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Beliefs and Expectations of Principles of Marketing Students

Authors :
Gabriel R. Gonzalez
Linda Ferrell
Source :
Journal of Marketing Education. 26:116-122
Publication Year :
2004
Publisher :
SAGE Publications, 2004.

Abstract

Students were surveyed to determine their beliefs and expectations prior to taking their Principles of Marketing class. The students were surveyed on the first day of class before any introduction to the course. The students were asked eight open-ended questions to determine their knowledge and awareness about marketing as a field of study. The results indicated that students believe marketing comprises selling, advertising, and promotion. Almost half of the respondents believe that marketing is a “bad business practice,” and nearly one-fourth thought that marketing was a poor career choice. Recommendations are provided for how to address student misconceptions and beliefs about marketing.

Details

ISSN :
15526550 and 02734753
Volume :
26
Database :
OpenAIRE
Journal :
Journal of Marketing Education
Accession number :
edsair.doi...........f057507988fa070c8cbae3901b132fb6
Full Text :
https://doi.org/10.1177/0273475304265543