bluuebunny/crossref_metadata_2025 huggingface dataset:
Speaking of Consumers
Authors: Peckham James O.
Published: November 2018

This is James O. Peck-ham's reply to John L. Mason's reply (see the preceding pages, 68–69) to Mr. Peckham's article, “The Consumer Speaks.”
Intensive Competitive Marketing
Authors: Rothman Frank
Published: November 2018

The author shows how selective planning can be accomplished effectively through the INTENSIVE COMPETITIVE MARKETING AUDIT—a technique which calls for study of the total marketing activities of a company and its major competitors at each level of distribution.

A basic check list is included. Answers to the questions asked should result in the pinpointing of profit opportunities in specific markets through the identification of competitive vulnerability.
Introducing the Marketing Channel to Price Theory
Authors: Mallen Bruce
Published: November 2018

Economic price theory has much to contribute to organized marketing thought. Likewise the reality of microeconomic price theory can be improved by its incorporation of marketing concepts.

The author reviews several price theories, which if properly integrated, could aid marketing theory as applied to the important area of marketing channels.
Simulation for Decision Making in Marketing
Authors: Weiss Doyle L.
Published: November 2018

Simulation is an approach to problem solving which has as its focus the construction and study of computer models as descriptions of the problem being analyzed.

Its usefulness in marketing comes from the fact that problems too complicated for analysis by conventional methods may be solved. The author gives several examples of how this is coming true.
Marketing in Spain
Authors: Lewis Edwin H.
Published: November 2018

The Spain of modern times has been an ultra-conservative nation in virtually every respect: economic, political, religious, and social. But Spain has attained some measure of financial and economic stability within the last five years, and now stands on the threshold of a new economic era.

An efficient marketing structure will be a necessary concomitant of any real economic advancement. The author surveys the current state of marketing in Spain, and indicates some of the steps that will be required for the improvement of the Spanish marketing system.
Probabilistic Models of Consumer Buying Behavior
Authors: Kuehn Alfred A. , Day Ralph L.
Published: November 2018

Does it make sense to classify consumers as users and nonusers? As heavy and light users? As users of brand X rather than brand Y?

Do American consumers fit into such neat categories? Or is it likely that their brand choice behavior is more subtle, less susceptible to exact categorization?

This article shows how traditional, static approaches are inadequate for predicting consumer behavior. It offers an alternative: the dynamic, probabilistic approach which can sharpen analysis and yield better predictive models.
Designing Marketing Research to Increase Validity
Authors: Banks Seymour
Published: November 2018

How valid are the results of marketing research that involve people as the subjects? Is it possible to waste large sums of money because of reliance on research systems that have built-in errors, or that show results not applicable to the untested population at large?

Since all marketing data are based in one way or another on actions of people, and since people and groups of people are so varied, careful attention to the design of marketing research experiments is sorely needed.

In his forthcoming book, EXPERIMENTATION IN MARKETING (New York: McGraw-Hill), the author devotes his second chapter to experimental research designs involving people or groups of people. This article is a condensation of that chapter.
Reducing Advertising Failures by Concept Testing
Authors: Axelrod Joel N.
Published: November 2018

How can concept testing be used to reduce the risk of advertising failures? For which specific purposes is concept testing well-suited; for which is it ill-suited?

The author examines the logic of four specific rationales and techniques, and provides some interesting answers.
World Marketing as a New Force for Peace
Authors: Austin J. Paul
Published: November 2018

Something new is going on in the world today. Rather than world trade being dependent on world peace, as in times past, world peace may be influenced and brought nearer reality through burgeoning world trade.

The author, President of The Coca-Cola Company, has developed this theme in several recent speeches. Here he has condensed his remarks into the present article.

He makes a good case to show that trade is crossing borders still closed to diplomats—making greater progress for peace than official conferences.
Time Lag in New Product Development
Authors: Adler Lee
Published: November 2018

Here is an analysis of 42 case histories, showing that product development is considerably more time-consuming than many marketers realize. The question is—how can time allocations be made more realistic?
Correlates of Buying Behavior for Grocery Products
Authors: Frank Ronald E.
Published: November 2018

Do heavy buyers of a grocery product have different economic characteristics than light buyers? Are private-brand-prone customers really different? Are customers who exhibit a high degree of brand loyalty in a product category different than those exhibiting less loyalty? In what way are the characteristics of customers who tend to purchase a product at a low cost per unit different from those who pay higher prices?

The author reports the results of five studies, each focused on one of the above questions. The studies provide some interesting insights into the usefulness of household purchasing characteristics as bases for market segmentation.
Some Observations on the Impact of Antitrust Merger Policy on Marketing
Authors: Narver John C.
Published: November 2018

The impact of a government economic policy is an extremely complex question, but obviously an important one for rational decision making by enforcement agencies and firms. Facts on the real productivity of mergers are slowly coming to light, gradually replacing a sizable folklore on the sources and magnitude of merger success.

