Showing papers in "Journal of Marketing in 1968"
TL;DR: In this paper, most techniques of market segmentation rely only on DESCRIPTIVE factors pertaining to purchasers and are not efficient predictors of future buyer behavior, and the author pro...
Abstract: According to this article, most techniques of market segmentation rely only on DESCRIPTIVE factors pertaining to purchasers and are not efficient predictors of future buyer behavior. The author pro...
824 citations
TL;DR: In this paper, the authors discuss the difficulty encountered by some researchers in defining image and the result has been an avoidance of de-straying the concept of image in retail store image.
Abstract: Retail store image is an alluring yet uncrystallized concept. Part of the problem stems from the difficulty encountered by some researchers in defining image. The result has been an avoidance of de...
307 citations
TL;DR: In this paper, the authors argue that out of many possible attitudes, only a few really relate to or "determine" buying behavior, and that these attitudes are related to purchasing decisions.
Abstract: Which attitudes are related to purchasing decisions? In this article the authors argue that out of many possible attitudes only a few really relate to or “determine” buying behavior. These attitude...
285 citations
TL;DR: The explosion of knowledge has made most students of marketing specialists. If these specialties have consistency, they should fit into a more general theory of marketing as mentioned in this paper, and the structure of such a t...
Abstract: The explosion of knowledge has made most students of marketing specialists. If these specialties have consistency, they should fit into a more general theory of marketing. The structure of such a t...
154 citations
TL;DR: In this paper, the authors propose to understand the international product life cycle, which may lead to improved policies resulting in increased exports and a reduction in trade costs, in order to increase exports and reduce trade costs.
Abstract: Many products follow a predictable pattern in international trade. Understanding the international product life cycle may lead to improved policies resulting in increased exports and a reduction in...
145 citations
TL;DR: In this paper, the authors studied the types of shoppers who are most loyal to their local retail area and those who are more likely to travel long distances in order to shop in other areas.
Abstract: What types of shoppers are most loyal to their local retail area? What types are most likely to travel long distances in order to shop in other areas? What do these out-of-town shoppers buy? This a...
131 citations
TL;DR: In this article, the authors show how the combinati cation of price, display, store layout, and other controllable variables can be used to measure customer response to price and display.
Abstract: Improved retail decisions can result from attempts to measure customer response to price, display, store layout, and other controllable variables.In this article, the author shows how the combinati...
119 citations
TL;DR: The most surprising thing about our knowledge of planned shopping centers is the gap of quantitative information available on the subject as discussed by the authors, and the literature abounds with judgments, insights, a...
Abstract: Perhaps the most surprising thing about our knowledge of planned shopping centers is the gap of quantitative information available on the subject. The literature abounds with judgments, insights, a...
87 citations
TL;DR: In this paper, behavioral science offers some important new insights into the determinants of a salesman's effectiveness, which can lead to the development of more productive sales presentations and sale sales.
Abstract: Behavioral science offers some important new insights into the determinants of a salesman's effectiveness. These insights can lead to the development of more productive sales presentations and sale...
79 citations
TL;DR: In this paper, the role of retail and wholesale trade associations in resolving conflict in the distribution of goods and services has been investigated, and the authors report on the role that retail trade associations play in resolving conflicts in the system.
Abstract: Differing economic objectives among members of a channel of distribution often result in conflict in the system. This article reports on the role of retail and wholesale trade associations in resol...
77 citations
[...]
TL;DR: In this article, the authors examined the purchasing patterns of low-income families in small neighborhood stores and found that low income families are disproportionately targeted by high prices in small neighbourhood stores.
Abstract: Are low-income families victims of high prices in small neighborhood stores? This article goes beyond asking what prices small stores charge and examines the purchasing patterns of low-income famil...
TL;DR: A promotional warranty may be profitable for both a company and its customers as discussed by the authors, when demand and cost conditions favor its use, and it may be more liberal than a protective one.
Abstract: When demand and cost conditions favor its use, a promotional warranty may be profitable for both a company and its customers. Because a promotional warranty is more liberal than a protective one, b...
TL;DR: In this article, the differences between marketing at home and marketing at work are discussed and a comparison is made between the two domains is made. But both practitioners and academicians have emphasized the differences.
Abstract: Marketing technology has universal validity and potential universal applicability. To date, however, both practitioners and academicians have emphasized the differences between marketing at home an...
TL;DR: The industrial buying function is substantially more complex than it initially appears as discussed by the authors, and involves many people at all levels in a firm, often with vastly different views; it often is a protracted...
Abstract: The industrial buying function is substantially more complex than it initially appears. It involves many people at all levels in a firm, often with vastly different views; it often is a protracted ...
TL;DR: The application of the systems approach to marketing management promises to breathe new life into marketing research as mentioned in this paper, and the authors present their views of the relationship between deca-ture and marketing research.
Abstract: The application of the systems approach to marketing management promises to breathe new life into marketing research. In this article the authors present their views of the relationship between dec...
TL;DR: In this article, the authors explain that fashion trends can be detected fairly easily if the marketer is aware of certi cation of fashion trends, which is crucial to the success of companies in many industries.
Abstract: Keeping attuned to fashion trends is crucial to the success of companies in many industries. This article explains that fashion trends can be detected fairly easily if the marketer is aware of cert...
TL;DR: In this paper, the authors argue that past economic development efforts have overemphasized production problems and neglected marketing problems, and that marketing "barriers" exist which impede economic growth.
