A multiobjective financial planning model for electric utility rate regulation

The interests of the three parties to the regulatory process—investors in an electric utility, consumers, and regulators—are often in conflict. Investors are concerned with shareholder wealth maximization, while consumers desire dependable service at low rates. If the desired end product of regulation is to establish rates that balance the interests of consumers and investors, then a financial planning model is needed that accurately reflects the multi-objective nature of the regulatory decision process. This article develops such a multi-objective programming model for examining the efficient trade-offs available to utility regulators in setting rates of return.     

Persuasive advertising,autonomy, and the creation of desire

It is argued that persuasive advertising overrides the autonomy of consumers, in that it manipulates them without their knowledge and for no good reason. Such advertising causes desires in such a way that a necessary condition of autonomy — the possibility of decision — is removed. Four notions central to autonomous action are discussed — autonomous desire, rational desire and choice, free choice, and control or manipulation — following the strategy of Robert Arrington in a recent paper in this journal. Replies are made to Arrington's arguments in favour of advertising. It is also claimed that the argument developed by Philip Nelson, which concludes that even if persuasive advertising does override autonomy, it is still in the interests of consumers to be subjected to it, is seriously mistaken. Finally, some caveats concerning informative advertising are presented. The author has recently received the degrees of B. A. and B. Phil. at Oxford University, and is presently working on a D. Phil. thesis, in which an ideal utilitarian/perfectionist theory is developed. It is hoped that this theory will supply plausible solutions to a number of problems in practical ethics. He has had an article, The Argument from Marginal Cases, published in Journal of Applied Philosophy, II, 2, 1985, and another, The Avoidance of the Problem of Evil: A Reply to McGrath will be published this year in Analysis.     

Electronic decision aids: Integration of a consumer perspective

Merchants and manufacturers are rapidly adopting electronic decision aids to help sell a variety of merchandise. These systems provide product information or recommendations based on input from the consumer and affect the way consumers process information. A conceptual framework, based on information processing theory and three strategic consumer difference variables — goal orientation, autonomy, and expertise — is presented. Based on these differences, propositions are derived to guide design of effective electronic decision aids.

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Zusammenfassung Elektronische Entscheidungshilfen: Die Miteinbeziehung der Perspektive des Verbrauchers Händler un Hersteller verwenden in wachsendem Ma\e elektronische Entscheidungshilfen beim Verkauf einer Vielzahl von Waren. Solche Hilfen stellen Produktinformation bereit und liefern Empfehlungen auch aufgrund solcher Dateneingaben, die von der Verbraucherseite kommen, und sie beeinflussen die Art und Weise, wie die Konsumenten Information verarbeiten. Der Beitrag liefert einen begrifflichen Rahmen, der auf der Theorie der Informationsverarbeitung und auf drei Konsumentenvariablen — Zielorientierung, Autonomie und Kompetenz — aufbaut. Auf dieser Grundlage werden Vorschläge für die Gestaltung wirksamer elektronischer Entscheidungshilfen abgeleitet.

     

Verbraucherschutz im Bereich der Versicherung — das schwedische Konsumentenversicherungsgesetz

Zusammenfassung Das neue schwedische Konsumentenversicherungsgesetz soll Versicherungsbedingungen bewirken, die den Bedürfnissen der Verbraucher besser entsprechen. Zeitliche Kontinuität des Versicherungsschutzes auch bei Erneuerung der Versicherung und vor der Prämienzahlung gehören zu den Interessen, die dabei im Vordergrund stehen. Auch bei Obliegenheitsverletzungen soll der Versicherungsschutz beibehalten werden, soweit dies mit den Interessen der Versicherungswirtschaft in Einklang zu bringen ist.

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Consumer protection in the field of insurance — The new Swedish Consumer Insurance Act

