The 1980’s: A Decade of Marketing Challenges: Proceedings of the 1981 Academy of Marketing Science (AMS) Annual Conference

364 Pages·2015·74.82 MB·English

by  Venkatakrishna V. Bellur (eds.)

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Editor
Venkatakrishna V. Bellur
Thomas R. Baird · Paul T. Hertz
Roger L. Jenkins · Jay D. Linquist
Co-Editors
Stephen W. Miller
The 1980’s: A Decade
of Marketing
Challenges
Proceedings of the 1981 Academy of Marketing
Science (AMS) Annual Conference
The 1980’s: A Decade of Marketing Challenges
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Venkatakrishna V. Bellur
Thomas R. Baird, Paul T. Hertz, Roger L. Jenkins,
Jay D. Linquist, and Stephen W. Miller
Th e 1980’s : A Decad e
of Marketing Ch allenges
Proceedings of the 1981 Academy of Marketing
Science (AMS) Annual Conference
Miami Beach, Florida
April 29 - May 2, 1981
Editor
Co-Editors
Thomas R.Baird Paul T.Hertz Roger L.Jenkins
Ball State University University of Miami University of Tennessee
Muncie, IN, USA Coral Gables, FL, USA Knoxville, TN, USA

Jay D.Linquist Stephen W.Miller
Western Michigan University St. Louis University
Kalamazoo, MI, USA St. Louis, MO, USA

