American Marketing Association Research Articles

The Perceived Importance of Ethics and Social Responsibility on Organizational Effectiveness: A Survey of Marketers

A necessary but insufficient condition for marketers to act ethically and be socially responsible is that they must perceive ethics and social responsibility to be important. However, little is known about marketers’ perceptions regarding the importance of ethics and social responsibility components of business decisions. The objectives of this study are (1)to assess the marketing practitioners’ perceptions regarding the importance of ethics and social responsibility in achieving organizational effectiveness, and (2) to analyze the relative influences of selected personal characteristics and organizational factors underlying a marketer’s perceived importance of ethics and social responsibility. The results from a mail survey of American Marketing Association members indicate that the marketers generally believe that ethics and social responsibility are important components of organizational effectiveness. The results partly indicate that there is a positive relationship between a marketer’s corporate ethical values and his or her perceptions regarding the importance of ethics and social responsibility. The results also indicate that the marketers’ perceptions regarding ethics and social responsibility can be explained by idealism and relativism.

Ethical Ideologies of Future Marketers: The Relative Influences of Machiavelliamsm and Gender

This study analyzes the relative influences of Machiavellianism and gender on the two basic dimensions of marketing students' moral philosophies, idealism and relativism. Results from a mail survey of student members of the American Marketing Association show a negative relationship between Machiavellianism and idealism and a positive relationship between Machiavellianism and relativism. The results also indicate male students tend to be less idealistic and less relativistic than female students.

Early Days of International Advertising Education in the U.S.

Journal of Advertising, Volume XXIII, Number I March 1994 By the late 1950s, it seemed clear that international advertising was different in many ways from domestic U.S. There was already developing an international language of advertising (Dunn 1967). The dominance of advertising by U.S. agencies, companies and media was being challenged by advertising professionals in Europe and Japan. I tried to emphasize the need to tailor advertising strategy in Advertising: Its Role in Modern Marketing, first published in 1961 (Dunn 1961). It was hoped this step would encourage more advertising professors to include attention to international problems in their courses. As a Fulbright lecturer in France in 1959-60 and advertising researcher in Great Britain in 1960, I had a ringside seat for the opening of the European Common Market and the rise of advertising tailored for the French, British, German and Benelux markets. Returning to the U.S. in later 1960 I contacted the International Advertising Association, the Association for Education in Journalism, the American Marketing Association and several advertising professors to learn what they knew about international advertising education. The AEJ and the AMA had little to offer, and most professors I contacted agreed that international was important but were too swamped with other problems to give it special attention. However, the International Advertising Association (formerly the Export Advertising Association) was interested in helping promote international advertising in colleges and universities. James Gilbert, executive vice president and chief administrative executive of the IAA invited me to attend the World Congress of the IAA as its guest in Chicago in 1962. As far as I know, I was the only professor at that meeting attended by over 400 advertising professionals from around the world. One of the many problems facing professors interested in international advertising was the lack of an adequate textbook. None of the professors I contacted was interested in writing such a book, complicated and everchanging as the field was and small as the potential market seemed to be. Consequently I proposed to McGraw-Hill Book Company that a handbook with many contributors be complied and published. I would solicit writers, edit their work, translate manuscripts where needed, arrange for payment to authors and write at least one chapter. Fortunately McGraw-Hill agreed, and the 788-page International Handbook of Advertising was published in 1964 (Dunn 1964). It consisted of 76 articles on international advertising organization and procedures with a major section covering each important market in the world. Advertising Age (January 13, 1964) called it a massive reference source for the world of international advertising. In 1966, Management of International Advertising by Professor Gordon Miracle, which

Marketing norms: The influence of personal moral philosophies and organizational ethical culture

This study develops a scale, using the American Marketing Association’s code of ethics, to measure the marketing-related norms of marketing practitioners. The scale has five dimensions: 1) price and distribution, 2) information and contracts, 3) product and promotion, 4) obligation and disclosure, and 5) general honesty and integrity. The relative influence of personal moral philosophies and organizational ethical climate on the norms of marketers was also examined in this study.

