bluuebunny/crossref_metadata_2025 huggingface dataset:
Self-Service in Retailing
Authors: Regan William J.
Published: November 2018

Most selling innovations by retailers have been to add customer services and conveniences, thereby increasing the cost of retail service. Running contrary to this trend has been the development of self-service which transfers to customers greater responsibility for buying and thereby lowers the store cost of retail service.

This article throws some light on why consumer behavior has responded so favorably to the self-service concept.
The Outlook for Capital Spending in the 1960s
Authors: Cullen Andrew J.
Published: November 2018

Capital goods spending is a vital element in the structure and movement of the nation s economy.

The following article reviews the development of a new and impressively accurate study in this vital field. In addition, the outlook for capital spending in the 1960s is reviewed.
Trends in State Margarine Legislation
Authors: Ferber Robert , Ladd George W.
Published: November 2018

Between the late 1920s and the 1950s U. S. butter consumption declined by one-third, while margarine consumption quadrupled. One suggested cause is the repeal of various state laws which restricted the distribution of margarine.

The author of this article shows how the validity of this argument can be tested. He adjusted national average time-series data to determine the effects of state laws, and shows how the repeal of laws prohibiting the sale of colored margarine has resulted in higher margarine consumption and lower butter consumption.
Simple Surveys for Legal Evidence
Authors: Payne Stanley L.
Published: November 2018

It is not always necessary to use all the accessories of “scientific” research methods in preparing survey evidence for presentation in court.

Some relatively low-cost surveys or “tests” have been contrived so simply that they avoid the legal introduction problems encountered by more complicated techniques, and they may make more sense to judge and jury. Here is a description of how they work.
The Retail Hardware Decline
Authors: Vincent Clarence E.
Published: November 2018

Until recently the hardware store held a place of prominence among retail institutions, but it is gradually losing that important position. What has caused the retail hardware trade to experience this decline? What, if anything, can hardware retailers do to rectify this situation?

The author examines statistical evidence to ascertain the need for some changes, and gives concrete suggestions as to what directions these changes might lead.
New Reasoning in Choosing a Warehouse Location
Authors: Whiteman Irvin R.
Published: November 2018

Should a company in need of additional warehouse space expand in already crowded quarters or pack up and move to more copious surroundings? Optimum solution of such a problem involves candid appraisal of the present and wise prediction of future needs.

That such a decision cannot be made by hunch or crystal ball is apparent. But how should it be made? In this article, the author shows how a Los Angeles distributor assigned values to various warehouse location considerations to work out the expansion problem.
How Important is Pricing in Competitive Strategy?
Authors: Udell Jon G.
Published: November 2018

Most economic theory relating to business behavior emphasizes pricing. Also, the economist traditionally attempts to explain marketing strategy in terms of monopolistic and competitive market structures. This approach is challenged by the author of this article.

According to his research, the product and the customer are the determining factors in a company's marketing strategy.
Marketing the Transit System
Authors: Farmer Richard N.
Published: November 2018

Passenger transit companies in many cities are now municipally owned, and the trend to municipal ownership has accelerated in the past decade. As a result, city governments are faced with serious marketing problems for the transportation services they are selling. City-owned transit systems have inherited the marketing problems of the earlier private companies.

Here is a discussion of how these problems evolved, and the implications for the cities and citizens involved.
The Case for Redefining Services
Authors: Judd Robert C.
Published: November 2018

Services are a large part of total marketing transactions each year, yet have had little attention in marketing literature. A remedy for this condition is proposed in the form of a redefinition of services and division of all service activities into a threefold grid: Rented Goods Services, Owned Goods Services, and Non-Goods Services.
Product Characteristics and Marketing Strategy
Authors: Miracle Gordon E.
Published: November 2018

There is real need for increasingly rigorous generalizations and analytical models of the behavior of the elements in any given marketing system.

The model presented here provides a means of predicting, or justifying, a marketing mix for a product with given characteristics.
Marketing in the Industrialization of Underdeveloped Countries
Authors: Sherbini A. A.
Published: November 2018

Industrialization has lured many underdeveloped countries as the fastest and surest method of economic development. But marketing problems are causing unexpected difficulties in many of these countries—difficulties that were not anticipated because production has been seen as almost the only problem.

This article demonstrates the pivotal role of marketing.
Is the Cost Defense Workable?
Authors: Lynn Robert A.
Published: November 2018

The cost defense under the Robinson-Patman Act once seemed to be a fairly routine process. Since 1962, however, serious problems have been posed by the Supreme Court and the Federal Trade Commission.

