Áèáëèîãðàôèÿ è êîììåíòàðèè

Ãëàâà 1. Ñîöèàëüíûå îñíîâû ìàðêåòèíãà:

óäîâëåòâîðåíèå ëþäñêèõ ïîòðåáíîñòåé

1 Peter F. Drucker. „Management: Tasks, Responsibilities, Practices”. N. Y., „Harper & Row”, 1973, p. 64—65.

2 À âîò åùå íåñêîëüêî îïðåäåëåíèé: «Ìàðêåòèíã — ýòî äåëîâàÿ àêòèâíîñòü, ïîñðåäñòâîì êîòîðîé ïîòîê òîâàðîâ è óñëóã íàïðàâëÿåòñÿ îò ïðîèçâîäèòåëÿ ê ïîòðåáèòåëþ èëè ïîëüçîâàòåëþ». «Ìàðêåòèíã åñòü äåÿòåëüíîñòü ïî îáåñïå÷åíèþ íàëè÷èÿ íóæíûõ òîâàðîâ è óñëóã äëÿ íóæíîé àóäèòîðèè â íóæíîì ìåñòå, â íóæíîå âðåìÿ, ïî ïîäõîäÿùåé öåíå ïðè îñóùåñòâëåíèè íåîáõîäèìîé êîììóíèêàöèè è ìåð ïî ñòèìóëèðîâàíèþ ñáûòà». «Ìàðêåòèíã — ýòî ñîçäàíèå è ïîääåðæàíèå îáåñïå÷åííîñòè óðîâíÿ æèçíè».

3 Ñì.: Êålvin J. Lanñaståã. „A New Approach to Consumer Theory”. —Journal of Political Economy, 14, 1966, p. 132—157.

4 Ñì. òàêæå: Wroe Alderson. „Factors Governing the Development of Marketing Channels”. — „Marketing Channels for Manufactured Products”. Ed. Richard M. Clewett. Homewood, ² ² ². „Richard D. Irwin”, 1957, p. 211—214.

5 cm. „Texas Instruments Shows U.S. Business How to Survive in the 1980s”. Business Week, September 18, 1978, p. 66 ff; „The Longterm Damage from TI's Bombshell”. — Business Week, June 15, 1981, p. 36.

6 cm. „So We Made a Better Mousetra”, President's Forum, Fall 1982, p. 26—27.

7 Ñì.: Theodore Levitt. „Marketing Myopia”. — Harvard Business Review, July—August 1960, p. 45—56.

8 Ñì.: Irving J. Rein. „Rudy's Red Wagon: Communication Strategies in Contemporary Society”. Glen view, III., Scott, „Foresman”, 1972.

9 CM.: Joseph McGinness. „The Selling of the President”. N. Y., „Trident Press”, 1969.

10 Ñì.: Theodore Levitt. „Marketing Myopia”. — Harvard Business Review, July—August 1960, p. 45—56.

11 Ñì.: Carlton P. McNamara. „The Present Status of the Marketing Concept”. — Journal of Marketing, January 1972, p. 50—57.

12 Ñì.: Peter M. Banting and Randolph E. Ross. „The Marketing Masquerade”. — Âèëÿåì Quarterly (Canada), Spring 1974, p. 19—27. Ñì. òàêæå: Philip Êîtler. „From Sales Obsession to Marketing Effectiveness”. — Harvard Business Review, November—Dedember 1977, p. 67—75.

13 Ñì.: Laurence P. Feldman. „Societal Adaptation: A New Challenge for Marketing”. — Journal of Marketing, July 1971, p. 54—60, à òàêæå: Martin L. Bell and C. William Emery. „The Faltering Marketing Concept”. — Journal of Marketing, October 1971, p. 37—42.

14 Êîíöåïöèÿ ñîöèàëüíî-ýòè÷íîãî ìàðêåòèíãà èçâåñòíà ïîä ðàçíûìè íàçâàíèÿìè. Ñì.: Leslie M. Dawson. „The Human Concept: New Philosophy for Business”. — Business Horizons, December 1969, p. 29—38; James T. Rothe and Lissa Benson. Intelligent Consumption: An Attractive Alternative to Marketing Concept”. — MSU Business Topics, Winter 1974, p. 29—34; George Fisk. „Criteria for a Theory of Responsible Consumption”. — Journal of Marketing, April 1973, p. 24—31.

15 Ñì.: Richard D. Farmer. „Would You Want Your Daughter to Marry a Marketing Man?” — Journal of Marketing, January 1967, p. 1.

16 Ñì.: Sterling Hayden. „Wanderer”, N. Y., „Knopf” 1963.

17 William J. Stanton. „Fundamentals of Marketing”, 5-th ed. N. Y., „McGraw-Hill”, 1978, p. 7.

18 Sir Winston Churchill.

19 Ñì.: Ralph Z. Sorenson II. „US Marketers Can Learn From European Innovators”. — Harvard Business Review, September-October 1972, p. 89—99.

20 Ñì.: Thomas V. Greer. „Marketing in the Soviet Union”. N. Y., „Holt, Rinehart & Winston”, 1973.

21Ñì.: Donald L. Pike. „The Future of Higher Education: Will Private Institutions Disappear in the U.S.?” — Futurist, December 1977, p. 374.

Ãëàâà 2. Ïðîöåññ óïðàâëåíèÿ ìàðêåòèíãîì

1 Íàïèñàíî àâòîðîì ïî ìàòåðèàëàì íåñêîëüêèõ èñòî÷íèêîâ, íî â îñíîâíîì èñïîëüçîâàí ìàòåðèàë „Turmoil among the Brewers: Miller's Fast Growth Upsets the Beer Industry. Can It Topple the US Leader?” — Business Week, November 8, 1976, p. 58—67.

2 Ñì.: Í. Igor Ansoff. „Strategies for Diversification”. — Harvard Business Review, September-October 1957, p. 113—124.

3 Ýòîò ïðèìåð îïèñàí â êíèãå: Glen L. Urban and John R. Hauser. „Design and Marketing of New Products”. Englewood Cliffs, N, J., „Prentice-Hall”, 1980, p. 187, 221.

4 Êëàññèôèêàöèÿ ñ ðàçáèâêîé íà ÷åòûðå ãðóïïû áûëà âïåðâûå ïðåäëîæåíà â êíèãå: Å. Jerome McCarthy. „Basic Marketing: A Managerial Approach”. Homewood, ²²²; „Richard D. Irwin”, 1960.

5 Áîëåå ïîäðîáíî îá ýòîì ñì. â: „General Foods Corporation: Post Division”. — „Organization Strategy: A Marketing Approach”. Ed. E. Raymond Corey and Steven H. Star. Boston, Division of Research, Graduate School of Business Administration. Harvard University, 1971, p. 201—230.

6 Ñì.: David J. Luck. „Interfaces of a Product Manager”. — Journal of Marketing, October 1969, p. 32—36.

7 Ñì.: Â. Charles Ames. „Dilemma of Product/Market Management”. — Harvard Business Review, March-April 1971, p. 66—74.

Ãëàâà Ç. Ñèñòåìà ìàðêåòèíãîâûõ èññëåäîâàíèé

è ìàðêåòèíãîâîé èíôîðìàöèè

1 Íàïèñàíî àâòîðîì íà îñíîâå „Key Role of Research in Agree's Success is Tol”. — Marketing News, January 12, 1979.

2 Îïðåäåëåíèå äàåòñÿ íà îñíîâå „Marketing Information Systems: An Introductory Overview”. — „Readings in Marketing Information Systems”. Ed. Samuel V. Smith, Richard H. Brien and James E. Stafford. Boston, „Houghton Mifllin”, 1969, p. 7.

3 Ñì.:. Dick Warren Twedt, ed. „1978 Survey of Marketing Research”, Chicago, American Marketing Association, 1978.

4 Ñì. íàïðèìåð: Paul E. Green and Donald S. Tull „Research for Marketing Decisions”, 4th ed. Englewood Cliffs, N. J., „Prentice-Hall”, 1978.

