caa a22 4500 467979642 CHVBK 20180323112515.0 cr unu---uuuuu 170328e19901201xx s 000 0 eng 10.1007/BF02729760 doi (NATIONALLICENCE)springer-10.1007/BF02729760 Sirgy M. Virginia Polytechnic Institute and State University, Virginia, USA aut A regression approach to conceptualizing and analyzing marketing transactions [Elektronische Daten] [M. Sirgy] 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. Theattraction felt by a marketing organization toward a target market is conceptualized as theslope of the regression line,power in theintercept of the regression line,stability in thecoefficient of determination, andconflict in thestandard error of the estimate. Competition is conceptualized in terms of theproportion of variance in 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. Academy of Marketing Science, 1990 Journal of the Academy of Marketing Science Springer-Verlag 18/1(1990-12-01), 31-42 0092-0703 18:1<31 1990 18 11747 https://doi.org/10.1007/BF02729760 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF02729760 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Sirgy M. Virginia Polytechnic Institute and State University, Virginia, USA aut NATIONALLICENCE 773 0- Journal of the Academy of Marketing Science Springer-Verlag 18/1(1990-12-01), 31-42 0092-0703 18:1<31 1990 18 11747 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer