Маркетинг менеджмент. Экспресс-курс
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Филип Котлер |
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Управление, подбор персонала |
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97
Арнольд Митчелл (Arnold Mitchell) из Стэнфорда, частное сообщение.
98
Laura Zinn, «Teens: Here Comes the Biggest Wave Yet», BusinessWeek, April 11, 1994, pp. 76—86.
99
Francoise L. Simon, «Marketing Green Products in the Triad», The Columbia Journal of World Business (Fall and Winter 1992): 268—285; Jacquelyn A. Ottman, Green Marketing: Responding to Environmental Consumer Demands (Lincolnwood, IL: NTC Business Books, 1993); Ajay Menon and Anil Menon, «Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy», Journal of Marketing (January 1997): 51—67; Michael Rothschild, «Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors», Journal of Marketing (October 1999): 29—37.
100
См.: Dorothy Cohen, Legal Issues on Marketing Decision Making (Cincinnati: South-Western, 1995).
101
Mike Gatz, «Giving Brains to Off-Highway Brawn», Machine Design, March 3, 2005, pp. 69+; Frank Byrt, «Caterpillar’s Earnings Rose 38% in Quarter on Strong Revenue», Wall Street Journal, April 21, 2005, p. A9; Hubble Smith, «Caterpillar’s Diversity Helps Company During Economic Slumps, Executive Says», Las Vegas Review-Journal, March 21, 2002 (www.Ivrj.com); Jill Jusko, «Caterpillar Program Aims to Drive Down Costs, Improve Collaboration», Industry Week, September 24, 2001 (www.industryweek.com); Dave Mowitz, «Niche Marketing to Large Farms Helps Small Operations as Well», Successful Farming, December 15, 2001, p. 29; Barb Baylor Anderson, «Caterpillar Relies on Customer Input for Tractor Launch», Agri Marketing, November–December 2001, pp. 40+.
102
Glen L. Urban, «The Emerging Era of Customer Advocacy», MIT Sloan Management Review, Winter 2004, pp. 77—82.
103
См.: Irwin P. Levin and Richard D. Johnson, «Estimating Price-Quality Tradeoffs Using Comparative Judgements», Journal of Consumer Research (June 11, 1984): 593—600. Воспринимаемую ценность можно оценить как разность или как долю. Если общая ценность для покупателя составляет $20 тыс., а полные издержки – $16 тыс., то воспринимаемая ценность для покупателя составляет $4 тыс. (если представлять ее в виде разности), или 1,25 (в виде доли). Эта доля нередко называется соотношением ценности и цены.
104
Дополнительную информацию о воспринимаемой ценности можно найти в: David C. Swaddling and Charles Miller, Customer Power (Dublin, Ohio: The Wellington Press, 2001).
105
Gary Hamel, «Strategy as Revolution», Harvard Business Review (July–August 1996): 69—82.
106
Michael J. Lanning, Delivering Profitable Value (Oxford, U.K.: Capstone, 1998).
107
Подробный анализ приведен в работе: Susan Fournier and David Glenmick, «Redisco-vering Satisfaction», Journal of Marketing (October 1999): 5–23.
108
Sally B. Donnelly, «Frendlier Skies», Time, January 26, 2004, pp. 39—40; Arlyn Tobias Gahilan, «The Amazing JetBlue», FSB: Fortune Small Business, May 2003, pp. 50—60.
109
Thomas O. Jones and W. Earl Sasser Jr., «Why Satisfied Customers Defect», Harvard Business Review (November–December 1995): 88—99.
110
Следует помнить, что менеджеры и продавцы могут манипулировать показателем степени удовлетворенности покупателей: они могут проявлять крайнюю предупредительность по отношению к покупателям как раз накануне проведения опроса; кроме того, они могут попытаться исключить неудовлетворенных покупателей из числа респондентов. Существует еще одна опасность: если покупателям станет известно, что компания стремится удовлетворить их, они станут выражать свое неудовольствие для того, чтобы получить какие-то уступки.
111
«The Gurus of Quality: American Companies Are Heeding the Quality Gospel Preached by Deming, Juran, Crosby and Taguchi», Traffic Management (July 1990): 35—39.
112
Cyndee Miller, «U.S. Firms Lag in Meeting Global Quality Standards», Marketing News, February 15, 1993.
