articol 2 mark

8/10/2019 articol 2 mark

1/3

Annual Marketing Research Conference, 1953 by Donald R. G. CowanReview by: Hugh G. WalesJournal of Marketing, Vol. 19, No. 1 (Jul., 1954), pp. 108-109Published by: American Marketing AssociationStable URL: http://www.jstor.org/stable/1246903.

Accessed: 07/01/2015 10:34

Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at.http://www.jstor.org/page/info/about/policies/terms.jsp

.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 [email protected].

.

American Marketing Associationis collaborating with JSTOR to digitize, preserve and extend access to

Journal of Marketing.

http://www.jstor.org

This content downloaded from 193.226.34.229 on Wed, 7 Jan 2015 10:34:30 AMAll use subject to JSTOR Terms and Conditions
http://www.jstor.org/action/showPublisher?publisherCode=amahttp://www.jstor.org/stable/1246903?origin=JSTOR-pdfhttp://www.jstor.org/page/info/about/policies/terms.jsphttp://www.jstor.org/page/info/about/policies/terms.jsphttp://www.jstor.org/page/info/about/policies/terms.jsphttp://www.jstor.org/page/info/about/policies/terms.jsphttp://www.jstor.org/page/info/about/policies/terms.jsphttp://www.jstor.org/stable/1246903?origin=JSTOR-pdfhttp://www.jstor.org/action/showPublisher?publisherCode=ama


2/3

108 THE JOURNAL OF

MARKET~~~~~~~~~~~

08 THE JOURNAL OF

MARKET~~~~~~~~~~~

doing

this rather well

in view

of

the inevitable

limitations

of

space,

although

results

do not

run

evenly,

which

is

to be

expected

where the

matter

is

the

product

of

14

different

contribu-

tors. The discussions are well supported by up-

to-date statistics.

And

over

half

of the

chapters

contain

carefully

constructed charts

portraying

the

marketing

channels. The brief summaries

at

the end

of

many

of

the

chapters

are

very

helpful.

The

sweep

of this

part

of

the

volume is

so

broad

and

its detail so

variegated

that we must

be content with

the

briefest of

remarks on

se-

lected

high-spots

of each contribution. The

analysis

of the dealer

contract in the Automo-

biles

chapter

is

quite thorough.

The chart

of

automobile tire channels is especially good and

includes

important

quantitative

data. The na-

ture

of S.A.P. orders

and of

canners'

with-

drawals

is

clearly

established

in the

canned

goods monograph.

The

chapter

on Frozen Foods

exemplifies

a

product

that had

to

develop

its

channels

in

the

face of keen

competition

while

contending

with

the added burden

of

refriger-

ation. The

development

of

marketing

channels

for

washing

machines

is

shown

to have

passed

through

three

distinct historical

periods.

The

whole

treatment

of meat

marketing

channels

is extraordinarily thorough (57 pages) for a vol-

ume

of

this

sort

and

contains

a

good

section on

marketing

costs. The

peculiar types

of

primary

suppliers

that head the channels is

of

special

interest

in

the

monograph

on

men's suits.

A detailed

and

original

chart of

the

distri-

bution channels

for

petroleum

and

its

products

serves as an

excellent

framework for

organizing

one's idea

of

the

complex marketing system

used

for

these

products.

The wide

diversity

of

individual

items in the shoe trade is shown

to

be

the

key problem

of

its

trade

channels. The

chapter on Steel, although regrettably brief,

gives

a

good

prospective

of the

types

of steel

warehouses. The

complexity,

if not

chaos,

of

textile

channels

is

brought

into

orderly

and

un-

derstandable

arrangement

in

the treatment

here,

with

an

interesting

section

specially

de-

voted

to

the WHY of such

channels.

Finally,

the

women's

apparel

chapter

draws

a

sharp,

clear

picture

of the

what ,

how

and

why

of

trade

channels for

a

high-fashion

product.

Part III

covers channel

policies

and

legisla-

tion.

Although

the

chapter (by

Delbert

J.

