bluuebunny/crossref_metadata_2025 huggingface dataset:
Deliberations of a Chain Grocery Buying Committee
Authors: Hileman Donald G. , Rosenstein Leonard A.
Published: November 2018

It is difficult for new products to gain admission to the nation's supermarkets. A favorable decision usually is the result of the deliberations of a buying committee.

The authors made a tape recording of a buying committee in its regular meeting. Here they present the factors which had a bearing on the acceptance or rejection of the products under consideration.
How Much of the Corporate Image is Stereotype?
Authors: Ferber Robert , Tucker W. T.
Published: November 2018

This article discusses the possibility that the public attitude toward any business is largely influenced by a stereotype. If indicates that language factors located by communications research probably do not apply in corporate-image studies.
How Much Control Can Business Endure?
Authors: Kintner Earl W.
Published: November 2018

Are Americans unwilling to grapple with the naked concept of power? Is our present distribution of economic power sound?

The recent Chairman of the Federal Trade Commission examines this distribution, and shows why the antitrust laws are a principal guarantee of its enduring quality.
What Shall We Do about Advertising?
Authors: Lazo Hector
Published: November 2018

Everybody considers himself an advertising expert, certainly an expert critic. The real experts are very few. Indeed, that may well be one of the principal handicaps of advertising today. Here is a concrete plan to help dispel some of this ignorance.
Portfolio Tests—Are They Here to Stay?
Authors: Maloney John C.
Published: November 2018

The author challenges the usefulness of the recall data produced by portfolio tests as measures of the performance of print advertising. The differences between the effectiveness of these recall measures and other recall measures are considered in a new light.
Five Fallacies about Women
Authors: Stearns Betty Jane
Published: November 2018

Do sex and fashion really help sell products to women? Will women always buy something new?

The author invites marketers to take a fresh look at some favorite “pigeon-holes” where traditional ideas about how to sell to women ought to be gathering more dust.
Anthropology's Contributions to Marketing
Authors: Winick Charles
Published: November 2018

Of the social sciences which deal with man and society, only economics, psychology, and sociology have been widely used in marketing. Economics is at the core of much of the content of marketing; psychology has yielded a variety of interviewing and projective testing procedures; sociology has contributed concepts like social class.

Marketers have been relatively slow in using anthropological insights and approaches, even though anthropology is also concerned with man and society. This article considers why anthropology has been used relatively seldom, and how it has been and might be employed.
A Credo to Replace Dichter's “Tenets”
Authors: Klass Bertrand
Published: November 2018

The author believes that the “tenets” comprising Dichter's credo contribute little, if anything, to creativity in research. The claim that the tenets stem from epistemology is also argued against, and an alternative credo suggested.
The Changing Role of U. S. World Trade
Authors: McCollum L. F.
Published: November 2018

A transition in international trade has taken place in recent years. The economies of many Western European nations and Japan have been revitalized, due largely to American aid in the immediate postwar period; and these same nations now are energetically competing for markets with U.S.-made goods.

The author examines the balance-of-payments problem faced by the United States; the role that increased exports can play in helping to solve these difficulties; and the joint business and government efforts being made by the National Export Expansion Committee of the Department of Commerce and its regional committees.
The Researcher's Dilemma
Authors: Bogart Leo
Published: November 2018

How does the marketing researcher resolve his dual orientation as a professional and as a businessman? This is the dilemma which the author poses.

The ethical problems which confront marketing researchers are made more acute by the absence of an accepted code of standards, and by the pressures to be productive in ways which have nothing to do with research at all.
Managing New Products in a Changing Market
Authors: Herrmann Cyril C.
Published: November 2018

The contributions of marketing research to managerial effectiveness can help to raise profits, but research itself is not a decision-making function. The decisions to use the outcome of research wisely must properly be made by management.

But will management learn to deal effectively with the future? Can marketing efforts be organized to handle successfully the radical changes in business that tomorrow will bring? These are the questions.
Sensitivity of Corporate Sales to Income Changes
Authors: Groepper Gerald W.
Published: November 2018

The sensitivity of corporate sales to changes in income levels is a useful and basic concept.

This article develops—for a broad range of industries—the historical, long-range pattern of fluctuations in corporate sales associated with fluctuations in disposable personal income. If also suggests further use of such income sensitivity of demand coefficients for various inter-industry comparisons.
Dr. Weber and the Consumer
Authors: Miller Richard Lee
Published: November 2018

The author has developed an intriguing hypothesis about the consumer. He has attempted to relate Weber's Law of Discrimination to consumer motivation.

