Judy Cohen

Segmenting by consumer time shortage

Investigates whether consumers′ time availability is an important segmentation variable in the convenience and fast‐food markets. Very time‐poor, somewhat time‐poor, and not time‐poor consumers are compared, and three types of food are examined: fast foods, frozen dinners, and ready‐to‐eat foods. For weekday dinners, similarities and differences between the three segments are investigated with respect to usage of each type of food, importance of benefits sought in a weekday dinner, and perceptions of each type of food. Managerial implications of differences between segments and of overall patterns are discussed.

White Consumer Response to Asian Models in Advertising

Discusses consumer response to the use of Asian models to reach the Asian‐American market through mass media advertising. Reports on the results of an empirical study to discover white consumer reactions to Asians in advertising. Summarizes that Asian models achieved a more favourable response advertising products associated with Asian manufacture, a less favourable response with status products, while there is no difference in response for convenience products.

Appreciating, understanding and applying universal moral principles

Interest in business ethics has soared over the past ten to 15 years. Lacking in the literature are normative approaches that provide guidelines for managers to evaluate their behavior in order to determine whether that behavior is in fact ethical. This paper makes a contribution to normative research, by offering a graded task approach to applying certain principles based on the philosophy of ethics (referred to as universal moral principles). These principles include utilitarianism, the categorical imperative, rights, and justice. First, some arguments against the use of universal moral principles are discussed, and rebutted. Next, the principles themselves are explained. Finally, a worksheet is presented. This worksheet offers a step‐by‐step approach to applying each of the principles.

A Writing-Intensive Project for Teaching Retailing Management

marketing plans, marketing proposals, and market research. When dealing with external publics, they use writing to develop promotion campaigns and to obtain feedback. Written forms of communication are only effective, however, when they are well written. According to one estimate, as many as half of all business plans are rejected simply because they are poorly written (Steinberg, 1983). Corporations therefore demand good writing skills from business graduates (Dumaine, 1983). Unfortunately, graduates from even the most prestigious business schools often cannot write well (Greising, 1989; Ferrara, 1983). Although corporations can deal with the problem of poor writing skills by providing training to their employees (Ferrara, 1983), training is expensive, and a competitive advantage accrues to those graduates who not only have learned basic business principles but who can also distinguish themselves by their writing skills. Sensitive to the professional importance of writing, a marketing professor took part in a year-long faculty training program, part of a Writing Across the Curriculum program at her institution. The following principles guided the program.

Tourism and the Perceived Risk of Terrorism

Negative publicity can cause an increase in consumers’ perceptions of risk. Such was the case during 1985 and 1986, when increased terrorist activities caused many tourists to avoid travel to Europe. This paper presents a model of perceived risk as it relates to terrorism in tourist destinations. It then suggests strategies, based on the model, to overcome consumers’ perceptions of risk of terrorism. The author concludes that, while fear of terrorism has subsided, tourist marketers must plan ahead to avoid decline in demand resulting from similar incidents.