Professional Documents
Culture Documents
2006
339.138+366.1
65.290-2+88.5
49
:
- . , . .. (
, - );
. . , . .. (
)
49
, . .
: . .: ,
2006. - 525 .
ISBN 5-98118-174-5 ( .).
CIP .
,
, ,
. , , ,
, ,
.
,
.
,
.
.
339.138+366.1
65.290-2+88.5
. Despegue (1968 .)
ISBN 5-98118-174-5
. ., 2006
, 2006
I. ............
1. ................
2. ,
.....................
II.
3. : -
. ...............
4. . ..............
5. ...........
6. . ................
17
19
33
57
59
120
161
193
III. . .......
7. ......................
8. , .....
9. , .............
10. ,
.....................
11. . .................
207
209
237
267
IV. .........
12. ................
13. ...........
14. ....
15. ..............
16. .......................
17. ................
339
341
351
360
375
388
402
V. :
18. ...........
19. , ......
.....................
................
. ...........................
........................
297
319
415
417
443
465
502
512
512
.............................
14
I
1. .. ..............
19
1.1. : .....
19
, ,
.......................
20
1.2. . ...................
22
...............
23
..................
26
......................
28
(B2C) (B2B) 31
........................
32
2. ,
33
2.1. ....................
33
. .............
33
...............
36
; CRM, call- . .....................
38
CRM - CMR .....................
48
2.2. . ......
51
.......
51
.......
53
........................
56
II
3. : -
......................
3.1. ; . ...
, ..........
............
59
60
61
65
7
.................
68
3.2. .........
69
............
69
. ..........
71
. .......
74
3.3. . ....................
76
...............
78
....
83
..........
86
3.4. . ..............
87
, . ..........
90
, ...........
94
, ............
97
3.5.
.......................
99
..........................
102
......................
105
. .........................
107
. .......................
109
...........................
110
........................
111
..........................
112
3.6. - . .
113
-/
................
115
. ........................
119
4. . ................
120
4.1. ..............
120
4.2. ................
123
..................
123
.............
124
..................
127
4.3. .................
129
4.4. .................
133
, ,
- ..............
133
(14%). ................
138
(70%). ................
141
(16%). ................
144
4.5. ................
145
.............
146
. .............
149
.......... 154
4.6. . . . . . . 154
4.7. ;
. . . . . . . . . . . . . . . . . . . . .
156
. . . . . . . .
156
. . . . . . . . . . . . . . . .
157
. . . . . . . . . . . . . . . . . . .
158
. . . . . . . . . . . . . . . . . . . . . . . . .
159
5. .............
161
5.1. . . . . . . . . . . . . . . . . . . . . . .
161
5.2. . . . . . . . . . . . . . . . . . . . . .
163
. . . . . . . . . . . . . .
163
. . . . . . . . 164
. . . . . . . . . . . . 164
5.3. . . . . . 165
. . . . . . . . . . . . . . . . . 165
. . . . . . . . . . . . . . . . . . . 165
, -, . . 168
,
. . . . . . . . . . . . . . . . . . . .
169
. . . . . . 170
5.4. . . . . . . . . . . . . . .
172
. . . . . . . . . . . . .
173
. . . . . . . . . .
173
. . . . . . . . . . . . . . . .
176
. . . . . . . . . . . . . . . . . . . . . . . . .
179
5.5. . . . . . . . . . . . . . . . . . . . . .
184
. . . . . . . . . . . . . . . . . . .
184
. . . . . . . . . . . . . . . . . .
185
. . . . . . . . .
188
. . . . . . . . . . . . . . . . . . . . . . . . .
190
6. ..................
193
6.1. . . . . . . . . . . . . . . . . . . .
193
6.2. . . . . . . . . . . . . . . . . 194
6.3. ; . . . . . 199
6.4. . . . . . . . . . . . . . . . . .
202
. . . . . . . . . . . . . . . . . . . . . . . .
205
III
7. . . . . . . . . . . . . . . . . . . . . .
7.1. . . . . . . . . . . . . .
209
209
7.2. . . . . . . . . . . . . . . . . . . . . . . . . .
212
7.3. . . . . . . . . . . . . . . . . . . . . . . . . . .
215
...................
216
.................
219
. . . . . . . . . . . . . . . . . .
220
7.4. . . . . . . . . . . . . . . . . . . . . . . . .
221
..............
223
...............
224
................
224
........
226
7.5. . . . . . . . . . . . . . . . . . . . . .
226
7.6.. . . . . . . . . . . . . .
228
- ....................
228
-. .....................
229
....................
230
. .............
231
. ................
232
..............
233
. . . . . . . . . . . . . . . . . . . . . . . .
235
8. , . . . . . . 237
8.1. . . . . . . . . . . . . . . . . . . . . . .
237
8.2. . . . . . . . . . . . . . . . .
238
: ,
...................
240
: ,
, ................
247
8.3. . . . . . . . . . . . . . .
248
......................
250
.... ....................
254
..................
255
.................
257
. ......................
258
8.4. . . . . . . . . . . . . . . . . . . . . . .
258
......................
258
...................
259
. ...................
261
8.5. . . . . . . . . . . . . .
263
........................
265
9. , . . . . . . . . . . . . .
9.1. . . . . . . . . . . . . . . . . . . . . .
9.2. . . . . . . . . . . . . . . . . . . . . . .
McClelland
267
267
271
271
10
Maslow . . . . . . . . . . . . . . . 272
McGuire . . . . . . . . . . . . . 273
9.3. . . . . . . . 277
,
. . . . . . . . . . . . . . . . . . . . . . . . . .
277
,
. . . . . . . . . . . . . . . . . . . . . . . .
281
9.4. . . . . . . . . . . . . . . . . . . . . . . . . . .
283
. . . . . . . . . . . . . . . .
283
. . . . . . . . . . . . . . . . . . . .
284
. . . . . . . . . . . . . . . . . . .
285
. . . . . . . . . . . 288
9.5. . . . . . . . . . . . . . . . . . . . . . . . . . . .
290
. . . . . . . . . . . . . . . . . . . . . . . 292
293
. . . . . . . . . . . . . . . . . . . . . 294
. . . . . . . . . . . . . . . . . . . . . . . .
295
10. ,
......................
297
10.1. . . . . . . . . . . . . . . . . . . .
297
10.2. . . . . . . . . . . . . . . . . .
301
10.3. . . . . . . . . . . . . .
303
. . . . . . . . . . . . . . . . . . . . . . . .
303
VALS VALS 2 . . . . . . . . . . . . . . . . . .
304
LOV. . . . . . . . . . . . . . . . . . . . . . . .
308
. . . . . . . . . . .
309
10.4. . . . . . . . . . . . . . . . . . . . .
312
. . . . . . . . . . . . . . . . . .
312
. . . . . . . . . . . . . . . . . . .
314
. . . . . . . . . . . . . . . . . . .
316
. . . . . . . . . . . . . . . . . . . . . . . . .
317
11. ...................
319
11.1. . . . . . . . . . . . . . . .
319
. . . . . . . . . . . . . . . . . . . . .
320
. . . . . . . . . . . . . . . . . . . . .
322
. . . . . . . . . . . . . . . . .
323
11.2. . . . . . . . .
323
11.3. . . . . . . . . . . . . . . . .
325
. . . . . . . . . . . . . . . . . . 327
. . . . . . . . . . . . . . . . . .
331
. . . . . . . . . . . . . . . . .
332
. . . . . . . . . . . .
332
11.4. . . . . . . . . . . . . . . . . . . . .
. . . . . . .
. . . . . . . . . . . .
. . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . .
11
334
334
335
336
337
IV
12. ..................
12.1. . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . .
12.2. . . . . . . . . . . . . . . .
. ..................
. ..................
..................
..............
................
. . . . . . . . . . . . . . . . . . . . . . . .
13. .............
13.1. . . . . . . . .
13.2. . . . . . . . . . .
13.3. . . . . . . . . . . . . . . . . . .
...............
..............
..............
. ..................
. . . . . . . . . . . . . . . . . . . . . . . .
341
341
342
343
344
345
345
346
346
347
347
349
351
351
351
354
355
356
357
358
358
14. ....
14.1. ...............
14.2. ........
........
..............
........
14.3. ...................
...............
................
..................
.............
. . . . . . . . . . . . . . . . . . . . . . . .
360
360
361
362
364
364
367
367
369
370
371
373
12
15. ...............
15.1. . ...'.........
15.2. . ....................
15.3. ......................
...........
. ............
15.4. ..........
........................
375
375
376
378
379
382
384
386
16. ........................
16.1. . ...........
16.2. ............
..
.......
16.3. .............
........................
388
388
390
391
395
397
400
17. .................
17.1. .................
17.2. ........................
17.3. .........................
17.4. .......................
............
. ...............
,
........................
. ........................
402
402
403
406
408
408
409
411
413
V
:
18. .............
18.1. (B2B) ...............
............
................
18.2. .......
18.3. .....
18.4. ; .....
18.5.
18.6. ..............
. ........................
417
417
418
420
422
426
427
436
440
441
19. , ..
19.1. , ....
............
443
443
443
. . . . . . . . .
. . . . . . .
. . . . . . .
19.2. .............
......................
13
446
449
452
456
461
.
080111 ......
.....465
B. . ...........
478
1. Microsoft
(2002 .) ................
478
2. : (2002 .) 482
.
...............
489
D. /
499
...........
502
. ......................
512
. ..................
517
,
. ,
,
, , .
, , . ,
,
, , .
, .
, ,
.
.
, ,
.
, Consumer Behavior
,
. MBA (Master of Business Administration)
(Bachelor of Business Administration) , .
.
1968 .
40 .
- .
- .
. -
15
,
-
.
, ,
,
, , ,
, - -, -
. ,
-.
, .
:
, , .
,
,
.
, , , , ,
.
,
, /,
. , ,
, , , , ,
, ,
. ,
,
, , ,
.
16
,
,
,
. ,
,
, .
I
1.
1.1. :
1.2.
2. ,
2.1.
2.2.
I.
1.
, , ,
,
, , , .
, ,
, , ,
,
() .
, ,
.
1.1. :
()
,
.
1960-e .
Engel David Kollat, Roger Blackwell,
.
. , XIX XX .
[Mowen, 1995, p. 4]. 1950- .
-
. ,
,
1950- . .
,
,
-
20
I.
,
.
.
, -,
, ,
-
(. , ), (
), .
,
-
(Wharton School), ,
, -
(Kellogg School of Management). , ,
Journal of Consumer Behavior ( ), Journal of Consumer Research (
), Journal of Consumer Marketing
( ).
812
-
,
.
Del Hawkins, Roger Best, Kenneth Coney, John Mowen, Henry
Assael, Paul Peter, Jerry Olson, Harold Berkman, Christopher Gilson,
Michael Solomon, Frank Kardes, Paul Albanese.
, ,
(consumption) , , .
(consumer) , , , .
() (consumer behavior) , , , , ,
, .
, , . -
1.1. :
21
, , . ,
,
;
.
( ,
. 1.1.
22
1.
),
.
, , , , .
, ,
:
,
, ,
, .
(), ..
, ().
: , ,
; , ,
, , .
,
: , , , ,
, ,
.
.
,
.
,
, .. ,
.
, , , . ,
,
.
1.2.
, ,
. .
50
.
1.2.
23
.
1520
1900- . ,
,
.
.
[1984, 1989 ., . 34]
- :
(19001930 .),
(19301955 .), (
1955 .). -
,
.
-
Kotler . Armstrong G. [2001,
p. 1622].
(production), (product),
(selling), (marketing),
(societal marketing). L., Kurtz D.
, , relationship
marketing [2001, p. 13].
, ,
(. 2.1).
.
, (production
concept, product orientation), ,
.
. -,
,
. , ,
.
, (product concept,
product theori), ,
,
.
,
, , , .
, , XX .
-.
-
24
1.
( , , ), . ,
,
, , .
1.1. , XXXXI .
, XX-XXI .
1900-1930 .
1930-1955 .
1955 .
( )
1.
()
2. ()
,
,
. ,
. ,
3.
(
, ,
;
).
4. ( 1950-
.)
,
.
, ,
, , .
5. (
1960- .) 4P +
.
:
,
/
, (
),
,
6. (
1990- .)
( )
1.2.
25
(selling concept),
(selling orientation), ,
,
.
.
, , ,
.
.
.
, ,
. ,
.
, .
,
. (marketing concept)
,
, . ,
,
.
.
.
,
.
,
, ,
, .
(societal marketing
concept) (/,
)
.
, ,
,
,
,
,
-
26
I,
.
, ,
[Mowen, 1995, p. 51].
(relationship marketing) (,
)
.
.
,
,
,
.
,
.
, .
(marketing) market, .
( )
.
, .
.
(American
Marketing Association, www.marketingPower.com):
,
, ,
, ,
.
. . :
,
[Kotler P., Armstrong G., 2001, p. 7].
1.2.
27
:
,
, ,
, , .
- (,
)
( . to market). (marketer)
( , -
.
,
, , . , .
.
e , (product),
(pice), (
) (place), (promotion)
).
(marketing
mix), P .
,
. .
.
1950- .
:
, , .
.
:
;
;
: , ,
, .
28
1.
, .
,
.
XXI .
, , .
(. 1.2.)
.
,
. ,
, .
, .
-
, . , .
, ,
(. 1.3) [Pride et
al., 1995, p. 712]. -,
, .
,
. (frontline employees, .. ,
)
. 1.2.
1.2.
29
. 1.3. -
(frontline managers).
..
-
, .
.
. ,
-
,
.
.
-
. , SAS (
, ), Nordstrom ( , ), Tesco ( , )
[Dive,
p. 27, 28].
30
1.
.
(empowerment)
,
.
.
:
.
.
,
(),
(),
. ,
()
[Pride et a/., 1995, p. 723].
, (. 1.4).
(,
,
.),
.
(
) ( ()
(), (),
,
. 1.4.
1.2.
31
().
,
.
, , ,
.
(
) ( ,
).
(B2C) (B2B)
, , ,
. , , ,
. , ,
(, ,
) .
. (consumer
marketing, to consumer, B2Q)
,
.
(business to B2B, industrial marketing) ,
, .
job. ( ,
),
, . 1.2.
1.2.
32
1.
, , .
(, ),
. , ,
,
.
.
.
.
1. , .
2. :
, (, -)
, -,
(, -) ,
() / ,
() ?
3. Hawkins.
(
/), :
;
;
;
;
;
;
;
;
, ,
. .
4. XX .
, ?
?
XXI .?
5.
. ?
6. (, )
.
?
7.
.
?
?
2. ,
2.1.
.
.
(exchange)
.
.
, :
;
,
;
();
;
.
Profit = Award Costs,
..
.
=
( )
,
.
, ,
, . ,
, :
( , ,
), (
), , , (
), .
, .
34
2. ,
, , ,
(, , , , ,
, , ,
, ).
. ,
.
( )
( , )
/, (),
/
/
.
,
.
, , .
,
, ,
(consumer value).
(, awards)
(costs) :
Consumer Value Consumer Award Consumer Costs.
, , ,
, .
, , , .
, , ; ; .
, , ,
, .
,
,
. , .
,
, , .
,
.
2.1.
35
,
.
(equity theory).
,
/ ,
/
, ,
.
A = B
A
B
,
, ,
B,
B.
.
,
-.
,
, . ,
:
, , a
(, , ).
. ,
, , , , ,
, .
,
, (
) .
. ,
,
. ,
,
. ,
,
.
36
2. ,
.
( , .. )
. , ,
.
,
.
. ,
1980- .,
, .
(transaction), . ,
1000 , . , ,
. . , ,
()
PCWeek/RE .
,
, , . , , :
/;
( ) ( );
;
(relational) , .. , (discrete) , .
, ,
. ,
(,
), .
, ,
,
-
2.1.
37
.
(customer mix) .
, .
,
. ,
,
,
/ (cost-benefit analysis),
(ROI, return on
investments) .
(customer
base)
(customer
lifecycle value), (customer
lifetime value). ,
: ,
;
(, , , , ,
, , ).
(customer lifecycle)
,
,
.
(key accounts),
. ,
20% 80%
.
,
.
,
, , .
,
.
(marketing network).
, , ,
, , .
, . ,
.
38
2. ,
;
, call- -
(relationships marketing)
, ,
.
, .
.
, . ,
, ,
, ,
. (/)
.
, :
1) / , (- ,
), /
,
(, )
(, );
2) ,
;
3)
;
4) ,
, ;
5)
.
(loyalty ladder), (. 2.1):
(suspect) , .
(prospect) ,
.
2.1.
39
(advocate)
(client)
(customer)
(prospekt)
. 2.1.
(customer) ,
.
(client) ,
. (advocate)
/ .
,
, ,
,
.
. ,
,
.
,
, , ,
,
.
, web-,
call- -.
,
,
- (,
, , ). -
40
2. ,
,
. ,
,
.
Call- (Call Center, )
, (), ,
. Call-, IBM ,
.