Dun-

can) of 36 pages that deals with the selection

of

channels covers

for

the most

part

a

familiar

terrain,

it

constitutes

an

excellent

summary

of

the

subject.

The

two

chapters

on

Analytical

doing

this rather well

in view

of

the inevitable

limitations

of

space,

although

results

do not

run

evenly,

which

is

to be

expected

where the

matter

is

the

product

of

14

different

contribu-

tors. The discussions are well supported by up-

to-date statistics.

And

over

half

of the

chapters

contain

carefully

constructed charts

portraying

the

marketing

channels. The brief summaries

at

the end

of

many

of

the

chapters

are

very

helpful.

The

sweep

of this

part

of

the

volume is

so

broad

and

its detail so

variegated

that we must

be content with

the

briefest of

remarks on

se-

lected

high-spots

of each contribution. The

analysis

of the dealer

contract in the Automo-

biles

chapter

is

quite thorough.

The chart

of

automobile tire channels is especially good and

includes

important

quantitative

data. The na-

ture

of S.A.P. orders

and of

canners'

with-

drawals

is

clearly

established

in the

canned

goods monograph.

The

chapter

on Frozen Foods

exemplifies

a

product

that had

to

develop

its

channels

in

the

face of keen

competition

while

contending

with

the added burden

of

refriger-

ation. The

development

of

marketing

channels

for

washing

machines

is

shown

to have

passed

through

three

distinct historical

periods.

The

whole

treatment

of meat

marketing

channels

is extraordinarily thorough (57 pages) for a vol-

ume

of

this

sort

and

contains

a

good

section on

marketing

costs. The

peculiar types

of

primary

suppliers

that head the channels is

of

special

interest

in

the

monograph

on

men's suits.

A detailed

and

original

chart of

the

distri-

bution channels

for

petroleum

and

its

products

serves as an

excellent

framework for

organizing

one's idea

of

the

complex marketing system

used

for

these

products.

The wide

diversity

of

individual

items in the shoe trade is shown

to

be

the

key problem

of

its

trade

channels. The

chapter on Steel, although regrettably brief,

gives

a

good

prospective

of the

types

of steel

warehouses. The

complexity,

if not

chaos,

of

textile

channels

is

brought

into

orderly

and

un-

derstandable

arrangement

in

the treatment

here,

with

an

interesting

section

specially

de-

voted

to

the WHY of such

channels.

Finally,

the

women's

apparel

chapter

draws

a

sharp,

clear

picture

of the

what ,

how

and

why

of

trade

channels for

a

high-fashion

product.

Part III

covers channel

policies

and

legisla-

tion.

Although

the

chapter (by

Delbert

J.

Dun-

can) of 36 pages that deals with the selection

of

channels covers

for

the most

part

a

familiar

terrain,

it

constitutes

an

excellent

summary

of

the

subject.

The

two

chapters

on

Analytical

Approach

to Channel

Policies,

one

focusing

on

sales

analysis

(by

Richard D.

Crisp),

and

the

other,

on

cost

analysis

(by

Charles

H.

Sevin)

contain

several

interesting

short

case

problems.

In the last chapter William F. Brown gives a

well-drawn

resume of federal

legislation

and

its effects

upon

marketing

channels.

This volume

should

afford

practical

market-

ing

men

with

suggestions

and clues

for

solving

their own

channel

problems.

It should broaden

the

horizon

of

many

teachers of

marketing, bring

them

up-to-date

on channel

problems,

and

af-

ford them

a

wealth of illustrative

material for

the

class-room. To the student it affords

one

of

the best

means

of

integrating

his

marketing

knowledge, dealing

as

it does with the

channel,-

a mechanism that spans the entire gap between

producer

and consumer.

Marketing

Channels is in

every

way

a

worthy

addition

to

the modest but

distinguished

list of

general

works

sponsored

by

the American

Mar-

keting

Association.

RALPH F. BREYER

University

of

Pennsylvania

ANNUAL MARKETING ESEARCH

CONFERENCE,

1953,

edited

by

Donald R. G.

