This article addresses a common problem encountered at the introductory level in retailing and other marketing courses: the difficulty of influencing the student away from long-held consumer attitudes and toward a professional perspective. The author discusses two field projects which were used successfully to achieve these teaching objectives.
Get full access to this article
View all access options for this article.
References
1.
Annual Survey of Buying Power, Sales and Marketing Management, New York: Sales and Marketing Management Publishers.
2.
Czepiec, Helena (1983), "The Mystery Shopper Technique as an Experiential Exercise to Teach Undergraduate Marketing Principles,"Journal of Marketing Education, 5 (Spring), 33-36.
3.
Department Store Merchandising and Operating Results (MOR), (annual)New York: National Retail Merchants Association.
4.
Hollander, Stanley C. (1960), "The Wheel of Retailing,"Journal of Marketing (July), 37-42.
5.
Hollander, Stanley C. (1966), "Notes on the Retail Accordian,"Journal of Retailing, 42 (Summer), 2940.
6.
Kotler, Philip (1980), Marketing Management-Analysis, Planning and Control, 4th ed., Englewood Cliffs, NJ: Prentice-Hall.
7.
Mason, J. Barry and Morris L. Mayer (1984), Modern Retailing, 3rd ed., Plano, TX: Business Publications, Inc.
8.
McCarthy, E. J. (1981), Basic Marketing, Homewood, IL: Richard D. Irwin.
9.
Regan, William J. (1964), "The Stages of Retail Development," in Theory in Marketing, Reavis Cox, Wroe Alderson, and Stanley Shapiro, eds., Homewood, IL: Richard D. Irwin.
10.
Tauber, Edward M. (1972),"why Do People Shop?"Journal of Marketing, 36 (October), 4649.