[Dive,
2004, p. 83]. 2003 . 700 call-
80 .
. 24 , 365 .
(
) ;
20 ,
. Call-
, WecaHT.
- (contact center) , (
call-),
, Web. -
, ,
-. call- - .
Call-
.
,
. call- -,
,
( )
, .
, . Call-
,
. , , call- ,
Amazon.com, Dell, General Electric, IBM, American Express,
Citibank. Microsoft call-
(Bangalore) 2003 . - ,
2.1.
41
call-, ,
.
,
-.
CRM (Customer
Relationship Management), e-CRM. CRM. Customer
Relationship Management
,
, (www.webopedia.com). CRM
(
. CRM
; ,
,
,
[Yadin |i), IX 107].
CRM
-,
.
,
, ,
. CRM
; -,
/, (all) -.
, , .
, CRM- ,
. 2001
. 80%
Web-.
Web- , ()
- (log file) .
(cookies)
llfpJJepa (user agent identification).
, ,
-
42 2. ,
.
- ,
.
Web-
,
.
. ,
Nissan North America ,
Extera 25
34 , ,
35 55 .
[PC
Week/RE, 23 2000 ., . 26, 27].
(WAP),
.
help-desk, . ,
Web, , ,
(collaborative filtering).
, .
, A,
, B. ,
, - Amazon.com ( biz.book.ru)
,
.
-,
,
, .
CRM ( e-CRM)
(. 2.2). , , , /.
,
( -
2.1.
43
. 2.2. CRM
) web-, ,
), (, ), ( , , ,
), (, ),
.
CRM-
.
:
,
, , ), ,
( ,
.
CRM- 2000 .
CRM
Oracle ( Amazon.com),
Microsoft, SAS, Siebel, Clarity\
1, , -
, . CRM- 1
2001 . 5
10 . . 2005 .
CRM 10 . .
(www.webopedia.com).
, CRM
, (operational CRM),
(analytical , (collaborative
CRM) (www.crm-forum.com).
CRM ,
,
. CRM
,
44
2. ,
, .
CRM
,
, . ,
, [PCWeek/RE, 4 2001 ., . 36].
CRM , :
()
;
,
.
;
, .
;
(, )
.
;
/ . .
CRM
, ,
.
CRM
,
, . ,
, , . CRM ,
(
) .
,
.
2.1.
45
CRM
.
:
1) , ,
;
2)
;
3)
,
;
4) (customization,
) , ,
.
CRM
.
, ,
.
, .
, ,
- ,
.
, ,
, ,
.
CRM
, .
CRM,
,
.
, ,
,
, ,
,
.
CRM
- ,
-
46
2. ,
.
,
, .. - .
CRM , , , - -
(product-centric) - (customer-centric). ,
,
CRM. ,
-
.
CRM
, (
)
.
,
(),
, .
( )
. General Motors 20 . . , CRM- [Newell (2003), p. 185].
Microsoft Outlook,
Microsoft Excel.
,
. ,
. CRM
,
,
. (
)
.
CRM , .
CRM :
,
CRM
. , ,
CRM. CRM
2.1.
47
. ,
, , ,
,
. ,
, .
,
-,
.
CRM
.
,
.
CRM :
. CRM
, ,
.
;
.
- .
; ,
;
.
,
,
.
.
-
;
.
.
, (
,
),
, , .
,
;
. CRM
, .
, .
48
2. ,
- -.
CRM
. , ,
CRM
www.internet.com, www.CRMcommunity.com, www.crmforum.com .
.
,
.
,
, .
CRM - CMR
CRM . -
-
. CRM
, . ,
, ,
.
CRM .
CRM
.
, . CRM ,
, .
. CRM
- .
, ,
, .
, ,
.
-, -
2.1.
49
-.
call-
y -.
-, '
. , ,
,
.
,
. CRM ,
, (
)
.
. CMR-
, ,
.
, ,
, , --,
,
CRM .
. CRM
. ,
.
,
,
.
1.
-':
. CRM
CMR (Customer Managed s).
,
. CRM
. CMR
.
, CRM CMR . 2.3 [
Scase p. 153.].
.
50
2. ,
CRM
K CMR
(n2n)
,
. .
,
, .
. , 1015 ,
, . ,
-.
, ,
.
,
.
,
.
, .
CRM, CMR. ,
, ,
.
, . , ,
2.2.
51
. CMR -
.
,
- ,
.
, ,
.
-
.
.
2.2.
,
,
.
.
, .
. 2.4.
,
, ,
, , .
SWOT-.
, .
,
.
, , , , , ,
.
,
.
52
2. ,
:
/
:
:
, , ,
,
:
,
. 2.4.
, , ,
.
: , , ,
. , ,
, (total
product). ,
.
( )
( - ).
/, ( ) -
2.2.
53
,
,
.
P.
( P)
,
, , .
(
, , ,
)
.
,
(. 2.5). ()
:
,
( )
;
(
)
.
:
1) ().
,
( )
.
()
(,
)
(4 )
. 2.5. ,
54
2. ,
(15, 5 ),
. 2.1;
2) ().
(
1 5) (
. 2.1). ,
. , ;
2.1.
(, , -)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
1-a
4-b
7-
2.2.
55
3)
(-).
( ,
, ..
, , ).
.
. 2.1.
,
.
. 2.2.
.
2.2. (4P)
10
11
7
3
.
, ,
-
12
13
13.
12.
11.
10.
()
9.
8.
7.
6.
5.
4.
3.
1.
2.
56
2. ,
-.
.
1. .
?
2. ?
.
?
3. /,
CRM (Customer Relationship Management)!
, ?
?
4.
///,
.
5.
? ?
CMR (Customer Managed
Relations) .
6.
? ?
7.
, ?
II
II
3. : -
3.1. ;
3.2.
3.3.
3.4.
3.5.
3.6. -
4.
4.1.
4.2.
4.3.
4.4.
4.5.
4.6.
4.7. ;
5.
5.1.
5.2.
5.3.
5.4.
5.5.
6.
6.1.
6.2.
6.3. ;
6.4.
II.
3. : -
, ,
: , ,
,
,
. , ,
.
. 3.1 [Hawkins (1995),
p. 29].
,
,
.
() ().
. 3.1.
60
3. -
. ,
-
.
,
,
, , . ,
,
,
.
, ,
.
3.1. ;
1950- . 120, ,
.
, ,
1990- .,
. , ,
.
. 1980- .
1990- . ,
.. .
,
,
.
.
1980- 1990- .
.
10 25% 1965
1990 . 2002 .
, 54%
, 2001 . 31%
(www.worldbank.org).
, ,
. , ,
, , ,
,
.
, -
3.1. ;
61
-, , ,
. .
-
.
. 2001 . 1,2 . .
.
38% 9%
.
, .
International Data 2007 .
,
,
[. 22 2003 ., . 17].
(),
.
,
1996 . 38 .
[Dunning, 1996, p. 46].
,
. Exxon
Mobil (), Vodafone Group (), British Petroleum
(), Toyota Motor (), Volkswagen Group
(), Vivendi Universal (), Siemens AG
(), Nestle ( ), Phillips Electronics
(),
Procter&Gamble
(),ClaxoSithKline
(), Coca Cola (), Volvo Group
(wbz), Nokia (), Danone Group ().
- Unilever 50
|. 100 ,
200
[Dive, 2004, p. 101]. 2% 65
.
Nestle
. Cannon
33% ,
30% , 25% 12%
[PC 1, 20 2004 ., . 3]. 2010 .
(Ford,
General Motors, DymlerChrysler)
50% ,
[Fischer ., 2003, p. 144].
62
3. -
, .. -
, .
(revenues, . ) ,
Fortune Global
500 - 2004 (
100 . . ) . Wal Mart 2003 .
263 . (. 3.1) [Fortune, July 26, 2004, p. 163,
www.fortune.com, www.sec.gov/archieves/edgar/data].
3.1. (revenues), 2003
, . .
263,0
2
3
British Petroleum
Exxon Mobil
232,6
213,2
Group
201,7
5
6
7
8
9
10
General Motors
Ford Motor
DaimlerChrysler
Toyota Motor
General Electric
Total
195,3
164,5
156,6
153,1
134,2
118,4
3.1. ;
63
, , ,
, , ,
, , , - , , .
,
. , ,
. ,
-
.
.
, (, , )
(,
, ), (
, ,
).
, ,
.
, , ,
.
,
, , .
, ,
, .
, , , Boeing,
62- -fortune Global 500-2004
50,5 .
Boeing777 132 500 SHTOB,
545 ,
, ;
;
..
,
.
,
,
Airobus. Boeing
-
64
3. -
,
[www.imf.org.external, January 2002]. 1992 .
- , 1998
. Boeing,
750 . 2004 .
Boeing777 -
(),
, Boeing
.
Boeing 7E7 Dreamliner
. , - Boeing
.
2001 .
, ,
[www.RBCdaily.ru, 4 2004 ., // , 18
2004 ., . 13].
Limited
.
,
, 3600 ,
The Limited, Victoria's Secret, Lemer . [Engel et al., 1995, p. 86].
, 50 ,
: ,
, ,
. 2004
. ,
Lewi Strauss,
, [, 10 2004 ., . 1].
.
80% 100 .
-. Swan Optical - ,
. 2030 .,
,
() ,
. Swan Optical
, . -
3.1. ;
65
,
, ,
,
(www.imf.org.external).
- ,
. -
.
Samsung -
2002 . Avid Steel,
[ The Wall
Street Journai/ Europe, March 2224, 2002 ., p. 1, 6].
2003 .
, 19 2003 . .
16]. 2004 . ,
.
2003 . (GEO)
Kellog, Coca-Cola, Ford, Philip
, Fiat .
. 2004 . ()
Citigroup
Citigroup Japan Citibank Japan Douglas Peterson,
, -
(www.citigroup.com).
Microsoft 2004 . ,
(, 1
2004 ., . 6],
, Microsoft
.
. , ,
- ,
.
.
,
.
. , , -
66 3. -
eBay ,
Paragon. Paragon
-,
eBay
, ,
eBay [, 3 2003 ., . 16].
.
- (
ru), .
,
[PC
Week/RE, 20.05.04., . 2].
.
. 2001 .
Digital Millenium Act
. ,
, .
Adobe, , , . , , ,
,
,
.
.
. , , 2000 .
-
Yahoo!,
. Yahoo!
,
Yahoo! , , , .
, ,
.
3.1. ;
67
2002 . ,
. Reuters,
Yahoo! Timothy Koogle
39.8 . .
[, 1 2002 ., . 8].
2004 .
(), 60%
,
. -
10
.
,
,
,
. , .
. .
10-
( )
( J.P.Morgan
Deutsche Bank,
, ABN Amro, BNP
Paribas, Calyon, Kleinwort Wassersteiri)
,
10- .
,
, ,
.
(
, )
, ,
.
.
,
.
(, 1922 2004 .; www.rbc.ru, /.gazeta.ru).
68
3. -
( -,
)
().
CNN 1995 . 80
. [Assael (1995), p. 492].
BBC 140 ,
45 . 210
(
). ,
,
, , .
, Associated Press (www.ap.org),
330
(- ) 121 (, , , , ) 24
365 . - CNN
(www.cnn.com) ,
(, , , ,
, , ).
; . , 200
30 ,
.
Microsoft, Unilever,
Procter&Gamble, SAP, Coca Cola, Nestle, Bayer
.
WPP
Group, Interpublic Group, Publicis
Groupe SA
(, , )
. , ,
WPP 330 Fortune Global
500, NASDAQ 100 30
Fortune -50 72 .
, 1700 104
(www.wpp.ru). 2004 . WPP Group
- Samsung
Electroncs 700 .
.
3.2.
69
,
, ,
.
, , ,
.
, .
,
.
.
,
, . ,
- ,
1990-
.
. ,
,
.
3.2.
1999 . 6 .
|
[Engel et al.,
1995, p. 91]:
,
, ,
,
, -
70
3. -
, ,
,
;
,
;
.
, ,
. ,
, .
, . 15% (1985 .) 5% 2010 .
,
, , .
State of The World 2004 Worldwatch Institute,
, ,
12% , 60%
.
(, , ,
,
) 1,7
, .. . .
.
240 ,
, (www.rbc.ru,
14 2004 .)
, ,
. ,
, . ,
11
, 11 . (GNP (GNI) per
capita). (%), , .
. , , ,
3.2.
71
( )
1 .
,
.
, ,
.
. : ,
, .
, .
[ Kotler et al, 2001, p. 717]:
(subsistence economy).
.
.
;
,
72
3. -
2002 . 9,5% .
34% [, 30
2003 ., . 26]. 24
2001 . (www.ortrtr.ru),
3040% ;
(industrializing economy). 10 20% .
, , , , .
, .
,
, ,
;
(industrial economy).
. ,
.
.
, (GNI, Gross National Income),
(GNP).
,
.
(, GDP, Gross Domestic Product).
,
, .
,
GNP, GDP.
, ,
.
,
(GNI per capita).
,
. 2003
208 4 (. 3.2). 80% .
16- , 97- [, 19 2005 ., . 15].
3.2,
73
3.2. , 2004 .
(
, . . )
, (740), , , (250),
1. (765 )
, , (530), (480), ,
. ( 61 )
2. - (766- (2610), , , ,
, , , , , , 3035)
, , , (1100) . ( 56 )
, , , ,
3.-
, , , , (5270), (3036-9385)
, , , . ( 37 )
4. (9386 )
, , , , ,
(25 250), , , , , (34
510), , (25 430), , ,
, (37 610), (28 350) . ( 54
).
: (www.worldbank.org)
,
,
, , , ,
( ,
, , , ,
, , ) . ,
, ,
2002 . 8,080 . ; 5,792;
2,650, 27.040; 26,980;
26,580; - 16,960; 36,110.
2%.
- . 10
( 7,3% ) (5,4%).
;
70% .
74
3. -
,
, ,
(. 3.3).
.
3.3. , 2002 .
-
1000 .
1000 .
, %
1134
1431
1195
362
328
1507
52
364
659
405
382
89
28
422
101
56
42
45
43
10
: (www.woridbank.org)
.
, .
.
,
.
. , ,
(. 3.4).
3.2.
75
, .
3.4.
,
,
2002-2015 .
.
2002 .
28,0
8,0
174,5
59,2
82,5
1048,6
1280,4
51,6
144,1
21,9
2015 .
38,8
8,0
201
59,6
80,3
1231,6
1389,5
75,2
134,5
30,8
288,4 319,9
61,8
59,5
79,9
98,2
7,3
7,5
127,2 124,6
6198,5 7090,7
2494,6 3044,0
2737,8 3039,0
966,2 1007,7
2,5
-0,1
1,1
0
-0,2
1,2
0,6
2,8
-0,5
2,6
0,8
0,3
1,6
0,2
-0,2
1,0
1,5
0,8
0,3
, %
0-14
43,8
16,2
27,9
18,4
15,1
32,8
24,2
14-64
53,4
67,9
66,8
65,6
68,1
62,2
68,6
64 +
2,8
15,9
5,3
16,1
16,9
5,0
7,2
47,8
16,9
40,4
21,1
18,7
36,5
16,7
14,3
29,2
36,5
26,4
18,3
49,6
70,2
56,6
2,6
12,9
2,9
66,4
65,2
59,6
67,8
67,6
63,7
59,3
66,5
67,3
12,5
16,1
3,9
15,5
18,1
7,1
4,2
7,1
14,4
: (www.worldbank.org)
2002 2015 .
, 95%
.
, ,
. 2002 . 33
60
, , , (38%) ,
76
3. -
.
.
.
- ,
.
. ,
5%
30% .
.
.
, ,
.
.
3.3.
, , ,
, , ,
, .
, ,
, ,
, , .
, () . , , . , , , ,
, , ,
. Mowen
, ,
[Mowen,
1995, p. 702]:
( ,
, , , , );
( ,
, , / );
/ (, , , , ).
3.3.
77
, ,
.
: ,
, ,
, , ( , ,
), , ,
, .
:
,
.
(enculturation).
(acculturation) [Assael, 1995, p. 455].
, ,
.
.
,
;
.
() ,
;
.
, ,
,
.
, ,
,
;
.
.
. , ,
.
|
,
-
.
1!|
78
3. -
. Washington Foods
,
, ,
[Engel, 1995, p.
614].
,
. ,
.
, , [Hawkins et al., 1995, p. 36]. ,
. () //. , .
.
.
, .
.
.
,
()
(, acculturation).
. ,
.
, , , ,
. 3.5
, , .
.
,
3.3.
79
. 3.5. , ,
. ,
,
.
, .
.
.
, ,
.
,
,
.
.
.
1. Jon & Jonson
.
,
. ,
,
.
[Ciinkota et al., 1993, p. 166].
2.
Tandy Corporation
.
, 1
80
3. -
(6- ),
( ) , 24 25 [Ciinkota el al., 1993, p. 162].
3. General Mills
Betty Cracker. ,
,
.