Relating marketing, mergers, and the present value of the firm, this article summarizes merger-policy enforcement patterns, some evidence on profitability and scale, and the financial performance of mergers. With particular reference to large mergers, questions are raised as to the social costs and benefits of an even more stringent merger policy.
Perspective on Public Policy: Comments on the “Great Debate”
Authors: Stern Louis W.
Published: November 2018

Widespread interest was attracted by the “Great Debate” in 1967 between John Kenneth Galbraith and Walter Adams, Willard Mueller, and Donald Turner on the question “Are Planning and Regulation Replacing Competition in the New Industrial State?” Many of Galbraith's points are worthy of careful consideration, contrary to the antagonism shown his ideas by numerous students of economics and marketing. This article examines some of the poignant issues he raised relative to firm size and merger policy.
The Future for Trading Stamps and Games
Authors: Allvine Fred C.
Published: November 2018

Trading stamps and customer games of chance have been two of the more important types of nonprice promotion in the supermarket industry. The employment of these two promotional tools has declined from their peak years.

This article is concerned with the question of whether the use of stamps and games has stabilized or if the use of trading stamps and games is in the early stages of a major decline.
Social Class and Commercial Bank Credit Card Usage
Authors: Mathews H. Lee , Slocum John W.
Published: November 2018

Relationships between an individual's social class and his purchasing behavior in using a commercial bank credit card are described in this article. Important card-use patterns with market segmentation implications were found. Membership in a social class influences patterns of credit card usage. Convenience and installment use of cards tend to vary by social class in a manner consistent with previous studies of social class behavior patterns.
The Hallmark of a Profession
Authors: Holloway Robert J.
Published: November 2018

Public policy issues present both dangers and opportunity to those in marketing. This in itself is a challenge to anyone interested in pursuing the idea of social service. It is argued that social service is a “‘hallmark of our profession” and that research in public policy areas is one way to determine the direction of our social service efforts.
The Law of Privacy and Marketing Research
Authors: Mayer Charles S. , White Charles H.
Published: November 2018

As it is currently evolving, the complex law of privacy is probably quite different from the perceived “right of privacy.” This paper examines the law, and identifies the most vulnerable flanks of the marketing research profession.
The Semantics of Branding
Authors: Schutte Thomas F.
Published: November 2018

The continuing battle of brands in marketing is usually described by outdated and confusing terminology. Communications problems among marketers and a distortion in the measurement and assessment of trends in manufacturer-owned and distributor-owned brands are the result. This article proposes a basis for a new branding language in marketing.
Developing Data to Estimate Price-quantity Relationships
Authors: Stout Roy G.
Published: November 2018

Many researchers are turning to experimentation in order to obtain sufficient variation in prices to study their relationship to quantity sold. This article discusses the results of comparing three methods of obtaining data through experimentation for price-quantity analysis.
Mobiles–a Neglected Market Segment
Authors: Bell James E.
Published: November 2018

Mobile consumers are a relatively neglected market segment. This article, reporting on a comprehensive study of geographically mobile consumers, focuses on the following questions: (1) What are the socioeconomic and life cycle characteristics of the mobile market? (2) How do mobiles rebuild broken shopping patterns following a long-distance move? (3) Does the mobile segment exhibit capacity to support special marketing programs?
Evaluating the Effects of Company Promotional Activities: A Neglected Area for Research and Management Attention
Authors: Haskins Jack B. , Hugli Wilfred C.
Published: November 2018

The authors describe how management might approach the problem of systematically measuring the effects of certain long-range promotional activities. Little published research exists on this widely discussed topic. A mini-case study is presented describing the approach taken by Anheuser-Busch management regarding specific aspects of the promotional measurement problem.
The Marketing Channel: Who Should Lead this Extra-corporate Organization?
Authors: Little Robert W.
Published: November 2018

Corporate organization and activities extend beyond conventional ownership limits in a variety of ways. The marketing channel, for example, exerts substantial influence on the firm's internal activities. Organization structure and processes in the corporation information and control systems are affected by channel considerations. Arguments have been raised against attempts by one channel member to direct the efforts of all or part of an interorganizational vertical network. However, most scholars are believed to support the view that some form and degree of leadership is desirable and, at any rate, manifest in many day-to-day exchange activities.