He also shows how this may affect prices, quality, advertising, and selling.
The Learning of Consumer Preference
Authors: Krugman Herbert E.
Published: November 2018

No field of psychology has so ancient and honorable a tradition of research as that concerned with the process of human learning. Despite theoretical controversies, a number of general principles have been successfully applied in education.

Is it not high time that these principles were evaluated in terms of their implications for consumer research?
A Cash Register Test of Sales Effectiveness
Authors: Twedt Dik Warren
Published: November 2018

Here is a description of a new, rigorously controlled research method that permits sales audits to be completed in a few days, even with relatively slow-moving products.

Costs are usually lower than those of conventional sales tests, and the test can be conducted with experimental, handmade packages, or with point-of-purchase displays.
Marketing in Australia
Authors: Ewing John S.
Published: November 2018

To paraphrase a current Australian advertising campaign, “What's marketing like Down Under?”

In many and some surprising ways, it is like marketing in the United States. Language, legal and political systems, a high and rising standard of living, and particularly an enthusiasm for things American, make Australia worth serious consideration in the hunt for overseas markets. Easy to enter, the market has proved worth-while for many American firms—but there are some pitfalls and some limitations, as this article shows.
The Significance of Impulse Buying Today
Authors: Stern Hawkins
Published: November 2018

Aware of the significance of impulse buying and wishing to anticipate possible changes in the market for its products, the Wm. Wrigley Jr. Company commissioned Stanford Research Institute to study the market for impulse items as it has developed in the past decade and as it is likely to develop during the 1960s. This article is drawn from the study findings, on the nature and significance of consumer impulse buying.
Conventional Wisdom and the Sixties
Authors: Peterson Peter G.
Published: November 2018

Managements are increasingly concerned about lackluster performance of certain marketing operations. There are too many instances of marketing decisions based on “conventional wisdom.”

The President of Bell & Howell outlines some of the challenging marketing problems of the sixties, and some bold approaches to meet the needs of the new environment.
Marketing to the Navy
Authors: Boose William R.
Published: November 2018

Marketing portrays the manner in which the military term logistic requirement, is translated into business usage as market. Using the Navy as an example, the entire purchase cycle is outlined.

This is believed to be the first time the military market has been covered from so broad a view. The article is also unusual in being written by a “customer.”
The Role of the Marketing Staff
Authors: Longman Donald R.
Published: November 2018

Business management is increasingly dependent upon marketing to gain enduring competitive advantage.

This article describes the rich opportunities for success presented by a change in the approach to marketing staff work and acquisition of professional personnel for it.
Discount Houses in Australia and Mexico
Authors: Ewing John S.
Published: November 2018

The discount house is the latest American marketing innovation to be exported and to be met with the cry “It can't happen here.”

In an article in the April, 1962, JOURNAL OF MARKETING, the author generalized that marketing activities that would work in the United States would usually work in Australia. Here he examines the discount house against the Australia marketing scene and in Mexico, another market which has shown some willingness to accept American marketing ideas but not without resistance.
The Group Depth Interview
Authors: Goldman Alfred E.
Published: November 2018

“Discussion panels,” “respondent-oriented interviews,” “consumer conferences,” and “focused group interviews” have enjoyed increasing popularity in attempting to solve marketing problems. This article describes the mechanics of conducting group interviews and also some of its consequences.

The title of the article, “The Group Depth Interview,” reflects a situation in which information is sought from a number of interacting individuals at the same time, using a combination of probing and direct-inquiry techniques.
One Common Market or Six Markets?
Authors: Botthof C. Laury
Published: November 2018

The U. S. advertiser in the Common-Market countries must beam his message through an unfamiliar and complex media structure in each of them. Even such familiar media as newspapers can fill widely divergent communication roles in the various countries.

Here a publisher of media directories in several of the Common-Market countries discusses in broad outline the role, flavor, and kinds of media available to the American marketer.
Theory or Research for the Marketing Decision-maker?
Authors: O'Dell William F.
Published: November 2018

Marketing theorists and marketing men in business view each other with mild suspicion, neither fully recognizing that the activities of both groups are aimed at improving the decision-making process.

The author of this article holds that marketing research is more useful than marketing theory in the selection of the most appropriate course of marketing action. He believes that the most fruitful opportunities for the marketing theorist are in the development of theory for improving the design of marketing research activity.
The Marketing-Accounting Partnership in Business
Authors: Kelley Thomas C.
Published: November 2018

The computer age has brought with it the need for increased teamwork on the part of all segments of the business enterprise.

This is why the author of this article argues for close relationships between the marketing and accounting functions.
A Perfect Measurement of Advertising's Contribution to Marketing
Authors: Wallace James M.
Published: November 2018

The author of this article is very sympathetic with the views of all advertisers who want to know what they are “getting” for their investment in advertising.