, ,
. General
Mills
,
[Czinkota et al., 1993, p. 166].
4. -
Samsung David Steel ,
Samsung. , ,
.
Samsung . ,
- ,
. , ,
- [The Wall Street Journal Europe, 2224, 2002, p. 1, 6].
5.
-2002 This Day,
, ,
200 ( ),
1000 , 5 . .
, ,
,
. ,
, ,
.
,
. ,
,
,
,
.
3.3.
81
,
[, 25 .12].
6.
.
,
.
,
,
7.
.
.
.
. ,
.
, ,
.
,
.
,
[Hawkins et al., 1995, p. 37].
8. Crest
,
,
,
.
Coca-Cola
, ,
.
10. Procter&Gamle
Camay,
,
.
,
[Hawkins et al., 1995,
p. 37].
11.
1998 .
-,
.
82
3. -
. -
. .
,
, ,
,
.
. -',
, ,
,
, .
,
[-Daily, 4 1998 .].
. General Motors,
Procter&Gamble, Exxon . Red Wing Shoe Company
21
(Middle East).
: , .
,
[Hawkins et al., 1995, p. 37].
-
- . ,
, , ,
.
, .
,
, .
, ,
.
3,3.
83
, , -, , , , ,
. , ..
,
. , ,
1, ,
1990- .
,
,
.
( , , ),
(, )
, ( ,
, , ).
, - (
), .
. 3.6 ,
.
,
, .
, :
( 4 )
, .
,
-
( (,
, )
() )
( ,
, ,
)
. 3.6.
() .
(,
, )
84
3. -
.
, , ;
, ,
, , , . , ,
Polaroid , . ,
( ), ,
, , - ;
, (),
( ) . , ( ) (.. )
( ).
(, , ) ,
( , )
. , ,
,
,
, .
, , ,
. , ,
, .
- ()
( ) ,
-. ,
, .
,
[Hague et al., 2004, p. 244].
, -. ,
,
. -
3.3.
85
,
- .
,
(, )
- ,
.
, ,
() ()
,
, laddering,
(. ladder ) .
, ,
. , ,
,
.
,
.
(. . 3.6).
,
, , ,
,
.
:
(
):
,
() . ,
,
,
;
, .
.
;
.
. ,
,
86
3. -
.
.
, .
:
1) (cultural values inventories). , LOV (list of values)
[Assael, I995, p. 461]:
;
( , );
;
;
;
;
;
;
.
,
,
;
2) .
The Monitor
Service. 2500
.
115 ,
General Electric, CBS. ,
,
,
. CBS
,
;
3) .
, .
. ,
3.4.
87
;
4) -. ,
.
, . ,
,
. -
. NCR
, -
,
. - -
.
3.4.
.
,
,
.
, ,
,
. Hawkins,Best,Coney
. . 3.7
,
(other-oriented values), (entoriented values) (self-oriented
values) [Hawkins et al., 1995, p. 39]. ,
, .
.
. ,
,
.
,
,
, -
88 3. -
/ ,
. 3.7.
,
/ (performance), , - .
, . . ,
.
. 3.5 18 ,
[ Hawkins et
al., 1995, p. 40]. (..
),
/.
3.5. ,
,
/.
,
(conformity)
/.
?
,
?
/.
?
( ) ,
.. ?
3.4.
89
. 3.5
/.
, ?
?
. ,
?
/. ,
?
/.
?
/. ,
,
?
/.
?
,
.
, ?
/.
()
, ?
/.
?
/. ,
, ?
/.
, ?
. , ,
, ?
,
/.
?
/.
/?
( )/. ,
, , ,
?
/ .
?
/.
, ,
?
/.
, ?
90
3. -
/.
? ?
? ? .
.
.
- , .
, (be yourself),
(stand out) (don't be one of the crowd) , . .
Marlboro, .
. .
,
.
Marlboro ,
.
.
,
Marlboro -,
.
/.
. (
) , , , .
. ,
.
?
3.4.
91
,
? ,
, ?
, ?
, ,
.
,
.
/.
, ,
, , ,
,
,
? (, )
- ?
, ,
, ? ,
( )
,
, .. . ,
,
. ,
, ,
.
, ,
. . Steel, -
Samsung
Sony,
.
, ,
,
:
, ,
. . Steel ,
, . -, Samsung
.
,
. ,
,
[The Wall Street Journal Europe, 22
24, 2002].
92
3. -
,
(, )
. ,
,
,
[, 31 2004 .].
/.
,
( )
, ,
, ? ,
,
? ( ,
,
)
?
, ,
?
.
- .
, , , ,
,
[, 3 2004 ., . 15].
.
:
, ,
? ?
Listerine ,
, ,
. ,
Listerine, . ,
, ,
. ,
Unilever Impulse
31 ,
.
/.
-
3.4.
93
? , ,
?
, ?
.
,
, "
.
, 40
. 75
.
.
/. ,
?
?
, ? ,
. , ,
(
) ,
.
, ,
-
;
,
, -8;
; ; ,
,
,
Hewlett Packard.
,
,
o- .
- , ,
. XX .
,
.
,
/.
,
- .
, ,
-
94
3. -
. , , .
/.
,
?
?
. ,
, . ,
; , ; .
/. , ? , ?
, , , .
, .
,
.
?
, ? . . , , 90%
, - ,
. McDonald's
. , ,
- , .
/. , , , ?
, ? -
3.4.
95
.
, (), ,
, , ,
, ,
.
. -
(, , )
,
/. ,
?
?
, ,
.
, .
,
.
(
).
/.
?
,
?
. ,
,
. ,
.
/.
,
,
, ,
.
?
. :
, ,
.
(
) :
.
.
96
3. -
, .
. ,
,
.
. ,
, ,
?
,
.
,
. , ,
,
, .
, .
,
, ,
[, 18 2000 ., . 8].
- (,
, , )
.
Mercedes-Benz, :
,
- .
,
, . ,
,
.
, .
,
Greenpeace, ,
,
.
. - ,
(recyclable)
,
,
-.I
3.4.
97
/.
?
,
, ?
( , )?
, ,
-
. , -!
.
.
:
--
. ,
: ,
.
,
. ,
.
/.
?
, , -
?
, ,
ax.
1990- .
.
,
-. ,
, .
(Terminal Materialism)
, , .
. ,
, , ,
.
,
. \
/.
,
?
, -
98
3. -
?
? . .
, , , .
,
(.. ,
, ).
General Food , Tang
(, ): , Tang . , , .
Campbell
.
, ,
.
, ,
.
.
Campbell .
/ . ?
( )?
,
. , ,
.
.
, (schuld),
.
/. , , ,
? -
3.5. 99
, ? e . ,
.
, ,
.
, (
) ,
.
,
, ,
, ; ,
.
/.
, ,
? ,
, ,
.
.
. , ,
,
,
.
.
3.5.
, ,
,
. ,
, ,
, ,
. ,
to table a report or motion
,
[Hawkins, et al., 1995, p. 47].
, ,
. , , .
,
100
3. -
101
,
-.
--, .
,
.
,
, .
.
(forth
) (back)
. ,
, .
,
, , ,
,
. , , , .
. (, )
, .
(, )
, , , .
,
, .
. , ,
,
. .
,
.
,
.
,
, ,
.
: , , , , ,
. , , .
102
3. -
.
-, , :
.
,
.
. ,
. , , (, , .). ( ), , , , ..
, .
.
.
, , .
,
.
,
.
.
. ( ).
.
,
,
.
.
.
. 3.6.
. ,
,
. , ,
, , , , .
3.5. 103
. ,
( ,
), , ,
,
5 ,
.
, .
3.6.
( )
^ :
, ,
-1 .
.
, , ,
, ,
[Hawkins et at., 1995, p. 50].
.
.
.
. ,
.
104
3. -
.
. ,
.
105
.
,
.
.
, Kentucky Fried
Chicken, Jack in the Box, McDonald's
.
. 99%
Campbell ,
?
, ,
,
, .
, ,
,
.
, .
.
, .
, - .. ,
, .
.
.
, ,
(bargain basements )
.
()
.
.
, ..
106
3. -
, . .
IBM Japan.
, (Manhattan). IBM
Japan 4300 5000 , 700 (on a sales call) . ,
, ,
( )
, ,
. ,
,
[Hawkrins et al., 1995, p. 51].
. ,
, , ,
.
.. ,
,
.
11
, .
. ,
,
. ,
, ,
.
5 8 (1,53,5 ),
18
3 (46150 ).
, .
,
. ,
3.5. 107
, . , , ,
.
. , , ,
. . ,
, ,
.
, ,
. ,
, .
(friend)
,
.
, ,
().
. ,
,
.
,
.
.
,
,
,
. ,
,
--
-
.
-
. ,
. ,
.
.
,
.
.
108
3. -
.
, , ,
.
, , .
,
, : . ,
,
.
Avon .
Avon
,
. ,
, .
, .
.
. , ( ) .
. .
.
- [Hawkins et /., 1995, 52]:
, ,
,
.
, .
, ,
3.5. 109
. ,
.
() .
,
.
, .
,
. ,
.
.
.
,
. ,
,
.
.
.
.
.
, .
,
,
.
,
. ,
,
-
110
3. -
.
, ,
.
, .
. ,
, ,
, .
,
.
.
,
,
,
.
. ,
,
. ,
, . ,
( ) ,
, , ,
(terminal materialism).
( ) . , , ,
.
, ,
, . , , , ,
. , ()
, , ,
.
, .
.
,
, .
,
, ,
.
,
.
3.5. 111
- ,
.
( ),
.
, ,
[Mowen, 1995, p. 795].
, ,
a,
.
(. 3.7). ,
,
.
3.7. ,
,
; ,
,
,
, , ,
, , .
,
,
;
7
, , ,
, , , , ,
, ,
13
, ,
666
, , ;
, ;
112
3. -
[Hawkins et al., 1995, p. 53]:
, , ,
, , .
, ,
. ,
, ;
, ;
.
. ;
Pepsi-Cola
- , Coke,
. -
- ;
United
Airlines
(Pacific Rim). ,
;
AT&T
,
.
, , . ,
,
.
,
, .
(
) , ,
.
.
,
!
3.6. - 113
,
.
. 10
(4,35 .) 5-
.
.
.
,
,
.
,
. , ,
, , ,
.
, .
, , .
,
.
, ,
.
,
,
.
.
3.6. -
1980- .
-
. -
.
, ,
.
. ,
Coca-Cola
. , 18 24
,
,
.
114
3. -
,
.
,
,
, ,
. , - IBM White
Plains 1996 .: 10 15
, 5
\Stevens (1996), p. 63].
(),
.
,
.
(Intermarket Segmentation)
.
,
(, ) .
,
27
, General Foods, Nestle,
Coca-Cola, Procter&Gamble, Unilever ( ,
) Revlon, , 63%
[Engelet al., 1995, p. 100].
,
, .
, .
, , ,
,
, .
:
, , .
Boss
-, , ,
,
. , .
,
. ,
.
3.6. - 115
:
,
,
.
() .
4 : (price),
(place), (promotion).
,
.
.
,
.
, , ,
.
.
, 13 . . .
, ,
. ,
.
- Ken ,
.
,
,
?
.
-/
,
(Hawkins
et al., 1995, p. 57].
1.
?
?
,
?
116
3. -
,
.
.
,
.
, .
. ,
, .
, , , ,
, , ,
.
2.
? , ,
?
, ?
?
?
,
,
.
.
,
, , .
. General Foods
Tang . ,
, ,
. ,
: Tang
.
3. ?
?
?
. ?
, ?
3.6. - 117
,
, ,
. 1990- .,
,
Procter&Gamble , 10 %
[Pride et
/., 91}.
.
4.
?
? ?
-
, ,
. , , ,
? ,
, ,
?
, ,
.
5. ,
, ?
?
?
?
.
,
Anderson
Clayton&Co ,
.
(
), (
).
, , .
, ,
.
. ,
Coca-Cola
, , ,
.
, ,
-
118
3. -
. , ( ).
, .
6. ?
?
, , ?
?
: 1)
? 2) , , 3) , , 4) . ( ,
,
) .
, BSR Ltd . . ,
, BSR, , , , .
, BSR
.
7.
?
?
?
?
, .
(
),
(,
) .
,
-
.
119
1.
.
?
2.
,
, ,
.
3.
?
4.
?
5.
?
() /
.
6. /
, :
;
;
;
;
;
;
;
?
.
?
7.
.
4 ?
'
X
1. 2.
3. 4.
5.
8. /
,
, , , ?
9.
, ?
4.
4.1.
.
, , - , , , , ,
.
- . , , ,
.
, , (-,
).
.
- , , , ,
19801990- ., . ,
, , , , , , .
() ,
!
.
,
. . (..
) ,
-
4.1.
121
.
,
,
.
.
-
,
.
, ,
.
, , ,
. , rsedes?
Bentley ,
, .
()
. ,
,
.
(social
standing) , .
, ,
.
,
,
,
,
, . 4.1.
.
,
. 4.1.
122
4.
. , ,
.
. , , .. ;
, , , .
-
,
.
- , / .
, , . !
. 4.2 [ Hawkins et al., 1995, p. 120],
, , .. .
, ,
( )
( ). ()
, , -
, , .
() ,
(, ),
(),
(),
()
. 4.2.
4.2.
123
. , .
(), ,
.
,
.
4.2.
.
, , ,
, ..
.
[Engel et
al., 1995, p. 683].
,
.
, ,
: , ,
.
.
,
.
.
,
.
, .
,
.
.
.
,
.
,
. ,
, .
,
, .
,
,
. ,
124
4.
.
, , ,
, , . , ,
.
,
( ),
.
, ,
1920- . , Gilbert
ahl (1982) [engel et al., 1995, p. 682], . 4.3.
,
Joseph Kahl (1957) [ , p. 683]: ,
( ), , , , . .
(occupation).
. ,
,
,
. .
, ,
,
,
.
(personal
performance).
. ,
,
4.2.
125
, , ,
. ,
, , .
. ,
, , (
),
( ),
(
).
.
(interactions).
,
.
a
- .
,
.
, .. .
,
. -- ,
, ,
.
, ,
, .
.
,
.
(possessions).
. (conspicuous
consumption), ,
, , , .
,
. ,
,
,
-
.
,
.
,
, ,
.
126
4.
(value orientations). , .. , ,
, .
. .
: ?
, , ,
.
,
, .
(class consciousness). .
. ,
(, , , ,
)
.
.
. ,
, ,
.
(power) (mobility) .
. (succession) ,
.
.
,
,
.
- ,
, - , :
, .. .
,
;
4.2.
127
, ..
, ,
;
, ..
(
).
;
, ..
- .
;
, ..
.
.
, , , ,
.
o (, ).
. ,
. ,
,
.
.
, . ,
, , ,
, ()
.
, .. ,
, . ,
()
,
[Assael, 1995, p. 358].
, :
,
, , .
128
4.
, . ,
, , ,
, .
, , , , ,
. ,
,
. (, , )
,
.
, .
, . , , , ,
. ,
? , ..
, .
(status crystallization)
. , . 4.4
,
. ,
()
.
, ..
. (.. , , )
, , ..
-4
~^__
^>
"~^
/*
. 4.4.
4.3.
129
(,
).
.
, ;
.
, . ,
,
.
.
,
. -
,
.
4.3.
XX XXI
, -1. 1991 .
, 1998 .
. -
a
- .
( ,
, 1990 ., 2003 .), ,
, .
() , , .
,
70% .
,
,
,
.
, ,
130
4.
. ,
.
, ,
.
(middle class) . ,
[, 13 2003 ., . 7].
1990- .
. ,
()
: ,
, . 1999 .
12 ,
2003 . 30 (20,9% ). 6,8%
, 72,3%
(. 4.2).
7
, ..
, , ,
, .
.
4.2. , 2003 .
, %
6,8
20,9
72,3
100
__
(
, ),
2003 . 20,9%.
2003 . 48,9% ,
1999 . 28,2%. ,
[. 26 2003 ., . 12], - , . 4.3.
4.3.
131
4.3. , 2003 . ( )
, %
28
14
14
14
6
4
20
100
-
[, 17 |6. 13]
. 4.4 (
).
4.4. , 2003 .
/
, %
,
.
, ,
, -
5%
10%
20%
30%
35%
100%
14
28
42
49
. 140
,
. , 30%
,
1820%, .
, 20%
, [,
14 2004 ., . 5].
. 10%
15 , 10% .
4,5 [. , 2004,
www.sps.ru // 5 2004 .,
132
4.
. 2).
, 1990- . 10;
, 6 ,
4,4 [//, 16.08.2002 . 4].
-
,
, .
2002 . (www.gks.ru), 145,2 73%
27% (www.businesspress.ru, 11 2003
.). 30% -
, .. 100 . . 40%
( 500 . ).
, , ,
, .
12% (16%
15 ),
0,5 3%
[, 30 2004 ., . 4].