This article asks three important questions: Who has the ability to lead channels? Who is in the best position to do so? Who should lead?
Psychic Defenses against High Fear Appeals: A Key Marketing Variable
Authors: Stuteville John R.
Published: November 2018

Why does the cigarette smoker continue to smoke in face of torrents of data indicating the potential dangers of his habit? Conversely, why did the mere whisper of danger cause cranberry sales to plummet? The magic defenses consumers employ to insulate their favorite vices from unwanted fearful data are examined in this article.
Attitudes of Marketing Executives toward Ethics in Marketing Research
Authors: Crawford C. Merle
Published: November 2018

Social criticisms of marketing usually spare marketing research … the implication being that researchers pose neither important ethical nor social problems. Is this true? Are there no marketing research practices which might be subjected to ethical criticism? This article reports reactions of research directors and top marketing line executives to fourteen “situations” which occasionally occur in the field of research.
Can “Cooling-off Laws” Really Protect the Consumer?
Authors: Walker Orville C. , Ford Neil M.
Published: November 2018

Recent interest in consumer protection has focused on the fradulent or unethical practices of some direct sellers. This paper examines one legislative response to these practices, that of “cooling-off” laws, and their effectiveness in protecting consumers particularly those with low incomes.
Marketing Notes and Communications: A Replication of the “Shopping List” Study
Authors: Webster Frederick E. , Von Pechmann Frederick
Published: November 2018

Mason Haire's “shopping list” study is one of the most often quoted pieces of research in marketing. This brief note reports on a replication of that study which yielded different results.
The Costs of Crashing
Authors: Feltz Edward J.
Published: November 2018

The application of the critical path method to a sales promotion effort is one approach for effective utilization of the talent and facilities budgeted for marketing support functions.
Determining Optimum Price Promotion Quantities
Authors: Goodman David A. , Moody Kavin W.
Published: November 2018

How can a price “special” be made more profitable for the manufacturer? Is it possible to predict sales which will be generated through price promotion? These are two of the basic questions that are examined in this article.

A methodology is presented for optimizing manufacturers’ shipment quantities for price promotions in cases where the duration of the promotion is fixed and the item to be promoted is fair-traded.
Reciprocity: Retrospect and Prospect
Authors: Moyer Reed
Published: November 2018

Reciprocity is coming under increasing scrutiny by antitrust authorities. This article analyzes key court cases involving reciprocity, describes reciprocal practices, and appraises reciprocity's competitive and economic welfare effects.
Consumerism—An Interpretation
Authors: Buskirk Richard H. , Rothe James T.
Published: November 2018

Forces underlying the present upsurge in consumer activity are analyzed, and some of the dangers of the remedies proposed by some consumer advocates that heretofore have remained unexamined are considered. Implications of the consumer movement for corporate policy are discussed and definite recommendations are made on what corporations should do in the current situation.
A Black Perspective on “Black Business Development”
Authors: Spratlen Thaddeus H.
Published: November 2018

The impact of the riots of the mid-1960s and the economic importance of resident business ownership in the black community are issues on which exception is taken to an earlier JOURNAL OF MARKETING article on black business development. The author emphasizes the role of discriminatory practices and their consequences as major barriers to black business development.
Consumer Information Policy in Sweden—What can be Learned?
Authors: Thorelli Hans B.
Published: November 2018

Almost all Western nations now have private or public consumer information programs. Sweden has a particularly rich experience in the product information area. In this article special emphasis is placed on Sweden's voluntary informative-labeling system which is relatively unknown in the United States. The author suggests that the consumer-conscious U.S. industry might well consider developing a similar consumer information system.
Survival and Social Responsibility: Themes for Marketing Education and Management
Authors: Gelb Betsy D. , Brien Richard H.
Published: November 2018

The authors find in pessimistic predictions about the survival potential of mankind a sense of urgency to stimulate management's acceptance of “social responsibility.” They suggest survival as a theme to unify and make relevant the education of tomorrow's marketing managers.
Social Marketing: An Approach to Planned Social Change
Authors: Kotler Philip , Zaltman Gerald
Published: November 2018

Can marketing concepts and techniques be effectively applied to the promotion of social objectives such as brotherhood, safe driving, and family planning? The applicability of marketing concepts to such social problems is examined in this article. The authors show how social causes can be advanced more successfully through applying principles of marketing analysis, planning, and control to problems of social change.
Health Service Marketing: A Suggested Model
Authors: Zaltman Gerald , Vertinsky Ilan
Published: November 2018

What are the important psychosocial and behavioral variables in health marketing? How are they related? How do these variables manifest themselves in less developed countries? What are the sensitive areas for marketers of health products and services? The model presented in this article and the discussion of its major components address these and other questions. Important insight is provided into social marketing in a health context.
Comparing the Cost of Food to Blacks and to Whites—A Survey
Authors: Sexton Donald E.
Published: November 2018

The difference in food prices to blacks and to whites is one source of urban unrest. The author surveys the answers to the question, “Do blacks pay more?” An effort is made to show what is known and where further research is needed. This article is an example of the potential role of marketing research in public policy.
Societal Adaptation: A New Challenge for Marketing
Authors: Feldman Laurence P.
Published: November 2018

