As an example of the assessment of learning outcomes, student perceptions were obtained for learning outcome importance as well as their own abilities to perform learning outcome skills. Development of outcomes involved multiple stakeholder groups and extensive reviews. Rankings were developed for highest importance and highest skill level as a way to evaluate outcomes needing emphasis. A simple priority index demonstrated one technique of allocating resources in program changes. In this example, highest priorities converged around issues of interpersonal, leadership, global economy, and interacting in the business environment. Extensive comparisons were made between class level as well as between marketing majors and other business disciplines. Although lists of outcomes, student perception ratings, and priorities will vary among institutions, this example indicated a beginning point for rating criteria.

Learning activities are described for study abroad tours with appropriateness discussed in terms of study tour characteristics of location, integration with academic credit, and time spent on the tour. Journal writing is the most versatile activity. Company visits are the most impressive to students. Simulations engage students but require computer technology. Projects require sufficient research resources. Lecture/testing and treasure hunts require more time on tour.

One of the great American success stories of the twentieth century was the victory of medicine over disease. Its success relied on the emergence of a marketing system that delivered and managed health care. Yet, for all the success of the U.S. health care marketing system, there persists a consumption constraint of access—namely, access for whom and access to what. The purpose of this essay is to explore the effects of marketing systems on provisioning and constraining consumption and to understand the role of public policy in overcoming the constraints in marketing systems.

No abstract

The key issue of ethical applications of fear appeals, which has been generally avoided in marketing literature, is reviewed. The authors develop an evaluation framework, the ethical effects-reasoning matrix (ERM), using multiple interest groups (stakeholders) and multiple ethical reasoning perspectives. The framework is intended to aid in isolating and identifying conflicts that may arise when fear appeals are considered from a variety of ethical perspectives involving many interested publics. An example is provided to indicate application of the framework as well as conflict resolution techniques.