市场营销原理

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3
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( Wants ) ,
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(Demands ) ,
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t ransaction) , ( Bar t er t ransact ion ) ,
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( T ransaction Marketing) ( Relationship Marketing)

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(Market)
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3

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( ) , ( P roduct market ) ( ) ,
(Geographic mark et ) ( ) ,
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Gat e Br idge) , ; ( Yos emit e
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(Demarketing) ,
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( Production concept) :
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( Product concept ) , :
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( Selling concept) :
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(Unsought goods ) ,
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(Market ing concept ) ,

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( McDonald' s )
( L. L. Bean)
, 1912
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IBM
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( Coca-Cola) , , ,
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( Johnson & Joh nson )

( For tune)
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( T oyot a) ( Siemens ) ( Sony) ,
IBM(GE ) ( Du
P ont ) (Mot orola ) ,
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( Bill Blass )
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(Honda) ,
( Dodge Colt s) ,
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7

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15
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,
( Customer Va lue)
( Customer S atisf action)

, ; ,
,
(Demand s)
(Demarketing ) ,
,
( E xcha ng e)
(Market)
(Marketing ) ,
(Marketing Concep t) ,
,
(Ma rketing Mana gement)
,
(N eeds)
( P rod uct ) ,
16
( P rod uct Concep t) , ,

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( P rod uction Concep t) ,
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( Rela tionship Marketing )
( Selling Concep t) ,
, ,
( Societal Ma rketing Concep t) ,
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( T ota l Quality Ma na g ement)
( T ransa ction) , ,
(Wa nts)
( 1) ?
( 2) ? ,
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( 3) ,
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( 4) ? ,
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( DoorGuar d)
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8

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17
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( Goodwill) ,
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, 14. 74
, 100% , 29. 95 ( 1-1)
,
1-1
M200, 0. 5 1 4 2. 90 1. 5 2 1. 12 3 0. 90 3 0. 45
0. 50 1. 50 7. 37 ( ) 14. 74 ( ) 29. 95
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3 , 50% 6 ,
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1. 49 6 , 30
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2 000
5% ,
50 1. 228 5% ,
19
610 ,
,
9

.txt
, , ,
, : ( Sharpar
Image) ( Brook stone)
, R. J. ( R. J. Reyn olds ) , -
(An heus er-Bu sch )
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( 1)?
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20

, : ( 1)
( 2)
( 3) , ,
,
( 4) ,
( Levi Straus s) ( Bavar ia, Germany)

1850 ,
, ( Levi Strauss & Co. )
50 70 , ( ,
) ,
, 80 ,
,
, , 18 24
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( Sears ) ( JC Penney)
,
75 , 1984 ,
, ,
: 79%
1985 , ,
, ,
, 501
3 800 501 ,
, , ,
,501
,
21
4 , 501 1
, ,
1986 , (Dockers)
, ,
80 , ,
10
, , 501
, 1991 ,
3
1 200 ,
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, , ( Feminia) ,
,
, ( James Dean ) ; ,
10

.txt
60 ( Dubuque, Iowa ) ;
,
,
, 501 30 , 63 ,
88
, 1994 ,
34% , 46%
4
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22
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( annual plan)
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( long-ran ge plan )
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( st rategic planning) ,
, ,
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;
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23
2-1
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(miss ion s tat ement )
,
,
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, , (Market or ient ed)
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, , AT&T
, ( Cit ibank) (Visa)
, ,
3M ,
, , 2-1
11

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24
2-1

( Revlon)
; ;
(Disney)

(Wal-Mart )
(Xerox)
(O. M. Scot t )
(Home Depot )
(McDonald' s)
, ,
, ,
, , IBM (Microsof t)
IBM 500 ,
( John Ak ers ) , 1, 000 ,
(information at your fin ger tips) ,
, IBM
(Vision) ( Sony) Akio Mor it a

, , (Walkman)
( Fred Smith ) 10 30 , ,
( F ederal Express ) ( T h omas Monaghan) 30
, (Domin o' s Pizza ) ( Sam
Walt on ) ,
, ,
,
, ( International Minerals and Chemical Corporation)

25
, ,
,
, , ,
,
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15%

, ( bu siness
12

.txt
por tfolio )
, , ,
, ,
, ,
, ( por t folio analysis ) ,
,
, , (Dial Corp) ,
: , (Grey-hound)
, : , (Dial
soap) ( Armour Star meats ) ( Purex lau ndry products )
(Dobbs airpor t s ervices )
,
( St rategic busines s unit ) SBU SBU ,
, SBU
, ,
,
, ,
, SBU ,
26
,
, ,
,
( Bost on Consulting Group) ,
(General Electr ic)

1.
, ,
2-2 , ;
, ( growt h-share matr ix ) ,
:
( 1) ( St ar ) ,
, ,
( 2) ( Cash cow)
,
( 3) ( Quest ion mark)

,
,
( 4) ( Dog)
,
2-2
10 10
27
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2.
,
2-3 ( St rat egic bus ines s-planning gr id ) (
2-3) ,
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13

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,
,
, (Kraft ) ,
, ,
,
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, :
,
28
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75% , , ,
B 50% ,
C D ,
, , A, B, C D
3.
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,
, 500
75%
,
,
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,
,
/ ( product / market expens ion gr id ) ,
29
2-4
2-4 /
,
( market penet ration)
, , ,
, ,
, (market development )
,

, ,
, ( product development )
,
,
,
10
, ( divers ificat ion )
, , ,
,
, ,
, ,
1984 , ,
, 1985 , ,
14

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,
,
,

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30
,
, ,
1.
,

,
,

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,
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,
,
2.
,
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, ( Peter Drucker )
:,
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3.
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31
,
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( Du Pont ) ,
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2-5 ,
(marketing proces s)
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15

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32
2-5
1.
,
,
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,
,
2.
,
,
, ( ) ; (
) ; ( ) (
) (
) (mark et segment at ion )
, ,
, ( T ylen ol)
( a market s egment )
33
,
, ,
3.
,
(market targeting) ;
, ,
,
,
, ,
, ( General
Motor ) , ,
4.
,
,
(market posit ioning)
,
, ,
( Chrysler ) , :
( Ford) ; (Mazda) ;
( Jaguar ) ; ( Saab ) ;
( Mercedes) ; ( Lin coln Town Car ) ;
( Bentley)
, ,
, ,
, , ,
, ,
,
,
, ,
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,
34
,
, :
? ? ?
?
( market leader ) ( Coca -Cola)

(McDonald' s ) ( Caterpillar ) (Kodak )
(Wal-Mar t) ( Boeing) (market ch allengers)
16

.txt
, ,
( Pepsi) ( Compaq) IBM,
(market follower ) ,
,
, (mark et nich er )
,
,
,
, ( mark et ing mix ) ,
, 4Ps: ( Product ) ( Pr ice)

( Place) ( Promotion) 2-6 P
2-6 4Ps
35
,
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, ; ,
,
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6
,

,
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, , 4Ps
, ,
4C 4Ps :
4Ps 4Cs ( Product ) ( Cus tomer needs and want s)
( Price) ( Cos t t o the cus tomer)
( Place) ( Convenience)
( Promotion) ( Communicat ion)
, ,
, 2-7
; ,
,
,
,
36
2-7
,
;
, ,
,
,
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:
( 2-2)
2-2

, , ,
17

.txt
1.
, :
1996
2 , 20% , ,
2 500 , 25% ,
480 , 2% 720 ,
3% ??
2.
37
, ,
, ,
,
,
,
3.
RP
( Ralst on -Pur ina ) :
( 1) ,
( 2) , 1
38% , 5
( 3) ,
( 4) , ,
, ,
( 5) ,
RP
, ,
,
RP
, ,
,
4.
,
, 15%
, 20% , 25% 10% ,
: ?
5.
,
(market ing s trategy) ,
38
,
,
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,
6.
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7.
,
, ,
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8.
,
,
,
(marketing implementation)
,
,
18

.txt
,( ) ( ) ,
,
,
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,
( Proct er & Gamble) ,
;
; ,
39
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(Hewlett -Packard) , 3M ,
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,
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,
40
1929
, , ( Camay ) ,
,
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, ,
,
,
, , , ,
,
(mark et ing cont rol) ,
2-8
,
, ,
2-8
( operat ing control) , ,
,
( st rat egy control)
,
(mark et ing
audit ) ,
,
,
2-3
19

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,
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41
2-3
1. ?
2. ?
3. ? ?
4. ? ?
5. ?
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1. ? ? 2.
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1. ? ? 2.
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3. ?
4. ?
1. ?
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2. ? ?
3. ?
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2. ? ?
3. ? ?
4. ? ?
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42
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43
,
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20

.txt
( Business P or tf olio)
( Ca sh Cows) ,
, ,
(Diversif ica tion) ,
(Dogs) ,
(Growth-share Ma tr ix ) ,
(Market Development) ,
(Ma rket P enetr ation) ,
(Ma rket P ositioning )
(Market S egment)
(Ma rket S egmenta tion)
(Market T a rgeting ) ,
(Ma rketing Aud it )

, ,
(Marketing Contr ol) , ,
(Ma rketing Imp lementa tion)
(Marketing P rocess)
44
(Ma rketing Mix )
(Marketing Stra tegy) ,
(Mission Sta tement) ,
( P or tf olio Analy sis)
( P rod uct Develop ment)

( P rod uct/Market Exp ansion Grid )
(Question Marks)
,
( S ta rs) ,
( Stra teg ic Business Unit, SBU) SBU ,

, SBU
,
( Strateg ic p la nning )
( 1) ?
( 2) , :
::
( 3) ,
, ,
,
?
( 4) , ,
( 5) ,
?
45

4 ,
, ( Ralph Waldo Emerson)
:??, ??
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,
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, , 300
, ,
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, 1
, ,
21

.txt
,
6 1. 5 , 30 ,
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,
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, ( Safeway) ( Kmar t )
(Hech ingers ) CB ( CB Drug)
, , 2. 49
4 , ,
31 8. 2
99 ,
46
75
, 6 , 5
, 10 000 , ,
, ,
(Good Housekeeping) (Home and Sh elter ) ,
,
500 , 4 ,
,
, , ,
, ,
25 ,
,
, ,
, 1 003 00
, ,
, , ,
( 1)
? ? ?
( 2) ? ?
( 3) , ? ?
( 4) , ?
( 5) ?
( 6) ? ?
47

, : ( 1) ,
( 2)
( 3) ,
(Hous ton Effler & Par t ner Inc. )

( Converse ) ( Sun Apparel) ,
, 25
, X (Generat ion Xers )
:,
, , , X
, ( Newbury) 4 000 20
,
,
, X (All-st ars)
, 77
? ,
, X ,
, ,
,, ??
,
X , ,
22

.txt
, ,
, X ,
, ,
,
,
48
:!
,
X
X :,
,
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, 21
, ,
200 ,
, ?,
,,
, ?,
,
, ,
( Int ern et ) OK
! ,! ! !
! ! ! ??
?, X ,
, ,
,
, ,
X ,
, X , ,
,
, , 30
(marketing environment )
,
,
, ,
, ;
( General Motors) IBM ( Sears ) ,
49
, ,
, ;
,
,
(microenvironment)
,
(macroenvironment ) ,

,
, ,
, ,
(
3-1) , ,
,
3-1
,
; ;
; ;
, ,
,
, ,
50
( value delivery system)

,
, , ,
23

.txt
,
, , ,
( market ing int ermediar ies )

( reselling f irms ) ( physical distr ibut ion
f irms ) ( Marketin g s ervices agencies ) ( f inancial
in termediar ies) ,
, ,
,
,
, ,
,
, ,
, ,
,
, ,
,
3-2
( consumer-mark et s) , ;
( busin es s markets ) ;
( reseller markets ) ;
( government markets ) ,
; ( int ernat ional markets ) ,
,
51
3-2
, ,
, ,
,
, ,
, , ,
,
3-3
3-3
( 1) ( financial publics)
( 2) ( media publics ) ,
52
( 3) ( government publics ) ,
( 4) ( cit izen -action publics )
( 5) ( local publics ) , ,
, , ,
,
( 6) ( general publics ) ,
( 7) ( internal publics)
, ,
,

, , ,
3-4 ,
,
3-4
, ,
, 54 , 2000 60 ,
24

.txt
53
, ,
,
76% , 2% ,
0. 6%
, , , , ,
,
, ,
,
,
1.
1994 , 2. 6 , 2020 , 3 ,
: ,
, ; , ,
60 , ( Baby boom) ,
7 500 , ,
, ,
, 70
, ,
, ,
, , , 21
3-1 1995 2050
,
; 17 2 950
, ,
3-1 (% )
1995 2000 2005 2010 2030 2040 2050() < 5 7. 6 7. 4 6. 9 6. 6 6. 4 6. 4 6. 4 513 12. 8 13. 1
13. 1 12. 5 11. 7 11. 5 11. 6 1417 5. 3 5. 6 5. 7 5. 9 5. 3 5. 3 5. 2 1824 10. 8 9. 5 9. 5 9. 8 9. 1
9. 2 9. 0 2534 17. 3 15. 5 13. 6 12. 7 12. 4 12. 4 12. 5 3544 15. 1 16. 2 16. 3 14. 8 12. 9 12. 9 12.
2 4564 18. 6 19. 9 22. 2 24. 9 22. 1 22. 1 22. 5 > 65 12. 5 12. 8 12. 7 12. 7 20. 2 20. 2 20. 6 54
;
, , ,
, 65 13% 2030 ,
20% , 65 18
,
2.
, , , ,
, ,
, , 18
, , 16 , 58%
, 2005 , 65% ,
,
, , ,
, , ;
; 2000 , 47%
,
, , , ,
3.
18% 4 300
:
( 1) 80 , ,
90 ,
,
,
( 2) ,
, ,
( 3) 50 , ,
, ,
MSAs (Met ropolit an Stat ist ical Areas )
, MSAsMSAs ,
( Seat tle) , ( Salt Lak e City)
, (New Or leans ) , (Miami)
4.
,
55
3-5 ( 1990 2000 )
,
1950 1985 , 41%
25

.txt
54% , 47% 33% , 12% 14% 90
5.
, ,
, , ( s alad bowl) ,
,
84% , 12% , ,
2 200, 9% , ,
700
,
,
, ,
1.
80 , , ,
56
, , ,
,
, 90 ,
, ,(Value Marketing)
,
,
, , ,
, ,
, 90 ( squeezed consumer ) ,
, 80 ;
,
80 ,
, ;
, ;
, ;
,
2.
3-2
E( Ernst Engel) ,
3-2
10 00015 000 20 00030 000 50 000 17. 7% 15. 8% 12. 6% 24. 8% 23. 0% 24. 9%
8. 6% 7. 1% 4. 7% 5. 4% 5. 8% 5. 8% 17. 4% 19. 1% 17. 6% 7. 8% 5. 5% 3. 7% 3.
7% 4. 7% 6. 1% 1. 5% 1. 2% 0. 5% 2. 2% 2. 9% 4. 3% 4. 5% 8. 2% 13. 2% 6. 3% 6. 7% 6.
6% 57
, , ,
( , ) ,
( nat ural environment ) ,

, 20 ,
90 ( Ear t h Decade ) ,
, ;
, ( greenhouse effect ) ,
, ,
1.
, ,
;
;
,
; ,
,
, ,
, ,
2.
,
,
26

.txt
70 , 1991 ,
,
,
3.
,
,
58
( green movement )
, ,
,
, ,
4.
,
, ,
, ,
, ,
, ,
,
1970 , ( EPA) , ,
,
,
( techn ological environment)

;
;
; ;
; ,
1.
A. ( Abraham Lincoln)
;W. (Woodrow Wilson )
; F . D. ( F ranklin
Delano Roosevelt )
J . F.
(VCR) , ,
, ,
,
:
59
,
, ,
2. ( R&D)
, 1993 ,
1 600 , , ,
, IBM AT&T , R&D

, T . ( T homas Edison ) A. G.
(Alexander Grahan Bell)
, ,
, R&D
3.
, ,
(Du Pont ) ( Bell Laborator ies )
,
, , ,
,
4.
, ,
,
; ,
,
, ,
R&D , ,
27

.txt
( polit ical en vironment )
, ,
,
, ,
,
( 1) ,
,
( European Commission)
60
12
, ,
;
, ; ,
, ,
, ,
,
, , ;
, , ,
,
,
, , ,
,
,
,
, ,
( 2) ,
, , ,
, ,
, ; , ,
, ,
,
,
,
( 3) , ,
, ,
,
,
, ,
, ,
, , ,
, , ,
,
61
( cultural environment ) ,
,
1.
, ,
,
,
, ,
,
2.
,
, ,
(Yankelovich) 41 ,
,
, ,
,
( 1) ,
;
,
80 , ,
(me-societ y) , ,
28

.txt
( ) ,
, ( )
( 2) , ,
(we-society) ,
,
, ,
, ,
, , ,
( 3)
, ,
, ,
62
, 75% ,
,
, ; ,
,
( 4)
; , ; ,
80 90 , , ,
, B&D ( Black & Decker )
; , ,
,
( 5)
; ; ,
, , ,
, ,
: , ;
; ,
, ;
( 6)
, , ,
,
80 , , ,
,
,90 ,
,
, ,

, , ,
, ,
,
; ;
; , ;
63
,
( Citicorp) ,
,
, , 1985 3 ,
, , 1 000 ,
100 ,
, , ,
, , ,
,
,
, , ,
, ,
,
,
, ,
,
,
, , ;
, , ,
29

.txt
, , ,
( Cultura l E nvironment)
( E conomic Environment)
(Microenvironment)
64
(Ma rketing E nvironment ) ,
(Ma rketing I ntermed ia ries)

,
( Macroenvironment) ,
(N atura l Environment)
( P olitica l Environment)
( P ublic)
( T echnological E nvir onment) ,
( 1) 30 , ,
? ,
?
( 2) 90 , ( Walt Disney
Compan y) ? ,
?
( 3) , 67
, 20 5 ? 50
?
( 4)
,
( 5) , ,
, ?
( 6) , , , ,
,
?
( J CPenney)
, ,
65
,
,,
27 ,
, ,
1994 200 ,
7. 6%
1902 , ( Jams e Cash Penney) ( Kemerer ,

Wyoming) ,
, , ,
, 50
60 , ,
70 , , 80 ,
, , ,
38% , 20% ,
72% 68%
1983 , R. ( Willian R. Howell) ,

, ,
, ,
,
, ,
15 , 1988 ,
15
,
50% , 3 7 ,
60% 1989 ,
161 , 8. 22
, , 1990 ,
, ,
, 1990 5. 77 , 1989
30

.txt
42% ; 1991 5. 28
, ,
66
10% ,
1990 20 1993 200
, , ,
, 1 100 ,
,
,
, 170
, 7 24 ,
90% 30 , 90%
, , ,
80 , , ,
( Liz Claiborn e) , ,
, , ,
, ,
( Cap) HSM (Har t Schaffner & Marx) ,
( Wor t hington ) ( St . John' s Bay )
( Jacqueline Fer rar ) ( Staf ford) ,
,
,
,
16 , ,
,
,
, ( McClain)
1 ,
(Nike)
(Dock ers ) ,
100% ,
, ,
, , 20%
1993 180
, 1992 11% ; 3 , 1992
25%
1993 , , ( Sears )
67
,
, , 1993
,( Ch ain St ore Age Execut ive)
, 1993
, 1 246 1 200 ,
137 , 9 ( )
2 100 , 167
6% ,
,
1991 , , ,
, , ,
22 60%
, (NAF TA) 1996 ,
7 , 165 000 ,
, , , (Wal-Mar t ) (Kmar t )
, ,
? ?
, ?
( 1) ?
( 2) ?
( 3) , ?
( 4) , ?
68

, : ( 1) , ,
( 2) , ,
( 3) ,
31

.txt
1910 ,
50 , ,
,
,
, B&D ( Black & Decker )
, B&D
B&D 1991 ,
,
SDIY ( s er ious do-it -yourselfers) 2 200
, , B&D
,
(Qu an tum)
, SDIY
B&D 50 SDIY , 25 54 ,
, 6 ,
, 50 ,
:??, B&D
, 50 ,
, , B&D
, SDIY ,
SDIY , B&D ,
,
SDIY , B&D ,
B&D , 85 ,
69
,
, SDIY ,
; ,
, 1 , 24 ;
,, SYID
, , B&D
SYID , 7 10
,
, , ,
B&D ,
,
,
SDIY 1993 , ,
,
(Do-It -Yourself Retailing)
, B&D ,
(Wal-Mar t ) ( Builders Square ) CHC( Channel Home Cent ers )
, B&D ,
, 2 500
:??200 , ,
( T owson , Maryland) , ,
,
B&D ,
, B&D
,
, ,
, , ,
,
,
,
,
, , ,
( John Neisbitt ) ,
, 65%
, 1950 , 17%
70
, , ,
, ,
100 10 ,
,
,
, ,
, ,
,

(Marketing Information Syst em)
,
4-1
32

.txt
,
, , ,
, ,
4-1
( 4-1 ) , ,
, ,
, ,
,
,
,
,
,
, , ,
71
4-1
1. ?
2. ?
3. ?
4. ?
5. ?
6. ? ?
7. ?
8. ?
9. ?
10. ?
, ,
, ,
, ,
, , ,
1.
,
( Internal Record Information) ,
, ;
, ; ;
, ;
, ,
:
( Spiegal) : ,
, , E
Ebony Essence ,
, ,
E ,
, E 50%
( Fr it o-Lay) :
72
(Dallas) 24
, F r ito Dor ito
, ,
, ,
10% 12%
, , ,
, ,
, , ,
, ,
,
2.
(Market In telligence) ,
, ,
,
,
,
,
, ,
,
(Nielsen Marketin g Res earch)
33

.txt
( Information Resources ) 67 000

,
, 3 000
(Adt rack) 150
(Donnelly Demographics )
( Electronic Yellow Page) 4 800 ,

, ( Burger King)
(McDonalds ) ,
( Eurobases ) ( Euroscope )
,
( CompuServe) , (Dialog) ( Nexis ) ,
(Dun
73
& Bradstreet F inancial Prof iles and Company Repor t s ) ( General
Motors) ( Ford) ( Chrysler )
, ,
, ,
, ,
,
3.
, ,
, ( T oshiba )
, ( Barat College, Lake F orest , Illinois)
, ,
,
(Marketing Res earch )
,
, ,
, ,
,
,
,
, ,
4.
,
, ,
, ,
:
? ?
? ?
?
10% , 20% , ?
??? ?
20 , ,
, , ,
,
74
,
, , ,
, ;
,
, , ,
,
, ,
, ,
,
,
, ,

( 4-2) : ,
4-2
, ,
34

.txt
,
, ,
,
, ,
,
,
, ,
, ,
(New Coke) , ( Coca-Cola Company)

,
75
,
: ( Exploratory Research ) ,
; ( Descr ipt ive Research ) ,
, , ; ( Casual Res earch)
, 10% ,
? ,
, ,
, , ,
1.
, ( Campbell)
, ,
, ? , ,
:

,
, ,
,

,
?
?
,
2.
,
( Secondary Dat a) , ,
4-2 ,
, , ,
,
, ,
,
,
76
, , ( Nielson
Scant rack ) , 50 3 000
4-2
S &P Moodys
( Informat ion Resource, Inc. ) ,

(Arbit ron Company) ,
( Simmons Mar ket Research Bureau) ,
35

.txt
,
:
, 220 ,

,
,
( ) ( )
( , ) ( )
, ,
,
3.
, ,
77
( Pr imary Dat a) ,
4-3
4-3
( 1)
(Observation al Research )
:
,
,
,
( Nielson
Media Res earch ) ,
,
,
, ,
( Single-Source Data Syst em) ,
,
,
, ,
, ,
( Survey Res earch )

,
, 7 200
, ,
,
, ,
; , ;
,
78
,
, , , ( Exper imental
Research ) , ,
, ,
,
, :
?
?
?
?
, ?
, :
, ,
,
( 2)
4-4
4-4
a.
b.
c.
36

.txt
d.
e.
f.
g.
, ,
,
, , ,
,
, ,
,
, , ,
,
, ,
, , ,
, , , ,
79
,
,
, ,
, ,
6 10 ,
, ,
, ,
, ( Focus-Group Int erviewing)
,
, ,
(Atlanta ) ( Little St one) , ,
,
,
,
, , ,
, ,
,
,
( Compu ter Ass isted Telephone Interviewing ) ,
, ,
,
,
, ,
( 3)
( Sample)
, ,
: ( ) ?
, ,
?
( ) ?,
,
( ) ? 4-5
, , ,
, ,
80
, ,
,
4-5

( ) ,
( ) ,

,
,
,
( 4)
, :
, , ,
( 4-6)
4-6
, ?
a. ?
, ,
37

.txt
b. ?
?
c. ?
( ) ( )
, ,? ?
?
d. 4 ? 4 ?
?
e. ?
? !
f. , ?
, , ?
,
,
81
, 4-7 A
, ( Delt a Air lines )
, 4-7 B
,
, ;
4-7
A.

, ?
( ) ( )
?
( ) ( )
( ) / / ( )
( ) ( )
1. ( )2. ( )
3. ( )
4. ( )
5. ( )
1. ( )2. ( )
3. ( )
4. ( )
5. ( )

1. ( )2. ( )
3. ( )
4. ( )
5. ( )
,
1. ( )2. ( )
3. ( )
4. ( )
5. ( )
82
38

.txt
B.