20% (30% ) 13 : ( (10,1),
- (4,7), (1,4),
(1,3), (1,3), (1,2), (1,1), (1,1),
(1,1), -- (1,0), (1,0),
(1,0), (1,0).
, ,
, 80%
. 2003 . 4%
500 . [ 26 2004 ., .
20].
, ,
, ..
, 21%
, 70% .
,
(, , , , -),
( 84% ),
,
( 28%
). ,
,
,
, , .
,
-
4.4.
133
,
.
(
) - ,
,
. ,
( ,
,
)
.
,
,
.
,
,
, .
4.4.
, ,
-
,
.
, , (,
).
,
,
, .
. , , ,
, , ,
.
.
,
. ,
,
Gilbert Kahl (1982) Coleman
Rainwater (1978) [Engel et al., 1995, Hawkins et al., 1995, p.
123] (. 4.5).
134
4.
4.5. - , 1978,
1982 .
,
,
Gilbert-Kahl, 1982 .
Coleman-Rainwater, 1978 .
(1%). (0,3%).
,
; - .
; (1,2%).
,
.
(14%). ,
, .
,
(12,5%).
;
();
()
,
(33%).
(32%).
; ; ; ;
.
.
(32%).
(32%).
;
; ,
(1112%).
(9%).
; ;
, - ;
;
, /.
, ; (7%).
,
.
,
(89%). ( );
/ ,
;
; ;
Gilbert hl (1982)
, , . Coleman Rainwater
,
-
4.4.
135
.
,
, e
.
. -
,
.
,
, .
4.6 . ColemanRainwater ,
1983 . [Hawkins et al., 1995, p. 123; Assael, 360].
4.6. Coleman-Rainwater (1983)
% .
0,3
1,2
12,5
32,0
38,0
9,0
7,0
,
.
600 000
450 000
(
)
28 000
15 000
9 000
150 000
5 000
(,
4.7) [ I, 2001]
XX .
,
136
4.
,
.
,
, .
4.7. , %
1990 .
2001 .
45
20
30
2,5
10
80
-
,
-,
2004
.
(www.wikipedia.org/wiki/); , Abraham
Trad,
, (2004) (. 4.8);
Paul Fussel
(1992) (. 4.9).
4.8. -
Abraham Trad, 2004
Wikipedia, 2004
(www.wikipedia.org/ (www.connecticut.org)
wiki/)
, %
, %
Coleman-Rainwater, 1978
14
70
16
0,3
1,2
12,5
32,0
38,0
9,0
7,0
1-3
10-15
30-35
40-45
20-25
4.4.
137
4.9. -
Paul Fussell, 1992 . (;
, ) ( Paul Fussell, Class: A -Guide through the
American Status ,System, 1992, Touchstone, 1992, 208 p.
,
(Invisible Top)
,
(Upper Class)
(Upper-Middle Class)
(Middle
Class)
,
(High Prole)
(Mid Prole)
(Low Prole)
(Destitute)
(Invisible Bottom}
, ,
,
,
. - ,
,
, .
,
. ,
,
. ,
-
30 : 70 ( )
70 : 30,
.
138
4.
.
, ,
(, , )
. ,
90%
. , ,
,
,
,
, .
, ,
(, , , , ).
, Cole man-Rainwater 1978 . [Hawkins et al, 1995, p. 122].
, .
(14%)
(upper Americans)
(upper class, , 13% ) (upper-middle class, 1015%).
= (1-3%) +
(10-15 %)
(upper class) .
. , ,
(,
,
),
.
-
4.4.
139
. ,
.
,
,
, , . ,
, , (, , ,
)
.
,
(hard work). ,
.
,
200 . . ,
( ) , .
.
,
,
.
.
( )
(self made) ( )
(13%) = (0,3%) +
(1,2%)
(upper-upper) (0,3%).
( ),
, .
(community) ,
,
.
Gilbert-Kahl.
(lower-upper)(1,2%)
_-
(.. ).
(orporate class).
140
4.
.
,
. ,
.
, , , , .
3% .
,
.
,
.
(upper-middle) (12,5%).
. ,
,
.
,
.
,
,
.
40 200 . . ,
. , ,
,
/ 35 . .
, .
,
, ,
60 . .
.
, , ,
( ).
yuppies.
, ,
, .
,
,
. ,
, ,
.
,
. ,
.
4.4.
(..
)
141
. 4.5. ,
.
, ,
, .
(70%)
(middle Americans)
Coleman-Rainwater
.
(70%) = (32%) +
(38%)
/ .
-
.
142
4.
, ,
, .
, ,
,
.
,
.
.
.
, 1990-
. ,
-
.
,
,
. ,
( ),
. ,
-
, , , .
.
.
, ,
.
,
.
,
-
.
, ,
,
.
4.4.
143
.
Peter Drucker, 1990 .
(.. ,
)
, 2010 .
[Drucker, 1994, p. 40].
'
.
.
.
,
,
.
,
.
() , ,
. , , , ,
.
,
.
,
.
, .
, , ,
, [Assael, 1995, p. 361].
, -
Sunlnterbrue 2004 .
,
.
, , .
,
.
XX
.
144
4.
.
, ,
, .
.
(16%)
(lower Americans) ColemanRainwater :
.
(16%)
(9%)
(7%)
(upper-lower class) (9%).
, ,
(,
, ).
, ,
.
,
.
, , .
,
.
(lower-lower class) (7%).
. .
,
.
.
,
.
.
.
.
/ .
.
.
4.5.
145
.
.
,
, .
()
- ,
,
, , .
4.5.
.
(
, , ,
)
.
, .
, ,
, .
.
: )
, )
,
.
,
, , ,
, ,
.
1990- . ( ,
),
.
, ,
, ,
146
4.
. ,
,
. ( ),
, , , .
(), ,
. ,
,
(
).
.
.
,
:
,
;
,
()
.
(single-item indexes)
,
.
.
,
.
.
: , , .
.
(occupation)
. ?
,
.
,
.
4.5.
147
,
,
.
, ,
.
.
, ,
.
, ,
.
(socioeconomic index) (.
4.10), Duncan (1985) [Hawkins et al., 1995, p. 130].
, Duncan
,
.
, , ,
(), , ,
.
4.10. (1985)
65
58
84
49
21
24
78
83
28
89
70
15
( )
-
25
78
27
38
46
-))
(education)
.
,
.
( ,
, )
. ,
148
4.
,
.
.
(
), .
()
.
. ,
, 30 .
100 . . , ,
.
(,
) 57 ,
.
.
.
, , .
[Hawkins et ai,
1995, p. 130] 0,33,
0,4 ( 1,0
0
).
, :
,
,
(
, ).
. ,
,
.
.
, ,
,
.
, ,
. , ,
, .
.
, ,
-. ,
,
.
,
.
4.5.
149
(relative occupational
class income)-
. ,
.
, -,
, , .
,
:
, ,
.
,
.
.
(subjective
discretionary income). ,
() [Hawkins (1995), p. 132].
1 6 /
:
, ,
;
,
;
,
.
.
(multi-item indexes)
.
.
( , ,
), .
hollingshead (Hollingshead index of social
position), 1958 . (. 4.1 1) [Hawkins et al.,
1995, p. 134]. -
150
4.
( ),
(, )
(). ,
.
4.11. Hollingshead (1958 .)
( 7)
,
,
,
-,
( 4)
(, Ph.D. . ) 4 ( ) -,
( -)
(12 ) 1011 (
) 79 7
(ISP score) =
= ( 7) + ( 4)
11-17
18-31
32-47
48-63
64-77
Warner
,
Warner 1941 .
-
4.5.
151
Warner
: , , .
. 4.12, ,
(Hawkins et al., 1991].
.
4.12. Warner (1941 .)
-
"
-
-
: .
,
:
,
:
:
4
5
- /
Warner:
(ISC score) = ( 4) + ( 3) + ( 2)
12-17
18-24
25 -37
38 -5 0
51 -62
63 -8 4
j
1.4%
10,2
28,8
33,0
25,0
152
4.
()
+ (911 )
1
2
1
2
(12 )
(1 (, , )
,
4- (, B.A./B.S)
5-
(Ph.D.) 6/7- -
(8 )
, :
, : ,
,
()
,
, , , ,
, , ,
,
(1020 ), (, )
5
7
, (
, )
153
4.5.
. 4.13
: ,
. : ,
.
. , , ,
,
:
. __________________________________________________
, . .
5
5-9,999
10-14,999
1519,999
20-24,999
25-34,999
35-49,999
50
___________________
_______
,
.
,
/ ( , )
7% [Benedict R., Taylor , 1995, p.
19]. 60% (
25% 1950 .), 1995 . 80%
[Engel et ai, 1995, p. 765, 766].
. 4.13
.
,
.
.
,
, .
.
(relationship marketing). ,
.
154
4.
-
. ,
.
, .
. , (selfmade),
, .
, ,
.
,
[Engel et al., 1995, p. 696].
,
.
,
.
.
.
, ,
. ,
,
Coleman Warner,
Hollingshead.
,
,
.
, ,
.
4.6.
.
.
4.6.
"""
1.
/
2.
3.
4.
II
:
1.
2.
3.
4.
-/
III
IV
:
1.
2.
3.
4.
. 4.6.
. 4.6
[Hawkins et ai, 1995, p. 135].
,
.
,
,
/, ,
,
..
/
. , ,
.
,
, .
.
/
.
.
.
,
, .
,
-
155
156
4.
/,
.
,
,
, .
, , ,
.
4.7. ;
.
:
,
, .
. , ,
,
.
.
,
.
( ) (
).
.
.
,
, .
,
.
.
.
,
.
.
, ,
.
. ,
. .
-
4.7. ;
157
. - (
)
.
, ,
, ,
.
,
,
. .
, 59
. , ,
. , ,
.
,
.
,
,
,
.
.
.
.
.
; ,
.
.
,
.
. ,
,
,
, .
, ,
,
158
4.
, ,
[Assael, 1995, p. 364].
, ,
: .
. ,
( , , )
.
, , ,
(
).
,
, ,
.
- . ,
-Daily
, .
,
-
.
.
.
-
40
[Engel et al., 1995, p. 705].
.
. ,
.
, ,
,
.
, (,
, ).
, .
,
,
. -
159
,
, .
, , , .
,
,
.
. ,
(..
)
.
.
,
.
,
, . ,
,
, , .
.
,
,
.
, 10 ,
, ,
[Engel et al., 1995, p. 707].
.
, .
,
.
1.
?
?
2.
,
?
?
160
4.
3.
- ? ,
-
? ?
4.
(upper-middle)
.
()
.
.
? ,
-,
(upwardpull)?
5.
:
-
,
, ,
. -
.
6.
.
4 ?
1.
2.
3.
4.
X
1. 2. -
3.
4.
5.
5.
5.1.
, .. . (group)
, ,
,
. ,
, .
-
.
.
, ,
, .
/
.
(. 5.1).
(. 5.2).
:
(membership);
(tipe of contact);
, (attraction).
-3014
. 5.1.
162
5.
()
(
)
(
)
()
()
(
)
(
)
()
()
()
()
, .
,
(, ),
.
.
(,
) , ,
.
(primary)
(secondary) .
,
.
. ,
.
, ,
.
.
,
.
5.2.
163
, ,
,
.
, ,
, .
.
5.2.
(reference group) ,
.
. ,
.
()
,
.
Solomon Asch (Engel et ai, 1995, p. 716) 1951 .
,
.
,
,
.
, , ,
.
,
. ,
.
, .
.
,
. ,
.
. .
.
, ,
142
164
5.
.
,
, .
(aspiration groups) ,
.
, ,
. ,
.
.
, ,
. ,
,
Procter&Gamble
,
. ,
, ,
.
(dissociative groups) ,
.
, ,
. ,
,
, , .
,
;
.
, ,
. ,
, -.
.
,
.
. ,
.
,
.
5.3. 165
,
, ,
.
5.3.
,
, - .
(informational influence)
,
. ,
-
wvAv.4p.ru
,
, ,
. ,
(, -, ),
- (
) .
(
,
,
, )
.
,
,
.
,
.
, ,
. ,
(principle of social proof)
.
.
(normative influence)
166
5.
, ,
,
( , ,
), . ,
,
.
.
, .
.
/ .
: 1)
, 2)
, 3) /
/ .
, , .
George Romans [Engel et ai, 1995, p. 719].
.
,
. ,
. , ,
, .
, .. , (NP,
normative pressure)
, ..
(; awards perception) (; costs perception):
NP ~ ~ .
, ,
,
.
,
.
-,
( )
.
5.3. 167
.
.
:
;
;
.
,
.
,
.
,
, ,
.
,
,
.
,
.
,
, .
,
.
. ,
, , , ,
. ,
,
, .
,
, .. .
.
.
/.
168
5.
(, ,
), .
. , ,
. ,
.
,
.
, .
,
.
.
,
.
, -,
(identification influence)
-
(valueexpressive).
.
.
, .
.
,
(, ),
.
,
,
.
( ,
, )
()
(, , , ).
- , ,
,
,
.
5.3.
169
.
5.3
-
[Hawkins et al., 1995, p.
151]. -
.
, . ,
.
: ,
, . ()
, ,
, , , , . ,
(, ,
, ).
, , Pepsi-Cola
.
CompUSA, .
,
. 5.3. -
170
5.
. (
) ,
,
.
. ,
Asch,
.
( )
.
, , ,
.
,
. , , , .
, , , , , ,
, , ,
.
, ,
.
. (role) ,
. ,
.
, ,
.
(, ) .
,
, , , , -
5.3. 171
, .
.
.
, ,
.
. , ,
,
,
, ,
.
.
,
,
.
,
,
.
. , ,
, , ,
.
, -
, , .
,
.
.
, ,
,
,
.
,
Procter&Gamble,
Blend-a-Med .
,
.
, ,
.
172
5.
5.4.
,
,
.
.
, ,
.
.
(word-of-mouth)
, ,
,
.
,
, ,
.
,
.
,
.
,
.
:
.
;
,
.
;
,
;
;
,
,
;
;
,
-
5.4.
.
:
;
;
;
.
: ; ,
, .
,
,
.
.
.
,
, .
.
,
.
.
.
.
, ,
.
-,
.
.
: (trickle clown /up /across),
(a two-step flow),
(multistage interaction).
173
174
5.
. (trickle
down)
. ,
,
.
,
. ,
,
, , ,
(. 5.4, ).
.
- .
,
.
(trickle down), (trickle up)
(. 5.4, ), (trickle across) [Assael, 1995, p.
692, 693]. , ,
( ) .
. , ,
.
1954 .
. . , , ,
, ,
[, 5 2004
., . 7].
( )
( )
( )
( )
( )
( )
. 5.4. )
; )
5.4.
()
. 5.5.
.
, ,
,
.
(two-step flow). (. 5.5),
1948 . Lazarfeld [Engel et ai,
1995, p.727], ,
(influentials),
( )
.
.
,
.
(Multistage Interaction).
,
()
. 5.6.
175
176
5.
(, ) (. 5.6).
-
.
,
.
.
? ?
?
.
(
).
1. (sociometric method).
(,
) ,
,
.
. 5.7
.
. ,
( 7),
, 6 .
3, . ,
7.
. 5.7.
5.4.
,
,
.
,
300400 .
,
.
2. (key informant method).
,
,
.
,
.
.
.
.
,
, ,
.
, , ..
,
.
3. (self-designation method).
,
.
,
,
.
,
. ,
.
,
.
.
,
[Assael, 1995, p. 659]:
*
?
177
178
5.
?
?
. , , :
, ..
/
.
. ,
,
.
;
, ,
;
,
, ;
: -,
, ,;
. ,
, .
-
(
monomorphic)
( polymorphic). ,
, ,
, . ,
,
market maven,
[Hawkins et ai, 1995, p. 167J.
.
/
/,
. ,
,
: 1) , 2)
, 3) , 4) -, 5) .
5.4.
.
. ,
.
, .
, ,
( )
, . ,
, ,
,
.
.
.
,
. ,
.
-
().
,
.
Procter&Gamble
.
.
()
.
.
,
.
.
.
:
.
,
;
179
180
5.
, ,
,
,
;
,
.
.
,
.
, ,
. ,
;
.
, .
,
.
,
.
, .
, ,
.
.
. , Coca-Cola
, ,
.
[Engel et al., 1995, p. 731]:
12% 20
;
,
,
-
;
10% ,
,
;
, ,
, 910
;
, ,
,
- .
45% .
5.4.
181
.
.
, ( 2002, 2003 .)
Wal-Mart Stores
, ,
.
.
, ,
. WalMart ,
. Wal-Mart 1990-
0,5% , Kmart 2,5%, a Sears
3,8% [Hawkins et al., 1995, p. 163].
.
.
,
, , .
,
.
-
.
, , PC Week/RE
( )
-. ,
.
,
.
.
. , ,
(examination copies)
.
(
20 , ),
.
-
Amazon.com,
Ozon.ru
.
-
VI-,
182
5.
web-,
.
, ,
. ,
. ,
,
,
.
.
, .. ,
.