Is a marketing system that maximizes individual choice and stresses individual satisfaction anachronistic in a world with growing awareness of its limited environmental resources? The author believes marketing is about to undergo a profound change by shifting its emphasis to nonmaterial consumption and societal considerations. Several ways are suggested in which marketing might adapt to the changed circumstances brought about by environmental pressures.
Correlates of Buying Behavior: Social Class vs. Income
Authors: Myers James H. , Stanton Roger R. , Haug Arne F.
Published: November 2018

This study compares social class and income as correlates of buying behavior for a variety of low-cost packaged goods. Its objective was to determine whether social class or income best explains which products are found in the home. The Los Angeles Times Continuing Home Audit is used as the data base.
A Rejoinder to “How Many Scales and how many Categories shall we use in Consumer Research?—A Comment”
Authors: Green Paul E. , Rao Vithala R.
Published: November 2018

The authors offer a rejoinder to Professor Benson's comment on their article, “Rating Scales and Information Recovery—How Many Response Categories to Use?”
A Rejoinder to “Social Class or Income?”
Authors: Mathews H. Lee , Slocum John W.
Published: November 2018

The authors offer a rejoinder to Professor Curtis's comment on their articles, “Social Class and Commercial Bank Credit Card Usage,” and “Social Class and Income as Indicators of Consumer Credit Behavior.”
Improving Product Abandonment Decisions
Authors: Hamelman Paul W. , Mazze Edward M.
Published: November 2018

This article describes a product review and evaluation model which views the total product line as a set of interrelated elements, each of which place varying demands on the resources of the firm. Inputs to the model consist of standard cost accounting and market information data. The model called PRESS is easily adaptable to most product lines and readily implemented.
The Socioeconomic Consequences of the Franchise System of Distribution
Authors: Hunt Shelby D.
Published: November 2018

The author explores and evaluates both the functional and dysfunctional consequences of a system of distribution which accounts for approximately 25% of total consumer goods’ expenditures in the United States.
Fear Appeals in Marketing—A Social Perspective
Authors: Spence Homer E. , Moinpour Reza
Published: November 2018

Little attention has been paid to ethical and social questions concerning the use of fear appeals in marketing. This article highlights some critical aspects of this controversial issue and suggests areas where research is needed.
Pupil Size, Eye Direction, and Message Appeal: Some Preliminary Findings
Authors: King Albert S.
Published: November 2018

Preliminary research evidence is presented which indicates that pupil size and eye direction of models used in pictorial advertising may have an influence on message appeal.
Marketing: Management Technology or Social Process?
Authors: Sweeney Daniel J.
Published: November 2018

Is marketing facing an identity crisis? The author examines the implications of conflicting views on marketing education, research, and the crucial issue of social responsibility of marketing. It is suggested that a major reorientation is required of marketing scholars and practitioners if the discipline is to evolve into full intellectual maturity.
Marketing as a Communication System: The Marketing Concept Revisited
Authors: Stidsen Bent , Schutte Thomas F.
Published: November 2018

The marketing concept has been severely criticized by consumerists. However, not all of the issues raised by these critics are marketing problems. If social responsibility is to be redistributed, it must proceed from a realistic concept of the role and function of marketing.
Trends Affecting the Implementation of Advertising and Promotion
Authors: Banks Seymour
Published: November 2018

The past, present, and future role of advertising and promotion as seen by many of today's top business executives is described by the author. The article also reports some of the organizational and functional changes in advertising and promotion personnel made during the past 15 years.
A Decision Sequence Analysis of Developments in Marketing Communication
Authors: Ray Michael L.
Published: November 2018

The promotional and marketing communication efforts of a business can be greatly improved through proper application of behavioral and quantitative tools. What tools have been used to improve marketing communication? How will the application of these tools affect future research and business practice?
A Theory of Channel Control
Authors: Bucklin Louis P.
Published: November 2018

The degree of coordination among activity stations in a channel is a measure of the competitive position of that system. The author discusses problems of channel control. He presents a model of the control process that should provide new insight into channel processes and a basis for improved strategies for attaining desired levels of coordination.
Improving the Profitability of Retail Merchandising Decisions
Authors: Sweeney Daniel J.
Published: November 2018

Department stores in the United States have recently experienced a decline in corporate financial performance, particularly in the profitability of merchandising operations. The use of a refined version of the return-on-investment measure is suggested as a means of improving the financial performance of retail merchandising decisions. Results of a simulated experiment are reported indicating the positive effects on merchandising profitability of using the suggested return-on-investment decision criterion.
Criteria for a Theory of Responsible Consumption
Authors: Fisk George
Published: November 2018

Because the environmental crisis is so unprecedented, few business leaders know how to assess ecological implications of marketing decisions. The theory of responsible consumption offers a guide to marketing policy that promises movement toward a solution of growing environmental constraints on managerial freedom.
The Internationalization of U.S. Franchise Systems: Progress and Procedures
Authors: Walker Bruce J. , Etzel Michael J.
Published: November 2018