5 Ñì.: Andris A. Zoltners and P. Sinha. „Integer Programming Models for Sales Resource Allocation”. — Management Science, March 1980, p. 242—260.

6 Ñì.: Ò. E. Hlavac, Jr., and J. D. C. Little. „A Geographic Model of an Automobile Market”, — Working Paper ¹ 186—66. Cambridge, Massachusettes Institute of Technology, Alfred P. Sloan School of Management, 1966.

7 Ñì.: John D. C. Little and Leonard M. Lodish. „A Media Planning Calculus”. — Operations Research, January—February 1969, p. 1—35.

8 Ñì.: Glen L. Urban and John R. Hauser. „Design and Marketing of New Products”. Englewood Cliffs, N.J., „Prentice-Hall”, 1980.

9 Ïðåêðàñíûé àííîòèðîâàííûé ïåðå÷åíü îñíîâíûõ èñòî÷íèêîâ äåëîâîé è ìàðêåòèíãîâîé èíôîðìàöèè äàåòñÿ â êíèãå: Thomas Ñ. Kinnear and James R. Taylor. „Marketing Research: An Applied Approach”. N. Y., „McGraw-Hill”, 1979, p. 128—131, 138—171.

10 Áîëåå ïîäðîáíî îá èññëåäîâàíèÿõ ñì. â êí.: Seymour Banks. „Experimentation in Marketing”. N. Y., „McGraw-Hill”, 1965.

11 Îáçîð ïðèìåíÿåìûõ â èññëåäîâàòåëüñêèõ öåëÿõ ìåõàíè÷åñêèõ óñòðîéñòâ äàåòñÿ â êíèãå: Roger D. Blackwell, James S. Hensel, Michael B. Philips and Brian Sternthal. „Laboratory Equipment for Marketing Research”. Dubuque, Iowa, „Kendall/Hunt", 1970, p. 7—8.

12Ñì.: Âîbbó J. Ña1deã., „Focus Groups and the Nature of Qualitative Marketing Research”. — Journal of Marketing Research, August, 1977, p. 353 — 364.

13 Îïèñàíèå ïðèìåðà ñ ôèðìîé «Àëëåãåíè ýéðëàéíñ» ñîñòàâëåíî íà îñíîâå ñëåäóþùèõ ìàòåðèàëîâ: Harry T. Chandis. „The Birth of USAir”. — Marketing Communications, January 1980, p. 30—32; Grant F. Winthrop. „Agony Airlines’ Becomes a High Flyer”. — Fortune, June 30, 1980, p. 104—108.

Ãëàâà 4. Ìàðêåòèíãîâàÿ ñðåäà

1 Ñì. òàêæå: John Gruen. „Dancevision”. — Dance Magazine, December 1982, p. 91; Tom Nicholson. „Cable TV's First Casualty”. — Newsweek, September 27, 1982, p. 65; „Sifting Through the Fallout of CBS Cable”. — Broadcasting, September 27, 1982, p. 28—30; Harry F. Waters. „Culture Shock on Cable”. — Time, October 6, 1981.

2 Äàííûå, ïðèâîäèìûå â ýòîé ãëàâå, âçÿòû èç «Êðàòêîãî ñòàòèñòè÷åñêîãî îáçîðà ÑØÀ çà 1982—1983 ãã.», à òàêæå ðÿäà äðóãèõ èñòî÷íèêîâ.

3 Ñì.: Ellen Graham. „Advertisers Take Aim at a Neglected Market: The Working Woman”. — Wall Street Journal, July 5, 1977, p. 1.

4 CMA ñîñòîèò èç îäíîãî èëè íåñêîëüêèõ ñìåæíûõ îêðóãîâ îáùåé ÷èñëåííîñòüþ íàñåëåíèÿ íå ìåíåå 100 òûñ. ÷åëîâåê è öåíòðàëüíûì ãîðîäîì ñ íàñåëåíèåì íå ìåíåå 50 òûñ. ÷åëîâåê (èëè äâóìÿ áëèçêî ðàñïîëîæåííûìè äðóã ê äðóãó ãîðîäàìè ñ îáùèì ÷èñëîì æèòåëåé — 50 òûñ. ÷åëîâåê).

5 Ñì.: Rachel Carson. „Silent Spring” Boston, „Houghton Mifflin”, 1962.

6 „First Annual Report of the Council on Environmental Quality”. Washington, D. C., „Government Printing Office”, 1970, p. 158.

7 „The Coming Boom in Solar Energy”. — Business Week, October 9, 1978, p. 88—104.

8 Ñì.: Karl E. Henion II. „Ecological Marketing”. Columbus, Ohio, „Grid”, 1976.

9 Ñì.: Alvin Toffler. „Future Shock”. N. Y., „Bantam”. 1970, p. 25—30.

10 Íàèáîëåå ïîëíûé ñïèñîê âîçìîæíûõ áóäóùèõ òîâàðîâ äàí â êíèãå: Dennis Gabor „Innovations: Scientific, Technological and Social”. London, „Oxford University Press”, 1970. Ñì. òàêæå: Charles Panat. „Breakthroughs”. Boston, „Houghton Mifflin”, 1980 è „Technologies for the 80’s”. — Business Week, July 6, 1981, p. 48 ff.

11 Ñì.: Dennis D. Fisher. „Realemon Sales Tactics Hit”. — Chicago Sun-Times, July 4, 1974.

12 Leo Greenland. „Advertisers Must Stop Conning Customers”. — Harvard Business Review, July-August 1974, p. 18.

13 Ñì.: Edward Meadows. „Bold Departures in Antitrust”. — Fortune, October 5, 1981, p. 180—188.

14 Bill Abrams. «„Middle Generation” Growing More Concerned with Selves» — Wall Street Journal, January 21, 1982, p. 25.

Ãëàâà 5. Ïîòðåáèòåëüñêèå ðûíêè

è ïîêóïàòåëüñêîå ïîâåäåíèå ïîòðåáèòåëåé

1 Ïîäãîòîâëåíî àâòîðîì íà îñíîâå ñëåäóþùèõ ìàòåðèàëîâ: „The $100 Million Object Lesson”. — Fortune, January 1971; „The End of Corfam”. — Wall Street Journal, March 17, 1971, p. 1.

2 Ñì.: „Statistical Abstract of the United States”, 1980.

3 Ñì.: Kevin A. Wall. „New Market: Among Blacks, the Haves Are Now Overtaking the Have-Nots”. — Advertising Age, February 11, 1974, p. 35—36; Mary Jane Schlinger and Joseph T. Plummer. „Advertising in Black and White”. — Journal of Marketing Research, May 1972, p. 149—153; Raymond A. Bauer and Scott M. Cunningham. „The Negro Market”. — Journal of Advertising Research, April 1970, p. 3—12.

4 Melvin Helitzer and Carl Heyel. „The Youth Market”. N.Y., „Media Books”, 1970, p. 58; George W. Schiele. „How to Reach the Young Consumer”. — Harvard Business Review, March-April 1974, p. 77—86.

5 Ñì.: „The Graying of America”. — Newsweek, February 28, 1977, p. 50—65.

6 Ñì.: Rena Bartos. „What Every Marketer Should Know about Women”. — Harvard Business Review, May-June 1978, p. 73—85.

7 Ñì.: A. H. Kizilbash and E. T. Garman. „Grocery Retailing in Spanish Neighborhoods”. — Journal of Retailing, Winter 1975—76, p. 15—22 ff.

8 Ñì.: Leon G. Schiffman and Leslie Lazar Kanuk. „Consumer Behavior”. Englewood Cliffs, N.J., „Prentice-Hall”, 1978, p. 343—356.

9 Ñì.: Harry L. Davis. „Decision Making within the Household”. — Journal of Consumer Research, March 1976, p. 241—260; Harry L. Davis and Benny P. Rigaux. „Perception of Marital Roles in Decision Processes”. — Journal of Consumer Research, June 1974, p. 51—60; Harry L. Davis. „Dimensions of Marital Roles in Consumer Decision-Making”. — Journal of Marketing Research, May 1970, p. 168—177.