, ,
-
.
-
-,
- .
-
.
,
.
,
,
.
,
.
(, )
.
,
, -
5.4.
.
-.
. , . , .
, ,
. , ,
, .
, .
, .
Procter&Gamble,
, , .
. , . ,
,
-
- . ,
,
.
, . 2004 .
. 1991
1998 ., - ,
. - ,
11 . (www.kommersant.ru).
, , .
183
184
5.
.
.
,
.
5.5.
.
,
Microsoft,
.
,
.
(diffusion of innovation)
()
.
.
.
(innovation) ,
,
. , (
)
,
.
, ,
,
.
.
: ,
, (. 5.8).
,
(continuous
innovation)
.
, , ,
.
, ,
.
5.5.
185
|_^_
I
,
. 5.8.
(dynamically continuous
innovation) ,
.
,
, .
Windows MS Office
,
.
,
.
(discontinuous
innovation)
.
(
),
,
.
.
.
-
186
5.
: ,
, ,
.
.
5.9
/
. ,
, .
.
,
.
.
1. . ,
.
2. .
, .
.
, ,
.
3. .
4 (product
(), price (), place (-),
promotion ().
()
()
. 5.9. /
5.5.
.
4. .
.
, , ,
.
,
,
.
.
5. ,
.
.
1998 .
.
6. .
, .
.
- , ,
.
.7. .
, .
.
8. .
, .
,
, .
9. .
, .
,
,
.
30
.
, ,
.
187
188
5.
10.
. ,
,
. ,
. : ,
;
;
. ,
,
.
.
. Rogers 1962 .
5 [Assael, 1995, p. 683]:
(innovators), (early adopters),
(early majority),
(late majority), (laggards).
, S-,
() (.
5.10).
.
()
, %
, S
100 - 50--
-2
. 5.10.
t()
5.5.
189
.
.
[Hawkins et al., 1995, p. 178;
Kotleretal., 2001, p. 200].
(innovators) 2,5%
,
(Q)
(X). ,
. ,
,
. ,
.
,
.
(early adopters)
;
13,5%
.
.
,
. ,
. ,
.
(early majority) ,
, 34%
.
. ,
, ,
.
, .
,
, .
.
(late majority)
,
; 34%.
.
-
190
5.
,
.
, ,
.
(laggards) (16%),
,
.
.
.
.
, ,
, .
, ,
,
.
, (68%
) .
,
, , , , ..
.
,
,
.
.
, ,
,
.
.
1. ,
( / ):
-;
web-;
;
;
;
191
_ ;
;
;
;
;
;
;
/;
/;
;
.
, :
/
/
/
2. ()
.
X
1. 2. - 3.
4.
5.
3.
(,
, /-)
().
(4)?
4. ()
?
/.
( )
? ?
5. (,
, , ,
),
( / ):
- ;
;
192
5.
-;
;
;
/;
;
.
?
?
6.
6.1.
,
.
. (, ,
), , ,
, , , .
. , ,
.
,
.
, ,
[Engel et ai, 1995, p.
742]. , ,
(), .
. ,
,
.
.
,
, , .
,
, .
.
.
, , ,
. 2002 . ,
.
.
.
.
194
6.
3
23,8%
. 6.1.
, 2002 . (www.gks.ru)
. , 2002 . ,
(. 6.1, www.gks.ru). 27,6%
. 18 52%
, ,
, 48% .
, ,
( ,
, , ,
, ; ).
.
(
).
,
(. 6.2).
,
.
6.2.
.
-
6.2. 195
. 6.2.
.
,
.
,
.
( 30,3%) [Hawkins
et al., 1995, p. 191],
(Household Life Cycle, ) (. 6.3).
.
-
, ,
.
.
. (
35 ) .
, , , ..
.
.
,
(), .
, ,
, ,
.
.
. -
196
6.
( 35)
*
*
(3564)
2
2
*
*
*
*
*
*
( 65)
. 6.3.
.
.
.
.
, ,
.
1: .
.
, , .
.
.
. .
,
.
.
. ,
, ,
6.2.
. 3564 ,
.
, ,
,
. ,
, .
1: .
: ;
,
; , .
,
.
2:
. 3564 , ,
, .
(, , ), ,
.
.
, .
2: .
3564
. ,
,
.
.
,
.
.
2: .
64 ,
.
.
, , .
,
.
.
.
,
. ,
,
, .
197
198
6.
,
.
. , ,
1 . ,
,
. ,
,
, .
,
.
Hawkins [1995, p. 197]
/ (. 6.4).
,
.
, .
,
. ,
, .
( 35)
(3564)
_________ F*-1?'
2
2
1
___
_ L'-^-l.
( 65)
. 6.4. /
6.3. ;
,
?
.
.
, ,
, , ,
. ,
-,
.
1.
?
2. , ,
?
3.
?
4.
?
, .
, , , , , ;
, .
6.3. ;
.
.
, ,
,
.
199
200
6.
( ,
) [Engel et al., 1995,
p. 745].
.
, ,
.
.
,
,
.
, (,
,
)
. (, , )
.
.
, ,
.
.
.
(initiator)/npu
(gatekeeper)/
(information
gatherer).
,
,
. .
(influencer) ,
.
(decider), ,
(decision
maker).
/
.
(buyer, purchaser) ,
. ,
,
(
), .
(user) , .
. , ,
Safeguard
Procter&Gamble.
-
6.3. ;
.
, ,
: ,
, ().
, ,
,
.
, , ,
. ,
.
.
, .
. , ,
,
,
.
(.. ),
.
.
,
. 6.5, S 1,41 1; Ml 1 ,
1 1, 1
1 ..
. , ,
, : ,
,
/.
,
.
, .
201
202
6.
(4)
()
. 6.5. ,
, ,
. , ,
1990- .
all in one ( ). ,
,
, - , .
6.4.
,
.
, ,
.
.
.
(directly relevant) (indirectly
relevant). ,
.
, ,
6.4.
203
,
, , ,
, , .
. , ,
/
. , ,
: Calvin Klein oe
.
, ..
. ,
, .. .
.
:
,
,
[Hawkins
et
ai,
1995,
p.
202].
(instrumental training)
.
.
(modeling)
.
.
.
.
,
,
. ,
.
, ,
.
(mediation)
.
. ,
.
, ,
,
204
6.
, ,
[Assael, 1995, p. 573].
(observation)
.
.
(co-shoping)
.
- ,
,
.
(direct experience)
.
,
-.
,
.
.
. /. Piaget
[Assael 1995, p. 573]:
(preoperational stage).
, 37
, .
.
, ,
;
-
(concrete
operational stage). 811 ,
.
,
. , ,
( ).
-
(formal
operational stage)- 1215
.
.
, ,
.
,
.
,
-
205
,
, .
,
.
,
.
.
, .
,
.
.
.
. ,
,
, .
1. ,
. ?
2.
:
;
;
;
;
;
;
/;
;
.
?
3.
: )
)
.
?
4.
( )
.
206
6.
1. 2. -
3.
4.
5.
1.
2.
3.
5. (, , , )
(. . 6.5),
.
/
/
()
()
()
()
III
III
7.
7.1.
7.2.
7.3.
7.4.
7.5.
7.6.
8. ,
8.1.
8.2.
8.3.
8.4.
8.5.
9. ,
9.1.
9.2.
9.3.
9.4.
9.5.
10. ,
10.1.
10.2.
10.3.
10.4.
11.
11.1.
11.2.
11.3.
11.4.
III.
.
.
.
,
,
.
,
.
,
.
.
, :
,
, , ,
,
.
7.
7.1.
, ..
().
.
.
(information processing)
( ), .
. 7.1
.
210
7.
__________
7. 1.
(Hawkins ef at., 1995, p. 238)
(perception) ,
( );
.
.
, ,
.
.
,
, ,
, , .
.
.
,
.
: , , .
.
7.1.
211
(exposure)
,
. ,
, , ..
() , .
, ,
,
, , , .
(attention) ,
. - .
(interpretation)
. , .
,
.
. ,
(sensation) .
(memory) .
()
().
,
.
, .. .
,
.. . , ,
, .
.
. ,
,
, .
.
/ .
(. . 7.1).
, .
.
212
7.
. 7.2.
(,
,
,
)
.
, ,
,
.
, .
,
(. 7.2) [Hawkins at ai, 1995, p. 239].
, ,
. ,
,
(.. )
.
.
,
.
, ,
.
.
7.2.
(exposure)
, , ,
.
,
7.2.
213
. ,
, ,
, , .
( ).
,
, .
,
.
.
, .. ,
-
.
(. . 7.2).
,
, .
?
, . ,
(), .
.
,
.
.
,
. /
.
, ,
.
,
, .
, ,
-
214
7.
, ,
.
. ,
, ,
.
.
,
.
.
:
, , .
,
;
;
, .
,
, ,
,
, .
(subliminal
persuasion) [Engel et ai, 1995, p. 474].
() ,
. , ,
.
.
,
.
, ,
.
, .
.
( I)
(I):
I
K
,
I
, .
7..3.
215
, , , ,
, 15%. ,
100 .
15 .
7.3.
(attention) ,
.
,
.
,
, . , ,
1820 .
.
, .
, .
.
, ,
. ,
,
%
.
1970- .
1980- . Newsweek , 62%
(22% ) [Hawkins et ai, 1995, p. 240]. ,
, ,
.
,
.
. , ,
.
.
216
7.
,
,
.
5 .
.
300 .
( , , )
100 .
,
,
.
,
. ,
, :
,
()
.
, ..
/
.
, .
.
.
, .
.
, .
,
.
.
. (
, ) ,
.
.
.
, .
,
-
41%.
.
7.3.
217
, - .
.
. , ,
, , .
,
.
(
).
, ,
.
.
,
(
).
,
(, -), , ,
.
, .
.
-
.
.
,
. ,
, .
.
,
,
( , , ),
, . ,
.
.
, ,
.
.
() .
.
-
218
7.
. 30 24
.
,
, .
.
.
, -
.
,
,
.
, ,
.
,
, ,
.
,
.
,
,
.
,
.
.
,
, .
, ,
, ,
-
, 120
.
4.5 . (25 .), 69 .
. 100 ,
10 .
.
7.3.
219
!
[Hawkins, et 1995, p. 602].
.
.
,
,
.
.
, ,
.
.
, ,
.
, .
, ,
.
.
, .
,
(,
) (, ).
.
.
() (
) ,
. , ,
, , ,
.
,
.
.
.
,
.
,
, ,
.
220
7.
. ,
, ,
. (,
) ,
.
- .
.
.
.
,
.
,
,
.
,
, ,
. , ,
,
.
( ,
)
.
.
.
.
.
.
.
.
- , ,
.
,
.
.
, .
.
7.4.
221
,
.
.
,
.
/,
, ,
.
.
. Krugman ,
,
[Hawkins et ai, 1995, p. 249J.
, ,
,
.
.
, ,
,
, .
.
7.4.
(interpretation)
.
,
, (. 7.3).
()
, , , .
(cognitive interpretation)
,
.
, .
-
222
7.
. 7.3. /
. , , .
. , CD , ,
, ,
.
-.
, ( ). ,
,
-
(), .
, . ,
,
,
.
,
, .
(affective interpretation) , ,
.
,
(
)
. ,
,
.
7.4.
223
.
, .
. ,
, .
. , ,
,
.
(knowledge), ,
.
. .
,
,
, ,
.
.
. , ,
, ,
, .
,
, .
(motivation)
. , ,
/ .
.
),
.
, .
, .
(expectations).
. /
,
.
, , ,
, , .
224
7.
. ,
,
, .
,
. , ,
,
,
.
(proximity)
,
, .
.
Coca-Cola General Foods
,
,
. -
Coca-Cola 1980 .:
Coca-Cola
, , , [Hawkins et al., 1995, p.
251].
. , ,
, .
(simplicity)
.
.
.
. ,
. ,
, .
. ,
, .
.
-
. ,
, ,
.
7.4.
225
. ,
, . _
, , .
. , ,
, , , , , , , , ..
.
,
. [Engel et ai, 1995, p. 494]:
, , ,
, ( ), ,
( "X"),
( "X" ).
. , , Name
Lab, Compaq
.
,
.
, ,
, .
, .
,
,
.
, on sale ( ) .
,
:
.
. ,
. ,
. ,
.
8-3014
226
7.
,
, . ,
(, , ).
, .
,
. , ,
.
,
.
.
-,
.
.
, ..
,
. 30%
[Hawkins et al., 1995, p. 252J.
, ,
,
.
,
.
7.5.
() .
.
.
,
,
,
. -
7.5.
227
. ,
, .
,
( )
.
.
.
,
[Hawkins et al., 1995, p. 287]. ,
.
Engel [(1995), p. 503] :
, , (. 7.4).
. 7.4. :
(sensory memory) ,
,
.
.
, . .
(short-term memory)
. -,
. -, .
, , , . 30 .
228
7.
(long-term memory)
,
.
.
,
.
,
.
7.6.
.
:
-;
-;
;
;
;
.
-
- (internet marketing) ,
,
.
-
-,
.
-
,
.
-
PLM (Product Lifecycle Management,
),
(digitd mock-up, DMU), PDM
(Product Data Management). PLM
, , ,
, ,
, , ,
. PLM
Boeing, Airbus, ,
, -
7.6.
229
- . O.K. [PC
Week/RE, 28 2004 ., . 16].
, ,
,
.
.
-
.
.
,
,
. , -
.
- >6-, ,
, -, ,
,
, web- ( ).
, ,
.
, , ,
,
.
(
) .
, ,
, . , ,
- (
) - gazeta.ru
-.
-
. ,
, ,
.
,
.
230
7.
,
.
,
, , .
, Pepsi-Cola
.
.
.
, .
,
,
.
.
,
.
. , ,
--
( , ),
,
. ( )
.
,
.
,
. MacDonald's
.
,
.
, -
7.6.
231
. ,
,
.
(,
, ),
. ,
,
.
,
.
.
. (branding)
.
Samsung 2002 . 2 . [
24 2002 ., . 13].
. Gold Star LG
.
. 2004 .
[, 12 2004 ., . 17].
,
. NameLab,
Compaq ,
Gateway. ,
.
Compaq com , a paq
, . Intel
. Intel
INTegrated ELectronics (
).
.
, Mustang,
232
7.
, Apple (), ,
.
. ,
.
,
,
, .
:
. , ,
, .
,
.
, , ,
.
, , ,
.
,
.
,
.
.
,
.
.
, , .
,
.
,
.
.
(www.nytimes.com), (Google, Yandex),
(www.angelfire.com),
- (www.Amazon.com).
,
.
7.6.
233
,
.
.
, , , .
.
.
, ,
(, ), .
, ,
.
( ),
.
. ,
, .
/ .
, ,
:
.
;
. ;
.
;
. ,
.
.
.
. ,
-
234
7.
.
.
.
.
, . ,
- ,
.
.
,
.
.
,
.
.
:
, -,
. (theater test)
.
,
, (
) . (day-after recall)
.
. (recognition test) ,
.
.
(Starch score) -
.
,
.
(,
, ) .
:
(noted). ,
;
-
(seen-associated).
, ,
;
235
(read most).
50% .
.
. -, -. - 515 ,
,
. -
.
. , , 1)
2)
-.
, . 7
. :
, , .
,
.
(, , , , , ), (
), (, , ,
, ; ).
1. ( 4P),
.
?
2.
. ?
3.
.
4. (, ,
)
(, , )
()
, :
236
7.
; ;
;
;
;
;
;
1.
2.
3.
1.
;
;
;
;
;
;
-.
2.
3.
5. (
)
(), :
1.
2.
3.
X
5.
1. - 2. - 3.
4.
,
4P?
8. ,
8.1.
,
.
,
, .
2003 .
Philips. DVD-, ,
, MP3--
. 30%
,
[, 13 2004 ., . 17].
(
,
. 8.1.
238 8. ,
, , , ),
,
, .
,
. . 8.1,
,
, , ,
.
, .
,
,
. ,
.
(learning)
.
,
, . 8.2.
,
/ .
.
:
. 8.2.
8.2.
:
*
/
-
();
*
-
() .
, , :
(cognitive approach) (behaviorist
approach) (Engel el a/., 1995, p. 514].
, .
,
(..
).
8.2.
239
.
.
() .
. 8.3.
()
. 8.3. : -
, .
,
. ,
, ,
, ,
,
. ,
.
, ,
.
,
,
.
. ,
, ,
. ,
-
.
. . 8.4
( )
( )
: , ,
/, /-
240 8. ,
:
. 8.4.
(conditioning) ,
() ( ).
(stimulus-response).
.
,
.
8.2.
241
- (unconditioned stimulus)
(unconditioned response) .
, (conditioned
stimulus), .
(conditioned response), ,
.
- ,
, (
). -
.
(classical conditioning)
. . 8.5
. .
( )
( )
()
( )
. 8.5.
(, , unconditioned stimulus)
(, .. , unconditioned
response) . (, , .. , conditioned stimulus),
(, ,
, .. conditioned
response).
