American Marketing Association Research Articles

MANAGING THE OUTERFACE: A LOWER‐COST, LOWER‐RISK WAY TO NEW‐PRODUCT SUCCESS

A few years ago Dick Laster, executive vice president of General Foods, was addressing the American Marketing Association on the subject of success and failure in new products. The title of his speech was, “Managing the Interface Between Marketing and R&D.” Dick's opening remark was, “I was thrilled when they told me the subject they wanted me to talk about today—because, frankly, I've never been sure until now that there was an Interface.”

From the Editor

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.

Consumer Panels. Sudman, Seymour, and Robert Ferber. Chicago: American Marketing Association, 1979

Consumer Panels. Sudman, Seymour, and Robert Ferber. Chicago: American Marketing Association, 1979

Book Review Section : Macromarketing: A Canadian Perspective Edited by Donald N. Thompson, Patricia Simmie, Louise Heslop, and Stanley J. Shapiro (Chicago: American Marketing Association, 1980

Book Review Section : Macromarketing: A Canadian Perspective Edited by Donald N. Thompson, Patricia Simmie, Louise Heslop, and Stanley J. Shapiro (Chicago: American Marketing Association, 1980

Book Reviews : PRODUCTIVITY IN MARKETING by Louis P. Bucklin (Chicago: American Marketing Association, 1978. 117 pp. $10.00)

Book Reviews : PRODUCTIVITY IN MARKETING by Louis P. Bucklin (Chicago: American Marketing Association, 1978. 117 pp. $10.00)

Predicting Unethical Behavior Among Marketing Practitioners

A differential association model of unethical behavior was utilized to predict unethical behavior among marketing practitioners. The data were collected through a systematic random sample of 280 marketing managers selected from the 1975 American Marketing Association roster. Newstrom and Ruch 's 17-item ethics scale was used to develop six types of predictors of unethical behavior, "What I do, " among marketers. These six types of variables included (1) the marketer's beliefs, "What I believe"; (2) what the marketer thought his peers believed, "Peer beliefs"; (3) what the marketer thought top management believed, "What top management believes"; (4) what the marketer thought his peers did, "What my peers do"; (5) the opportunity the marketer thought his peers had to become involved in un-ethical behavior, "Opportunity for peers"; and finally (6) the opportunity the marketer himself had to become involved in unethical behavior, "Individual opportunity." In the case of these marketing practitioners, their perceptions of what their peers do and their own opportunity to become involved in unethical behavior that involved others were better predictor variables than were any of the other variables analyzed.

Children's Television Advertising: The Attitudes and Opinions of Elementary School Guidance Counselors

Questions concerning the impact of television on children in American society have been posited since the initial presence of that pervasive medium. Recently, Brown reviewed the research in this area illustrating its continued importance (1). The issues involved in television advertising to children have not been surfaced as long but have become heated in recent years. Evidence of the importance of this area is documented well by Ward, Wackman and Wartella in their research into cognition and children's TV advertising and Barry in his extensive review of research regarding children and television advertisng (2,3). Actions by the Federal Trade Commission, Federal Communications Commission and Action for Children's Television, among other groups further testify to the significance of this issue and public opinion surrounding it. Barry and Hendricks called for more input from those sectors of society which deal with children on a day-to-day basis with the hopes that these inputs would be valuable to public policy makers in the guidance of public policy for advertisers and marketers communicating to the child audience via television (4). The authors report that the elementary school guidance counseling profession is the fastest growing among all of the helping professions and the counselor plays an important role in the observation and development of the child in the socialization process. They contend that elementary school guidance counselors, along with parents and teachers are in a unique position to observe children during their developmental years. Data obtained from this heretofore untapped segment of society can offer advertisers feedback regarding perceptions of important socialization agents who interact with children on an almost daily basis. This feedback may shed light on the process advertisers might engage in to more effectively Thomas E. Barry is Associate Professor of Marketing in the School of Business, Southern Methodist University, Dallas, Texas. His primary teaching and research interests are in marketing and advertising management and he has been an Outstanding ProfessorAward winner at SMU. Barry is a member of the American Marketing Association, Beta Gamma Sigma, Alpha Kappa Psi, Sigma Iota Epsilon and theAmerican Academy of Advertising. His writings have appeared in the Journal of Advertising, Journal of Advertising Research, European Journal of Marketing, California Management Review and Journal of the Academy of Marketing Sciences, among others. His present research interest is children's television advertising. He received his Ph.D. from North Texas State University in 1971. He has consulted for the Dallas-Ft. Worth Regional Airport, Long Lines Division of AT&T, University Computing Company, Neiman-Marcus and other Dallas area organizations.

The development of a mobility index based on a factor analysis of the socio‐economic characteristics of households

Anthony J. Faria is an associate professor and Chairman of Marketing in the Faculty of Business Administration at the University of Windsor. A graduate of Michigan State University, he received his Ph.D. degree in 1974. Dr. Faria is a member of the American Marketing Association, Southern Case Research Association, the Association for Business Simulation and Experiential Learning, and the North American Simulation and Gaming Association. Dr. Faria has authored a marketing simulation game entitled COMPETE: A Dynamic Marketing Simulation and has published in the Journal of Marketing, Journal of Small Business Management, Pittsburgh Business Review, Traffic Quarterly, Retail Control, Atlanta Economic Review, Retail Directions, Department Store Economist, The Southern Business Review, Business and Society, and the Marquette Business Review. In addition, he has participated in various seminars for the business community.

