Several executive changes come this week from the concrete construction firm of Miller & Long Co., Inc., with James S. Long and John F. Miller III leading the list. Long, former president, has been elected chairman of the board, and Miller, former secretary and treasurer, will serve as vice chairman.

Succeeding Long as president is John M. McMahon, who orginally started work with the company ass a summer employee while in college. He has been a vice president since 1972.

Miller's replacement as secretary and treasurer is Graham C. Pearson and John W. Wharton takes over Pearsons position as vice president and assistant secretary.

The new owners of Shoe Lane on Connecticut Ave. NW are Marvin Steinberger, president, and Virginia A. Colbus, vice president. Steinberger has been manager of the store for the past eight years.The former owners, Mr. and Mrs. Louis Needleman, have retired after running the store for 35 years.

Potomac Broadcasting, which operates local country music radio stations WPIK and WXRA-FM, has promoted T. Neal Heaton to vice president, Heaton was the company's general sales manager.

Booz-Allen & Hamilton, Inc., has named Charles W. Hoppe vice president of its transportation consulting division in Bethesda. He will be responsible for the firm's consulting practice to the railroad industry. Hoppe was previously a vice president of the United States Railway Association.

The Government National Mortgage Association has promoted James R. Kozuch to vice president for mortgage finance. Kozuch has been a program analyst with GNMA since 1975.

The new president of Baltimore Contractors, Inc. is Leonard H. Hudson, who has been executive vice president of the company since 1961.

Leone P. Johnson is the new owner of Ideas Unlimited for Company Editors, following the recent death of Orson Angell, who founded the news service 20 years ago.

Universal Tire Corp. in Rockville has promoted two to vice president. William N. Lathrop will handle retail operations and William G. Mathews will be responsible for mail order operations.

Simmons Associates, Inc, has named Jonathan E. McBride vice president. Simmons is a management consulting firm which specialized in executive search.

Office Movers, Inc. in Baltimore has appointed Robert W. Johnson executive vice president, Johnson will have responsibility for Office Movers and will continue to serve as vice president for operations of the parent company, E.I. Kane, Inc.

Promotions at First Federal Savings and Loan Association of Alexandria include John T. Davenport, now executive vice president and chief administrative officer. New vice presidents are John D. Allen, John A. Bobko, Kerry T. Downham, Garry R. Larimer and Robert E. L. Moore.

Virginia National Bank has named David G. Curry corporate executive officer. Previously he was senior vice president and trust officer.