osnovi market полностью

¹⁹См.: Chte L. Narayana and Ron J. Markin. „Consumer Behavior and Product Performance: An Alemrnative Conceptualization”. — Journal of Marketing,October 1975, p. 1—6. Упоминаемые здесь виды комплектов являются разработкой понятия «всплывающего в памяти комплекта», которое было впервые предложено в работе J. A. Howard and J. N. Sheth „The Theory of Buyer Behavior”. Авторы определяли «всплывающий в памяти комплект» как комплект марок, «которые являются альтернативными в процессе совершения покупательского выбора».

²⁰См.: 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.

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.

³cm. „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.