This article gives a survey of a new Swedish statute on insurance contracts with consumers. The scope of the Act is limited to the branches that are most important to consumers, such as household or homeowner insurance and motor insurance. It leaves aside life insurance and other insurance of persons, for which legislation is to follow later.The object of the Act is described as being to facilitate the conducting of insurance business in a suitable manner, paying regard to the needs of consumers as insured. The consumers are to have legal rights against the insurers, so as not to depend largely on the insurers' good will. Competition between insurers should also be encouraged.The Act contains a number of — technically rather complicated — rules that aim at safeguarding the continuity of the insurance protection. An underlying assumption is that a gap in the validity of an insurance, because of failure to renew the insurance contract, can be fatal to a person insured if damage occurs during that period. There are, therefore, rules regarding automatic renewal. The interest of the insured in being able to change the insurance, or move to another insurer, is protected principally by a rule that the maximum period of contract is normally one year.The wish to safeguard the unbroken continuity of an insurance contract is also reflected in the rules relating to payment of premiums. The insured is to have adequate time for payment after receiving notice. He shall not lose the insurance protection even temporarily — which would leave him without indemnity if damage occurred during that time — unless he has received two successive notices of payment. The second notice is to be a cancellation of the insurance contract, since the insurer shall not be entitled to a premium for a period during which he has not been at risk.The rules regarding failure of the insured to comply with duties regarding disclosure, warranties, etc., are based on the idea that total loss of the right to the insurance indemnity may be detrimental for the types of insurance that the statute concerns. An insured who has acted without fault shall always be entitled to full insurance indemnity, and even if he has been at fault, the consequence should as far as possible be only a reduction of the insurance indemnity, not total loss of it. However, the need for a sanction against fault varies considerably for different branches of insurance, and the rules therefore give considerable leeway for adapting the insurance conditions to the various situations.It is mentioned that the statute has already given rise to considerable discussion in Sweden. On the one hand, the insurers maintain that the statute will lead to increased premiums, mainly because of the amount of protection that is given to those who are careless. On the other hand, the proponents of the statute argue that in fact the rules of the statute mostly agree with the present practice of the insurers and should therefore not give rise to any appreciable increases of premiums.

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Jan Hellner ist Professor für Rechtswissenschaft an der Universität Stockholm, S-106 91 Stockholm, Schweden.     

The time-harried shopper: Exploring the differences between maximizers and satisficers

Schwartz and his colleagues have proposed individual differences in consumer decision goals. Maximizers are those who always strive to make the best possible decision, whereas satisficers are those who are usually willing to settle for a “good enough” option. In this study, we explore the influence of the maximizing trait in situations where consumers have to make quick purchase decisions. The context for our empirical study is online gift purchases made under a time constraint. The results support our predictions that maximizers (vs. satisficers) engage in more prepurchase browsing behavior and also perceive more decision time pressure. Furthermore, these effects are moderated by the size of the available choice assortment. The results also show that maximizers are more likely to change their initial time-constrained choices if given the opportunity to do so. We discuss the implications of the research for the study of individual differences in consumer behavior and also for customizing retail sales and Internet marketing tactics based on buyer segmentation.     

Macro-level change and micro level effects: A twenty-year perspective on changing grocery shopping behaviour in Britain

In this paper we summarise key elements of retail change in Britain over a twenty-year period. The time period is that covered by a funded study into long-term change in grocery shopping habits in Portsmouth, England. The major empirical findings—to which we briefly allude—are reported elsewhere: the present task is to assess the wider context underlying that change. For example, it has frequently been stated that retailing in the UK is not as competitive as in other leading economies. As a result, the issue of consumer choice has become increasingly important politically. Concerns over concentration in the industry, new format development and market definition have been expressed by local planners, competition regulators and consumer groups. Macro level changes over time have also created market inequality in consumer opportunities at a local level—hence our decision to attempt a local-level study. Situational factors affecting consumer experiences over time at the local level involve the changing store choice sets available to particular consumers. Using actual consumer experiences thus becomes a yardstick for assessing the practical effectiveness of policy making. The paper demonstrates that choice at local level is driven by store use and that different levels of provision reflect real choice at the local level. Macro-level policy and ‘one size fits all’ approaches to regulation, it is argued, do not reflect the changing reality of grocery shopping. Accordingly, arguments for a more local and regional approach to regulation are made.     

Customer satisfaction and customer behavior: The differential role of brand and category expectations

Previous research has suggested that consumers use multiple strands to evaluate their satisfaction with a product and to establish postpurchase behavioral intention. However, prior empirical research has focused on which individual standard best predicts satisfaction. In contrast, this article develops and tests a model of consumer satisfaction and postpurchase behavioral intention in which consumers simultaneously use multiple standards—perceptions of performance, brand expectations, and category expectations. The results of an experiment for a simulated service encounter provide support for the proposition that consumers use multiple standards and that these standards have differential effects on such postpurchase outcomes as satisfaction, repurchase intention, and willingness to recommend. Brand expectations are shown to be better predictors of affective outcomes (such as satisfaction), while category expectations are shown to be better predictors of behavioral outcomes (repurchase and recommendation). Consistent with prior research, perceived performance is shown to have a strong effect on both satisfaction and behavioral intention.     