But he is also frustrated, because he does not know the answer … and he does not think anyone else does. In fact, he is so frustrated that he proposes a “perfect measurement” of advertising's contribution to marketing.
A Forward Step in Performance Evaluation
Authors: Easton Allan
Published: November 2018

Persons responsible for evaluation of performance have found that use of single-criterion measures invariably leads to undesirable side-effects.

As a remedy, designers of evaluation methods would like to use multiple in place of single criteria, but are likely to have difficulty in amalgamating their multiple measures into a meaningful whole.

Here is a method for combining multiple-criterion scores into a conceptually satisfying, overall figure-of-merit which can be used to rank subjects or projects in order of their excellence.
Competitive Oligopolistic Pricing
Authors: Knox Robert L.
Published: November 2018

Do oligopolistic industries evolve a pricing pattern which is inimical to consumer welfare?

In this article, pricing policies in a major American industry are examined in the light of orthodox analysis. The results shed some light on the relevance of oligopolistic pricing theory in judging the competitiveness of certain industrial markets.
Measuring Change in the Advertising Agency Business
Authors: Humpal John J. , Meyer-Oertel Henry G.
Published: November 2018

There is a general impression of extreme volatility in the advertising agency business … but how accurate is this impression?

This is a report on account-switching and personnel changes in agencies during a I-year period.
The Danger of “Local” International Advertising
Authors: Fatt Arthur C.
Published: November 2018

Marketers cannot ignore nationalistic tendencies and other hidden hazards in international advertising.

But universal advertising appeals, communicated in the local idiom, can be more effective than is generally realized, argues a top advertising executive.
Communications and Industrial Selling
Authors: Levitt Theodore
Published: November 2018

This article reports on research that investigated the relative importance of company reputation, salesman effort, and sales-message quality in industrial selling. It distinguishes between the relative importance of “high risk” and “low risk” purchasing situations, between “high-competence” (well-informed) and “low-competence” purchasers, and between the immediate effects of a sales presentation and the abiding effects. And it evaluates differences in sales effectiveness between the “quality” of a salesman's presentation, his familiarity with the product, and how honest his prospects think he is.
Measuring Language Difficulty in Advertising Copy
Authors: Abruzzini Pompeo
Published: November 2018

How well an advertisement is understood by its readers, viewers, or listeners is a very important measure of its efficacy.

In this article the author presents a number of methods for measuring difficulty of language, and thus comprehensibility, of advertising. He shows how “desk-research” and “field-research” findings are applicable to all forms of written and verbal communication, including advertising.
The Real Challenge of Food Discounters
Authors: Minichiello Robert J.
Published: November 2018

How do discount food stores compare with conventional supermarkets? Can they underprice and still operate profitably? Are they able to reduce operating expenses? Is the food discounter a threat to the conventional supermarket?

This article provides some insights into these questions based upon the practices of three noncompeting companies engaged in both conventional supermarket and discount food operations.

The author also reports the actual operating figures of comparable discount and conventional outlets.
Acquisitions: Another Viewpoint
Authors: Stern Louis W.
Published: November 2018

This article explores and describes two separate aspects of acquisition and merger activity: (1) the attributes of those firms considered for acquisition by major manufacturers, and (2) the changes in operations of acquired firms instituted by acquiring firms. Although the data are restricted to activities among grocery manufacturers, these manufacturers represent some of the most sagacious competitors in the entire consumer goods area. The data were gathered while the author was a staff member of the National Commission on Food Marketing.
The “Census” of Business: Some Contrary Evidence
Authors: Cox William E.
Published: November 2018

Have you ever questioned the accuracy of the U.S. Census of Business? How precise are the tabulations of the number of retail establishments in a given area at a particular time?

This article compares Census data with independent sources of data, discusses the discrepancies, and offers suggestions for improving the Census of Business.
A Fresh Look at Franchising
Authors: Rothenberg Aaron M.
Published: November 2018

This is a timely discussion of the history, current trends, and future of franchising in one short article.
Is Advertising Wasteful?
Authors: Backman Jules
Published: November 2018

Does advertising represent a dissipation of economic resources or their efficient use? Economists generally have been lined up on one side of this question and marketing men on the other. In this article, an economist disagrees with his colleagues. The main criticisms are reviewed and analyzed. The informational role of advertising is emphasized. The fact that advertising is used generally when it is the most efficient tool in the marketing arsenal is underlined. The quantitative dimensions of so-called competitive or persuasive advertising are indicated. The relationships to competition, costs, economic growth, and the degree of affluence of a society are reviewed.
Do the Poor Pay More?
Authors: Goodman Charles S.
Published: November 2018