?
,
, ?
,
,
,
,
,
,
,
,
,
( )
,
, , ,
, ,
, ,
,
,
, ,
4.
, , ,
,
,
,
83
,
,
; , ,
, ,
, , ,
,
,
, , ,
,
, ,
, ,
,
, , ,
,
, ,
,
,
,
, , ,
, ,
,
:
,
39

.txt
1.
, ,
, , , ,
,
, ;
;
84
,
, ; ;
; ,
,
, , ,
; ,
, ,
( T he U. S. Small Bu siness Administ ration)
,
, ,
, ,
, ,
,
2.
,
, ,
,
,
, ,
,
, ,
, 35
, ,
,
, ,
, ,
,
,
,
, ,
, , , 1000
4 , 6 , 32 , ,
30% , , ,
, ,
85
,
,
,
, :,
, ,
,
,
, , ,
, ,
, ,
, ,
,
, 70%
, , , 60%
, ,
, , ,
, ,
3.
,
, , , ,
,
,
, ,
,
, ,
, ,
, ,
40

.txt
,
, ,
, ,
,
; , ,
86
, , ;
, ; , ,
, ,
(Mar ket I nf orma tion System) ,

,
( I nterna l Record s I nf orma tion) ,
(Mar keting I ntelligence) ,
(Marketing Resea rch)

,
, ,
( Exp lora tory Resea rch) ,
(Descr ip tive Resea rch) ,

,
( Ca usa l Research )
( Second ary Da ta) ,
( P rima ry Da ta )
(Observational Resea rch)
( Sing le-Source Da ta Systems)
,
( Survey Resea rch) ,
( E xp erimental Resea rch) , ,

, ,
( F ocus-Group I nterviewing ) , ,
, ,
( Samp le)
( 1) ,
, ,
87
( 2) , ,
?
( 3) ,
?
( 4) , , :
a . (Kellogg)
b .
c. (McDonalds )
d . (Gillett e )
( 5) , ,

(Appliance Control T echnology, ACT )
( CEO) , (Appliance Manufacturer Magazin e) ,
ACT (Gregory Pear l)
, ACT
3 000 , 600 ,
, , ,
ACT ,
,
,
, 1986 1990 ,
5% , (As sociation of Home Appliance Manufact urers)
1960 3. 3 , 1970 4. 1 , 1985 5. 4 ,
1987 6. 1
, , 90 ,
22% , 20%
, ,
,
, ,
ACT , ,
, ,
, ,
41

.txt
,
, ?
, , ,
88
( 4-1) ?
4-1 ( )
( 4-2) ,
, , (
4-3) , ( 4-4)
, ,
4-2 ACT
1.
2.
3.
4.
5. ( )
6.
7.
8.
9.
10.
11.
12.
89
4-3 ACT
1.
( 1) a.
b.
c.
d.
( 2) ACT
a.
b.
c.
2.
( 1) ?ACT ?
( 2) ? , ? ( 3) ACT
, ? ( 4) , ?
( 5) ?
( 6) ?
( 7) , ?
( 8) ?
( 9) ?
( 10) ?
3. ?
( 1) a.

b. (Whir lpool)
( Frigidaire)
(General Electric)
(Mayt ag)
( Rayt heon)
( 2) a.

b. ( Sears)
( Montgomery Ward)
(Highland)
(Wal-Mart )
( 3) a. (As sociat ion of Home)
90
4-4 ACT
ACT ,
, ACT
( 1) A. ? 1991 1996 B. 1991 1996

? ( )
1991 1996 1991 1996 ( 2)
, ,
?
( )
( 3) ,
? ( 4) ?
( 5) ?
42

.txt
( 1) 4-3 4-4 ,
? , ?
( 2) ACT ?
( 3) , ACT ?
91
? ACT
( 4) ACT ?
( 5) ACT ?
( 6) ACT ( 4-4) 4-3 ?
?
92

, : ( 1)
( 2) ,
( 3)
( 4) ,
( 5) ,
( 6)
80 , (Nike) ,
, ,
(Adidas ) , 60
, 1986 , ( Reebok )
, ,
1987 , 30% , 18%
1988 , , ,
, ,
1990 , , ,
: , :
32% , 22%
, 50% , 15%
, ,
, , ,
,
, 1990
( Shaquille O'Neal) ,
, 130 , ,
100 1993 ,
20%
93
, 15
22 30% , 10%
,
, ,
, , ,
, ,
, , , ,
, , , ,
50 , 180
, 90 , ,
, , , ,
, , ,
, Chuck T aylor Convers e ,
Black Cons Converse , ,
, ,
, , Generat ion Xer
, ,
:, ,
! Generation Xer , Pro Ked Convers e
One St ar Dr . J Adidas Gazelle Puma Swede ,
,,
, ,
Xer ,
, , , ,
( T imber land Company)
( Converse) ,
Converse All Star 1917 ,
75 5.2 1970 ,
One St ar , Pro Leather , Jack Purcell ( 70 ) ,
J ack Purcell ( , 60 )
43

.txt
, ,
,
, ,
, ,
, ,
94
,
2.54 ,
,
50 , , 2010 , 70
,
,

, ,
: ? ? ? ? ?
5-1
,
:
, ?
,
5-1 ,
,
, ,
P :
( 4p s : Product , Pr ice, Place, Promotion )
:
,
,
, , :
, ;
, ,

( 5-2) ,
,
, ,
, ,
95
, ,
5-2
1.
,
, :
, , ,
,
, , ,
, , , ,
, , :
, !
,
,
,
, ,
, ,
,
; ;
, , ,
6 500 , , ( JC Penny)
( Spiegel) , , ( Lands End) , ( Sharper
Image) ( Royal Silk ) , 135
96
2.
( Subcult ure) , ,
,
,
44

.txt
:
( 1)
, 2 550 , 2 060
2010 , 4 000
,
,
,
, ,
,
, ,
, , ,
( 2) 2 180 3 100 ,
12
, ,
, ,
, ,
( Sears ) ( McDonald s ) ( Coca -Cola)
,
, ,
170 , ,
( 3) 65
, 3 200 2010 4 000
, 2 000 , 35
,
, , ;
, , ,
,
, ,
, , ,
40 000
97
, 25% ; ( Southwes tern Bell)
, 2 000 90 ;
, , ; GT CC
( GrandT ravel of Chevy Chase) ,
,
,
5-1
(1%) , , ,
, ,
, ,
( 2% )
, ,
, , ,
, , ,
( 12% )
,
, ,
( 32% )
, ,
, , , ,
,
( 38% )
,
, ,
,
( 9%)
, , ,
, , ,
( 7% )
, , ,
98
3.
, ( Social Class es )
, ,
( 5-1)
, ,
45

.txt
, ,
, ,
, ,
,
,
1.
(Group) ,
( Membership Groups) ( Pr imary Groups ) ,
( Second Groups) , ,
,
( Reference Groups) ( )
, ,
, ,
(Aspiration Group ) ,
, ,
, ,
,
(Opinion Leaders)
, ,
, ,
( Chrys ler ) , LH
Concorde , Dodge Intrepid Eagle Vision 25
6 000 , , 98% ,
,
,
, ; ,
,
, ,
99
2.
,
,
, , ,
70% ,
, , 45% , 40%
, ,
,
, ,
3.
,
, ; , ; ,
,
, , ,
1.
,
,
5-2
, ,
, ,
,
( )
2.
, ,
, ,
100
5-2

46

.txt
3.
, ,
,
4.
( Psych ographics ) , (
) ( ) ( ) ,
AIO(Act ivit ies , Interest s, Opinions)
,
, SRI ( SRI
Internationl) VALS ( Values and Lifes tyles ) VALS2
, ,
( 5-3) ( Self-Or ien ted) ,
;, ;
, ,
VALS2
:
: , ,
, ,
,
: ,
, , , ,
: , , ,
: , , ,
,
: ,
101
5-3 VALS2
,
: ,
, ,
: , ,
, ,
: , ,
( I ron Cit y Beer ) , VALS2

,
, VALS ,
, ,
, ,
, ,
,
,
,
,26%
, ,
( McCann-Er ickson London) : (
) ( , ) ( ) ( ,
) ( BackerSpielvogelBat es)
102
, (Wor ldwide) : ( ,
) ; ( , , ) ; (
) ( , ) ; ( ,
, )
, ,
,
, , , ,
5.
( Personalit y) ,
,
,
, (Maxwell Hous e)
, ( )
, ,
, ,
B&N ( Barnes & Noble) ,
,, , ??
47

.txt
, ??
, ( Edgar Allen Poe)
(Viginia Woolf ) ??( )
, ,
, ,
,
, :
1.
, ? ?
?
, ,
,
(Mot ive)
,
, ( Sigmund Flued )
103
(Ab rah am Mas low) , ,
: ,
, , ,
, ,
, ,
, ,
, ,
,
,
,
, ,
, ,
: ,
,
, 5-4
,
, , ,
, ( )
( ) , ( ) ,
( ) , ,
5-4
?
,
,
104
,
2.
,
, ,
; , ,
?
, ( P ercept ion )
, :
, , 1 500 ,
( Select ive Att ent ion ) ,

,
, , , ,
,
( Selective Dist or t ion )
, ,
,
,
,
( Select ive Retention) , ,
, ,
,
,
,
3.
, ( Learning)
48

.txt
,
(Drive, Stimuli, Cues , Respons es and Reinforcement )
,
, , ,
,
, ,
,
, ,
105
,
,
,
4.
, ,
( Belief) ,
, , 550
, ( ) , ,
,
, , ,
(At tit ude)

, , ,
,,
, , ,
, ,
, 50 , (Honda)
, : ,
, ,
,
, , ,
, 90 ,
, ,
, ,
, ,
, ,
, ,

,
, , ,
, , ;
; ; ; ,
,
106
:
:
:
: ,
:
:
,
( Chevrolet) ,
,
, ,

,
, 5-5
,
5-5
, ,
( Complex Buying Behavior ) ,
, ,
, , ,
,VGA 8 ,
, ,
, ,
,
, ,
( Dis son an ce-Reducing Buying Beh avior )

, , ,
107
49

.txt
,
, , ,
, ,
(Habitu al Buying Behavior ) ,

, ,
, , ,
,
,
, , ,
, ,
, , ,
, ,
,
, ,
, ,
, , ,
,
, , P&G
, ,
( T as ter ' s Choice) , ,
,
, ( Var iet y-Seeking Buying

Beh avior ) , , , ,
, , ,
, , ,
,
, ;
, ,
108

5-6
: ( Need Recognition) ( Informat ion Search )
( Evaluat ion of Alt ernat ives ) ( Purchase Decision ) ( P os tpurchas e
Beh avior ) , ,
,
5-6
, ,
, , ,
5-6 ,
, ,
, ,
,
, ,
, ,
, ; ,
, , ,
, ,
, , ,
, ,
,
,
, ,
,
, ,
,
, , ,
, , ,
109
,
, :
:
:
:
:
, ,
,
50

.txt
, , ,
, ,
,
, ,
, ,
, ,
,
?,
, , ,
:
, , ,
,
,
, ,
, , ,
( Brand Image)
,
, ,
: ; ;
35 , 110 ,
,
, ,
,
,
,
, ,
110
, ,
, ,
,
, ,
,
,
; , ,
, ,
,
,
, , , (Minolt a)
?
, , ;
, ;
; ,
, , , ,
,
, ,
,
,
, , ,
, ,
, , ,
, ,
, ?
,
; , ; ,
,
, , , ,
, ,
111
, ,
( Boeing) ,
,
5% , 8% ,
,
, ,
, , ,
, ,
?
, ,
51

.txt
, ,
,
,
3 , 11
, , , 13% 20
, , ,
, ,
96% , ,
, , 3M
, ,
, ,
, ,
, (, ! )
, ,
, (New Product)
, ; ,
, ( Adopt ion
P roces s) ,
112
:
: ,
:
: ,
:
, ,
, ,
,
, ,
( 5-7 )
, , ,
2. 5% (
)
5-7
, ;
, , ; ,
, ; ,
, ; , ,
,
, ,
, , , ,
, ,
, , ,
113
,
( )
:
: , ,
, ,
: ,
: ,
, ,
: , ,
,
: ,
,
,
,

, , ,
,
,
, , (Kollegg)
52

.txt
, , , ,
, ,
, ,
( Remington) , ;
, ,
:
,
, , ,
, , ,
, , ,
114
,
, , ; ,
,
,
,
,
:
, ,
,
, ,
,
,
, , ,
,
, ,
,
,
,
,
, ,
,
, ,
,
,
115
( Consumer Buy ing Beha vior ) ,

( Consumer Ma rket) ( Culture)
, ( Subculture) ,
( Socia l Classes) ,
(Group ) , (Op inion Lead er )
,
( Lif estyle) ( P sy chogr ap hics)
,
( P ersona lity ) , (Motive)
( P ercep tion) , ( Lear ning )
( Belief ) (Attitude) ,
( Comp lex Buying Beha vior ) ,
(Dissona nce-Reducing Buy ing Beha vior ) ,
(H abitua l Buying Beha vior ) ,

(Variety-Seeking Buy ing Beha vior ) ,
(N eed Recog nition) ,
( I nf orma tion Sea rch) , ,
,
(Alternative E va luation) ,
( Brand Ima ge) ( P urchase Decision) ,
, 116
( P ostp ur cha se Beha vior ) , , ,
53

.txt
( Cognitive Dissona nce) (N ew P roduct)
(Ad op tion P rocess)
( 1) 5-1, ,
( 2) , ?
?
( 3) ,
?
( 4) ,
Migh ty LEggs P ur ina
,
( 5) ,
( 6) ,
, ?

Seigo Mat souk
( Shiseido) 20 ,
, ,
,
? 20 Nor iko Shida
, Nor iko ,
, ,,
,
, 1888
1902 , , 20 ,
,
: ,
117
, , ,
25 000,
, 1990 5 000 ( 48 )
1991 4 , ,
10 , ,
, ,
( Clin ique Laborat ar ies )
, 7%
CL,
, ,
, Yu kio Higuchi Kawachiya Shuhan
, Higuchi 30% ,
Higuchi ,,
, ,
,
,
,
,
, ,
, 30 21 6 1996 ,
50% , 1 000 ,
1994 , , ,
, 700 ,
,
, ,
, ,
,
:, 38% 1 ,
,
ALWAYS
:90
:,
, :90 ,
, Nor ik o Shida
, ,
118
? , ,
, , ,
, , ,
4% ,
, ,
,
,
54

.txt
20 ? ?
, ?
, ?
, Seigo Matsouka
, :, , ?
( 1) ?
? ?
( 2) ? ?
( 3) ?
( 4)
( 5) ,
?
119

, : ( 1) ,
( 2)
( 3)
( 4)
( 5)
GAC (Gulfstream Aerospace Corporat ion ) 2 700
, , ,
4 200 , 40 ,
( Amer ican Expres s )
(General Motors) IBM , ( King Fahd of Saudi
Arabia) GAC ,
, ,
GAC ,
,
GAC ,
, , GAC
, ,
; GAC
,
, , GAC
? ? ? ?
,
, ,
,
, , ,
, ,
,
120
; ;
, , ,
, ,
,
:, ??
, GAC
: ? ??
? ? ,
, , GAC ,
, ,
(Du Pont ) , (Xerox) , ( Boeing) , (Mot orola )
, ,
, Cheer ios Bett y Crocker
Gold Medal ( General Mills)
, ,
,
,
, , ,
,
,

, , 1 300 ,
, ,
(Goodyear T ires )
, ,
, ,
, ,
55

.txt
,
,
, , 6-1
121
6-1
,

,
,

, ,
,
, ,
,
1.
, , ,
, , ,
,
, :
,
(Der ived Demand) ,
, ,
,
,
, , ,
,
, ,
10% , , 200%
2.
, ,
122
, ,
,
,
3.
,
,
,
, ,
,
, , ,
, ,
, , ,
, , ;
, , ,
4.
, ,
, ( Ryder ) ,
( ) ,
, GMC ,
, ,
; (Kroger ) P&G ; IBM
, ,
,
,
,
, , 1 080
56

.txt
, , ,
,
, , ,
,
6-1,
123
6-1
, ,
4P s: :
, :
,
, :

6-1 :
? ? ? ?
, , ; ,
; ,
( St raigh t Rebuy) , , ,
,
, ,
, ,
,
(Modified Rebuy) ,
,
, ,
, ,
(New T ask) ,
, ,
, ,
, ,
124
, ,
, ( Systems
Buyin g) ,
,
,
, , ,
, ,
,
, ,
,
, ,
, ,
( ) ,
,
?
( Buying Cent er ) ,
( Users) : ,
( Inf luencer ) : ,
( Buyer ) :
, ,
(Deciders ) :
, ,
(Gatekeepers ) : ,
,
,
,
, ,
20 30 ,
, 7 ,
125
,
, ,
( Baxter International) ,
57

.txt
,
, , ,
,
, ,
,
, GAC ,
, , ,
, ,
,
,
, , , ,
,
, ,
, ,
, ,
6-2
6-2
1.
,
, ,
126
,
, ,
,
, ,
2.
,
: ? ?
? ? , :
: ,
, ,
, ,
,
, ,
,
: , ,
, ,
,
, 250 ,
1 5
, ,
,
:
, ,
, ,
, ,
, ( Baxter )
: ,
,
,
: , ,
,
, , ,
,
, ,
, , ,
127
, (Kas le Steel)
, ,
, ,
3 500 , , 250
,
, ,
,
3.
,
:
58

.txt
, ,
,
, ,
, ,
4.
,
, ,
, , ; ,
6-2 ,
, ,
6-2
1. 2. 3. 4. 5. 6.
7. 8. 1.
,
128
, ( Problem Recognition)
, , ;
, ;
, ,
, ,
2.
, (General Need Descr iption) ,
, ,
,
,
3.
( Product Specificat ion ) ,
(Value Analysis ) ,
,
, , ,
, ,
4.
( Supplier Search ) ,
, ,
,
,
,
5.
( Proposal Solicitation) , ,
, ,
,
,
6.
( Supplier Selection) , ,
,
:
129
, 6-3 ,
,
,
6-3
( 1)
( 2)
( 3)
( 4)
( 5)
59

.txt
= 4. 29 220
, , ;
; ,
, ,
, ,
,
7.
(Order -Rout ine Specificat ion )
, ,
, , , ,
, ,
, ,
, ,
,
8.
, ,
( Per formance Review)
,
130
, ,
,
,
,
, , ,

, ,
, , ,
,
( Inst itut ional Markets ) ,
, , ,
, ,
,
, , ,
, ,
,
( Heinz)
,
(Government Market s) ,
82 000
,
, ,
,
,
,
(
) ,
131
, , ,
1.
,
, , ,
, ,
, ,
,
, ,
, , ,
, , ,
, ,
,
60

.txt
2.
, ,
,
, ,
, ,
; ,
; ,
, ,
, ,
, ,
, :
, ; ,
, ; ,
,
132
, ( Rockwell International)
( Eastman Kodak ) ,
, , ,
, , ,
, , ,
, , ,
,
,
:
,
, , ,
:
,
, ,
, ,
,
,
,
( Business Ma rket)
( Business Buy ing P rocess) ,
(Derived Demand ) ( Stra ig ht Rebuy )

, ( Modif ied Rebuy ) ,
(N ew T a sk) , ( Systems Buying )

133
( Buy ing Center ) (Users) (
I nf luencers) ( Buy er )
(Deciders) (Ga tekeep ers) ( P
roblem Recognition) , ,
(Genera l N eed Descrip tion) ,

( P rod uct Sp ecif ication) ,
(Va lue Ana lysis) , ,
( Supp lier Sea rch) , ( P rop osa l

Solicitation) , ( Supp lier Selection)
, ,
(Or der -Routine Sp ecif ica tion) ,
( P erf ormance Review) , ,
( I nstitutional Ma rket) ,
(Gover nment Ma rket) ,
( 1) , (Apple Computer )
, , ,
( 2) : ( a) ( Chrys ler )
, , ( b ) (Volkswagen)
( c) (Honda) Acura
( 3) ,
61

.txt
?
( 4)
134
( 5) (NutraSweet ) ,
,
( 6) , ,
, ,

(ACT )
,
ACT ,
,
, , , ,
, ,
, , ,
, , ,
, , , ,
, , ( ) ,
, , ,
, ?
, ,, , 1990
180 , 1980 1990 5. 6% ,
4. 3% , , 20% ,
,
, : (GE) (Whir lpool)
( Elect rolux) (Maytag) ( Rayt heon)
, , ,
, ,
,
, ,,
,
, ,
,
, , ,
135
, , ,
:, ,
, ?
( Brain Althoff ) ACT , ,
:
, ,
, ; ,
ACT ,
, ,
,
, ,
, :, ?
,,
, 12 , ,
, , , , ACT
,
?
:ACT ,
, , ,
, (Kenmore)
, ,
, ; ,
, ; , ,
;
,
, , ,
, ,
, ,,
,
ACT , ,
, ,
?
, ,
62

.txt
136
?
:
, ,
, ,
, :,
?
, 20 ,
,, 50%
, ,,
,
, ,
,
, ?
:, ,
,
,
, ( )
, ,
, 67 , ,
20 ,
1991 1996 (
6-1) ( 6-2) , , ,
, ( 6-3 6-4)
6-1 1991 1996
1991( % ) 1996( % ) 5 5 10 2. 0 5 15 3. 0 5 15 3. 0 90 90
1. 0 20 50 2. 5 15 40 2. 7 2 550 2. 525. 0 5 15 3. 0 10 25
2. 5 137
6-2 ACT ( )
1.
,
,
??
, ,
2. ,
( )
?
,
,
3. ,

4. ()

5.
, ,
, , , ,
6-3 1990 (% )
19 35 11 34 1 8 19 15 4 52 2 9 13 15 3 55 4 32 37 6 5 99 5 19
47 11 6 15 2 20 34 21 20 5 19 49 9 14 27 2 9 15 17 4 52 3 138
6-4
Fr igidair e Monarch Jenn-Air Amana KitchenAid

Mayt ag Bauknechi
Fr igidair e General Elect ric Mayt ag Caloric Kenmor e
Wes tinghous e Magic Chef Speed Queen Whirlpool
Wes tinghous e RCA ADmiral Caloric Roper
Kelvinator Hot point Norge Es tat e
Gibson Signature
( 1) ACT , ACT ?
( 2) ? ?
( 3) ? ACT ?
( 4) , ?
( 5) , ACT ?
( 6) ACT , ?
139

, : ( 1)
( 2) ,
( 3) ,
63

.txt
(Qantas ) ,
, ,
,
, 2000 , ,
40%
, , ,
, ,
, , ,
,
,
,
, ,
, , ,
, , ,
90 , ,
, , 1 200 , 10%
,
, ,
, ? ?
? , ,
140
, , ,
, ,
,
,
, , ? 747-400
1.35 , ,
, ,
, , ; ,
, ,
, ,
, ,
,
,
, ,
7-1 75
, 5
:
, , ,
( Int el) NEC
,
7-1 75 ( 5 5 3)
,
, , ;
,
141

, ,
, ,
, , ,
, ,
, ( Mark et ) ,
, ( Indust ry)
:
(Honda) , ,
, , :
? , 10%
,
, , ,
,? ,
,
,
, , ,
, , 18 , ,
, ,
, ,
;
64

.txt

( T ot al Market Demand)
, ,
, ,
Sealtest Breyers Haagen-Dazs Ben &
142
J er ry' s ,
7-2 A
, ,
, , ,
(Market Potential) ,
, ,
7-2A , , ;
, , ,
7-2
( P r imary Demand)
,
( Select ive Demand ) ,
, ,
( Coke) (Diet Coke) ( Spr it )
, ,
,
,
7-2B ,
, ,
(Warner Communicat ions Company) ,

:
143
Q = n q p
Q: n:
q:
p :
, 1 , 6 , 14
, 84 ( = 100 000 000 6 14 )
,
, , T CE , ( T hompson Consumer Elect ronics)
RCA ( RCA Digital Satellite Sys tem)
18 ,
700 , , 150
, , T CE
, , T CE
RCA :
* ,
* ,
* RCA
,
,
, , ,
, :
, ,
1.
(Market-Buildup Method) ,
,
,
1 000 , ,
, ,
30 ( Colorado)
, SIC ( St andard Indus tr ial
Classif ication ) , (U . S. Bureau of Census ) SIC
, ,
, 10, ,
144
65

.txt
( 104) , , (
1042, 1043) ,
,
, ( 7-1)
; ;
; ( ) ; ,
1 000 37 , ,
,
7-1 SIC :
SIC
( 1)
( 2)
( 3)
( 4)
( 2 3)
( 5)
( 1 000 / )
1042 10 80 1 80 1015 50 2 100 10 20 4 80 150 260 260 000 1043 10 40 1 40 1050
20 2 40 10 10 3 30 70 110 110 000 370 000 2.
:
, ,
, 20 ,
1.4 , 7%
110 , 7%
,
( Mark et -F actor Index
Meth od) , ,
,
7-2
: ,
( BPI ) :
145
BP I = 0. 2
+ 0. 5
+ 0. 3
0.556 1% ,
0.584 7% , 0.633 2% , ,
:
BP I = ( 0. 2 0. 556 1) + ( 0. 5 0. 584 7) + ( 0. 3 0. 663 2) = 0. 593 5
, 0. 5 93 5
20 , 20 0. 005 935=
1 187110 1 187
9. 3% ( 1 100 000 11 870 000= 9. 3% )
7% ,
7-2 ( 1992/ 12/ 31)
:
( )
,
1814 2534 3549 50
( )
1 452. 3 0. 5596 33. 3 9. 3 17. 0 22. 7 24. 4 558. 7 39. 1 0. 0150 35. 4 6. 8 14. 9 24.
5 26. 2 14. 3 127. 0 0. 0490 33. 6 6. 9 16. 1 27. 1 20. 7 45. 6 48. 6 0. 0187 35. 3 7. 9
13. 8 25. 9 24. 7 17. 1 81. 2 0. 0313 34. 2 8. 0 15. 3 25. 6 23. 1 27. 9 96. 6 0. 0372 33.
6 9. 5 15. 4 24. 4 23. 4 34. 6 131. 9 0. 0509 35. 9 9. 6 14. 1 22. 6 28. 8 50. 3 * 60. 9 0.
0235 35. 3 11. 0 14. 2 19. 9 30. 6 24. 9 827. 6 0. 3188 32. 6 10. 0 18. 6 21. 2 24. 4 333. 2 *
760. 7 0. 2931 32. 5 10. 1 18. 5 21. 1 24. 2 305. 4 58. 8 0. 0227 33. 9 8. 7 14. 8 23. 9 24.
5 20. 5 41. 5 0. 0160 34. 0 8. 4 15. 4 22. 2 26. 3 15. 2 630. 7 0. 2430 34. 3 8. 2 15. 5
24. 8 24. 2 228. 4 :
( 1 000 )
( 1 000 )
( 1 000 )
66

