osnovi market

²¹См.: Paul E. Green and Yoram Wind. „Multiattribute Decisions in Marketing: A Measurement Approach”. Hinsdale, ІІІ., „Dryden Press”, 1973, ch. 2.

²²См.: Jagdish N. Sheth. „An Investigation of Relationships among Evaluative Beliefs, Affect, Behavioral Intention and Behavior”. — „Consumer Behavior: Theory and Application”, ed. John U. Farley, John A. Howard and L. Winston Ring. Boston, „Allyn & Bacon", 1974, p. 89—114.

²³См.: Martin Fishbein. „Attitudes and Prediction of Behavior”. — „Readings in Attitude Theory and Measurement”, ed. Martin Fishbein. N. Y., „John Wiley”, 1967, p. 477—492.

²⁴См.: John E. Swan and Linda Jones Combs. „Product Performance and Consumer Satisfaction: A New Concept”. — Journal of Marketing Research,April 1976, p. 25—33.

²⁵См.: Everett M. Rogers. „Diffusion of Innovation”". N. Y., „Free Press”, 1962.

²⁶См.: James Coleman, Elihu Katz and Herbert Menzel. The „Diffusion of an Innovation Among Physicians”. — Sociometry,December 1957, p. 253—270.

²⁷См.: J. Bohlen and G. Beal. „How Farm People Accept New Ideas”. Special Report No.15. Ames: Iowa State College Agricultural Extension Service, November 1955.

²⁸См.: Elihu Katz and Paul F. Lazarsfeld. „Personal Influence”. N. Y., „Free Press”, 1955, p. 234.

Глава 6. Рынок предприятий

и поведение покупателей от имени предприятий

¹Часть материала взята из: „The College Caterers are Dropping Out”. — Business Week,April 23, 1979, p. 36—37.

²Frederick E. Webster, Jr. and Yoram Wind. „Organizational Buying Behavior”. Englewood Cliffs, N.J:, „Prentice-Hall”, 1972, p. 2.

³Patrick J. Robinson, Charles W. Paris and Yoram Wind. „Industrial Buying and Creative Marketing”. Boston, „Allyn &Bacon", 1967.

⁴Webster and Wind. Op. cit., p. 6.

⁵Ibid., p. 78—80.

⁶См.: Murray Harding. „Who Really Makes the Purchasing Decision?” — Industrial Marketing,September 1966, p. 76. Дальнейшее развитие эта точка зрения получила в работе: Ernest Dichter. «Industrial Buying is Based on Same „Only Human” Emotional Factors that Motivate Consumer Market's Housewife». — Industrial Marketing,February 1973, p. 14—16.

⁷Webster and Wind. Op. cit, p. 33—37.

⁸Robinson, Faris and Wind. Op. cit., p. 14.

⁹Albert W. Frey. „Marketing Handbook”, 2d ed. N.V., „Ronald Pres”, 1965, p. 21.

¹⁰См.: Leonard Groeneveld. „The Implications of Blanket Contracting for Industrial Purchasing and Marketing”. — Journal of Purchasing,November 1972, p. 51—58; H. Lee Mathews, David T. Wilson and Klaus Backhaus. „ Selling to the Computer Assisted Buyer”. — Industrial Marketing Management,6, 1977, p. 307—315.

¹¹См.: Stanley E. Cohen. „Looking in the U.S. Government Market”. — Industrial Marketing,September 1964, p. 129—138.

¹²См. „Out of the Maze”. — Sales and Marketing Management,April 9, 1979.

Глава 7. Сегментирование рынка,

выбор целевых сегментов и позиционирование товара.

¹Написано автором на основе: „Coke's Big Marketing Blitz”. — Business Week,May 30, 1983, p. 58—64.

²cm. „R.J. Reynolds Stops a Slide in Market Share”. — Business Week,January 26, 1976, p. 92.

³ cm. „Can the Baby Toy Market be Segmented 12 Ways?” — Business Week,February 14, 1977, p. 62.

