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Vice President Group Publisher eric schwartz (215) 238-5420 • FAX (215) 238-5457 eschwartz@napco.com Editor-in-Chief JANET PINKERTON (215) 238-5464 • FAX (215) 238-5346 jpinkerton@napco.com EDITORIAL Senior Editor David Dritsas (215) 238-5261 ddritsas@napco.com Senior Editor markkus rovito (215) 238-5416 mrovito@napco.com Associate Editor Collin Keefe (215) 238-5334 ckeefe@napco.com Managing Editor CHRIS JAGGER (215) 238-5334 cjagger@napco.com Editor at Large Grant Clauser (215) 238-5216 gclauser@napco.com Contributing Editor, Brett Solomon Mobile Electronics (516) 731-7274 Nopanegain@aol.com Editorial Offices: 401 N. Broad St., 5th Floor Philadelphia, PA 19108 (215) 238-5346 www.dealerscope.com STAFF Classified Production Manager MADELINE SACERDOTE Reader Service PATRICIA NICHOLS Advertising Production Manager maria varallo Circulation Manager rhoda dixon (215) 238-5381 Copyright ©2001 North American Publishing Company Editorial and Publishing

EDITORIAL Editor-in-Chief JANET PINKERTON (215) 238-5464 jpinkerton@napco.co Senior Editor David Dritsas (215) 238-5261 ddritsas@napco.com Senior Editor markkus rovito (215) 238-5416 mrovito@napco.com Associate Editor Tatyana Sinioukov Managing Editor CHRIS JAGGER (215) 238-5334 cjagger@napco.com Editor at Large Grant Clauser (215) 238-5216 gclauser@napco.com Contributing Editor, Brett Solomon Mobile Electronics (516) 731-7274 Nopanegain@aol.com Editorial Offices: 401 N. Broad Street, 5th Floor Philadelphia, PA 19108 Editorial FAX: (215) 238-5346 Dealerscope Home Page: www.dealerscope.com Art Director Al Gaspari Assistant Art Director JENNIFER PEZANOWSKI Pre-press Specialists PATRICK FARRELL CLIFF LENTZ JIM KUKUKA GROUP PUBLISHER Vice President eric schwartz (215) 238-5420 (215) 238-5457 FAX eschwartz@napco.com SALES & MARKETING West/Mid-West rick albuck Associate Publisher (215) 238-5215 (215) 238-5457 FAX ralbuck@napco.com East Coast BERNARD M. SCHNEYER President 410 Union Ave.

Over the past several years, companies are putting emphasis on placing MBA's in their marketing departments. Often times they are inexperienced in retailing. The companies convince them they have developed the next "light bulb," as opposed to the cure for the unknown disease. I can recall many of these, and the most memorable are the video disk, the digital compact cassette or the virtual reality glasses. Freshly brainwashed and eager to succeed, the MBA now "marketing guy" is transformed into the role of "pitchman." The one-two punch of the MBA degree and the aura of being the "ivory tower marketing guy" are intended to dazzle the

The Consumer Electronics Industry is always on the cutting edge of technology. We don't have a $399 super capacity washer where only the letter at the end of the model number changes every year. Instead, we always have new and emerging items constantly evolving from this technology. Always trying to "one up" the other, the manufacturers throw "the latest and greatest" things at the retailer who in turn throws them at the consumer. Some stick and some don't. As merchants, the looming threat that the competition will have the new models first forces us to offer them also. As an industry, we continue to lessen our credibility

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