The marketing and consumer-behavior literature for older consumers is analyzed not only for findings, but also in terms of methodology and scope. Based upon this analysis, determinant market behavior of the elderly is identified, an age standard for describing the older market is proposed, areas for future research are suggested, and a meta analysis of pertinent research is conducted.
Despite the political meandering, economic woes and social upheaval, many U.S and western firms believe this is an ideal time to establish themselves in the vast Russian marketplace. Even with hyperinflation and the newly exchanged currency, there is widespread and growing demand demand for American products of all kinds. There are still many hurdles to overcome for large-scale businesses ventures in raw materials and heavy manufacturing. However, importing, wholesaling/distribution, retailing, education and consulting (both business and government) are just a few of the many high-potential opportunities for U.S. firms. But unlike global ventures in countries with established market economies, U.S managers need to have a clear understanding of the wide differences in the cultural makeup of the American and the Russian people. This article contrasts the two sets of cultural values as they affect work habits, ethics, incentives and personal aspirations. Ten suggestions are included to aid U.S. firms in planning their enterprises, in functioning within the Russian system and in dealing with Russian employees.
The retired market approaches its travel purchases in two stages: preretirement planning and postretirement execution. This research examines the planning process, the changes that occur between it and the actual purchase, the reasons for these changes, and the several factors that should be considered in promoting travel services to this market in each stage.
This paper illustrates the growing importance of trade shows as a major marketing device, defining what they are and suggesting how and where new information about them may be integrated into marketing courses. Two suggested course modules are included to supplement regular text material, and examples are cited to show how this new information enhances students' learning experience.Changes in the makeup and practices of the marketplace should be promptly reflected in the curriculum content of our marketing courses.Sometimes, though, there is a considerable time lag between the emergence of a new concept or technique and its inclusion in marketing textbooks. At the same time, care must be taken that passing fads are not seen as waves of the future and presented as de facto conditions. The most effective marketing educators take it upon themselves to supplement the regular curricula by adding information about new marketing developments, particularly when they are established trends, at appropriate points in their courses.
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