Чтение онлайн

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.