European Journal of Marketing

Piercy, Nigel; Evans, Martin; Martin, Malcolm

doi: 10.1108/EUM0000000004803pmid: N/A

Reports the results of a recent survey of curricula of postgraduate diplomas and master's degrees in marketing, and concentrates on the objectives of the course and the detailed content of the syllabi offered. Suggests that in the present context there may quite reasonably be considerable variety in what is considered relevant to postgraduate marketing specialization, depending on objectives sought. Uses data collected by postal questionnaire with 22 course leaders nine university and 13 public sector in the spring of 1979, the response rate was 55 per cent. Proceeds to discuss further survey methods course objectives learning experiences course content and assessment procedures. Concludes that analysis suggests strong similarity in the approach to marketing taken by different courses, representing consensus to subject boundaries, syllabus content and appropriate methods of assessment.

Goldman, Arieh

doi: 10.1108/EUM0000000004802pmid: N/A

Looks at a study of issues involved in the introduction of the supermarket into a developing country Israel. Discusses how urban consumers food shopping patterns have been affected, and reveals many respondents, despite easy accessibility to the supermarket, continue to buy some of their foods in traditional stores. Analyses 310 questionnaires of residents of Jerusalem and bases results on this, as the random sample of 7580 households was then drawn from each of four areas. States that the study results demonstrate problems involved in the common practice of using supermarket's share of market type data as the sole basis for indicating rate of a country's diffusion of rates and limitations of share. Implies that the supermarket will transform the traditional system of small oneline food stores, which are considered costly, and with inefficient distribution of food items, into one which will consist mainly of supermarkets.

Arndt, Johan

doi: 10.1108/EUM0000000004801pmid: N/A

Initiates a reopening of Shelby Hunt's awardwinning article model addressing the nature and scope of marketing even though thought of as provocative and influential. Discusses, first, the three dichotomies model, second the theoretical status and then, third, the three proposed dimensions and categories used are examined. Further explores Hunt's conceptual, adequacy and dimensions of his model and gives explanations and theories within. Concludes that this is a comprehensive review of the model and that it is hard to avoid being impressed by Hunt's timely and rigorous scholarly contribution, and that its strength is usefulness rather than truthfulness, because of its strong stands on important issues.

Avlonitis, George J.; James, Bert G.S.

doi: 10.1108/EUM0000000004800pmid: N/A

Questions the tendency to associate the productelimination decision only with weak products, in addition to the desirabilityrelevance of comprehensive and systematic product elimination procedures and the necessity for formal product elimination programmes. Points out, however, that herein the objective is not to pour a critical scorn on basically useful guidelines and valuable work, nor is it to propose a new theory. Focuses on rational, formal, ethical and dynamic aspects of the product elimination process and bases the study on three stages a pilot study an interview survey which involved 20 indepth company interviews, ranging from two days to one week duration each and a mail survey, which resulted in 94 completed mail questionnaires which constitutes a 31 per cent response rate. Sums up by indicating that the recorded experiences have indicated that there is a need for much deeper analysis into produce elimination theory and company practices.

Lynn Shostack, G.

doi: 10.1108/EUM0000000004799pmid: N/A

Suggests that behavioural hypothesis, which rearranges or alters any element, by design or accident, will change the overall entity, just like changing bonds or atoms in a molecule creates a new substance, and this is known as molecular modelling and this can help the marketer to better understand any market entity. States that the first step towards rational service design is a system for visualizing this phenomenon, enabling services to be given proper position and weight in the market entity context. Proposes that people are essential evidence of a service and how they are dressed or act has a bearing on this. Identifies benefits, standards and tolerances, and discusses modifications using tables and figures for emphasis. Concludes that modelling and blueprinting offer a system for marketers which can lead to the kind of experimentation and management necessary to service innovation and development.