Die Armen zahlen mehr — ein vernachlässigtes Problem der Verbraucherpolitik in der Bundesrepublik Deutschland?

Zusammenfassung Der vorliegende Beitrag zeigt, daß es auch in der BRD etliche empirische Indizien gibt, welche für die aus den USA bakannte These «die Armen zahlen mehr» sprechen. Nach einer kurzen Erläuterung dieser These sowie der sie stützenden Einzelhypothesen und der Erörterung der dafür sprechenden empirischen Indizien in der BRD, wird schließlich die Frage aufgeworfen, ob die Verbraucherpolitik in der BRD nicht stärker auf die besonderen Probleme sozial schwacher Konsumenten ausgerichtet werden soll, um damit zugleich in Übereinstimmung mit sozialpolitischen Zielsetzungen deren Lebenslage zu verbessern.

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The poor pay more — an ignored problem of consumer policy in the Federal Republic of Germany

The aim of this article is to focus the attention of consumer research and consumer policy in West Germany on the special disadvantages of low-income consumers. These disadvantages are well known in U. S. consumer and poverty research since the pioneering study in this field by Caplovitz (The Poor Pay More) but seem to be still largely ignored in West Germany.Surveying the available empirical knowledge on income differences and consumer behaviour in West Germany, four main factors can be identified which cause low-income consumers to pay more for the same goods (T₁), or to get goods of lower quality, i.e., less value for the same amount of money (T₂), than better-off middle-class consumers do.Firstly, in West Germany as in other western countries, low-income consumers, especially low-educated consumers, seem to be less informed than better educated middle-class consumers about market conditions, shopping opportunities, prices, and quality of goods. So they may have a greater risk of uneconomical buying. Remarkably, low-income consumers do not utilize the consumer's advice bureau or consumer information offered by the Stiftung Warentest to the extent that middle-class consumers do.Secondly, low-income consumers more frequently than middle-class consumers shop for food and daily necessities in small stores in their neighbourhood, more often buying in small quantities. Shopping in this way, goods are more expensive than by buying larger quantities in supermarkets or discount-stores. Interviews with low-income consumers in Munich (Studiengruppe für Sozialforschung, 1974) showed that this particular shopping behaviour is not mainly due to the lack of market information or to a preference by low-income consumers for personal contacts at shopping, as is sometimes maintained, but rather stems from budget restrictions which prevent large-scale buying, and from transportation problems facing low-income consumers without an automobile, especially in urban low-income areas and in rural settlements without discount-stores or the like.Thirdly, there is some evidence to suggest that low-income consumers in West Germany more frequently buy on instalment credit, which is supposed to be more costly than cash-payments or banking credits preferred by middle-class consumers.Fourthly, there is some empirical evidence in West Germany that low-income consumers, mostly low-educated, in contrast to middle-class consumers largely lack consumer know-how and shopping sophistication. So it can be assumed that low-income consumers are more frequently caught in unplanned and unfavourable purchases by persuasion of salesmen or pedlars. Presumably they also, more often than middle-class consumers, abstarin from taking action when dissatisfied. It is worth nothing, though, that the latest empirical findings in West Germany do not support the widespread view that low-income consumers do less household planning and budgeting and therefore more frequently do uneconomical shopping than middle-class consumers. Indeed, in the incidence of household planning in the country there seems to be no significant differences by income level. As strict household planning in West Germany is generally rare, in this respect one may only presume that many poor consumers pay more than would be necessary by careful income spending (T₃).Referring to these findings, the recommendation is made that public consumer policy in the Federal Republic of Germany to an increasing extent should face up to the disadvantages of low-income consumers and attempt to contribute to the reduction of real-income poverty. As scientific knowledge on this issue is still very sparse in West Germany, the article closes with a demand for further research in the field.

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Hermann Scherl ist wissenschaftlicher Assistent am Institut für Staats-und Versicherungswissenschaft der Universität Erlangen-Nürnberg (D — 8520 Erlangen, Kochstraße 4).     

Electronic Commerce: A Marriage of Management Information Systems and Marketing

The development of the Internet creates many opportunities—for human life, for business, for entrepreneurs, and for consumers. Here, we discuss some of these opportunities; and we concentrate on the perspectives offered by two related disciplines: Marketing and Management Information Systems. In particular, we discuss how the development of electronic commerce creates an opportunity for these two disciplines to form an alliance that has the potential to increase our knowledge about human interactions in cyberspace.     

