Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

312

«Heinz Is Getting Back to Basis», Food Institute Report , May 5, 2003, p. 2; «Leader of the Pack», Pittsburgh Post-Gazette , April 1, 2000.

313

Michael E. Porter, Competitive Strategy (New York: Free Press, 1980), ch. 4; Jaideep Prabhu and David W. Stewart, «Signaling Strategies in Competitive Interaction: Building Reputations and Hiding the Truth», Journal of Marketing Research 38 (February 2001): 62—72.

314

Jehoshua Eliashberg and Thomas S. Robertson, «New Product Preannouncing Behavior: A Market Signaling Study», Journal of Marketing Research 25 (August 1988): 282—292; Roger J. Calantone and Kim E. Schatzel, «Strategic Foretelling: Communication-Based Antecedents of a Firm’s Propensity to Preannounce», Journal of Marketing 64 (January 2000): 17—30.

315

Gerry Kermouch, «Spiking the Booze Business», BusinessWeek , May 19, 2003, pp. 77—78.

316

Philip Kotler and Paul N. Bloom, «Strategies for High Market-Share Companies», Harvard Business Review (November–December 1975): 63—72. См. также: M. Porter, Competitive Strategies, pp. 221—226.

317

Robert D. Buzzell and Frederick D. Wiersema, «Successful Share-Building Strategies», Harvard Business Review (January–February 1981): 135—144.

318

Linda Hellofs and Robert Jacobson, «Market Share and Customer’s Perceptions of Quality: When Can Firms Grow Their Way to Higher Versus Lower Quality?», Journal of Marketing 63, (January 1999): pp. 16—25.

319

Theodore Levitt, «Innovative Imitation», Harvard Business Review , September–October 1966, pp. 63ff. См. также: Steven P. Schnaars, Managing Imitation Strategies: How Later Entrants Seize Markets from Pioneers (New York: Free Press, 1994).

320

Stuart F. Brown, «The Company that Out-Harleys Harley», Fortune , September 24, 1998, pp. 56—57.

321

Allen J. McGrath, «Growth Strategies with a ‘90s Twist», Across the Board (March 1995): 43—46; Antonio Ligi, «The Bottom Line: Logitech Plots Its Escape from Mouse Trap», Dow Jones Newswire , February 20, 2001.

322

«Steinway Selects Pearl River to Build Essex Piano Line», Music Trades , May 2005, pp. 36+; «New Model, Focused Marketing Fuel Steinway Growth», Music Trades , March 2005, pp. 128+; Andy Serwer, «Happy Birthday, Steinway», Fortune , March 17, 2003, pp. 94—97.

323

Этот раздел основан на работе: Theodore Levitt, «Marketing Success through Differentiation – of Anything», Harvard Business Review (January–February 1980): 83—91. К авторской модели мы добавили первый уровень – основную выгоду.

324

Harper W. Boyd Jr. and Sidney Levy, «New Dimensions in Consumer Analysis», Harvard Business Review (November–December 1963): 129—140.

325

Theodore Levitt, The Marketing Mode (New York: McGraw-Hill, 1969), p. 2.

326

Ряд определений приведен в: Dictionary of Marketing Terms , ed. Peter D. Bennett (Chicago: American Marketing Association, 1995). См. также: Patrick E. Murphy and Ben M. Enis, «Classifying Products Strategically», Journal of Marketing (July 1986): 24—42.

327

Российские маркетологи называют этот показатель насыщенностью ассортимента. Примеч. науч. ред.

328

Robert Bordley, «Determining the Appropriate Depth and Breadth of a Firm’s Product Portfolio», Journal of Marketing Research 40 (February 2003): Peter Boatwright and Joseph C. Nunes, «Reducing Assortment: An Attribute-Based Approach», Journal of Marketing 65 (July 2001): 50—63.

329

Peter Sanders, «Cool at the Lower End», Wall Street Journal , June 6, 2005, p. B1; Michael Martinez, «Hotel Chains Complete in a Bid to Provide the Comfiest Night’s Sleep», San Jose Mercury News , June 27, 2005 (www.mercurynews.com).

330

Seth Goldin, «In Praise of Purple Cows», Fast Company , February 2003, pp. 74—85.

331

Susan B. Bassin, «Value-Added Packaging Cuts Through Store Clutter», Marketing News , September 26, 1988, p. 21.

332

«Tetra Pak, A Supplier of Food and Beverage Processing and Packaging Systems», Machine Design , May 5, 2005, p. 53.

333

Siva K. Balasubramanian and Catherine Cole, «Consumers’ Search and Use of Nutrition Information: The Challenge and Promise of the Nutrition Labeling and Education Act», Journal of Marketing 66 (July 2002): 112—127; John C. Kozup, Elizabeth H. Creyer, and Scot Burton, «Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers’ Evaluations of Packaged Food Products and Restaurant Menu Items», Journal of Marketing 67 (April 2003): 19—34.

334

Jason Stein, «10-year Mitsubishi Warranty Is Small Part of a Larger Plan», Automotive News , January 12, 2004, p. 16.

335

«More Firms Pledge Guaranteed Service», Wall Street Journal, July 17, 1991, pp. B1, B6; Barbara Ettore, «Phenomenal Promises Mean Business», Management Review (March 1994): 18—23; Christopher W. L. Hart, Extraordinary Guarantees (New York: Amacom, 1993); Sridhar Moorthy and Kannan Srinivasan, «Signaling Quality with a Money-Back Guarantee: The Role of Transaction Costs», Marketing Science 14, no. 4 (1995): 442—446.

336

Krissana Parnsoonthorn, «Service Guarantee Offered», Bangkok Post , July 8, 2005 (www. bangkokpost.com).

337

New Product Management for the 1980s (New York: Booz, Allen & Hamilton, 1982).

338

Clayton M. Christensen, The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail (Boston: Harvard University Press, 1997).

339

Ely Dahan and John R. Hauser, «Product Development: Managing a Dispersed Process», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 179—222.

340

Deloitte and Touche, «Vision in Manufacturing Study», Deloitte Consulting and Kenan-Flagler Business School, March 6, 1998; A. C. Nielsen, «New Product Intriduction – Successful Innovation/Failure: Fragile Boundary», A. C. Nielsen BASES and Ernst & Young Global Client Consulting, June 24, 1999.

341

Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, 1990).

342

Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, 1990).

343

Ely Dahan and John R. Hauser, «Product Development: Managing a Dispersed Process», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 179—222.

344

John Hauser and Gerald J. Tellis, «Research on Innovation: A Review and Agenda for Marketing», 2004, working paper, M.I.T.

345

«The Ultimate Widget: 3-D “Printing” May Revolutionize Product Design and Manufacturing», U.S. News & World Report , July 20, 1992, p. 55.

346

Дополнительную информацию вы можете найти в работе: Paul E. Green and V. Srinivasan, «Conjoint Analysis in Marketing: New Developments with Applications for Research and Practice», Journal of Marketing (October 1990): 3–19; Dick R. Wittnick, Marko Vriens, and Wim Burhenne, «Commercial Uses of Conjoint Analysis in Europe: Results and Critical Reflections», International Journal of Research in Marketing (January 1994): 41—52; Jordan J. Louviere, David A. Hensher and Joffre D. Swait, Stated Choice Models: Analysis and Applications (New York: Cambridge University Press, 2000).