During the 1960s, franchising in the United States evolved from a specialized method of distribution to an “industry.” With the domestic market now approaching maturity, franchisors are expanding into other countries. This article reports the results of a survey of the experiences, difficulties, and prospects of U.S. franchising systems expanding abroad.
The Supply and Demand for New Marketing Doctorates
Authors: Shawver Donald L.
Published: November 2018

This article reports findings of an AMA survey on the impending imbalance of the supply and demand for new marketing doctorates as college teachers.
Comments on “Race, Alienation and Consumerism”
Authors: Landon E. Laird , Lundstrom William J.
Published: November 2018

Criticisms are presented of the research findings reported by Pruden and Longman in a recent JOURNAL OF MARKETING article. Attention is focused on the alienation construct and its measurement.
The Consumer Product Safety Act: A Special Case in Consumerism
Authors: Jensen Walter , Mazze Edward M. , Stern Duke Nordlinger
Published: November 2018

What is being done to protect the consumer from hazardous products? This article reports on new federal legislation concerning consumer product safety. It examines the implications of this legislation for the manufacturer and the consumer.
Consumer Store Images and Store Loyalties
Authors: Lessig V. Parker
Published: November 2018

This study examines the relationships which exist between measures of store image and store loyalty. Encouraged by the relationships found, store loyalty is predicted from store image information. The examination of the loyalty measure provides interesting observations concerning the nature of loyalty.
The Salesman's Career Cycle
Authors: Jolson Marvin A.
Published: November 2018

A model for positioning salesmen on a career cycle has important implications for marketing management.
An Analysis of Catalog Buying Behavior
Authors: Reynolds Fred D.
Published: November 2018

An understanding of consumer commitment to catalog buying provides an opportunity for improved marketing strategy.
Consumer Appraisal of Retail Price Advertisements
Authors: Fry Joseph N. , McDougall Gordon H.
Published: November 2018

Consumers tend to be skeptical about retail price advertisements … why?
Competitive Bidding for Marketing Research Services: Fact or Fiction?
Authors: Haynes Joel B. , Rothe James T.
Published: November 2018

Is price an important facet of a marketing research firm's competitive strategy?
The American Marketing Association in 1973
Authors: Twedt Dik
Published: November 2018

A current look at AMA membership.
Comments on “Consumer Store Images and Store Loyalties”
Authors: Murphy John H. , Coney Kenneth A.
Published: November 2018

An evaluation of the Lessig study reveals a number of conceptual and methodological problems.
Consumer Behavior and Product Performance: An Alternative Conceptualization
Authors: Narayana Chem L. , Markin Rom J.
Published: November 2018

Why and how products fail… What can marketing managers do?
A Comment on “Identifying Buyers of a Major Automotive Innovation”
Authors: Peat Nancy C. , Gentry James W. , Brown Thomas L.
Published: November 2018

A discussion of definitional problems in the Feldman-Armstrong article.
A Reply to Peat, Gentry, and Brown
Authors: Feldman Laurence P. , Armstrong Gary M.
Published: November 2018

More information on innovative buyers.
The Nature and Scope of Marketing
Authors: Hunt Shelby D.
Published: November 2018

Can a new model of the scope of marketing help resolve the “nature of marketing” and “marketing science” controversies?
New Legislation and the Prospects for Real Warranty Reform
Authors: Feldman Laurence P.
Published: November 2018

A look at the 1975 Magnuson-Moss Warranty Act and its chances for success.
The Effectiveness of Marketing's “R&D” for Marketing Management: An Assessment
Authors: Myers John G. , Greyser Stephen A. , Massy William F.
Published: November 2018

This article presents some of the highlights and recommendations of the Commission on the Effectiveness of Research and Development for Marketing Management. Based on a review of the field of marketing over the past 25 years, the article provides an overall assessment and some specific recommendations.
Lessons Learned from the Broadcast Cigarette Advertising Ban
Authors: Teel Sandra J. , Teel Jesse E. , Bearden William O.
Published: November 2018

Antismoking forces hailed the ban on cigarette advertising in the broadcast media as a major victory in their campaign against the tobacco industry. Expectations were that this legislation would reduce the percentage of smokers in the population and the number of young adults adopting the smoking habit. But the percentage of adult smokers actually rose slightly following the ban. In light of this fact, a natural question is, “What exactly has been the effect of the ban?” This paper attempts to provide information relevant to this question by examining trends in cigarette advertising expenditures and cigarette consumption.
Performance and Satisfaction in an Industrial Sales Force: An Examination of their Antecedents and Simultaneity
Authors: Bagozzi Richard P.
Published: November 2018

