Business Economics 230 -- Marketing
Professor John W. Sell
Note: Readings marked with an asterisk (*) are required for this course. Except for the final, exam. dates are tentative.
TEXT:
William Pride and O.C. Ferrell, Marketing: Concepts and Strategies 13th ed. (Boston: Houghton Mifflin, 2006)
Commonly Used Abbreviations
Text= Text for the course
JM = Journal of Marketing
JMR = Journal of Marketing Research
HBR = Harvard Business Review
JLE = Journal of Law & Economics
I. Introduction
A. What is Marketing?
*Text: Chapter 1
"AMA Board Approves New Definition of Marketing" The Marketing News (March, 1985) p. 1
Bloom, P. and W. Novelli: "Problems and Challenges in Social Marketing" JM (Spring 1981) pp. 79-88
Hunt, S.: "The Nature and Scope of Marketing" JM (July 1976) pp. 17-27
Kotler, P.: "A Generic Concept of Marketing" JM (April 1972) pp. 46-54
Ferrill, O.C. and George Lucas: "An Evaluation of Progress in the Development of a Definition of Marketing," Journal of the Academy of Marketing Science (Fall 1987)
B. Economics and Marketing
* Text: Chapter 3
* Brown, G.: "What Economists Should Know About Marketing" JM (July 1951) pp. 60-66
* Porter, M.: "How Competitive Forces Shape Strategy," HBR (March/April 1979)
Alchian, A. and W. Allen: Exchange and Production 3rd ed. (Belmont, CA: Wadsworth Publishing, 1983) Chapter 7
Alderson, W.: "The Analytical Framework for Marketing" in Proceedings Conference of Marketing Teachers from the Far Western States (Berkeley: University of California, 1958) p. 15-31
Bagozzi, R.: "Marketing as Exchange" JM (October 1975) pp. 32-39
C. Marketing Methodology
*Text: Chapter 2
*Levitt, T.: "Marketing Myopia (With Retrospective Commentary)" HBR (September/October 1975) pp. 26-48.
Cravens, D.: "Strategic Forces Affecting Marketing Strategy" Business Horizons (September/October 1986) pp. 77-86
Kohli A.J. and B. Jaworski: "Market Orientation: The Construct, Research Propositions and Managerial Implications," JM (April 1990) pp. 1-18.
Levitt, T.: "Marketing and Its Discontents" in The Marketing Imagination (The Free Press, 1983) Chapter 8
II. The Marketing Environment
A. Market Research
*Text: Chapter 7 and appendix C
Assael, H. and J. Keon: "Nonsampling vs Sampling Errors in Survey Research" JM (Spring 1982) pp. 114-23
Dalrymple, D. and B. King: "Selecting Parameters for Short-Term Forecasting Techniques" Decision Sciences (October 1981) pp. 665-69
"Have It Your Way With Research" Advertising Age (April 4, 1983) p. 16
Lamb, C. and D. Stem: "An Empirical Validation of the Randomized Response Technique" JMR (November 1978) pp. 616-621
Moschis, G. and T. Stanley: "What Managers Should Know About Marketing Research" Business (July-September 1984) pp. 29-35
Varadarajan, P., T. Clark, and W. Pride: "Controlling the Uncontrollable: Managing Your Market Environment," Sloan Management Review (Winter 1992) pp. 39 - 47
B. Market Segmentation
*Text: Chapter 8
Assail, H. and M. Roscoe: "Approaches to Market Segmentation Analysis" JM (October 1976) pp. 67-76
Haley, R.: "Benefit Segmentation" JM (July 1968) pp. 30-35
Plummer, J.: "The Concept and Application of Life Style Segmentation," JM (January 1974)
Resnick, A.; P. Turney; and B. Mason: "Marketers Turn to Countersegmentation" HBR (September-October 1979) pp. 100-106
Shapiro, B. and T. Bonoma: "How to Segment Industrial Markets" HBR (May-June 1984) pp. 104-110
Stigler, G.: "The Division of Labor is Limited by the Extent of the Market" in The Organization of Industry (Homewood, IL: Richard D. Irwin, 1968)
C. Consumer Behavior
*Text: Chapters 9 and 10
Koten, J.: "For Kelloggs, the Hardest Part Is Getting People Out of Bed" The Wall Street Journal (May 27, 1982) p. 27
Pinson and Roberto: "Do Attitude Changes Precede Behavior Changes?" Journal of Accounting Research (August 1973) pp. 33-38
Rotbart, D.: "Chinese Accountants Find That America Is Hard to Figure" The Wall Street Journal (June 5, 1981) p. 1
Webster, F. and F. Pechmann: "A Replication of the Shopping List Study" JM (April 1970) pp. 61-63
Wells, W. and G. Gubar: "The Life Cycle Concept in Marketing" JMR (November 1966) pp. 355-63
III. Coordinating the Product With the Market
A. Product
*Text: Chapters 11, 12, and 13
Assmus, G.: "The Design and Implementation of a New Product Model" JM (January 1975) pp. 16-23
Cohen, D.: "Trademark Strategy" JM (January 1986) pp. 61-74
Cox, W.: "Product Life Cycles as Marketing Models" Journal of Business (October 1967) pp. 375-84
Dhalla, N. and S. Yuseph: "Forget the Product Life Cycle Concept!" HBR (January-February 1976) pp. 102-12
Drucker, P.: "The Discipline of Innovation," HBR (May-June 1985) pp. 67-68.