10 Ñì.: „Flaunting Wealth: It's Back in Style”. — U.S. News & World Report, September 21, 1981, p. 61—64.

11 CM.:Gail Sheehy. „Passages: Predictable Crises in Adult Life”. N. Y., „Dutton”, 1974; Roger Gould. „Transformations”. N.Y., „Simon & Schuster”, 1978.

12 Ñì.: Raymond L. Horton. „Some Relationships Between Personality and Consumer Decision-Making”. — Journal of Marketing Research, May, 1979, p. 244—245.

13 Áîëåå ïîäðîáíî îá ýòîì ìîæíî ïðî÷åñòü â ñëåäóþùèõ ðàáîòàõ: Edward L. Grubb and Harrison L. Grathwohl. „Consumer Self-Concept, Symbolism, and Market Behavior: A Theoretical Approach”. — Journal of Marketing, October 1967, p. 22—27; Ira J. Dolich. „Congruence Relationships Between Self-images and Product Brands”. — Journal of Marketing Research, February 1969, p. 40—47; E. Laird Landon, Jr. „The Differential Role of Self-Concept and Ideal Self-Concept in Consumer Purchase Behavior”. — Journal of Consumer Research, September 1974, p. 44—51.

14 Ñì.: Abraham H. Maslow. „Motivation and Personality”. N.Y., „Harper & Row”, 1954, p. 80—106.

15 Bernard Berelson and Gary A. Steiner. „Human Behavior: An Inventory of Scientific Findings”. N. Y., „Harcourt Brace Jovanovich”, 1964, p. 88.

16 Ýòà çàâèñèìîñòü èçâåñòíà ïîä íàçâàíèåì çàêîíà Âåáåðà, ÿâëÿþùåãîñÿ îäíèì èç îñíîâíûõ çàêîíîâ ïñèõîôèçèêè.

17 Ñì.: David Krech, Richard S. Crutchfield and Egerton L. Ballachey. „Individual in Society”. N.Y., „McGraw-Hill”, 1962, ch. 2.

18 Òåîðåòèêè ìàðêåòèíãà ðàçðàáîòàëè íåñêîëüêî ìîäåëåé ïðîöåññà ïðèíÿòèÿ ïîòðåáèòåëåì ðåøåíèÿ î ïîêóïêå. Íàèáîëåå ïîïóëÿðíûå ìîäåëè îïèñàíû â ñëåäóþùèõ ðàáîòàõ: John A. Howard and Jagdish N. Sheth. „The Theory of Buyer Behavior”. New York, „John Wiley”, 1969; Francesco M. Nicosia. „Consumer Decision Processes”. Englewood Cliffs, N.J.; „Prentice-Hall”, 1966; James F. Engel, Roger D. Blackwell and David T. Kollat. „Consumer Behavior”, 3d ed. N.Y., „Holt, Rinehart & Winston”, 1978.

19 Ñì.: Chte L. Narayana and Ron J. Markin. „Consumer Behavior and Product Performance: An Alemrnative Conceptualization”. — Journal of Marketing, October 1975, p. 1—6. Óïîìèíàåìûå çäåñü âèäû êîìïëåêòîâ ÿâëÿþòñÿ ðàçðàáîòêîé ïîíÿòèÿ «âñïëûâàþùåãî â ïàìÿòè êîìïëåêòà», êîòîðîå áûëî âïåðâûå ïðåäëîæåíî â ðàáîòå J. A. Howard and J. N. Sheth „The Theory of Buyer Behavior”. Àâòîðû îïðåäåëÿëè «âñïëûâàþùèé â ïàìÿòè êîìïëåêò» êàê êîìïëåêò ìàðîê, «êîòîðûå ÿâëÿþòñÿ àëüòåðíàòèâíûìè â ïðîöåññå ñîâåðøåíèÿ ïîêóïàòåëüñêîãî âûáîðà».

20Ñì.: James H. Myers and Mark L. AIpert. „Semantic Confusion in Attitude Research: Salience vs. Importance vs. Determinance. — „Advances in Consumer Research”. Proceedings of the Seventh Annual Conference of the Association of Consumer Research, October, 1976, p. 106—110.

21 Ñì.: Paul E. Green and Yoram Wind. „Multiattribute Decisions in Marketing: A Measurement Approach”. Hinsdale, ²²²., „Dryden Press”, 1973, ch. 2.

22 Ñì.: 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.

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

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

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

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

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

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

Ãëàâà 6. Ðûíîê ïðåäïðèÿòèé

è ïîâåäåíèå ïîêóïàòåëåé îò èìåíè ïðåäïðèÿòèé

1 ×àñòü ìàòåðèàëà âçÿòà èç: „The College Caterers are Dropping Out”. — Business Week, April 23, 1979, p. 36—37.

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

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

4 Webster and Wind. Op. cit., p. 6.

5 Ibid., p. 78—80.

6 Ñì.: Murray Harding. „Who Really Makes the Purchasing Decision?” — Industrial Marketing, September 1966, p. 76. Äàëüíåéøåå ðàçâèòèå ýòà òî÷êà çðåíèÿ ïîëó÷èëà â ðàáîòå: 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.

7 Webster and Wind. Op. cit, p. 33—37.

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

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

10 Ñì.: 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.

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

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

Ãëàâà 7. Ñåãìåíòèðîâàíèå ðûíêà,

âûáîð öåëåâûõ ñåãìåíòîâ è ïîçèöèîíèðîâàíèå òîâàðà.

1 Íàïèñàíî àâòîðîì íà îñíîâå: „Coke's Big Marketing Blitz”. — Business Week, May 30, 1983, p. 58—64.

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

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

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

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

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

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

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

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

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

11 Çà îñíîâó âçÿòà êëàññèôèêàöèÿ èç ñåðèè ñòàòåé: George H. Brown. „Brand Loyalty — Fact or Fiction” — Advertising Age, June 1952 — January 1953.

12 Áîëåå ïîäðîáíî î ïåðåìåííûõ ñåãìåíòèðîâàíèÿ ðàññêàçàíî â ðàáîòå: Ronald Frank, William Massy, and Yoram Wind. Market Segmentation, Englewood Cliffs, N.J., Prentice-Hall, 1972.

13 Ñì.: 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.

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

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

16 Ê ïîäîáíûì ñõåìàì ñëåäóåò îòíîñèòüñÿ ñ îñòîðîæíîñòüþ, ïîñêîëüêó â íèõ îòðàæåíû óñðåäíåííûå ïðåäñòàâëåíèÿ è íå âñå êëèåíòû âîñïðèíèìàþò òîâàðû èìåííî òàêèì îáðàçîì.

Ãëàâà 8. Ðàçðàáîòêà òîâàðîâ:

òîâàðû, òîâàðíûå ìàðêè, óïàêîâêà, óñëóãè

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

2 Î êîìïëåêòíûõ ïðîäàæàõ ðàññêàçàíî â ãë. 6.

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

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

5 Âñå òðè îïðåäåëåíèÿ ïðèâîäÿòñÿ â „Marketing Definitions ...” Op. cit.

6 Ïåðâûå òðè îïðåäåëåíèÿ ìîæíî íàéòè â „Marketing Definitions ...” Op. cit. Áîëåå ïîäðîáíî îá ýòîé êëàññèôèêàöèè ñì.: 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.

7 Ïåðâûå ÷åòûðå îïðåäåëåíèÿ ìîæíî íàéòè â „Marketing Definitions...” Op. cit.

8 Ñì.:ÂØ 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.

10 Ñì.: Theodore R. Gamble.,,Brand Extension”. — „Plotting Marketing Strategy”, ed. Lee Adler. N. Y., "Simon & Schuster”, 1967, p. 170—171. Ïðèìåðû áîëåå ïîçäíåãî âðåìåíè ïðèâîäÿòñÿ â ñòàòüå: „Name Game”. —Time, August 31, 1981, p. 41—42.

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

12 cm. „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.