Cowan.

(Ann

Arbor: University of Michigan, Bureau of

Business

Research,

Michigan

Business

Papers

No.

27.

Pp.

116.

$2.00.)

This

group

of

papers,

delivered at

a

confer-

ence on

marketing

research

at the

University

of

Michigan,

is

designed

to show

how

marketing

research is

an

indispensable

tool

of

business

management.

As

such,

marketing

research is at-

tempting

to

fill

the

gap

between

marketing

as

an

art

of business

management

gained through

long

apprenticeship

and

the

marketing

practices

of

today

which

depend

to an

increasing

extent

on

research to provide measurements of the accept-

ance of

product

characteristics,

of the demand

of

various

segments

of

the

market,

of

the

effective-

ness

of alternative

methods of

selling

and

adver-

tising,

and

of

expenses

involved

and

profits

to

be

gained

in

these alternatives.

Measuring

industrial

consumers'

inventories

is

presented

by

Bay

Estes

of

U. S. Steel

Corpora-

tion

to indicate how an

inventory

index was

de-

signed

to

show the

amount of

inventory

that has

been

put

into

the

pipeline

between

steel

mills

and

manufactured

end

products.

It

involves a

ratio between normal inventory and actual in-

ventory

in

the steel

consuming

industries.

The

Inventory

Index is

merely

an

indicator

of

short

term

steel demand.

It must be

realized

that un-

Approach

to Channel

Policies,

one

focusing

on

sales

analysis

(by

Richard D.

Crisp),

and

the

other,

on

cost

analysis

(by

Charles

H.

Sevin)

contain

several

interesting

short

case

problems.

In the last chapter William F. Brown gives a

well-drawn

resume of federal

legislation

and

its effects

upon

marketing

channels.

This volume

should

afford

practical

market-

ing

men

with

suggestions

and clues

for

solving

their own

channel

problems.

It should broaden

the

horizon

of

many

teachers of

marketing, bring

them

up-to-date

on channel

problems,

and

af-

ford them

a

wealth of illustrative

material for

the

class-room. To the student it affords

one

of

the best

means

of

integrating

his

marketing

knowledge, dealing

as

it does with the

channel,-

a mechanism that spans the entire gap between

producer

and consumer.

Marketing

Channels is in

every

way

a

worthy

addition

to

the modest but

distinguished

list of

general

works

sponsored

by

the American

Mar-

keting

Association.

RALPH F. BREYER

University

of

Pennsylvania

ANNUAL MARKETING ESEARCH

CONFERENCE,

1953,

edited

by

Donald R. G.

Cowan.

(Ann

Arbor: University of Michigan, Bureau of

Business

Research,

Michigan

Business

Papers

No.

27.

Pp.

116.

$2.00.)

This

group

of

papers,

delivered at

a

confer-

ence on

marketing

research

at the

University

of

Michigan,

is

designed

to show

how

marketing

research is

an

indispensable

tool

of

business

management.

As

such,

marketing

research is at-

tempting

to

fill

the

gap

between

marketing

as

an

art

of business

management

gained through

long

apprenticeship

and

the

marketing

practices

of

today

which

depend

to an

increasing

extent

on

research to provide measurements of the accept-

ance of

product

characteristics,

of the demand

of

various

segments

of

the

market,

of

the

effective-

ness

of alternative

methods of

selling

and

adver-

tising,

and

of

expenses

involved

and

profits

to

be

gained

in

these alternatives.

Measuring

industrial

consumers'

inventories

is

presented

by

Bay

Estes

of

U. S. Steel

Corpora-

tion

to indicate how an

inventory

index was

de-

signed

to

show the

amount of

inventory

that has

been

put

into

the

pipeline

between

steel

mills

and

manufactured

end

products.

It

involves a

ratio between normal inventory and actual in-

ventory

in

the steel

consuming

industries.

The

Inventory

Index is

merely

an

indicator

of

short

term

steel demand.