.txt
( 1 000 ) /
( 1 000 )
( 1 000 )
( 1 000 ) 13 710 089 1 877 649 1 514 931 1 805 793 774 565 3 381 980 494 470 249
699 37 276 27 593 13 981 44 955 39 230 12 434 925 550 156 658 107 901 94 495 52 009 222 923 33
831 240 751 41 507 23 609 16 764 5 881 79 096 11 701 454 296 111 458 45 397 62 603 12 860
94 041 11 482 820 421 87 504 78 325 213 525 35 232 194 708 24 473 146
( 1 000 )
( 1 000 )
( 1 000 )
( 1 000 ) /
( 1 000 )
( 1 000 )
( 1 000 ) 998 254 163 919 105 904 135 820 42 849 270 339 48 233 * 703 096 120 754 81 947
92 417 33 884 177 290 32 772 9 458 444 1 149 343 1 066 979 1 216 403 559 249 2 354 765 328 378 *
9 078 224 1 065 874 1 007 601 1 193 042 545 347 2 287 304 315 786 332 523 68 057 38 408 18
306 10 898 82 311 12 879 230 151 61 927 20 815 33 896 10 632 44 567 11 059 3 928 769 691
021 425 383 520 334 195 334 917 386 145 912 :
( Effective Buying Income)
( 1000)
(A) 10 000-19 999 ( B) 20 000-34 999 ( C) 35 000-44 999 (D) 50 000 A B C D
24 950 845 37 565 14. 3 22. 7 20. 2 33. 5 0. 6089 772 234 43 366 11. 8 19. 6 19. 6 41.
5 0. 0159 2 839 730 52 150 7. 9 17. 3 17. 8 52. 7 0. 0572 817 957 43 097 12. 0 20. 3 22. 1
40. 0 0. 0169 1 462 208 47 950 9. 5 18. 0 20. 6 47. 2 0. 0304 1 781 629 44 587 11. 0 20. 1
20. 4 42. 8 0. 0406 1 712 431 28 870 19. 8 25. 2 18. 9 21. 6 0. 0452 * 754 015 24 587 22. 0
25. 5 16. 5 16. 7 0. 0239 14 037 509 35 171 15. 3 24. 0 20. 4 29. 9 0. 3686 * 12 784
164 35 020 15. 4 23. 8 20. 2 29. 9 0. 3429 887 902 39 371 13. 9 22. 1 22. 7 34. 1 0. 0199 639
245 37 258 14. 6 23. 8 22. 6 31. 0 0. 0142 11 412 666 42 657 12. 0 20. 9 20. 7 40. 1 0. 2421
, ,
,
, , , ,
,
, ,
,
,
147
, ,
, ,
, ,
5% ,
10% ,
,
, (Niels en ) , IRI
,
,
,

,
, ,
, , ,
,
, , ,
,
, ; , ; ,
,
,
,
, 7-3
: ? ? ?
67

.txt
, :
7-3

148
, ,
, , ,
,
,
, , ,
, , ,
, :
6 ?
0 0. 1 0. 2 0. 3 0. 4 0. 5 0. 6 0. 7 0. 8 0. 9 1. 0

,
, ;
,
, ,
(McGraw-Hill) ,
10%
,
, ,
, ,
, ( ) , ,
, ,
, ,
, ,
, ,
, ( )
,
149
,
, ,
,
, ( Dat a
Resources ) (Whar ton Econometr ic) ( Chase Economet r ic)
, , ,
, (
) , ,
, , , (
(Delphi) ) , ,
, 1943 , IBM :
5 1946 , 20 ( 20th Cen tury F ox )
( Daryl F . Zanuck ) :, ,
,
, ,
,
11
, ,
,
( T ime-Ser ies Analys is )
, ,
, ,
,
, , ,
,
,
,
, , , ,
68

.txt
1.2 , 12
150
5% , , 1.26
( = 12 000 1. 05) , , 90% ,
, : 12 600 0. 9= 11 340,
11 430 12= 945, 12 , 1. 30, , 12
945 1. 3= 1 228. 5,
, , 12 1228. 5
( Leading Indicators )
, ,
4 , ,
(Nat ional Bureau of Economic Research ) 12 ,
( Survey of Cu r rent Busines s)
,
, ( Statis tical Demand
Analysis ) ,
(Q) , X1 , X2 , ?,
Xn
Q = f ( X1 , X2 , ?, Xn )
, ,
, , :
Q = - 145. 5 + 6. 46X 1 - 2. 37X2
,
X 1= () X 2= ( : 100 )
, 54 , 2 400 , ,
Q = - 145. 5 + 6. 46( 54) - 2. 37( 24) = 146. 6

143,
,
,
,
151
,
;
, ,
,
, ,
,
,
,
;
, ,
,
,
,
,
;
, , ,
(Market) ( Ind ustry) ,

,
( T otal Ma rket Demand ) ,
(Market P otentia l) ( P rima ry Demand )

( Selective Dema nd ) 152
(Market-Buildup Method ) ,
( F orcasting ) , , ( T ime-Series Analy
sis) , ,
( Lead ing I nd icators) ( Statistical Dema
nd Ana lysis) ,
69

.txt
( 1) : ?
( 2) 40% ,
,
?
( 3) ,
? ?
( 4) (Hesss ) , ,
? ?
?
( 5) , ,( Cat s Pr ide) ,
50%
( 6)
?

(Mat tel) ,
,(Hot Wh eel)
( T op Speed )
, ,
( El Segundo) ,
,
, ,
, , ( Might y
153
Morphin P ower Rangers ) ,
, , ,
, , , , ,
; ,
! , ,
( Sant a) ?
, ,
2.5
, , ( Barbie)
(G. L. Joe) (Hot Wheel) , 5 000 6 000 ,
80%
,
( Bandai Amer ica) , 9 ,
, ,
, , 10 ,
, 60
, 1 200 , ,
, , !
,
, ,
, ,
, ( T oys RUs )
(Wal-Mar t ) , ,
, ,
, ,
, ,
, , ; ,
, ( Toy Manufact urers As sociation) 1993
175 , 1992 1. 6% , 1991 12%
, 167
: , ,
,
, ,
154
, 27 ,
35 25 35%
, 1994 , ,
, ( Mast ers of th e U niverse )
(Demolit ion Man)
, ,
, , 2. 5
, 7 10
,,
, ,
, , ,
, ,
: ( Cryo P ump) ( Road Vac) ( Cork screw)
70

.txt
( Shock Rod) ( St ing Shot) ( Back Burner )
, , 5
2 ,
, 25 30 ,
,,
,
,
( 1) ?
?
( 2) , ?
( 2) , ?
155

, : ( 1) ,
( 2) :
( 3) ,
( 4)
( 5) ,
( Procter & Gamble ) 11 ( T ide , Cheer , Bold ,

Gain , Era , Dash , Oxydol , Solo , Dreft , Ivory Snow Ar iel ) 8
( Zes t , Coast , Ivory , Safeguard , Camay , Oil of Olay , Kirks
Lava ) 6 ( Prell , Head & Sh oulders , Ivory , Per t ,
P anteneVidal Sassoon ) ,
Joy , Ivory , Dawn Liquid Cascade ; Cres t , Gleam , Complete
Denquel ; Folgers , High P oint , But ternut Maryland Club
3 , Spic & Span , Top Job Mr . Clean ,
Charmin , Bann er Summit ( Secret Sure ) , (Downy
Bounce ) , ( Cr isco Pur itan ) ( Pampers
Luvs ) 2 , ( ,
, ,
)
P&G ,
, ?
, ,
, ,
,
;
; , ,
11 ,
156
, , 11 P&G
( T ide) , ,
, , ( T ides in, dir t s out ) ( T ide with
Bleach ) ,
Cheer with Color Guard , ,
, Cheer ,
, Cheer Cheer Free , ??
Bold , Bold
Gain P&G ,
,
Era , ,
Dash P&G , ,
Oxydol , , ,
, , Ox! ( : Ox Oxydol ,
, )
Solo , ,
Dreft , ,
,
Ivory Snow 99.44% ,
Ar iel ,
, P&G
, P&G
, 32 53% ,

71

.txt
,
, ,
, ,
, , ,
, :
157
: ,
, ,
: , ,
: , ,
, ,
, ,
: , ,
, Coca -Cola Clas sic
Cher ry Coke ; Diet Cok e T ab ;
Caffeine Free Cok e , Minut e Maid
,
, ,
, ( ) ,
( )
,
(Micromarket ing) ,
, ,
8-1 ( Market
Segmentat ion ) , ,
, ,
, (Market
T argeting) , ,
(Market P osit ioning) , ,
158
8-1

, ,
,
, , ,
, ,
, , ,
, , ,
,
, ,
, Buick Park Avenue
,
, ,
, 8-1
,
1.
(Geographic Segmentat ion) ,
, ,
, ( Campbell)
Cajun ,
( S. C. Johnson & Son ) , ,

40%
, ,
,
,18 16 ,
4.5 , 5
, ,
, P&G
Ar iel
, ,
Golden Arches Cafes
(Hampt on Inn) , 329 ,
, ,
( Smoky Moun tains ) ,
290 , 1996 100
159
, 54
, , 135
72

.txt
8-1
ABCD
5 000 ; 5 00020 000; 20 00050 000; 50 000100 000; 100 000250 000; 250 000500 000; 500 000
1 000 000;
1 000 0004 000 000; 4 000 000

6 , 611, 1219, 2034, 3549, 5064, 65
1234, 5 , , , 6 , 6
, , 18 , ,
10 000 , 10 00015 000 , 15 00020 000 , 20 00030 000
30 000500 000 , 50 00075 000 , 75 000
; ; ;
; ; ; ; ; ;
; ; ; ;
160
2.
(Demographic Segmentat ion ) ,
,
,
, , , ,
,
( 1)
,
,
, ,
(Mazda) 929
, ,
, MX-3 ,
, ,
, ,
, ; ,
,
70 , , 40
, ,
,
( 2)
(Gender ) ,
, ,
P&G ( Secret ) ,
,
, ,
80% , ,
:, ,
, , ,
, ,
, ,
, , ,
, ,
, Pontiac , ,
, ,
, ,
161
73

.txt
( 3)
, ( Income Segment at ion )
(Neiman -Marcus ) , ,
20
, 40%
25 , 4
, ( F amily Dollar )
, , ,
1.7 , 6 , ,
, Chas e Manhatt an
350 , 2
( )
( 4)
: Dial , Safeguard
I r ish Spr ing ; 30% Dial , Zest
Coast , 23%
, Dial 45 68 ;
, Dial 35 44 Coast ,
, 18 24 Coast , ,
, Dial , Safeguard ,
Ir ish Spr ing ,
, ,
3.
( P sychographic Segment ation)
( 1)
, ,
,
( 2)
, ,
( Duck Head ) , :
, Redbook ,
162
Redbook , 25 44
Redbook:
, ,
, ,
Redbook ,
, , , ,
( 3)
,
14 22 Spree Elite
Aero , , ,
, :
, ,
,
, ,
, 15% 50
4.
( Behavioral Segmentat ion )
,
( 1)
,
(Occasion Segmentat ion ) ,
, ,
, , ( Coke)
, ,
( Cur t is Candy Company) , (Halloween) ,
, ,
,
:? ?
:
, ,
74

.txt
??
163
, ??
, , , ??
,
( 2)
,
( Ben efit Segmentation) ,
( 8-2)
:
, ,
,
( Cres t) , ; Aim ,
8-2
( )
( )
( )
Aqua-Fresh
U lt ra Brite
( )
Aim
,
,
( 3)
,
, , , ,
;
,
,
( 4)
, 8-2
, :
, , 41% , 87%
, 7 ,
, ,
164
, Sch aefers
8-2
( 5)
( Brand Loyalty)
, ; , ; ,
, ;
, , , ;
, , ,
,
,
,
,, ,
,
, ,
, , 8-3 ,
165
75

.txt
( )
8-3
: ?
: ?
: ?
: ?
: ?
: ?
: ?
: , ?
: , ?
: , , ?
: ?
: , ?
: , ?
: ?
: , ?
: ?
,
, , ,
, , ,
; ,
,
, ( St eelcase)
, , :
, ,
,
( Exxon) IBM , ,
,
, , :
( ) (
166
) ; , ;
,
8-3 , ,
,
( Signode Corporation) , ,
:
:
, , ,
,
: ,
,
, ,
: , ,
10%
, , ,
: ,
, , ,
, ,
,
,
,
, 150 ,
, , ,
, ,
,
, ,
,
,
,
, ,
, , ,
, 4 ,
, 1.4 ,
76

.txt
167
,
, ,
,
, (
) , ( )
,
,
,
,
,
, , ( Int ermarket
Segmentat ion ) ,
, , , ,
( Mercedes-Benz) , ;
, 16
( Pepsi Max ) , , ,
, :
( ) , , ,
,
??,
, ,
, , ,
, , ,
, ,
, , ,
:
:
, 2 400 , ,
,
,
: ,
, , ,
, ,
168
: ,
4
: ,
, ,

, ,
, : ,
,
1.
,
,
,
2.
, ,
,
, ,
, , ,
, , ,
, ,
, ,
3.
, ,
,
, ,
; , ,
, ,
,
169
,
77

.txt
, ,
,
,
, ,
8-3
( T arget Market)
,
,
8-3
:
1.
( Undifferentiat ed
Market ing) , ,
,
,
,
(Hershey Company)
, ,
, ,
, ,
,
,
, ,
,
,
2.
(Differentiat ed Marketing) , ,
(General Mot ors )
(Nike) ,
,
( Sams Warehous e) ,
, ,
,
170
, ,
,
,
P&G 11 ,
, ,
,
,
,
, ,
,
3.
( Concentrat ed Marketing ) ,
, ,
, (Osh kosh Truck)
; ( Recycled P aper Product s )
; ( Soho Nat ural Sodas )
,
, ( )
, ,
, ,
, ;
, ( Coller )
, ,
,
,
,
, , 900
, , :
;
( Bigfoot) , ,
,
4.
, , ,
, ,
, , ,
, ,
78

.txt
171
, ,
, , ,
, ,
; , ,
( Product s Pos ition)

, ,
; Solo ; Cheer
, T ercel Subaru
; ( Cadillac) ; Pors che BMW
; (Volvo)
, ,
, ,
, ,
, ,
,
Civic ; ,
, Aim ; , ,
(Gatorade) , ,
, , ,
3% 14%
, VISA Amer ican
Express , :VISA , Amer ican Express
Avis , :, ,
(Her t z) , ,
, Barbasol
172
, , ,
Camay ,
, Arm & Hammer
( )
, ,
,
, , ,
, ,
,
: ; ;
1.
,
,
, ,
, , , ( Compet itive
Advant age) , ,
, , ,
,
,
, , ,
, ,
, , ,
( 1)
,
, , , ,
( Perdue University) , , 10%
, ,
, , ,
, (Volvo) ;
(Delta Air lines ) ,
, ; P&G ,
, ( Jaguar )
173
, , , ,
79

.txt
( 2)
,
(Deluxe) ,
, , , 12
( Bank One) , ,
,
, IBM
, , ,
IBM , , IBM
, ,
,
, ( General Elect r ic)
X ,
,
(McKes son Corporat ion) , 1.2 ,
,
, ,
,
(Milliken & Company) ,
,
, ,
, ?
,
, ,
, ,
,
, ,
( 3)
; ; IBM
; ,
( Connect icut General Life) (Merck) ,
,
, , ,
174
,
,
, , (Main St reet
U SA) , ,
, , ( Make a Dream
Come T rue)
( 4)
,
,
,
, ,
,
, , ,
, (Har r is Bank) , (McDonalds ) ,
( Prudential) , ( Pillsbury)
, Pass ion ( Elizabeth T aylor ) ,
(Uninhibit ed) ( Cher ) , IBM
, , ,
, ( Hyatt ) ,
, ,
,
AT&T IBM
, ,
2.
, ,
, ,
( 1)
( Ros ser Reeves ) , ,

, ,
, ;
?
, ,
175
80

.txt
,
, ( Steclcase)
, :
, , ,
, ( Beecham) Aquafresh
:, ,
, Aquafresh
,
, , ,
, ,
,
( St euben ) 1 000 ,
50 ,
, 1986 ,
, (Herb)
, ,
( 2)
,
, ,
, , :
:
: ,
:
: ,
:
:
:
, ,
(West in St amford) ,
, , AT&T ,
, , ( Polaroid)
, , , ,
,
,
, ,
176
8-4
8-4
( 110)
( 110)
( )
( )
( )
8 8 6 8 8 6 4 3 8-4 ,
:
8( 1 , 10 ) ,
, ,
( 8 6) , ,
( 8 6) ,
,
, , ?
, ? ,
? , ,
, ? , ,
,
, ,
3.
, ,
,
, ,
, , ,
, , ,
, ,
81

.txt
, ,
,
, ,
, ,
,
177
, , ,
,
,
, :
, ;
, , ,
, ;
, ,
, , ,
,
,
, ,
, ,
,
, ;
;
,
: ,
, ,
, ,
(Microma rketing ) ,
(Ma rket S egmenta tion) ,

,
178
(Market T a rgeting ) ,
(Ma rket P ositioning ) ,
(Geogr ap hic Segmenta tion) ,
(Demog rap hic Segmentation) ,
(Ag e a nd Lif e-Cy cle Segmenta tion)

(Gender Segmenta tion) ( I ncome Segmenta tion)
( P sychograp hic S egmenta tion)
( Behavioral Segmentation) ,
(Occa sion Segmentation) ,
( Benef it Segmentation) ,
( I ntermarket Segmenta tion) , ,
( T arg et Ma rket) , ,
(Undif f erentia ted Ma rketing ) ,

( Dif f erentiated Mar keting ) ,
( Concentrated Marketing ) ,
( P rod uct P osition) , ,
( Comp etitive Ad vantag e) ,
( 1)
179
,
( 2) ,
( 3) ,
?
?
( 4) ,
,
( 5) , ?
82

.txt
?
( 6)
, ?

,
( Gatorade) ,
, ,
, 40 ,
,
,
, 1994 , 12 ,
15% 17%
, 88% ,
2% , 5%
90
, 90 ,
90% , , ,
,
, 60
,
(Gat or ) 1966
, ,
( Orange Bowl) (Georgia T ech)
:,
180
, ,
( St okely-Van Camp) , 1967 5
, 1968 , ,
, ,
70 ,
, , ,
, ,
, ,
1983
,
1983 1990 , 28%
,
: ,
, , ; ,
, , ,
, ,
8 , , 60
, 15 , 110
, ,
38%
,
, ,
, , ,
, 19 44 ,
,
,
,
,
, ,
, , 1990
,
,
, ,
181
( Freestyle) ,
, 1992 ,
,
( Suntory) 1985 10-K,

, 10-K
100% C, 60 ,
, ,10-K,
,10-K
83

.txt
,
1987
(Maxx) , 1989 , ,
(Mount ain Dew Spor t ) , ,
, , ,
(AllSpor t ) , ,
, ,
,
PowerBurs t , Workout , Work out Light
Pro Mot ion ,
1990 , , Power Ade ,
,
Power Burst
1992 , , ,
,
, , 1992 ,
, , ,
, PowerAde
, PowerAde 33% ,
, PowerAde
PowerAde , ,
, PowerAde
20 , 1 500
, 1 ,
P owerAde 1992 , ,
182
1996 , PowerAde
, ,
,
1 , 25 ,
AllSpor t,
,
, AllSpor t
, AllSpor t
, ,
15 ,
, , ,
, ,
Aquar ius ,
; , F itgar , 10%
; ,
,
, ;
;
, ,
, ,
,
, , ,
( 1) ?
( 2) ,
? ?
( 3) ?
( 4) ?
183
( 5) ,
( 6) ,
,
? , ?
184

, : ( 1) ,
( 2) ,
( 3) ,
( 4) ,
84

.txt
( 5) , ,
,
( 6) ,
( Revlon) 10
40 ,
, ,
, , ,
, ,
, , :,
180
10 , ,
, ,
, ,
70 , ,
70 , ( Char lie)
, ,
70 , , ,
,
, , ,
185
,
80 ,
( Jont ue) ,
, 90
, 20 ,
,
, , , : Char lie ,
F leurs de Jon tue , Ciara , Scoundrel , Gues s Unforget table ,
Aje , ,
, Obs es sion ( ) , Pas sion ( ) , Uninh ibited (
) , Opium ( ) , Joy ( ) ,Exclamat ion ! , Whit e Lin en ( ) ,
Yout h Dew ( ) Et ernit y ( )
Os car de la Rentas , ,
, ,
,
,
, ,
,
, , , ,
,
, , ,
, ;
; ;
, ,
: ? ,
, ,
, ,

, Supercuts ( Billy Joel)
GMC H&R Black ,
( Product ) ,
, ,
,
( Service) , ,
186
,
, , 21
( Core Product ) ,
: ? 9-1 ,
, ,
( Char les Revson ) :
, ; , ( T heodore Levit t ) ,
, , ,
9-1
(Actual Product)
: Handycam
Camcorder ,
85

.txt
,
, ( Augment
P roduct ) ,
, ,
; ;
, ; , ,
,
,
, ,
, ,
,
, , ,
, :,
187
,
, ,
, ,
, , Four
Seasons West in Hyatt , Red Roof
Inn F airf ield Inns Mot el 6

, ,
,
( Comsumer Product)
, ( 9-1)
9-1
86

.txt
( Convenience Product s ) ,
, , ,
, ;
188
, ,
, , ,
,
, ,
( Shopping Product s) ,
, ,
,
, ,
, , ,
, ,
, , ,
,
( Speciat y Products ) ,
( Rolls Royce) , ,
, ,
(Unsought P roduct s) ,
, ,
,
( Indus tr ial Produ cts )
, ,
: ; ;
(Mat er ials and P ar t s ) , ,
( ) (
) , ,
, ,
,
( ) ,
189
, , , Hoover
,
, ,
( Capital Items ) ,
( ) (
) , ,
( ) ,
( ) , ,
, , , ,
( Supplies and Services )

( ) ( )
, (
) ( )
,

9-2 ,
9-2
,
,
1.
:
, ,
, ( P roduct Quality) ,
,
, ,
, Sub Zero
,
,
87

.txt
, :
190
; Bergdor fGoodman ,
: , ,
,
, ,
40 , ,
, 40 ,
Demming ( W. Edward Demming ) ,
, ,
Malcolm Baldr ige
, , ;
, ,
, ,
, ,
,
, 80 ,
, ,
Baldr ige
,
, ,
, 1991
Baldr ige ,
, , ,
, :
?,
, , ,
,
??,
,
,
, :
, ,
90 ,
2.
, , ,
191
?,
: ? ?
? ?
,
, ;
3.
( Product Design )
, B&W , St eelcase
, Bose , Ciba Corning
, , ,
,
, ,
, ,
, , , ,
, , ,
, ,
, ,
, T aurus , ,
, , ( Herman Miller )
, , ( Braun)
,
, , ,
, ,
White Linen , ,
, ,
,
, ,
, ,
, ,
, , ,
,
, ,
88

.txt
, ,
, , JVC
192
,

, ,
, ,
,
1.
( Bran d) , ,
, ,
,
,
:
: ,
, ,
: , ,
,,
,
,
,,
: , ,
,
,
: :
, ?
,
,
,
, ,
,
2.
;
; ;
193
( Brand Equity)
,
, , Grand
Metropolitan Pillsbury , Green Giant HaagenDazs Burger King (Nest le) T ownt ree
Carnat ion St ouffer Buitoni-Perugina
P er r ier ,
,
, 45
Rowntree , ; Grand Met ropolit an Heublein
, 8 , Smirnoff , 360 ,
330 , 100
-
, , ,
, , ,
,
, ,
, , ,
Canada Dry Colgate-Palmolive ,
, ,
, P&G IBM
( Caterpillar ) , , P&G
, 39 , 19 39 ,
34 P&G 25%
, ,
, ,
,
, 9-3
3.
, ,
89

.txt
, ,
, , ,
, Sunkis t , Dole Chiquita
,, , ,
194
9-3
, ,
40% 80 ,
, ,,
,
: ? ? ?
? ,
, ,
, ,
, ,
Anheuser-Busch , 100 Michelob ,

,
,
Cheer ios Wheaties T ot al Lu cky Ch arms
,
,
; , ,
,
4.
: ( 1) , Beautyres t
Craft sman Sunkist Spic and Span Snuggles ( 2)
, , : Love My Carpet (
, ) , I Can t Believe It s Not But ter (
) ( 3) : T aurus Kodak ( ) Exxon ( )
( 4) 1 Exxon , Standard
Oil 150 , 54 , Enco
195
, ( 5)
, , ,
Lite ,
, Lit eLigh t, ,
Lite
, ,
, F rigidaire ( : ,
) Kleenex ( ) Levi' s ( : , )
J ell-O( ) Scotch Tape ( ) Formica ( ) Fib erglas ( )
, , ,
, ( Cellophane) (Aspir in) ( Nylon)
(Keros ene) ( Linoleum) ( T rampo line) ( Escalator ) ( T hermos )
( Shredded Wheat )
5.
( Manufact urer ' s Brand)
, (Kellogg) IBM ,
, , ( Pr ivat e
Brand) , BASF Wyandott e ,
, Alugard , 80
, (Kmar t) , T rue Value , Pathmark Rit e Aid
, ( Rose Ar t
Indust r ies ) , ,
(General Mill) Hershey
Rees es P eanut But ter Puffs
( 1)
, ,
, ,
, Diehard , Craft sman , Weat herb eat er ,
( :
;) ,
, Bridgest one
Great Value ,
1 000Sams Amer ican
Choice , ,
( Great tas te at Wal-Mar t s always low
pr ices . ) ! , Sams Choice
, ,
90