Abstract: Past economic development efforts have overemphasized production problems and neglected marketing problems. The thesis of this article is that marketing “barriers” exist which impede economic growt...
TL;DR: In this article, the cyclical nature of fashion rests on a firm belief that sellers can and do manipulate the market, and this belief is supported by empirical evidences that consumers can be capricious consumers.
Abstract: Are fads and fashions proof of a capricious consumer? Are they evidences that sellers can and do manipulate the market? According to this article, the cyclical nature of fashion rests on a firm fou...
TL;DR: The economic theory of competitive behavior emphasizes pricing and places relatively little emphasis on product, promotion, and distribution as mentioned in this paper, and the marketing executives of manufacturing companies tend to focus only on pricing.
Abstract: The economic theory of competitive behavior emphasizes pricing and places relatively little emphasis on product, promotion, and distribution. However, the marketing executives of manufacturing corp...
TL;DR: The number of aged spending units in the United States has increased dramatically as mentioned in this paper and what impact has this had on the contribution of the aged to aggregate expenditures and to the outlays for specific areas.
Abstract: The number of aged spending units in the United States has increased dramatically. What impact has this had on the contribution of the aged to aggregate expenditures and to the outlays for specific...
TL;DR: For example, British manufacturers have lagged behind the United States in developing unified marketing organizations as discussed by the authors, largely as a result of unique social and political circumstances and econ-constraints.
Abstract: British manufacturers have lagged behind the United States in developing unified marketing organizations. This has occurred largely as a result of unique social and political circumstances and econ...
TL;DR: A powerful set of forces may exist which compels new buyers of certain prodducts to act unwittingly as salesmen as discussed by the authors, and these buyer-salesmen frequently promote their recent purchases to friends and associates.
Abstract: A powerful set of forces may exist which compels new buyers of certain prodducts to act unwittingly as salesmen. These buyer-salesmen frequently promote their recent purchases to friends and associ...
TL;DR: For instance, this paper argued that advertising does not represent a dissipation of economic resources or their efficient use, and pointed out that advertising can be viewed as a form of marketing.
Abstract: Does advertising represent a dissipation of economic resources or their efficient use? Economists generally have been lined up on one side of this question and marketing men on the other. In this a...
TL;DR: The Cash Register Test of Sales Effectiveness as discussed by the authors showed that the consumer is almost appallingly literal in her expectation that the product will be exactly as pictured on the illustration and that a nonfunctional change in package design, such as a more appealing illustration, can double sales just as a wrong move can cut a brand's market share to less than half its standing immediately prior to the change.
Abstract: F a product to travel safely through the channels of distribution, it must have at least the minimum protection offered by the first generation of containers-such as cracker barrels, sugar sacks, and butter tubs. In an earlier day, retail merchants repackaged the contents of these containers into smaller, more convenient, and more practical units to meet the individual needs of their customers. With the advent of self-service, products came out from behind counters to within easy reach of consumers' hands. For self-service to work, the container had to be in its final selling form, and it had to assume a far greater part of the sales burden-in short, it had been transformed from a mere container into a second-generation package. In the selling environment of a modern supermarket, in competition with as many as 7,000 other items, the potential contribution of a superior package to profitability is simply too great to be ignored. Even a non-functional change in package design, such as a more appealing illustration, can double salesjust as a wrong move can cut a brand's market share to less than half its standing immediately prior to the change. These are not merely sweeping generalizations; they reflect actual sales tests conducted for some of the largest and most knowledgeable marketing organizations in the United States (for a more complete description of the mechanics of these tests, see \"A Cash Register Test of Sales Effectiveness\" in the JOURNAL OF MARKETING, April, 1962). One of the most important findings resulting from this research is that the consumer is almost appallingly literal in her expectation that the product will be exactly as pictured on the illustration. In one instance, a manufacturer of frosting mix \"improved\" the package by changing the illustration of the frosted cake to what was thought to be a much more
TL;DR: In this article, some specific suggestions are offered on ways to utilize preference tests and to avoid costly neglect of the “contents of the package.”
Abstract: The consumer preference test can be a valuable source of information in effective management of the firm's product offering. In this article, some specific suggestions are offered on ways to utiliz...
TL;DR: In this article, the authors apply operations research to selling strategy offers significant opportunities for understanding how the market responds to sales effort and for better strategy decisions, but the application of operations research is limited.
Abstract: Effective application of operations research to selling strategy offers significant opportunities for understanding how the market responds to sales effort and for better strategy decisions. Lack o...
TL;DR: In this article, a new approach to product pricing is presented, which provides a formal vehicle to harness the judgment, experience, and intuition of businessmen, and provides an operational approach for qu...
Abstract: This article presents a new approach to product pricing which provides a formal vehicle to harness the judgment, experience, and intuition of businessmen. It provides an operational approach for qu...
TL;DR: In this paper, a model is developed which shows that there are many parallels between the transfer of R&D results from the laboratory to the marketplace, and mass transfer between liquid systems.
Abstract: There is a body of literature dealing with the problem of moving R&D results out of the laboratory and into the marketplace. However, a conceptual framework placing the various factors in this flow into a unified model to explain the diffusion process has not previously been presented.In this article a model is developed which shows that there are many parallels between the transfer of R&D results from the laboratory to the marketplace, and mass transfer between liquid systems.
[...]