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Backward bending demand is the standard explanation that marketing textbooks give for the pricing of prestige products like f≠ine jewelry and luxury cars. This solely demand-side explanation overlooks two supply-side considerations that all marketing textbooks acknowledge as important: 1) product promotion and 2) the market power of the firms marketing prestige goods. Incorporating these two factors, this article offers marketing educators and other marketing professionals an alternative explanation of prestige pricing that does not require them to assert that the demand for prestige goods is backward bending. Our explanation shows how promotion, demand, output costs, and business profitability are intertwined within a firm's marketing mix. [ABSTRACT FROM AUTHOR]

The authors describe and critically assess an export marketing seminar course designed for undergraduate senior level students as a case study in electronic resource use. In this experiential learning course, the students learn about the problems faced by small and medium-size firms in the international business environment, government assistance programs to alleviate these problems, and international marketing resources available through electronic and traditional media. The main focus of the course is on student consulting projects for client finns in which they prepare country analyses and export marketing plans. Keys' (1977, 1989) learning grid model, consisting of content, experience, and feedback, is used to assess the course. The responses of the students, participating finns, and the Small Business Development Center have been overwhelmingly positive. [ABSTRACT FROM AUTHOR]