This article examines the cost defense in the light of these decisions.
Marketing Technology, Tasks, and Relationships
Authors: Bartels Robert
Published: November 2018

What is the place of traditional marketing analysis in recent managerial, social, and quantitative interpretations of marketing?

Here is a framework for the integration of marketing thought in the concept of marketing as a social process.
The Wide C-Post and the Fashion Process
Authors: Reynolds William H.
Published: November 2018

Fashions are self-fulfilling prophecies, and arise through a process of agreement among fashion-makers responding to common situational cues. Consumer behavior is only one of these cues.

This view of the fashion process is illustrated by the wide C-post, which has become a dominant fashion in automobile styling during the past ten years.
The Marketing Dilemma of Negroes
Authors: Bauer Raymond A. , Cunningham Scott M. , Wortzel Lawrence H.
Published: November 2018

The behavior of Negroes in the marketplace is shown to be integrally related to attempts to find full status in American Society.

According to the authors, the Negro market divides “spontaneously” into two segments on the extent to which individual Negroes make the efforts to achieve this full status.
Have Manufacturing Firms Adopted the Marketing Concept?
Authors: Hise Richard T.
Published: November 2018

Here are specific answers to the following questions: • Have American manufacturing firms really adopted the marketing concept? • Which basic philosophies of marketing are being stressed? • Which are being disregarded?
Modern Methods for Local Delivery Route Design
Authors: Maffei Richard B.
Published: November 2018

Improving the design of routes and thereby reducing delivery costs is a major marketing problem.

Here is a practical case study in which hundreds of trucks and thousands of customers were involved, and with interesting results.
A Marketing Model for Short-term Prediction of Consumer Sales
Authors: Barton Samuel G.
Published: November 2018

This article is a nontechnical description of a generalized marketing model from the point of view of the manufacturer of nondurable goods, one who does not fully control his own distribution system.

The model seeks to identify the main marketing variables affecting the sales of such products. These are arranged in a structure which offers a useful conceptual approach for marketing management, and a starting framework for a specific information-system design.

Mr. Barton believes that it is technically feasible to collect input statistics with sufficient accuracy as to improve the marketing activities of many medium-size to large-size companies.
Can Industrial Product Publicity be Measured?
Authors: Domin William M. , Freymuller Jack
Published: November 2018

There is no letup in attempts to measure the effectiveness of advertising. But what about attempts to measure the effects of industrial product publicity?

The authors of this article assess this important question, and describe an approach to publicity measurement which offers quantitative data for comparison purposes.
The Impact of Retail Coupons
Authors: Nielsen A. C.
Published: November 2018

Retail coupons, those small cards or slips of paper that offer the supermarket shopper a few cents off on this product or that, have come of age.

They are no longer a nickel-and-dime business. Billions of them are distributed each year by grocery-product manufacturers. Millions of dollars’ worth are redeemed, too, sometimes with tremendous impact on a manufacturer's marketing program.

Here are some interesting data about coupons and what makes them so attractive to the contemporary, value-conscious shopper.
Applying an Advertising-Sales Relationship Model to Product Fields
Authors: Kudisch Leonard
Published: November 2018

The amount spent on advertising a brand, its “momentum” in the product field, and the effectiveness of its advertising are three important factors that can now be measured. Can their relative influence on sales-share change be measured?

The President of Schwerin Research reports how this has been done in a broad mathematical model. He believes that the knowledge thus gained will have increasing importance in making realistic decisions in specific brand situations.
Marketing Intelligence for Top Management
Authors: Kelley William T.
Published: November 2018

A number of large companies already have marketing intelligence departments, and others are planning to activate them.

What lies behind this recent development in marketing management? What is meant by “marketing intelligence”? How does a company organize for it, and what benefits may be derived from it?

Here is the rationale behind this new staff function of business.
Behavioral Models for Analyzing Buyers
Authors: Kotler Philip
Published: November 2018

What happens in the buyer's mind between the acts of receiving impressions about products and making his purchasing decisions? Several theories exist, but there is no generally accepted comprehensive theory.

Here the author contrasts buyer behavioral models based on five major theories, and shows how each has unique marketing applications.
Marketing's Role in the Change to the Metric System
Authors: Archer Frank W.
Published: November 2018

Practically all the nations of the world use the metric system of weights and measures. Yet the United States continues to offer goods, produced according to nonmetric standards, in the world markets in competition with metric products from other countries.

The marketing aspects of the metric problem are now more important than ever: efforts to increase export trade; Britain's decision to move to the metric system; and widespread utilization of electronic data processing equipment, which uses the decimal system in calculations.
Does Advertising Belong in the Capital Budget?
Authors: Dean Joel
Published: November 2018

Whether advertising is an investment and so should be treated like other parts of the capital budget is a question of moment to marketing managers. Viewing promotion as an investment could bring dramatic changes in decision-making, market-testing, measurements of effectiveness, and value judgments that are required in determining how much to spend on promotion.