Are low-income families victims of high prices in small neighborhood stores? This article goes beyond asking what prices small stores charge and examines the purchasing patterns of low-income families. What kind of stores do they patronize? Why? Do they use the convenience stores in the low-income areas? Do many buy food on credit? How well do they perceive price differences among stores? These are some of the questions answered through a survey in a Philadelphia redevelopment area.
Why Studying the Purchasing Agent is Not Enough
Authors: Weigand Robert E.
Published: November 2018

The industrial buying function is substantially more complex than it initially appears. It involves many people at all levels in a firm, often with vastly different views; it often is a protracted activity lasting many months; and it may even be influenced by factors that are largely unrelated to the quality and price of the product being sold. Hence, studies that tell about the activities of a purchasing agent or buyer tell only a small part of the story. The most useful information to marketing management comes from studies that focus on functions rather than individuals.
The R&D: Marketing Interface—A General Analogue Model for Technology Diffusion
Authors: Berenson Conrad
Published: November 2018

There is a body of literature dealing with the problem of moving R&D results out of the laboratory and into the marketplace. However, a conceptual framework placing the various factors in this flow into a unified model to explain the diffusion process has not previously been presented.

In this article a model is developed which shows that there are many parallels between the transfer of R&D results from the laboratory to the marketplace, and mass transfer between liquid systems.
The Political Role of Trade Associations in Distributive Conflict Resolution
Authors: Assael Henry
Published: November 2018

Differing economic objectives among members of a channel of distribution often result in conflict in the system. This article reports on the role of retail and wholesale trade associations in resolving such conflicts. It is based on a comprehensive study of postwar distributive conflict and distinguishes between political resolution and internal or self-resolution of conflicts among channel members. Economic and environmental factors encouraging distributive trade associations to rely on political rather than self-resolution are considered. Maior legislative and internal initiatives to resolve conflict are cited.
An Operational Approach to Product Pricing
Authors: Darden Bill R.
Published: November 2018

This article presents a new approach to product pricing which provides a formal vehicle to harness the judgment, experience, and intuition of businessmen. It provides an operational approach for quantifying the hypotheses of market pricers. Thus, this approach does not require the average product pricer to be a combination statistician, economist, and quantitative methods expert.
Market Risk—An Analytical Framework
Authors: Greene Mark R.
Published: November 2018

Because of the reluctance of marketing men to publicize failures, there has been a tendency for managers to avoid the analysis of the possible effects of wrong decisions in the marketing process. Yet these wrong decisions can easily cause failure of the entire enterprise. This article sets forth a positive way to deal with the negative aspects of marketing decision making. The author presents a framework for the analysis of market risk in such a way that the reader can appreciate the dual nature of marketing decisions, the risk element as well as the profit element. In this way the possible effects of both good and bad decisions can be seen clearly before the initial action is taken.
The Aged Segment of the Market 1950 and 1960
Authors: Goldstein Sidney
Published: November 2018

The number of aged spending units in the United States has increased dramatically. What impact has this had on the contribution of the aged to aggregate expenditures and to the outlays for specific goods and services? The answers to these questions, derived from analysis of the 1950 and 1960–61 Bureau of Labor Statistics Consumer Surveys, has special relevance for consumer market analysis.
A Product Life Cycle for International Trade?
Authors: Wells Louis T.
Published: November 2018

Many products follow a predictable pattern in international trade. Understanding the international product life cycle may lead to improved policies resulting in increased exports and a reduction in the effectiveness of import competition.
How Predictable Are Fashion and Other Product Life Cycles?
Authors: Wasson Chester R.
Published: November 2018

Are fads and fashions proof of a capricious consumer? Are they evidences that sellers can and do manipulate the market? According to this article, the cyclical nature of fashion rests on a firm foundation of individual and social psychology. The author outlines a model of fashion acceptance and oscillation which he believes can lead to a better understanding of both fads and fashions as well as market acceptance of new products.
Marketing Processes in Developing Latin American Societies
Authors: Slater Charles C.
Published: November 2018

Past economic development efforts have overemphasized production problems and neglected marketing problems. The thesis of this article is that marketing “barriers” exist which impede economic growth in developing Latin American societies. The author describes a systems approach for inducing national market development and facilitating economic progress through selective reforms.
Are Domestic and International Marketing Dissimilar?
Authors: Bartels Robert
Published: November 2018

Marketing technology has universal validity and potential universal applicability. To date, however, both practitioners and academicians have emphasized the differences between marketing at home and abroad. The author believes that emphasis on the inherent similarities rather than differences will enable a better understanding of the nature of foreign marketing by U.S. firms. To the extent that these similarities are perceived, they will make possible the formulation of more integrated marketing theory, business structure, and academic offerings.
The Product Warranty as an Element of Competitive Strategy
Authors: Udell Jon G. , Anderson Evan E.
Published: November 2018

When demand and cost conditions favor its use, a promotional warranty may be profitable for both a company and its customers. Because a promotional warranty is more liberal than a protective one, buyers may benefit psychologically and financially by the reduction of uncertainty and risk involved in the purchase decision. For the company, the promotional warranty may be a vital element in its marketing strategy.