Koten, J.: "Car Makers Use 'Image Map' As Tool To Position Products" Wall Street Journal (March 22, 1984) p. 35
Kuehn, A. and R. Day: "Strategy of Product Quality" HBR (November-December 1962) pp. 100-110
O'Meara, J.: "Selecting Profitable Products" HBR (January-February 1961) pp. 83-89
Pascarella, P.: "In Search of Universal Designs" Industry Week (July 22, 1985) p.Ý47
"Product Development: Whee Planning and Marketing Meet," Journal of Business Strategy (Sept./Oct. 1990) pp. 13-16
Shocker and Srinivasan: "A Consumer-Based Methodology for the Identification of New Product Ideas" Management Science (February 1974) pp. 921-37
B. Price
*Text: Chapters 21 and 22, Appendix A-23 to A - 25
Buchanan, J.: "The Theory of Monopolistic Quantity Discounts" Review of Economic Studies 20 (1953) pp. 199-208
Dolan, R. and A. Jeuland: "Experience Curves and Dynamic Models: Implications for Optimal Pricing Strategies" JM (Winter 1981) pp. 55-62
Ferguson, C. and S. Maurice: "Psychological Pricing" in Economic Analysis 3rd ed. (Homewood, IL: Richard D. Irwin, 1978) p. 152-54
Johnson, J. and K. Schneider: "The Robinson-Patman Act: Some Pitfalls for Retailers" Business (January-March 1984) pp. 34-42
Lanzillotti, R.: "Pricing Objectives In Large Companies" American Economic Review (December 1958) pp. 921-40
Monroe, K. and A. Della Bitta: "Models for Pricing Decisions" JMR (August 1978) pp. 413-28
Nagle, T.: "Pricing As Creative Marketing" Business Horizons (July/August 1983) pp. 14-19
Nagle, T. and R. Holden: The Strategy and Tactics of Pricing 2nd ed. (Englewood Cliffs: Prentice Hall, 1995)
Rao, A.: "Quantity Discounts in Today's Market" JM (Fall 1980) pp. 44-51
Sheffert, M. and D. Scammon: "Resale Price Maintenance: Is It Safe to Suggest Retail Prices?" JM (Fall 1985) pp. 82-91
C. Promotion
*Text: Chapters 18 and 19
Callahan, F.: "Does Advertising Subsidize Information?" Journal of Advertising Research (August 1978) pp. 19-22
Block, W.: "Advertising and Profitability" Journal of Political Economy (March/April 1974) pp. 267-86
Clarke, : "Econometric Measurement of the Duration of Advertising Effects on Sales" JMR (November 1976) pp. 345-57
Eskin, and Baron: "Effects of Price and Advertising in Test Market Experiments" JMR (November 1977) pp. 499-508
Goldman, M.: "Product Differentiation and Advertising: Some Lessons From Soviet Experience" Journal of Political Economy (August 1960) pp. 346-57
Moore, T.: "Subliminal Advertising: What You See Is What You Get" JM (Spring 1982) pp. 38-47
Nelson, P.: "Information and Consumer Behavior" Journal of Political Economy (March/April 1970) pp. 311-29
Ogilvy, D. and J. Raphaelson: "Research on Advertising Techniques That Work -- And Don't Work" HBR (July-August 1982) pp. 14-15ff
D. Distribution (Place)
*Text: Chapters 16 and 17
Allen, B.: "Industrial Reciprocity: A Statistical Analysis" JLE (October 1975) pp. 507-20
Carlton, D: "A Reexamination of Delivered Pricing Systems" JLE (April 1983) pp. 51-70
Kenney, R. and B. Klein: "The Economics of Block Booking" JLE (October 1983) pp. 497-540
Rubin, P.: "The Theory of the Firm and the Structure of the Franchise Contract" JLE (April 1978) pp. 223-33
Sherman, G.: "The Rediscovery of Logistics" HBR (September-October 1984) pp. 71-79
Trivers, R.: "The Evolution of Reciprocal Altruism" Quarterly Review of Biology (March 1971) pp. 35-37
E. Special Topics in Marketing
*Text: Chapters 5 and 4
Ayal, I. and J. Zif: "Market Expansion Strategies in Multinational Marketing" JM (Spring 1979) pp. 84-94
Haner, F.: "Rating Investment Risk Abroad" Business Horizons (April 1979) pp. 18-23
Kotler, P. and G. Zaltman: "Social Marketing" JM (July 1971) pp. 3-12
Levitt, T.: "The Globalization of Markets" HBR (May-June 1983) pp.92-102
Shapiro, B.: "Marketing for Nonprofit Organizations" HBR (September-October 1973)