14 Peter G. Banting. „Customer Service in Industrial Marketing: A Comparative Study”. — European Journal of Marketing 10, ¹ 3, 1976, p. 140.

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

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

17 Ýòî îïðåäåëåíèå ïðèâîäèòñÿ â „Marketing Definitions...”Op. cit.

Ãëàâà 9. Ðàçðàáîòêà òîâàðîâ: ïîäõîä ê ðàçðàáîòêå

íîâûõ òîâàðîâ è ïðîáëåìàì æèçíåííîãî öèêëà òîâàðîâ

1 Íàïèñàíî àâòîðîì ïî ìàòåðèàëàì çàìåòîê ïðîôåññîðà Ãàðîëüäà Ó. Ôîêñà, à òàêæå íà îñíîâå ñòàòåé: „Ð & G's Aren't Chips Of the Old Spud, Bit They Are Selling”. — Wall Street Journal, March 28, 1974 è „In Spite of Huge Losses, Procter & Gamble Tries Once More to Revive Pringle's Chips”. — Wall Street Journal. October 7, 1981.

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

3 Ñì.: Edward M. Tauber. „Forecasting Sales Prior to Test Market”. — Journal of Marketing, January 1977, p. 80—84, à òàêæå 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.

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

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

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

7 Robert 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.

8 Ibid., p. 51.

9 Ibid., p. 52.

10 Äëÿ ïðîâåäåíèÿ òàêîãî àíàëèçà èñïîëüçóþò íåñêîëüêî ðàçíûõ ìåòîäèê. Ñì.: Philip Kotler. „Phasing out Weak Products”. — Harvard Business Review, March - April 1965, p. 107—18, à òàêæå Paul W. Hamelman and Edward M. Mazze. „Improving Product Abandonment Decisions”. — Journal of Marketing, April 1972, p. 20—26.

11 Áîëåå ïîäðîáíî î êîíöåïöèè æèçíåííîãî öèêëà òîâàðà ìîæíî ïðî÷åñòü â ñëåäóþùèõ ðàáîòàõ: 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. Ñì. òàêæå îòäåëüíûé ðàçäåë, â êîòîðûé âêëþ÷åíû ñòàòüè, êàñàþùèåñÿ ïðîáëåì æèçíåííîãî öèêëà òîâàðà, â îñåííåì íîìåðå JournalofMarketing çà 1981 ãîä.

Ãëàâà 10. Óñòàíîâëåíèå öåí íà òîâàðû:

çàäà÷è è ïîëèòèêà öåíîîáðàçîâàíèÿ

1 Philip Kotler. „Marketing for Nonprofit Organizations”. Englewood Cliffs, N.J., „Prentice-Hall”, 1982, p. 303—304.

2 David J. Schwartz. „Marketing Today: a Basic Approach”, 3d ed. N.Y., „Harcourt Brace Jovanovich”, 1981, p. 271.

3„Departmental Merchandising and Operating Results of 1965”. N.Y., National Retail Merchants Association, 1965.

4 Lee E. Preston. „Profits, Competition and Rules of Thumb in Retail Food Pricing”. Berkeley University of California Institute of Business and Economic Research, 1963, p. 31.

5 Ibid., p. 29—40.

6 Ñì.: Daniel A. Nimer. „Pricing the Profitable Sales Has a Lot to Do With Perception”. — Scales Management, May 19, 1975, p. 13—14.

7 Áîëåå ïîäðîáíî îá ýòîì ñì. â ñòàòüå: Edward R. Hawkins. „Price Policies and Theory”. — Journal of Marketing, January 1954, p. 233—240.

Ãëàâà 11. Óñòàíîâëåíèå öåí íà òîâàðû:

ïîäõîäû ê ïðîáëåìå öåíîîáðàçîâàíèÿ

1 Ñì.: Joel Dean. Hall", „ Managerial Economics”. Englewood Cliffs, N.J., „Prentice-Hall”, 1951, p. 420 ff.

2 Ñì.: George Sligler. „The Theory of Price”, rev. ed. N.Y., „Macmillan”, 1952, p. 215 ff.

3 Ñì.: „Flexible Pricing”. — Business Week, December 12, 1977, p. 78—88.

4 cm. „Pricing Strategy in an Inflation Economy”. — Business Week, April 6, 1974, p. 43—49.

5 Norman H. Fuss, Jr. „How to Raise Prices — Judiciously — to Meet Today's Conditions”. — Harvard Business Review, May-June 1975, p. 10 f.

6 Ïðåêðàñíûé îáçîð äàåòñÿ â ðàáîòå: Kent Â. Ìonroe. „Buyers’ Subjective Perceptions of Price”. — Journal of Marketing Research, February 1973, p. 70—80.

7 Alfred R. Oxenfeldt. „Pricing for Marketing Executives”. San-Francisco, „Wadsworth”, 1961, p. 28.

Ãëàâà 12. Ìåòîäû ðàñïðîñòðàíåíèÿ òîâàðîâ:

êàíàëû ðàñïðåäåëåíèÿ è òîâàðîäâèæåíèÿ

1 Íàïèñàíî àâòîðîì íà îñíîâå: Russell Leavitt. „Billions in Blossoms”. — Fortune, May 18, 1981, p. 68—75.

2Ïåðå÷íè ïîäîáíîãî ðîäà ïðèâîäÿòñÿ òàêæå â ðàáîòàõ: Edmund D. McGarry. „Some Functions of Marketing Reconsidered”. — „Theory in Marketing”, ed. Reavis Cox and Wroe Alderson. Homewood, 111., „Richard D. Irwin", 1950, p. 269—273, à òàêæå Louis P. Bucklin. „A Theory of Distribution Channel Structure”. Berkeley, Institute of Business and Economic Research, University of California, 1966, p. 10—11.

3Ronald Abler, John S. Adams and Peter Gould. „Spatial Organization: the Geographer's View of the World”. Englewood Cliffs, N. J., „Prentice-Hall", 1971, p. 531—532.

4 William G. Zikmund and William J. Stanton. „Recycling Solid Wastes: a Channels — of — Distribution Problem”. — Journal of Marketing, July 1971, p. 34.

5 Bert C. McCammon, Jr. „Perspectives for Distribution Programming” —„Vertical Marketing Systems”, ed. Louis P. Bucklin. Clenview, ²²². „Scott Foresman", 1970, p. 32—51.

6 Ibid., p. 45.

7 Ñì.: Robert E. Weigand. „Fit Products and Channels to Your Markets”. — Harvard Business Review, January-February 1977, p. 95—105.

8Î ðàáîòå äèñòðèáüþòîðîâ òîâàðîâ ïðîìûøëåííîãî íàçíà÷åíèÿ ìîæíî ïðî÷åñòü â ñòàòüå: Frederick E. Webster, Jr. „The Role of Industrial Distributor”. — Journal of Marketing, July 1976, p. 10—16.

9 Ñì.: Bert Rosenbloom. „Marketing Channels: a Management View”. Hinsdale, III, „Dryden Press”, 1978, p. 192—203.

10 Ñì.: McCammon. Perspectives for Distribution Programming, p. 43.

11 Ñì.: Â. J. LaLonde and P. H. Zinszer. „Customer Service: Meaning and Measurement”. Chicago, National Council of Physical Distribution Management, 1976.

12 Ñì.: Jurgen F. Ringer and Charles D. Howell. „The Industrial Engineer and Marketing” —„Industrial Engineering Handbook”(2d ed.), ed. Harold Bright Maynard. N.Y., „McGraw-Hill", 1963, p. 10, 102—103.

Ãëàâà 13. Ìåòîäû ðàñïðåäåëåíèÿ òîâàðîâ:

ðîçíè÷íàÿ è îïòîâàÿ òîðãîâëÿ.

