Marketing Commons^™

Advertising Research Issues From Ftc Versus Stouffer Foods Corporation, J. Craig Andrews, Thomas J. Maronick

Marketing Faculty Research and Publications

Extrinsic evidence is frequently offered in Federal Trade Commission advertising deception cases, most often in the form of advertising research, such as copy tests. Although generally accepted principles exist for copy test evidence presented before the Commission, how these principles are operationalized can provide fertile ground for challenges. Thus, the authors review six copy testing and ad interpretation issues from the recent Stouffer Foods case. The authors discuss difficult tradeoffs inherent in relative versus absolute claims, multiple claims, control ad groups, control questions, and disclosure information. The careful consideration of such trade-offs in advertising research decisions will help in the …

The Ethics Of Business: Improving Or Deteriorating?, Gene R. Laczniak, Marvin W. Berkowitz, Russell G. Brooker, James P. Hale

Marketing Faculty Research and Publications

No abstract provided.

Are Smaller Firms More Export Competitive? A Study Of Brazilian Firms, Roque Zin, Paulo Fernando Pinto Barcellos, Syed H. Akhter

Marketing Faculty Research and Publications

This article analyses the export performance of Brazilian firms from 2002 to 2010, when the Brazilian currency became stronger. Firms were classified according to their size (micro, small, midsize and large) and to exports volume in American dollars (USD). The Revealed Comparative Advantage Index (Balassa, 1965) was used to analyse the effects of currency fluctuations on export performance.¹ Results indicate that despite unfavourable conditions caused by currency appreciation, smaller firms increased exports volume and improved competitiveness more than large firms.

Review Of The Tangled Web They Weave: Truth, Falsity, & Advertisers By Ivan L. Preston, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

Towards 2000: A Tougher Future For Australian Business?, Gene R. Laczniak, Anthony Pecotich, Angela Spadaccini

Marketing Faculty Research and Publications

The paper reports on the future business environment expected by top level Australian executives. It forecasts environmental changes to the year 2000 and updates projections reported in an earlier study. Specifically, top managers from 171 of Australia's largest 500 corporations provide their views concerning world ecology, the economy, technology and political-social developments. Their perceptions are then linked to specific competitive strategies that are evoked by the long-range forecast which they expect.

A Theological Context Of Work From The Catholic Social Encyclical Tradition, Michael John Naughton, Gene R. Laczniak

Marketing Faculty Research and Publications

This article draws upon 100 years of writings which are referred to as the Catholic Social Tradition (CST). Using this tradition as a guide, the nature of work is explored along with the principles and virtues which vitalize the deepest dimension of work — how it affects the dignity of the human person. It develops five operational ethical principles which can be applied to questions of workplace ethics. Organizational policies and programs that seem consistent with CST are also discussed.

Michael Naughton is Assistant Professor of Management and Theology at the University of St. Thomas (MN). Dr. Naughton's major research …

Marketing Ethics: Onward Toward Greater Expectations, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

Marketing In Higher Education: A Stage Model Concerning Where It's Been And Where It's Going, Jeanne M Simmons, Gene R. Laczniak

Marketing Faculty Research and Publications

The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)

Believability And Attitudes Toward Alcohol Warning Label Information: The Role Of Persuasive Communications Theory, J. Craig Andrews, Richard G. Netemeyer, Srinivas Durvasula

Marketing Faculty Research and Publications

Based on tenets of persuasive communications theory, five recently proposed alcohol warning labels are examined for their differential impact on label believability and attitudes. While all warnings are rated as believable, the ones regarding birth defects and driving impairment are perceived to be significantly more believable than the others. In addition, persons with more favorable attitudes toward alcohol consumption tend to disbelieve specific instance hazards (e.g., birth defects, driving impairment and drug combination warnings), while disliking longterm risks of alcohol consumption and abuse (e.g., hypertension, liver disease, cancer and addiction warnings). Implications for public policy and researchers are discussed.

