Journal of Consumer Marketing

Lantos, Geoffrey P.

doi: 10.1108/eb008174pmid: N/A

The Need for Ethical Standards The 1970's and 1980's have witnessed an increased concern about building an ethical foundation upon which to make better business decisions in those areas where the Tightness or wrongness of those decisions is open to question. Ethics is the name given to the attempt to think through the moral implications of human actions business ethics is the study of the morality of business decisions and the determination of standards for those decisions.

Cron, William L.; Slocum, John W.

doi: 10.1108/eb008175pmid: N/A

There is growing awareness that careers grow and change in a variety of ways during a person's work life. One change is in people's concerns and goals for their careers. This article discusses how people's career concerns will change over their working lives. The results indicate that the career goals of salespeople have a significant relationship to job attitudes and behavior. Management implications for recruiting and selection, motivating individual salespeople, and strategic sales force analysis are discussed.

Walle, Alf H.

doi: 10.1108/eb008176pmid: N/A

The increased attention being directed toward nonquantitative socalled relativistic research designs within marketing has encouraged marketing's use of methods that were developed in the softer social sciences. Representative of such trends is Sidney Levy's use of mentalstructuralist mythological theory within the context of consumer behavior. This paper demonstrates how another school of mythology Jungian analysis can be used to deal with consumer behavior and the way consumers respond to certain advertisements. Although serious methodological problems exist in Jungian analysis, techniques that explore the impact of universal innate human thought upon consumer behavior can be useful. As a specific example, the archetype of the athlete and its relation to consumer behavior and product promotion will be discussed.

Shanklin, William L.

doi: 10.1108/eb008177pmid: N/A

The majority of startup businesses fail, many for marketingrelated reasons. Estimates of the new product failure rate across all sized companies range anywhere from 30 to 80 or more, which is high even on the conservative side. These kind of results make one adage apropos If people learn from their mistakes, many are getting a fantastic education.

Ward, John L.; Stasch, Stanley F.

doi: 10.1108/eb008178pmid: N/A

This paper addresses the question of when market leaders are most likely to be attacked. It does so by discussing the circumstances associated with competitors' attacks on 21 market leaders. These circumstances and the 21 competitive encounters are used to present a twelvepoint checklist which market leaders can use in answering the title question.

Burns, Alvin C.

doi: 10.1108/eb008179pmid: N/A

The marketing manager has little or no guidance in formulating competitive strategies. This article presents a marketing strategy planning tool based on customers' perceptions of the positions of competing brands across various product attributes. The method, called Simultaneous ImportancePerformance Analysis, advocates focusing attention on relevant competitors' positions and attacking or defending market territory selectively. An example of its application is provided to illustrate its usefulness. The tool provides a framework for prioritizing alternative marketing strategies and is helpful in deciding on the allocation of limited marketing resources to design an efficient shortrange marketing plan. We will first discuss the nature of competitive advantage strategy and look at the marketing manager's dilemma on how to select tactics to develop a competitive advantage. We will then describe and illustrate simultaneous importance performance analysis, based on importanceperformance analysis. Finally, we will suggest how this technique might be integrated into a company's strategic planning system.

Mizerski, Richard W.; Dennis White, J.

doi: 10.1108/eb008180pmid: N/A

Consumers' emotions have a significant influence on purchase and consumption decisions for a wide variety of products. A good example of this phenomenon can be found in the candy and snack market, where consumer responses are a product of a sizable number of emotionladen situations that may be exploited in advertising strategy. Candy is often used as a reward for appropriate behavior in childhood, as well as a gift or positive message among adults for events such as Valentine's Day, anniversaries, and birthdays. On the other hand, many consumers believe that candy and snacks have negative consequences if they are used excessively. By capitalizing on these and similar past experiences through the firm's advertising efforts, the marketer of confections can either attempt to alleviate negative, or accentuate positive emotional feelings directed toward the brand or product class. Emotions appear to play a similar role in other consumer products such as tobacco, liquor, automobiles as well as many food products. Emotional, experiential, and aesthetic behaviors that normally lie beyond the scope of traditional marketing are currently receiving extraordinary attention. Although some have argued that these aspects of consumption activity are deserving of study in their own right, practitioners have realized that understanding the dynamics of activities such as emotional experience can assist in developing marketing strategy. Although our present knowledge of buyer and consumer emotional experience is relatively limited, this article will provide some structure to what we do know, in an effort to apply it to the advertising area.

Greco, Alan J.

doi: 10.1108/eb008181pmid: N/A

For many years the senior citizen market has been eclipsed by the youth market. This has been especially true in the market for apparel. While manufacturers, such as Levi Strauss, have offered fullercut clothing and jeans for the mature consumer, a void still exists in the fashion clothing market for older Americans.

Ries, Al; Trout, Jack

doi: 10.1108/eb008182pmid: N/A

Advertising has become a strategic weapon rather than a tactical one. Advertisers no longer run ads to sell products, they run ads to establish a position. Advertising is too expensive to justify on the basis of today's results. A oneminute commercial on the 1987 Super Bowl costs you more than a million dollars. Yesterday, readership was the key measure of an ad's effectiveness. Today, most advertisers pay little attention to readership reports and coupon contents. They want to know what position they occupy in the minds of the prospects.

Dawson, Lyndon E.; Mayer, Morris L.; Keith, Janet E.

doi: 10.1108/eb008183pmid: N/A

Resale price maintenance has been used as a management strategy for a long time. Even in the face of unfavorable court decisions, the concept, like a Phoenix, continues to rise from its ashes. Much evidence indicates a strong desire by some manufacturers to control their product's prices throughout a distribution channel. However, businesses must be careful not to overstep legal bounds in the implementation of an aggressive price policy. This article looks at resale price maintenance as a management technique and offers guidelines for the prospective marketer.