In this article, the authors propose and test five management decision rules for determining the effectiveness of promotional warranty policies.
Marketing Functions and Marketing Systems: A Synthesis
Authors: Lewis Richard J. , Erickson Leo G.
Published: November 2018

The functional and systems approaches to the study of marketing offer two alternative means of understanding the discipline. Do these approaches contradict or complement each other, or do they have no relationship at all?

This article provides (1) a fresh look at the functional approach, (2) a review of a general systems approach, and (3) a framework to show their relationship and synthesize the two views of marketing.
The Chaos of Competition Indicated by Consumer Reports
Authors: Morris Ruby Turner , Bronson Claire Sekulski
Published: November 2018

Is quality associated with price? Do products maintain the same degree of association between price and quality over time? Do particular brands of products maintain their quality-price position relative to competition? When a brand shifts its qualitative rank, does its price position also change? These are some of the questions the authors attempt to answer through analysis of reports published by Consumers Union.
Just how Credible are your Market Estimates?
Authors: Brown Rex V.
Published: November 2018

Executives are frequently misled by conventional measures of research accuracy usually in the direction of overconfidence. The author proposes a research appraisal tool which can be used without technical expertise to plan research or to assess the probable value of the variable of most interest to an executive.
A Research Note on Major Retail Center Patronage
Authors: Moore Charles Thomas , Mason Joseph Barry
Published: November 2018

Relationships between social class perceptions and major retail center patronage decisions are analyzed in this article. The analysis is a departure from traditional trading area delineation studies which rely primarily on the income variable and consumer cost considerations.
Viewer Miscomprehension of Televised Communication: Selected Findings
Authors: Jacoby Jacob , Hoyer Wayne D.
Published: November 2018

The major findings of a large scale AAAA study into the miscomprehension of televised communication are summarized. Implications for advertising research and public policy are discussed.
Situational Effects on the Consumption of Time
Authors: Hornik Jacob
Published: November 2018

The influences of several personal, preference and situational variables, along with their interaction terms, on time behavior were examined using a self-reported time diary. Findings show: (a) that some of the interaction variables accounted for statistically significant and important proportions of the total variance in reported time behavior; (b) that these proportions are relatively higher in leisure type activities; and (c) the impact of situational events increases when moving from obligatory to discretionary activities. Overall, results indicate that ultimately it is the environment that accounts for much of consumers' time behavior.
An Empirical Evaluation of Aggregation Approaches for Developing Market Segments
Authors: Elrod Terry , Winer Russell S.
Published: November 2018

In this paper criteria for aggregating customers into market segments are empirically tested. Analyses of individual customer response to relative price of a brand show that the relative price maximizing brand profits from each customer performed substantially better in terms of overall brand profits than other criteria such as elasticities and response function coefficients. When customer descriptor variables are linked to the aggregation criteria to account for imperfect segment reachability, a re-examination of brand profitability shows a decrease in overall profit levels but that aggregation criteria remain superior to creating segments based on purchase quantity.
Labor Productivity in Retailing
Authors: Ingene Charles A.
Published: November 2018

This paper is the first stage of an analysis of the determinants of productivity and productivity change throughout the channel of distribution. The model is related to the extant literature on productivity in distribution and to recent productivity trends in the American economy.
Formulating Retail Location Strategy in a Changing Environment
Authors: Ghosh Avijit , Craig C. Samuel
Published: November 2018

To design successful strategies retailers must take into account not only the marketing environment confronting them today but also anticipate possible competitive and demographic changes. This article presents a procedure to help retailers formulate a strategic location plan in a dynamic environment. The procedure involves a model for assessing site desirability, a criterion for selecting among alternative sites, and a heuristic to facilitate the computational procedure. A key element is the use of competitive equilibrium concepts to provide desirable strategies under a variety of future scenarios.
Marketing Theory of the Firm
Authors: Howard John A.
Published: November 2018