.txt
196
, ,
, ,
, GE , GE
,
, , ,
,
, ,
( Slott ing Fees ) ,
, Safeway 2.5
,
, , ,
, , ,
,
,
, , :
( Loblaw) ,
, President s Ch oice Decadent Chocolate Ch ip
Cookie ( : ) 14%
, (Nabisco) President' s
Choice , 50%
, ,
, Jewel F ood St ore , Chips Ahoy
, 13. 8% ,
, 40% ,
2000 , , 25% 30%
, , 32% , , 24%
( Car refour ) , 3 000 ,
, ,
,
, , ,
, , ,
,
, ,
, ,
197
, ,
, ,
, P&G 20 , ,
( 2)
, ,
, ,
, ,
, , , ,
, Bill Blass Calvin Klein Cardin Gucci Halst on
, ,
Cat erpillar Old Spice
Feberge Winnebago Copper tone
,
, , Warner Brother Bugs
BunnyDaffy Duck Foghorn Leghorn Looney T unes ,
Looney T unes , 225
10 Warner Broth er
, T azmanian Devil 5
, Har ley-Davidson NFL ,
T az , ,
Warner Brother Michigan Frog Speedy Gonzales
( 3)
( Co-Branding) ,
, Pillsbury
Nabisco Pillsbury Oreo Bars Baking Mix ; Delicious Frookie Compan y
Mus selmans Delicious Mus selmans Apple Sauce Oatmeal Cookies
; ( Kellogg ) ConAgra Kellogg' s Healt hy
Choice , ,
,
, ,
, , ConAgra
91

.txt
, (Hersh ey)
Rees es Peanut Butt er Puffs ,
Rees es ,
198
,
, ,
, :
, , ,
6.
( 9-4) , (
9-4
)
( )
( ) (
)
( 1)
( Line Ext ens ions )
, ,
Danon ,
, Gorman s New Product News , 1991

, 6125 , 5% ; 6%
; 89%
: ; ; ,
;
,
, , ,
6 , ?
???
, ,
,
( 2)
( Brand Extensions ) ,
P&G Ivory , Fruit of t he
Loom , , ,
,
:6
, ,
,
,
,
199
Bic Life Saver

Clorox ,
, ,
T exaco Alpo ( :
) ? ,
(
) ,
, S. C. Johnson
Edge, , S. C. Johnson
, Edge , Edge
, , Edge ,
,
( 3)
(Mult ibrands)
P&G
,
( Seiko
Las alle ) ( Seik o Pu lsar ) ,
, ,
( Elect rolux) , , Fr igidaire
KelvinatorWes tinghouse Zanuss i Wh ite Gibson ,
, , ,
P&G ,
31% , P&G Ar iel , 15 ,
, ,
, ,
, , ,
, ,
( 4)
,
92

.txt
, (Kenmore Craftsman
Homar t ) ; , ;
, S. C. Johnson& Son
P ledge , Glade Raid Edge
, Dracket t Company , Windex Drano Vanish
200
, ,
, , ,
P&G , Fr ito-Lay , ,
,
7.
,
, ; ,
, ,
Ar row ,
; (Kent ucky F r ied Chicken ) ,
, ,
, KFCIvory
Soap , ,
(Kraft ) Velveet a ,
,
Velveet a ,
, Velveeta ,
, ,
( Product , Pr ice, P lace, Promotion) , P ,
( Packaging )
( Old Spice ) ; ( Old
Spice ) ; ( Old
Spice ) , ,
, , ,
,
, , , ,
, ,
1.5 1.7 , 300 ,
53% ,
, 5 , 76
, 2 600
10%
, ,
201
, ,
, ,
,
80 ,
( Pakaging Concept )
,
,
,
, , ,
, ,
15 , , ,
, ,
, , , ,
, ,
, , , ,
80% ,
15% , 1 , ,
, , ,
,
,
, ,
Sunkis t ,
ABC , , , ,
, ,
93

.txt
, 1890 ,
Ivory Snow 18 , ,
Oran ge Crush
, , Orange Crush , ,
,
202
, , ,
1966 ( T he Fair P ackaging and Labeling Act )
( ) (
) ( ) 1990 ( T he
Nutr it ional Labeling and Educat ional Act )
, ,
,
, 21 ,
, ( P roduct -Suppor t Services ) ,
,
, ,
,
, , ,
,
, , ,
,
, ,
,
, ,
, ,
, 14
7
,
, ,
3M , , ,
, ,
,
, , , P&G
1-800,
, ,
203

,
, ( P roduct Line)
, , ,
, ,
, ,
,
; ,
, ,
, ; ,
,
,
;
, ; ,
, ,
,
, ;
, , ,
, ,
, :
, BMW
,
, 9-5
1.
, ,
: ,
, , ; ,
; , ,
94

.txt
;
, 80 ,
204
9-5
, ,
, ,
,
,
,
; ;
, :
CAT ,
,
, , ,
, ,
, , ,
, :, ?
2.
,
, ;
Monogram ,
10 , 40
, Lamborghini ,
3.
,
( Mar r iot t ) ,
Mar r iott Marquis , , Cour t yard
F air field In n Mar r iott Marquis
;Mar r iot t ; Cour tyard
; Fair field Inn
205
,
, , ,
,
4.
,
: ; ; ;
; ,
, ,
, ,
,
, , ,
70 ,
, ,
, ,
, ,
,
, , ,
; 12.5 ,
20 ,
, , ,
Audimar Piguet 2.5 ,

( P roduct Mix)
(Avon) :
,
1 300 , ,
1.7 1.5 ,
25
: 9-2
P&G
206
P&G 9-2 6
( , P&G ,
)
P&G 9-2 , 42
( 42 ) ( 6 ) , P&G
, 7
9-2 P & G

95

.txt
Ivory Snow Gleem Ivory Secret Cit rus Hill Wondra

Dreft Cres t Camay Sure Sunny Delight Noxema
Tide Complet e Lava Wint er Hill Oil of Olay
Joy Denquel Kirks Texsun Camay
Cheer Zest Lincoln Raint ree
Oxydol Safeguard Speas Farm Tropic T an
Dash Coas t Bain de Soleil
Cascade Oil of Olay
Ivory Liquid
Gain
Dawn
Ariel
Bold 3 Liquid Tide
P&G
, ( ) , ,
, P&G
,
P&G ,
, ; P&G ,
, ,
,
, ( ) ,

,
207
, ,
,
, , ,
,
, ,
, 12 ,
, , ; , ; , ; , ;
,
, ,
, ( Penn Racquet Spor t)
, 8%
, 1% ? ,
:,
,
: ,
,
, , ,
,(Nat ures Gif t) ,
,Gift ( )
,
, Lever Brot her
, , ,
, ,
;
:
, ,
; , ,
,
, ,
, ,
, ,
,
,
208
, :
96

.txt
,
,
: ;
, ; , ,
, , ,
,
,
, ,
, ,
,
, ,
, ,
,
, ;
, ;
, ,
,
:
,
, , ,
, ,
, ,
( P rod uct) , 209

( Service) , , , ,
(Actual P rod uct) ,
(Augmented P roduct) ( Consumer P rod ucts)

( Convenience P rod ucts) ,
,
( Shopp ing P rod ucts) ,
( Sp ecia lty P rod ucts) (Unsoug ht P roducts)
,
( I nd ustrial P roducts) (Materia ls a nd P a r ts)
,
( Cap ita l I tems) ,
( Supp lies a nd Services) ( P rod uct Qua lity )
,
( P roduct Desig n) , , ,
( Brand ) , ( Brand Equity)

,
(Manuf a cturers Brand ) ( P rivate Brand )
( Slotting F ees) , ,
( Co-Bra nding ) , ( Line Ex tension)

, ,
( Brand Ex tension) , (Multibra nd ing )
, ( P ackag ing )
( P ackag ing Concep t) ( P rod uct-S upp or t Services)
210
( P rod uct Line) , , ,
( P rod uct Mix )

( 1) ,
( 2) ? ?
( 3) , ,
,
?
( 4) ,
?
( 5) , , (
) , ,
( 6)
97

.txt
?

, ,
, ?
?
,
(OT C: Over -T he-Counter ) ,
?
OT C ?
OTC , 273 ,
119 , 4. 4% , 25% ! , 2010
, 300
, ,
; , OT C ; , OT C
, ,
OT C OT C
29% , 71% ,
211
42% , OT C 11%
OT C ,
: + =
, OT C , OT C
T ylenol ,
, OT C , , OTC
, , OT C
, 25% , ,
P&G (Warner-Lamber t)
, , OTC ,
,
, OT C ,
, , OT C ?
, ,
OTC , , ,
,
, OT C 80
, OT C ,
,
, , Ektra Ektra ,
, ( Peoria, I llinois )
, 10 OTC ,
, T ylenol ;
, Advil ; , Nyquil ;
, Rolaids ; , ( Head &
Shou lders )
( Reuben Marks ) :
,
,
, ,
:
, (Walgreen ) ,
, , ,
, ,
, , ,
212
,
, ( Lipincott
Margulies ) , ( Clive Ch ajet ) :
, ,
,
,
, ,
,
, , ,
P&G Ivory
( T rout & Ries ) (Greenwich, Connect icut )
, (Al Ries) , , ,
, ? ,
, ,
,
,
, ,
, , :
, ,
98

.txt
, ,
,
:,
( 1) , ?
( 2) ? ?
( 3) ? ? ?
( 4) , ?
?
213

, : ( 1)
( 2) ,
( 3) ,
( 4) ,
( 5) ,
3M 6 ,
; , Scot ch Tape
, , 3M
, 30% ( ,
25% ) ,
, 3M 200 , 150 30% ,
3M , ,
, 3M , ,
10 , 7. 3% 3M
15% , 15% ,
, ,
,
,
, ,
, 3M
200 , ,
400
3M , ,
, , :
, , , 3M
214
: ,
, , !
Sct chgard
3M ( Spen cer Silver )
, ,
, , ( Ar t hur Fry)
, 3M , ,
, ,
, , 3M Pos t-It Not es
,
, ,
, , , ,
, ,
( ) , ,
( )
,

,
: ,
; ( New-Product Developmen t ) ,
,
,
, ,
Edsel , 3.5 ; RCA

SelectaVision 5.8 ; ,
6.6 , ; AnheuserBusch LA ; Federal Express Zap Mail ;
; R. J . Reynolds Clorox Clorox
99

.txt
, (
) 80% , 33%
:, ,
215
? : ,
; ; , ,
; , ; ,
,
, 200
, , ,
, ,
, 98% ; 58% ,
18%
, ,
,
, ,
, ,
,
,
, ,
, , ,
: ,
,
, ;
,
, ; , ;
,
,
, ,
, ,
,
10-1,
216
10-1
, ,
, ,
, ,
, ,
, ,
, ,
, ,
, , ,
3M Dow West inghous e General Mills

,
,
,
, ,
,

, ( 10-1)
( Idea Generation) ,
,
, , ,
217
10-1
1.
, 55%
100

.txt
,
, ,
, 200 , 35 , 85%
2.
28%
WD-40 ,
,
, ,
National Steel , ,
,
, , Unit ed States
Surgical Corporation (USSC) ,
, , ,
, USSC ,
, ,
, USSC
58%
, , Pillsbury
( Bake-Off) , ,
,
218
3.
30%
, , ,
, , , ,
T aurus , 50 , ,
, Supra , BMW 528e
400 1992 T aurus ,
4.
,
,
; ; ; ; ;
,
, ( Idea Screen)
, , ,
,
,
, , Kao
, :
? ? ?
? , ?
?
10-2 , ,
( 0. 20) , ( 0. 05)
, 0. 1 1. 0 , ,
( 0. 9) ,
( 0. 5) , ,
, , ,
, 0. 74,
( : )
219
10-2
(A) ( B) (A B)
0. 01 0. 1 0. 2 0. 3 0. 4 0. 5 0. 6 0. 7 0. 8 0. 9 1. 0 0. 20 0. 160
0. 20 0. 180 0. 15 0. 105 0. 15 0. 120 0. 15 0. 120
0. 10 0. 070 0. 05 0. 025 1. 00 0. 780
, ,
( Product Concept ) ,
,
; , ,
; ,
1.
, , 80 ,
90 ,
, ,
:
: , ,
101

.txt
,
: , ,
: ,
: , , ,
,
2.
( Concept T esting) ,
:
4 , , ,
, 80 , 90 , 1.4
, , ,
220
, ,
, 10-3 ,
10%
, 5% ,
, , ,
10-3
1. ? 2. ? 3. ,
? 4. , ? 5. , , ? 6.
? 7. ? ? 8. (
) ?
,
(Marketing Strategy Developmen t) ,
,
, , 20 ,
3 000 22 , 5 000
, 1.4 ,
15% 10 , 11 , 5%
2 000 , 50% , 50%
, 10 ,
3% , 15%
, ,
, 10% ,
, 6
221
,
( Business Analys is) ,
,
, ,
, ,
,
,
,
, ( Product Development )
, , ,
,
, ,
, ,
,
, ,
,
,
, ,
, , ,
, ( T est
Market ing) ,
,
,
,
,
,
,
102

.txt
, P&G Folgers Pillsbury
Chewy Granola Dipps ,
, ,
222
, , Lever USA ,
Lever 2000
, ,
1.
, ,
, ,
, , ,
, ,
300 , P&G 1 500 Duncan Hines
, ,
, ,
, , , ,
Mountain Dew Spor t ,
, Gatorade ,
Mount ain Dew Spor t , ,
, , ,
, Clorox , P&G
,
, Clorox
, ,
2.
,
, ,
,
,
Niels en s Scantrack Informat ion

Resources Inc. ( IRI ) BehaviorScan , ,
IRI ,
,
, ,
, , IRI
( ) , (
223
BehaviorScan 20 200 ) ,
, , ,
3.
, ,
, ,
, ,
, ,
, ,
, ,
,
( 3.5 7.5 ) , 8 , ,
, , ,
, ,
, , ,
, ; ,
, ; , ,
4.
,
, ,
,
,
,
,
, , ,
, ,
, ,
,
103

.txt
, ,
( Commercialization) , ,
, 1 000
1 , McDLT , 500
224
, ,
; , ,
, , , ,
,
, ,
, , Palmolive Opt ims

,
P&G Pampers P hases , P&G
, , P&G ,
Pampers P hases ,
, , 12 , 90
, ,
P&G ,
, ,
( Sequent ial Product Development ) ,
, ,
,
, ,
, , ,
( Simultaneou s Product Development )
, , , ,

,
,
, ,
10-2 ( Product Life Cycle) , ,

:
:
225
10-2
, ,
: , , ,
,
: , ,
: , ,
,
: ,
S;
; ,
,
( ) ( )
( T aurus )
; , ,
; , ,
( ) ( ) ,
, 10-3
( Style) ,
; ;
, ,
( F ashion) , 70
10-3
226
, 80 , 90 , ,
, ,
, , , ( Fad ) ,
, ,
,
, ,
, ,
,
,
,
104

.txt
, ,
, ,
, (
: ,
, ,
, , )
( Int roduct ion Stage) ,

,
, , ,
, ,
, ,
,
, ,
,
, , ,
, ,
,
, , ,
, ,
,
, ,
,
227
, ,
,
, (Growt h St age) ,
, ,
, , ,
, , ,
, ,
,
,
, ;
; ,
, ,
,
, ,
, (Mat ur ity St age)

,
,
, ,
, , ,
, ,
, ,
,
, ,
1.
, , ,
, , ,
, Ar row
:
228
2.
, ,
, ;
,
; (Volve)
, ,
,
3.
, ; ,
; ,
; ,
105

.txt
, ,
; , , ,
(Decline St age)
,
, ,
, ,
, ,
: , ;
, , ;
,
, , ,
, ,
,
, ,
, , P&G
,
, ( Fr it o-Lay) T ostit os 80
50% , , , ,
T os tit os Res taurant Style T or tilla
,
, (
229
) , ,
, ,
, ,
10-4 ,
10-4
106

.txt
, , ,
, ,
, ,
,
,
230
, ,
,
, ,
, ,
, ,
S,
,
, , , , ,
, , , ,
, , ,
, , , ,
, , ,
,
( N ew P roduct Development) , , ,
( I d ea Genera tion) ( I d ea Screening )

, , ( P rod uct Concep t) ,
,
( Concep t Testing ) ,
( Ma rketing Stra teg e Development) ,
( Business Ana lysis) ,
( P rod uct Development) , ,
( T est Ma rketing ) ,
( Commercia liz ation) ( Sequentia l P rod uct Development)
, ,
( Simultaneous P r od uct Development) , , ,
,
231
( P rod uct Lif e Cycle) , , :
( Style) ( F a shion) ( F a
d s) , , , ( I ntroduction S ta g e) ,
, (Growth Stag e) , (Matura l Sta
g e) , , (Decline Stag e) ,
( 1) , , Polavision
, Polavision ,
, Polavision
, Polavis ion
( 2) ,
, ? ?
( 3) , ,
,
( 4) , ?
? ?
( 5) ,
( 6) , , ,

( Edwin Land )
,
107

.txt
1937 , ( Cambr idge,
Mas sach usett s) , 1943 ,
( Sant a, New Mexico) , 3 ,
,
, 1948 ,
1980 70 , 14
232
1991 , 537 ,
( T homas A. Edison )
, (William McCune, Jr . )
,
80 ,
, 1986 ,
55% , , 1986
Spect ra , 1972 SX-70 ,
150 225 , ,
,
, , ,
( SLR) ,
, 1978 1 300 , 1990 450
5 1,
40 50 , ,
, ,
, ,
, ,
, , ,
,
1984 ,
,
,
,
, ,
, 1984
1985 , ,
,
( MacAllist er Boot h)
( Roger Clapp)
( J oshua )
Spect ra ,
( Hal
P age) ,
233
, ;
,
,
, , , ,
, , ,
,
, , ,
, , ,
,
35 ,
, ,
, ,
1984 1986
, ,
1987 1988
150 ,
150 , , 100
1988 , ,
,
,
,
, ,
, , ,
,
( Sloan School of Management , MIT ) (Glenn U rb an )
, 25
( ) ,
, 2 400 ,
, ,
108

.txt
, 1989
234
1989 , ,
,
( CAD) ,
, 35 ;
;
,
, ,
, , 0. 40 ,
1 21/ 8 27/ 8 ,
,
, , ,
35 ,,
1990 , 24 ,
1991 , 300 ,
,
8 , , 2 000
, 55 000
1992 9 Ph otokinaPhotok ina

, , ( Cologne)
150 20
, Photokina
, , ,
1993 , 1993 ,
, , ,
, ,
, , 11
(Vision) , ,
, ,
, ,
,
, ,
Captiva
,
235
Captiva,
( 1) (
) ? ?
( 2) ,
? ?
( 3) , Captiva ?
?
236

, : ( 1) ,
( 2) ,
( 3) ,
,
, ( Sears ) ,
, , ,
60 , ,
, ,
, ,
, (Wal-Mar t ) , (Kmar t) 80 ,
33% ,
1989 , ,
102 -,
824 48 , ,
50% , :
5 , !
,
, , , , ,
, ,
,
, ,
109

.txt
, ,
,
, , ,
1990 , , ,
, , , ,
, ,
237
, 1991 , ,
, 1994 ,
, , , ,
,
,
?
, ,
; , ;
;
, , ,
;
; ;
, , ,
, ; ,
,
? ,
,
, ,
, , 19 ,
( F . W. Woolwor t h) ( T iffany and
Co. ) ( John Wan amak er ) ( J. L. Hudson )
, ,
, ,
, , ,
,
, ,
, ,
, ,
, : ; ,
; ;
,
,
, ,
,
238

( 11-1)
11-1
1.
, ,
, , , ,
(General Motors ) , ,
, ( Mot el 6) , ( Econo Lodge)
( Red Roof Inn ) ,
,
, ,
, ,
, ,
, ,
, , , ,
, ,
,
, ,
, ,
,
, 10% 15% ,
, , ,
, ( Subzero) Rolls Royce ,
,
110

.txt
239
5 , 3 000 , ( P itney
Bowes ) , ( Sharp )
( Canon ) 500 , ,
5 000, 45%
,
, , ,
, , ,
, ,
, ,
, ;
; , ;
, ,
2.
,
, ,
, ,
,
, , , ,
,
,
, ,
?, ( Compaq
Computer Corporation)
, Prolinea
, , Prolinea
,
, ,
, ,
, ,
, , Prolinea
,
, ,
, ( Johnson Controls ) ,
, , ,
240
, ,
, ,
Metasys, ,
, Met asys
, , ,
Metasys 5
,
, ,
, ,
, , , ,
, , ,
,
3.
, ,
,
,
( 1)
: ( F ixed Cos t)
, ,
(Var iable Cost )

, ,
,
( T ot al Cost ) ,
,
, , ,
( 2)
,
( Texas Ins truments ) 1 000 ,
11-2A , ,
, 1 000 , ,
,
1 000 , , , ,
,
2 000 ,
111

.txt
, 2 000
1 000, 11-2B , 11-2B ,
241
3 000, 4 000 , ,
, , , , 11-2B ,
, 3 000
11-2
( 3)
3 000 ,
, ,
, , ,
, , , ,
11-3 10 10 , 20
9 , , , 40 ,
7 , , ,
( Exper ience Curve) ( Learn ing Curve)
11-3 :
, 80 , ( Bau sch &
Lomb) , ,
( Soflen s) , 65% ,
70 , , ,
242
,
, , ,
, , , , ,
4.
,
, ,
,
, , ,
( ) ,
1.
,
, ,
, ,
,
( 1)
,
( Pure Competit ion) , ,
,
, ,
,
, , ,
( Monopolis tic Compet ition) ,

, ,
, ,
,
, , ,
(H. J . Heinz) (Vlasic) ,
, ,
243
,
(Oligopoly Competition) , ,
, ( ) (
) ,
10% , ,
,
, , ,
,
( Pure Monopoly) , ,
( ) , ( ) , [
(DuPont ) ] ,
, , ,
; ; ,
, , ,
, ,
, , ,
112

.txt
,
( 2)
, ,
,
,
, ( ) (
) ,
, ,
,
,
,
,
, ( Sony) ;
( 3)
,
11-4A (Demand Curve) ,
, , ,
P 1 P 2 , , ,
,
, ,
, , ,
244
11-4
,
,
,
, , ,
,
, ,
, ,
, ,
, ,
, ,
( 4)
( Pr ice Elas ticity) ,
11-4 11-4A , P 1 P 2
Q1 Q2 ; 11-4B , , Q1
Q2 , , ;
, :
=
2% , 10% , - 5(
) , 2% , 2% ,
- 1, , 2% ,
1% , - 0. 5, ,
? , ,
, , ,
, ,
, ,
, , ,
,
245
2.
,
( Nik on )
(Minolta ) ( Pentax) , ,
, ,
, ,
,
, :
, ; ,
;
, ,
, ,
; , ;
, ,
3.
,
,
, : ? , ,
,
,
113

.txt
11-5,
,
11-5
,
246
: ( ) ,
( ) ( )
1.
( Cos t-Plus Pr icing) ,
, ,
,
, , ,
, :
10 300 000
50 000
, :
= +
= 10 +
300 000
50 000
= 16
, 20% , :
=
( 1 - )
=
16
1 - 0. 2
= 20
20 , 4
50% , 40 ( 20 + 0. 5 40 ) 100%
? ,
20 , 3
, 5 , , ,
,
, , ,
, , ,
, , ,
, , ,
, ,
2.
( Breakeven Pr icing) ,
( T arget Profit Pr icing) , ,
,
, , 15% 20%
, ,
247
,
11-6 ,
, 30 ,
0 ,
20
11-6
3 ,
20 , 3 , ,
:
=
-
=
300 000
20 - 10
= 30 000
, 20 3
100 , 20% , 20 , 20
, 50 000 ,
, , , ,
,
, ,
114

.txt
11-1 , ( 2 ) ,
( 3 ) 14 , 4 ( 14
10 ) , ,
, ,
22 , , 12 , 2.5 ,
, , , ,
18 , , 20
, , ,
248
11-1
( 1)
( 2)
( 3)
( 4)
( 1) ( 3)
( 5) *
( 6)
( 4) - ( 5)
14 75 000 71 000 994 000 1 100 000 - 32 000 16 50 000 67 000 1 072 000 970 000 102 000 18 37 500
60 000 1 080 000 900 000 180 000 20 30 000 42 000 840 000 720 000 120 000 22 25 000 23 000 506 000 530
000 - 24 000 * 30 , 10
( Value-Bas ed P r icing)
,
, ,
11-7
, , , ,
, , ,
, , ,
11-7
,
, , , ,
,
,
, ,
,
,
, , ,
, ,
249
,
:
1.
( Going-Rat e Pr icing ) , ,
,
, , ,
, ,
,
,
,
, , ,
2.
( Sealed-Bid
P r icing) , , ,
,
, ,
, ,
11-2 ,
9 500 , , 0. 81, , 100 , ,
81 11 000 , 1 600 ,
0. 01, 16 ,
11-2, 10 000 , 216
11-2
( 1)
( 2)
( 1) ( 2) 9 500 100 0. 81 81 11 000 600 0. 36 216 10 500 1 100 0. 09 99 11 000 1 600 0.
01 16 ,
, ,
115

.txt
, 0. 10 , 10 , 0. 80
, 12 500 , ,
250
, ,
, ,
,
,
, , ,
, ,
, ,
,
, , ,
, ,
,
,
, , ,
, ,
, ,
,
,
,
:
,
,
, , ,
, ,
( P rice) ,
251
( F ixed Costs) (Variable Costs) (
T otal Costs) , ( E xp erience Curve) ,
( P ure Comp etition) ,

(Monop olistic Comp etition) ,
(Oligop olistic Comp etition) ,
( P ure Monop oly ) ,
(Dema nd Curve) ,
( P rice E lasticity ) ( Cost-P lus P ricing )
, (Going -Rate P ricing ) ,
( Sea led -Bid P r icing ) ,
( 1) ,
, ,
, ,
( 2) 32 A 2. 19 , 26 B
1. 99 , , ?
( 3) P&G 13 Folgers 16
P&G ,
, , , ?
( 4) , F leischmanns 22%
F leischmanns
, ?
( 5) (Genentech ) ,
, T PA, T PA , ,
252
2 200
?
( 6) (Dave Bar ry) , ,
::
( Joyce Har r is ) ( Dana ) , 1