Personal and professional values underlying the ethical judgments of marketers

This study explores the relative influences of two levels of value orientations, personal values and professional values, underlying the ethical judgments of marketing practitioners. The data were obtained from a mail survey of the American Marketing Association's professional members. The results generally indicate that a marketer's ethical judgments can be partially explained by his/her personal and professional values.

The American marketing association code of ethics: Instructions for marketers

This article addresses the two main obstacles — ignorance and conflict — that block the pathway to ethically proper conduct, both generally in business and specifically in marketing. It begins with a brief examination of theories of the moral good which emphasizes the Greco-Roman humanistic tradition and the Judeo-Christian religious tradition. A professional code of ethics, such as the code of the American Marketing Association, is meaningful only if human beings are regarded as making moral judgments that, objectively speaking, are morally wrong, that is only when the code is considered a set of moral absolutes.

Richness Curves for Evaluating Market Segmentation

/4/HERIG4N /MARKETING ?SSOCWT10N Richness C u r v e s f o r E v a l u a t i n g M a r k e t S e g m e n t a t i o n Author(s): Thomas P. Novak, J a n de Leeuw, B r u c e M a c E v o y Source: Journal of Marketing Research, V o l . 29, N o . 2 (May, 1992), pp. 254-267 P u b l i s h e d b y : American Marketing Association Stable U R L : http://www.jstor.org/stable/3172574 Accessed: 18/05/2011 18:10 Your use of the JSTOR archive indicates your acceptance of JSTOR's Terms and Conditions of Use, available at http://www.jstor.org/page/info/about/policies/terms.jsp. JSTOR's Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal, non-commercial use. Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained at http://www.jstor.org/action/showPublisher?publisherCode=ama. Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printed page of such transmission. JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing Research. m STOR http://www.jstor.org

From the American Marketing Association: Journal of Marketing Editorial Policy

From the American Marketing Association: <i>Journal of Marketing</i> Editorial Policy

Marketing ethics and education: Some empirical findings

This study explores possible links between educational background and ethics among marketing professionals. Data from two surveys of members of the American Marketing Association suggest that marketing professionals with master's degrees and higher are similar to their less educated counterparts in both their ethical standards and their intended ethical behaviors. Marketers with business degrees, however, have lower ethical standards than do graduates of non-business programs, though they report behavior as ethical as that of their non-business educated peers. Business schools may be producing cynics likely to accept marginal behaviors of colleagues though not likely to engage in such behaviors themselves.

Research Note: Selected Factors Influencing Marketers' Deontological Norms

This paper focuses on deontological norms of professional marketers. The data were obtained from a mail survey of American Marketing Association members. The results generally indicate that deontological norms are a function of Machiavellianism and locus of control. That is, as hypothesized, those high in Machiavellianism and with an “external” locus of control tend to be “lower” in their deontological norms than their counterparts. This study, however, found no relationship between organizational culture and deontological norms. Nevertheless, to a certain degree, an organization, by means of its codes of ethical enforcement, can affect its employees’ deontological norms in a positive way. The results also indicate that business experience positively correlate with deontological norms and that there was no significant relationship between gender and deontological norms.

Perceived Conduct and Professional Ethics Among Marketing Faculty

This paper describes the results of a mail survey to the educator membership of the American Marketing Association. Data were collected regarding beliefs about both the frequency of occurrence and severity of 59 ethical issues facing marketing faculty. The research questions examined include: What unethical practices are believed to most commonly occur? What practices are most severe? How do these beliefs vary by faculty rank and size and type of school? Implications for both the improvement of marketing education and for future research are provided.

Marketing Ethics: Factors Influencing Perceptions of Ethical Problems and Alternatives

This article provides a partial test of the emerging descriptive theories in marketing ethics. The data were obtained from a mail survey of American Marketing Association members. The results tend to support the hypotheses that ethical policies of organizations and Machiavellianism influence many aspects of the marketer's ethical decision making.

Strategies Behind the Winners and Losers

Each year, the American Marketing Association recognizes new product excellence with the Edison Awards, named after (not surprisingly) Thomas Alva Edison. The recipients represent the best new products of the previous year based on the vote of 250 leading marketing and advertising executives recruited by AMA. These products, primarily in consumer electronics, package goods, and automotive segments, are chosen based on their innovation and marketplace success.

