ERIC Number: ED276868
Record Type: RIE
Publication Date: 1986-Dec-6
Reference Count: 0
Adult Marketing Education for the Small Business Sector: A Status Report.
Price, William T., Jr.
A study identified and analyzed adult marketing education services that have been and are currently being provided for the small business sector. The methodology involved a literature review and a mail survey of all secondary and postsecondary marketing education state supervisors listed in the 1985-86 State Supervisors Directory. Of the 54 supervisors listed, 50 responded, yielding a 93% return rate. Findings indicated that a slight majority of states provided adult marketing education offerings through both secondary and postsecondary programs; a substantial number provided these offerings only through postsecondary programs. A majority offered adult marketing education specifically for small business owners. Types of offerings being provided included creating a business image, employee supervision, keeping business records, tax matters, inventory control, computer use, human relations training, and sales training. A majority of respondents believed marketing education should provide entrepreneurship training and that provision of adult offerings for small business owners could improve the overall image of secondary and postsecondary marketing education programs. Study results indicated a need to revitalize the national reporting system of enrollments that was suspended in 1983-84. More emphasis on adult marketing education was needed in these areas: securing and determining capital needs, selecting employees, estimating small business potential, identifying a market, developing a sales promotion plan, training employees, insurance matters, and credit collections. Four tables are included. (YLB)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Convention of the American Vocational Association (Dallas, TX, December 6, 1986).