( Baltimore Airpor t )
116

.txt
( Cleveland) , ,
, , 19
19 ! (U. S. Air ) ,
( Southwes t)
,
1990 1992 , 100 , 60
1982 , 1 , 25%
,
, ,
,
, 37%
1 , ; ,
(U. S. Air ) ( Delt a)
( Amer ican Air lines ) ( Pit tsburgh ) ( Raleigh)
(At lant a) , 1982 1992 , 1 ,
12%
, , ,
75% , 5% ,
300 , , 1 ,
, 190 , 156 , , 319
, 28 ,
253
, ValuJet ( ) Reno Air line (
) Kiwi [ ( Newwark) ] AirSouth [
( Columbia, SC) ] ,
55% ,
, ( Char lott e)
, , , ,
, 30
,
,
,
,
,
, , , 19
, 30%
,
, ( Continental) ,
51% (Amer ica Wes t)
, , CALite,
, ,
25% , 50% ,
70% 60% 808
458
,
, ,
, ,
, , 3 500
1992 , ,
50% , 25 ,
,
1992 ,
, 1992 1993 ,
254
, , 46 000
, 28 , 600
:
, ,
( 1) ?
( 2) ?
( 3) ? ?
?
( 4) ? ?
( 5) , ?
117

.txt
255

, : ( 1)
( 2) ,
( 3) , ,
,
( 4) ,
1992 , (American Air lines )

, ,

,
, ,
, ,
, ,
, ,
,
1992 4 , ,
, ,
, :
, ,
, : ( 38% )
( 20% 50% ) 21 ( )
7 ( 21 20 60 )
,
, 38% , ,
, ,
, ,
,
,
80 ,
256
, 90 ,
, , ,
, , ,
( T rans Wor ld Air lines ) ( Amer ica West )
( Cont inent al) , ,
10% 20% ;
, ; ( Sou thwest )
; (U. S. Air )
,
,
,
, ,
, , 4 , (Nor thwest Air lines )
, , ,
, 5 26 ,
, 53% ,
176% ,
, 10
, ,
5 31 ,
563% 6 2 , (Delta ) 250
, 30 ,
5 6 , ,
:, ??
, 1992 ,
30
, ,
, ,
, ,
, ,
,
, ,
, ,
,
, ( Lament ) :
,
, ,
257
,
, , ,
,
118

.txt
,
; ;

,
, ,
12-1
,
,
,
12-1,
,
, , ,
, , , ,
( Rolex) , ,
( T imex ) ,
,
, ,
, , ,
,
, , , ,
,
, ,
:
, ,
( Intel) ( Mark et -Skimming Pr icing)
, ,
,
, , ,
258
, 1 000 ,
3 500 , ,
, , 30% ,
, ,
,
, , ,
, ,
(Market-Penet rating Pr icing)

, , ,
, , ,
, , (Dell) (Gateway)
, , IBM
, ,
(Home Depot) ( War-Mar t)
, ,
, ,
, , ,
, , IBM
,

, ,
,
, 12-1
12-1

,
259
, , ( Sn apper )
, 259. 95 299. 95 399. 95 ,
1 000
, , , Kodak Royal
Gold , ( F untime) ,
119

.txt
( Product Line Pr icing) ,
,
, ,
, ,
, 185 285 385
, ,
, ,
,
(Opt ional-Product Pr icing) ,
,
, 1.2
, ,
, 1.4 1.5
, ,
,
, ,
( Captive-Product Pr incing) ,
( )
, ( Polaroid ) ,
( Gillet te) ,
,
,
, ,
260
,
, , ,
, ,
, ( ByP roduct Pr icing) , ,
,
, ,
,
( Product -Bundle Pr icing) , ,

,
; , , ;
,
,

, 12-2
:
12-2

,
,
,
,
,
,
, ,
261
,
( Cash Dis count ) , 2/ 10, 30
, 30 , 10 , 2%
, , ,
,
(Quantit y Discount ) ,
100 , 10 , 100 100 , 9
, ,
,
,
( Functional Discount ) , ,
, , ,
( Seasonal Discount )
120

.txt
, ,
(Allowance) ,
, ,
,
,
( Segment ed Pr icing) , ,
:
: ,
: , , ,
( Black & Decker ) 54. 98 , 12
, ,
: , , ,
, ;
:
, ;
;
, ,
262
; ,
, ; , ;
;
; ,
, 100
3 , 100 ,
( P sychological P r icing) ,
, ,
, ,
,
, , ,
( Reference Pr ices) ,
, , ,
, ,
, ,
, :
,
; ;
,
300 299. 95 , 5 , ,
299. 95 200 , 300 299. 95
, 300 ,
, , 8 , ;
7 ,
( P romot ional Pr icing) , ,

:
, , ,
, , 1 ,
, ,
, ,
,
263
,
, ,
90 , , ,
(Value Pr icing) ,
,
( Campbell) Great St ar ts Budget ( Holiday
Inn) (Holiday Express ) ( Revlon)
( Char les of the Ritz) Ex press Bar ,
( Taco Bell) ,
, , ,
,
, ,
?, ?,
121

.txt
( P eer less Paper Company) (At lant a, Geogia ) ,
100 : A( ) ;
B( , ) ; C( , )
100 , A 10 , B 15
, C 25 FOB ( FOB-Or igin Pr icing) ,
, ,
, FOB ,
, ,
, ,
,
(Uniform Delivered Pr icing) FOB
, , ,
15 , , ( 15
10 ) , ( 15 25 )
, , , FOB
; ,
,
264
( Zone Pr icing) FOB
,
, , 10
; 15 ; 25 ,
,
,
, ,
( Bas ing-Point Pr icing) , ,

, ,
, 100 ,
,
, ,
,
, ,
,
, ,
, ,
( F reight -Absorption Pr icing) , ,
, , ,
, ,
,
, , ,
,
,
, ,
, ,
, , ,
,
, , Levis , 30
, 63 , 88 2. 25
, 5. 75 Oral-B , 19 , 90
265
, Gucci (Milan , I taly ) 60 , 240
, ,
,
, 30%
, 48 , ,
, , , 24 ,
, ,
,
,
, ,

, , ,
122

.txt
, , ,
,
1.
,
,
, , ,
, ,
, ,
, , ,
, ,
, ,
, 10% , ,
,
; , , ,
( Baus ch & Lomb ) ,
2.
,
, ,
3% , 1% , , 33%
266
,
,
, ,
, ,
,
, ;
,
,
, ,
, , ,
, , IBM
3.
,
, ,
, ?
; , ; ,
; ; ,
, , , ,
, ? , ,
, ; ,
,
4.
, ,
, ,
?,
,
, ,
, ,
; , ; ,
, ,
, ,
, , ,
267
: , ?
: ? ,
, , ?,
? ? ?
,
, ,
,
, ,
,
12-2
, ,
, ,
, ,
, ,
, ,
12-2
123

.txt
, , ,
, ,
, ,
, ,
, ,
, , ,
,
, , ,
, , ,
, , ,
268
, ,
, , ,
, ,
( F uji) , F untime
P&G ,
, Luvs , Joy , Camay
, (Miller ) High Life 20% , ,
9%
,
, ,
, ,
,
,
, ,
,
, ,
, ,
, ; ,
,
, ,
, , ,
,
, ,
, ,
,
, , ,
,
, , ,
, ,
FOB ,
,
,
,
269
,
,
,
,
, , ,
,
(Ma rket-S kimming P ricing ) , ,

, ,
(Market-P enetra tion P ricing ) , ,
( P rod uct Line P r icing ) ,
,
(Op tiona l-P r od uct P ricing )
( Cap tive-P roduct P ricing ) ,
( By-P rod uct P r icing ) , ( P rod

uct-Bundle P r icing ) ,
( Ca sh Discount) (Quantity Discount)
( F unctiona l Discount) ,
( Sea sona l Discount) , (Allowa nce)

,
( Segmented P ricing ) ,
( P sy cholog ica l P ricing ) , ,
( Ref erence P rices) , ( P romotiona l P

124

.txt
ricing ) , (Value P ricing ) ,
FOB ( F OB-Orig in P ricing ) , , 270
(Unif orm Delivered P ricing ) ,
( Zone P ricing ) , , ,
,
( Basing -P oint P ricing ) , ,
,
( F reight-Absorp tion P ricing ) , ,
( 1) , , Pors che
, ,
, ?
( 2) , ,
: ( a ) ; ( b ) ( Cur t is Mathes ) , ;
( c) ( Bic Corporat ion ) , ; ( d) IBM
? ?
( 3) ( Carpet Fresh ) , 13
2. 49 (Arm & Hammer ) 26 , 1. 99
,
?
( 4) , Clorox ,
, ,
,
( 5) , , ( 100
, , 53 )
( 6) , , 180 250 340
, 280
250 ?
? !
? , ,
,
271
, ( Circuit City) 300
, ?
, , ,
?
, , 70% ,
19 500 ,
, 40% ,
! ,
3. 5 , , , ,
, 5 000 10 000 , ,
,
, ,
, , ,
, ,
, ,
, , ,
, ,
, ,
265 , 130
,
, ,
,
, ,
( CarMax ) (Auto Superstore) 1994 ,
( Richmond, Virginia ) ,
( Raleigh , Nor t h Carolin a )
(At lant a, Geogia) , ( Char lott e, Nor t h Carolina)
, ,
9 , 500 ,
, ,
, POLO
272
, , ,
, ,
12 00017 000 , ,
125

.txt
; , ;
, , EPA ,
(NAPA)
, ,
, , , ,
, ,
,
, 110 ,
, ,
30
,
, , ,
, ,
20 ,
,
,
, ,
,
, , 400
700
41. 3 ,
, 1 500 2 250
( 1) ?
( 2) ?
( 3) ?
?
( 4) ?
273

, : ( 1) ,
( 2) ,
,
( 3) ,
( 4) , ,
,
( 5) ,
( 6) ,
60 , (Goodyear T ire & Rubber Company)

, 2 500
,
1992 ,
, ( Sears ) ,
, ,
, :35 ,
:
80 ,
, Br idges tone F ires tone
, Cont inental General Tire , Pirelli
Armst rong , (Michelin ) Uniroyal Goodr ich 60
, ,
, , ,
, , ,
,
, , , 30% ,
4% ,
,
274
,
90 , , ,
3% ,
Br idgest one ,
( St anley Gault ) ,
, Rubbermaid ,
1991 , ,
, , ,
, , , 1991 ,
, Aquat red ,
126

.txt
Wrangler , 1992
, 12 , 3
, (Wal-Mar t)
, ,
Kelly-Spr ingfield , ,
(Kmar t ) (Mont gomery Ward)
,
, Just T ires( ) ,
, ,
, , 1% , 4
, 10%
, 20% , 300
,
, , ,
,
, ,
, ,
, ,
,
,
, ,
, , ,
, , ,
275
, ,
, , ,
, 20% ,
:,
, , , ,
,
,
, ,
, NAPA Midas ,
Federal Express ,
,
, ( Ford) IBM
( Pizza Hut) ,
, , ,
, ,
, , ,
: ?
? , ?
? 14 ,

,
(Distr ib ution Ch annel) ,
?,
,
,
13-1 A ,
, B ,
276
, ,
,
13-1
, ,
, ; ,
, , ,
, ,
,
, :
: , ,
127

.txt
:
:
: ,
: ,
:
:
: ,
:
, ,
: ; ;
, ,
, , ,
, ,
, , ,
277
, ( Channel Level)
,
13-2A
13-2
1 (Direct Market ing Ch annel) , ,
, ( Avon ) ( Amway )
( T upperware) ( Lands End )
( Singer ) 13-2A
( Indirect Mark et ing Channels ) 2
, ,
, ,
, 3 , ,
4
, ,
,
, ,
13-2B
, , ,
,
,
278
, ,
, ,
,
,
; ,
; , ;
; ; ,
( : , ,
, )
1940 ,
50 ,
, ,
, ,
21

,
, ,
;
, ,
,
, ,
, ,
, ,
, ,
,
, , IBM
, ( Comput er land )
IBM , , ,
,
, ,
, , ,
279
, ,
, , ,
128

.txt
, ,
, ,
, ( Channel Conflict )
,
, , ,
( Pizza Inn ) ,
, , ,
,
,
, Dr . Pepper
(McCulloch) , ( JCPenny)
(Kmar t ) , ,
,
, ,
, , ,
, ,
, ,
, , ,
, , ,
, , ,
13-3
,
,
13-3
( Convent ional Dis tr ibut ion Channel)
, ,
,
,
(VMS: Ver t ical Market ing Sys tem)
,
280
, ,
, ,
,
13-4 ,
,
13-4
1.
( Corporat e VMS) ,
, ,
50% AT&T
( Phone Cent er ) (Giant F ood Stores)
,
(Gallo) ,
( Fairbank s T rucking Company) ,
, ,
, 200 , (Midcal Aluminum Co. )
, ,
, ,
,
2.
( Cont ractual VMS) ,
,
: ; ;
281
( Wholesaler -Sponsored Voluntary Chain ) ,

, ,
, , ,
Independen t Grocers Alliance West ern Auto Sentry Hardwares
( Ret ailer Cooperat ives ) , ,

, , ,
, ,
Cer tified Grocers As sociated Grocers T rue Value Hardware
( Franch ise Organizations ) , ,

129

.txt
, 50
, , 2000 ,
, ;
,
,
, , ,
,
, ,
, , ,
, ,
(Her t z Avis ) ( ) (
Ramada Inn ) ,
,
14
3.
( Administ ered VMS ) ,
,
, (General Elect r ic) P&G
(Kraft ) ( Campbell Soup) ,
( T oysRUs ) ,
, ,
, ,
,
282
, ,
( Lamar Saving Bank ) ( Safeway )
,
,
, , Nescafe
Nes tea
H&R (H&R Block) (Hyatt Legal Service) ,
H&R ,
H&R , H&R
, , ,
, ,
(General Mill) Cheer ios
( Seiko Watch) (K. Hatt or i) , Schick
, Schick ,
, ,
, ,
(Hybr id Mark et ing Sys tem)
, ,
13-5 , ,
1 , 2 ,
1 , , 2
13-5
IBM , , IBM
, ,
,
283
, IBM , 18 , IBM
, IBM ( IBM Direct )
IBM
, Circuit Cit y Office Depot IBM
, ,
, ,
, ,
, IBM
, , , IBM
IBM
, ,
(Dayt on-Hudson) , ,
, ,
, ,
, , , ,
130

.txt
,
,
, ,
; , ,
, ; ,
, , ,
,
, ,
,
, ,
, , ,
, ,
, ( T oyot a)
284
, , ,
,
,
?
? , ? ,
? ( ) ,
?, , ;
,
: , ,
, , ,
,
, ,
,
,
,
, ,
,
, ,
,
, ,
,
, ,
,
, ,
, ,
, , ,
, , , ,
, ,
,
285
, ( Burger King) ,
, ( Avon )
,
, , , ,
, , , ,
,
, ,
1.
,
, ,
,
,
, :
: ,
, ,
: , ,
,
: ,
, , ,
131

.txt
,
, , , (U . S. T ime
Compan y) , ( T imex ) ,
,
2.
:
( Intensive Dis tr ibut ion)

, ,
, , ,
P&G
, ,
( Exclusive Dist r ibution) , ,
286
,
( Rolls-Royce) , ,
, ,
,
, ( Selective Dis tr ibut ion )
, ,
, (Mayt ag) (Wh ir lpool)
(Gen eral Electr ic) ,
, ,
,
, , ,
3.
, ,
, ,
, , ,
, , ,
,
, ,
(Memphis) ,
:
, ,
,
30 ,
1.
,
,
,
,
, , 30 ,
10 , , ,
, , ,
, , ,
287
13-6
, ,
SB , ,
SB , SB ,
, , ,
,
13-6 :
2.
,
,
, ,
, ,
,
3.
,
, , , ,
, , ,
, ,
, , ,
132

.txt
, , , ,
17 , ,
, ,
, ,
, ,
288
, ,
,
,
, ,
, ,
, , ,
, , ,
,
, 20

, ,
,
,
, , ( Lexu s)
, ,
( P olaroid) , ,
,
, ,
, ,
,
, ,
,
, ,
, ,
,
289
,
, P&G
, ,
, ,
,
,
, , ,
, , IBM PS/ 2
, , IBM
, IBM ,
IBM 2 200 , , PS/ 2
, , ,
,

, ,
,
13-7 :
, ,
( P hys ical Dis tr ibut ion )
( Mark et ing Logis tics)
,
, ,
,
,
,
133

.txt
, ,
290
( ) , (
) 13-7 , ,
, ,
,
, ,
,
, ,
, ,
, , , ,
6 700 ,
10. 5% 15% ,
, , , , ,
, ,
, , , 1911 ,
A&P , 270 , 10
, , A&P 16 700 , 1911 62
,
,
,
: , , ,
, ,
,
, , , ,
, , ,
,
,
, ,
, ,
, ,
, ,
, ( Xerox ) , 3 ,
291
1.2
, ,
: 95% , 99%
, 3 , 1%
, , ,
1.
,
,
,
, , ,
,
:,
, ,
, ,
, ,
,
,
, ,
, ,
, , ,
; ; ;
, , 15
2.
, ,
, ( Snapper ) , ( Toro)
,
, , ,
, , ,
, ,
, , ,
, , ,
, ( ) , , , ,
134

.txt
,
292
(Distr ib ution Cent ers ) ,

, , , ,
, 165 ,
28 11 19 , 1 000
310
, ,
, , , ,
, ,
,
3.
, , ,
, , ,
,
, , ,
, ,
, ,
, , , ,
, ,
,
4.
, ,
,
, :
13-1
( 1)
70 ,
, 37% ,
, ,
, , , ,
, ,
( 2)
, 25% ,
293
13-1
( 10 / , % ) 1970 1980 1990 771 ( 39. 8% ) 932 ( 37.
5%) 1078 ( 37. 4% ) ,
412 ( 21. 3) 555 ( 22. 3) 758 ( 26. 3)
319 ( 16. 5) 407 ( 16. 4) 462 ( 16. 0)
431 ( 22. 3) 588 ( 23. 6) 578 ( 20. 0) 3. 3 ( 0. 17) 4. 8 ( 0. 19) 10 ( 0. 3)
: S ta tistica l Abst r act of the Unit ed S t at es, 1993.

, , 6 000
, 130 , 25 ,
, , , ,
, , ,
, ( Roadway Expres s)
,
( 3)
,
15% , , ,
, , ,
( 4)
,
, ,
( 5)
1% ,
, ,
( )
( )
70 , ,
, , , ,
, ,
, 13-2 , ,
; , ,
294
135

.txt
13-2 ( 1= )
( )
( )
( )
( )
( / )
3 4 2 2 3 4 5 1 4 1 2 2 3 1 4 5 1 5 5 2 1 3 4 3 5 ,
( Container ization) ,
,;
;
, ,
, ( Int egrat ed Logistics Management )

, , ,
, , ,
, , , ,
1.
, ,
,
, , ,
, ,
, ,
,
,
,
, , ,
, P&G ,
, , ,
, , ,
,
, ,
2.
,
295
, ,
, , ,
, ,
, ( Levi St rauss ) ,
( JCP enny) , ,
,
, ,
, ,
, P&G
, ( Bentonville, Arkans as ) , 100
P&G
, ( Haggar Apparel
Compan y) , ,
, 18 ,
,
, , , ,
, ,
(Home Depot ) ,
( West ern Publishing Group ) , ( T oysRUs )

, ,
, ( BooksRUs )
,
,
,
,
, ,
, ,
, , 10 ( Nike)
, ,
136

.txt
, ,
( Bailey Controls ) ,
296
( Fut ure Electr ics)
,
, ,
,
, ( Ar row
Electronics ) , ,
, , 50
, ,
, , , ,
, ,
, , ,
,
, ,
, ,
, ,
( Benetton) , ,
, , ,
,
,
, , , ,
,
,
,
, ,
, ,
, ,
297
,
,
, ,
,
,
, ,
,
, ,
( Distribution Channel) ,
(Direct Ma rketing Cha nnel) ( I nd irect Ma rketing Cha

nnels) ( Cha nnel Conf lict) ,
( Conventional Distribution Channel ) ,

,
(Ver ticle Marketing Sy stem) ,
,
,
( Corp ora te VMS ) , ,
( Contra ctual VMS ) , ,

,
(Wholesa ler-Sp onsored Volunta ry Chains) ,
,
( Reta iler Coop eratives) , ,
( F ra nchise Org aniz ation) ,
(Administered VMS ) , ,
,
(H orizontal Ma rketing Systems) , ,
137

.txt
298
(Hybr id Marketing Cha nnels) , ,
( I ntensive Distribution) ( E xclusive

Distribution) ,
( Selective Distribution) , ( P hysica l
Distribution) , , ,
( Distribution Center ) , ,
( Conta ineriz ation) , ,
( I nteg ra ted Log istics Ma na gement) , ,
( 1) BOMC ( Book-of-the-Mont h Club ) 50

, BOMC
( B. Delton) (Waldenb ooks ) ( Borders )
,
( 2)
( 3) ?
( 4) : ( a) ; ( b )
; ( c) ,
?
( 5) ,
? ( a) P iaget ; ( b) Acura ; ( c) Snickers
( 6) ,

,
( Biller ica, Mass achus et ts ) ( Icon Acoust ics ) ,
, ,
, ,
299
,
, , ( Con cod-Johnson)
, ,
13 ,
,
, ,
,,
,
, ,
, , ,
, ,
, , , ,
, ,
, ,
28 ,
, 18.9 1 ,
,
: 335 30 ,
100 , 90% ,
50% ,
235 10% 50% ,
,
: ,
: Lumen Parsec Lumen 18 , 26 ; Pars ec
47 , 96 ,
Lumen Parsec , 5
Lumen 795 , Parsec

1 79550%
, ,
, ( F ederal Express ) ,
486
300
, 30 ,
, :43 200 ,
, ,
,
, , ,
138

.txt
, ,
, 4
, :
( ) , ,
,
, ,
,
P arsec 200 , 15 10 ,
2 400 , 6 8 000 18 000
:,
, , 60
, , ,
, ,
, , ,
, 5
, 19% ,
( ) , 50%
5 , 7
, , , ,
9 500
( 13-1) ,
, ,
Micron ( 2 495 ) Millennium ( 7 995 )
,
?
301
13-1 ( : 1 000 )
1 2 3 4 5 () 224 435 802 1 256 1 830 () 303 654 1 299 2 153 3 338
130 281 561 931 1 445 43 83 157 226 322 173 364 718 1 157 1 767 130 290 581
996 1 571 43% 44% 45% 46% 47%
3 6 12 15 18 11 69 74 109 139 51 114 197 308 378 31 31 0 0 0
30 0 0 0 0 128 213 279 432 531 2 77 302 564 1 040 1% 12% 23% 26% 31%
( 1) ?
( 2) ?
?
( 3) ?
( 4) , ?
? ?
( 5) ?
302

, : ( 1) , ,
( 2) , : ,
( 3) ,
( 4) ,
,
( 5)
,
40 , ( IKEA)
, ,
1985 , ,
,
6 , ,
, ,
15 , 100 ,
5 , IKEA ,
15 , , 2. 6
, 9 , 100 , IKEA
, ( Category Killers )
: , ,
,
,
6 000
, ,
139

.txt
,
303
,

, ,
:
( T oysRUs ) 50 ,
,
,
1. 8
10 , 70 , 265 , 1. 2
, 1. 5 7. 5
25 ( Branden' s ) , , 30
25 100 800 ,
,
, ,
,
, , ,
, 23 95
, 37 ,
( ) 12 ,
4 25 60
, 15%
,
, 400 ,
, ,
, ,

? (Wal-Mar t) , ( Sears ) , (Kmar t)
, (Avon) , ( Holiday Inn) ,
,
, ,

304
, ,

,
: 14-1
14-1
,

30 ,
,
, ( ) ,
( )
, ( JC Penn ey) ,
, ,
,
( )
1.
, ,
305
, , ,
140

.txt
,
,
, , , ,
,
2.

,
( Bloomingdale' s ) , ( Marshall Field) , ( Hudson' s )
( Filene' s )
( Saks Fift h Avenue) I. ( I . Magnin)
, ,
,
, , ,
,
,
, ,
, (Nordstrom' s )
,
, , ,
, ( T arget) ( ) (
) ( B. Dalton) ( )
80%
3.
,
, ( Safeway) ,
( Kroger ) , A&P, ( Winn-Dixie ) , ( P ublix ) , ( F ood
Lion) 70%
, 30
, ,
,
,
,
306

, , , , ,
,
,
,
,
4.
7-11
( 7-Eleven ) , K( Circle K) N( Stop-N-Go)
, , 7
,
,
80 , ,
, , ,
,
N
5. ,
, 5% 6%
( Safeway' s Pak 'N Pay)
( Pat h mark SuperCent er ) 80%
26% ,
39%
( 1)
A&P
( Family Mar t ) , , 5%
, 21%
, 6
307
141

.txt
50
,
, ,
,
( 2)
, ( Car refour ) ,
, , ,

,
, ,
6.
,
,
,
, A&R (A&R Block)

( )
1.
, ,
, , ,
,
, , ,
,
,
2.
, ,
,
308
,
, ,
,

,
,
, , ( Car ters) ,
( Ship' n Shore) ,
, 50%
,
( clearance outlet s ) 1980
60 1991 280 ,
, ( Espr it) ( Liz Claiborne)
, ,
,
,
,
( Loehmann' s ) ( , ( Lord & Taylor )
) , ( ) , T . J . ( T . J. Maxx ) ( ( Zayre) )
( , ) ,
25 50
( Sam' s Wh oles ale Club ) ( Cost co)
,
, 80
, 90 ,
,
, 80 , ,
,
,
3.
, ( Best Product)
142

.txt
309
( Service Merch andis e)
60 , ,
,
, , ,
80% , 2/ 3
1.
, ,
,
,
2.

