Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

67

Robin Cooper and Robert S. Kaplan, «Profit Priorities from Activity-Based Costing», Harvard Business Review (May-June 1991): 130—135.

68

Jack Neff, «P&G, Clorox Rediscover Modeling», Advertising Age , March 29, 2004, p. 10.

69

«Sony Says PSP Sells More Than a Half Million Units in Its First 2 Days», Wireless News , April 10, 2005, www.10meters.com; Nick Wingfield, «Games for Grown-Ups», Wall Street Journal , March 17, 2005, pp. B1+; John Teresko, «ASIA: Yesterday’s Fast Followers Today’s Global Leaders», Industry Week , February 2004, pp. 22—28; Gregory Solman, «Sony’s Got Game on Movie, TV Screens», Adweek , November 26, 2003, p. NA.

70

«Real-World RFID», Information Week , May 25, 2005, www.informationweek.com.

71

Mara Der Hovanesian, «Wells Fargo», BusinessWeek, November 24, 2004, p. 96.

72

Emily Sweeney, «Karmaloop Shapes Urban Fashion by Spotting Trends Where They Start», Boston Globe , July 8, 2004, p. D3.

73

См. «In-Flight Dogfight», Business 2.0 , January 9, 2001, pp. 84—91; John Blau, «In-Flight Internet Service Ready for Takeoff», IDG News Service , June 14, 2002; «Boeing In-Flight Internet Plan Goes Airborne», Associated Press, April 18, 2004.

74

Bruce Nussbaum, «The Power of Design», Business Week , May 17, 2004, pp. 86—94.

75

Elizabeth Roger D. Blackwell, James S. Hensel, Michael B. Phillips, and Brian Sternthal, Laboratory Equipment for Marketing Research (Dubuque, IA: Kendall/Hunt, 1970); and Wally Wood, «The Race to Replace Memory», Marketing and Media Decisions , July 1986, pp. 166–67. См. также: Gerald Zaltman, «Rethinking Market Research: Putting People Back In», Journal of Marketing Research 34, no. 4 (November 1997): 424–37; Andy Raskin, «A Face Any Business Can Trust», Business 2.0 (December 2003): pp. 58—60; и Louise Witt, «Inside Intent», American Demographics (March 2004): 34—39.

76

Witt, «Inside Intent», pp. 34—39.

77

См. Kevin J. Clancy and Peter C. Krieg, Counterintuitive Marketing: How Great Results Come from Uncommon Sens e (New York: The Free Press, 2000).

78

Barbara Thau, «Target Has Home, Expansion in Its Sights», HFN, May 23, 2005, p. 4; Janet Moore and Ann Merrill, «Target Market», Minneapolis-St. Paul Star Tribune, July 27, 2001; «Hitting the Bulls-Eye: Target Sets Its Sights on East Coast Expansion», Newsweek , October 11, 1999.

79

Более детальное обсуждение можно найти в работе: Gary L. Lilien, Philip Kotler, and K. Sridhar Moorthy, Marketing Models (Upper Saddle River, NJ: Prentice Hall, 1992).

80

См. http://www.naics.com, http://www.census.gov/epcd/naics02.

81

Gerald Celente, Trend Tracking (New York: Warner Books, 1991).

82

Donald G. McNeil Jr., «Demographic “Bomb” May Only Go “Pop”!» New York Times, August 29, 2004, sec. 4, p. 1; «World Population Profile: 1998 – Highlights», U.S. Census Bureau , March 18, 1999, www.census.gov.ipc/www/wp98001.html .

83

Kathy Chen, «China Sees Growth in Toy Market», Wall Street Journal , December 2, 2003, p. B4; Sally D. Goll, «Marketing: China’s (Only) Children Get the Royal Treatment», Wall Street Journal , February 8, 1995, p. B1.

84

Sebastian Moffett, «Senior Moment: Fast Aging Japan Keeps Its Elders on the Job Longer», Wall Street Journal , June 15, 2005, pp. A1+.

85

«Futher Along the X-Axis», American Demographics , May 2004, pp. 21—24.

86

John Rodwan Jr., «Seeking Growth: Convenience Store Volume Increases to 12 Percent», National Petroleum News , May 2005, p. 19; «Top-10 U.S. Soft Drink Companies and Brands for 2000», Beverage Digest, February 15, 2001.

87

Brian Grow, «Hispanic Nation», Business Week , March 15, 2004, pp. 58—70.

88

Laura Koss-Feder, «Out and About», Marketing News, May 25, 1998, pp. 1, 20.

89

«Rural Population and Migration: Overview», Economic Research Service, U.S. Department of Agriculture.

90

Christopher Reynolds, «Magnetic South», Forecast , September 2003, p. 6.

91

David Leonhardt, «Two-Tier Marketing», Business Week, March 17, 1997, pp. 82—90; Robert H. Franc, «Yes, the Rich Get Richer, but There is More to the Story», Columbia Journalism Review, November 1, 2000.

92

Louise Lee, «The Gap as Reason to Dance Again», Business Week , April 19, 2004, p. 42.

93

Anthony Garritano, «Eyeing Lending Tree Deal’s Implications», Origination News , October 2004, p. 50.

94

Stephen Baker and Manjeet Kripalani, «Will Outsourcing Hurt America’s Supremacy?» Business Week , March 1, 2004, pp. 84—94; Jennifer Reingold, «Into Thin Air», Fast Company, April 2004, pp. 76—82.

95

«Where Does the Time Go?» American Demographics , April 2002, p. 56.

96

Pamela Paul, «Corporate Responsibility», American Demographics , May 2002, pp. 24—25.

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.