1 Liz Roman Gallese. The Cheese at Spag's Is Next to the Rugs — Over by the Golf Balls” — Wall Street Journal, January 28, 1983, p. 1; „The Discount Twist in Suburban Shopping Malls”. — Business Week, July 7, 1980, p. 94—96; Walteã ÌñQuade. „The Man Who Makes Millions on Mistakes”. — Fortune, September 6, 1982, p. 106—116; John Merwin. „Lemons to Lemonade”. — Forbes, August 30, 1982, p. 60—61.

2„Statistical Abstract of U.S.”, 1982—1983.

3„Standard and Poor's Industry Surveys”. — Retailing, June 1983.

4 John Dennis McDonald. „The Game of Business”, N. Y., „Doubleday”, 1975, p. 102.

5 Phyllis Berman. „Too Big for Miracles”. — Forbes, June 15, 1977, p. 26.

6 Ernest Samhaber. „Merchants Make History”. N. Y., „Harper & Row”, 1964, p. 345—348.

7 Öèòèðóåìàÿ ÷àñòü îïðåäåëåíèÿ âçÿòà èç ðàáîòû: Walter J. Salmon, Robert D. Buzzell, Stanton G. Cort, and Michael R. Pearce. „The Super Store — Strategic Implications for the Seventies”. Cambridge, Mass., Marketing Science Institute, 1972, p. 83.

8 Ñì. „Supermarkets Eye The Sunbelt”. — Business Week, September 27, 1976, p. 61,

9 „Standard and Poor's Industry Surveys”. — Retailing, June 1983.

10 Salmonetal. „The Super Store”, p. 4.

11 Ïåðå÷åíü îñîáåííîñòåé â ñëåãêà èçìåíåííîì âèäå âçÿò èç ðàáîòû: Ronald R. Gist. „Retailing Concepts and Decisions”. N.Y., „John Wiley”, 1968, p. 45—46.

12 „Standard and Poor's Industry Surveys”. — Retailing, June 1983.

13 Ñì.: Jonathan N. Goodrich and Jo Ann Hoffman. „Warehouse Retailing: The Trend of the Future”. — Business Horizons, April 1979, p. 45—50.

14 „Catalog Showroom Hot Retailer”. — Chicago Tribune, December 6, 1978, Sec. 4, p. „Standard and Poor's Industry Surveys”. — Retailing, June 1983.

15 Leo Bogart. „The Future in Retailing”. — Harvard Business Review, November-December 1973, p. 26.

16 Belden Menkus. „Remote Retailing a Reality by 1985? ” — Chain Store Age Executive, September 1975, p. 42.

17 „Millions by Mail”. — Forbes, March 15, 1976, p. 82.

18 Ïðåêðàñíûé ìàòåðèàë î ìåòîäàõ è ïðèåìàõ «äèðåêò ìåéë» ìîæíî íàéòè â ðàáîòå: Bob Stone. „Successful Direct Marketing Methods”, 2nd, rev. ed. Chicago, „Grain Books", 1979.

19 Ñì.: G. R. Schreiber. „A Concise History of Vending In the U.S.A”. Chicago, „Vend”, 1961, p. 9.

20 Ñì.: „How the 'New Sell' is Raking in Billions”. — U. S. News & World Report, May 8, 1978, p. 74—75.

21 Ñì.: Ronald R. Gist. „Marketing and Society: Text and Cases”, 2nd ed. Hinsdale, ²²²., „Dryden Press”, 1974, p. 334.

22 Ñì.: Rollie Tillman. „Rise of the Conglomerchant”. — Harvard Review, November-December 1971, p. 44—51.

23 Ñì.: Phyllis Berman. „Melville, Corp.: Discounting with a Diflerence”. — Forbes, April 16, 1979, p. 93—94.

24 Ýòî îïðåäåëåíèå, äàííîå Èíñòèòóòîì ãðàäîñòðîèòåëüñòâà, ïðèâîäèòñÿ â ðàáîòå: Roger A. Dickinson. „Retail Management: a Channels Approach”. Belmont, Calif. „Wadsworth”, 1974, p. 9.

25 David Elsner. „Shopping Center Boom Appears to Be Fading Due to Oberbuilding”. — Wall Street Journal, September 7, 1976, p. 1.

26 Menkus. „Remote Retailing”, p. 42.

27 Áîëåå ïîäðîáíî îá ýòîì ñì. òàêæå: Philip Kotler. „Atmospherics as a marketing Tool”. — Journal of Retailing, Winter 1973/74, p. 48—64.

28 Harold Haydon. „Galleries: a Little Push Is Better That Too Much or No Promotion at All”. — Chicago Sun-Times, October 30, 1970, p. 55.

29 Ñì.: David A. Revzan. „Wholesaling in Marketing Organization”. N. Y., „John Wiley”, 1961, p. 10—11.

30 Ñì. „Statistical Abstract of U.S”, 1982—1983.

Ãëàâà 14. Ïðîäâèæåíèå òîâàðîâ:

ñòðàòåãèÿ êîììóíèêàöèè è ñòèìóëèðîâàíèÿ

1 Íàïèñàíî àâòîðàìè ïî ìàòåðèàëàì ïðîñïåêòà ôèðìû «Ïèööà èíí».

2 Çà èñêëþ÷åíèåì îïðåäåëåíèÿ ïîíÿòèÿ «ñòèìóëèðîâàíèå ñáûòà», âñå îñòàëüíûå çàèìñòâîâàíû èç: „Marketing Definitions: a Glossary of Marketing Terms”. Chicago, American Marketing Association, 1960.  ïîíÿòèå «ñòèìóëèðîâàíèå ñáûòà» Àìåðèêàíñêàÿ àññîöèàöèÿ ìàðêåòèíãà ïîìèìî ïîîùðèòåëüíûõ ïðîãðàìì âêëþ÷àåò òàêèå ñðåäñòâà ðàñïðîñòðàíåíèÿ ìàðêåòèíãîâîé èíôîðìàöèè, êàê ýêñïîçèöèè, ïîêàçû, âûñòàâêè è äåìîíñòðàöèè, êîòîðûå ìîæíî ñêîðåå êëàññèôèöèðîâàòü êàê ôîðìû ðåêëàìû, ëè÷íîé ïðîäàæè èëè ïðîïàãàíäû. Íåêîòîðûå òåîðåòèêè ìàðêåòèíãà ïðåäëàãàþò äîïîëíèòü â êà÷åñòâå ïÿòîé ñîñòàâëÿþùåé êîìïëåêñà ñòèìóëèðîâàíèÿ «óïàêîâêó», òîãäà êàê äðóãèå ðàññìàòðèâàþò åå êàê îäíó èç ñîñòàâíûõ ÷àñòåé òîâàðà.

3 Ñì.: Michael L. Ray and William L. Wilkie. „Fear: the Potential of an Appeal Neglected by Marketing”. — Journal of Marketing, January 1970, p. 55—56; Brian Sternthal and C. Samuel Craig. „Feal Appeals Revisited and Revised”. — Journal of Consumer Research, December 1974, p. 22—34.

4 Brian Sternthal and C. Samuel Craig. „Humor in Advertising”. — Journal of Marketing, October 1973, p. 12—18.

5Carl I. Hovland and Wallace Mandell. „An Experimental Comparison”. — Journal of Abnormal and Social Psychology, July 1952, p. 581—588.

6 Ñì.: Ñ. I. Hovland, A. A. Lumsdaine and F. D. Sheffield. „Experiments on Mass Communication”, vol. 3. Princeton, N.J., „Prinston University Press”, 1948, chap. 8.

7 Áîëåå ïîäðîáíî îá ýòîì ñì.: James F. Engel, Roger D. Blackwell and David T. Kollat. „Consumer Behavior”, 3d ed. Hinsdale, ²²²., „Dryden Press”, 1978, p. 346—348.

8 Ñì.: Thomas S. Robertson. „Innovative Behavior and Communication”. N. Y., „Holt, Rinehart & Winston”, 1971, chap. 9.

9 cm,: Philip Kotler. „Atmospherics as a Marketing Tool ”. — Journal of Retailing, Winter 1973/74, p. 48 —64.

10 P.P. Lazarfeld, B. Berelson and H. Gaudet. „The People's Choice”, 2d ed. N. Y., „Columbia University Press”, 1948, p. 151.