,
. ,
Marlboro ,
,
-
. -
242
8. ,
.
:
,
- .
Pepsi-Cola,
;
,
.
,
,
;
,
, , ,
.
.
Marlboro ,
.
. ,
, , ,
.
, , . 8.6
[Hawkins et al., 1995, p. 273].
.
8.6.
8.2.
243
-
. ,
30
.
, .
.
, , ,
, . ,
,
.
,
(pperant conditioning)
,
-
(reinforcement).
.
() .
.
. ,
, .
, .
, ,
. -
(
).
, (/). . 8.7.
(
)
( )
8.7.
244
8. ,
, .
-,
.
/.
.
() .
, ..
, . , ,
.
, .
.
, , ,
.
( ) .
, ()
.
. ,
.
( ),
,
. (), ,
.
,
. (shaping )
. 8.8 [Hawkins et al., 1995, p. 274].
.
: ,
,
.
( ,
) .
8.2.
245
, ,
. 8.8. /
(),
,
- ,
.
, ,
, .
- , , - (
), (-).
,
. , ,
Microsoft Longhom
2004 .,
. ,
,
. , , .
, ,
,
.
-,
[, 16
2004 ., . 17].
.
, , :
, , , , , ,
246
8. ,
, , ;
-
(dialup.tochka.ru).
( , ),
().
,
Procter&Gamble (www.pg.com),
Wall-Mart (www.walmait.com). ,
FatWallet.com, CoolSaving.com,
,
;
,
(rebate) ,
(trading stamps) (
);
, ..
, ,
( )
;
, /
: ....
.
,
, .
. , ,
, -
.
,
.
,
. ,
, ,
,
.
,
8.2.
247
.
.
: ,
,
.
,
. , ,
, ,
.
, .
. .
(iconic rote learning), ,
. ,
, : Hewlett Packard
, , " ".
,
.
, .
/.
, , ,
.
,
.
, .
/ (Vicarious/ Modeling Learning).
,
- .
.
.
248
8. ,
.
.
, .
,
,
, .
.
, , , ,
. ,
.
,
( ),
.
.
.
(reasoning)
.
,
.
, , .
,
, ,
.
,
(Hawkins et al, 1995, p. 278) . 8.1.
8.3.
-:
; , ; ,
; ,
; .
-
8.1.
,
,
Chrysler , Chrysler
I
!
,- ,
, , j
.
, ,
,
( , )
, , - , , -j
, , , . .
.
- - , Apple
|
( , -
__ Apple
/- ,
,
, ,
,
. |
,
( |
!
( , - j
|
250
8. ,
, , .
(strength of learning)
. , , ,
. :
, , , .
, 1) / ,
, 2) , 3)
( ), , 4) (
) , 5) .
(importance) .
,
.
,
.
, .
, ,
. , ,
.
(elaboration)
, .
, .
, . ,
.
, ,
.
, .
, .. ,
, -
8.3.
251
, . ,
, , .
.
,
. , , ,
.
/ (reinforcement) (),
.
( ),
.
, ,
.
, ,
.
, . ,
,
.
/ . -,
, . , ,
, ..
.
(repetition) .
, ,
/ .
.
,
.
,
.
48- ,
252
8. ,
.
23 ,
4 .
.
,
. . 8.9
[Hawkins et al., 1995, .
282]. , ,
13 .
13- .
.
13 .
4 .
.
,
.
.
50-
20-
4 8
16
25
50
. 8.9.
8.3.
253
, .
.
. ,
,
.
,
.
( ) .
. ,
-
- '
.
, , ,
,
.
.
,
.
(rehearsal) .
.
. ,
, , ,
. . -,
, .
, , ,
.
(imagery). , , , . ,
Camel () Apple ()
,
.
. -
254
8. ,
,
, .
,
,
.
.
.
, , ( ),
- . ,
, - Amazon.com (Amazon
); - colibri.ru
. - Ozon.ru, Biblion.ru
. ,
, , ,
.
,
.
,
,
.
. ,
,
.
(extinction),
.
(, -,
-) ,
.
, ,
,
,
.
, /
, ,
.
, -
8.3.
255
,
.
, .
.
, ,
. , ,
,
, (
).
.
,
,
,
.
. ,
,
.
.
,
.
, .
,
, .
- ,
( ), LG ( Gold Star),
BenQ ( Acer).
, ,
.
.
,
(stimulus
generalization)
. ,
, .
, ,
-
256 8. ,
(
-) Samsung,
.
, . , ,
.
( ),
(
)
( ). ,
.
.
,
,
.
, ,
.
-
,
. ,
, ,
.
me-too.
.
(erand leverage),
(family branding),
(brand extension), (umbrella
branding).
.
, .
.
,
()
[Hawkins et ai, 1995, p. 285]:
(compliment)
:
(substitute)
;
8.3.
257
(transfer)
, ;
(image)
, .
, ,
.
:
Gillette
Silkience (). Silkience
/
;
General Electric
;
Levi Strauss
Levi .
(stimulus discrimination),
,
.
, ,
.
.
, , .
,
. .
,
.
,
.
. ,
,
. , , ,
(.. ),
[Engel et al., 1995, p. 5381. : , , ,
, , .
258
8. ,
(response environment) -
.
.
,
.
( ) ,
.
,
.
:
1) ,
() ,
2)
, .
, .
,
.
,
, .
8.4.
.
: ,
.
[Solomon, 1992, p. 115).
,
, . . 8.10
.
, .
- . ,
-
8.4.
259
:
() ()
:
:
, ,
:
:
, ,
(.. ),
. 8.10.
.
, , ,
,
, ,
, .
,
. ,
, ,
.
.
,
,
.
.
.
260 8. ,
. ,
, ,
,
.
, ,
.
.
, ,
(rehearsal)
(elaboration) ,
.
,
. ,
, ,
, , .
, .
, , .
. (chunk) ,
[Solomon, 1992, p. 114].
, 35 .
,
, .. .
.
, .
,
. ,
, , ,
.
[Hawkins et
ai, 1995, p. 2881:
, ,
;
.
,
, .
8.4.
261
,
.
, ,
, , ()
..
,
.
, , , .
,
.
,
. ,
, .
,
,
.
, , .
, . ,
.
.
,
.
, .
. 8.11. ,
, ,
.
, ,
. ,
, .
, ,
,
(, ,
) .
,
, , .
262 8. ,
. 8 . 1 1.
, .. .
, , .
,
.
. . 8.12
.
,
. , ,
,
.
-
op
. 8. 12.
, ,
8.5.
263
. Sprite !
Sprite.
, ,
() (evoked set).
,
,
, (script),
. ,
,
.
8.5.
( )
.
-
,
,
, .
, ,
.
, -
, . Sunkist
Growers (,
)
.
, -
. ,
.
Sunkist Fruit Gems .
,
(Hawkins et at., 1995, . 289).
264
8. ,
,
.
, ,
,
Snowpup ( ).
. ,
Snowmaster ( ), ,
[Hawkins /.. 1995, p. 289].
.
. . 8.13
*Cadillac
Mercedes
*Buick
*Oldsmobile
*Pontiac
Chevrolet
Nissan
Toyota
Honda
VW
Mazda
* General Motors
265
1. ?
/ ,
?
2. ?
?
3.
:
)
;
)
?
.
266
8. ,
4.
:
)
/;
)
;
)
?
.
5.
?
( , ,
, )
6. :
)
;
)
/
:
;
- Samsung
(, .
. ,
);
;
.
7.
.
X
1.
2.
3. 4.
5.
,
4P? 8.
/
?
9. ,
(consumer motivation)
.
(personality) ()
.
(emotions) ,
, .
.
,
(
)
( )
,
(
).
.
, .
9.1.
(motivation)
(motion). , .
, ,
. ,
, ,
. . 9.1
, :
,
,
[Mowen, 1995. p. 192).
,
. , ,
,
(, ) .
, .
,
.
,
, ,
. -
. 9.1.
9. ,
. ,
, ,
.
( , )
, .. (
).
. ,
. , ,
, , ..
. .
, , ,
,
.
, (drive state). ,
, ,
.
, ,
.
. ,
, .
.
.
9.1.
269
. , , ,
,
.
.
,
.
, , -
.
, , ,
.
, .
(. . 9.1),
.
. ,
, .
, .
,
.
,
, ,
, , ,
.
,
(Hawkins el al., 1995,
p. 299], . -
,
, 1000
.
() .
?
. ,
.
, , .
-
270
9. ,
.
.
-, .
,
. . 9.2
.
.
(
)
( , ). , ,
,
( )
. ,
,
, .
,
. ,
.
,
, ,
. ,
, ,
.
.
, , ,
/
,
, ,
/
, , , ,
,
. 9.2.
9.2,
271
9.2.
-
.
McClelland
D.McClelland 1965 . ,
.
, (Mowen, 1995,
p. 197).
(achievement
motivation) ,
.
McClelland , 83%
,
, .
McClelland ,
(need for affiliation), Maslow (belonginess need).
, .
. ,
.
.
,
.
, , , , .
(need for power)
. ,
, , .
,
, .
,
.
McClelland ,
, , , -
272
9. ,
.
. ,
.
Maslow
Maslow
.
:
;
, ;
,
;
.
. 9.3 Maslow [Solomon,
1992, p. 76; Hawkins et ai, 1995, p. 300].
. 9.4.
Maslow
. :
(
),
( );
( ,
5. : , ,
, .
4. : , , ,
.
.
3. : ,
, .
2. :
, , .
1. : , , ,
, . .
,
. 9.3. Maslow
9.2.
273
:
,
,
,
,
, .
:
Campbell's Soup
:
: , , ,
, , ,
, , .
:
: :
:
R-Style:
:
: , , , , , ,
,
:
Lexus RX 300: Siemens:
(Global network of innovation)
:
: , , , , ,
:
Land Cruiser 100 Toyota: .
: , , , , ,
:
, (Be all you can be).
:
. 9.4. Maslow
);
(
).
McGuire
McGuire ,
, Maslow.
274
9. ,
McGuire,.
[Hawkins et al., 1995, p. 302).
(Need for
Consistency). - ,
.
, , ,
(, ),
..
( )
(
).
,
.
(need to attribute duration). ,
- ,
.
,
.
-
?
( ). ,
, .
, , ,
.
(need to categorize).
.
, ,
. (
) ,
. ,
4 . . 1 . .
,
. 9,95,
49,95 . .. -
10 50 .
(need for cues).
, ,
. ,
9.2.
275
, . ,
, , ,
.
.
,
.
Schaffner and Marx
:
.
.
(need for independence).
.
, ,
, ,
.
MasterCard
. ,
, ,
.
:
.
(need for novelty).
.
.
. ,
, ,
.
.
, ,
-
, .
(need for self-expression).
.
(
), . ,
, , , ,
-
276
9. ,
,
. , ,
,
.
- (need for ego-defence).
, .
,
. . ,
,
- ,
.
, Head and Shoulders,
- ,
.
(need for assertion).
,
, .
.
(needfor reinforcement). ,
. ,
(, , , ),
, .
Ariel, Comet Procter&Gamble.
Keepsake , :
,
.
(need for affiliation).
. -
. .
.
( , ) -
9.3.
277
,
.
(need for modeling).
.
, .
, .
,
, .
9.3.
.
. ,
, ,
, .
,
.
, .
- ,
,
.
.
.
: 1) , , ,
; 2) ,
; 3) .
,
.
, ,
, .
, (manifest motives).
, : ?,
: ,
,
, .
,
, ,
.
278
9. ,
, , (latent motives).
, , ,
,
, ,
.
.
.
. ,
, , ,
.
. 9.5
.
. ,
.
, .
, :
?
.
.
, ,
(
).
.
,
, ,
.
. 9.1
(Berkman, 1986, . 65; Solomon. 1992, p. 85; Hawkins et al.,
1995, p. 308).
. 9.5.
9.3.
279
I. (Association techniques)
( )
.
, ,
(Successive word association)
: ,
, .
3-
, . . -
. .
,
.
,
.
,
,
II. (Completion techniques)
.
, , :
(Sentence completion)
,
, __________
(Word association)
(Copy compktion)
, ______________________________
,
.
, ,
280
9. ,
. 9.1
. -
.
, ,
.
III. (Construction techniques)
(Cartoon /
techniques)
.
.
,
, ,
,
-,
(Third-person techniques)
.
,
.
,
(Picture response),
.
()
,
.
,
(Psychodrawing)
,
, ,
,
IV. -
Focus groups
(8 10 .)
-
( )
,
,
.
,
, ,
9.3.
281
-
.
.
. ,
(. . 9.5)
.
?
,
.
, , ,
.
.
.
, .
,
.
.
. .
,
.
,
,
.
,
,
.
,
: -,
, .
(approach
approach Motivation conflict).
.
. -
282
9. ,
. ,
.
. , ,
Procter&Gamble
,
.
, ,
,
.
.
(approach avoidance motivational conflict).
,
.
, -
( , , , )
.
/.
, ,
,
.
, .
.
(avoidance avoidance motivational conflict). ,
.
,
.
.
,
: ,
.
9.4.
283
,
.
(Engel el ai, 1995, p. 433).
o
. ,
.
-
, ,
.
.
,
:
.
.
.
(, ) : -
.
: ,
, ,
(Assael, 1995: p. 375).
.
,
, ( )
.
,
(id), (ego) (superego).
-
.
.
.
,
.
.
,
, ,
. ,
284
9. ,
. , ,
[Assael, 1995, p. 376].
.
,
. ,
,
,
.
,
-, .
Ditcher
Ivory Soap Procter-&Gamble
1940 . Ditcher
.
, ,
Ditcher : ,
Ivory Soap... .
. ,
,
.
,
.
. -, ,
,
. -, ,
, , ..
. ,
. , ,
.
Alfred Adler. Adler
.
,
9.4.
285
.
, Karen Homey , ,
, -.
:
(compliance), ; (aggressiveness),
(detachment), .
Homey, Cohen -- (CAD) [Assael, 1995, p. 379).
35 .
, Cohen , , ,
, ;
; , ,
.
,
( ),
.
, ,
, , ,
( ), , , ,
( ).
(self-concept) . (
, private self) , .
( , social self) ,
(. 9.6)
[Hawkins et al., 1995, p. 318].
. 9.6.
286
9. ,
.
. 9.7 .
.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
. 9.7.
,
-. . 9.8
.
:
(, , self-consistency)
.
. 9.8.
,
. ,
(
),
, .
,
( ).
,
, -.
,
.
9.4.
287
(actual self-concept),
, .
,
,
, ,
, .
.
(desiredself-concept)
.
, .
,
, .
, , ,
,
, ,
.
, White ,
.
.
.
[Assael, 1995, p. 380].
, ,
,
, .
,
, , ,
. ,
, ,
, .
,
,
,
.
.
. , (..
),
, , ,
, .
.
.
288
9. ,
(, , , ).
,
.
, , ,
, ,
.
,
. . 9.9
.
, , , , ,
, , , .
, /
. 9.9.
, ,
, ,
,
.
, . ,
,
.
,
, ,
, .
:
, ;
. ,
.
9.4.
289
. ,
.
,
.
Cattel
. Cattel ,
, .
( ),
, , . Cattel ,
,
,
. ,
,
.
. 9.2 [Hawkins et al., 1995, p. 310]
.
9.2. Cattell
:
: ,
, ,
:
: , ,
, ,
: ,
:
: ,
,
: ,
,
: ,
,
: ,
,
: , ,
: ,
,
: ,
: ,
-
: ,
: ,
:
: ,
,
: ,
,
: ,
,
,
290
9. ,
:
:
,
. 9.2.
:
:
,
,
:
,
:
,
,
: ,
,
:
, ,
,
: .
,
Gordon ,
, , ,
, (
).
, .
,
,
,
(
) [Assael, 1995, p. 382]. ,
Marlboro Cowboy
.
9.5.
(emotions) ,
, .
, .
,
.
, .
,
. ,
(
),
,
.
,
,
:
, (),
,
9.5.
291
, .
( ) ,
.
,
,
.
,
.
.
, , :
!
,
.
, Intel inside
Pentium II
! ,
. Beeline
, ,
,
.
. ,
,
. .
,
.
,
,
, .
/ , ..
. . 9.10
.
. 9, 10.
292
9. ,
. Plutchik
:
(fear), (anger), (joy), (sadness),
(acceptance), (disgust)
(expectancy), (surprise) [Engel et ai, 1995 p. 440;
Hawkins et ai, 1995, p. 313]. Plutchik
, ,
.
,
,
.
,
(pleasure),
(arousal)
(dominance) PAD).
,
.
. 9.3 PAD;
,
; ,
. . 9.4
12 [Hawkins et
ai, 1995, p. 314, 315].
9.3. ,
, ,
, ,
, ,
, ,
, ,
, , ,
, ,
, ,
, ,
, ,
, ,
, ,
9.5.
