I.                INTRODUCTION

(a)      Scope of the course.

(b)      Changes in marketing since 1800.

Basic Reading

Glen Porter, "Marketing." In Encyclopedia of American Economic History: Studies of the Principal Movements and Ideas, vol. I. Edited by Glenn Porter, (New York: Charles Scribner's Sons, 1980): 386-96.

Alfred D. Chandler, Jr., "Organizational Capabilities and the Economic History of the Industrial Enterprise," Journal of Economic Perspectives 6, 3 (Summer 1992): 79-100.

Alfred D. Chandler, Jr., Scale and Scope: The Dynamics of Industrial Capitalism, (Cambridge, MA: The Belknap Press of Harvard University Press, 1990): 3-13.

II.  PRODUCT LIFE CYCLES AND DIFFUSION PROCESSES

(a)      Patterns in the diffusion of new products and services.

(b)      Life cycles in products and services and the determinants of their characteristics.

(c)      How life-cycle characteristics relate to market strategy.

Basic Reading

Gary Lilien, Philip Kotler and K. Sridhar Moorthy, Marketing Models, (Englewood Cliffs, NJ: Prentice Hall, 1992): 457-500;'

Everett M. Rogers, Diffusion of Innovations, 4th ed. (New York: The Free Press, 1995): 204-251.         

Glen L. Urban and John R. Hauser, Design and Marketing of New Products, (Englewood Cliffs, NJ: Prentice-Hall, Inc., 1980): 463-523.

James F. Engel and Roger D. Blackwell, Consumer Behavior, 8th ed. (Chicago: The Dryden Press, 1995): 867-909.

Alfred D. Chandler, Jr., Franco Amatori and Takashi Hikirio, Big Business and the Wealth of Nations, (New York: Cambridge University Press, 1997): 63 - 101.

Supplementary Reading

Philip Kotler, Marketing Management, 5th ed. (Englewood Cliffs, NJ: Prentice-Hall, Inc., 1984): 352-382.

III. DEMOGRAPHIC FACTORS IN MARKETING

(a)      Demographic influences on markets.

(b)      The division of markets by their sensitivity to demographic factors.

Basic Reading

James F. Engel and Roger D. Blackwell, Consumer Behavior, 8th ed. (Chicago: The Dryden Press, 1995): 37-79.

Demographic Influences on the Market

Bema Miller and Peter Francese, "A beginner's guide to demographics," American Demographics Marketing Tools Supplement (October 1995), pp. 54-59.

Peter Francese, "Managing market information," American Demographics (September t 1995), pp. 56-63.

Annetta Miller, "The millennial mind-set," American Demographics (January 1999), pp. 60-65.

Joseph Turow, "Breaking up America: The dark side of market marketing," American Demographics (November 1997), pp. 51-54.

Division of the Market by Demographic Factors

Roger Starch, "Re-mapping the world of consumers," special advertising section in American Demographics (October 2000), pp. s3-s20.

Bickley Townsend, “Going for the Middle,” American Demographics 12,3 (March 1990), pp.50-51.

Bickley Townsend, “Living Well Longer,” American Demographics 11,8 (August 1989), pp. 24-25.

Nancy Miller and Soyoung Kim, "The importance of older consumers to small business survival: Evidence from rural Iowa," Journal of Small Business Management 37,4 (October 1999), pp. 1-15.

Joanna L. Krotz, “Divide and Conquer your Customers with Psychographics”, published in Microsoft bCentral.com (February 2002)

Susan Headden, “The Junk Mail Deluge,” U.S. News and World Report (December 8, 1997), pp. 40-48.

David S. Johnson, John M. Rogers and Lucilla Tan, “A century of family budgets in the United States”, Monthly Labor Review (May 2001), pp. 28-45.

Developing Data Bases

Berinstein , Paula, " The Numbers Game : The Top 10 Sources for Statistics . " Online 22 : 2 ( Mar/Apr, 1998) ; 61-65

Supplementary Reading

David J. Lipke, “You’ve Got Surveys”, American Demographics, 22, 11 (November 2000), pp. 42-43, 45.