Marketing management is provided with a fundamental logic to guide strategic and operational planning. One descriptive element is a model of the customer. Other descriptive elements feed upon this customer model for informational input in a dynamic process over the life cycle. The five key functions of each company adapt to these changes and to each other in a series of management process innovations. The financial criteria of maximizing shareholder wealth and maximizing viewed as an ideal are the prescriptive elements.
The Market for Generic Brand Grocery Products: A Review and Extension
Authors: McEnally Martha R. , Hawes Jon M.
Published: November 2018

This article reviews the demographic and psychographic characteristics of the market for generic brand grocery products. The results of an examination of panel data relating to the purchase behavior for generics are also presented. The implications of the research for marketing practice are discussed.
Selected Effects of Salesperson Sex and Attractiveness in Direct Mail Advertisements
Authors: Caballero Marjorie J. , Pride William M.
Published: November 2018

This study assesses whether sex and attractiveness of a sales representative used in a direct mail advertisement or the sex of the receiver of that advertisement influences the receiver's decision to purchase the advertised product. The results indicate that receivers of a control treatment (no photograph in the advertisement) and of the treatment featuring a highly attractive female purchased the advertised product more often than did receivers of any one of the other treatments. No significant differences were found in any of the other sex/attractiveness level combinations. The implications of these findings and suggestions for further research are discussed.
A Customer-oriented Approach for Determining Market Structures
Authors: Srivastava Rajendra K. , Alpert Mark I. , Shocker Allan D.
Published: November 2018

A framework for market analysis based on customer perceptions of substitutability-in-use is presented. An empirical application in the financial/banking services market is used to illustrate that when product preferences are dependent on the use/consumption context (especially relevant when products have multiple uses), situational variables can help predictive ability, and hierarchical clusters (requiring exclusive group membership) may be misleading. Additionally, it is shown that interactions among situation, product, and person factors may be more managerially meaningful than the main effects.
The Industrial/Consumer Marketing Dichotomy: A Case of Insufficient Justification
Authors: Fern Edward F. , Brown James R.
Published: November 2018

Academicians have traditionally acknowledged that industrial and consumer marketing are different. A fundamental question raised in this paper is whether the importance of these differences is sufficient to justify this commonly accepted dichotomy. Moreover, the similarities between industrial and consumer marketing are viewed as more useful in developing marketing knowledge.
The Theory of Power and Conflict in Channels of Distribution
Authors: Gaski John F.
Published: November 2018

This review article develops an integrated overview of the present status of the theory of power and conflict in marketing channels. It includes a presentation of the conceptual foundation provided by behavioral science and a report on empirical contributions of the marketing literature. Since there appear to be many problems with the empirical work done in the area, both methodological and conceptual, the article also presents some proposals for clarification and theoretical development.
The Vicious Circle of Consumer Complaints
Authors: Fornell Claes , Westbrook Robert A.
Published: November 2018

Little is known about how organizations respond to consumer complaints. This paper suggests a process whereby increasing consumer complaint proportions leads to organizational suppression of the unit receiving the complaints, which subsequently contributes to a further increase in complaints due to inaction by marketing management. This vicious circle is tested in two independent studies which provide support for its existence.
Timing of Market Research in New Industrial Product Situations
Authors: More Roger A.
Published: November 2018

During the management of the new product development process, when should market research effort be focused? In this study the timing of market research resource expenditures (man-hours) in 112 new industrial product situations is measured, and significant differences in timing, related to seven important situational characteristics, were found.
A Boundary Theory Investigation of the Product Manager's Role
Authors: Lysonski Steven
Published: November 2018

Boundary spanning theory and role theory are used to examine the product manager's role in consumer industries. A research model depicting associations between environmental uncertainty, boundary spanning, role conflict and ambiguity, job satisfaction, tension and performance, and moderating variables is developed and tested with bivariate correlations, path analysis, and ANOVA. Implications of the results are given.
Identification of Export Opportunities: A Shift-share Approach
Authors: Green Robert T. , Allaway Arthur W.
Published: November 2018

The search for new export markets is a high priority for firms in the 1980s. This article considers a technique that could be useful in screening markets and products for possible export opportunities. The technique is called shift-share analysis and has been heretofore employed primarily in regional analysis studies. We demonstrate the manner in which shift-share analysis can aid in the generation of product/market sets having high export potential.
Risk Handling Strategies in Industrial Vendor Selection Decisions
Authors: Puto Christopher P. , Patton Wesley E. , King Ronald H.
Published: November 2018

This article approaches the industrial buyer's vendor selection decision process as one of problem solving in the face of probabilistic outcomes, i.e., risk. The findings of the national experiment reported here suggest that methods of handling risk in vendor selection decisions are mediated by loyalty to current vendors and by the way the industrial buyer perceives or frames the decision problem.
The Generalizability of Psychographic Market Segments across Geographic Locations
Authors: Lesser Jack A. , Hughes Marie Adele
Published: November 2018