Is the link between performance and job satisfaction myth or reality? Does performance influence satisfaction, or does satisfaction influence performance? This age-old managerial problem is examined with a causal modeling methodology to unravel the true relationship.
A User-Oriented Model for Sales Force Size, Product, and Market Allocation Decisions
Authors: Lodish Leonard M.
Published: November 2018

A simple-to-understand and easy-to-implement model is developed to handle decisions on sales force size, product, and market allocations. One firm's experience in using the model for tactical allocation decisions and strategic sales force restructuring is described.
Information Content IN U.S. and Australian Television Advertising
Authors: Dowling Grahame R.
Published: November 2018

The information content of Australian television advertisements is assessed in an operational replication of an empirical study of U. S. television advertising. Comparison of the study results for U. S. and Australian television advertising indicates differences in overall informativeness, the association between informativeness and daily screening time, and the association between informativeness and type of product advertised.
An Evolutionary Approach to Product Growth Theory
Authors: Tellis Gerard J. , Crawford C. Merle
Published: November 2018

The continuing controversy about the product life cycle (PLC) concept may indicate that the concept, while useful, is inadequate to explain the entire phenomenon of product growth and proliferation. An alternative concept, the product evolutionary cycle (PEC), is hereby proposed to help resolve this controversy and to provide a better framework for explaining and managing product growth.
From the Editor
Authors: Cunningham William H.
Published: November 2018

The Journal of Marketing published its first issue in July 1936 and combined two publications, the American Marketing Journal and the National Marketing Review. The Journal of Marketing was the first major activity undertaken by the American Marketing Association. Paul H. Nystrom was its first editor, and Wroe Alderson, Reavis Cox, H. H. Maynard, L. D. H. Weld, Theodore N. Beckman, and Neil H. Borden were inaugural members of the Journal's Editorial Review Board.

During the Journal of Marketing's 45-year history it has published some of the most significant marketing manuscripts—papers that have changed the way we study and practice marketing. With this editorial I hope to describe the editorial objectives for the Journal of Marketing as well as my approach for implementing these objectives.
Comments on the Impact of Advertising on the Price of Consumer Products” (Farris and Albion, JM, Summer 1980)
Authors: Ferguson James M.
Published: November 2018

In their survey on whether advertising increases prices, Farris and Albion fail to understand that those who argue that advertising increases prices lack both theory and facts. Consumers benefit from advertising because advertising lowers the costs of information about brand qualities and reduces the average price per unit of quality. They also fail to recognize that Steiner's dual stage model is inconsistent with the theory of derived demand.
Marketing and the United States Supreme Court, 1975–1981
Authors: Werner Ray O.
Published: November 2018

The U.S. Supreme Court conditions the legal environment of marketing, and over the past six years, its decisions have both limited and expanded the constraints on marketers. Constraints have been imposed on marketing operations, particularly pricing and channels of distribution, on marketing organizations, and on the relevant regulatory procedures. Indications are that future changes may be imminent, particularly in allowing greater marketing autonomy within a private enterprise system.
The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model
Authors: Hunt Shelby D. , Burnett John J.
Published: November 2018

What is the nature of macromarketing? What is the nature of micromarketing? This article reviews the controversy concerning the nature of the macromarketing/micromarketing dichotomy, empirically examines the domains of macromarketing and micromarketing and attempts to resolve the controversy by developing a taxonomical model for specifying both concepts.
Reasonable Rules and Rules of Reason: Vertical Restrictions on Distributors
Authors: Cady John F.
Published: November 2018

This article proposes a set of guidelines for the application of the “rule of reason” to vertical restrictions imposed by manufacturers on independent distributors. The guidelines have been developed from an analysis of the economic impact of vertical restrictions, the needs of manufacturers for distribution control, and a public policy that fosters effective competition.
New Product Models for Test Market Data
Authors: Narasimhan Chakravarthi , Sen Subrata K.
Published: November 2018

This paper presents a critical review of nine models using test market data to evaluate the performance of a new brand in an inexpensive, frequently purchased product category. The models are evaluated on both theoretical criteria (e.g., the mathematical structure of the model) and on managerial dimensions (e.g., the type of sales data required and the degree of commercial acceptance of the model). Based on these criteria, three of the models are particularly useful. The paper concludes with a discussion of future directions for research in the area of test market models.
Formulating Push Marketing Strategies: A Method and Application
Authors: Levy Michael , Webster John , Kerin Roger A.
Published: November 2018

“Push” marketing strategies can create additional profit opportunities within the marketing channel. This paper describes a method that provides marketing managers with information on the profit impact of various marketing mix strategies. A study is described in which high yield “push” strategies are identified.
The Anatomy of Competition
Authors: Henderson Bruce D.
Published: November 2018