⁴См.: Joseph T. Plummer. „Life Style Patterns: New Constraint for Mass Communications Research”. — Journal of Broadcasting,Winter 1971/72, p. 79—89.

⁵Цитируется по: Franklin B. Evans. „Psychological and Objective Factors in the Prediction of Brand Choke; Ford Versus Chevrolet”. — Journal of Business,October 1959, p. 340—369.

⁶Ralph Westfall. „Psychological Factors in Predicting Product Choice”. — Journal of Marketing,April 1962, p. 34—40.

⁷См.: Shirley Young. „The Dynamics of Measuring Unchange”. — „Attitude Research in Transition”. Ed. Russell I. Haley. Chicago, American Marketing Association, 1972, p. 61—82.

⁸См.: Russell L. Ackoff and James R. Emshoff. „Advertising Research at Anheuser-Busch. Inc. (1968-1974)”. — Sloan Management Review,Spring 1975, p. 1—15.

⁹ См.: Daniel Yankelovich. „New Criteria for Market Segmentation”. — Harvard Business Review,March-April 1964, p. 85.

¹⁰Frank M. Bass, Douglas J. Tigert and Ronald T. Lonsdale. „Market Segmentation: Group versus Individual Behavior”. — Journal of Marketing Research,August 1968, p. 276.

¹¹За основу взята классификация из серии статей: George H. Brown. „Brand Loyalty — Fact or Fiction” — Advertising Age,June 1952 — January 1953.

¹²Более подробно о переменных сегментирования рассказано в работе: Ronald Frank, William Massy, and Yoram Wind. Market Segmentation, Englewood Cliffs, N.J., Prentice-Hall, 1972.

¹³См.: Wendell R. Smith. „Product Differentiation and Market Segmentation as Alternative Marketing Strategies”. — Journal of Marketing,July 1966, p. 3—8; Alan A. Roberts. „Applying the Strategy of Market Segmentation”. — Business Horizons,Fall 1961, p. 65—72.

¹⁴Natalie McKelvy. „Shoes Make Edison Brothers a Big Name”. — Chicago Tribune,February 23, 1979, Sec. 5, p. 9.

¹⁵R. William Kotrba. „The Strategy Selection Chart”. — Journal of Marketing,July 1966, p. 22 —25.

¹⁶К подобным схемам следует относиться с осторожностью, поскольку в них отражены усредненные представления и не все клиенты воспринимают товары именно таким образом.

Глава 8. Разработка товаров:

товары, товарные марки, упаковка, услуги

¹См. „Marketing Definitions: A Glossary of Marketing Terms”, complied by the Committee on Definitions of the American Marketing Association. Chicago, American Marketing Association, 1960.

²О комплектных продажах рассказано в гл. 6.

³См.: Наrреr W. Boyd, Jr. and Sidney J.Levy. „New Dimensions in Consumer Analysis”. — Harvard Business Review,November-December 1963, p. 129—40.

⁴Theodore Levitt. „The Marketing Mode”. N. V., „McGraw-Hill”, 1969, p. 2.

⁵Все три определения приводятся в „Marketing Definitions ...” Op. cit.

⁶Первые три определения можно найти в „Marketing Definitions ...” Op. cit. Более подробно об этой классификации см.: Richard H. Holton. „The Distinction between Convenience Goods, Shopping Goods and Specialty Goods”. — Journal of Marketing,July 1958, p. 53—56; Gordon E. Miracle.„Product Characteristics and Marketing Strategy”. — Journal of Marketing,January 1965, p. 18—24.

⁷Первые четыре определения можно найти в „Marketing Definitions...” Op. cit.

⁸См.:ВШ Paul. „It Isn't Chicken Feed to Put Your Brand on 78 Million Birds”. — Wall Street Journal,May 13, 1974, p. 1.

⁹„Research Suggests Consumers Will Increasingly Seek Quality”. — Walt Street Journal,October 15, 1981, p. 1.