A paradox of price–quality and market efficiency: a comparative study of the US and China markets

The price–quality schema rests on an assumption that price is credible information about product quality. However, the credibility of price information varies across different markets. In an inefficient market, consumers would believe in the price–quality relationship to a lesser extent because price information is less credible. Paradoxically, in such a market, sometimes consumers have to rely more on price to infer quality because other product information is less available. With a cross-national perspective, this study investigated the influences of market efficiency and consumer risk aversion on the price–quality schema between the China and the US markets. We found that due to the inefficient market environment, Chinese consumers possess a weaker price–quality schema than American consumers. Chinese consumers are more risk averse than their American counterparts. However, in China, risk-averse consumers are more likely to use price to infer product quality. Implications for global marketing are discussed, and directions for future research are suggested.     

Consumer dissatisfaction as a measure of market performance

This paper summarizes two earlier papers on (a) a taxonomy of consumer satisfaction/dissatisfaction measures and (b) results of a U.S. study of consumer problems across a broad range of product and service categories. The paper then assesses the extent to which unsolicited complaints data voiced to business are representative of all types of complaints an all consumers. The paper concludes that they are representative of neither but in the case of consumers, in contrast to previous studies no consistent relationships between socio-economic characteristics and complaint behavior appear when product category and problem type are included in the analysis.

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Zusammenfassung Der vorliegende Beitrag orientiert zunächst über zwei frühere Arbeiten über (a) eine Taxonomie der Indikatoren für Verbraucherzufriedenheit/-unzufriedenheit und (b) die Ergebnisse einer amerikanischen Studie von Verbraucherproblemen bei einer großen Zahl von Produkten und Dienstleistungen. Anschließend untersucht der Beitrag, in welchem Ausmaß solche spontanen Verbraucherklagen, die der anbietenden Wirtschaft bekannt werden, die gesamte Spannbreite aller Verbraucherklagen widerspiegeln und repräsentativ sind für alle Konsumenten. Der Beitrag kommt zu dem Ergebnis, daß beides nicht der Fall ist. Im Fall der Verbraucher zeigten sich jedoch — anders als in bisherigen Studien — keine durchgängigen Zusammenhänge zwischen sozioökonomischen Merkmalen und dem Beschwerdeverhalten, wenn die Produktgruppe und die Art des Problems bei der Analyse berücksichtigt wurden.

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Alan R. Andreasen is Professor of Business Administration at the University of Illinois, College of Commerce and Business Administration, 350 Commerce Building, Urbana, Ill. 61801, USA. The paper was first presented at Fourth International Research Seminar in Marketing, Senanque Abbey, Gordes, France, May 31 – June 3, 1977. The author would like to acknowledge the contributions of Professor Arthur Best of Western New England College who was the initiator and field director of this study and co-author of earlier papers on the study's results.     

Advertising and behavior control

Advertisers often have been accused of using techniques which manipulate and control the behavior of consumers and hence violate their autonomy. Some of these techniques are puffery, subliminal advertising, and indirect information transfer. After examining both criticisms and defenses of such practices, this paper presents an analysis of four of the concepts involved in the debate — the concepts of autonomous desire, rational desire, free choice, and control. Applying the results to the case of advertising, it is shown that advertising cannot be found guilty of intrinsically or frequently violating the consumer's autonomy in any of the relevant senses of this notion.     

Are profits deserved?

N. Scott Arnold has argued forcefully that, for the most part, those who win profits (and suffer losses) in a market economy deserve them. According to Arnold, profit opportunities arise when there are malallocations of resources, which entrepreneurs initiate changes in production to correct. If they succeed, they simultaneously further the essential point of the market system — to meet the needs and wants of consumers — and they make profits; if they do not, then they stand to suffer losses. I argue that the structure of modern corporate enterprises tends to channel income into the hands of those whose entrepreneurial contribution is diminishingly small — namely stockholders — and away from those within the firm who genuinely participate in the entrepreneurial role.Grant A. Brown is a Lecturer in the Faculty of Management, University of Lethbridge, and a D.Phil. candidate in philosophy. His Critical Notice ofThe Libertarian Idea, by Jan Narveson, appeared in the September 1990 issue of theCanadian Journal of Philosophy. His Game Theory and the Virtues is forthcoming inReason Papers, and his Satisficing Rationality: In Praise of Folly is forthcoming in theJournal of Value Inquiry.     