11 Herbert C. Kelman and Carl I. Hovland. „Reinstatement of the Communication in Delayed Measurement of Opinion Change”. — Journal of Abnormal and Social Psychology, 48, 1953, p. 327 —335. ”. — Fortune, December 1956, p. 123.
13 Albert Wesley Frey. „How Many Dollars for Advertising”. N.Y., „Ronald Press”, 1955, p. 65.

14 Ibid., p. 49.

15 Ñì.: G. Maxwell Ule. «A Media Plan for “Sputnik” Cigarettes». — „How to Plan Media Strategy”. American Association of Advertising Agencies, 1957 Regional Convention, p. 41—52.

16 Ñì.: Sidney J. Levy. „Promotional Behavior”. Glenview, ²²²., „Scott, Foresman”, 1971, chap. 4.

17 Ibid.

18 Sales and Marketing Management, February 23, 1981, p, 34.

19 „How Advertising Works in Today's Marketplace”. — „The Morrill Study”. N.Y., „McGraw-Hill", 1971, p. 4.

20 „What IBM Found about Ways to Influence Selling”. — Business Week, December 5, 1959, p. 69 —70. Ñì. òàêæå ñòàòüþ: Harold Ñ. Cash and William J. Crissy. „Comparison of Advertising and Selling” —,,The Psychology of Selling”, vol. 12. Flushing, N.Y., Personal Development Associates, 1965.

Ãëàâà 15. Ïðîäâèæåíèå òîâàðîâ:

ðåêëàìà, ñòèìóëèðîâàíèå ñáûòà è ïðîïàãàíäà

1 Bob Spitz. „Caution: Men at Work on Men at Work”. — Esquire, July 1983, p. 105 —109; Kurt Loder. „Men at Work: Out to Lunch”. — Rotting Stone, June 23, 1983, p. 16 —19, 87, 88.

2Äàííûå îá îáúåìå è ñòðóêòóðå ðåêëàìíîé äåÿòåëüíîñòè è ñòà êðóïíåéøèõ îáùåíàöèîíàëüíûõ ðåêëàìîäàòåëÿõ âçÿòû èç íîìåðîâ æóðíàëà «Àäâåðòàéçèíã ýéäæ» îò 16 ôåâðàëÿ è 10 ñåíòÿáðÿ 1981 ã. è «Êðàòêîãî ñòàòèñòè÷åñêîãî îáçîðà ÑØÀ çà 1982 —1983 ãã.»

3 Ñì.: Russell H. Colley. „Defining Advertising Goals for Measured Advertising Results”. N. Y., Association of National Advertisers, 1961.

4 Ñì.: William L. Wilke and Paul W. Farris. „Comparison Advertising: Problem and Potential”. — Journal of Marketing, October 1975, p. 7 —15.

5 Ñì.: Russell L. Ackoff and James R. Emshoff. „Advertising Research at Anheuser-Busch; Inc. (1963 —1968).” — Sloan Management Review, Winter 1975, p. 1—15.

6 John C. Maloney. „Marketing Decisions and Attitude Research”. — „Effective Marketing Coordination”, ed. George L. Baker, Jr. Chicago, American Marketing Association, 1961, p. 595 —618.

7 Dik Warren Twedt. „How to Plan New Products, Improve Old Ones, and Create Better Advertising”. — Journal of Marketing, January 1969, p. 53 —57.

8 Ñì.: William A. Mindak and H. Malcolm Âóbee. „Marketing's Application to Fund Raising”. — Journal of Marketing, July 1971, p. 13 —18.

9 Ñì.: L. Greenland. „Is This the Era of Positioning?” — Advertising Age, May 29, 1972.

10 Philip H. Dougherty. «Bad ‘Pulses’ the Market». — New York Times, February 18, 1975, p. 40.

11 Ñì.: David B.Montgomery and Alvin J. Silk. „Estimating Dynamic Effects of Market Communications Expenditures”. — Management Science, June 1972, p. 485 —501.

12 Ñì. Rober D. Buzzell. „E.I. Du Pont de Nemours & Co.: Measurement of Effects of Advertising” — R. D. Buzell. „Mathematical Models and Marketing Management”. Boston, Division of Research, Graduate School of Business Administration, Harvard University, 1964, p. 157 —179.

13 Ñì.: Roger A. Strang. „Sales Promotion — Fast Growth, Faulty Management”. — Harvard Business Review, July-August 1976, p. 115 —124.

14 Ibid., p. 116 —119.

15 Ñì.: Roger A. Strang, Robert M. Prentice and Alden G. Clayton. „The Relationship between Advertising and Promotion in Brand Strategy”. Cambridge, Mass., Marketing Science Institute, 1975, chap. 5.

16 Strang. „Sales Promotion”, p. 124.

17 Áîëüøèíñòâî îïðåäåëåíèé â ýòîì ðàçäåëå îñíîâàíû íà ìàòåðèàëàõ ðàáîòû: John F. Luick and William Lee Siegler. „Sales Promotion and Modern Merchandising”. N.Y., „McGraw-Hill”, 1968.

18 Áîëåå ïîäðîáíî îá ýòîì ìîæíî ïðî÷åñòü â ðàáîòå: Carl-Magnus Seipel. „Premiums — Forgotten by Theory”. — Journal of Marketing, April 1971, p. 26 —34.

19 Ñì.: Fred. C. Allvine. „The Future for Trading Stamps and Games”. — Journal of Marketing, January 1969, p. 45 —52.

20 Ñì. „Our L'eggs Fit Your Legs”. — Business Week, March 27, 1972.

21 Ñì.: Walter A. Gaw. „Specialty Advertising”. Chicago, Specialty Advertising Association, 1970.

22 Ñì.: Suzette Cavanaugh. „Setting Objectives and Evaluating the Effectiveness Of Trade Show Exhibits”. — Journal of Marketing, October 1976, p. 100 —105.

23 Rusell D. Bowman. „Merchandising and Promotion Grow Big in Marketing World”. — Advertising Age, December 1974, p. 21.

24 Ñì.: Strang. „Sales Promotion”, p. 120.

25 Ñì.: George Black. „Planned Industrial Publicity”. Chicago, „Putman Publishing”, 1952, p. 3.

26Ñì.: Arthur M. Merims. „Marketing's Stepchild: Products Publicity”. — Harvard Business Review, November-December 1972.

Ãëàâà 16. Ïðîäâèæåíèå òîâàðîâ:

ëè÷íàÿ ïðîäàæà è óïðàâëåíèå ñáûòîì

1 Michael Waldholz. «How a 'Detail Man' Promotes New Drugs to Tennessee Doctors». — Wall Street Journal, November 8, 1982.

2 Robert N. McMurry. „The Mystique of Super-Salesmanship”. — Harvard Business Review, March-April 1961, p. 114.

3 Ñì.: William R. Dixon. „Redetermining the Size of the Sales Force: a Case Study”. — „Changing Perspectives in Marketing Management”, ed. Marting R. Warshaw. Ann Arbor, University of Michigan, 1962, p. 58.

4 Roger M. Pegram. „Selling and Servicing the national Account”. N. Y., Conference Board, 1972,

5 William H. Kaven. „Managing the Major Sale”. N. Y., American Management Association, 1971; Benson P. Shapiro and Ronald S. Posner. „Making the Major Sale”. — Harvard Business Review, March-April 1976, p. 68—78.

6 Ñì.: Walter J. Talley. „How to Design Sales Territories”. — Journal of Marketing, January 1961, p. 7—13.

7 Ñì.: Marketing News, February 5, 1982, p. 1.

8 Îáñëåäîâàíèå ïðîâîäèëîñü íüþ-éîðêñêèì «Êëóáîì ðóêîâîäèòåëåé ñëóæá ñáûòà», à î åãî ðåçóëüòàòàõ áûëî ðàññêàçàíî â æóðíàëå BusinessWeek, February 1, 1964, î. 52.

