Stanley J. Shapiro

Marketing in a conserver society

What is and what ought to be the role of marketing in a world of increased ecological concern and resource shortages? Since our society has bu t recently turned its at tention to reexamining a traditional allegiance to economic growth, it is not surprising to find the marketing literature relevant to this reassessment far from extensive. From a macro, aggregative, or social point of view, important contributions have been made, especially by George Fisk bu t also by Norman Kangun-alone and with Ben Enis, Karl Henion, and Donald Perry. 1 The OPEC oil embargo of 1973-1974 also sparked some interest in demarketing, with the resulting literature being very much microor firm-oriented. Its emphasis was on making the most of scarce raw materials through such measures as pruning the product line and rationing output in a manner that would increase current profits bu t not alienate either existing or prospective customers. 2 Also microor si tuation specific-oriented were a number of consumer behavior studies, reviewed b y Karl E. Henion

Financial Tools for Marketing Administration

tion 1, the Introduction, concentrates on basic concepts, the art of persuasion, selling in troubled times, and forecasting marketing operations. Section 2, on Self-Improvement, describes personal attributes, using empathy, bad selling habits, and rational and non-rational appeals in selling to businessmen. Section 3, on Creating Sales, outlines problems in making the sales presentation, as well as the criteria for success in selling. Sections 4, 5, and 6 contain bonus questions, answers to game questions, and a performance rating. Readers inevitably become involved in answering questions related to actual mark ting problem situations. For example, they are asked to elaborate on how selected environmental issues (inflation, growth in welfare programs, etc.) will affect current business operations. This book is therefore a tool for practitioners who are interested in learning by doing. Students seeking exposure to real world problem solving also may find this book useful.