This paper proposes a set of principles for the conduct of competitive analysis. These principles of competition are universal, whether applied to biological or business competition. The value of marketing strategy is proportional to the soundness of the competitive analysis that underlies it.
Product Quality, Cost Position and Business Performance: A Test of Some Key Hypotheses
Authors: Phillips Lynn W. , Chang Dae R. , Buzzell Robert D.
Published: November 2018

This study uses a causal modelling methodology to examine competing methodological and theoretical hypotheses concerning the effects of product quality on direct costs and business unit return on investment (ROI). Results show that the PIMS’ measures under study exhibit high reliability across all samples. The findings fail to support the widely held view that a high relative quality position is incompatible with achieving a low relative cost position in an industry.
Marketing Strategy and Differential Advantage
Authors: Cook Victor J.
Published: November 2018

Extending portfolio analysis and PIMS studies to include military concepts of strategic force produces a new paradigm of marketing strategies. The author introduces and calibrates the concept of strategic marketing ambition, relates this concept to the marketing mix, and then derives a theoretical function linking strategic ambitions and investments with market share. An operational measure of differential marketing advantage is introduced, and the. methods of analysis are applied in an illustration of competitive investments, marketing strategy and differential advantage.
Applying Financial Portfolio Theory to Product Portfolio Decisions: An Empirical Study
Authors: Cardozo Richard N. , Smith David K.
Published: November 2018

To date no formal studies of applying financial portfolio theory to product portfolio decisions have appeared in the literature. This article describes an empirical study to explore the feasibility of using concepts from financial portfolio theory to analyze and provide direction for managing product portfolios. Results indicate that financial portfolio theory has promise as an analytical and planning tool for product portfolio decisions, and suggest how action recommendations based on financial portfolio theory may be modified for product portfolio decisions. This approach also provides a framework for identifying and investigating new questions about effective management of organizational resources.
Comments on “Labor Productivity in Retailing”
Authors: Hughes Marie Adele , Serpkenci Ray R.
Published: November 2018

This article critically examines a recent study by Ingene in the Journal of Marketing and finds several serious shortcomings. Suggested alternate approaches and methodology are discussed.
An Attitude-Behavior Framework for Distribution Channel Management
Authors: Frazier Gary L. , Sheth Jagdish N.
Published: November 2018

The consistency or inconsistency of boundary personnel attitudes and behavior forms the basis for a model that predicts the influence processes that need to be implemented and the influence objectives that need to be sought in a focal organization's attempts to gain acceptance of its distribution channel programs. Propositions are developed concerning (1) the communication strategies that can be used most effectively in implementing the influence processes, and (2) how the relative importance of the decision on a channel program should be related to the nature of the approach taken to implement each influence process.
The New Demographics and Market Fragmentation
Authors: Zeithaml Valarie A.
Published: November 2018

The underlying premise of this article is that changing demographics will lead to a splintering of the mass markets for grocery products and supermarkets. A field study investigated the relationships between five demographic factors—sex, female working status, age, income, and marital status—and a wide range of variables associated with preparation for and execution of supermarket shopping. Results indicate that the demographic groups differ in significant ways from the traditional supermarket shopper. Discussion centers on the ways that changing demographics and family roles may affect retailers and manufacturers of grocery products.
An Advocacy Behavior Model of Organizational Buyers’ Vendor Choice
Authors: Krapfel Robert E.
Published: November 2018

Ability to influence members of organizational buying groups is often the chief requirement for a successful industrial marketing effort. One approach is to stimulate a buying center boundary role person to take on an additional role of advocate. This article presents a causal model of antecedent factors hypothesized to stimulate advocacy and consequent effects of perceived advocacy behavior on organizational buyers’ vendor choice.
The American Export Trading Company: Designing a New International Marketing Institution
Authors: Bello Daniel C. , Williamson Nicholas C.
Published: November 2018

While recent legislation provides the legal basis for the development of American export trading companies, the law leaves decisions regarding operating characteristics and export services to the private sector. To provide guidance for those developing trading companies, this article analyzes the relationship between basic operating characteristics and the mix of export services provided by export management companies, the closest existing American institution to trading companies. The findings suggest that the operating decisions regarding both the type of product exported and the supplier represented have fundamental implications for the export services that American trading companies must be able to provide.
A Note on the Application of Portfolio Theory: A Comment on Cardozo and Smith
Authors: Devinney Timothy M. , Stewart David W. , Shocker Allan D.
Published: November 2018

The problems associated with the extension of fianancial portfolio theory to product investments of the firm are reviewed.
Competitive Effects on Technology Diffusion
Authors: Robertson Thomas S. , Gatignon Hubert
Published: November 2018

This article takes as its central concern the diffusion of high technology innovation among business organizations. A set of propositions is developed that focuses on the competitive factors influencing diffusion. The article suggests how the supply-side competitive environment and the adopter industry competitive environment both affect diffusion of new technologies. The article seeks to extend the current behavioral paradigm for studying innovation diffusion by incorporating competitive factors as explanatory variables.
Toward a Theory of Marketing Control: Environmental Context, Control Types, and Consequences
Authors: Jaworski Bernard J.
Published: November 2018

