Marketing Concept

An example of a marketing concept is a target market segment, while an example of a model would address
the process by which customers arrive at satisfaction or dissatisfaction. You will select an article from a peerreviewed, scholarly journal (i.e. not the local newspaper, or popular business press) that is an in-depth
theoretical model or an empirical test of the marketing concept or model. In the case of an empirical test the
author(s) has collected data through a survey, experiment, observation or interviews.
Complete your first Marketing Concept Paper. In the report, briefly describe the concept or model and the
nature of the articles, but then focus most of your efforts on discussing the utility and shortcomings of the
articles (this is the crucial part—your analysis of the articles). Please provide a full reference for the articles you
use for your report.
It’s sufficient if your article from a scholarly journal contains propositions, hypotheses, or figures showing
relationships between or among variables. This assignment gives you the opportunity to develop a more indepth understanding of marketing concepts or models.
Use the Armacost Library’s databasesThis link opens in a new tab to conduct your research. Advanced
searches in online databases allow you to limit the search to peer-reviewed or scholarly journals. Some useful
scholarly journals include the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of
Consumer Psychology, Journal of Interactive Marketing, Journal of Consumer Research, Industrial Marketing
Management and European Journal of Marketing