( IGA) ,
3.
( ) (
) ,
( ) ,
,
, 45 000 , 4%
, 8. 5% 4%
4.
, J. C. F . W. F. W.
, , 28 , (Kinney Shoest ores )
310
( Aft er t hou ght s ) ( ) ( Face Fant asies ) (
) ( Herald Square St ationer ) ( Frame Scene)
( F oot Locker ) ( ) (Kids Mar t )
, 90
1.
50 ,
,
, ,
, ,
2.
, , 40 100
1550
, , , ,
, 515
, ,
87% 51%
, 1/ 3 ,
, 19861989 , 22% 34 683
3% , ,
, , 2000
20% ,
,

,
311
,
143

.txt
14% , 1/ 3
,
,
,
,
:
( demas sification) ,
, , ,
, ,
, ,
,
,
,
, , ,
,
,
, , ,
,
,
312
,
( respons e measu rement ) ,
,
, 600
( Fuller Brush Company) , ( Electrolux ) ,

( Southwestern) ( Avon) ,
,
, ,
215
450
55 ,

,
, , ,
( 24 , ) ,
,
15% 20%

,
,
, , ,
,
, : ,
,
313
,
14-1
144

.txt
,
,
14-1 :
,
?
? ,
,
,
, 1963 H. 5 000
( T he Limited) , ,
, , , ,
, 10
, ( Limited Expres s) ,
, ( Lane Bryant ) , ( Vict or ia' s
Secret ) , ( Lerner ) 7
4 000 , 69
, , ,
,
, ( ) ,
( ) , ( ) , ( )
:
, ,

314
,
, , ( Saks )
,
( Blooming dale) ,
, , ( Loehman n' s)
,
; ( Brook stone)
: ,
, ,
; ,
( Sharper Image) ( Banana Repu blic)
6 ,
,
,
( ) (
) , , ( Bijan ) 1 000
400 , T .
J . ,
,
, , ,
, 50%
, 25% 40% , 25%
, ,
315
,
: , !
,
145

.txt

18 , 1972 1 , ,
, 90 :
,
B. ( B. Altman ) (Gar fiuk el' s )
R. H. ( R. H. Macy) ??
, :
90 ,
, ,
, ,
,
, ,
, ,
, , ,
,
,
316
100 ; ,
, 10 ,
, 1962 10
( )
( Pr ice Club) , 1976
,
, , 5 , ,
10 26
, ,
17 , ,
,
, , ,
,

?
? , :

( )
,
,
,
,
,
317

( 14-2) , ,
14-2
146

.txt
, 50% :
1.
,
,
,
, ,
, ( ) ,
( )
2.
( 1) , ,
318
,
, , ,
( 2) (
)
,
( 3)
,
,
( 4) ,
,
,
;
, , ,
,
( 5) , ,
,
( Sun Maid Raisin) , ( Sunkis t) , ( Diamond)
( 6)
: ,
,
, 11%
1.
, ,
, ,
2. ,
( 1) ( manufact arers ' agents ) , ,
,
,
( 2)
319
( 3)
( resident buyers ) ,
;
( 4) ( )
147

.txt
,
, ,
,
, 31%
,

,
14-2
, ,

( 14-2)
,
(
) , ( ) , ( ) ,
, , ,
, ,
,
320
, ,
, ,
20% 17% , 3% , 2%
,
,
,
,
,
,
,
(McKes son) ,
, , 36
, 225 ,
,
,
321
1990 , 3/ 4
,
( Su per Valu) ( Flemming)
, , 20% 126
( Cub Foods ) n ( Sh op n Save ) ( Save-ALot)
( Laneco) ( Scot t' s )

, ,
, ,
2000 , 18%
, ( P rovigo)
13%
148

.txt
( ,
, ) ; ( , , , , ,
, ) ; ( , ) ;
( ; , ) ;
( )
,
14% ,
1/ 3,
( , ) (
, , , , )
, , ,
322
,
( Agent) , ,
,
(Automatic Vending )
( Broker ) ,
( Ca talog Showroom) ,
( Cha in Stores) ,
,
( Combina tion Stores)
( Convenience Store) 7 ,
,
(Dep ar tment S tore) ,
, , ; ,
(Direct Ma rketing )
,
(Discount store) , ,
(Door -to-Door Retailing ) , ,
( F a ctory Outlets) ,
,
( F ra nchise) ( ) (
) ,
(Hyp ermarkets) ;
,
( I nd ep end ent of f -P rice Reta ilers) ,
( Manuf a cturers' Sales Br anches and Of f ices)
323
(Mercha nt Wholesa ler s)
( Of f -P rice Reta ilers)
( Reta ilers)
( Reta iling )
( Shopp ing Center )

( Sp ecia lty Store) ,
( S up erma rkets) ,
( Sup erstor e) ,
,
( ) (Wa rehouse Club ( or Wholesale Club) )

149

.txt
,
(Wheel of Reta iling Concep t)

, ,
(Wholesa ler ) ,
(Wholesaling )
( 1) ,
?
( 2) ,
, , ,
, ?
( 3) ,
?
( 4)
( 5)
324
?
?
( 6) ,
80 , ( Sam Walton )
( Sol P r ice)
( Pr ice Club ) , , ,
,
1983
, 1993 , ( Warehous e
Membership Club WMC) , 419 , 147 ,
22%
, ,
, 90
1993 1994 1993 , 390 ,
,
, , 210 / ( Pr ice/
Costco) , ( PACE) ,
99 (Wh oles ale Depot)
, 1994 11
,
(WMC)
,
WMC ,
, WMC ,
, 25
,
WMC 8. 5% , 9%
, WMC ,
( no fr ills b uying ) ,
107 000 135 000 (
325
) , 3 000SKU4 000SKU(
) ( Stock Keeping Units ) ,
15 , 70 00080 000
WMC , ,

, 20% 40% ,
, 300
12. 2% 20 ( 2 200 ) WMC

WMC , , 70% WMC
( ) 30% WMC 65% 70%
1992 , , 2 150 11
, WMC
5% 41% , 21%
WMC 35 , 1/ 4
, 40%
50 000 WMC
92% ,
150

.txt
90 WMC 7%
75 , 160 ,
WMC 13 ,
, 1 2
103 114 40%
WMC ,
, , ,
,
, WMC
, , ,
/ 10
326
, , WMC
WMC,
, ,
( Power Ais le)
(Office Depot ) (Of fice Max) ,
WMC
, WMC
,
( 1) ?
( 2) WMC ?
( 3) WMC / ? ?
( 4) 5 WMC ?
( 5) ?
327
:
, : ( 1) ,
( 2) ,
( 3) :
( 4) : ;
: , ,
( 5) : ,
( Southwes t Air line) 24 ( Dallas ) ( Love

F ield) , LUV
1992
9
1993
, 22 1992 ,
30 , 9 100
(Amer ican Air lin e) 1/ 4
:

1 ;
58 , , ,
,
, 49 , 250 ,
8 000 26 000
,
(Herb Kelleher ) ,
328
, ,
( Just Plane Smar t ) , ,
, ,
,
, , 7
9
, :,
,
,
151

.txt
, ,
,
, , , ,
, 1993
,
:??,
, , , ,
,
, ;

49 ,
, 49
, ,
,
, ,
, ,
:, ,
,
9
, ,
,
,
,
329
:,
, ,
:,
,

, ,
,
, ,
( 15-1)
15-1

,
:
: ,
: ,
:
: , ,
,
,
,
330
, : , ?
, ? ,
,
,
,

15-2 9

:
( Sender ) :
( Encoding) :
,
(Message) :
(Media ) : ,
15-2
152

.txt
(Decoding) :
( Receiver ) :
( Respons e) : ,
, ,
( Feedback) : ,
,
(Nois e) : ,
,
331
( T arget Audience) ,
, ,
, : , ,
, , ,
,
,
6 ( Buyer Readiness Stages)

,
6 ( 15-3)
15-3
, ,
, ( Niss an)
( Infiniti) ,
, ?
, (
) , ( ) , (
)
, ,
,
, ,
,
332
, ,
, ( , ) , ( ,
) ; ( )
, ,
, ,
,
, ,
,
,
( At tention ) , ( Int erest ) , ( Desire ) ,
(Action) ( AIDA ) ,
, AIDA
: ( ) ,
( ) , ( )
1.
, : ,
( 1) ( Rational Appeals )
, , ( Mercedes)
,
,
( 2) ( Emotional Appeals ) ,
( ) ,
153

.txt
( ) ( Crest ) ,
( ) ,
,
, , ,
,
( 3) (Moral Appeals)
, , ,
, ( T he March of Dimes)
:,
333
2.
: , ,
, ,
, , (
) ( ) ,
, ,
, , ,
, ,
3.
,
, ,
, , ,
,
,
,
(
, ) , 75% ; 85%
, ,
, ,
,

1.
( Personal Commu nication Channels ) ,
,
,
,
(Word of mouth inf luence) ,
334
,
,
, , ,
,
2.
,
( ) , ( ) ,
( ) ,
,
, , ,
,
,
,
,
,
, ,
,
( Michael Jordan ) ( Gatorade )

, ( Shaquille O'Neal )
( Fred Flin tst one) (Willard Scott )
(Days Inns )
? : ( Exper tis e) ,
( trus twor th ines s) ( likabilit y)
154

.txt
,
,
, ,
, , , ,
?
, ,
335
,
80%
, 60%
, 20% ,
, ,
, 40% , 30%
, 80% ,
,

( John Wanamaker ) :,
200 , ,
,
20% 30% , 2% 3%
,
?:
, , ,
1.
:
, ,
,
, ,
,
, ,
2.
,
,
,
, ,
336
,
, ,
3.
,
,
, ,
,
,
4.
,
: ( 1) ; ( 2)
; ( 3) ,
6 95%
, ? ?
,
, , (Avon)
, (Helene Cur tis )
( Elect rolux) , (Hoover )
155

.txt
1.
, ,
( 1)
,
337
,
, ,

, ( ) , ,
( )
: ,
, ,
, ,
, ,
( 2)
, ,
,
,
,
, ,
, ,
,
, 200
( 3)

,
, ,
( 4)

,
,
338
2.
, / ,
,
( 1) /
( 15-4)
, , , ,
, , ,
,
15-4
,
, ,
,
, ,
( 2)
15-5
( ) , ,
, ( )
, ,
, ,
,
RJR ( RJR/ Nabisco)
, ,
( 3)
, ,
,
,
156

.txt
339
15-5
, ,
( 4)
,
,
, ,
, ,
, , ,
,

,
,
,
, 21 ,
,
,
,
,
340
,
,
, ,
90% 60% ,
, 40 50
11 000 ,
, ,
CD-ROM
, ,
25% ,
, ,

,
, ,

,
,
1.
, ,
,
( 1)
,
, , ,
,
,
,
, ,
341
, , 25%
( Spiegel) ,
, ,
( nich e) , 1993 97
8 500 , 140 ,
50 22
, ( Sharper Image)
2400
157

.txt
, , , ( Saks F ifth Ave)

,
10 ,
600 ,
, ( Royal Silk ) , , ,
, CD-ROM 35
, 5. 95 ,
, ( Soloflex )
1 000 22
,
10%
,
, 11
, 500
( 2)

,
800
19 , 16 1990
70 800
900 , , ,
, (Amer ican Express ) ( 1-900-WEATHER ( ) 75
) ; ( Quaker Oats ) ( 1-900-990-PET S( )
95 ) ; ( Somnus) ( 1-900-USA-Sleep( )
342
2 , 1 ) ; (Golf
Diges t) ( 1-900-454-328895 ) 900
8. 6
, 1 150
;
, 50% , 34%
, ,
, ( junk phone
calls) ,
: ,
(Direct Marketing Associat ion ) ,
( 3)
, 60 120 ,
30
( Dial media' s)
7 300 ,
4 000 (Armourcot e)
30 12 000 ,
1 ,
GT E, ( Joh nson &

Johnson ) , MCA , , ( Revlon ) ,
, ,
1994 10
(Home Sh opping Channels ) ,
, (Quality Value
Channel, QVC) (Home Shopping Network , HSN) , 24
HSN,
, HSN ,
, 800 400
1 200 , 48
1986 4. 5 1994 20
343
QVC, HSN
, ( T el Shop) , , , ,
( 4)
(On-Line Comput er Shopping) ,
158

.txt
, ,
, , ,
,
, : ( Compus erve) , ( Prodigy)
(Amer ica Online) ,
,
,
, , ,
( Consumer Repor ts ) , ,
,
,
, ,
,
2.
,
, ,
,
,
, ,
, ,
3.
,
344
,
,
( Integrated Direct Marketin g) , ,
2% ,
800 50%
50% 2%
13%
:
, ,
, ;
,
, ,
, ,
, ,
,
150 000
,
,
159

.txt

345

,
, ,
, ,
,
,
, ,
,
,
,
32 , ;
( )
( Bait and Swit ch )

79 ,
, , , ,
, ( RobinsonP atman) ,
,
, ,
( St ate F arm)
( National Council for Social Studies ) , ( Nat ional Science T eachers
Association) ,
346
, ,
,
,
,
( Federal T rade Commiss ion F T C)
,
25 72 ,
,
,
,
,
,
1. , ,
, , ADRMP (
)
,
,
,
, ,
,
,
, ,
347
, ,
,
160

.txt
( Bett er Business Bureaus) ,
: , ,
,
2.
,
, , ,
, ,
(Microtarget)

,
, ,
, 800
?
, , ?
, ,
, ?
, 78%
, ,
:
??,
, ??,
,
??, , , ( Burpee' s ) ,
, ??, ;
, ,
X ,
, ??,
??, ,
,
,
, , ,
,
348
: ,
,
,
,
,
9 : , , , , , , ,
, ,
,

, , ,
, , ,
, / , , ,
,
,
,
,
,
, ,
,
, ,
,
349
(Ad ver tising ) ,

( Af f orda ble Method )
( Buy er -read iness Stag es)
,
161

.txt
( Ca talog Ma rketing )
( Comp etitive-p arity Method )

(Direct Ma rketing )
,
(Direct Ma il Marketing )
( Emotional App ea ls) , ;
( I nteg ra ted Direct Marketing )
( I nteg ra ted Ma rketing Communications) ,
(Mar keting Data ba se)

, , ,
(Mora l App eals)
(N onp ersona l Communica tion Cha nnels)
,
(Obj ective-a nd -T ask Method ) : ( 1) ; ( 2)
; ( 3) ,
(On-line S hopp ing ) ,
( P er centa ge-of -Sales Method ) ,
( P ersona l Communica tion Channels)

, , , ,
350
( P ersona l Selling ) ,
( P romotion Mix )
,
( P ublic Relations) , ,
,
( P ull S tra tegy )
, , ,
( P ush Stra tegy ) ,

, ,
( Rationa l App ea ls) ,
( Sa les P romotion)
( T elemar keting )
( T elevision Marketing )
(Word -of -Mouth I nf luence)
( 1) : ( a ) U2 T
, ( b ) , ( c)
, ( d) 2. 00 ,
( 2) -O( Jell-O)
E. F . ,
? ?
( 3) ? : ( a) ,
( b)
( 4)
,
?
( 5) , ,
,
351
?
( 6) ,
?
,
( Avon) :
-, 100 ,
35 1886 , 1916
,
4 000 , , ,
, ,
162

.txt
, ,
500 000
,
70 80 , , ,
, , ,
( Par t t ime) 200% ,
, ,
,
, ,
,
90 ,
5% 7% , 1989
, 100 , 55%
, ,
,
,
, , , 75%
, ,
21% 1990 1991
, 1. 95 1. 35 , 16. 82
17. 46
1988 ,
, 1989 2 200 1 100
352
, 1990 460 ,
1 000
, ,
14%1/ 362% ,
15% ,
,
(Median ) 45 , 3
, , 38 ,
,
,
100 , ,
20% ,

,
, ,
2 000 2 500
3 5 3 5
, 1993 ,
1988
1993 3 400
,
7 000 , 1992 3 500
,
(Women of Enterpr ise Awards ) 1987
1 200
5
,
, ,

, ,
13. 6 , 1. 82
4% 42. 5 , ,
, 100
353
( 1) ? ?
( 2) ?
( 3) ,
? ?
( 4) ?
( 5) ?
( 6) , ,
?
354
163

.txt
:
, : ( 1) , ,
;
( 2) ,
( 3)
, , 1992
( )
38 (McCann -Er ickson ) ,
( Creative
Ar tis ts Agency CAA)

90 ,
,
,
1989 , 10
:,
, , :
,
, , ,
CAA, CAA

CAA CAA
1993
, ,
,
, CAA , 60 ,
355
50 , CAA
1993 CAA
,
, , ,
, ,
,
, ;
;
; 20 50
; , ,
, ,
,
, CAA
( ) , () , (
) ()
;
CAA , , , ,
,
:
CAA 20 ,
10 ; ;
; ; , , ,
, ,
, ,
,
1994 1994 ,
CAA , CAA 30 1994
1993 , 1994 :
30 ,
CAA ,
, ??
, ??
, ??
356
, ??
??,
CAA
,
CAA
164

.txt
:[ CAA ]
107 [ ] 107
, ,
,
:, / ,
/ , /
1993 , 1 380
,
, , 34
,
100 1/ 416-1 1993 10

P&G , 24 , 15. 5%
P&G , 36
, ,
(Warner Lamber t ) ( 27% )
,
; ,
,
357
16-1 10
( )
( )
(% )
1 P&G 2 397 15 519 15. 5 2 1 844 38 387 4. 8 3 1 539
109 668 1. 4 4 1 310 50 838 2. 6 5 1 039 18 308 5. 7 6
958 75 661 1. 3 7 812 61 580 1. 3 8 794 34 79 21. 2 9
763 7 203 10. 6 10 761 37 847 2. 0
, 5 ( 16-1)
16-1
,
, 16-2
358
16-2

( Informative Adver t izing) ,
( Persuas ive Adver tizing) ,

, ,
165

.txt
,
( Compar ison Adver tizing) ,
, , (Avis )
(Her t z) , :,
P&G ( Scope) ( Lis ter ine) ,
,
( Reminder Adver t izing)

,
,
4
,
:
,
( )

359
,
,
( , , )
,
?
,
, ;
,
, ,
?
:
,
, , ??
, ,
,
,
,
, ,
, 10
, ,
,
, ,
, ,
, ,
360
1.
,
,
,
( 1)
, 22
11 500
,
;
, 30 140 000
( 350 000 ) ;
( 310 000) ; ( 1 000 000 ) ,
60
,
, !
, ,
,
2000 , 60%
166

.txt
, , , ,
,
( 2)

,
,
( Creat ive Concept ) ( Big idea )

, ,
,
,
, ,
361
,
,
, ,
,
, ( T imex ) ,
( Swat ch ) , ( Rolex )
( 3)
,
:
:
, ( J if)

(National Dairy Board ) ,

( Jontue) ,
, ,
,
,

:
(
, ) ( , )

( Maxwell House) , ,
(Gallo)

( Cres t) ,

( Jell-O )
P&G :
P&G
, ( Litt le Caes ar ) ,
,
,
362
BMW
, ( Schaefer)
,
,
(Unit ed way)
,
,
, ,
, ,
50% ; 30% ; 20%
, 10%
167

.txt
2.
:
( 1)
,
( Reach ) , ,
70% ( Frequ ency)
,
( Media Impact ) ,
(Qualitat ive Value) , ,
( )
( )
100 70
( 70% ) , 2 100 000
( 700 000 3) 1. 5 ( 1. 0 ) ,
3 150 000( 2 100 000 1. 5) 1 000 10 ,
31 500 ( 3 150 10 ) ,
,
( 2)
16-3
,
363
16-3
( 10 )
%

32. 0 23. 2 , 45 990
; ;
;
;
,
;
30. 6 22. 2 30 19 000 ,

,
,
,
,
,
27. 3 19. 8 4 000 1 520

,
,
,
,
9. 6 6. 9 400 (
)
,
,
;
,
,
7. 4 5. 3 , 126 755
,
, ,
, ,
,
;
1. 1 0. 8 71 , 25 500
; ;
,
,
168

.txt
30. 1 21. 8 138. 1 100. 0 ,
(Media Habits of T arget Consumers ) , 10

(Nat ure of th e Product)
,
;
( Cos t)
, 1 000
( Cos t-Per-T housand Exposure) 1 000
,
, , ,
, ,
,
364
,
( Pillsbury) , 600
, 400 , 200 20
( 3)
(Media Vehicles )
( Ros ean ne) ,,60 , ABC
( People)
,
,
,
1 000 ,
126 000 , 310 , 1 000
40 64 400 ,
870 000 1 000 74 1 000
, 1 000
,
100 , 30
222 000 200
, ,
,
; , ,
( Vogue)
,
,
( 4)
12
3 ,
:
(Hallmark )
( Cont inuity)
( Pals ing) 52
,
,
365
1.
( Copy T est ing)
,
: ,
, ,
( Por tifolio Tes ts ) , ,
,
, ( Laboratory T est ) ,

,
( Recall T ests ) ,
,
,
( Recognition T ests ) , ,
,
2.
20% , 10% ,
?
,
,
169

.txt
, ,
, ,
, ,
,
,

, ,
,
,
, ,
366
, ( Kellogg)
,
,
,
, , ,
:
, ( P arker P en Company)
, ,
??, ??
??,
,
, 11 1 000 1. 58
5. 91 , 1 000 2. 51
10. 87
, ,
:
(General Mills T oy Group )
, , ,
,
, ,
30 , ,
:
(Kellogg' s ) T , ,
,,
, 30 5
, ,

367
,
( F olger )
, 50
500 ( Black
& Decker ) , 10%
, , , , , ; ,
, , , , ; ,
,
,
1 250 ,
, 75% 12%
, 7. 6%
,
, ,
; , , ,
, ; ,
, ,
,
, , P&G
, P&G ,
, ,
:
,
170

.txt
;
,
, P&G P&G
: ,
, ,
368
;
, ,
, ,
, ,
,
45
, , 1975 ,
5%
18%
, ,
,
, , ,
(Kraft ) P&G ,
,
, ,
,
,
,
,
, , ,
, , , , ,
369
, ,
,
, ,
,
,
Relais Bb,
, , ,
( ) , , 64
120 000, 6 000 000
, ,
,
(Waldenbooks ) , , 500
10% , ,
,
1.
( 1) ( Samples)
,
, ,
,
( Lever Broth ers ) ( Sur f) , 4 300
171

.txt
4/ 5 ,
( Block bust er ) ,
, , P&G
, ( Clorox)
( 7 4 ) 400
370
( 2) ( Coupons )
, ,
3 220 80 ,
59 , 47 , ,
24%
32%
( 3) ( Cash Refund Offers Rebat es )
, ,
, ( T oro)
, ,
, ,
, ,
,
( 4) ( P r ice Packs )
( Cen ts off Deals ) ,
(
) , ( ) ,
( 5) ( P remiums )
, 500 Ken-L
, ( Cutt y Sark ) ,
,
, , ,
( Self-Liquidatin g Premium)
: T Bud ,
( 6) (Adver tizin g Specialties )
T
45 , 63%
, 3/ 4
( 7) ( P atron ge Rewards )
,
371
(Mar r iott
Hot els) -( Bask inRobbins ) , 10 , 1 (Quar t )
( T rading Stamps ) , ,
( 8) ( P oint -of-Purchas e POP)

( Cap' n
Crunch) 5
,
,
6 , 6
, , 6
:! ,
,
( 9) ( Cont es ts , Sweepst akes and Games )
, , ,
, ,

, ,
( Sales Contest ) ,
,
2.
( 63% ) , ( 37% )
, , ,
,
,

( Dis count , Pr ice off,
off-invoice off-lis t) ,
,
,
172

.txt
(Allowance) ( ) ,
(Adver tis ing Allowance)
(Display Allowance)
,
( Push Money)
( Specialty Adver tis ing
I tems ) , ,
372
3.
, ,

5 800 , 8 000 ,
, , , , ,
90%
35% ,
, ,
,
( Sales Contest )
,
, ,
( , , ) ,
, ,
,
, ;
50
, , ,
:
, , ,
, ,
??,
, ,
, (
) , ,
,
373
,
,

, 70% ,
,
,
6% ,
10% , 5% , 7%
,
7%
, ,
, , ,

, ,
, , ,
,

,
,
( Publicit y) ,
, ,
:
: ,
:
:
: ,
173

.txt
:
:
,
374
:
,
, , ( T ylenol)
, , ,
:
( Coleco)
,
,
, 5
,
, ,
, ,
, ,

,
( PR)
,
,
, , , ,
, , ,
,
375
P&G
( Publishers' Clear ing House) ( Special Olympics)
, 10
, ( B. Dalton Books ellers ) 4 300
, ,
, ,
1.
,
, :
, :
, ( ) (
) ; , ;
,
,
2.
, : ?
? ?
, ,
, ,
,
, ,
,
3.
, ,
174

.txt
, ,
,
,
376
, ,
4.
, ,
,
,
, ,
,
,
36% 67%
,
, 43% ,
,
, ,

1 310
, , , ,
, ,
, , ,
; ; ;
,
,

; ;
,

, ,
,
377
(Ad ver tising ) ,

(Ad ver tising Obj ective) ,
(Ad ver tising Sp ecia lties)
(Allowa nce) ,
( Ca sh Ref und Of f ers ( Rebates) ) ,
( Comp a rison Ad ver tising )
( Consumer P romotion) ,
( Contests, Sweep sta kes, Games) ,

( Coup ons)
(Discount)
( F requency ) , ,
( I nf ormative Ad ver tising )
(Media Imp a ct) ,

(Media Vehicles) ,
( P a trona ge Reward s)
( P ersua sive Ad ver tising ) ,
( P oint-of -P urcha se P romotions( P OP ) )

( P remiums)
( P rice P a cks( Cents-of f Dea ls) )
( P ublic Relations) ,
,
, , ,
( P ublicity )
378
175