9 McMurry. „Mystique of Super — Salesmanship”, p. 117.

10 Ibid., p. 118.

11 David Mayer and Herbert M. Greenberg. „What Makes a Good Salesman”. — Harvard Business Review, July-August 1964, p. 119 —125.

12 „Double-Digit Hikes in 1974 Sales Training Costs”. — Sales and Marketing Management, January 6, 1975, p. 54.

13 Ðàññêàç î ïðîöåññå ïðîäàæè ÷àñòè÷íî îñíîâàí íà ìàòåðèàëàõ êíèãè: W. J. Å. Crissy, William H. Cunningham and Isabella Ñ. Ì. Cunningham. „Selling: the Personal Force m Marketing”. N. Y., „John Wiley”, 1977, p. 19—29.

14 Mark Hanan. „Join the Systems Sell and You Can't Be Beat”. — Safe and Marketing Management, August 21, 1972, p. 44. Ñì. òàêæå: Mark Hanan, James Cribbin and Herman Heiser. „Consultative Selling”. N. Y., American Management Association, 1976.

Ãëàâà 17. Ñòðàòåãèÿ, ïëàíèðîâàíèå, êîíòðîëü

1 Melville Ñ. Branch. „The Corporate Planning Process”. N. Y., American Management Association, 1962, p. 48 —49.

2 Ñì.: Peter Drucker. „Management: Tasks, Responsibilities, Practices”. N. Y., „Harper & Row”, 1973, chap. 7.

3Theodore Levitt. „Marketing Myopia”. — Harvard Business Review, July-August 1960, p. 45 —56,

4 Ïîëåçíûå ñâåäåíèÿ î ïîñòàíîâêå çàäà÷ ìîæíî ïî÷åðïíóòü â ðàáîòå Charles H. Granger. „The Hierarchy of Objectives”. — Harvard Business Review, May-June 1964, 63 —74.

5 H. Igor Ansoff. „Strategies for Diversification”. — Harvard Business Review, September-October 1957, p. 113 —124.

6 Ïðèìåðû ýìïèðè÷åñêèõ èññëåäîâàíèé íà îñíîâå ýìïèðè÷åñêè ïîäîáðàííûõ ôóíêöèé ðåàêöèè ñáûòà ìîæíî íàéòè â ñëåäóþùèõ ðàáîòàõ: Doyle L. Weiss. „Determinants of Market Share”. — Journal of Marketing Research, August 1968, p. 290—295; Donald E. Sexton, Jr. „Estimating Marketing Policy Effects on Sales of a Frequently Purchased Product”. — Journal of Marketing Research, August 1970, p. 338—347; Jean-Jacques Lambin. „A Computer On-Line Marketing Mix Model”. — Journal of Marketing Research, May 1972, p. 119 —126.

7 Ñì.: Russell Ackoff and James R. Emshoff. „Advertising Research at Anheuser-Busch”. — Sloan Management Review, Winter 1975, p. 1 —15.

8 Ñì.: Philip Kotler. „A Guide to Gathering Expert Estimates”. — Business Horizons, October 1970, p. 79—87.

9 Ñì.: Philip Kotler. „Marketing Decision Making”. N.Y., „Holt, Rinehart & Winston”, 1971.

10 Áîëåå ïîäðîáíî îá ýòîì ñì.: James M. Hulbert and Norman E.Toy. „A Strategic Network for Marketing Control”. — Journal of Marketing, April 1977, p. 12 —20.

11 Îá èñïîëüçîâàíèè ýòèõ ìåòîäîâ ïðèìåíèòåëüíî ê äåÿòåëüíîñòè ñåòè ãîñòèíèö ðàññêàçûâàåòñÿ â ðàáîòå Arthur J. Daltas. „Protecting Service Markets with Consumer Feedback”. — Cornell Hotel and Restaurant Administration Quarterly, May 1977, p. 73 —77.

12 Îñíîâíîé ìàòåðèàë ñì. â êíèãå: Donald R.Longman and Michael Schiff. „Practical Distribution Cost Analysis”. Homewood, ²²². Richard D. Irwin”, 1955.

13 Áîëåå ïîäðîáíî îá ýòîì ñì. â ñòàòüå: Philip Kotler, William Gregor and William Rodgers. „The Marketing Audit Comes of Age”. — Sloan Management Review, Winter 1977, p. 25—43. Ìåòîäèêà ïðîâåäåíèÿ ïðåäâàðèòåëüíîé ðåâèçèè ìàðêåòèíãà îïèñàíà â ðàáîòå: Philip Kotler. „From Sales Obsesion to Marketing Effectiveness”. — Harvard Business Review, November-December 1977, p. 67—75.

Ãëàâà 18. Ìåæäóíàðîäíûé ìàðêåòèíã

1 Íàïèñàíî àâòîðîì íà îñíîâå ñëåäóþùèõ ìàòåðèàëîâ „Brazil: Campbell Soup Fails to Make It to the Table”. — Business Week, October 12, 1981; „Brazil: Gerber Abandons a Baby—Food Market”. — Business Week, February 8, 1982.

2 Ñì.: „The Reluctant Exporter”. — Business Week, April 10, 1978, p. 54—66.

3 Bureau of Economic Analysis, U. S. Department of Commerce.

4 Ñì.: Warren J. Keegan. „Multinational Product Planning: New Myths and Old Realities” — „Multinational Product Management”. Cambridge, Mass., Marketing Science Institute, 1976, p. 18.

5 Ñèñòåìà îöåíêè ïîëèòè÷åñêîé ñòàáèëüíîñòè ðàçíûõ ñòðàí ïðèâîäèòñÿ â ðàáîòå: F.T. Íànår. „Rating Investment Risks Abroad”. —Business Horizons, April 1979, p. 18 —23.

6 Äîïîëíèòåëüíûå ïðèìåðû ïîäîáíîãî ðîäà ìîæíî íàéòè â ðàáîòå: David A. Ricks, Marilyn Y.Ñ. Fu and Jeffery S. Arpan. „International Business Blunders”. Columbus, Ohio, „Grid”, 1974.

7 I gal Ayal and Jehiel Zif. „Market Expansion Strategies in Multinational Marketing”. — Journal of Marketing, Spring 1979, p. 84 —94.

8 James K. Sweeney. „A Small Company Enters the European Market”. — Harvard Business Review, September-October 1970, p. 127 —128.

9 Ñì.: David S.R. Leighton. „Deciding When to Enter International Markets” — „Handbook of Modern Marketing”, ed. Victor P. Âuell. N.Y., „McGraw-Hill”. 1970, p. 23 —28.

10 Ðàññêàç î ñòðàòåãèÿõ âûõîäà ïîñòðîåí â îñíîâíîì íà ìàòåðèàëàõ êíèãè: Gordon E. Miracle and Gerald S Albaum. „International Marketing Management”. Homewood, ²²²., „Richard D. Irwin”, 1970, chaps. 14—16.

11 Warren J. Keegan. „Multinational Product Planning: Strategic Alternatives”. — Journal of Marketing, January 1969, p. 58—62.

12 Lîuis T. We11s, Jr. „A Product Life Cycle for International Trade?” — Journal of Marketing, July 1968, p. 1—6.

13 Ñì.: Miracle and Albaum. „International Marketing Management”, p. 317—319.

14 Ñì.: William D. Hartley. „How to Do It: Cumbersome Japanese Distribution System Stumps U.S. Concerns”. — Wall Street Journal, March 2, 1972, p. 1, 8.

15 Îïèñàíèå ñèñòåì ðàñïðåäåëåíèÿ ðÿäà ñòðàí ïðèâîäèòñÿ â ñòàòüå Wadi-Nambiaratchi. „Channels of Distribution in Developing Economies”. — Business Quarterly, Winter 1965, p. 74—82.

16 Áîëåå ïîäðîáíî îá ýòîì ñì. â ñòàòüå: Arieh Goldman. „Outreach of Consumers and the Modernization of Urban Food Retailing in Developing Countries”. — Journal of Marketing, October 1974, p. 8—16.

