Journal of Marketing

Winer, Leon

doi: 10.1177/002224296502900101pmid: N/A

What is wrong with the marketing planning methods many companies use? Can something useful be learned by examining the procedures of leading companies and reviewing the literature of planning? What should a company do NOW to improve its marketing planning?

Shaw, Steven J.

doi: 10.1177/002224296502900102pmid: N/A

In spite of enormous sums of money spent for research and development, an estimated 90% of all new products fail within four years of their introduction.The explanation, says the author, is not that consumer behavior is fickle and unpredictable, but rather that marketing managers do not fully understand the processes by which consumers accept or reject an innovation. In this article he indicates what the contributions of the behavioral sciences might be.

Naimark, George M.

doi: 10.1177/002224296502900103pmid: N/A

The prospective customer who feels the necessity of making his own personal evaluation of merchandise usually makes the retail establishment his point-of purchase. However, as the customer increases his willingness to rely on others for shopping information and guidance, his point-of-purchase can shift away from the store and into the home or office.The author shows why this is happening and he gives some interesting implications. Other factors contributing to such a shift, and the implications of the growth of this away-from-the-store shopping are also discussed.

Miracle, Gordon E.

doi: 10.1177/002224296502900104pmid: N/A

There is real need for increasingly rigorous generalizations and analytical models of the behavior of the elements in any given marketing system.The model presented here provides a means of predicting, or justifying, a marketing mix for a product with given characteristics.

Gordon, Howard L.

doi: 10.1177/002224296502900105pmid: N/A

Many of the tools that marketing researchers have can help to overcome selling obstacles. But what does it matter how precise their techniques are if researchers cannot persuade managements how and when to use these techniques?Nothing happens until somebody sells something. This applies to marketing research, too.

Sherbini, A. A.

doi: 10.1177/002224296502900106pmid: N/A

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

Wolfson, Joel

doi: 10.1177/002224296502900107pmid: N/A

More than 1,100 organized commodity groups in-invest over $75 million each year for advertising and promotional purposes.This article reviews some current thinking on agricultural promotion programs. The principles stated at the end of the article may be applicable to product promotion both within and without the area of agriculture.

Lynn, Robert A.

doi: 10.1177/002224296502900108pmid: N/A

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

doi: 10.1177/002224296502900109pmid: N/A

This statement is a summary of the basic ideas or convictions about marketing which are shared by the marketing faculty of The Ohio State University.It was formulated by them in order to provide the faculty with a formally stated sense of purpose … a means of unifying individual efforts … a tool for achieving consistency … a guideline for maintaining charted courses … a basis for evaluating marketing educational and research programs … a prerequisite to the development of a formally stated philosophy of marketing education … and a statement to clarify their views to the academic and business community.

Bartels, Robert

doi: 10.1177/002224296502900110pmid: N/A

What is the place of traditional marketing analysis in recent managerial, social, and quantitative interpretations of marketing?Here is a framework for the integration of marketing thought in the concept of marketing as a social process.