The economic case for an investment approach to the advertising budget is the theme of this article by a distinguished economist.
A New Approach to Test Marketing
Authors: Hardin David K.
Published: November 2018

Today's test markets are a surprisingly obsolete management tool, says the author of this article. Their ability to predict ultimate success is proving to be both limited and questionable.

Yet the limitations of traditional test marketing conflict with the growing need for greater predictive precision than ever before. This article indicates what the future may be for test markets.
Guidelines for a Store-location Strategy Study
Authors: Applebaum William
Published: November 2018

The large investments in modern store facilities and the long lease commitments make it necessary for retailing firms and for shopping-center developers to employ store-location research.

In this article the author presents 16 fundamental steps or guidelines, distilled from 35 years of experience, for planning and executing comprehensive store - location studies. These guidelines are of interest not only to marketing research specialists, but also to business administrators who must make store-location expansion decisions.
Prepurchase Behavior of Buyers of Small Electrical Appliances
Authors: Udell Jon G.
Published: November 2018

American consumers purchase over $400 billion of goods and services each year; and numerous investigations of their purchasing behavior have concentrated on patterns of store visitations.

This article emphasizes the role of other sources of information in the selection of small electrical appliances by Christmas shoppers.
A Quantitative Method for Structuring a Profitable Sales Force
Authors: Fogg C. Davis , Rokus Josef W.
Published: November 2018

Choosing the most effective and profitable sales force is the single most important task facing sales management. The authors describe a quantitative method for deciding between alternate selling methods, choosing the number of sales agents and the management structure required, and estimating the profit dollars that the optimum sales organization should generate.
Functional Spin-Off: A Key to Anticipating Change in Distribution Structure
Authors: Mallen Bruce
Published: November 2018

Building on the concepts of marketing functions and division of labor, this article develops an approach to aid channel designers in anticipating changes in distribution structure before such changes develop into obvious trends. The author suggests that an understanding of how and why producers spin off marketing functions will in turn lead to an understanding of change in all dimensions of channel structure.
Financial Dimensions of Marketing Management
Authors: Kirpalani V.H. , Shapiro Stanley S.
Published: November 2018

Although many different kinds of techniques can aid in the more effective allocation of marketing effort, renewed interest has recently been shown in the possible contribution of tools developed in the functional areas of accounting and finance. The nature, areas of application, and limitations of some of these profit-oriented aids to decision making and control are discussed in this article.
Profitability Analysis by Market Segments
Authors: Beik Leland L. , Buzby Stephen L.
Published: November 2018

The contribution approach to cost accounting serves to relate products, channels, and/or other marketing components to the profitability of market segments. Using the profit criterion, the marketing manager can plan and control his decisions for the component being analyzed and make collateral adjustments in other elements of the marketing mix.
Shelf Space Allocation and Profit Maximization in Mass Retailing
Authors: Curhan Ronald C.
Published: November 2018

Conceptual models and empirical studies of the relationship of shelf space allocation to unit sales are reviewed in this article. This knowledge is organized to support specific recommendations for the practical management of shelf space for profit maximization.
Reduce New Product Failures: Measure Needs as well as Purchase Interest
Authors: Tauber Edward M.
Published: November 2018

Present market research may deceive us to introduce products with limited potential because consumers may be favorably disposed to a new brand yet have no need for it. This paper presents an approach for measuring perceived needs and tells how this measure relates to the traditional purchase intention scale.
Lawlike Generalizations and Marketing Theory
Authors: Hunt Shelby D.
Published: November 2018

The author explores the fundamental characteristics of lawlike generalizations in marketing theory and proposes a procedure for transforming ordinary conversational generalizations into lawlike generalizations in marketing.
A Strategic Framework for Marketing Control
Authors: Hulbert James M. , Toy Norman E.
Published: November 2018

How to evaluate performance against plan, when the plan includes crucial factors like market size, market share, growth, etc.
Effective Sales Territory Development
Authors: Heschel Michael S.
Published: November 2018

For increased sales without added cost
The Role of Personal Values in Marketing and Consumer Behavior
Authors: Vinson Donald E. , Scott Jerome E. , Lamont Lawrence M.
Published: November 2018

Can Personal Values be used to assist marketers in determining consumer choice behavior?
Marketing Research and the New Product Failure Rate
Authors: Crawford C. Merle
Published: November 2018