It must be

realized

that un-

10808

THE

JOURNAL

OF MARKETINGHE

JOURNAL

OF MARKETING

http://www.jstor.org/page/info/about/policies/terms.jsphttp://www.jstor.org/page/info/about/policies/terms.jsphttp://www.jstor.org/page/info/about/policies/terms.jsp


3/3

BOOK

REVIEWS

109

OOK

REVIEWS

109

less a

satisfactory

forecast

of steel

consumption

is

prepared,

this

knowledge

of steel inventories

in

the hands

of

manufacturing

consumers is

of

rela-

tively

little

value.

The role of

motivational research

in studying

the

psychological backgrounds

for

cigarette

smoking

is

explained by

Pierre Martineau.

In

his

study,

modifications

of these

projective

tech-

niques

were

used-Thematic

Apperception

Test,

Sentence

Completion

Test,

and Picture

Associa-

tion Test.

These

were

used to

try

to

explain

the

reasons

why advertising

efforts of

cigarette

man-

ufacturers

produce

very

little

change

in

the

share

of

market held

by

each. This

article is

an

excellent

explanation

of

the

marketing

research

effort

to

get

at

the

reasons

why

rather

than

a

wholly quantitative approach

to the

brand

pref-

erences and

smoking

selection.

Advertising

Impact

Research

is

discussed

by

Ralph

M.

Hagen

who

is

a

member

of

the

firm

that

publishes

research

based

on

the

special

magazine

called

Impact.

Historically

he

de-

velops

the

stages

through

which

advertising

Impact

research

has

passed

with

readership

methods

developed by

Starch,

Gallup,

and

others. This

interesting

paper gives

an

excellent

treatment

of

the

methods

used

by

the

Impact

staff

to

evaluate

the

effectiveness

of

advertising

by pretesting

methods.

In

spite

of

promising

re-

sults

with

this

method,

Mr.

Hagen

cautiously

re-

minds

readers that

audience

behavior

is

very

complex

and

that

much

needs

to

be

learned

about it

in

the

future.

Radio

and

Television

Audience

Research

is

handled

by

the

pioneer

of

this

work-Arthur

C.

Nielson.

He

bases

his case

for

the

need

of

mar-

keting

research

upon

the

fact

that

the

Nielson

Company

has found

that

one

of

the

elements

contributing

to the

high

cost

of

marketing

is

the

fact

that

only

42%

of the

executive

decisions

on

marketing

are

right

or

substantially right.

This

is a severe load

on

the

manufacturer

who

must

charge

these

failures

to the

consumer

through

higher

prices.

He

mentions

that

radio

and

tele-

vision

research

can

and

has

done

much

to

reduce

this

cost.

Readers

of

the

article

will

find

that it

is a

very

useful

summary

of

the

history

and

serv-

ices of

the

A.

C.

Nielson

Company.

John

L.

Hammer

and

Richard

M.

Lawrence

provide

an

interesting

account

of

a

soil

condi-

tioner

marketing

study

that

indicates

the

general

magnitude

of

the

market

potential.

From

the

survey,

facts

were

obtained

that indicated a size-

able

potential

market

for

soil

conditioners.

No

new

basic

techniques

were

developed

in

the

study;

the

work is

notable

for

its

thoroughness.

less a

satisfactory

forecast

of steel

consumption

is

prepared,

this

knowledge

of steel inventories

in

the hands

of

manufacturing

consumers is

of

rela-

tively

little

value.

The role of

motivational research

in studying

the

psychological backgrounds

for

cigarette

smoking

is

explained by

Pierre Martineau.

In

his

study,

modifications

of these

projective

tech-

niques

were

used-Thematic

Apperception

Test,

Sentence

Completion

Test,

and Picture

Associa-

tion Test.

These

were

used to

try

to

explain

the

reasons

why advertising

efforts of

cigarette

man-

ufacturers

produce

very

little

change

in

the

share

of

market held

by

each. This

article is

an

excellent

explanation

of

the

marketing

research

effort

to

get

at

the

reasons

why

rather

than

a

wholly quantitative approach

to the

brand

pref-

erences and

smoking

selection.