Elizabeth Hughes, “Exclusively Yours”, American Demographics, 22,7 (July 2000), pp. 41-44.

Lisa Holton, “The Surfer in the Family”, American Demographics, 22,4 (April 2000), pp. 34-36.

Jennifer Lach, “Data Mining Digs In”, American Demographics, 21, 7 (July 1999), pp. 38-40, 42-45.

Paula Berinstein and Charles Cotton, “Business Statistics on the Web: Find Them Fast-At Little or No Cost”, (CyberAge Books: May 1, 2003).

IV. ELEMENTS OF DEMOGRAPHY

(a)      Terminology and basic concepts

(b)      Analytical techniques and their relevance to marketing.

(c)      Near- and intermediate-term (less than 20 years) forecasting.

(d)      Long-term forecasting (20-50 years).

Basic Reading

George W. Barclay, Techniques of Population Analysis (New York: John Wiley and "ons 1958): 16-55? 93-122.

Donald R. Lehmann and Russell S. Winer, Analysis for Market Planning (Homewood, IL: BPI Irwin. 1988): 112-158.

T.N. Srinivasan, “Population and Food” Population Growth and Economic Development: Issues and Evidence (University of Wisconsin Press, 1987): 3-26.

D.A. Ahiburg and K.C. Land, “Population Forecasting: Guest Editor’s Introduction,” International Journal of Forecasting 8 (1992): 289-299.

Near- and Intermediate-term Forecasting

Mitra Toossi, “A Century of Change: The US Labor Force, 1950-2050”, Monthly Labor Review (May 2002), pp. 15-28.

Betty W. Su, “The US economy to 2010”, Monthly Labor Review (November 2001), pp. 3-20.

Mark Hornbrook and Michael Goodman, "Chronic disease, functional health status, and demographics: a multi-dimensional approach to risk adjustment." Health Services Research 31,3 (August 1996), pp. 283-307.

Patricia Gober, Charles Jeffery and Kevin McHugh, "Using moving-industry data to depict U.S. migration patterns," Growth & Change 27,2 (Spring 1996), pp. 231-251.

Long-term Forecasting

Richard Stavros, "Risk management: Where utilities still fear to tread," Public Utilities Forthnightly 138,19 (October 2000), pp. 40-47.

Ronald Lee and Jonathan Skinner, "Will Aging Baby Boomers Bust the Federal Budget?”, Journal of Economic Perspectives 13,1 (Winter 1999) pp. 117-140.

J.M. Mulvey, “How Should We Compare Forecasting Models When They Differ?” Energy Policy Modeling: United States and Canadian Experiences vol. 2, (Boston: Nijhoff, 1980): 238-247. Edited by W.T. Ziemba and S.L. Schwartz.

Supplementary Reading

E.A. Hammel, K.W. Wachter, and C.K. McDaniel, “The Kin of the Aged in A.D. 2000: The Chickens Come Home to Roost.” In Aging: Social Change, pp. 11-39, Sara B. Kiesler, James N. Morgan, and Valerie Kincade Oppenheimer, eds. (New York: Academic Press, 1981).

Jeff Seabright and John Schuester, "Power market structure, regulatory models, and energy investment: Strategies for attracting new developments," Journal of Project Finance 3,1 (Spring 1997), pp. 59-71.

Sidney Cobb and John Fulton, “An Epidemiologic Gaze into the Crystal Ball of the Elderly.” In Aging: Social Change, pp. 75-90, Sara B. Kiesler, James N. Morgan, and Valerie Kincade Oppenheimer, eds. (New York: Academic Press, 1981).

Gerald E. Bennington, “Projections of Solar Energy Utilization: A Guide to Federal Planning,” Energy Policy Modeling: United States and Canadian Experiences vol. 1, (Boston: Nijhoff, 1980): 316-330. Edited by W.T. Ziemba and S.L. Schwartz.