The ethics of subliminal communication

Assume that we communicate for the purpose of trying to change a person's behavior either overtly or covertly. As long as this is done in an honest manner, no concern with ethics is involved. But suppose a communication pattern — subliminals — is developed that covertly tries to change our behavior without our consent. Then, concern with ethics is involved.Very little evidence exists to support a definitive quantitative impact of subliminal communication. There is a suggestion, however, that subliminals do in fact manipulate people to do certain things. If this is so, then we have an over-riding issue in ethics — the ultimate invasion of a person's privacy — his mind.Dr. Gratz has been Director of Business at Shippenburg State College in Pennsylvania, Chairman of the Business Education Department at the University of Iowa and a visiting professor at the University of Vermont, the University of Michigan, and the University of Houston.Currently a professor of Business Administration at Pan American University, Dr. Gratz has published over 30 books and articles. Recently he has been named to the Board of Directors for the National Hall of Fame for Business Education.     

Learning About Computers: An Analysis of Information Search and Technology Choice

We estimate a dynamic model of how consumers learn about and choose between different brands of personal computers (PCs). To estimate the model, we use a panel data set that contains the search and purchase behavior of a set of consumers who were in the market for a PC. The data includes the information sources visited each period, search durations, as well as measures of price expectations and stated attitudes toward the alternatives during the search process. Our model extends recent work on estimation of Bayesian learning models of consumer choice behavior in environments characterized by uncertainty by estimating a model of active learning—i.e., a model in which consumers make optimal sequential decisions about how much information to gather prior to making a purchase. Also, following the suggestion of Manski (2003), we use our data on price expectations to model consumers’ price expectation process, and, following the suggestion of McFadden (1989a), we incorporate the stated brand quality information into our likelihood function, rather than modeling only revealed preference data.Our analysis sheds light on how consumer forward-looking price expectations and the process of learning about quality influence the consumer choice process. A key finding is that estimates of dynamic price elasticities of demand exceed estimates that ignore the expectations effect by roughly 50%. This occurs because our estimated expectations formation process implies that consumers expect mean reversion in price changes. This enhances the impact of a temporary price cut. Finally, while our work focuses specifically on the PC market, the modeling approach we develop here may be useful for studying a wide range of high-tech, high-involvement durable goods markets where active learning is important.JEL Classification: C15, C33, C35, C42, C51, C52, D83, D84     

Consumer Protection Law in Ethiopia: The Normative Regime and the Way Forward

The 1960 Civil Code of Ethiopia and other laws have been providing a certain level of protection to consumers until the enactment of laws – in 2010 and 2014 – that expressly deal with consumer protection. This article examines consumer protection in Ethiopia with prime attention to the Trade Competition and Consumer Protection Proclamation No. 813/2013 (enacted in 2014). The social context which prompted the enactment of specific consumer laws in Ethiopia, sources that have influenced Ethiopia’s consumer law regime, rights of consumers, obligations of business persons, regulatory enforcement schemes and some features of consumer protection in digitalized services are highlighted. Moreover, the article briefly deals with the way forward regarding consumer enablement as a path to the effective implementation of consumer rights to choice, safety, information and redress. It is argued that the articulation of specific consumer laws can hardly be implemented unless consumers are adequately empowered to secure their rights and entitlements through effective redress which should include public interest litigation, class action and enhanced civil society engagement.     

Ombudsman schemes in the United Kingdom's financial sector: The insurance ombudsman,the banking ombudsman,and the building societies ombudsman

The problems facing consumers in pursuing complaints against suppliers through the courts are well known and have given rise to the development of alternative strategies. This paper considers the development and use of one such strategy — the ombudsman — in dealing with the complaints of consumers against insurers, banks and building societies. The decisions to create these schemes can be seen against a background of the radical changes in the financial markets during the 1980s. However, the practice of the different ombudsmen is also influenced by the history, rules, practices and commercial contexts of their respective industries. It is argued, for instance, that the ombudsmen have developed standards of fairness which enable them to step outside established law and practice. However, the extent to which each is willing to do this may depend on the history and legal context of the relationships which a particular sector has had with its customers.