Cooperative International Direct Marketing: An Alternative For Asian-Pacific Countries To Increase Exports To Industrial Market Economies, Syed H. Akhter, Yusuf A. Choudhry

Marketing Faculty Research and Publications

Exporters from Asian-Pacific Countries can successfully establish marketing presence in Industrial Market Economies by directly marketing products in these country markets. Direct marketing potential in Industrial Marketing Economies can be determined by examining two critical factors: the direct marketing infrastructure and emerging environmental changes. Although the resource requirement for direct marketing is quite substantial, exporters, who combine their resources to engage in cooperative international direct marketing, will find it easier to establish marketing presence in Industrial Market Economics.

The Marketing Of Political Candidates: Current Tactics And Future Strategies, Clarke L. Caywood, Gene R. Laczniak

Marketing Faculty Research and Publications

Alexander Haig, Jr., a 1988 presidential hopeful, remarked, concerning campaign politics: "I have learned the secret of life--it's in marketing" (1986). The emergence of marketing in non-business organizations, so well documented in recent writings, is accented by its ascendancy in politics (Laczniak and Caywood 1987; "Four More years" 1985; Mauser 1983; Rothschild 1978). Any campaign manager interested in applying orthodox marketing principles to his or her craft will find the use of marketing techniques in the political sphere particularly instructive.

International Market Entry Strategies And Level Of Involvement In Marketing Activities, Syed H. Akhter, Roberto Friedman

Marketing Faculty Research and Publications

No abstract provided.

The Impact Of Past Performance On Expectations Of Future Success: An Investigation Of Australian Managers, Edward J. Inderrieden, Gene R. Laczniak, Anthony Pecotich

Marketing Faculty Research and Publications

Competition among firms for market share and differential advantage is at an all-time high [3]. Moreover, investment in research and development (R&D) is seen as a major strategy in attaining and maintaining any competitive edge [4]. Little is known, however, about how experiencing poor performance in R&D endeavors affects managers' perceptions of future opportunities for success in his or her company. Do managers believe that success breeds success, while poor performance is an indication of continued problems in the future? Or do managers believe that poor past performance is unrelated to future performance? Additionally, are some individuals prone to experience …

Executive's Scoreboard: Ceos Respond To The Economics Pastoral, T. R. Martin, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

The Case For And Against Televised Political Advertising: Implications For Research And Public Policy, Gene R. Laczniak, Clarke L. Caywood

Marketing Faculty Research and Publications

No abstract provided.

The Business Environment Of 1995 As Seen By Wisconsin Business Executives, Gene R. Laczniak, Steven C. Ross, Robert F. Lusch

Marketing Faculty Research and Publications

Like many states, particularly those in the so-called "rust bucket" of the industrial north, Wisconsin is concerned about its business climate. A number of different steps with the potential to make Wisconsin's business environment more hospitable have been taken. For example, the state income tax has been reduced; the state has partially funded a business development organization, Forward Wisconsin, to attract new companies to the area; and a state-appointed panel, the Wisconsin Strategic Development Commission, has filed its recommendations concerning the actions that should be considered in revitalizing the region's business community. This article provides another perspective. It reports upon …

Frameworks For Analysing Marketing Ethics, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

Incorporating Marketing Ethics Into The Organization, Gene R. Laczniak, Patrick E. Murphy

Marketing Faculty Research and Publications

No abstract provided.

Japanese Attitudes Toward American Business Involvement In Japan: An Empirical Investigation, Syed H. Akhter, Toshikazu Hamada

Marketing Faculty Research and Publications

Examines Japanese attitudes and behavioral intentions toward US products, firms, and government. Findings indicate that, although Japanese consumers do not regard US products as better than competing Japanese products, they still tend to purchase them. Furthermore, they want their government to keep an eye on US businesses, but not to set limits on market share and investments or restrict repatriation of profits. The respondents were open to the idea of Japanese scientists and firms sharing their technology with US firms. Presents the strategic implications of these findings.