Why has the rate of new product success not climbed as a result of the many advances in marketing research technology over the past 25 years?
The FTC Improvement Act
Authors: Udell Gerald G. , Fischer Philip J.
Published: November 2018

There is little doubt that Sections 202, 205 and 206 of the FTC Improvement Act 1 provide the FTC with vast new powers.
Your Overseas Distributor Action Plan
Authors: McIntyre David R.
Published: November 2018

A key to strategic marketing planning
Delegating Pricing Authority to the Sales Force: The Effects on Sales and Profit Performance
Authors: Stephenson P. Ronald , Cron William L. , Frazier Gary L.
Published: November 2018

A long-standing marketing question is whether sales personnel should be given authority to set prices. The marketing literature contains theoretical support for the practice. This article, however, presents research results that argue the opposite. Among a sample of 108 firms, those giving salespeople the highest degree of pricing authority generated the lowest sales and profit performance.
Social Marketing: Its Ethical Dimensions
Authors: Laczniak Gene R. , Lusch Robert F. , Murphy Patrick E.
Published: November 2018

Is the emergence of social marketing a Pandora's Box for the discipline of marketing? A survey of four disparate groups with special knowledge and interest in the issue reports on the possible ethical ramifications of social marketing.
Memory Factors in Consumer Choice: A Review
Authors: Bettman James R.
Published: November 2018

This paper reviews research and theory on human memory, emphasizing key findings and concepts of importance to marketing and consumer choice. Several implications for promotional decisions are discussed. It is hoped that this review will stimulate further research on, and applications of, memory principles in marketing.
Purchase Intentions and Purchase Behavior
Authors: Morrison Donald G.
Published: November 2018

This paper provides a framework for collecting, analyzing, and interpreting purchase intentions data.
Regulation and the Disadvantaged: The Case of the Creditors’ Remedies Rule
Authors: Andreasen Alan R. , Upah Gregory D.
Published: November 2018

This paper discusses the development of, and key issues surrounding, an FTC regulation designed specifically to help the disadvantaged. Suggestions are made for improving: the input from the disadvantaged and other concerned groups in developing such regulations; theories purporting to explain regulation; and priority-setting for future regulation.
Decision Support Systems for Marketing Managers
Authors: Little John D.C.
Published: November 2018

In the past 10 years, a new technology has emerged for assisting and improving marketing decision making. We define a marketing decision support system as a coordinated collection of data, models, analytic tools, and computing power by which an organization gathers information from the environment and turns it into a basis for action. Where such systems have taken root, they have grown and become increasingly productive for their organizations.
New Life-Style Determinants of Women's Food Shopping Behavior
Authors: Roberts Mary Lou , Wortzel Lawrence H.
Published: November 2018

Women's current high levels of participation in the labor force have focused attention on changing life-styles and consumption patterns. This study uses life-style variables as predictors of food shopping behavior. A set of intervening variables reflecting women's attitudes toward food preparation explains their food shopping behavior better than either a working/nonworking classification or general role orientations.
The Role of Laboratory Experiments to Test Marketing Strategies
Authors: Sawyer Alan G. , Worthing Parker M. , Sendak Paul E.
Published: November 2018

An experiment described in this article is used to illustrate how laboratory experimentation can be an efficient and managerially useful information source. Procedures to assess the validity of a laboratory experiment and considerations of the role of laboratory experimentation in a research system that employs both lab and field environments are discussed.
Trends in Sex Roles in Television Commercials
Authors: Schneider Kenneth C. , Schneider Sharon Barich
Published: November 2018

This study reports trends in role portrayals of male and female characters in television commercials between 1971 and 1976. Several comparisons are made between portrayals in TV commercials and roles in U.S. population. The authors conclude that marketers and society have begun to accept the changing role of women.
The Dimensions of Industrial New Product Success and Failure
Authors: Cooper R.G.
Published: November 2018

This article reports the results of Project NewProd, an extensive investigation into what separates successful from unsuccessful new industrial products. Multivariate methods are used to probe this success/failure question. The dimensions underlying success and failure are identified. The dominant role of product strategy and the need for a strong market orientation clearly are demonstrated.
Legal Developments in Marketing
Authors: Werner Ray O.
Published: November 2018

The topical outline of the developments in the legal environment in which marketing functions is presented below. Since only the most important cases as evaluated by the editorial staff are presented, the lack of important cases may lead to the absence of entries under one or more subtopics. For individual items covered, more detailed information may be obtained by reference to the source cited. Reference to CCH is to the Commerce Clearing House's Trade Regulation Reporter; reference to BNA is to the Bureau of National Affairs’ Antitrust & Trade Regulation Report. Contributions by members of the editorial staff are identified by the contributor's surname appearing in the headnote of each specific entry.
A Study of Marketing Generalizations
Authors: Leone Robert P. , Schultz Randall L.
Published: November 2018