Mark A. Boroush and Peter M. Stem, “Alternative Energy Futures,” Electric Perspectives 14 (Jan-Feb 1990): 26-34.

Samuel H. Preston, Patrick Heuveline, and Michel Guillot, “Demography”, (Oxford: Blackwell Publishers, 2001).

V. USE OF DEMOGRAPHIC IN STRATEGIC MARKETING DECISIONS

(a)    Using demographics to identify markets by phases in the life cycle.

(b)   Using demographics to identify markets by socioeconomic, ethnic, and cultural characteristics.

Basic Reading

Life Cycle Niches

Edmondsun, Brad. “Do the Math,” American Demographics, 21,10 (October 1999), pp.50-56.

Brazil, Jeff. “Play Dough,” American Demographics, 21,12 (December 1999), pp. 57-61.

The Women’s Market

Diane Crispell, “Women in Charge,” American Demographics, 11,9 (September 1989),

pp. 26-29.

The Elderly Market

Gardyn, Rebecca, “Retirement Redefined”, American Demographics, 22, 11 (November 2000), pp. 51-57.

Raymond Joan, “Senior Living: Beyond the Nursing Home”, American Demographics, X 22,11 (November 2000), pp.58-63.

Stowe Shoemaker, "Segmenting the market: 10 years later," Journal of Travel Research 39,1 (August 2000), pp. 11-26.

Cohort Effects

Geoffrey Meredith and Charles Schewe, “The Power of Cohorts,” American Demographics 16,12 (December 1994), pp. 22-31.

 “Managing ‘Cohorts’, Not Brands, May Best Serve Customers”, Executive Update Online, (March 2001).

Helene Stapinski, “Generation Latino,” American Demographics 21,7 (July 1999), pp. 62-68.

Jim Kvicala, “Annual Report from UGA Selig Center Shows Minority Buying Power Made Dramatic Gains Over Past 12 Years”, Public Affairs, News Bureau, The University of Georgia (July 2002).

Other Socioeconomic Indicators

Judith Waldrop, “Up and Down the Income Scale,” American Demographics 12,7 (July 1990), pp. 24-27, 30.

John P. Robinson, “The Time Squeeze,” American Demographics 12,2 (February 1990), pp.30-33.

Supplementary Reading

Gardyn, Rebecca, “Unmarried Bliss”, American Demographics, 22,12 (December 2000), pp. 56-61.

Melissa Campanelli, “The African-American Market: Community, Growth, and Change,” Sales and Marketing Management vol. 143(5), pp. 75-81.

VI. CYCLICAL FACTORS IN MARKETING

(a)      The variety of cycles in business activity.

(b)      Theories of cycles in business activity.

(c)      The sensitivity of various markets to cyclical fluctuations.

Basic Reading

Philip Kotler, Marketing Management, 5th ed. (Englewood Cliffs, NJ: Prentice-Hall, Inc., 1984): 414-441.

Victor Zamowitz, “The Record and Improvability of Economic Forecasting” Economic Forecasts: A Worldwide Survey vol. 3(12) (1986): 22-30.

Victor Zamowitz, “Has the Business Cycle Been Abolished?” Business Economics vol. 33(4) October 1998, pp. 39-45.

Kathryn M. Donringuez, Ray C, Fa.ir, Matthew D. Shapiro, “Forecasting the Depression: Harvard versus Vale” American Economic Review vol. 78(4) (1988): 595-612.

John Dorfman, “Filling Your Portfolio with ‘Beer and Potato’ Stocks”, The Wall Street Journal, August 11, 1990: p. Cl.

Flint Brayton et al. "The role of expectations in the FRB/US macroeconomic model," Federal Reserve Bulletin 83,4 (April 1997) pp. 227-245.

Roy Webb, "Two approaches to macroeconomic forecasting," Economic Quarterly - Federal Bank of Richmond 85,3 (Summer 1999), pp. 23-40.