.txt
( Rea ch) ,
( Remind er Ad ver tising )
( Sa les P romotion) ,
( S ales F orce P romotion)
,
( Samp les)
( Tr ad e P romotion)
,
( 1)
? ?
( 2) ? ?
( 3) ,
?
( 4) (Almost Home) , ,
,
, ? ?
( 5) ,
?
( 6)
? ?
(Burger King) :
1974
4% , (Have it Your Way)

80 , ,
1982 , , ? ,
1983 ,
1985
, 1983 7. 6% 1985 8. 3%
379
, 8. 7% ,
(Herb) ( Nerd) ,
,
1%
10% ,
, , 1986
1987 , 1988
, ,
, ,
1989
,
,BK( ) T ee. Vee. , MTV

, , :
, ,
, 80 ,
,
,
1993 , 6. 1% , 4. 4% 4. 1% ,
15. 6% ,
, 5 , ,
80 ,
, ,
,
,
, ,
, ,
380

,
,
176

.txt
( Revco) , 1991 7
, , , 1993
1980
( Operat ion P honenix) ,

, 30 , 0. 99 ,
1. 99 2. 99 ,
,
, / (Ammirat i and Pur is Lintas ) ,

,
, 2. 5
1. 8 1. 8 , 40%
, 60% /
, 5 700
( 1) ?
( 2) ?
( 3) ?
( 4) ?
381
:
, : ( 1)
( 2)
,
( 3)
( 4) ,
( 5) ,
1982 ( Eas tman Chemical Company)

, , 10
1993 (Malcolm Baldr ige) ,

, 500
, ,
, ,
, 10 ,
40 , ,
7 000
,
;
, , ; ;
,
, 18 000
382
, MEPS,
( Mak ing Eas tman t he Prefer red Supplier ) MEPS
, MEPS
MEPS ,
,
MEPS ,
MEPS
, MEP S :
, MEPS
, ,
, , 24
, 9
, 25 ,
,
:,
,
177

.txt
, :
,
, ,, ??
, ( )
,
,, ,
300 ,, ,
,
,
,
,
,
, (Agr iculfural Extension Service)
, , ,
383

,
, ,
, ,
, ,
, ,
, , 55%
:
7 000
,
, ,
,
,
, , ,
( Sales Person ) ,
, ,
, ,
384
(Mis sionary Selling ) : ,
,
, ,
, ,
,
,
,
, ,
, , (Xerox)
(Du Pont ) , , ,
, P&G
(Wilson Spor ting Goods) , ,
, ,
,
, ,
, ,
,
, ,
178

.txt
, , ,
(Account Manager ) ,
,

, , ,
, ,
385

17-1
17-1
?
?
? ?
1.
,
, ,
, ,
, ,
( 1)
, ,
, ,
,
,
( Campb ell Soup) ,

: ,
, , 22
, 4 ( ) , 4
( 2)

, ,
,
,
386
,
( Bax ter Int ernat ional) , ,
( 3)
,
4 ,
250 300
,
; 1 000
5 000 10 000 ,
,
,
, ABB 290
:
4 , ABB ??30 ,
, ABB
ABB
ABB
27
6
??35 :
:??
ABB ABB :
,
( 4)
,
179

.txt
2.
,
, , ,
(Workload Approach)
387
1 000 A 2 000 B A
36 , B 12 ,
60 000
[ ( 1 000 36) + ( 2 000 12) = 36 000 + 24 000 = 60 000]
1 000 60
( 60 000/ 1 000)
3.
( 1)
( ) ,
,
,
,
, , ,
,
, 20 30
, , ,
,
200 , 5 ,
20 :
( State-of-th e-Ar t)
, , ,
50%
:, ,
1 , 15 ??,
:??
( Climax Por table Machine T ools )

,
1/ 3 ,
388
4 5
30 ,
5 ,
, , :
,
,
15 000 ( 20
) , :
?,
( 2)
,
, , ,
( T eam Sellin g)
, P&G
,
, ( T arget )
, ( Orchest rators) ,
,
,
,
,
1.5 2 , 60% 30%
,
,
27% ,

180

.txt
50 000 75 000
1. ?
,
,
, , ; ,
;
389
,
, , , , ,
, ,
, , ,
?
? ?
? ?
2.
,
: , , ,
, ,
,
, ,
, , :
1/ 3
28%, 61% , 58% ,
51% 49%
3.
, ,
, ,
( IBM) , P&G (Gillet te) ,
42% ,
, ,
()
, ,
, 1
4 (Nor t on Company) ,
12 6 ,
, ,
390
, 200 1/ 3
,
, ,
,
,
,
, ,
, 47 000
,
, ,
, ,
, ,
,
,
4 , ,
, : 14% , 19%
, 26% , 37% , 10%
17-1

181

.txt

391
,
, ,
17-1
, ,
, ,
,
, ,
,
1.
?
, ,
2.
,
,
,
( Spector
F reight ) 25% ,
,
, ,
,
, ,
17-2
3.
17-2
,
30% 30% 40% ,
33%
392
, , ,

,
, ,
100 : 48% ; 34%
, ,
, , , , , ,
:
-( Owens-Corning ) FAST FAST
( Field Automation Sales T eam Syst em) FAST
-
, , FAST ,
, , ,
, , ,
FAST
,
; ;
,
4.
,
,
,
,
182

.txt
,
( 1)
,
,
, ,
, ,
393
( 2)

, ,
, ,
,
( 3)
, ,
,
, ,
,
,
1.
,
, ,
, ,
,
,
, ,
,

,
, ,
, ,
, ,
,
,
394
? ? ? 100
? ?
2.
,
: , ; ,
; , ,
; , ,
17-2
:
:
1992 1993 1994 1995 1. A 251 300() 253 200() 270 0000() 263 100() 2. B
423 200() 439 200() 553 900() 561 900() 3. 674 500() 692 400(
) 823 900() 825 00() 4. A 95.6 92.0 88. 0 84. 7 5. B120. 4 122.
3 134. 9 130. 8 6. A 50 260() 50 640() 54 000() 52 620() 7. B42 320(
) 43 920() 53 390() 56 190() 8. 92 580() 94 560() 109 390() 108 810(
) 9. 10 200() 11 100() 11 600() 13 200() 10.
1. 5 1. 6 1. 4 1. 6 11. 1 675 1 700 1 680 1 660 12. 6. 09() 6. 53() 6. 9(
) 7. 95() 13. 20 324 328 334 14. 13 14 15 20 15. 8 10 11 14 16.
2 108() 2 137() 2 512() 2 470() 17. 289()
292() 334() 320() ( 1)
, ,
, ,
,
395
183

.txt
( 2)
17-2
( 3 )
B A( 1, 2 )
( 4, 5 ) , B , A
( 6, 7 ) , A ( ) B ,
, ,
1994 1995 1 100 ( 3 ) ,
580 ( 8 )
( 10 )
, ( 11 ) ,
( 14 ) , ,
, ( 15 )
,
,
( 11 ) ,
, ,
,
( 3)
, ,

, ,
, ,
396
, ,
,
:
, ,
, ??[ ]
,
,
( Selling Proces s) (
17-3)
17-3
1.

, , 9 1
, 125 25 ,
5 , ,
( )

,
2.
( , )
397
( )
( , , ) ,
, ,
, ,
, ,
3.
184

.txt
, ,
, , :
, , (All T ech )
,
4.
, ,
,
,
:
,
, ,
,
, ,
5.
,
, ,
, , ,
,
6.
,
,
,
, , , ,
, ,
398
, ,
,
,
7.
, ,
,
, ,
,
,
( T rans action Or ient ed )

, , ,
,
, ,
( Relationship Marketin g) ,
,
,
; ;
,
,
:
,
,
,
, , ,
, ,
, , 18
399
,
, :
,
,
,
, ,
( , , ) ; ,
(
185

.txt
)
,
, ,
, ,
7 : , , , ,
, , ,
(App roach) , ,
( Closing ) ,
( Customer S ales F orce Structur e) ,
( F ollow-up ) ,
(H and ling Objections) ,
( I nsid e Sa les F orce)
400
(Outside S ales F orce) ,
( P reapp roach) ,
( P resentation) ,
,
( P rod uct Sa les F orce Structure) ,
( P rosp ecting ) ,
( Rela tionship Mar keting )
( Sa les F orce Manag ement)

,
( S alesp er son) , :
, ,
( Sa les Quota s) ,
( Selling P rocess) ,
( T eam Selling )
( T elemar keting )
( Ter ritorial Sales F orce Str ucture) ,
,
(Workloa d App r oa ch) ,
,
( 1) ,
, ,
, ?
?
( 2)
?
( 3) ,
401
?
( 4) ,
?
( 5) ,
?
( 6)
, , ?
( IBM) :
1993 , IBM
1990 690 1992 645
59 49.6 4 ,
( Louis V. Gers tener J r ) , R.J. ( R. J.
Reyn olds ) , ,
1993 7 , ,
IBM
IBM ,
,
186

.txt
IBM
13 :
, ,
, ,IBM
, ,
IBM
, IBM ,
1993 IBM , : IBM
IBM ,
, ,
, IBM IBM
, (Mid Range)
, ,,
, ,
402
IBM
,,
,
IBM ,
,
,
??,
, 40 000 ,
1991 ,
IBM
,
,
, ,
IBM
IBM IBM
, 200 ,
20 IBM , IBM
, :
??
, IBM ,
, IBM ( Fight er Pilot )
, , ,
, IBM 1
240
,
1993 , ( ) 6% ( )
1993 , 20%
, IBM
403
1991 1993 344 000 256 000
, IBM ,??
: IBM ,
?
( 1) IBM ?
( 2) IBM ?
?
( 3) , IBM
404

, : ( 1)
( 2)
( 3)
( 4) , ;
1934 , (Wooster Rubber )

: 1 ,
187

.txt
39 , ,
, 1
( Rubbermaid) , ,
( Rubbermaid)
,
, 5 000 ,
17
10 , 4 6 54
, 44 , 1985 18%
5 10
:
,
, ,
,
, ,
,
405
365 5
33% ,
,
, 90% ,
90%
,
50
,
, :
,
,
, , ,
,
, ,
6.99 10.99 ,
, 120 000
, ,
,
,
( Twin Valu) 10 24 , 20
490 ,
, ,
:
, ,
,
,
,
: ? :
1900 , , ,
,
,
, ,
406

, ,
, , ,
,
,
,
, , ,
( Cust omer-Centered )
188

.txt
, ,
( Cust omer Value Delivery Syst em)

, 11 000 ,
,
QSCV
(Qu ality) ( Service) ( Cleanlines s) (Value)
,
,
: ? ?
? ?

35 , ( to
creat e customers)
: ?
,
, , ,
,
407
( Cu stomer Delivered Valu e)

, ( 18-1) ,
( Caterpillar ) (Komat su)
( , , )
( , , )
( )
18-1 4
,
,
, ,
( T ot al Cust omer Value)

?
( T ot al Cust omer Cos t ) ,
,
,
200 :
?
,
,
,
, ,
:
200 000 140 000
60 000 ( 200 000 - 140 000 )
140 000 200 000
408
140 000 , 200 000 ,
,
, 160 000 , 40 000
20 000 190 000 ,
10 000 50 000 , ,
, ,
,
,
, ,
? ,
, ,
,
,--
189

.txt
,
,
, ,
,
? , ,
, ,
, , ,
, ,
,
(Honda)
( Cigna) :100% ,
409
,
, 70% ,
, , 75%
, 75% ,
, ,
, ,
, 80%
90% , 100%
, , ,
,
,
, ,
,
,
: ,

? ,
( Value Chain ) (
18-2) ,
9 ,
9 5
4
( ) , ( ) , (
) , ( ) , ( )

,
410
,
18-2
,
,
,
; ,
; ,
, ,
, :
:
190

.txt
:
,
: , ,
:
,
, , ,
, ,
( Cust omer Value Delivery Syst em) ( Campbell)

,
, ,
411
, ,
,
2% , 10 ,
500 6 000 ,
,
( 18-3) ( Sears )
, ( Electronic Dat a Int erchange, EDI) ,
,
,
,
(Quick Response Syst em) , ,
18-3
, ,
, ,
, ,
, ,
,
,
,
,
,
,

,
412
,
, ,
, 100
100 , ,
,
100 ,
( defect ion rat e) , ,
,
,
: 64 000 5% ( 3 200 )
40 000 3 200 40 000 = 128 000 000
10% , 12 8000 000
,
, 1 280
,
, ,
, ,
5
,
,
191

.txt
, ,
5% , 25% 85% ,
, ,
413
:
( Relationship Market ing)
5
:
:
:
:
18-4
18-4
,
, H. J.
,
,
,
, ( United Air lines ) ,
,
?
,
1.
, ,
( Crest )
414
,
(Mon ey Back Guarant ee Program) ,
, , 6 ,
,
,
2.
,
,
,
, ( Ritz Car lton)
, ,
,
,
, 1994 ( Saturn )
700 000
,
,
3.
,
( Mckesson ) ,
( EDI )
, ( F ederal Express ) ( Powership Program)
20 000 , (UPS)
192

.txt
, 1 000
,
, ,
415
:
, , 20% 40%
, ,
,
,
,
,
,
,
, ,
, ( )
, ,
?, , ,
,
,
:
50 000 ? 100 ,
50 , 10
, 50 000
,
, 1 500
12 ,
10 10% ,
18 000
,
18-5
C1 ,
P 1 , P2 , P3C2 , C3
()
C3 ?
,
C3 , ,
416
18-5 /
,
( PIMS) ,
, ,
:,
,
( Per formance Quality) ( Conformance Qualit y)

(Mercedes )
(Volk swagen) ; , ,
( Conformance Quality)
50 000
, 15 000 ,
, ,
417
,
( T ot al Qualit y Management, TQM) 80

TQM TQM
TQM ,
193

.txt
TQM 80 , TQM
,
TQM ,
( Ret urn On Qualit y, ROQ) ,
,
,
:
, , ,

,
,

,
, ,
, ,
,
,
( 35% ) ,
,
,
418
,
, , ,
,
,
,
,
( Customer -centered Comp a ny )

,
( Customer Deliver ed Value) ( )
( Customer Lif etime Value)
( Customer Value Delivery System)

,
(Quality )
( Rela tionship Ma rketing )
( T ota l Customer Cost)
( T otal Customer Va lue)
(Value Cha in)

419
( 1) , ,
( a) ,
, , ( b)
?
( 2) ,
, , ?
( 3) ,
, ?
( 4) : , ?
194

.txt
( 5) :
( 6)( Just in T ime)

JIT ,
J IT
JIT ?
:
,
, ,
,
, ,
,
,
, ( Inc) (Out back )
,
,
,
,
420
16 , 32
140 17 1987
5 ,
,
,
,
, 25 54
, ,
,
,
, (Outback) ,
, ,
,
, :
, , ,
, A B
,
, 6 7 ,
5
, ,
,
1 , 16 ( ) , 1
30 125
, ,
,
39% , 36%
421
6 000 , 1/ 2
220 ,
12
,
25 000 5 45 000 /
10% , /
3 800 , 320 , 736 000 ,
118 000 , ,
5.4% , 30% 40%
70 80
,
55 210
1 , 4 5
,
195

.txt
, ,
( Lone Star ) 104 ,

, 260 ,
1991 3.50 1994 30
1996 , 350 10 , 3
,
( 1) ? ?
( 2) , ?
( 3) ? ?
( 4) ? ?
422

, : ( 1) ,
,
( 2)
,
( 3) ,
, ( F ederal Express )
1973 , ,
,
3
, , 40% , 1983 , 10 ,
1989 50 , 1993 80 ,
, ,
45% , , (United Parcel Service, UP S)
25% , (Arborne ) 14% , ( U. S. Post al Service)
8%
, ,
, ,
, ,
,
, ,

, 1987 ,
(Qualit y Improvement Process ) , : 100% ,
100% , 100% ,
,
( Service Qualit y Index, SQI ) ,
12 , ,
, , SQI ,
423
, SQI ,
185 96 000 200 ,
, ,
,
,
,
80 , ,
, , ,
1989 , ( F lying T igers )
, ,
90 , , 441
30 000173 :
,
, , 8
, 10 , 1994 ,
? , , 10
, ,
, DHL ,
,
DHL, UP S, TNT , , DHL
( Luft hansa ) ; UPS
, 175
,
1992 5 , 100
, 6 600 , 16
16 , ,
, , ,
196

.txt
,
,
:
, ,
, ,
, ,
, , ,
( Competitor Analysis) ,
( Competit ive Market ing Strat egies ) ,
424
,

,
, ,
, ,
, ? : ?
? ? ? ? 19-1
19-1
, ( Coca-cola)
( Pepsi) ; ( Cat erpillar ) (Komatsu)
,
( Buick) ( Ford) ,
(Mercedes ) (Hyundai)
,
,
, ,
, ,
,
( Compet itor Myopia) ,

, ,
,
, ,
?
,
,
,
(Dr Pepper ) ( 7-up) ,
425
,
, B&S ( Binney& Smith ) , ,
,
,
,
/
19-2/
( P&G ) ( Colgate-palmolive,
) 9 ; ( Lever brot hers , ) 3 ;
( Beecham, ) ( T opol) 2
,
, /
/19 35 36
197

.txt
19-2 /
, : ?
?
, ,
,
, ,
, ,
,
,
426
,
, , ,
/
, , ;
, ,
,
, ( St rategic Group)
, ,
(General Electr ic) (Whir lpool) (Mayt ag)
, ,
( Sub Zero) (Kit chen Aid) ,
, ,
, ,
, ,
,
, ,
, ,
,
,
,
,
? ,
, , ,
,
,
( Benchmarkin g) ,
,
427
, : ?
, ,
, ,
, ,
, ,
, ,
, , ,
,
,
, ,
, ,
198

.txt
1.
, ,
, ,
( Cust omer Value Analysis )

,
,
,
, ,
, ,
2.
, ,
, 70
, ( Baus ch & Lomb)
428
, , , ( Revlon )
-( Sch er ing-Plough) ( Johnson & Joh nson)
, (Vist akon ) ,
, 2 000 , ( )
,
,
,
1992 , ,
25% ,
,
3.
, ,
; ,
; ;
, ,
,
, , ,
, , ,
, , (Delta)
, , ;
( TWA) ( Continent al) (Amer ica Wes t ) )
,
,
, 1992 ,
,
,
,
, ,
, ,
, ; ,
( ) ( ,
, ) ; , ,
, ,
429
, ,
, ,
, ,
,
,
,

, ,
, ,
? ,
, ?
,
,
10 , 4
199

.txt
3 1 3 :
,
,
, IBM
,
, AFG
70% 75%

80%
( ) ,
( )
, ,
430
,
, (Michael T reacy)
( Fred Wiers ema ) ,
,
(Value Dis ciplines ) :
: ,
: ,
,
,
, (Nordst rom) ,
:
, , ,
, ,
,
, ,
, ,
,
, ,
,
, ,
, ,
, ,
,
, ; , ;
, ; ,
431
, ,
( Leading) , ( Challenging) , ( Following) (Niching)
19-3 , (Market Leader ) 40% ,
(Market Challenger ) 30% , ,
(Market Follower ) 20% ,
( Mark et Nichers ) 10% ,
19-3
,
, , ,
, IBM,
,
, ( Lever )
,
, ,
( ) (
) IBM( ) ( ) ( ) ( )
( ) ( ) ( )
200

.txt
, ,
432
,
( T ylenol )
( Bayer ) ,
, ,
; , ; ,
,
1.
, ,
, 80%
, , ,
, ,
( 1)
, ,
,
, ,
,
,
,
( 2)
WD-40
,
,
, , ,
(Arm & Hammer )
125 ,
, ,
1/ 2
( 3)
, ,
, (Michelin)
433
,
,
,
2.
,
, ; ( Bic) ,
; ;
?,
,
,
( Cont inuous Innovation) ,
; , ,
19-4 6
( Pos ition Defense)
,
, , ,
40% ,
19-4
,
, ,
, ,
( Preempt ive Defense) , , 80
, 1/ 3, 20
, , 50%
434
,
, ,
( Counter offensive Defens e) ,
, ( T ide Clorox)
, ,
17%
(Mobile Defens e) ,
, (Arms trong Cork )
201

.txt
( ) ,
, ,

, , ,
, ( Contraction Defense) ,
,
,
3.
,
,
4800 , , 4.9
, ,
, ,
,
,
, , ,
, ,
,
, ,
, , ,
,
,
,
, ,
,
,
435
( Colgat e) ( Avis ) (West inghous e) ( Pepsi Co. )
, ( ) ;
, ( )
1.
, ,
, ,
,
, (Komat su)
( CaterPillar ) (KimBer ly Clark s
Huggies ) ,
,
( Bic)
IBM
,
,
,
, ,
, :
,
2.
? 19-5
5 ( Front al Att ack ) ,
,
, (U nilever Co. ) 2 ,
5 , ,
(Wisk)
( Sunlight )
( Snuggle) ( Sur f ) ,
,
, 17
,
, ( F lanking At tack ) ,
436
19-5
, , 60 70 ,
,
,
,
,
( Encirclement Att ack)
,
202

.txt
,
, 400 , 2 300
,
( Bypas s Att ack ) ,
,
,
, ( Min olt a )
Maxxum , ( Canon) 35 SLR
20% , 30%
3
, (Guer r illa At tacks )
, ,
,
,
, ,
437
,
( ) ,
, ,
(Dial) , ( T on e)
( Pure & Natural) (Armour St ar ) ( Purex )
( St aPuf) ( SnoBol) ( Br illo)
:
, ??
, ( )
, ??
, ??
, 1990 ,
, 1/ 3
,
,

, ,
,
,
,
(Nichers) ,
, ,
, A. T . ,
,

?,
438
, ,
,
, ,
,
,
, , ,

, ,
-
, ,
( Mu ltiple Niching)
,
,

,
,
203

.txt
:
? , ( Compet itor -cent ered Company) ,
, ,
,
, ,
, ,
, ( Cus tomer-centered Company)
, ,
, ,
,
439
, (Market -cent ered Company) ,
19-6
19-6
, ,
,
, ,
, ,
,
, ,
,
,
,
,
,
,
: ,
,
,
, : , , , ,
,
, ,
,
440
,
,
( Benchma rking )
,
( Comp etitive Ad vantag e) ,
( Comp etitive Ma rketing Stra tegies)

,
( Comp etitor Ana lysis) ,
,
( Comp etitor-Center ed Comp a ny )
204

.txt
; ,
( Customer -Centered Comp any)
( Customer value a naly sis)

,
(Ma rket-Centered Comp a ny )
( Ma rket Lea d er ) ,
(Mar ket Cha lleng er ) ,
(Market F ollower ) ,
( Ma rket N icher )
( Stra teg ic Gr oup )
( 1)
?
441
( 2) ,
?
( 3)
,
( 4) ,
( 5) ?
( 6) , ( Lysol) (Woolite)
60% ,
, ?
:
, ,
( P amper )
, ( Crest ) , ( T ide) ,
?
1 :
L. ( Edwin L. Ar tzt ) 1985
(Olay) ,
, 1989 , 13
( Noxell) ( Cover Gir l) ( Clar ion )
, ,
1990 6 , 240.08 47.7%

, 32.2%
, 13.4% , 6.7%
,
,
58% , 1990
9 4 750
1991 , 1986 21%
23% (Maybelline' s ) 1986 19%
17%
442
2 :
,
, ,
,
,
, ,
,
, ,
, 90% ,
,
,
( Revlon) (Max Factor ) ( Betr ix )
(Almay) ( Char lie and Jon tue) ( Flex)
,
(U nilever ) 1989
( Faberge )
( Elizabet h Arden) ,
205

.txt
( Estee Lauder ) ( L'Oreal) ,
1990 47 (Gesparal, S. A. )
, 1989 53 ,
49%
, 80%
,
160 1991
4 , , 11 ,
8 ,
, ,
, , 2 800
, 2.37 , 3.4
6 75% ,
2 ,
3
,
,
443
62.5% ,
,
, M. ( Henry
M. Betr ix ) ( Eurocos ) ( Hugo
Bos s) ( Laura Biagiot ti)
3 :
, ,
( Revlon) ,
,
,
, , 2
,
, , ,
( ) 1991 2% , 1990
6%
,
, ,
, ,
, , ,
,
,
, , ,
,
, , ,
,
, (Avon)
, 1991 7.22 ,
1990 34.4% 34% 1990 20.4% 22.5% ,
, ,
, ,
, ,
3 , ,
444
, ,
,
4 :
, ,
1993
1994
, ,
, ,
, 1990
5.07 28%
(Kao) ( Sh iseido)
,
, 8%
10%
206

.txt
( Clinique) ( Ch an el) ,
5 :
,
,
126 30% 35% ,
, ,
, ,
( Revitalizing) , 35 ,
( 1) , ?
? ?
( 2) , ?
445
( 3) ,
?
( 4) , ,
?
( 5) ?
446

, : ( 1) ,
( 2) ;
, , ,
( 3) ,
,
( 4) : ,
70 , ( Apple Comput er )
70
, , 10
, 1.4%
, ,
(Macint osh) ,
,
,
,

, ,
, ,
,
, ,
, (NEC) 80 ,
80 , 15 ,
5 000 NEC , NEC 60%
1988 ,
,
, , ,
447
, ( Tosh iba)
, ( Sony) NCR( )
,
3 3 1 500 ,
,
(KanjiTalk) ,
, ,
( Broth er Indust r ies ) , (Kokuyo) , ( Mitsubishi) ,
( Sharp ) (Minolt a) ,
,
( JPSA) ,
1992 , 200 ,
, ,
207

.txt
, ,
,
6 ,
, T ,

,
,
, ,
16% , NEC ( 53.4% )
,
, ,
,
, ,
, , ,
,
448
21
90 10
,
, , IBM( Kodak )
(Nes tle) ( Sh ell) ( Bayer )
, ,
,
, ,
, ( T oyot a) (Norelco)
,
( Bant am) , -( Baskin-Robbins ) ,
, ( Firest one) , (Kiwi) , , ( Carnat ion) ,
( Pillsbu ry) 6(Motel 6)
, ,
, ,
,
, ,
,
: (Gillete) ( Colgate) IBM( Corning)
( Cat erpillar ) 3M( )
,
, 5 12% ; 30 1 000
60%
,
,
, ,
,
,
: ( 1)
? ( 2) ?
? ( 3) ? ( 4)
?
, ,
449
, , ,
, ,
, , ,
, ,
,
, ,
, , (Global Indust ry) ,
, ,
(Global Firm) ,
,
,
, ,
, ,
,
,
208

.txt
,

20-1 , 6
20-1

,
20 , , ,
,
,
, ,
450
( Int ernat ional T rade Sys tem)

,
( T ar iff)
(Quot a) ,
( embargo) ( Boycot t) , ,
( Exchange Cont rols) ,
( Nontar iff T rade Bar r iers ) ,
,
,
, Mikan ,
: ,
, ( General Agreement
on T ar iffs and T rade)
1.
(GAT T ) 45 ,
1948 , ( 117 ) 8 GAT T
, 7
45% 5%
GAT T , , 7 1993
,
30% , 10% , 2002
2 700 GAT T ,
, GAT T
,
GAT T
2.
( Free T rade Zones ) ( Economic
Communities)
( European Union EU ) EU ,
3.2 EU ,
1957 ,
1985 ,
, 1989 1994 1 ,
451
(Nor t h Amer ican F ree T rade Agreement , NAFTA)
3.6 , 6.7
15 , NAFTA 3
NAFTA , 13% ,
6%
, MERCOSUL
,
NAFTA
, ,
,
( , )
, , NEFTA
, ,
,
, ,
:
( Indus tr ial Structure) ,
:
( Subsis tence Economies ) ,
209

.txt
( Raw-Mat er ial-Expor ting Economies )

,
( ) ( ) ( )
,
( Indus tr ializing Economies ) ,
10% 20% ,
,
,
( Industr ial Economies )

,
452
,
( Income Dis tr ibut ion )

: ( 1) ; ( 2) ; ( 3) ;
( 4) ; ( 5)
, ,
,
7 ,
: (
2 500 ) , ,
??, 600 ,
1 000
,
,
: ; ;
1.
,
,
,
, 80% ,
1977 60%
,
2.
, ,
,
,
3.
, ( Blocked Cur rency)

,
,
453
,
, ( Count er t rade)
, 25% ( Bar ter )
( Compens ation T rade) ( Buyback ) ,

, ( Goodyear )
, ( Counterpurchas e) ,
,
,
-( Daimler-Benz)
30 , 150 , 150
,
, ,
, SGD SGD
-, (Global Motors Inc. ) 4
(Yugo) ,
SGD ,
, , SGD
4.
: ,
,
210

.txt
,
,
,
:
, , ,
, ,
,
, ,
454
, , ,
,
,
, , ,
, ,

, ,
,
, , IBM
,
;
; ;
, ;
, , ,
,
?
? ?
?
?
,

,

, ,
, ,
,
, ( Bulova)
, 100 , ,
455
, 4 000 ,
,
, , :
10
, ,
,
:
, ( P izza Hut )
, , ?
: ? ?
?
?
,
20-1
20-1
1. 4.
211

.txt
2. 5.
3. 6.