Some Prescriptions For Marketing, Patrick E. Murphy, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

Dimensions Of Future Marketing, Gene R. Laczniak, Jon G. Udell

Marketing Faculty Research and Publications

No abstract provided.

Social Marketing: Its Ethical Dimensions, Gene R. Laczniak, Robert F. Lusch, Patrick E. Murphy

Marketing Faculty Research and Publications

No abstract provided.

Evaluating The Marketing Of Energy Conservation By Utilities, Gene R. Laczniak, Patrick E. Murphy, Richard Robinson

Marketing Faculty Research and Publications

No abstract provided.

Marketing Metrics To The American Public: An Interview With Dr. Eugene Laczniak, V. Mickevicius, Gene R. Laczniak

Marketing Faculty Research and Publications

One of the major problems confronting the metrication movement is the general lack of publicity and public awareness of the scope of the metric system. The work already performed as well as that still needed to be done to bring metrication to fruition needs considerable attention. The application of marketing principles and programs can have a potentially great effect on the success of the work of metric activists. During the course of this interview, conducted in late November, 1977, Dr. Eugene Laczniak suggests some of the ways in which marketing can be made to work for metrication; and he offers …

Futures Research: A New Perspective For Corporate Planning, Gene R. Laczniak, Robert F. Lusch

Marketing Faculty Research and Publications

No abstract provided.

Women Executives: Their Educational Needs In Marketing, Patrick E. Murphy, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

Marketing In 1985: A View From The Ivory Tower: How Will The Business Environment Of 1985 Affect Competitive Marketing Strategy?, Gene R. Laczniak, Robert F. Lusch, Jon G. Udell

Marketing Faculty Research and Publications

Inflation and recession, resource shortages, a web of ecological problems, changing social values, a proliferation of business regulations, and other developments of recent years have taken their toll on American business. Such changes in the external environment of business have stimulated academicians and writers for the general media to address questions such as: "Can Capitalism Survive:"; "Can Marketing Survive?"; "Will Shortages Bankrupt the Marketing Concept?" Others are directing their efforts to forecasting the uncertain future and the burgeoning discipline of "futures research."

This article reports on the application of one futures research technique-the solicitation of expert opinion-to the field of …

Industrial Marketing: By Industries Of The Milwaukee Industrial Areas, William Stephen Jelenchick

Bachelors’ Theses

My main purpose in choosing this topic for my thesis is because in its development I have been able to have actual contacts with men in the field of marketing. This first-hand experience has added to my knowledge of marketing that I have attained at school. I have endeavored to develop this topic in such a manner that the reader is able to get an idea of how "Industrial Marketing" is carried on by local industries. In my introduction I have brought out the vastness of industry, and dependence of the population upon it for a livelihood. Two other topics …

Cost Accounting For Marketing, Frederick J. Bohling

Bachelors’ Theses

The purpose of this thesis, "Marketing Coat Accounting," is to present the theory underlying the application of ·the principles developed in production costing to the field of sales costing. Distribution coating is a relatively new function of cost accounting, most of the discussion of it having occurred since 1925. Consequently there is little history to recite, except that many firms have introduced sales costing methods with satisfactory and highly successful results.

Because of the frequent lack of sympathy between the accounting and sales departments, a brief outline ·of our present-day marketing organization is presented in order that the accountant may …

Poster Advertising As A Modern Marketing Force, William F. Lukas

Bachelors’ Theses

Poster advertising is today one of the major advertising mediums, but it has earned itself a bad name because of the poor beginning it had in this country. In order to dispel the mal-impressions that have arisen and are at present in the minds of numerous people throughout the United States, I have here attempted to take up the matter in detail, showing the good points and the bad points as fairly as possible, and drawing my conclusions threfrom. Many of the sections are not a fair viewpoint of the matter because of the difficulty of obtaining convincing material on …