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In 1967, Louis P. Bucklin proposed the principle of postponement‐speculation as a basis for predicting and explaining the existence of speculative inventories in the marketing channel: “The combined principle of postponement‐speculation may be stated as follows: A speculative inventory will appear at each point in the distribution channel whenever its costs are less than the net savings to both buyers and sellers from postponement.” In other words, for a middleman to intervene between a seller and a buyer, he must demonstrate his ability and willingness to perform certain marketing functions in such a way that savings result, or satisfactions are greater, for both of the original trading partners. Therefore, the economic justification for a middleman's existence is his superior efficiency in performing basic marketing tasks and functions.

The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct. Three studies were conducted to: test a protocol for developing product category specific measures of brand image; investigate the dimensionality of the brand associations construct; and explore whether the degree of dimensionality of brand associations varies depending upon a brand’s familiarity. Findings confirm the efficacy of the brand image protocol and indicate that brand associations differ across brands and product categories. The latter finding supports the conclusion that brand associations for different products should be measured using different items. As predicted, dimensionality of brand associations was found to be influenced by brand familiarity.

Considers various approaches to the study of comparative marketing, suggesting methodology that provides an adequate framework on which to base comparative domestic marketing studies. States the first objective here is to explore various definitions of the term ‘comparative marketing’ to place the area of study in its rightful place; second, is to suggest a methodology provide an adequate framework on which to base domestic comparative marketing studies. Proposes that if improvement in the state of knowledge is to take place, commonality of terminology and methodology must first be established. Concludes that information provided gives the background necessary to achieve desirable objectives.

THE June conference at Margate is so near that we must needs be pre‐occupied with it at the moment although two months ago we were able to give an anticipatory description of the programme. The protracted and cold winter, culminating in the most “perishing” April of the century, possibly of any century since the Great Ice Age, seems on the threshold of May to have dissolved at last in warmer weather. Margate is a lady in the sun, but perhaps something else under cloud, and wise people take warm clothes when they visit her. We hope, however, that they will not be necessary and that for some hundreds of our readers Margate air will be an invigorating experience.

The purpose of this paper is to describe the development of a scale for measuring interorganizational citizenship behaviors (ICBs). ICBs are types of tactical boundary spanning activities employed by firms in supply chain relationships geared toward improving overall supply chain success. ICBs are theoretically grounded in organizational citizenship behaviors research (OCBs) and adapted to apply to the interorganizational context. Based on a previous research article, the paper aims to report on multidimensional scale development for ICBs that should be useful for future empirical research efforts in this and related areas.

The paper adhere as closely as possible to the formalized measurement scale development heuristic posited by Hinkin.

The process reveals four measurement scales useful for operationalizing unique types of ICBs in empirical research articles.

This paper operationalizes four common ICBs: interorganizational altruism, tolerance, loyalty, and compliance. It provides evidence to support the convergent and discriminant validity of the four ICB scales evaluated.

Highlights the importance of ensuring the highest possible return rates when using mail surveys. Describes a study investigating the difference in return rates between a parent company and a fictitious consulting firm. Reports that there was no difference between response rates for two different return addresses, and that response bias was not a problem. Concludes therefore that great cost savings can be made as a result of developing and mailing the materials in‐house. Summarizes research literature on response rate surveys.

Industrial buyers' willingness to buy foreign products is influenced in proportion to the political freedom of the country of origin, as opposed to its level of economic development. Countries at the same level of development as the buying country are perceived more or less favourably according to degree of political freedom. US buyers, for this reason, seem to favour Japan out of ten South East Asian countries, according to a random sample drawn from a membership list of a leading purchasing managers' association. The most favoured sources of products are those countries which are both developed and free.

This article investigates whether a negative country of origin bias facing imported wine can be offset when it is distributed in marketing channels alongside already accepted complimentary products. Specifically we consider the case of Mexican wine being introduced to consumers in a Mexican restaurant versus a more general themed contemporary restaurant. An experimental design was employed to investigate consumers' perceptions and future purchase intentions after tasting Mexican wine in a proposed restaurant with one of the two themes. Findings suggest that the best method for introducing Mexican wine to US consumers may be through Mexican restaurants although adoption of the wine for consumption at home may be slow.

Data collected from 202 large and 92 small consumer goods manufacturing firms were analysed to examine the perceptions and experiences of these companies with test marketing as part of their new product development strategy. Seventy six per cent of the large companies and twenty four per cent of the small firms in the study test marketed their new products before full‐scale introduction. Chi‐square analysis indicated a relationship between firm size, type of business/industry, the scope of marketing operations, and whether the firm conducted test marketing or not. Cost, time constraints, and the generic nature of the product were the most prominent reasons cited by all firms for not conducting test marketing. In addition, small firms cited their size as amajor reason they did not engage in test marketing.

Presents a portfolio model for multi‐sales channel effort deployment. Shows how the approach can help sales management restructure sales channels. Notes that combining an organization′s selling effort into multiple sales channels can be facilitated through an analytical approach that considers variations in customer requirements, buying power and contact costs. Concludes that implementing a successful multiple sales channel strategy offers impressive productivity opportunities.