This paper deals with what is known as opposed to what is thought about marketing. The distinction is not subtle. The knowledge of a field is defined in terms of scientific generalizations, whereas theory or thought is necessarily speculative. We argue that marketing generalizations logically precede marketing theories and that marketing generalizations are marketing knowledge.
The Impact of the Marketing Concept on New Product Planning
Authors: Lawton Leigh , Parasuraman A.
Published: November 2018

A survey of marketing literature reveals that little, if any, empirical research has been done to examine the impact of the adoption of the marketing concept on new product planning. The purpose of this paper is to describe a research study done to fill this void.
The FTC's Advertising Substantiation Program
Authors: Cohen Dorothy
Published: November 2018

The FTC's advertising substantiation program—a regulatory mechanism effecting many marketer's decision making—is examined. The program's genesis and current status are described, suggestions for managerial policies designed to meet the regulatory requirement offered, and questions relevant to an evaluation of the program from a public policy perspective raised.
A Managerial Approach to Macromarketing
Authors: Zif Jehiel
Published: November 2018

The managerial approach, commonly used in micromarketing, can be systematically applied to the growing area of marketing management with macrosocietal responsibilities. This paper proposes a dual concept for macromanagement based on a strategic balance between managerial control and cultivation of public support.
Price Setting and Volume Planning by Two European Industrial Companies: A Study and Comparison of Decision Processes
Authors: Farley John U. , Hulbert James M. , Weinstein David
Published: November 2018

Methodologies for analysis of industrial marketing decision systems are extended to allow systematic comparisons over decisions and over firms. Three such systems used by two firms to price and plan volumes for the French market are compared.
Feedback Approaches to Modeling Structural Shifts in Market Response
Authors: Mahajan Vijay , Bretschneider Stuart I. , Bradford John W.
Published: November 2018

In the presence of a dynamic marketing decision making environment, there is a need to develop market response models which can adjust automatically to changing data patterns. This paper demonstrates the use of feedback approaches to develop self-adaptive market response models.
A General Approach to Product Design Optimization via Conjoint Analysis
Authors: Green Paul E. , Carroll J. Douglas , Goldberg Stephen M.
Published: November 2018

This paper describes some of the features of POSSE (Product Optimization and Selected Segment Evaluation), a general procedure for optimizing product/service designs in marketing research. The approach uses input data based on conjoint analysis methods. The output of consumer choice simulators is modeled by means of response surface techniques and optimized by different sets of procedures, depending upon the nature of the objective function.
Market Structure Analysis: Hierarchical Clustering of Products Based on Substitution-In-Use
Authors: Srivastava Rajendra K. , Leone Robert P. , Shocker Allan D.
Published: November 2018

In this paper, product usage data, employing a substitution-in-use criterion, are analyzed and shown to yield managerially useful product-market structures for financial services. These structures are identified through a form of hierarchical clustering which is different from traditional clustering routines in that it focuses on the explained or accounted for variance in the categorization of objects, thereby reducing groupings due to chance covariation.
Trademarks, Patents, and Innovation in the Ethical Drug Industry
Authors: Statman Meir , Tyebjee Tyzoon T.
Published: November 2018

The expiration of a patent for an ethical drug has only a minor effect on its market dominance. Brand loyalty towards the trademark of the off-patent drug is a barrier to the development of competition. Remedies to induce price competition are discussed, and their potential impact on drug innovation is assessed.
Triangle Taste Tests: Are the Subjects who Respond Correctly Lucky or Good?
Authors: Morrison Donald G.
Published: November 2018

When a triangle taste test, i.e., “Which of these three stimuli is different from the other two?”, is given twice to each subject, a natural question to ask is: “Are the subjects who got both tests correct really better discriminators than the other subjects who got 0 or 1 correct?” Surprisingly enough, the answer to this question has nothing to do with the number of subjects who got both correct, i.e., the twos. Rather, it is the ratio of the ones to the zeroes that supplies the necessary information. This information on the subject's abilities to discriminate can be used to develop a weighted voting procedure for subsequent preference tests.
Coping with Staglation: Voluntary Simplicity
Authors: Shama Avraham
Published: November 2018

Stagflation, a significant economic, social, and political phenomenon since the Depression, is changing consumers and creating a voluntary simplifier consumer segment. This paper outlines the impact of stagflation and focuses on the simplifier segment and its implications for marketing.
Forecasting the Effectiveness of Work-Trip Gasoline Conservation Policies through Conjoint Analysis
Authors: Srinivasan V. , Flachsbart Peter G. , Dajani Jarir S. , Hartley Rolfe G.
Published: November 2018