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made.
COSPONSORING UNIVERSITIES
Ball State University
California State University, Fullerton
C. W. Post Center, Long Island University
Concordia University (Marketing Department)
Eastern Michigan University
Georgetown University
New Mexico State University
Northern Michigan University
St. Louis University
Stephen F. Austin State University
University of Denver
University of Miami
University of North Carolina, Greensboro
University of North Dakota
University of Tennessee, Knoxville
Western Michigan University
SPECIAL ACKNOWLEDGEMENTS
OFFICERS OF THE ACADEMY
OFFICERS OF THE ACADEMY
President Vice President Chapter Development
Robin T. Peterson Irene Lange
New Mexico State University California State University, Fullerton
Executive Vice President and Director Vice President Public Relations
Harold W. Berkman Charles W. Gross
University of Miami Illinois Institute of Technology
Vice President Programs Vice President Publicity
Dub Ashton Robert D. Tamilia
University of Denver University of Windsor
Vice President Membership/U.S.A. Corresponding Secretary
Douglas K. Hawes Robert H. Luke, Jr.
University of Wyoming College of Virgin Islands
Vice President Membership/Canada Recording Secretary
Peter M. Banting Howard S. Gitlow
McMaster University University of Miami
Vice President Membership/International Board of Governors
Venkatakrishna V. Bellur A. Coskun Samli, Chairperson
Northern Michigan University Beverlee Anderson
Emma Auer
Vice President Publication Carl E. Ferguson, Jr.
Jane K. Fenyo Edwin S. Hackelman
C. W. Post Center Mary Carolyn Harrison
V. H. Kirpalani
Vice President Finances J. Irwin Peters
Saeed Samiee Bert Rosenbloom
Kent State University James R. Wills, Jr.
V
Recipient of Academy's Marketer of the Year Award
Ms. Jane Campbell "Casey" Cousins,
President, Cousins Associates, Inc.
Miami, Florida
1981 CONFERENCE COMMITTEE
Dub Ashton, Vice President for Programs and Program Chairperson
Venkatakrishna V. Bellur, Proceedings Editor and Program Cochairperson
Harold W. Berkman, Conference Coordinator
Jane K. Fenyo, Conference Coordinator
Randall Hess, Chairperson, Local Arrangements
Irene Lange, Conference Coordinator
Robin T. Peterson, Conference Coordinator
TRACK CHAIRPERSONS
Quantitative Marketing -Dr. Sidney Bennett, Winthrop College
Marketing Management -Dr. Max L. Densmore, Grand Valley State Colleges
Industrial Marketing -Dr. Robert H. Dodge, Youngstown State University
Promotions and Doctoral -Dr. Roger L. Jenkins, University of Tennessee, Knoxville
Dissertation Competition
Consumer Behavior -Dr. Jay D. Lindquist, Western Michigan University
Marketing Education -Dr. William Renforth, Western Illinois University
Marketing Research -Dr. Glen Riecken, Ball State University
Public Policy -Dr. Edward J. Ryan, University of North Carolina, Greensboro
Student Paper Competition -Dr. Saeed Samiee, Kent State University
Non-profit and Health Services
Marketing -Dr. Ivan R. Vernon, Baylor University
International Marketing -Dr. Ugur Yavas, Ball State University
Channels of Distribution -Dr. Ronald L. Zallocco, Cleveland State University
Dr. Carol Anderson Dr. Joseph Bybee
Southern Illinois University Standard Oil Company of Ohio
Dr. Nizam Aydin Dr. Richard Casavant
Georgetown University The University of Tennessee, Chattanooga
Dr. Harold Babb Dr. Maurice G. Clabaugh, Jr.
University of Richmond Ball State University
Dr. Terry T. Ball Dr. Robert Cook
Western Illinois Unversity Cleveland State University
Dr. Guy Banville Dr. Roger Davis
St. Louis University Baylor University
Dr. James G. Barnes Dr. Linda M. Delene
Memorial University of Newfoundland Western Michigan University
Dr. Joseph J. Belonax, Jr. Dr. Max L. Densmore
Western Michigan University Grand Valley State Colleges
Dr. Joseph Benoy Dr. B. J. Dunlap
Cleveland State University Appalachian State University
Dr. Kenneth L. Bernhardt Dr. Robert Eng
Georgia State University Babson College
Dr. William H. Brannen Dr. Amjak E. Eyo
Creighton University South Carolina State College
Dr. Charles Broome Dr. George B. Flanigan
East Carolina University University of North Carolina, Greensboro
VI
Dr. Jack E. Forrest Dr. Kevin McCrohan
Middle Tennessee State University University of New Haven
Dr. Jon B. Frieden Dr. Robert J. Miller
Florida State University Northern Michigan University
Dr. Dwight L. Gentry Dr. Richard Lee Miller
University of North Carolina, Greensboro University of Dayton
Dr. David Georgoff Dr. Stephen W. Miller
Florida Atlantic University St. Louis University
Dr. Kendrick C. Gibson Dr. Richard L. Morris
University of Wisconsin, LaCrosse Winthrop College
Dr. Donna G. Goehle Dr. Terry W. Mullins
Michigan State University University of North Carolina, Greensboro
Dr. Joe F. Hair, Jr. Dr. Gene W. Murdock