Advertising

Impact

Research

is

discussed

by

Ralph

M.

Hagen

who

is

a

member

of

the

firm

that

publishes

research

based

on

the

special

magazine

called

Impact.

Historically

he

de-

velops

the

stages

through

which

advertising

Impact

research

has

passed

with

readership

methods

developed by

Starch,

Gallup,

and

others. This

interesting

paper gives

an

excellent

treatment

of

the

methods

used

by

the

Impact

staff

to

evaluate

the

effectiveness

of

advertising

by pretesting

methods.

In

spite

of

promising

re-

sults

with

this

method,

Mr.

Hagen

cautiously

re-

minds

readers that

audience

behavior

is

very

complex

and

that

much

needs

to

be

learned

about it

in

the

future.

Radio

and

Television

Audience

Research

is

handled

by

the

pioneer

of

this

work-Arthur

C.

Nielson.

He

bases

his case

for

the

need

of

mar-

keting

research

upon

the

fact

that

the

Nielson

Company

has found

that

one

of

the

elements

contributing

to the

high

cost

of

marketing

is

the

fact

that

only

42%

of the

executive

decisions

on

marketing

are

right

or

substantially right.

This

is a severe load

on

the

manufacturer

who

must

charge

these

failures

to the

consumer

through

higher

prices.

He

mentions

that

radio

and

tele-

vision

research

can

and

has

done

much

to

reduce

this

cost.

Readers

of

the

article

will

find

that it

is a

very

useful

summary

of

the

history

and

serv-

ices of

the

A.

C.

Nielson

Company.

John

L.

Hammer

and

Richard

M.

Lawrence

provide

an

interesting

account

of

a

soil

condi-

tioner

marketing

study

that

indicates

the

general

magnitude

of

the

market

potential.

From

the

survey,

facts

were

obtained

that indicated a size-

able

potential

market

for

soil

conditioners.

No

new

basic

techniques

were

developed

in

the

study;

the

work is

notable

for

its

thoroughness.

A

marketing

research

conference

would

hardly

be

complete

without a

discussion

on

the

marketing

research

techniques

useful

in

measur-

ing

market

potentials

and

salesmen's

perform-

ance.

T.

R. Hancock does this job by showing

the

way

in

which

an

Index of

Potential

Business,

an

Index

of

Sales

Performance,

and

a

Market

Coverage

Index

were

correlated

to

provide

a

means of

expanding

outlets

and

preventing

the

perpetuation

of

substandard

performance

that

is

apt

to

arise

when

one

bases

quotas

on

past

ex-

perience

alone.

This

article

should

be

of

use

to

sales

managers

who

need a

good

quantitative

approach

to

sales

quotas

and

performance

rec-

ords

of

salesmen

and

distributors.

Under

the

heading

of

Distribution

Economics,

Dwight

F.

Benton, gives an account of the ways

in

which

marketing

research

has

been

employed

by

Standard

Oil

to

do

more

of

what

people

like

and

less of

what

people

dislike.

In

addition,

he

discusses

the

role of

economic

research

in

fore-

casting

work,

product

budgets,

and

transporta-

tion

and

manufacturing

operations.

This

article

does

not

reveal

anything

that is

fundamentally

new

to

marketing

research

activities.

John

W.

Boatwright

describes

the

ways

in

which

analysis

and

findings

have

been

used

by

the

Standard

Oil

Company

in

formulating

com-

pany policies.

The

use

of attitude studies to

throw

some

light

on

interpersonal

relationships

between

the

company

and

its

millions of

cus-

tomers

is

fully

discussed.

No

techniques

are

dis-

cussed

in

detail;

hence,

this

section

is

perhaps

of

only

general

interest

to

professional

marketing

research.

Merle

Hostetler and

D. R.

G.

Cowan

cover

the

business

situation

and

outlook.