,
3 , ( Expor ting ) , ( Joint Ventur ing ) ( Direct
456
Investment ) 20-2 3 , ,
20-2
,
( Expor t ing)
,
,
,
,
( Indirect Expor t ing)
, ,

,
(Direct Expor t) ,
,
,
, ,
, ,
, ,
( Joint Vent ur ing)
4 :
1. ( Licensing)
,
, ,
( Bott lers) ,
, ( Budweiserbeer ) (Kir in ) ,
( Lady Borden ) ( Meiji )
(Mar lboro)
45
457
10% 5%
, (Wal-Mar t) ( Cifra)
, , ,
2.
( Cont ract Manufact ur ing)
, ( Sears )
,
,
, ,
3.
(Management Contract ing) , ,
, (Hilton)
,
,
, ,
,
212

.txt
4.
( Joint Ownership) ,
,
,
,
,
, ,
, ,
(Direct Investment )
, ,
,
,
, , ,
458
, ,
,
, ,

,
( Standardized Market ing Mix)
, ,
,
,
, (Adapted Market ing Mix )

, ,
, ,
,
,
,
,
,
,
,
20-3
,
, ,
( 20-3)
,
( St raigh t Product
Ext en sion ) ,
459
,
(Kellogg) (Heineken) ( Black & Deck er )
(General F oods)
, ,
,
, ,
( Product Adapt ation) ,

,
( ) ( ) (
) , (Mis ter Donut )
, ,
, ( Levi' s ) ,
, ,
; , ( IBM)
, IBM
20
( Product invention)
,
(National Cash Regist er ) ,
,
213

.txt
( Swift ) ( Mons an to ) ( Archer Daniels
Midland) , ,
, ,
:
( Exxon ) ( , )
, ,
, Snap, Crackle, Pop,
Patchy, P itch y Pu tch y
; ;
, (Helene Cur t is)
460
( Every Night ) ( Every day) ,
( Bran Buds ) ,
( Communication Adapt ation) ,

( Schwinn ) ,
, , , ,
,
, ,
, 4 ,
, ,
,
,
-
? ,
, ,
,
, ( Gucci)
60 , 240 , ?
( Pr ice Es calation) ,
,
2 5 , 30 ,
63 , 88 1 000 ,
1 000 10 000 , 47 000
, , ,
, (Dumping) ,
, ( Har ley-Davidson )
(Honda) (Kawas aki)
, 5 , 1983 43% ,
1988 10% ,
,
,
, ,
461
,
174 , 270 ,
,
,
, ,
, ,
(Wh ole-Channel View)

20-4 3
( Seller ' s Headquar ters Organizat ion ) ,
, , ,
, , ,
,
20-4
,
, , ,
,
,
,
214

.txt
, ,
, , ,
,
, ,
462
, ,
, ,
, , ,
,
, ,
,
,
, , ,
,
, , ,
,
,
, ,
21 , ,
, ,
,
, ,
,
,
,
,
, ,
, , ,
,
, ,
, ,
463
, ,
,
(Ad ap ted Marketing Mix )

, , ,
( Communication Ad ap ta tion)
( Contra ct Manuf acturing )
( Counter tra de)

( )
(Direct I nvestment)
( E conomic Community)
( Embarg o)
( E x change Controls)
( E xp or ting ) ( )
( )
(Global F irm) ,
,
(Global Ind ustry)
( J oint Ownership ) ,
215

.txt
( J oint Venturing )
( Licensing )
,
(Manag ement Contra cting )

, ;
464
(N onta rif f T ra de Ba r riers)
( P rod uct Ad ap tation)

( P rod uct Invention)
( Quota ) ;
( Stand ard ized Marketing mix )
( Stra ig ht P rod uct E x tension)
( T arif f )
(Whole-Cha nnel view)

,
( 1) ,
,
( 2) , : ( a) , ( b) ,
( c)
( 3) (Honda) ,
( a sh opping car t wit h a mot or ) ( : car t
, ) ; ( Subaru) ,
,
IBM
?
( 4) , : (Nikon )
( 5);
, ?
( 6) ? ( a ) 3
; ( b ) ; ( c)
(Dodge)
465
( Har dee' s) :
21 ,
, ,
, :
,
, 70% ,
, 300 ,
150
, ,
(Del T aco Korea Co. ) :
, ,
, ,
,
, , 4
1 080 , 51 ( 11.2 )
, (Wendy' s ) 13 , ( Burger King) 12
? 1991 ,
129 ,
, 73.5 ( 100) , 27 ,
79 84.5 , 9
, 83.5 100 63 ,
50 47 , 50 36.5
, ,
700 100
,
1986 18% ( )
( ) ,
, ,
,
216

.txt
466

, 14.6 1, 1.61 1,
0.36 1
, ?
: ,
1986 , 141% ,
, 12 400 , 10% ,
,
, ,
, , ,
, ( F ranchis ee)
, ,
, ,
,
1986 50 50
90 14 , 1988 ,
, ,
, ,
( Coors Brewing Co. ) ,

,
( Jinro Lt d. ) ,
, 1994 5%
6%
,
, ,
, 15% ,
( ) , ,
,
3 (Miller ) ,
, ,
467
,
( Car lsberg )
( Budweiser )
, ( Ralston Pur ina)
1 000 , ( Ch ex )
, ,
, 25
,
,
, 2 000
, 500 ,
,
,
, ,
, ,
, ,
,
, ,
, ,
, , ,
, ;
; ,
?
( 1) , ?
( 2) ?
( 3) , ?
?
( 4) , ?
( 5) ? ?
217

.txt
468

, : ( 1) :
( 2) ,
( 3) ,
( 4)
(Walt Disney) ,
2 900
10 , 150 000
, ( Epcot ) , -MGM
?
50
,
, ,
, ,
, :,
, ,
,
( Michael
Eisner ) :,
, ,
,
, 60%
? 4p,
, ;
,
( Or lando) , ,
, ,
469
, ,
( ) ( ) ( )
( ) ,
, ,
,
, , ,
?
7 ? ,
, ,
: , ;
20
( Cross Utilization) ,
, ,
,
, , ,
,
,
, ,
, ,
10 ,
5 , 100 50% , ,
,
( Gross Domestic Product ) 74% 1970 , 55% ,

1993 , 79% 2005 ,
, 1/ 4
470
30% , , ,
,
, , ,
, ,
218

.txt
,
?,
( EatOutIn ) ? , ( Busy Bodys
Helper ) ? 72
( T ender Sender )
:6
, ,
,
, 21-1 8
5
21-1
(AT&T ) ( Citicorp)
( Fleming Companies ) ( Bank America)
( Super Valu Stores) (Nat ions Bank)
MCI ( MCI Communication) ( Chemical Bank)
( McKesson) J. P . ( J. P. Morgan)
( Fedeval National Mort gage As sociat ion)

(H. F Ahmanson)
( Salomon) ( Great Wes tern Financial)
(Merrill Lynch) (Golden Wes t Financial)
( Travelers ) (Glendale Federal)
(American Int ernat ional Group) ( California Federal Bank )
471

( Prudential of America) (Wal-Mart )
(Met ropolitan Life) ( Sears )
( Teachers Insurance and Annuit y) (K mart )
(Kroger)
(New Yor k Life) J. C ( J . C. Penney)

(Unit ed Parcel Service) (GTE)
AMR ( Bell Sout h)
(UAL) ( Bell Atlantic)
(Delt a Airlines ) NYNEX
CSX ( Pacific Gas and Electric)
, ,
,
,
, 4 :
21-1
21-1 4
1.
( Service Int angib ility ) ,
, ,
,
,
,
,
472
, ,
: ; ;
; ; ;
; ,
,
,
2.
, , , ,
( Service Inseparabilit y)
, ,
,
,
219

.txt
,
( ) , ( )
,
,
, ,
3.
( Service Var iabilit y) ,
, ( Ritz-Car lton)
(Mar r iot t) ,
, ,
4.
( Service Per ish abilit y)
, , ,
, ,
, , ,
,
473
,
, ,
, , ;
,

,
, ; ,
,
,
,
, (
) ( )
, ( )
,
( ) ,
, ,
,,
, ,
, ,
,
, ,
, -
( Service-Profit Chain ) ,
5 :

, ,
,
,
, ,
474
:
, 3 :
3 , ?
,
,
,
, 4 p
21-2 3
21-2
220

.txt
( Internal Market ing)
,
,
,
( Interact ive Market ing)
, ,
, ( Tech nical
Qualit y) ( ) , ( Function Quality) (
) ,
, ,
, , ,
3 :
1.
,
, ,
(Offer )
( Innovat ive F eat ures )
,
475
,
, ,
, ,
3
,
, , ,
,
,
( T he Travelers' ) ,
(Merr ill Lynclh' s) (Allstat es )
2.
, ,
,
( Amer ican Express )

:, !
( Perceived Service)
( Expected Service) ,
,
, ,
( Zero Customer Defections )
,
,
,
,
, , ,
( Service-Delivery)
, , ,
, ,
, , ,
,
, , ,
,
476
,
, 7 ,
(Mar r iot t Deser t Spr ings)
,
, ( Cus tomer Obs es sed)
221

.txt
,
(Delt a) ,
,
, 96%
,
( Citibank ) 10 ,
98% , , 6. 4
, 10 , 40 , 8
, 100% ( Defect-Free
Service)
,
,
70 , ART (
Accuracy, Responsivenes s T imeliness ) ,
,
,
, ,
3.
,
, ,
(Health Main tenance Organizat ions HMO) ,

,
477
, ,
, ,
, , ,
,
,
, ,
,

, ( )
, ,
60%
, , ,
(Deut sch e) 41 ,
, ,

, (Visa ) (Mas ter )
,
,
,
, 20 , 80
,
, ,
, 10
50%
,
,
,
,
,
478
,
, ,
, ,
,
,
,

,
222

.txt
, ,
,

(Organizat ion Marketing)
,
, ,
21-3
( organizat ion image)
,
21-3
,
,
21-3 ,
479
,
,
, , ,
,
( Corporate Image Adver t ising )

,
(Wast e Managemen t) , ,
,
,
,
, ,
,
,
: ,
,

( Person Mark et ing)
:
(Michael Jordan ) ,
, ,
, 10 ,
, ( ProSer Inc. ) ,
,
480
, , , ,
, , 1993
, 1995 ,
, ,
,
1984 ,
8 , 50%
, (Quaker ' s )
( Sara Lees Hanes)
3 400 ,
2000 :
, ( :
)

223

.txt
, (
, , ) ( , ,
) ( ,
, )
(Durabilit y) 21-4 A
, , ,
, , 21-4
, , ( 21-4 B) ,
, ( :
, 1927
, 1969 ) ( Come
Back ) ( 21-4 C) , , , ,
( T ony Bennett ) ,
(Met eor Pat tern) ( 21-4 D) , , ,
,
, , , ,
,
,
, ,
,
481
21-4

( Place Market ing)
( Bus iness Site Marketing )

,
, , ,
, ,
, ,
,
,
( T our ism Market ing) ,
,
; , M! CH! GAN;
! ;
, , ,
(Demarket ) , ;
482
;

, , ,
, , ,
,
,
( Social Marketing) , ,
( ) ,
( ) (
) , ( )
,
, ,
10
15% 5% , ,
,
, ,
, , ,
, ,
,
,
,
,

,
224

.txt
;
483
; , ; ,
, ,
, ,
, ,
,
, ,
, ,
,
, ,
, , ,
( I ntera ctive Ma rketing ) ,
( Internal Ma rketing )
, ,
(Org a niza tion Ima g e)
(Orga niza tion Ma rketing )
( P erson Mar keting )

( P lace Marketing )
( Service)
( Service Insep a ra bility )
, ,
( Service I ntangibility )
,
( Service P erisha bility)
( Service Variability)
,
484
( Socia l Marketing ) ,
( 1) ,
??
( 2) ?
( 3) , ,
?
, ?
( 4) ,
?
( 5) , ,
, !
?
( 6) ,
?
( City Year ) :
9 , , 19
, 4 ,
, T ,
,
, 17
,
7
,
,
, , 19 ,
485
, , ,
225

.txt
, , ,
, , ? :
, ,
, , ,
90 8 ,
15 , 10
T
?
,
, ,
(General Equ ivalency Diploma, GED) , ,
, 6
, 1
, ,
T , ( City Year )
9 ,
, 1988 ,
, 30 , ,
:
,
,
, 1 ,
: ?? , ,
, 3 500
,
, ,
,
1987 ,
E. F . ( Hut ton)
, ,
486
1988 9
, 1989 1990 50 ,
50
, , ,
, 5
, T ,
, , ,
,
, , 20
, ,
, ,
, ,
,
,
,
, :
T ,
20 4 : , ,
( Baind Company)
, 1989 1990
50 17 22 , 10
, 9 6 ,
, ,
,
, ,
, , ,
9 , 100
, 5 000 , 5 000 ,
2 5002 500 ,
, ,
, ,
,
110 1989 1990
487
226

.txt
, , ,
( Reebok Intenuational) , ( Echoing Green F undat ion ) (
) 15
1989 1990 57 , 44 ,
, , :
:
, , ,
1989 1990 ,
1990 1991
, :
, ,
,
,
, 70 1990 1991 ,
600 , 1991 1992 100
80 , ,
( Public-Service
Ent repreneurship )
, ,
/ (
2. 5 , )
, ( Psychic
Income) ,
, ,
4 : ( 1)
; ( 2) ;
( 3) ; ( 4)
:
2. 5
?
,
,
488
? , , ? ,
( 1) ? ?
( 2) ?
( 3) ?
( 4) ?
( 5) ?
( 6) , ?
?
489
:
, : ( 1) ,
( 2) :
( 3)
,
( 4) ,
:
( 5)
(Gerber )
13 , 70% ,
30 250 ,
, ,
,
4 , ,
,
,
( T ylenol Scares ) ,
,
,
227

.txt
, ,
, ,
( Con tac) (Gat orade)
,
, 70 ,
490
,
, ,
, , 1. 5 ,
, ,
,
,
, ,
, 200
, ,
,
, : ,
? , ,
,
,
,
,
, ,
, , ,
, ,
, , ,
: ,
? , ?
, ?
?,
,
,
, (
491
22-1) ,
, ,
,
22-1
1.
3
, ,
( 1)
, ,
, ,
? : ,
; , ,
, , , ; ,
, ; , ,
, 1%
, , ,
(Home Depot )
( 2)
, 12
100

492
40%
,
, : ,

,
, ,
,
, ,
, ,
, ,
228

.txt
, , , ,
,
( 3)
,
5 , 40 ; ;
: ,
, ( Bet ter Bus ines s Bureau )
, ,
,
2.
,
3 :
,
, , ,
, 1938 -
( Federal T rade Commission, FT C)
, P latformate,
Platformate ,
Plat format ePlatformate
,
, , ,
,
493
, ,
( T heodore Levitt ) ,
:
, ??
, ???? ,
, ??
3.
,
,
,
, ,
4.
,
,
,
??
??
??, ??,
, ,
90 ,
( 1/ 13)
(Dunkin Donuts ) , ??
,
, , ,
( Con sumer Repor ts ) :
, , ,
494
, ,
,
5.
,
,
,
, ,
229

.txt
,
: ,
, ,
,
, ,
, ,
, ,

6.
,
,
, ,
, ,
, ,
,
, , ,
,
, ,
1.
495
, 80 ,
, ,
90 , 80 ,
, ,
: ( 86% ) , ( 84% ) ,
( 69% ) ( 66% ) , 85%
, , ,
, ,
, ,
,
,
, ,
, ,
, ,
, ,
,
,
2.
( Pr ivate Goods )
( P ublic Goods ) , ,
, ( )
( ) ,
,
,
, ,
3.
( Cultural Pollut ion )
; ; ;
( ) ,
496
: ,
,
,
( Vogue) ( For tune) ,
, ,
,
4.
230

.txt
, :??
( Nabis co)
, ? ??
,
,
, , ( St andard Oil) 1911
; 20 ( U pt on
Sinclair ) ; ( Ralph Nadar ) ,
;
, , R. J .
, ,
,
3
: ,
,
, , 10 , R. J .
( R. J . Reynolcls) ( Nabis co) ; ( Philip Mor r is )
; -( RichardsonVick s) (Noxell) ; ( Carnat ion ) ;
(Quak er ) -( St okely-Van Camp)
, ,
:
;
497
; ,
, ,
,
,
, ,
, ,
, ,
,
,
?

, ,
,
,
30 ,
60 , ,
, ,
,
, ,
? , ( Consumer ism)
, ,
:
, ;
,
,
,
,
498
,
:

, ,
,
, :

,
231

.txt
,
( ) ( T ruth in Lending) ; (
) (U nit Pr icing) ; ( ) ( Ingredient Labeling) ;
( ) (Open Dat ing) ( ) ( T rut h in Adver tisin g)
: , ;
:
( ) ( ) , ,
,
, , ,
( En vironment alism)

,
,
,
,
499
,
, , ,
,
, ,
90
( Ear th Decade) , 10
(Green Marketing)
, ,
,
, , 1970 , 20
, , (Nor t h Amer ican
F ree T ade Agreement NAFTA)
, 15 ,
,
,
,
, ,
, , ,
22-2
500
, ,
, ,
,
22-2

,
,
, ,
( Enlight ened Marketing) ,

5 : ,
, ,
1.
:
,
:
232

.txt
????
??,
,
, ,
2.
,
P&G :
( Lever Bros ) ( Wisk) 30 ,
501
32 P&G ( Era)
( Solo) ,
, 12 ,
P&G ,
18 , ,
,
3.
,

, ,
,
4.
( Sense-of-Mission Markeing)
,
, ( Joh nson & Joh nson)
( Band Aids )
:
,

, ,
,
5.
, ,
, ,
,
,
22-3
(Deficient Products ) , ,
( Pleasing Produ ct )
( Salutary Product s)
502
( Desirable Product s)
22-3
,
(Harvest Burgers ) :
ADM
(Mot her T eresa)
, ADM ,
,
ADM ,
30
75% , 40% , 30% ,
, ADM
,
, 1 ADM ,
1 300 , ADM
, ,
, , (Nutrasweat )
P&G
,
( Corporate Market ing Eth ic Policies )
233

.txt
22-1 10
,
, ,
, ,
,
,
,
503
,
, ,
,
22-1
1. ,
, , ?
2. ,
, ?
3.
, ,
?
4. ,
?
5.
,
, ?
6. ,
, ?
7. ,
, , ,
?
8. (A) ,
( B) , ( C)
, , C, B A, ?
9. ,
,
, ?
10.
, , ?
, :
, , ,
, ! :
,
,
, ,
504
,
,
:

( John Hancock Matual Life Insurance Company)

,
,
:
, ,
,
?? ,
, ,
,
, (Amer ican Marketing Association )
, 22-2
, 1 000 , 40%
, 1/ 3 , 200
,
, 10% ,
22-2 ( Code of Et hics)
234

.txt
,
:
,
: :
1. : ;
2. ;
505
3. ;
4.
:
1. ;
2. , ;
3. , , /
:
1. ;
2. ;
3. ;
4. , :
;
;
:
;
, ;
:
;
;
:
;
;
:
;
, ;

,
;
1. ;
2. ;
3. ,
;
4. ,
(AMA) ,
506
:
,
, :
??
,
, (Wh ir lpool)
R. :,
??, ,
, , ,
,
21 ,
,
, ,

,
, ,
,
,
,

,
, ,

235

.txt
,
, ,
507
,
,
,
, ,
,

,
, ,
, 10
,

,
,
, ,
,
, ,
,
, ,
,
7 , ,
, ,
, ,
,
508
, ,
, ,
,
, , ,
,
, ,
,
( Consumerism) ,
( Consumer -oriented marketing ) ,
(Def icient p rod ucts)

(Desira ble p roducts) ,
( Enlig htened ma rketing ) ,
509
5
( E nvironmenta lism)
236

.txt
( I nnova tive marketing )
( P lea sing p r od ucts) ,
( Sa luta ry p r od ucts)
( Sense-of -mission ma rketing ) ,
( Societal ma rketing ) ,
, , ,
(Value marketing ) ,
( 1) ,
? , 1986 ,
( 2) ?
P&G
( 3) (Dow) , : ( 1)
( 2) ?
?
( 4) P&G ? ?
( 5)
?
( 6) , ?
, ?
:
510
(Nes tlS. A. ) (Vevey) , ,
250 50 383
; ( Nes cafe ) , ( T aster ' s
Choice ) ( Hill Bros ) ; ; ( Beech Nat )
; ( St ouffer Foods ) ( Fr iskies ) , ( F an cy Feast )
(Might y Dog P et Foods ) 1985 , ( Carn at ion
Co. ) , ( Coffee Mat e) ,
70 80 , ,
,
,
,
,
1977 , 1984
, ( WHO)
,
( )
,
, ,
,
, ,
,
, , 1987 ,
, ,
,
200 14
16 ,
,
( Similac Isomil ) 53%
, -( ) 36% ,
(American Home Products ) ( SMA ) 11%
8% 9% ,
, 1988 ( Good
Star t ) ( F ollow Up) ,
6
511
, :,
237

.txt
,
,
,
,
,
,
,
, , ,
15% 20% ,
, 1% 2% ,
, ,
7 ,
765 ,
,
,
, -
, , ,
, ,
, ,
,
, ,
,
,
1989 8 -
, 90 ,
1990 ,1% ,
2% ,
, 1991
,
, ,
512
,
, ,
, ,
,
,
, ,
,
,
, ,
, , ,
,
10
, 3 : ( 1) ;
( 2) ,; ( 3)
, ,
, ,
, ,
, ,
,
, ,
,
,
( 1) 22
? , ?
?
( 2) ?
( 3) ?
238

市场营销原理

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, ( T rans act ion)

( T ransaction Marketing) ( Relationship Marketing)

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(Market ing concept ) ,

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( Johnson & Joh nson )

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( Customer S atisf action)

( P rod uct Concep t) , ,

( T ota l Quality Ma na g ement)

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( Levi Straus s) ( Bavar ia, Germany)

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(Vision) ( Sony) Akio Mor it a

, ( International Minerals and Chemical Corporation)

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(General Electr ic)

( 3) ( Quest ion mark)

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( market leader ) ( Coca -Cola)

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, 4Ps: ( Product ) ( Pr ice)

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(Ma rket P ositioning )

(Ma rketing Aud it )

(Ma rketing Imp lementa tion)

(Ma rketing Mix )

(Marketing Stra tegy) ,

(Mission Sta tement) ,

( P or tf olio Analy sis)

( P rod uct Develop ment)

( Stra teg ic Business Unit, SBU) SBU ,

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(Hous ton Effler & Par t ner Inc. )

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( value delivery system)

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( market ing int ermediar ies )

( 4) ( cit izen -action publics )

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( nat ural environment ) ,

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( techn ological environment)

, IBM AT&T , R&D

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(Ma rketing E nvironment ) ,

(Ma rketing I ntermed ia ries)

1902 , ( Jams e Cash Penney) ( Kemerer ,