A regression approach to conceptualizing and analyzing marketing transactions

Journal of the Academy of Marketing Science · 1990 · Volume 18 · Issue 1

Abstract

A conceptual approach is developed in this article using the logic and concepts of statistical regression to analyze marketing phenomena such as: attraction, power, conflict, stability, and competition. Marketing transaction is conceptualized as a perceptual phenomenon in the mind of the marketing agent determined by psychological contiguity between perceived benefits and costs. Theattractionfelt by a marketing organization toward a target market is conceptualized as theslopeof the regression line,powerin theinterceptof the regression line,stabilityin thecoefficient of determination, andconflictin thestandard error of the estimate. Competition is conceptualized in terms of theproportion of variancein benefits extracted by a target market accounted for by costs of one competitor marketing organization relative to the costs of other competitor firms. Marketing transactions can also be similarly analyzed from the perspective of the buying agent in dealing with one or more marketing organizations. Managerial implications, limitations, and future research are also discussed.

Keywords

Marketing, Healthcare Center, Consumer Group, Marketing Effort, Target Market

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