Bert J. Kellerman

Product and pricing courses are underrepresented in undergraduate marketing curricula

Looks in depth at the development of the marketing mix using the 4 Ps – product, price, promotion and place, to meet target needs. Also investigates courses offered and required in marketing, and discusses the most appropriate ones for the students involved.

The Impact of 1994’s Further Deregulation of the Trucking Industry: The Rural Shippers’ View

This paper focuses on the perceived impact of two legislative changes (elimination of tariffs and intrastate deregulation) affecting the trucking industry that were signed by President Clinton in A...

Food Shopping Efficiency Among the Rural Poor: An Exploratory Inquiry

The research reported here deals with the development and application of a measure of food shopping efficiency. The measure is based upon the relationship between household dietary adequacy and household food expenditures. In the empirical application, attention is focused on the food shopping efficiency within a sample of approximately 300 rural poor households in Missouri. As the basis for analy sis, a measure of shopping efficiency was developed and labeled Daily Recommended Food Servings Efficiency (DRSE). The DRSE includes provisions for relating the servings of specific foods consumed by household members to recommended servings of the four basic food groups. It further provides for determining the households efficiency of financial re source usage by relating these dietary data to dollars spent on food. The DRSE was consid ered the dependent variable, and the directional influence on it of 12 independent variables was hypothesized and tested using multiple regression analysis. The independent variables include: the age, education, and broadcast and print media exposure of the individual principally responsible for meal planning and food preparation, as well as householdsize, income, medical expenditures, home food production, freezer ownership, price as a store selection criterion, and shopping frequency. Three of these independent variables—household size, income per person, and shopping frequency—were found to have a statistically significant influence on DRSE.

An Update on the Role Portrayal of Men and Women in Magazine Advertising

This study examines the role portrayal of men and women in general audience, mens, and womens magazines. The Courtney and Lockeretz (1971) classification scheme was used in order to make comparisons over time. The findings suggest that some improvement has occurred in the extent to which women are shown in a working role relative to men. The data also suggests that a trend toward greater use of the decorative (inactive) nonworking role for both sexes has peaked and has reversed. The study also found that excessive nudity is most often found in ads in womens magazines using female models.

Variation in Exposure Patterns to Commercial Sources of Information: An Empirical Analysis of the Differences among the Poor Living in Rural and Urban Environments

Abstract Clarton, et al., suggest that three classes of variables — individual, situational, and product characteristics — can cause variation in search behavior. This study attempts to determine if situational factors (i.e., environmental setting) affect the media exposure patterns of the poor. The findings are that significant differences do exist regarding media exposure patterns of these urban and rural poor. The urban poor are heavier viewers of TV, while the rural poor are heavier radio listeners. Magazines are read more by the rural poor, while newspapers are read more by the urban poor. There are more heavy readers among the urban poor, but a large portion of both groups do little reading. There are also differences in the type of broadcast programming and print material preferred by each group.