113
Robert D. Buzzell and Bradley T. Gale, The PIMS Principles: Linking Strategy to Performance (New York: The Free Press, 1987), ch. 6.
114
Цитируется по: Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time (New York: Currency Doubleday, 1993), p. 108.
115
William A. Sherden, Market Ownership: The Art & Science of Becoming # 1 (New York: Amacom, 1994), p. 77.
116
Robert J. Bowman, «Good Things, Smaller Packages», World Trade 6, no. 9 (October 1993): pp. 106—110.
117
Rakesh Niraj, Mahendra Gupta and Chakravarthi Narasimhan, «Customer Profitability in a Supply Chain», Journal of Marketing (July 2001): 1–16.
118
См.: Thomas M. Petro, «Profitability: The Fifth P of Marketing», Bank Marketing, September 1990, pp. 48—52; Petro, «Who Are Your Best Customers?» Bank Marketing, October 1990, pp. 48—52.
119
Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors (New York: Free Press, 1980).
120
Greg Farrel, «Marketers Put a Price on Your Life», USA Today, July 7, 1999, p. 3B.
121
Robert C. Blattberg and John Deighton, «Manage Marketing by the Customer Equity Test», Harvard Business Review (July to August 1996): 136—144.
122
Roland T. Rust, Valerie A. Zeithaml, and Katherine A. Lemon, Driving Customer Equity (New York: Free Press, 2000).
123
Robert C. Blattberg, Gary Getz and Jacquelyn S. Thomas, Customer Equity: Building and Managing Relationships as Valuable Assets (Boston: Harvard Business School Press, 2001); Robert C. Blattberg and Jacquelyn S. Thomas, «Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles», в: Kellog on Marketing, edited by Dawn Iacobucci (New York: John Wiley & Sons, 2002).
124
Nora A. Aufreiter, David Elzinga, and Jonathan W. Gordon, «Better Branding», The McKinsey Quarterly, no. 4 (2003): 29—39.
125
Lanning, Delivering Profitable Value.
126
Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time; Don Peppers and Martha Rogers, Enterprise One to One: Tools for Competing in the Interactive Age (New York: Currency, 1997); Don Peppers and Martha Rogers, The One to One Manager: Real-World Lessons in Customer Relationship Management (New York: Double-day, 1999); Don Peppers, Martha Rogers, and Bob Dorf, The One to One Fieldbook: The Complete Toolkit for Implementing a One to One Marketing Program (New York: Bantam, 1999); Don Peppers and Martha Rogers, One to OneB2B: Customer Development Strategies for the Business-to-Business World (New York: Doubleday, 2001).
127
Дж. Гитомер. Удовлетворение покупателя – ничто, покупательская лояльность – все. – СПб.: Питер, 2004. – 256 с.: ил. – (Серия «Деловой бестселлер»).
128
Technical Assistance Research Programs (TARP), U.S. Office of Consumer Affairs Study on Complaint Handling in America, 1986.
129
Karl Albrecht and Ron Zemke, Service America! (Homewood, IL: Dow Jones-Irwin, 1985), pp. 6–7.
130
См.: Frederick F. Reichheld, The Loyalty Effect (Boston: Harvard Business School Press, 1996).
131
Frederick F. Reichheld, «Learning from Customer Defections».
132
Reichheld, «Learning from Customer Defections».
133
Leonard L. Berry and A. Parasuraman, Marketing Services: Competing Through Quality (New York: Free Press, 1991), pp. 136—142. См. также: Richard Cross and Janet Smith, Customer Bonding: Pathways to Lasting Customer Loyalty (Lincolnwood, IL: NTC Business Books, 1995).
134
См.: Grahame R. Dowling and Mark Uncles, «Do Customer Loyalty Programs Really Work?» Sloan Management Review 3 8, no. 4 (1997): 71—82.
135
Thomas Lee, «Retailers Look for a Hook», St. Louis Post-Dispatch, December 4, 2004, p. A1.
136
James H. Donnelly Jr., Leonard L. Berry, and Thomas W. Thompson, Marketing Financial Services – A Strategic Vision (Homewood, IL: Dow Jones–Irwin, 1985), p. 113.
137
Из неопубликованной статьи: Lester Wunderman, «The Most Elusive Word in Marketing», June, 2000. См. также: Lester Wunderman, Being Direct (New York: Random House, 1996).