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Ombudsmann-Regelungen im Finanzsektor Grobritanniens: Die Ombudspersonen für Versicherungen, für Banken und für Wohnbaugenossenschaften

Zusammenfassung Die Schwierigkeiten, die Konsumenten haben, wenn sie Beschwerden gegen Anbieter auf gerichtlichem Wege klären lassen wollen, sind gut bekannt und waren Anla\ für die Entwicklung alternativer Strategien. Der Beitrag behandelt eine dieser Alternativen — den Ombudsmann — bei der Behandlung von Verbraucherbeschwerden gegenüber Versicherern, Banken und Wohnbaugenossen-schaften. Die Entscheidungen, die zur Schaffung dieser Regelung geführt haben, sind vor allem vor dem Hintergrund der starken Veränderungen auf den Finanzmärkten in den 80er Jahren zu sehen. Dabei wird das praktische Vorgehen der Ombudspersonen von der Entstehungsgeschichte, von Gewohnheiten und Praktiken und vom wirtschaftlichen Zusammenhang ihrer jeweiligen Branche beeinflu\t. So haben die Ombudspersonen zum Beispiel Richtlinien für Fairne\ entwickelt, die ihnen auch Möglichkeiten au\erhalb der etablierten Bereiche des Rechts und der Praxis eröffnen. Allerdings hängt die Bereitschaft des einzelnen Ombudsmannes, solche Möglichkeiten zu ergreifen, von der Geschichte und dem rechtlichen Kontext der Beziehungen ab, die seine Branche mit ihren Kunden gehabt hat.

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The authors would like to thank VW-Stiftung which funded the project, of which an earlier version of this study formed a part: Southern Extension of the EC, Financial Services and Consumer Protection; as well as Magda D'Ingeo and Katrina Wilson, both of Brunel University.     

The Performative Nature of Consumer Research: Consumers’ Environmental Awareness as an Example

This article considers the way “green consumers” are constructed – or performed – in studies on consumer environmentalism aiming to inform policy makers. The focus is on concrete data gathering operations, which are exemplified by four brief examples from the author’s own research experience. The conclusion is that consumer research is a creative process, in which consumers are made to interact with different contexts, thus eliciting different outcomes. These conclusions give rise to two suggestions. More attention should be paid to context in research, which is already occurring. More fundamentally, researchers should recognize their active, performative role when interacting with consumers as research subjects, on the one hand, and with policy-makers and other social actors as research utilizers, on the other.     

Moral consequences of a seller's market: Polish experience

The article is an analysis of the moral consequences of permanent and major shortages in supply for producers, distributors, and especially consumers. The analysis is based on the author's long experience, obtained in Poland during observations and studies of the behaviour of economic units and consumers. The conclusions presented can be generally applied to centrally planned economies. Similar studies are lacking in countries characterized by an `economics of shortage'. Immoral behaviour is reflected in the negligence of the socially accepted system of values and moral norms. In ‘economics of shortage’ this system has been largely destroyed, making moral evaluation of behaviour rather difficult. The seller's market puts society in a situation characterized by a conflict between the law and moral norms; it restricts distributive justice; makes it easier to infringe upon somebody's property; induces fraudulent activities to the detriment of the consumer; restricts the individual's freedom and the consumer's sovereignty; dehumanizes the consumption process; violates human dignity; carries a threat for family life and generates interhuman conflicts. Decisions concerning production and products do not make sufficient allowances for the needs of end users in the sphere of quality, assortment, information transmitted to consumers, and new product development. There exist, in parallel, different systems of allocation of goods and services: administrative allotment, government-controlled outlets, grey and black markets. The purchase of a product itself stretches in time and involves considerable obstacles. The consumer is forced to continue searching and queuing, compulsory substitution, compulsory spending of money and compulsory savings. All this paves the way for unethical behaviour of both sellers and consumers. Among consumers there can be seen symptoms of alienation from the market.     

Developing a distinctive consumer marketing organization

Marketing excellence is a key success factor in virtually any industry or company focused on consumer products or services. Defining what marketing excellence really means and how to mobilize the organization to achieve that goal, however, can be extremely challenging. This article examines the changing nature of the relationship between consumer and marketer and identifies the characteristics of excellent consumer marketing companies. While there is clearly no single right answer in designing marketing organizations, a number of companies in a variety of consumer industries have begun experimenting with promising results. While the solutions are different in each case, a number of common themes—including a clear linkage between strategy and marketing skills, seamless integration across the business system, and a clear marketing culture—are beginning to emerge.