293
. 9.3
, , ,
, ,
, ,
, ,
, ,
, , ,
, ,
,
, ,
,
,
,
, ,
,
, ,
.
, .
,
( ).
294
9. ,
,
,
.
,
Sprite e !.
, . ,
, , . ,
, , ,
,
.
,
, ,
.
.
,
, .
,
.
, ,
.
,
,
( ) (
) ,
.
. ,
,
,
.
,
,
.
,
.
,
. , , Stife-Guard
Proacr&Gambie
295
.
BBDO.
,
. 26 , ,
, .
. 1800
, ,
53, 26 ,
.
.
53
,
. , .
, Gillette, Pepsi-Cola, Polaroid, Wrigley. ,
, Gillette The Best a Man Can Get
[Hawkins et al. 1995, p. 317].
1. ?
2.
( ) .
3. McClelland
(
, /,
)
;
;
;
;
;
;
;
;
;
;
4P
;
;
;
;
;
...;
;
;
;
.
4.
,
.
Maslow (, , ,
, ),
296
9. ,
/
.
5.
McGuire ( ,
, , ,
, , , -,
, , , )
.
6. Cattel (-,
--,
-,
-, -, -,
-,
-,
, - (),
-, -,
-
,
)
?
7. (: , ,
),
?
8. ,
().
?
X
1. 2. - 3. 4. 5.
10. ,
10.1.
.
. ,
,
. ,
,
, .
.
, ,
.
, , : ,
,
,
,
,
, , , ,
(
. .A.) [Mowen, 1995, p. 705].
,
.
.
, ,
. ,
(Engel et al., 1995, p. 443].
, ,
.
. ,
, .
,
, ,
.
Nestle
,
, -
298
10. ,
, ,
, , '
. ,
.
, .
,
.
, , .
Rokeach (Rokeach Value Scale)
(. 10.1). Rokeach ,
(,
), (
) (Engel et /., 1995, p. 445).
10.1. Rokeach
( )
I
( )
10.1.
299
,
.
.
,
: ?
, ,
, , ,
?.
, , .
.
.
, .. , ,
, ,
,
. , ,
, ,
. ,
,
, ,
.
,
, (Mowen, 1995, p. 709).
,
. . 10.1
.
2001 .,
.
( -)
. , ,
300 10. ,
,
,
,
,
, ,
-
, -,
, ,
. 10.1.
. ,
,
,
.
,
.
-
.
: ,
,
, , .
10.2.
301
.
. , , Stouffer's
Inc.
.
.
.
,
,
.
: [Mowen, 1995, p. 709].
.
10.2.
(consumer lifestyle)
, ,
.
. ,
, ,
.
, (
, )
.
,
.
,
.
, ,
, , , ,
, , ,
, , . ,
,
.
,
, , .
.
(. 10.2)
(Hawkins el al., 1995, p. 328).
302 10. ,
. 10.2.
,
() , ,
, ,
,
.
,
, , ( ,
), ( , ).
(, ,
) ( ,
, , ). ,
, ,
.
.
,
, ,
,
.
,
.
, ,
.
10.3.
303
10.3.
(psychographics).
(Quantitative,
AI
( ) , :
, . . 10.3
,
.
,
/. ,
:
?.
?
-
- , ?,
?.
/ ,
.
()
(I )
()
()
()
. 10.3. A
304 10. ,
. ,
,
.
,
,
.
AIO
.
,
, ,
,
. ,
, .
, ,
.
AIO.
VALS VALS 2
1978
.
10.3. 305
10.4 VALS 2
, . ,
,
.
, .
: , ,
, .
. 42 .
, ,
,
.
VALS 2 .
(actualizers) , , , . , ,
.
,
, .
,
.
,
.
.
306 10. ,
,
.
(fulfilleds)
,
, , ,
, .
.
(..
).
. .
,
.
,
,
,
, .
(believers) ,
,
- , , .
.
,
.
, ,
.
,
.
-
.
, .
(achievers)
,
,
.
. ,
, , .
, .
, .
,
-. ,
, ,
, .
10.3.
307
(striven) ,
.
.
, .
.
, ,
. .
. ,
. , ,
.
.
.
. .
, (experiences)
, , , .
, ,
, .
,
,
. ,
.
,
. ,
, .
,
, , .
(makers)
.
, ,
, ,
. , ,
, ,
,
. ,
,
.
(, ,
).
, (struggles)
, , ,
,
, -
308 10. ,
.
,
.
, .
,
.
VALS 2,
Chevron, Mercedes-Benz, Eastman Kodak [Belch,
1993, p. 166].
,
(
,
),
.
VALS TNS Gallop
Media ,
.
(www.sric-bi.com/VALS), ,
, ,
. VALS
Japan .
LOV
:
( 1, 2, 3, 4); -
10.3.
309
( 8 9); ( 5, 6, 7).
, ,
.
.
19701980- . [Mowen, 1995, p.
269].
: 100 .
. , 45% ,
, 75%
.
1970- .
. ,
, .
, ,
, . ,
.
.
1979 . , , ,
. , ,
, , 15,2 . .
. , .
,
, .
.
25% 56%
1980 . 19% 1982 .
54% 1980 . 91% 1984 . ,
.
310 10. ,
(GeoVALS, www.sri.com/VALS),
()
.
Claritas
PRIZM.
40 , 12
.
:
, ,
, , ,
, >>.
.
PRIZM
,
.
. ,
,
.
, ,
- [Hawkins et al., 1995, p. 338].
, ,
,
- - ,
( ) ,
, , .
. ,
, ,
-
.
, ,
.
.
250
15 .
14 BSBW
Global Scan \Hawkins et al.,
1995, p. 341] - .
-
10.3.
311
, ,
, , , , , ,
, , , , .
:
1) (strivers)
. 31 ,
. ,
. ,
.
,
;
2) (achievers)
,
. ,
. , ,
.
- ,
;
3)
(pressed)
,
.
,
;
4) (adapters) ,
.
,
. ,
;
5) (traditionals)
. ,
, .
, ,
.
,
.
.
312 10. ,
10.4.
,
, ().
(,
,
, )
.
,
, .
.
.
, .. .
:
(, , )
.
. ,
.
.
.
.
,
, ,
, ,
(, , , .).
.
(gross national product, GNP)
(.. )
.
,
-
10.4.
313
. (gross domestic
product, GDP) ,
.
, - .
,
, .
. ,
.
. ,
.
.
.
20%
20%. , , 20%
, 20%.
.
,
,
.
,
, , .
.
, ,
.
(
) .
.
314 10. ,
, . , ,
.
,
.
() ,
.
,
.
, ..
.
: ,
, (. 10.5).
. 10.5.
.
, .
(, , ),
( ,
).
. -
. ,
.
, . ,
1991 . ,
[Engel et /.,
1995, p. 313].
,
, .
, , , , , , , -
,
, ,
. ,
10.4.
315
.
,
, .
,
, .
,
.
.
. , , , ,
. ,
? 24 .
, .
, ,
- ,
,
,
-,
. -
, .
, ..
.
.
, ,
,
.
.
.
, , .
,
.
1748 .
-.
.
316 10. ,
()
,
,
.
,
,
, .
.
.
.
,
. .
, .
.
.
,
, ,
.
,
. ,
,
, ,
.
, . , ,
Coca-Cola
,
.
.
,
.
-
317
.
,
.
,
.
1. /
, :
;
;
;
;
;
;
;
;
;
;
;
;
;
-;
;
;
...;
...;
,
: ,
,
, , LOV, VALS-2.
() (, ,
) :
;
;
- -;
;
;
4.
//,
:
--;
--;
--;
318 10. ,
5.
().
?
x
1
(
)
(
)
11.
11.1.
. ,
,
.
,
.
, , .
,
, , , . ,
PC WEEK/RE ( )
( )
.
,
.
, ,
, .
(consumer knowledge)
, .
: ,
, .
[Engel et
ai, 1995, p. 338].
, , ,
, , , ,
, -, ,
..
,
, ,
.
,
: ,
, .
320
11.
:
, ,
.
. ,
. ,
1980- .
,
(
).
.
.
.
,
,
.
.
.
, ,
, .
, ,
. ,
.
.
:
(
Procter& Gamble );
- ( .
,
);
- ( Philips);
- (
Compaq
).
11.1.
321
, .. ,
,
.
, / Tide?
, .
- Tide ,
, - .
(. 11.1).
.
. 11.1.
. ,
() , , .. . ,
, ,
.
. ,
.
,
.
322
11.
.
. ,
, , ,
, , ..
.
,
.
,
,
.
,
.
,
.
, ,
( ).
, ,
.
, ,
, ,
.
-,
.
, ,
.
,
. ,
,
, .
, .
.
11.2.
323
,
, , .
, ,
.
,
.
-
. ,
, -
dialup.
mtu.ru , ,
, , .
,
,
.
,
(, , )
.
11.2.
, ,
.
.
,
, ,
.
(),
( ) - (
Fujitsu Sony).
, ,
. 11.2.
,
.
, :
.
- ,
, .
324
11.
. 11.2.
(
, , ),
( ).
(. . 1 1 . 2 )
, (schemata) [Engel et ai, 1995, p. 353].
(script
)
, . , ,
,
, ,
, .
, (
) .
, -,
, -
.
, .. ,
,
, . ,
,
.
,
;
.
.
, .
. ,
11.3.
325
,
,
.
,
, , ,
. ,
.
-
CompUSA -
.
,
.
,
.
: , ,
.
, , ,
.
,
(,
).
.
,
, ,
. ,
,
, ,
. ,
,
,
.
(-, , ).
, ,
.
.
11.3.
(attitude)
,
,
326
11.
. ,
, ,
, ,
.
(, ) / .
,
. ,
, 20%
35%, .
. 11 .3 .
. 11.3.
,
.
. ,
.
,
,
.
,
, ,
.
. :
(, ,
);
,
, ..
;
- ..
, .
;
327
11.3.
-
.
, ;
-
.
.
.
: ,
[Hawkins et al., 1995, p. 356]
(. 11.4).
,
,
. 11.4.
(cognitve component)
.
, .
. , Samsung
CS3338Z:
,
,
,
.
.
-
328
11.
Samsung CS3338.
, .
.
. [Hawkins et ai,
1995, p. 357]:
n
Ab X ib ,
i 1
Ab b, Xjb
b i,
.
,
.
, , ,
, .
:
n
Ab Wi X ib ,
i 1
W, , /.
, ( )
. ,
,
.
(
) ,
() . ,
-
.
, , .
.
:
n
Ab W I i X ib ,
i 1
I,
329
11.3.
, ,
.
,
Samsung
(. 11.1).
1 1 . 1 . Samsung
I
X
IX
X
(1) (2)
(3) (4)
(5)
(6)
(7)
( X),
Samsung , ,
.
( I) ,
,
.
,
,
.
100 . :
20
35
30
15
100
, ,
.
,
Samsung:
As = 20 (|3 - 4|) + 35 (|2 - 3|) + 30 (|2 - 2|) + 15 (|1 - 2|) = 20 + 35 +
+0+15-70
330
70. ?
,
,
,
.
Samsung
,
.
,
,
.
(
), 495
(20 |3 - 7| + 35 |2 - 7| + 30 |2 - 7| + 15 |1 - 7|) =
80 + 175 + 150 + 90 = 495
. . 11.5 ,
70
,
.
,
( ) .
Samsung
70
495
100
200
300
400
500
600
. 11.5.
.
.
,
, .
11.3.
331
(affective component)
. ,
,
.
,
.
,
! ( ).
, ,
. , ,
250 , (
), (!), .
.
, , .
,
.
, . ,
, .
1990- .
-
,
, .
- .
.
- . , ,
, . ,
.
.
332 11.
(behavioral
component)
.
Samsung, .
. ,
.
.
.
.
,
,
.
(
)
. 11.6.
11.3.
333
, ,
, , (, ,
), .
.
. Dell,
,
Dell .
:
- ,
. Dell
, ;
- - ;
;
-
,
;
-
Dell
.
.
,
.
, ,
Samsung.
,
. :
, , , ,
.
, : Samsung,
Samsung ,
.
. :
- Samsung?,
Samsung
?.
334
I I .
11.4.
,
,
.
.
,
. 11.7 [Hawkins el ai, 1995, p. 365].
: ,
, ,
,
.
, , :
,
.
. , ,
,
.
.
. ,
,
, . ,
(,
.
,
,
,
,
)
()
()
()
()
()
. 11. 7.
11.4.
335
, ,
. , .
,
, ,
.
.
. ,
.
, . ( ) ,
. ,
. ,
,
.
,
. . 11.8 (Hawkins et al., 1995, p. 363)
.
(
, ,
) .
(,
,
,
,
,
,
)
(
)
()
()
. 11.8.
336
11.
,
,
.
: ; ,
; .
( ) ( ),
. ,
, ,
.
.
. ,
( ,
, )
.
, :
,
, -
;
;
,
;
, ;
,
,
,
.
337
(
,
,
,
)
(,
)
()
()
. 11.9.
.
(, , , ,
(shareware), -
Macintosh),
, CD-ROM.
. 11.9.
,
- .
,
.
,
() .
, ,
, (
,
,
),
.
,
.
1. ( ,
, ),
(/):
338
11.
;
;
;
;
;
;
;
;
;
;
;
;
-;
;
;
;
;
;
;
.
,
.
/, .
/, ,
, .
().
?
x
1
IV
IV
12.
12.1.
12.2.
13.
13.1.
13.2.
13.3.
14.
14.1.
14.2.
14.3.
15.
15.1.
15.2.
15.3.
15.4.
16.
16.1.
16.2.
16.3.
17.
17.1.
17.2.
17.3.
17.4.
IV.
12.
.
, ,
.
.
.
.
/ (.
12.1.).
. 12.1.
12.1.
:
, .
342
12.
(communications situation)
.
. ,
.
, ,
, , .
. , ,
, ,
,
. ,
.
.
(
, )
,
.
, .
.
. , Coca-Cola
,
, ,
[Engel et ai, 1995, p. 797].
.
.
.
( ,
, , ,
)
.
Bentley, Audi, Toyota
,
.
,
,
-
12.1.
343
, , -
.
,
.
.
.
,
.
,
,
. ,
, ,
, -1. SAP
( ), Acer (), AMD (),
( ). ,
[,
31 2005 ., . 21].
(purchase situation) .
, ,
.
, .
( ),
-,
, ,
.
.
.
, .
,
.
. ,
.
344
12.
,
. -
(www.amazon.com,
www.bizbook.ru)
, .
( , ,
)
.
, ,
, , ,
.
,
,
.
,
.
, ,
.
.
. ,
,
.
.
,
,
, ,
.
(usage situation)
.
, ,
.
.
, .
, , ,
.
.
12.2.
345
.
, ,
.
,
.
12.2.
.
: ,
,
, .
(physical surroundings)
, , ,
, ,
, , , .
.
.
, .
, .
,
,
.
.
.
-.
, Audi
( )
.
,
, -
346
12.
( ), . ,
(
)
.
,
.
.
. (),
.
(social surroundings)
, .
,
.
, , ,
.
,
, .
, ,
.
. , , ,
,
. ,
,
,
.
. , ,
,
,
.
Wrigley
, .
(temporal perspectives),
,
.
. , ,
.
12.2.
347
, ,
.
.
,
.
,
, , ,
, .
(tasks). ,
.
, .
,
: , ,
,
, .
. ,
,
. ,
-.
,
,
.
(antecedent states)
. , ,
.
.
.
- ,
.
-
348
12.
,
.
, , - , , ,
.
, , .
, ,
, , .
,
.
.
,
,
.
. 12.2.
(, )
(
, )
( ,
)
(,
)
. 12.2.
/
349
,
, , .
, , ,
. , ,
. -
.
, ,
.
.
, .
1.
()
:
;
;
;
;
;
;
;
;
;
;
;
;
;
;
;
;
;
;
.
2.
( ,
, , , )
.
(4P).
3.
( ,
, , , )
.
.
350
12.
4.
( ,
, , , )
//.
.
5.
().
?
X
1. 2.
3.
4.
5.
13.
13.1.
,
, .
:
, ,
, .
:
, , .
: ,
, (
).
.
.
, .
,
.
,
, .
,
.
13.2.
, , ,
, , .
,
,
[Engel et al., 1995, p. 142]: ,
, , ,
, .
.
1. (need recognition)
,
.
13.
352
'
.
. , ,
.
.
.
2. (search for information)
, ( ),
, ,
( ).
,
.
,
.
, .
,
.
. ,
.
: 1) -
2) . ,
,
-;
, , ;
.
.
(, , , ),
, , , .
.
: , ,
, .
.
13.2.
353
3.
(prepurchase alternative evaluation)
.
.
.
,
,
. , ,
,
, .
.
4.
(purchase)
.
,
,
.
.
;
.
5. (consumption)
.
.
, ,
.
,
.
.
6. (post-purchase
alternative evaluation) ,
.
.
:
?
?
?
..
,
354
13.
.
,
,
.
7. (divestment)
.
.
,
( ).
,
. -
,
.