Psychographic segmentation solutions developed for 17 different cities were compared. The findings indicate that psychographic segments which are developed for markets in one geographic location are generalizable to markets in other geographic locations.
Characteristics of Radio Commercials and Their Recall Effectiveness
Authors: Sewall Murphy A. , Sarel Dan
Published: November 2018

Although copy testing of advertisements is common, the accumulated results of such tests are rarely used to assess the relative importance of different presentation characteristics. An analysis of 832 radio commercials covering 31 product categories is presented as an example of how cumulative data may be used to develop insights that can be used to improve the effectiveness of advertising.
Buyers' and Sellers' Explanations for Product Failure: Who Done It?
Authors: Folkes Valerie S. , Kotsos Barbara
Published: November 2018

Buyers and sellers read descriptions of a product failure and were asked to explain why it occurred. When sellers explained failures of products they themselves offered, they tended to find fault with the product itself less often than did consumers. Discrepancies in buyer-seller attributions were related to estimates of how commonly the product fails, suggesting that consensus information may be one source of buyer-seller differences.
Strategic Brand Concept-Image Management
Authors: Park C. Whan , Jaworski Bernard J. , MacInnis Deborah J.
Published: November 2018

Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.
Beyond the Many Faces of Price: An Integration of Pricing Strategies
Authors: Tellis Gerard J.
Published: November 2018

The author reviews the field of pricing strategy and constructs a unifying taxonomy of the many strategies described in the literature. The taxonomy is based on the simple proposition that all the strategies have a common denominator—shared economies among buyer segments, across firms, or among products. The author presents the strategies in comparable terms, emphasizing the principles underlying each and demonstrating the relationship among strategies, the circumstances in which each can be used, and the legal and policy implications of each.
Effects of a Television and Radio Advertising Ban: A Study of the Cigarette Industry
Authors: Holak Susan L. , Reddy Srinivas K.
Published: November 2018

By using the cigarette industry's ad ban of 1970 as a “natural” experiment, the authors explore managerially related effects of such an advertising “shock” through price and advertising elasticities as well as brand purchase inertia. Results indicate substantial differences in the elasticity and inertia values between pre- and post-ban periods. In an environment with reduced advertising options, product demand is more price sensitive. Demand also becomes more inelastic with respect to advertising fluctuations if television and radio can no longer be used as media vehicles. Brand purchase inertia is significantly higher after the ban as consumers cease to learn of and experiment with new brands. The study has important implications for brand management in a regulatory setting and addresses the possibility of an advertising ban's potential to act as a barrier to entry.
Tracing Emergent Processes in Marketing Strategy Formation
Authors: Hutt Michael D. , Reingen Peter H. , Ronchetto John R.
Published: November 2018

Though a process perspective has been adopted in emerging conceptualizations of strategic marketing, little attention has been given to process issues in marketing strategy research. Using an exploratory case research approach in conjunction with network analysis, the authors trace emergent processes in marketing strategy formation and identify key organizational players. The concept of autonomous strategic behavior is explored and linked to strategic marketing processes in the firm. Key managerial and research implications are highlighted.
The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels
Authors: Heide Jan B. , John George
Published: November 2018

The authors develop a theoretical extension to the basic transaction cost model by combining insights from dependence theory with the TCA approach. They introduce offsetting investments as a means of safeguarding the specific assets of small firms in conventional channels. The traditional TCA safeguards are insufficient here, because vertical integration is not feasible for the small firm at risk and long-term contractual protection is not present in conventional channels. Data from 199 manufacturers' agencies support the theoretical predictions. Agencies with more specific assets invested in their relationship with a principal attempted to bond themselves more closely to their accounts to safeguard those assets. Such bonding efforts resulted in a lower level of dependence on the principal because the agencies were better able to replace the principal if necessary. Also, their financial performance was improved when dependence was reduced, provided levels of specific investments were relatively high.
Tampered Goods: Legal Developments and Marketing Guidelines
Authors: Morgan Fred W.
Published: November 2018

Consumers face the prospect of using goods that may have been altered by malicious persons. The author reviews the legal implications of packaging decisions that lead to tamperings. To minimize the likelihood that tampered goods will harm consumers, guidelines are offered (1) to help marketers make improved packaging and channel decisions and (2) to modify the legal environment of marketing.
Managing What Consumers Learn from Experience
Authors: Hoch Stephen J. , Deighton John
Published: November 2018

