College students were surveyed to determine important personal and work-related influences on career choice, perceptions of seven marketing career paths, and intent to pursue each of these paths. Building on previous research, this study also investigated the career choice influences and likelihood of pursuit of various retail career paths.
A process is described for course development and individualization of instruction in heterogeneous mass sections of introductory marketing courses containing 250-300 students. An overview of instructional methods and materials is presented, including individualized modules for use by students in a Self Instruction Center. Student responses to instructional materials are reported.
Substantiation of advertising claims has been a source o f concern for consuiiierists, government and business for over a decade. The research reported in this article uses earlier sfirdies as a benclimark f o r determining whether udvertisers are any more willing to provide proof of advertising claims directly to conminers tliuri they were in the 1970s. Seventy-one per cent of advertisers contucted responded to consutiier requests for proof of claims made in television arid magazine advertisetiient.s. However, only 21 per cent of rhe original requests resulted in successfiil substantiation. This finding purallels results obtained by Coney and Patti ( I 979)' with the chief dijyerence beitig fewer iirrsuccessful cittempts at substantiation and more responses that tnude no attempt at substantiation. Implications for consicrner education, public policy arid rnurketing practice are discussed.
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