138
Peter R. Peacock, «Data Mining in Marketing: Part 1», Marketing Management (Winter 1998): 9–18, и «Data Mining in Marketing: Part 2», Marketing Management (Spring 1998): 15—25; Ginger Conlon, «What the!@#!*?!! Is a Data Warehouse?» Sales & Marketing Management (April 1997): 41—48; Skip Press, «Fool’s Gold? As Companies Rush to Mine Data, They May Dig Up Real Gems – Or False Trends», Sales & Marketing Management (April 1997): 58, 60, 62; John Verity «A Trillion Byte Weapon», Business Week, July 31, 1995, pp. 80—81.
139
James Lattin, Doug Carroll, and Paul Green, Analyzing Multivariate Data (Florence, KY: Thomson Brooks/Cole, 2003); Simon Haykin, Neural Networks: A Comprehensive Foundation, 2d ed. (Upper Saddle River, NJ: Prentice Hall, 1998); Michael J. A. Berry and Gordon Linoff, Data Mining Techniques: For Marketing, Sales, and Customer Support (New York: John Wiley & Sons, 1997).
140
Werner Reinartz and V. Kumar, «The Mismanagement of Customer Loyalty», Harvard Business Review (July 2002): 86—94; Susan M. Fournier, Susan Dobscha, and David Glen Mick, «Preventing the Premature Death of Relationship Marketing», Harvard Business Review (January–February 1998): 42—51.
141
Mary Cassidy, «Many Paths to Good, But Big Gains for All», Brandwee k, June 20, 2005, p. S53; Catherine P. Taylor, «Nike Billboard: A Sign of the Future», Adweek, May 30, 2005, p. 26; Justin Ewers and Tim Smart, «A Designer Swooshes In», U.S. News & World Report, January 26, 2004, p. 12; «Corporate Media Executive of the Year», Delaney Report, January 12, 2004, p.1; «10 Top Nontraditional Campaigns», Advertising Age, December 22, 2003, p. 24; Chris Zook and James Allen, «Growth Outside the Core», Harvard Business Review (December, 2003): 66+.
142
См.: Leon G. Schiffman and Leslie Lazar Kanuk, Customer Behavior, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 2000).
143
Richard P. Coleman, «The Continuing Significance of Social Class to Marketing», Journal of Consumer Research (December 1983): 265—280; Richard P. Coleman and Lee P. Rainwater, Social Standing in America: New Dimension of Class (New York: Basic Books, 1978).
144
См.: Leon G. Schiffman and Leslie Lazar Kanuk, Customer Behavior, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 2000).
145
Norihiko Shirouzu, «Japan’s High School Girls Excel in Art of Setting Trends», Wall Street Journal, April 27, 1998, pp. B1–B6.
146
Rosann L. Spiro, «Persuasion in Family Decision Making», Journal of Consumer Research (March 1983): 393—402; Lawrence H. Wortzel, «Marital Roles and Typologies as Predictors of Purchase Decision Making for Everyday Household Products: Suggestions for Research», in Advances in Consumer Research, vol. 7, ed. Jerry C. Olson (Chicago: American Marketing Association, 1989) pp. 212–15; David J. Burns, «Husband–Wife Innovative Consumer Decision Making: Exploring the Effect of Family Power», Psychology and Marketing, May–June 1992, pp. 175–89; Robert Boutilier, «Pulling the Family’s Strings», American Demographics, August 1993, pp. 44—48. Межкультурные различия покупательных ролей мужа и жены рассмотрены в: John B. Ford, Michael S. LaTour, and Tony L. Henthorne, «Perception of Marital Roles in Purchase-Decision Processes: A Cross-Cultural Study», Journal of the Akademy of Marketing Science (Spring 1995): 120—131.
147
George Moschis, «The Role of Family Communication in Consumer Socialization of Children and Adolescents», Journal of Consumer Research (March 1985): 898—913.
148
Michelle Conlin, «Unmarried America», Business Week, October 20, 2003, pp. 106—116.
149
Аноним, «Retailers Learn That Electronics Shopping Isn’t Just a Guy Thing», Wall Street Journal, January 15, 2004, p. D3.
150
Hillary Chura, «Failing to Connect: Marketing Messages for Women Fall Short», Advertising Age, September 23, 2002, pp. 13—14.
151
James U. McNeal, «Tapping the Three Kid’s Markets», American Demographics, April 1998, pp. 37—41.