Louisiana State University University of Wyoming
Dr. Lynn Harris Dr. Thomas Ness
Shippensburg State College University of South Florida
Dr. H. C. Haynsworth Dr. Jerry C. Olson
Winthrop College Pennsylvania State University
Dr. Douglas K. Hawes Dr. Ravi Parameswaran
University of Wyoming Oakland University
Dr. Sam Himes Dr. Thomas L. Parkinson
University of North Dakota University of North Carolina, Greensboro
Dr. Richard E. Homans Dr. Michael Patterson
University of Missouri, St. Louis Babson College
Dr. Keith H. Hunt Dr. Stanley C. Porter
Brigham Young University National Oceanic & Atmospheric Administration
Dr. Cecil Hynes Dr. Sion Raveed
University of Maryland Southern Illinois University, Carbondale
Dr. Jerry Johnson Dr. Ralph A. Rieth, Jr.
Baylor University University of Lowell
Dr. Erdener Kaynak Dr. John C. Rogers
Mount Saint Vincent University University of Arkansas, Little Rock
Dr. Eugene R. Klippel Dr. John R. Rossiter
Grand Valley State Colleges Columbia University
Dr. Julu Kothappa Dr. Daniel Roundtree
Indiana University, Kokomo Appalachian State University
Dr. David R. Lambert Dr. Benjamin Sackmary
Case Western Reserve University University of Hartford
Dr. Richard Lancioni Dr. Kenneth Schneider
Temple University Canisius College
Dr. Douglas Lincoln Dr. Victor Selman
Boise State University The American University
Dr. William J. Lundstrom Dr. Terence A. Shimp
The University of Mississippi University of South Carolina
Dr. Charles S. Madden Dr. Gerald Skelley
Texas A & M University The University of Mississippi
VII
Dr. Harry Summer Dr. V. H. Kirpalani
Memphis State University Concordia University
Dr. John Summey Dr. R. Eugene Klippel
Southern Illinois University, Carbondale Grand Valley State Colleges
Dr. Ronald D. Taylor Dr. Julu Kothappa
Southern Illinois University, Carbondale Indiana University, Kokomo
Dr. James L. Taylor Dr. Douglas Lincoln
University of Alabama Boise State University
Dr. James R. Taylor Dr. William J. Lundstrom
University of Michigan University of Mississippi
Dr. William L. Tullar Dr. Stephen W. Miller
University of North Carolina, Greensboro St. Louis University
Dr. Dale Varble Dr. Thomas Ness
Indiana State University University of South Florida
Dr. Ivan R. Vernon Dr. Vincent Orza
Baylor University Central State University
Dr. Darryl G. Waldron Dr. William Renforth
Memphis State University Western Illinois University
Dr. John G. Watson Dr. John C. Rogers
St. Bonaventure University University of Arkansas, Little Rock
Dr. Robert J. Williams Dr. Dan Roundtree
Eastern Michigan University Appalachian State University
Dr. Atilla Yaprak Dr. Edward J. Ryan
Wayne State University University of North Carolina, Greensboro
Dr. Ronald L. Zallocco Dr. Benjamin D. Sackmary
Cleveland State University University of Hartford
Dr. Saeed Samiee
Kent State University
SESSION CHAIRPERSONS
Dr. James L. Taylor
University of Alabama
Dr. Thomas R. Baird
Ball State University
Dr. Dale Varble
Indiana State University
Dr. Guy Banville
St. Louis University
Dr. Ivan R. Vernon
Baylor University
Dr. Sidney C. Bennett
Winthrop College
Dr. Atilla Yarpak
Wayne State University
Dr. Max L. Densmore
Grand Valley State Colleges
DISCUSSANTS
Dr. Robert H. Dodge
Youngstown State University
Dr. Robert Anderson
University of South Florida
Dr. David Georgoff
Florida Atlantic University
Dr. Noyan Arsan
West Georgia College
Dr. Cecil Hynes
Maryland University
Dr. Nizam Aydin
Georgetown University
Dr. Roger L. Jenkins
University of Tennessee, Knoxville
Dr. Tamer Cavusgil
University of Wisconsin, Whitewater
VIII
Dr. Jon B. Frelden Dr. Hale Newcomer
Florida State University North Texas State University
Dr. Donna G. Goehle Dr. Tom O'Connor
Michigan State University University of New Orleans
Dr. Alfred Hagan Dr. Milton M. Pressley
American Graduate School of Management University of Mississippi
Dr. Douglas K. Hawes Dr. Stan Reid
University of Wyoming Syracuse University
Dr. James Hensel Dr. Timothy Sweeney
University of South Florida Bucknell University
Dr. Erdener Kaynak Dr. Ganesan Vlsvabharathy
Mount Saint VIncent University University of Minnesota
Dr. Algin B. King Dr. Walter Woods
Christopher Newport College West Georgia College
Dr. George Lasker Dr. Atllla Yaprak
University of Windsor Wayne State University
Dr. James A. Lowry Dr. Ugar Yucet
Ball State University Norwich University
Dr. Howard Lyons
Sheffield City Polytechnic, U.K. SPECIAL SESSION ON AACSB ACCREDITATION
Or. Charles S. Madden Chairperson:
Texas A & M University
Dr. Edward J. Fox, University of Miami
Dr. Naresh K. Malhotra
Georgia Institute of Technology Panel Members:
Or. Joseph B. Black, Jr., Ball State University
Dr. Robert J. Miller Dr. Joe Kent Kerby, Eastern Michigan University
Northern Michigan University Dr. Clair D. Rowe, University of North Dakota
IX