Policies such as tax surcharges on gasoline and reductions in transit fare were examined for their potential effectiveness in conserving gasoline. Individual level preference functions to predict work-trip modal choice (auto, public transit, or car pool) were estimated through conjoint analysis using attributes such as travel cost and additional ride time. Respondents’ preferences for each travel mode were computed using the modified attribute values corresponding to each policy option. The preferences were then used to forecast potential shifts to transit or car pool and the resulting gasoline savings.
Does Culture Matter? A Cross-Cultural Study of Executives’ Choice, Decisiveness, and Risk Adjustment in International Marketing
Authors: Tse David K. , Lee Kam-hon , Vertinsky Ilan , Wehrung Donald A.
Published: November 2018

The authors investigate whether a manager's home culture significantly influences his or her international marketing decisions. They also examine whether the impact of home culture diminishes in an open economy with intense exposure to international markets, giving way to a process of “globalization.” Decision making in four simulated international marketing situations was studied with executives from the People's Republic of China, Hong Kong, and Canada. The findings confirm that home culture has predictable, significant effects on the decision making of the executives from the People's Republic of China and Canada. Chinese executives from Hong Kong were influenced by a combination of Western and Chinese cultural norms.
An Adaptive Utility Approach for Improved Use of Marketing Models
Authors: Fraser Cynthia , Hite Robert E.
Published: November 2018

A decision-making approach integrating information from managerial experience with that provided by marketing models is proposed. The approach suggests that managers should learn to value more those marketing control variable levels that have been linked to favorable changes in performance in order to make more effective and profitable decisions.
Consumer Evaluations of Brand Extensions
Authors: Aaker David A. , Keller Kevin Lane
Published: November 2018

Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category). In one study, reactions to 20 brand extension concepts involving six well-known brand names were examined. Attitude toward the extension was higher when (1) there was both a perception of “fit” between the two product classes along one of three dimensions and a perception of high quality for the original brand or (2) the extension was not regarded as too easy to make. A second study examined the effectiveness of different positioning strategies for extensions. The experimental findings show that potentially negative associations can be neutralized more effectively by elaborating on the attributes of the brand extension than by reminding consumers of the positive associations with the original brand.
A Model of Distributor Firm and Manufacturer Firm Working Partnerships
Authors: Anderson James C. , Narus James A.
Published: November 2018

A model of distributor firm and manufacturer firm working partnerships is presented and is assessed empirically on a sample of distributor firms and a sample of manufacturer firms. A multiple-informant research method is employed. Support is found for a number of the hypothesized construct relations and, in both manufacturer firm and distributor firm models, for the respecification of cooperation as an antecedent rather than a consequence of trust. Some implications for marketing practice are discussed briefly.
Judicial Standards for Survey Research: An Update and Guidelines
Authors: Morgan Fred W.
Published: November 2018

Courts have increasingly reviewed and accepted survey research during the past decade. As a result, implicit and explicit rules have evolved that reflect judicial perspectives of survey research methodology. The author illustrates these rules, thus providing guidelines for marketing managers, survey researchers, and attorneys who might eventually use survey data as evidence.
The Service Encounter: Diagnosing Favorable and Unfavorable Incidents
Authors: Bitner Mary Jo , Booms Bernard H. , Tetreault Mary Stanfield
Published: November 2018

The service encounter frequently is the service from the customer's point of view. Using the critical incident method, the authors collected 700 incidents from customers of airlines, hotels, and restaurants. The incidents were categorized to isolate the particular events and related behaviors of contact employees that cause customers to distinguish very satisfactory service encounters from very dissatisfactory ones. Key implications for managers and researchers are highlighted.
Personal Differences, Job Tension, Job Outcomes, and Store Performance: A Study of Retail Store Managers
Authors: Lusch Robert F. , Serpkenci Ray R.
Published: November 2018

The authors investigate the relationships between four personal difference variables and job outcomes of retail store managers. They also investigate the influence of job tension on managerial performance and of the manager's performance on the financial performance of the retail store. Empirical results indicate that achievement orientation and inner- and other-direction of retail store managers have important direct as well as moderating influences on key job processes and outcomes. Empirical results demonstrate the critical influence of managerial effectiveness on retail store performance.
Early Development of the Philosophy of Marketing Thought
Authors: Jones D. G. Brian , Monieson David D.
Published: November 2018

An extensive study of archival materials is used to examine the philosophic origins of marketing thought at two centers of early development, the University of Wisconsin and the Harvard Business School. Evidence suggests that the German Historical school of economics provided much of the philosophic foundation of the discipline.
Best Value, Price-Seeking, and Price Aversion: The Impact of Information and Learning on Consumer Choices
Authors: Tellis Gerard J. , Gaeth Gary J.
Published: November 2018

