALE GROCERY SHOPPING ATTITUDES AND BEHAVIOR

Hazel F. Ezell, William H. Motes

The purpose of this research was to study the nature and extent of differences, if any, between male and female grocery shoppers in terms of grocery shopping behavior and…

FANTASTIC AT FORTY! THE NEW YOUNG WOMAN CONSUMER

Benny Barak, Barbara Stern

This article examines what women consumers mean when they define themselves as either “young” or “middle‐aged.” A survey of women 30 to 69 shows that they consider it acceptable…

HOW MARKETERS OF INTANGIBLES CAN RAISE THE ODDS FOR CONSUMER SATISFACTION

Betsy D. Gelb

Herzberg's theory of worker satisfaction suggests that while the context of a job may cause dissatisfaction, the basic factor behind positive satisfaction is the content of that…

STRATEGIC FOCUS

R. Gordon McGovern

The food industry is seeing enormous changes. The consolidations that have been noticeable in automobiles, electronics, oil, steel, and heavy machinery are now in full bloom in…

CONSUMER AFFAIRS: OPPORTUNITY UNEXPLOITED

Joseph G. Smith

H.L. Mencken, whose views were often as penetrating as they were tart, defined conscience as “the inner voice that warns us somebody may be looking.”

RECENT CROSS‐CURRENTS IN BRAND NAME DEVELOPMENT—AND HOW TO COPE WITH THEM

Edwin F. Lefkowith, Charles A. Moldenhauer

Today's marketing executives face an increasingly difficult task in developing and selecting brand names that can contribute to the successful introduction of a new product. Of…

WHAT'S WRONG WITH PRINT ADVERTISING TODAY AND HOW TO FIX IT

Mike Becker

Editor's Comment: Under ordinary circumstances this article (originally a speech at the Advertising Age Creative Seminar) would have been recommended to an advertising…