17 Yoram Wind, Susan P. Douglas, Howard V. Perlmutter. „Guide—lines for Developing International Marketing Strategies”. — Journal of Marketing, April 1973, p. 14—23.

Ãëàâà 19. Ìàðêåòèíã óñëóã è ìàðêåòèíã

â ñôåðå íåêîììåð÷åñêîé äåÿòåëüíîñòè

1 „Services Grow While the Quality Shrinks”. — Business Week, October 15, 1971, p. 50.

2 Õîðîøèé ïîäðîáíûé ðàññêàç î ñèñòåìå êîíòðîëÿ êà÷åñòâà, ïðàêòèêóåìîé ñåòüþ îòåëåé «Ìàðèîòò», ñîäåðæèòñÿ â ñòàòüå: G. M. Hostage. „Quality Control in a Service Business”. — Harvard Business Review, July-August 1975, p. 98—106.

3 Ñì.: W. Earl Sasser „Match Supply and Demand in Service Industries”. — Harvard Business Review, November-December 1976, p. 133—140.

4 Ñì.: Dan R. E. Thomas. „Strategy is Different in Service Businesses”. — Harvard Business Review, July-August 1978, p. 161.

5 Ñì.: Daniel T. Carroll. „Ten Commandments for Bank Marketing”. — Bankers Magazine, Autumn 1970, p. 74—80; à òàêæå G. Lynn Shostack. „Banks Sell Services — Not Things”. — Bankers Magazine, Winter 1977, p. 40—45.

6 Public Relations News, October 27, 1947.

7 Îáîñíîâàíèå ýòîãî äîâîäà ñì. â ñòàòüå: Philip Kotler and William Mindak. „Marketing and Public Relations”. — JournalofMarketing, October 1978, p. 13—20.

8 Î äðóãèõ ñïîñîáàõ ìàðêåòèíãà óñëóã ñïåöèàëèçèðîâàííîé îðãàíèçàöèè îáñëóæèâàíèÿ ñì.: Philip Kotler and Richard A. Connor, Jr. „Marketing Professional Services”. — Journal of Marketing, January 1977, p. 71—76.

9 Carol Oppenheim. „Bucky Dent: the Selling of a Sudden Superstar”. —Chicago Tribune, December 16, 1978, sec. 2, p. 1.

10 „In the Groove at Mercury Records”. — Chicago Daily News, October 16, 1976.

11 John E. Cooney. „Eddie Fisher Discovers That Regaining Fame Is a Daunting Goal?” — Wall Street Journal, February 20, 1978, p. 1.

12 Theodore White. „The Making of the President 1960”, N.Y., „Atheneum”, 1961, à òàêæå Joe McGinness. „The Selling of the President 1968”. N.Y., „Trident Press”, 1969.

13 Ñì.: E. Glick. „The New Methodology”. Washington D.C., American Institute for Political Communication, 1967, p. 1; Philip Kotler and Neil Êîtler. „Business Marketing for Political Candidates”. — Campaigns and Elections, Summer 1981, p. 24—33.

14 Ðàññêàç î ìàðêåòèíãå «ãîðîäà-íîâîñòðîéêè» Âóäëåíäñà â øòàòå Òåõàñ ïðèâîäèòñÿ â ðàáîòå: Betsy D. Gelb and Ben M. Enis. „Marketing a City of the Future”. — „Marketing is Everybody's Business”. Santa Monica Calif., „Goodyear”, 1977.

15 Ñì.: Scott Cutlip and Allen H. Center. „Effective Public Relations”. 3d ed. Englewood Cliffs, N.J., „Prentice-Hall”, 1964, p. 10.

16 Ñì.: Philip Kotler and Gerald Zaltman. „Social Marketing: An Approach to Planned Social Change”. — Journal of Marketing, July 1971, p. 3—12.

17 Ñì.: Eduardo Roberto. „Strategic Decision — Marking in a Social Program: The Case of Family — Planning Diffusion”. Lexington, Mass., „Lexington Books”, 1975.

18 Ñì.: Karl E. Henion II. „Ecological Marketing”. Columbus, Ohio, „Grid”, 1976.

Ãëàâà 20. Ìàðêåòèíã è îáùåñòâî

1 Ïî ìàòåðèàëàì ðàáîòû: Peter Ò. Hutchinson, Don E. Parkinson and Charles B. Weinberg. „Water Conservation in Palo Alto”. — Christopher H. Lovelock and Charles B. Weinberg, eds. „Cases in Public and Nonprofit Marketing”. Palo Alto, Calif., „Scientific Press”, 1971, p. 183—196.

2Paul W. Stewart and J. Frederick Dewhurst with Louis Field. „Does Distribution Cost Too Much?” N.Y., Twentieth Century Fund, 1939.

3 Jessica Mitford. „The American Way of Death”. N.Y., „Simon & Scruistcr”, 1963.

4 „Rattles, Pings, Dents, Leaks, Creaks — And Costs”. — Newsweek, November 25, 1968, p. 92.

5 Ibid.

6 „The Breakfast of Fatties?” — Chicago Today, July 24, 1970.

7 Gerald Â. Òà1lman. „Planned Obsolescence as Marketing and Economic Policy ”. — „Advancing Marketing Efficiency”, ed. L. H. Stockman. Chicago, American Marketing Association, 1958, p. 27—39.

8 David Caplovitz. „The Poor Pay More”. N.Y., „Free Press”, 1963.

9 Ðå÷ü, ïðîèçíåñåííàÿ íà þðèäè÷åñêîì ôàêóëüòåòå Óíèâåðñèòåòà èì. Âàíäåðáèëüòà è îïóáëèêîâàííàÿ â æóðíàëå «Ìàðêåòèíã íüþñ», àâãóñò 1, 1968, ñ. 11, 15.

10 Òàì æå.

11 Áîëåå ïîäðîáíî îá ýòîì ñì. â êíèãå: Alan R. Andreasen. „The Disadvantaged Customer”. N. Y., „Free Press”, 1975.

12 John Kenneth Galbraith. „The Affluent Society”. Boston, „Houghton Mifflin”, 1958, p. 255.

13 Èç ðåêëàìíîãî îáúÿâëåíèÿ æóðíàëà «Ôàêò», êîòîðûé ñàì íå ïðèíèìàåò ðåêëàìû.

14 Mark Hanan. „Corporate Growth through Venture Management”. — Harvard Business Review. January - February, 1969, p. 44.

15 „FTC v. Procter & Gamble, 386 U.S. 568” (1967).

16 Ñì.: Morris Adelman. „The A & P Case: A Study in Applied Economic Theory”. — Quarterly Journal of Economics, May 1949, p. 238.

17 Áîëåå ïîäðîáíî îá ýòîì ñì. â ðàáîòå: Philip Kotler. „What Consumerism Means for Marketers”. — Harvard Business Review, May-June 1972, p. 48—57, à òàêæå â ðàáîòå Paul N. Bloom and Stephen A. Greyser. „The Maturing of Consumerism”. — Harvard Business Review, November-December 1981, p. 130—139.

18 Rachel Carson. „Silent Spring”. Boston, „Houghton Mifflin”, 1962.

19 Paul R. Ehrlich and Ann H. Ehilich. „Population, Resources, Environment: Issues in Human Ecology”. San Francisco, „W. H. Freeman”, 1970.

20 Donnella H. Meadows, Dennis L. Meadows, Jorgen Randers, and William H. Behrens ²²I. „The Limits to Growth”. N.Y., „Universe Books”, 1972.

21 Âûñêàçûâàíèå Ãîðäîíà Î. Ïåðñîíà ïðèâîäèòñÿ â òîì âèäå, êàê îíî öèòèðóåòñÿ â ñòàòüå: „Flavored Algae from the Sea?” — ChicagoSun-Times, February 3, 1965, p. 54.

22 Earl L. Bailey. „Formulating the Company's Marketing Policies: a Survey”. N. Y., Conference Board, Experiences in Marketing Management, 1968, ¹ 19, p. 3.