American Marketing Association

American Marketing Association

Marketing News. American Marketing Association, Suite 606, 222 S. Riverside Plaza, Chicago, Illinois 60606. Volume X, Number 17, March 11, 1977. 12p. 12¢

Marketing News. American Marketing Association, Suite 606, 222 S. Riverside Plaza, Chicago, Illinois 60606. Volume X, Number 17, March 11, 1977. 12p. 12¢

Organizational buying behavior: Hypotheses and directions

This paper presents some highlights drawn from a two-day workshop on organizational buyer behavior cosponsored by the Graduate School of Business, University of Pittsburgh and the American Marketing Association. The highlights are presented in the form of ideas which are both deserving and in need of further exploration. The highlights are the collective ideas of the participants as interpreted by the authors from conference transcripts. No formal papers were presented; however, some participants contributed papers which were circulated in advance of the workshop. These papers are highly recommended for reading and are being reprinted (Bonoma and Zaltman, forthcoming; see listing at the end of this paper).

Ethics in marketing research

At a time when ethical and moral standards in business are under scrutiny, it is instructive to look at some of the problems encountered in one area of marke t ingtha t of the client-consultant relationship in marketing research. The American Marketing Association's Marketing Research Code of Ethics refers only briefly to this problem: To the extent that there is involved in a research project a unique design involving techniques, approaches or concepts not commonly available to research practitioners, the prospective user of research shall not solicit such a design from one practitioner and deliver it to another for execution without the approval of the design originator. This code is concerned with general standards throughout marketing research and deals mainly with abuses by practitioners and interviewers as one part of the ethical problems of marketing research. This article will deal with ethical conduct from a different perspective, that of the practicing marketing researcher who may at times suffer from unfair actions by clients. We base our analysis on the findings of a survey of 420 marketing research firms, the authors' experiences, and numerous interviews with research practitioners. It is hoped that by airing the issues and possible solutions, gea te r firm/client cooperation and satisfaction will result.

Wells, William D.Life Style and Psychographies. American Marketing Association, 1974

(1976). Wells, William D. Life Style and Psychographies. American Marketing Association, 1974. Journal of Advertising: Vol. 5, No. 1, pp. 43-44.

Translating Marketing Research into Public Policy. J. R. Brent Ritchie and Roger L. Labreque. 1974 Combined Proceedings, American Marketing Association, 222 South Riverside Plaza, Chicago, Illinois 60606. 5p

Translating Marketing Research into Public Policy. J. R. Brent Ritchie and Roger L. Labreque. 1974 Combined Proceedings, American Marketing Association, 222 South Riverside Plaza, Chicago, Illinois 60606. 5p

The Threats to Marketing Research

Several recent articles and comments [9, 22, 23] in this journal have drawn attention to the ethical problems confronting marketing researchers. There is mounting evidence that these ethical problems, while significant, are being overshadowed by a variety of environmental trends and questionable practices whose extent is only imperfectly understood [11, 15, 16]. However, their unwelcome presence is being increasingly felt through higher costs (via reduced response rates, more difficult interviewer recruiting, higher wages, and greater interviewer turnover rates) and problems with data quality, sample representativeness, declining public acceptance of surveys, and new demands for government restrictions. The seriousness of these problems is reflected in the recent establishment of the Committee on Public Attitudes Toward Survey Research by the American Marketing Association and the organization of the Council of American Survey Research Organizations [24]. The American Association of Public Opinion Research's Standards Committee is undertaking a study to document the experience of its members, particularly with respect to completion rates. The American Statistical Association has recommended the establishment of a small, full-time staff dedicated to studying the problems [16]. The purpose of this article is to complement these activities by first putting the various uncontrollable and controllable threats into perspective, and then proposing a specific program of on research designed to clarify the changing environment of marketing and provide a basis for industry-wide corrective action.

The Identity Crisis in Marketing

IN Conceptual Conflicts in Marketing, William G. Nickels reported that of 74 marketing professors surveyed, 95% felt that the scope of marketing should be broadened to include nonbusiness organizations, and 93% believed that marketing is not concerned solely with economic goods and services.1 These responses imply that marketing is something other than the official definition given by the American Marketing Association, something other than what is currently presented in most marketing textbooks, and something other than what marketing theory has yet been developed to express. In the marketing literature of the past few years, this broadened view has come to define marketing as the application of marketing functions or techniques to both economic and social, business and nonbusiness processes. The former pertain to the distribution of economic goods and services; the latter, to the dissemination of ideas, values, and programs of religious, educational, military, political, social service, and other types of institutions. The broadening of marketing to include the latter represents a shift of emphasis from economic to noneconomic subject matter, from physical to mental elements, and from entrepreneurial to societal activities. Wide acceptance of this viewpoint is evident in the survey. It is apparent also in current marketing literature, conferences, collegiate courses and, to some extent, in business practice. During the past 75 years many new, and usually broadening, concepts of marketing have appeared. Few, however, have gained the support that has been given to the idea that marketing rightfully encompasses such a diversity of activities. This change of viewpoint has occurred largely within the last 25 years, within scarcely two generations of marketing scholars. Some coming into the profession during this period may never have known marketing otherwise, having been educated primarily in its managerial, social, and quantitative aspects. Others may see marketing in a broader perspective, if not in broader scope. While normative criteria may be lacking to say how marketing should be defined, some profit may be found in a speculation as to why this viewpoint has come about and what its implications are relative to marketing theory, education, and practice.

The American Marketing Association in 1973

A current look at AMA membership.

The American Marketing Association in 1973

The American Marketing Association in 1973

American Marketing Association

American Marketing Association

American Marketing Association

American Marketing Association