Hostetler

fore-

casts

on

the

basis of

national

statistics,

whereas

Cowan

reports

on

a

survey

he

had

made

of

a

substantial

number

of

business

firms

and

their

outlook

on

the

future.

Conditions that have

come

to

pass

indicate

that

the

predictions

were

not

far

from

actualities.

On

the

whole,

this

is

a

very

useful

report

on

marketing

research

as

a

tool

of

management,

and

Prof.

Cowan

deserves

much

credit

for

the

part

he

played

in

organizing

the

conference

and

edit-

ing

the

papers.

A

marketing

research

conference

would

hardly

be

complete

without a

discussion

on

the

marketing

research

techniques

useful

in

measur-

ing

market

potentials

and

salesmen's

perform-

ance.

T.

R. Hancock does this job by showing

the

way

in

which

an

Index of

Potential

Business,

an

Index

of

Sales

Performance,

and

a

Market

Coverage

Index

were

correlated

to

provide

a

means of

expanding

outlets

and

preventing

the

perpetuation

of

substandard

performance

that

is

apt

to

arise

when

one

bases

quotas

on

past

ex-

perience

alone.

This

article

should

be

of

use

to

sales

managers

who

need a

good

quantitative

approach

to

sales

quotas

and

performance

rec-

ords

of

salesmen

and

distributors.

Under

the

heading

of

Distribution

Economics,

Dwight

F.

Benton, gives an account of the ways

in

which

marketing

research

has

been

employed

by

Standard

Oil

to

do

more

of

what

people

like

and

less of

what

people

dislike.

In

addition,

he

discusses

the

role of

economic

research

in

fore-

casting

work,

product

budgets,

and

transporta-

tion

and

manufacturing

operations.

This

article

does

not

reveal

anything

that is

fundamentally

new

to

marketing

research

activities.

John

W.

Boatwright

describes

the

ways

in

which

analysis

and

findings

have

been

used

by

the

Standard

Oil

Company

in

formulating

com-

pany policies.

The

use

of attitude studies to

throw

some

light

on

interpersonal

relationships

between

the

company

and

its

millions of

cus-

tomers

is

fully

discussed.

No

techniques

are

dis-

cussed

in

detail;

hence,

this

section

is

perhaps

of

only

general

interest

to

professional

marketing

research.

Merle

Hostetler and

D. R.

G.

Cowan

cover

the

business

situation

and

outlook.

Hostetler

fore-

casts

on

the

basis of

national

statistics,

whereas

Cowan

reports

on

a

survey

he

had

made

of

a

substantial

number

of

business

firms

and

their

outlook

on

the

future.

Conditions that have

come

to

pass

indicate

that

the

predictions

were

not

far

from

actualities.

On

the

whole,

this

is

a

very

useful

report

on

marketing

research

as

a

tool

of

management,

and

Prof.

Cowan

deserves

much

credit

for

the

part

he

played

in

organizing

the

conference

and

edit-

ing

the

papers.

University of

Illinois

niversity of

Illinois

HUGH

G.

WALES

UGH

G.

WALES

GEORGE

N. PEEK

AND

THE

FIGHT

FOR

FARM

PARITY,

by Gilbert C. Fite. (Norman: Univer-

sity

of

Oklahoma

Press,

1954.

Pp.

306.

$4.00.)

While

much

has

been

written

elsewhere

about

the

farm

parity

concepts,

this

is

the

only

com-

GEORGE

N. PEEK

AND

THE

FIGHT

FOR

FARM

PARITY,

by Gilbert C. Fite. (Norman: Univer-

sity

of

Oklahoma

Press,

1954.

Pp.

306.

$4.00.)

While

much

has

been

written

elsewhere

about

the

farm

parity

concepts,

this

is

the

only

com-

BOOK

REVIEWS

OOK

REVIEWS

10909

http://www.jstor.org/page/info/about/policies/terms.jsphttp://www.jstor.org/page/info/about/policies/terms.jsphttp://www.jstor.org/page/info/about/policies/terms.jsp

articol 2 mark

Documents