When information on product quality is not perfect, theories in the areas of consumer rationality, inference, and risk-aversion suggest at least three consumer choice strategies: best value, price-seeking, and price aversion. The authors relate these choice strategies through a common utility model and show they are three types of response to price: rational, overweighting, and underweighting, respectively. Through a simulated shopping experiment, they show the factors that discriminate when consumers use these strategies. In particular, they find that price-seeking due to inference is not strictly rational and can lead to a positive response to price when information on quality is low but quality is important. Although information on quality generally promotes the rational choice of best value, experience neither promotes rationality nor mitigates inference. Ironically, subjects seem to react to but do not learn from experience.
Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service Markets
Authors: Balasubramanian Siva K. , Kumar V.
Published: November 2018

The authors extend prior research on explaining variations in the intensity of marketing communication (i.e., advertising and promotional expenditures/sales) with a simple model estimated on cross-sectional time-series data. Analyses on firm-level data pooled at the industry level, performed for each of several industries belonging to different markets, attest to the model's explanatory power. Model validation analyses show an impressive similarity of model parameters and goodness of fit across split-half data samples for each industry analyzed. Further, for all industries belonging to a given market, the results indicate remarkable consistency in the signs of the associations between marketing communication intensity and (1) market share, (2) market growth, and (3) their interaction. However, this consistency does not hold across all markets. Plausible explanations for these results are advanced.
Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses
Authors: Bitner Mary Jo
Published: November 2018

For consumers, evaluation of a service firm often depends on evaluation of the “service encounter” or the period of time when the customer interacts directly with the firm. Knowledge of the factors that influence customer evaluations in service encounters is therefore critical, particularly at a time when general perceptions of service quality are declining. The author presents a model for understanding service encounter evaluation that synthesizes consumer satisfaction, services marketing, and attribution theories. A portion of the model is tested experimentally to assess the effects of physical surroundings and employee responses (explanations and offers to compensate) on attributions and satisfaction in a service failure context.
Truth in Marketing Theory and Research
Authors: Hunt Shelby D.
Published: November 2018

The traditional view of truth as the central goal of marketing theory and research has been questioned in marketing's crisis literature by proponents of relativistic truth and critical relativism. Hunt reviews the development of the relativist views on truth. He then discusses a philosophy of science, scientific relativism, that retains truth as the overriding objective of theory and research.
Effects of Alternative Types of Influence Strategies under Different Channel Dependence Structures
Authors: Keith Janet E. , Jackson Donald W. , Crosby Lawrence A.
Published: November 2018

Scenarios were used in a factorial design to analyze how a broker's dependence on a principal interacts with the principal's use of influence strategies to affect the broker's behavior. Results indicate that the broker's readiness to respond to the principal's requests was determined primarily by the broker's dependence. The broker's attitudes were affected by dependence and the principal's influence strategies.
The Price Knowledge and Search of Supermarket Shoppers
Authors: Dickson Peter R. , Sawyer Alan G.
Published: November 2018

A model of grocery shopper response to price and other point-of-purchase information was developed and hypotheses were tested by using observations and interviews. The findings suggest that shoppers tended to spend only a short time making their selection and many did not check the price of the item they selected. Perhaps as a consequence, more than half could not correctly name the price of the item just placed in the shopping cart and more than half of the shoppers who purchased an item that was on special were unaware that the price was reduced. Other results on point-of-purchase information processing and behavior are discussed.
Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective
Authors: Lichtenstein Donald R. , Netemeyer Richard G. , Burton Scot
Published: November 2018

Previous research on coupon proneness has measured the construct only in behavioral terms (i.e., consumers who are more responsive to coupon promotions are coupon prone). On the basis of the study premise that at least one other psychological construct, value consciousness, underlies the behavior of redeeming coupons, the authors argue that coupon proneness should be conceptualized and measured at a psychological level and treated as one construct that affects coupon-responsive behavior rather than as isomorphic with the behavior. They offer conceptual definitions of both coupon proneness and value consciousness and make a theoretical distinction based on acquisition-transaction utility theory. Eight hypotheses that reflect theoretical differences between the two constructs are proposed and tested. Results support the study premise that coupon-responsive behavior is a manifestation of both value consciousness and coupon proneness.
Relationship Quality in Services Selling: An Interpersonal Influence Perspective
Authors: Crosby Lawrence A. , Evans Kenneth R. , Cowles Deborah
Published: November 2018