The authors argue that what consumers learn from the experience of using products is not a simple matter of discovering objective truth. They frame the problem of learning from experience as a four-stage process (hypothesizing—exposure—encoding—integration) with three moderating factors (familiarity with the domain, motivation to learn, and the ambiguity of the information environment). The framework is used to identify where learning from product consumption experience is most open to managerial influence. The authors discuss strategic tools for managing experiential learning and consider applications to the simulation of learning in concept and pre-test-market product testing.
Effects of Supervisory Behavior: The Role of Individual Differences among Salespeople
Authors: Kohli Ajay K.
Published: November 2018

The author investigates the effects of supervisory initiation of structure and consideration on salespeople who differ in their specific self-esteem, need for clarity, sales experience, and self-perceived performance. The study findings indicate that specific self-esteem, experience, and self-perceived performance moderate the effects of supervisory behaviors on salespeople. These findings suggest that sales managers should engage in “adaptive supervision” in working with salespeople.
Patent Infringement of Innovations by Foreign Competitors: The Role of the U.S. International Trade Commission
Authors: Thomas Robert J.
Published: November 2018

Patent infringement by foreign firms in U.S. markets challenges the effectiveness of legal patents as barriers to entry for firms developing marketing strategy for innovations. The United States International Trade Commission, an independent regulatory agency with broad powers to investigate patent infringement and other international marketing issues, offers a possible remedy for this problem. Data from 195 patent infringement cases completed since 1974 are the basis for discussing issues related to the ITC's role as regulator over a 14-year period.
Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Response, Research Criteria, and Guidelines
Authors: Balasubramanian Siva K. , Kumar V.
Published: November 2018

Ailawadi, Farris, and Parry (1997) claim that their analyses have invalidated the Balasubramanian and Kumar (1990) model. The authors show reasons why their claim is incorrect and highlight key criteria and guidelines that can help further research.
The Integration of Marketing Problem-Solving Modes and Marketing Management Support Systems
Authors: Wierenga Berend , van Bruggen Gerrit H.
Published: November 2018

To be effective, decision aids for marketing managers should match with the thinking and reasoning processes of the marketing decision makers who use them. The authors take a cognitive approach to problem solving in marketing. They develop a classification of “marketing problem-solving modes” and distinguish four modes: optimizing, reasoning, analogizing, and creating. They also present a typology of what they call “marketing management support systems.” In an integrating framework, they then link the four marketing problem-solving modes with the most appropriate marketing management support systems. The authors conclude with a discussion of the implications of this “demand-side” approach to marketing management support systems.
Advertising's Internal Audience
Authors: Gilly Mary C. , Wolfinbarger Mary
Published: November 2018

Marketing decision makers often do not consider an important internal or “second audience” for their advertisements: employees. Yet employees do notice their employer's advertisements, evaluate them, and are affected by them. The authors report on a qualitative study of the effects of advertising on employees. Data collected from employees and advertising decision makers in four companies reveal that employees evaluate their organizations’ advertisements on the dimensions of accuracy, value congruence, and effectiveness. Furthermore, this research suggests specific ways in which employee values and views of advertising differ from those of advertising decision makers. The authors offer a conceptual model of employee evaluation of advertising and explore managerial implications of the gaps found between employees and decision makers.
Movement Modifications Related to Psychological Pressure in a Table Tennis Forehand Task
Authors: Sekiya Hiroshi , Tanaka Yoshifumi
Published: November 2018

Although many studies on choking under pressure used closed skills, such as golf putting, we examined the influence of pressure on movement during a dynamic skill by studying participants’ kinematic and kinetic changes during a table tennis forehand task under pressure. Thirty novice table tennis players hit forehand shots toward a target for 135 practice trials and then performed 10 no-pressure and 10 pressure trials. We added psychological pressure by instructing participants they could earn monetary rewards for successful performance and by cancelling accumulated scores for a poor performance. We measured racket head and ball movements as kinematic variables and grip force as a kinetic variable. We also measured state anxiety and heart rate as checks on our manipulation of psychological pressure. In the pressure condition, both state anxiety and heart rate increased significantly ( p < .025), though the pressure level was relatively small. Analysis of kinematic measures revealed that back swing and forward swing were reduced in length; speed of forward swing and ball speed decreased significantly ( p < .008) under pressure. Also, under pressure, ball and racket contact point shifted forward significantly ( p < .008) to reduce the distance between impact and target locations, and performance declined as the ball-landing locations shifted leftward ( p < .007). Grip force showed no significant change. We conclude that, under pressure, movement was modified toward reduced displacement and lower speed in an apparent risk-aversive hitting strategy; these modifications resulted in a performance decrement.