Historically, marketing control research has involved either the development of output-oriented financial controls or the analysis of how financial controls affect performance. This work on marketing control is limited in that it (1) has focused primarily on the control of marketing plans/activities, not on the control of marketing personnel, (2) fails to capture all controls operating within the marketing unit, (3) does not consider environmental conditions that both influence the use and moderate the effects of controls, and (4) ignores the behavioral and psychological impact of controls on individuals. To overcome these limitations, a theory integrating environmental context, controls, and the consequences of controls is proposed. Previous research is categorized within the framework, relevant propositions are advanced, and directions for future research are proposed.
A Test of Services Marketing Theory: Consumer Information Acquisition Activities
Authors: Murray Keith B.
Published: November 2018

The author explores the information needs of service consumers. In the purchase decision process, search behavior is motivated in part by perceived risk and the consumer's ability to acquire relevant information with which purchase uncertainty can be addressed. Marketing theory suggests that consumers use information sources in a distinctive way to reduce the uncertainty associated with services. Hence, six hypotheses are developed to test the information acquisition of service buyers. An experimental approach is employed to compare, in a prepurchase context, the information sources used by consumers of services and those used by consumers of goods. The resulting data support the predictions offered and extend marketing theory.
Legal Dimensions of Salespersons’ Statements: A Review and Managerial Suggestions
Authors: Boedecker Karl A. , Morgan Fred W. , Stoltman Jeffrey J.
Published: November 2018

Salespeople can generate liability problems for their organizations through both intentional and inadvertent statements, yet the sales management and personal selling literature has not provided adequate discussion of these problems. The authors describe the various ways salespeople initiate such liability and include specific advice for sales managers interested in guiding salesperson behavior.
Time and Outcome Valuation: Implications for Marketing Decision Making
Authors: Mowen John C. , Mowen Maryanne M.
Published: November 2018

Both marketing managers and consumers must make decisions for which the good and bad outcomes may occur at various points in time in the future. A model of time and outcome valuation (TOV) is developed and shown to expand and complement a variety of marketing models and theories, including exchange models, salesforce motivation models, and decision calculus models. The TOV model is derived from six basic assumptions. From the assumptions a series of managerially important decision phenomena are described, including individual traps and fences, speedup costs, delay charge effects, and future optimism. A series of managerial propositions on the impact of the timing of outcomes on marketing decision making is also developed from the TOV model.
The Impact of Organizational Citizenship Behavior on Evaluations of Salesperson Performance
Authors: MacKenzie Scott B. , Podsakoff Philip M. , Fetter Richard
Published: November 2018

The research objective was to examine the relative impact of “organizational citizenship behaviors” (OCBs) and objective sales productivity on sales managers’ evaluations of the performance of their sales personnel. Objective measures of sales productivity were obtained for three diverse sales samples: (1) 261 multiline insurance agents, (2) 204 petrochemical sales representatives, and (3) 108 district sales managers working for a large pharmaceutical company. Managerial evaluations of organizational citizenship behavior and overall performance were also obtained for each of these people. The results indicate that (1) managers do recognize several different dimensions of “citizenship” behavior, and these OCBs are distinct from objective sales productivity, (2) the combination of OCBs and objective sales productivity accounts for substantially more variance in managers’ overall evaluations than typically is accounted for by sales productivity alone, and (3) the OCBs (taken as a group) consistently account for a larger portion of the variance in managerial evaluations than does sales productivity. The implications of these findings for salesforce motivation and evaluation are discussed.
The Convergence of Planning and Execution: Improvisation in New Product Development
Authors: Moorman Christine , Miner Anne S.
Published: November 2018

The field of marketing strategy often makes the important assumption that marketing strategy should occur by first composing a plan on the basis of a careful review of environmental and firm information and then executing that plan. However, there are cases when the composition and execution of an action converge in time so that, in the limit, they occur simultaneously. The authors define such a convergence as improvisation and develop hypotheses to investigate the conditions in which improvisation is likely to occur and be effective. The authors test these hypotheses in a longitudinal study of new product development activities. Results show that organizational improvisation occurs moderately in organizations and that organizational memory level decreases and environmental turbulence level increases the incidence of improvisation. Results support traditional concerns that improvisation can reduce new product effectiveness but also indicate that environmental and organizational factors can reduce negative effects and sometimes create a positive effect for improvisation. These results suggest that, in some contexts, improvisation may be not only what organizations actually practice but also what they should practice to flourish.
Evaluating the Quality of Marketing Research Contractors
Authors: Mayer Charles S.
Published: November 2018

This article suggests an explicit system for evaluating the quality of work performed by outside suppliers of marketing research.