Perceived Societal Benefit of Selected Product Classes: A Test of a Product Differentiation Framework

Products can be differentiated in many ways. Some are more socially useful than others. The purpose of the present research was to test empirically the relative positioning of selected goods and services on a product differentiation framework which uses long-term societal welfare as the benchmark. Three different samples believed to hold divergent views regarding product differentiation strategies-consumerists, Federal Trade Commission staff members, and American Marketing Association practitioners-were studied via a mail survey. Results of the analyses provided general support for the relative ranking proposed by Murphy and Enis (1974-75), although several departures from prediction also were found. Implications are drawn for managers, policy makers, and researchers for expanding the use of the framework. These implications concerning the ecological and societal effects of marketing activities are particularly important for macromarketing research.

Job Satisfaction Level of Marketing Faculty

A survey conducted of members of the American Marketing Association evaluated faculty job satisfaction. The study reports satisfaction levels of faculty, area of the country in which these faculty reside, and the reasons faculty have for wanting to remain at or leave their present positions.

Defining Marketing: A Market‐Oriented Approach

Traditionally marketing as it is perceived all over the Western world is based on definitions agreed on in the US by the American Marketing Association and presented in American textbooks. This definition is, however, based on American conditions and, moreover, mainly geared to the customer relationships of manufacturers of consumer packaged goods and durables. More recent research in Europe on service marketing and industrial marketing suggests a somewhat different approach to defining marketing. Long‐term customer relationships are considered as the cornerstone of marketing, and a definition of marketing which is geared to this notion is suggested.

Developing, Disseminating, and Utilizing Marketing Knowledge

The American Marketing Association's Task Force on the Development of Marketing Thought, organized in late 1984, has completed six position papers on how the marketing discipline develops, disseminates, and utilizes marketing knowledge. This article summarizes these position papers and the Task Force's recommendations to the AMA. Though the recommendations have been submitted formally to the AMA, many of them are directed also to marketing faculties of business schools, as well as to marketing practitioners. This interim report is intended to foster discussion and debate among marketing professionals interested in the advancement of marketing knowledge.

1986 Macromarketing Seminar Abstracts

The 1986 Macromarketing Seminar was hosted by the University of Colorado at Boulder, Colorado, August 7-10. Donald Shawver, University of Missouri, was Program Chairman. Charles Goeldner, University of Colorado, was Arrangements Chairman. More than 40 participants discussed macromarketing research and theory. Abstracts of papers formally presented at the seminar follow. Readers wishing complete copies of these papers may request them directly from authors. The Twelfth Macromarketing Seminar will be held at the Loyola Campus of Concordia University in Montreal, Quebec, Canada, following the American Marketing Association Educators Conference, in August 1987. Program Chairman is Charles Ingene, University of Washington. Arrangements Chairman is Christopher Ross, Concordia University.

1985 Macromarketing Seminar Abstracts

The 1985 Macromarketing Seminar was hosted by George Washington University at Airlie House, Airlie, Virginia, August 15-18. Nearly 50 participants met to discuss research and theoretical developments. Abstracts of formal papers presented at the seminar follow. Readers wishing complete copies of these papers may request them directly from authors. The Eleventh Macromarketing Seminar will be held in Boulder, Colorado, following the American Marketing Association Educators Conference in August 1986. Program Chairman is Professor Donald Shawver, University of Missouri, Columbia. Arrangements Chairman is Professor Charles Goeldner, University of Colorado, Boulder.

1984 Macromarketing Seminar Abstracts

The 1984 Macromarketing Seminar was hosted jointly by the University of British Columbia and Simon Fraser University at Vancouver, British Columbia, Canada, August 16-19. Nearly 50 participants met to discuss macromarketing research and theory. The Call for Papers included a special request for work on the role of marketing in economic development. Abstracts of papers formally presented at the seminar follow. Readers wishing complete copies of these papers may request them directly from authors. The Tenth Macromarketing Seminar will be held in Washington, D.C., following the American Marketing Association Educators Conference, in August 1985.