Salespeople involved in the marketing of complex services often perform the role of “relationship manager.” It is, in part, the quality of the relationship between the salesperson and the customer that determines the probability of continued interchange between those parties in the future. A relationship quality model is advanced and tested that examines the nature, consequences, and antecedents of relationship quality, as perceived by the customer. The findings suggest that future sales opportunities depend mostly on relationship quality (i.e., trust and satisfaction), whereas the ability to convert those opportunities into sales hinges more on conventional source characteristics of similarity and expertise. Relational selling behaviors such as cooperative intentions, mutual disclosure, and intensive followup contact generally produce a strong buyer-seller bond.
Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice
Authors: Green Paul E. , Srinivasan V.
Published: November 2018

The authors update and extend their 1978 review of conjoint analysis. In addition to discussing several new developments, they consider alternative approaches for measuring preference structures in the presence of a large number of attributes. They also discuss other topics such as reliability, validity, and choice simulators.
International Marketing and National Character: A Review and Proposal for an Integrative Theory
Authors: Clark Terry
Published: November 2018

The author discusses the concept of national character—the idea that the people of each nation have a distinctive, enduring pattern of behavior and/or personality characteristics. He examines the concept in terms of its value and validity for use in international marketing. The development of the study of national character in the anthropological, psychoanalytic, and quantitative schools is surveyed. A marketing-relevant national character concept with applicability to both consumer and strategic decision making is proposed.
Music, Mood, and Marketing
Authors: Bruner Gordon C.
Published: November 2018

That music affects human beings in various ways has probably been presumed as long as people have played music. Many marketing practitioners already accept this notion, given that music is increasingly used as a stimulus in the retail environment as well as in radio and television advertising. Yet, fewer than 20 published empirical studies in marketing have music as their focus. The author reviews the small body of marketing literature, surveys relevant literature outside marketing, and provides research propositions to guide future studies.
Historical Investigation and the Practice of Marketing
Authors: Nevett Terence
Published: November 2018

Considerable similarities can be found between some of the problems that arise in the practice of marketing and those encountered in the study of history. The author describes the four stages of the historical investigation process and explains the techniques historians use in working with various types of evidence. He gives examples of how these techniques can be applied in marketing practice, arguing that they can be a valuable supplement to the application of scientific method.
Met Expectations and Turnover in Direct Selling
Authors: Wotruba Thomas R. , Tyagi Pradeep K.
Published: November 2018

Met expectations, the difference between what one expects on the job and what one experiences, has not been discussed as a precursor to turnover among salespeople. The authors’ study of direct salespeople shows that stayers and leavers differ significantly on met expectations in both cross-sectional and longitudinal analyses. The managerial usefulness of such findings is discussed.
Trademark Strategy Revisited
Authors: Cohen Dorothy
Published: November 2018

A sweeping change in trademark law has created benefits and pitfalls for marketing decision makers; recent court decisions on trademarks have had similar impact. Marketing managers should become familiar with these new regulatory guidelines to implement an effective trademark strategy and to provide insight into the future interpretation and development of trademark law.
The Influence of Global Marketing Standardization on Performance
Authors: Samiee Saeed , Roth Kendall
Published: November 2018

The authors address a key controversy in the marketing literature about the suitability of global standardization. An empirical investigation of the differences between firms that emphasize global standardization and others that use less standardization was conducted within the global industry context. The results indicate that market coverage and capacity utilization are important considerations for firms emphasizing global standardization. Emphasis on specialty products and the development of high priced products for market niches are also of some importance to these firms. However, in the critical area of performance, no difference is observed between firms stressing global standardization and others.
Adoption Correlates and Share Effects of Electronic Data Interchange Systems in Marketing Channels
Authors: O'Callaghan Ramon , Kaufmann Patrick J. , Konsynski Benn R.
Published: November 2018

The establishment of electronic information interchange linkages between channel members offers significant potential for the transformation of their relationship, with significant benefits for all participants. The authors examine the adoption of a particular form of electronic data interchange (EDI), the computer-based interface offerings by insurance carriers to their independent agent communities. The study addresses adoption considerations and postadoption effects. Implications for system design are discussed.
Servicescapes: The Impact of Physical Surroundings on Customers and Employees
Authors: Bitner Mary Jo
Published: November 2018

A typology of service organizations is presented and a conceptual framework is advanced for exploring the impact of physical surroundings on the behaviors of both customers and employees. The ability of the physical surroundings to facilitate achievement of organizational as well as marketing goals is explored. Literature from diverse disciplines provides theoretical grounding for the framework, which serves as a base for focused propositions. By examining the multiple strategic roles that physical surroundings can exert in service organizations, the author highlights key managerial and research implications.