Cynthia Fraser

Increasing Contributions in Solicitation Campaigns: The Use of Large and Small Anchorpoints

Charitable contribution requests including legitimization of paltry contributions or a large anchorpoint are examined. Results show that a large anchorpoint increases average contributions, legitimization of paltry contributions enhances compliance rates, and the combined use of a large anchorpoint and legitimization of paltry contributions does not significantly alter compliance or contribution sizes.

A content analysis of ethical policy statements regarding marketing activities

Many large corporations now have written codes of ethics to guide the business/marketing activities of employees. The purpose of this study was to determine the frequency and types of topics which are covered in the ethics policy statements of large U.S. corporations. The results indicated that the topics covered most often (respectively) were: misuse of funds/improper accounting, conflicts of interest, political contributions, and confidential information. It is concluded that in addition to written ethics policy statements, top management should communicate ethical values and demonstrate by example.

Impact of international marketing strategies on performance in diverse global markets

Abstract In the United States and Europe, market share has been related consistently to the profitability of large corporations. The generalizability of this relationship among intermediate-size manufacturing businesses selling in diverse global regions is examined here. The associations between international marketing strategy variables and performance are examined by global region. The relationship between market share and profitability holds only weakly in the global regions examined. While each major marketing mix component appears to affect performance in one or more regions, the nature and degrees of association vary considerably across global regions.

Participation in the International Marketplace by US Manufacturing Firms

The international marketing practices and foreign sales of US manufacturing firms are examined in order to identify those marketing variables which are most closely tied to international sales. Survey results suggest that few firms advertise internationally, although advertising is an important determinant of foreign sales, even if that advertising in non‐English‐speaking markets is in English and regardless of its level of standardisation. Results suggest further that manufacture abroad is a powerful stimulus to foreign sales, which is not matched by the presence of sales offices abroad.

Attitudes of the Electorate Toward Political Advertising

Spending on political advertising has increased dramatically in recent years. The purpose of this study was to investigate public opinion toward such communication. Data obtained during the month of the 1988 Presidential election indicate that, basically, political advertising is a desirable phenomenon, yet is not perceived to be an influence on voting behavior. Political advertising was felt to be more deceptive than other types of advertising. Overall, Republicans reported that advertising is more undesirable than did Democrats or independents.

A Conceptual Model of Consumer Information Search in Service Markets

A conceptual model of consumer information search in service markets is constructed which relates the perceived value and likelihood of use of alternative information sources to the perceived risk of a poor choice of service providers. An econometric system estimated from national survey data concerning four professional services provides support for the hypothesized conceptual model: The perceived value of an information source increases with increases in the perceived variation in quality levels available. The likelihood of information search increases with importance of choice of providers and with the expected value of alternative information sources.