¹⁰См.: Theodore R. Gamble.,,Brand Extension”. — „Plotting Marketing Strategy”, ed. Lee Adler. N. Y., "Simon & Schuster”, 1967, p. 170—171. Примеры более позднего времени приводятся в статье: „Name Game”. — Time ,August 31, 1981, p. 41—42.

¹¹См.: Robert W. Young. „Multibrand Entries". Adler. „Plotting Marketing Strategy”, p. 143—164.

¹²cm. „General Foods — Post Division (B)”. Case M-102, Havard Business School, 1964.

¹³„Product Tryouts: Sales Tests in Selected Cities Help Trim Risks of National Marketing”. — Wall Street Journal,August 10, 1962, p. 1.

¹⁴Peter G. Banting. „Customer Service in Industrial Marketing: A Comparative Study”. — European Journal of Marketing10, № 3, 1976, p. 140.

¹⁵См.: Ralph S. Alexander and Thomas L. Berg. „Dynamic Management in Marketing”. Homewood, 111., „Richard D. Irwin”, 1965, p. 419—428.

¹⁶См.: Benson P. Shapiro. „Industrial Product Policy: Managing the Existing Product Line”. Cambridge, Mass., Marketing Science Institute, 1977, p. 9—10.

¹⁷Это определение приводится в „Marketing Definitions...”Op. cit.

Глава 9. Разработка товаров: подход к разработке

новых товаров и проблемам жизненного цикла товаров

¹Написано автором по материалам заметок профессора Гарольда У. Фокса, а также на основе статей: „Р & G's Aren't Chips Of the Old Spud, Bit They Are Selling”. — Wall Street Journal,March 28, 1974 и „In Spite of Huge Losses, Procter &Gamble Tries Once More to Revive Pringle's Chips”. — Wall Street Journal.October 7, 1981.

²David S. Hopkins and Earl L. Bailey. „New Product Pressures”. — Conference Board Record,June 1971, p. 16—24. ,

³См.: Edward M. Tauber. „Forecasting Sales Prior to Test Market”. — Journal of Marketing,January 1977, p. 80—84, а также Robert Blattberg and John Golanty. „Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning”. — Journal of Marketing Research,May 1978, p. 192—202.

⁴См.: Roger A. Kerin, Michael O. Harvey and James T. Rothe. „Cannibalism and New Product Development”. — Business Horizons,October 1978, p. 25—31.

⁵ Philip Kotler and Gerald Zaltman. „Targeting Prospects for a New Product”. — Journal of Advertising Research,February 1976, p. 7—20.

⁶William E. Cox, Jr. „Product Life Cycles as Marketing Models”. — Journal of Business,October 1967, p. 375—384.

⁷Robert D. Buzzell. „Competitive Behavior and the Product Life Cycle in New Ideas for Successful Marketing”, ed. John S. Wright and Jac L. Goldstucker. Chicago, American Marketing Association, 1966, p. 51.

⁸Ibid., p. 51.

⁹Ibid., p. 52.

¹⁰Для проведения такого анализа используют несколько разных методик. См.: Philip Kotler. „Phasing out Weak Products”. — Harvard Business Review,March - April 1965, p. 107—18, а также Paul W. Hamelman and Edward M. Mazze. „Improving Product Abandonment Decisions”. — Journal of Marketing,April 1972, p. 20—26.

¹¹Более подробно о концепции жизненного цикла товара можно прочесть в следующих работах: Theodore Levitt. „Exploit the Product Life Cycle”. — Harvard Business Review,November-December 1965, p. 81—94; Nariman K. Dhalla and Sonia Yuspeh. "Forget the Produkt Life Cycle Concept”. — Harvard Business Review,January - February 1976, p. 102—112. См. также отдельный раздел, в который включены статьи, касающиеся проблем жизненного цикла товара, в осеннем номере Journal of Marketing за1981 год.