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 concep
tualized as a perceptual phenomenon in the mind of the
marketing agent determined by psychological contiguity be
tween perceived benefits and costs. The attraction felt by a
marketing organization toward a target market is conceptual
ized as the slope of the regression line, power in the intercept
of the regression line, stability in the coefficient of determina tion, and conflict in the standard error of the estimate. Com
petition is conceptualized in terms of the proportion 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 organi
zations. Managerial implications, limitations, and future re
search are also discussed.
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