152
Carol Angrisani, «Kids Rock!» Brand Marketing, February 2001, pp. 26—28.
153
Courtney Kane, «TV and Movie Characters Sell Children Snacks», New York Times, December 8, 2003, p. C7.
154
См.: Lawrence Lepisto, «A Life Span Perspective of Consumer Behavior», in Advances in Consumer Research, vol. 12, ed. Elizabeth Hirshman and Morris Holbrook (Provo, UT: Association for Consumer Research, 1985), p. 47. См. также: Gail Sheedy, New Passages: Mapping Your Life Across Time (New York: Random House 1995).
155
См.: Harold H. Kassarjian and Mary Jane Sheffet, «Personality and Consumer Behavior: An Update», in Perspectives in Consumer Behavior, eds. Harold H. Kassarjian and Thomas S. Robertson (Glenview, IL: Scott Foresman, 1981), pp. 160—180.
156
Jennifer Aaker, «Dimensions of Measuring Brand Personality», Journal of Marketing Research 34 (August 1997): 347—356.
157
Timothy R. Graeff, «Consumption Situations and the Effects of Brand Image on Consumer’s Brand Evaluations», Psychology & Marketing 14, no.1 (1997): 49—70; Timothy R. Graeff, «Image Congruence Effects on Product Evaluation: The Role of Self-Monitoring and Public/ Private Consumption», Psychology & Marketing 13, no. 5 (1996): 481—499.
158
Jennifer Aaker, «The Malleable Self: The Role of Self-Expression in Persuasion», Journal of Marketing Research 36, no. 2, (1999): 45—57.
159
См.: Thomas Reynolds and Jonathan Gutman: «Laddering Theory, Method, Analysis, and Interpretation», Journal of Advertising Research (February-March 1988): 11—34.
160
Abraham Maslow, Motivation and Personality (New York: Harper and Row, 1954), pp. 80–106.
161
См. Frederick Herzberg, Work and the Nature of Man (Cleveland: William Collins, 1966); Thierry and Koopman-Iwerna, «Motivation and Satisfaction», pp. 141—142.
162
Bernard Berelson and Gary A. Steiner, Human Behavior: An Inventory of Scientific Findings (New York: Harcourt Brace Jovanovich, 1964), p. 88.
163
J. Edward Russo, Margaret G. Meloy, and T. J. Wilks, «The Distortion of Product Information During Brand Choice», Journal of Marketing Research 35 (1998): 438—452.
164
John R. Anderson, The Architecture of Cognition (Cambridge, MA: Harvard University Press, 1983); Robert S. Wyer Jr. And Thomas K. Srull, «Person Memory and Judgement», Psychological Review 96, no. 1 (1989): 58—83.
165
Fergus I. M. Craik and Robert S. Lockhart, «Levels of Processing: A Framework for Memory Research», Journal of Verbal Learning and Verbal Behavior 11 (1972): 671—684; Fergus I. M. Craik and Endel Tulving, «Depth of Processing and the Retention of Words in Episodic Memory», Journal of Experimental Psychology 104, no. 3 (1975): 268—294; Robert S. Lockhart, Fergus I. M. Craikand Larry Jacoby, «Depth of Processing, Recognition and Recall», in Recall and Recognition, ed. John Brown (New York: John Wiley & Sons, 1976).
166
Benson Shapiro, V. Kasturi Rangan, and John Sviokla, «Staple Yourself to an Order», Harvard Business Review (July–August 1992): 113—122. См. также: Carrie M. Heilman, Douglas Bowman, and Gordon P. Wright, «The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market», Journal of Marketing Research (May 2000): 139—155.
167
Ученые разработали несколько моделей процесса приобретения товара. См.: John A. Howard and Jagdish N. Sheth, The Theory of Buyer Behavior (New York: Wiley, 1969); James F. Engel, Roger D. Blackwell, and Paul W. Miniard, Consumer Behavior, 8th ed. (Fort Worth, TX: Dryden, 1994); Mary Frances Luce, James R. Bettman, and John W. Payne, Emotional Decisions: Tradeoff Difficulty and Coping in Consumer Choice (Chicago: University of Chicago Press, 2001).
168
См.: William P. Putsis, Jr. and Narasimhan Srinivasan, «Buying or Just Browsing? The Duration of Purchase Deliberation», Journal of Marketing Research (August 1994): 393—402.
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