A survey was conducted of 51 company sales managers in the Los Angeles, California, area to determine their opinion of the importance of the telephone as a sales instrument. The managers were asked a series of questions concerning their responsibilities and their attitudes toward selling by telephone. Results revealed that the managers (1)…

This paper analyzes some of the problems of using diffusion models to formulate marketing strategies for new products. Though future work in this area appears justified, many unresolved problems limit its application. There is no theory for adoption and diffusion processes; such a theory is outlined in this paper. The present models are too…

The report gives a picture, drawn from consumer research, of how the consumer perceives and uses advertising and establishes that the service advertising performs is at least comparable in value to the service it performs for manufacturers. Two major headings are included: (1) Advertising and the Consumer clarifies the terms, "advertising" and…

Finds that a higher price increases the value associated with the book, though the influence of the range of potential readers on evaluation was less clear, probably reflecting other dimensions of evaluation unrelated to commodity theory. (RL)

The increase in the number of leased college stores is discussed. When the worlds of the non-profit institution and the retail store collide, even the most talented institutional managers can be crushed in the middle. Some think that mini-malls, rather than leased bookstores, will be the trend. (MLW)

Collegiate licensing is of interest to the athletic departments who want to bolster their budgets and to university administrators who consider it a vehicle by which "protection" may be provided for the symbols of their schools. Manufacturers of collegiate insignia have been accused of exploitation of university's proprietary rights.…

The authors show how human resources can be used as a strategic weapon to give a company a competitive advantage. The authors develop a thrust/target matrix and plug in examples to illustrate how companies have used and can use their human resources to do this. (CT)

Recommends two books--"Paul Bunyon" by Steven Kellogg and "The Mysteries of Harris Burdick" by Chris Van Allsburg--as mesmerizing for both adults and children. (CRH)

A minimum of four essential printed forms is necessary for college store recordkeeping: requisition forms, basic control records, purchase orders, and request to return forms. Other primary and convenience forms are also described, including how to use them effectively. (LBH)

This section of the annual report on the chemical industry presents data on industry earnings, sales, and spending related to: rates of return, stock prices, 50 largest chemical makers, ten-year record, funds, debt, capital spending, industry and company data. (PR)

Inventory by cash register is recommended as an efficient means of keeping orderly, departmentalized college store records. A series of procedures and suggestions are provided for accuracy and completeness of records. (MSE)

Suggestions for producing a successful exhibit booth include the following: the effectiveness of an exhibit depends on the effectiveness of the people staffing it; avoid games and unrelated giveaway items; demonstrate product in the booth; give special attention to existing customers; and make literature available only from the booth personnel.…

Discusses some current suspect practices in the sales of class rings and photographs to high school students. Outlines some board policies that can correct or prevent these abuses. (IRT)

Considers the confrontation between the Federal Trade Commission and marketers/broadcasters over the regulation of children's television advertising, illustrating the effects of ethical conduct on public policy. (Author/RL)