osnovi market полностью

¹⁰Наиболее полный список возможных будущих товаров дан в книге: Dennis Gabor „Innovations: Scientific, Technological and Social”. London, „Oxford University Press”, 1970. См. также: Charles Panat. „Breakthroughs”. Boston, „Houghton Mifflin”, 1980 и „Technologies for the 80’s”. — Business Week,July 6, 1981, p. 48 ff.

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

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

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

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

Глава 5. Потребительские рынки

и покупательское поведение потребителей

¹Подготовлено автором на основе следующих материалов: „The $100 Million Object Lesson”. — Fortune,January 1971; „The End of Corfam”. — Wall Street Journal,March 17, 1971, p. 1.

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

³См.: 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.

⁴Melvin 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.

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

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

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

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

⁹См.: 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.

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

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

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

¹³Более подробно об этом можно прочесть в следующих работах: 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.

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

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

¹⁶Эта зависимость известна под названием закона Вебера, являющегося одним из основных законов психофизики.

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

¹⁸Теоретики маркетинга разработали несколько моделей процесса принятия потребителем решения о покупке. Наиболее популярные модели описаны в следующих работах: 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.