13.3.
, ,
:
(
, , ,
); , ..
(
(, , ),
, ,
) , ..
( ,
).
, , :
(habitat decision making), (limited decision
making) (extended decision making)
(. 13.1).
,
.
. -
13.3.
355
. 13.1.
.
,
,
.
.
(habital decision making) .
. , ,
.
,
.
.
-
356
13.
,
.
/ () .
/ (brand/company loyalty)
- ().
.
,
.
.
()
13.
13.3.
357
. .
, , , Procter&Gamble .
. , ,
.
,
.
, ,
.
,
(extended decision making) .
. ,
, , , ,
, .. ,
.
.
, ,
,
. ,
.
.
. . , , Chrysler (
1990- .) 30
, . ,
(CompUSA, Panasonic, Microsoft, )
,
.
(FAQ) WEB .
358
13.
. (impulse purchase)
( ).
.
, .
, . ,
. .
.
.
,
.
.
1. , ,
, ?
2.
:
;
-;
;
;
;
;
;
;
- ;
;
.
( ,
, , ,
, , )
?
() ?
359
3.
:
;
;
;
;
;
;
;
;
;
.
( ,
, , ,
, , )
?
(4) ?
4.
:
;
;
;
;
;
;
;
;
;
.
( ,
, , ,
,
,
)
?
(4)
?
14.
14.1.
.
.
,
.
, ,
,
. , .
.
, ,
.
,
.
. , ,
.
.
,
, ,
.
(problem recognition)
, .
(. 14.1). ,
.
14.2.
361
*-
. 14.1.
,
, , . , ,
,
,
.
, , , ,
.
,
, , ,
.
, ,
.
.
.
,
. .
, . ,
,
.
14.2.
:
,
; -
362
14.
;
;
.
. .
, . ,
.
,
.
(survey),
.
, ,
/ .
(observation) (experiment)
. (focus groups),
,
. -
8 12 , ,
, , , ,
.
()
.
: ,
, .
(activity analysis)
,
, , ,
. -
, ,
,
. , ,
1980- .
.
14.2.
363
(product analysis)
, /
. ,
,
,
. ,
.
'
.
.
.
(problem analysis) , ,
. , .
, , :
.
.
.
.
.
.
(
), ,
( , -).
, ,
/
-;
.
(SpyLOG, Rambler's Top 100), , , .
.
-, , , , , .
. ,
, ,
.
364
14.
. ,
,
, . ,
,
,
.
. ,
, .
: , , ,
. -
24 , 365 .
,
.
.
-, -
.
-, ,
. , 2000 .
Amazon.com 3
15
[ et ai, 2001, p. 145].
,
.
,
.
.
.
/
/.
, . ,
/
14.2.
365
. / , .. .
,
:
;
;
;
,
.
,
.
.
. , ,
,
, .
.
.
,
.
:
;
.
,
, , / . ,
/
.
(
). -
366
14.
,
.
. ,
.
,
. ,
.
.
, , ,
.
, ,
, .
,
.
.
,
.
.
, , ,
.
.
;
.
,
, , ,
.
-.
,
.
,
.
14.3.
367
14.3.
, ,
.
, ,
.
. ,
,
, .
,
, (. 14.2).
, ..
. ,
/.
,
. , , ,
.
.
. 14.2.
368
14.
, . . ,
, ,
, .
,
, ,
.
.
.
:
, , , ;
, , , ;
;
, , .
, ,
. , ,
.
(, , , ),
.
, . ,
, .
, ,
.
,
. , ,
, .
, ,
, .
14.3.
369
,
, , .
,
, ,
.
, , .
,
- Fujitsu-Siemens, Toshiba, IBM,
Hewlett-Packard, Acer, Dell, Vist, Canon, Apple.
(awareness set) [Hawkins
et ai, 1995, p. 446].
(. 14.3):
(evoked set), , .. ,
,
(inert set) , , (inept set)
,
.
. .
Compaq,
Toshiba,
IBM,
Hewlett Packard,
Acer,
Dell,
Vist,
Canon,
Apple
Fujisu-Siemens
Canon
Hewlett Packard
Toshiba
IBM Dell
Acer
Vist
Apple
. 14.3.
370
14.
, ..
.
.
,
, , , .
:
,
() ;
, , ,
;
, ;
, ,
;
.
,
.
-
, ,
.
, .
.
.
. ,
, .
,
.
,
.
. , ,
14.3.
371
, . Coca-Cola
Pepsi-Cola
.
, , .
:
, , , ,
.
, (degree of search),
, , ,
.
, .
,
.
,
.
.
.
(direction of search) ,
. , ,
, . ,
,
, .
.
,
(google.com, yandex.ru
) .
-
, .
.
: -
372
14.
, ,
.
.
.
.
.
(sequence of search)
-
.
.
,
.
.
, ,
,
.
-
, .
.
, .. ,
, ,
.
,
,
, ,
.
.
,
.
,
. / ,
,
,
.
.
,
.
-
373
1 .
.
( , , ), .
, , , .
.
,
.
.
.
.
.
. , .
, , .
() ,
, , .
, , .
, ,
,
. ,
,
( , ,
, ).
,
.
1. (4),
():
374
14.
;
;
;
;
;
;
;
;
;
;
;
;
-;
;
/;
.
2.
//,
(, , -
( , ,
), ).
3.
( , )
.
4.
.
5.
,
,
.
?
15.
15.1.
.
. 15.1.
.
, .
,
.
.
, ,
.
, ,
, , ,
.
. ,
.
. ,
. 15.1.
376
15.
(.. )
(,
).
- ,
,
(, ),
,
.
15.2.
(evaluative criteria)
,
. ,
,
.
, ,
.
,
. , ,
30 .
5 . 2005 .
.
,
.
.
. ,
,
.
,
, , Marlboro,
Rolex, Bentley.
.
,
.
,
,
.
, .
, ,
, ,
377
15.2.
. , ,
.
(, ,
, )
.
, .
. , ,
- (, , )
(. 15.1).
.
. .
.
15.1.
3
5
7
6
4
1
2
1
4
5
7
2
3
6
4
2
3
1
6
7
5
.
, , -, .
,
, .
,
.
378
15.
15.3.
(decision rules)
.
. .
.
,
. ,
. , .
, ,
,
.
.
,
,
.
- .
, , ,
,
. -
. 15.2.
15.2.
( 1 5 )
compaq
Hewlett
canon
toshiba
packard
(compensatory decision rule) (noncompensatory decision
rule).
,
.
379
15.3.
. 15.2.
. , (. 15.2)
/ ,
(
).
.
,
,
.
,
. , ,
,
. ,
.
: ,
, , .
380
15.
-3-24
5
Canon
4
-33
5
4
5
3
4
Toshiba
-34
4
4
4
3
4
4
HP,
Canon
Canon
Canon
Compaq
3 -2-
Hewlett
Packard
4 -3-
Canon
Toshiba
Canon,
Toshiba
Toshiba
35
15.3.
381
,
Compaq Hewlett Packard,
Canon.
Toshiba. ,
(Toshiba)
(Canon).
,
.
,
.
--
(elimination-by-aspects decision rule)
( )
. ,
.
.
, .
,
. ,
,
, .
Compaq Hewlett Packard.
Toshiba
Canon (. 15.5). ,
, .
Canon,
( ).
15.5. --
Compa Hewlett Canon Toshiba
Packar
q
-$5
4
-9
4
3
5
4
3
4
-34
4
1
2
3
4
4
Canon,
Toshiba
4
Canon
3
i
4
Can on
382
15.
Hewlett
Packard
Canon
Toshiba
-3-
-*-
-4-
Canon
1
1
Canon
,
. :
.
(simple additive rule)
. ,
.
:
n
Rb Bib
i 1
Rb b, i ,
, Bib .
Canon
(. 15.7).
15.3.
383
15.7.
Compaq
Hewlett
Packard
Canon
Toshiba
14
15
16
15
Rb Wi Bib
i 1
. :
Wt i- .
Canon (. 15.8).
15.8.
Toshiba
Compaq
Hewlett
Packard
Canon
30
40
20
10
300
350
420
370
100
. , ,
. , .
384
15.
.
.
,
. , .,
%
30
20
10
40
( )
. 15.3.
. 15.3
.
15.4.
, . ,
.
.
. ,
,
,
,
.
, ,
. ,
,
.
15.4.
385
. , , , .
, ,
,
.
:
;
; , ..
;
.
. , ,
Toshiba 3 4
(),
() (. . 15.5).
,
, , ,
, .
. ,
(. . 15.6)
1 2
Compaq Hewlett Packard
Compaq
.
.
. , 4 3 Hewlett Packard
, ,
Canon (. . 15.5).
, ..
, .
,
.
386
15.
-,
.
1.
?
2.
?
3.
?
?
4.
(
,
)
() :
;
;
;
;
;
;
;
;
;
;
;
;
;
;
.
5.
(
;
,
)
(, )
.
(
,
)
(, )
.
(
;
)
.
387
8.
( )
.
9.
( )
.
10.
( ) :
)
;
)
;
)
, ..
;
)
.
16.
,
.
,
. ,
.
(purchase)
.
;
( ,
,
) .
.
,
.
16.1.
( )
.
:
;
;
; ;
[Hawkins et ai, 1995, p. 500].
(specifically
planned purchase)
, .
. ,
( ), ,
.
, ,
, , .
,
.
.
16.1.
389
, (generally planed
purchase) ,
, . ,
,
.
,
.
. ,
.
,
.
- (substitute)
,
. ,
,
. ,
-
/
.
(unplanned purchase)
,
. .
,
.
(in-store decision) ,
,
. ,
,
, ,
.
.
[Engel et ai, 1995, p. 238]:
(fully planed purchase);
(partially planed purchase);
(unplanned purchase).
Hawkins (1995, p. 497),
,
. ,
.
390
16.
16.2.
, .
(,
)
.
(, -, ,
, ); ;
;
.
,
.
,
-,
.
(
), (,
, ) .
, :
(
),
(,
) .
,
:
(), ;
, ;
.
(. 16.1)
[Hawkins et a/., 1995, p. 489].
16.1. ,
1
,
.
16.2.
391
. 16.1
1
2
,
.
,
. ,
,
.
( ), , .
, , , ,
.
;
(Engel et al., 1995, p. 241).
, .
:
(role playing).
,
, , ,
, ;
(diversion).
;
392
16.
(self-gratification). ,
, ,
;
(learning about new trends).
, ,
,
;
(physical activity).
,
,
;
(sensor stimulation).
,
,
, ;
,
.
:
(social experience outside
the home). ,
,
.
;
(communications with
others having a similar interest). , -
,
;
, (peer
group
attraction).
(, , )
( -, ,
);
(status and authority).
,
. -
, ,
;
(pleasure of bargaining).
(
)
.
16.2.
393
(. shopper).
:
.
.
.
,
, , ;
. .
.
, ,
;
.
.
.
;
. (
, , , ),
.
;
. ,
. ,
.
, ,
, , ,
.
.
, .. , .
(
, ) ( ,
).
(, )
, (, ).
(
), .
,
.
,
, .
394
16.
.
(
) .
,
, .
. , , .
. , ,
-,
.
, , , .
,
.
. , ,
Microsoft
.
-
.
;
CompUSA, Canon,
Phoenics.
.
.
, ,
,
.
.
, ,
, .
, , ,
16.2.
395
Potomac Mall.
Levi Strauss .
.
.
. ,
( , )
.
.
( ,
).
, .
.
, ,
, , .
, . 16.2
( ) , .
16.2.
*
/
*
, , /,
, ,
,
, , ,
396
16.
. ,
.
Web-, -. ,
.
.
,
,
. , ,
, -
. , ,
,
.
, ,
,
, .
. ,
.
.
, - .
, , (spillover
sales) [Hawkins et al., 1995, p. 492].
. ,
() (),
.
.
,
.
. .
. ,
, -
16.3.
397
MS i
S i Ti
n
Ti
i 1
MS, /; S, /; Tt
i; X
.
, , .
, ,
.
X
, . ,
. ,
.
. www.amazon.com
, .
, www.ozon.ru, www.biblion.ru,
, .
, . 1 1,7 .
(www. axcessnews.com/technology_l 00604).
16.3.
.
. ,
/ .
, .
: ,
398
16.
, , .
: , , ,
.
.
, ,
.
(point of purchase display)
.
, , .
.
.
(price reduction and
promotional deals) .
(rebate), , , , .
,
:
;
, ;
, , ,
; ,
, , ,
.
,
.
.
.
-.
,
.
,
. -
.
16.3.
399
(store layout)
.
:
, .
,
.
.
(store atmosphere)
,
. , ,
, ,
,
. , ,
,
.
. ,
(, ), ( ).
,
, .
(stockouts)
/- .
400
16.
III. :
1)
;
2)
-;
3)
/-.
(sales personnel)
.
.
.
.
. ,
.
,
. , ,
.
1.
(
,
,
,
,
) :
;
;
;
;
;
;
;
;
;
;
;
;
-;
;
;
;
;
;
;
,
?
401
2.
()
, :
2.1. ,
;
2.2. ,
;
2.3. .
3.
, ?
17.
:
, .
,
, ,
/ .
,
,
.
17.1.
(, , , ),
. /
? - ?
(postpurcha.se dissonance).
[Hawkins et ai, 1995, p. 514]:
(degree of commitment or irrevocability of the decision).
( ,
),
;
(importance of the
decision to the comsumer).
, ;
(difficulty of
choosing among the alternatives).
,
.
;
, ;
,
17.2.
403
(individual's tendency to
experience anxiety).
. ,
.
/
. ,
, ,
/.
,
( ), .
, ..
/
.
.
.
, ,
.
/
,
,
, .
17.2.
(. 17.1).
. ,
; ; , .
,
.
404
17.
()
. 17.1.
(, Hawkins et al., 1995, p. 519]
, ,
,
, (-)
.
,
.
, ,
,
.
.
,
.
. , , 5%
,
.
,
17.2.
405
, ,
, , .
, .
,
, . (,
, , , , ,
, )
, . , .
,
- ,
, .
, .. , , [Engel et al.,
1995, 270]:
(exchange). ,
, ,
- , , , ,
.
, ;
(possession).
, ,
. ,
, , , ,
, , ,
;
(times). ,
(, ) ,
( , ), -
( , );
(pilgrimage).
,
,
;
406
17.
(collection).
.
, .
, ,
,
.
. , , -
. .
(,
McDonalds )
, .
. ,
, ,
, 2004 . Christie's 2 32 . .
,
, Sotheby,
, 120 .
17.3.
, . ,
,
,
,
. , , Siemens Nixdorf
Informationsysteme
.
,
. 90%
17.3.
407
408
17.
, , .
,
,
. ,
.
,
95%.
.
, , ,
, classified
.
(remarketing)
[Eng'el et a!., 1995, p. 283].
17.4.
,
.
.
, ,
, ,
, ,
.
, ,
,
.
. . 17.2
.
.
, .
,
, ,
.
409
17.4.
. 17.2.
[Hawkins et al.,
1995, p. 523], . 17.3.
,
.
,
-------------------------------
. 17.3.
410
17.
/.
,
.
.
.
,
.
,
.
,
. ,
.
,
.
,
.
. , General Electric 10 .
call-,
, 800-,
3 .
Procter&Gamble
,
. Burger King 4 .
24- . 65%
, 95%
. ,
, 25%
-
[Hawkins et al, 1995,
p. 525].
17.4.
411
. - ,
.
,
. , ,
- Gazeta.ru .
-
-
(,
, , , , .)
.
, (
) .
,
.
, .
-
Fujitsu-Siemens.
Ajnazon.com ,
. CompUSA
(www.compusa.com)
.
.
, .
.
. 17.4
[Hawkins et al, 1995, p.
526].
(total buyers)
.
,
412
17.
. 17.4.
(satisfied buyers) . ,
(repeat purchasers), .. .
, ,
.
(
) .
,
. ,
.
, ,
. ,
.
(committed
customers), , .
-
413
(),
,
,
( ).
, , , : !,
. ,
,
(,
,
, ). ,
( , , ).
, .
, .
,
. ,
.
, , ,
, ,
.
1.
() ,
(
, , ),
:
;
;
;
;
;
;
;
;
;
;
;
.
414
17.
2.
() ,
(, , , , )
.
?
3.
,
( , ),
.
V
18.
18.1. (B2B)
18.2.
18.3.
18.4. ;
18.5.
18.6.
19. ,
19.1. ,
19.2.
V. :
18.
18.1. (B2B)
( B2B, business-to-business, ) ,
,
.
. B2B
.
(,
, ),
, .
, ,
,
,
.
:
, -, ,
, .
,
. ,
, .
,
.. ,
,
. ,
,
.
B2B
.
, ,
, -.
(
) , , ,
418
18.
B2B , .
(
4050%), ,
.
B2B . ,
B2B 2005 . 6
.,
(www.ftc.gov/bc/b2b/).
, ,
.
, :
; ; ;
, .
1. [producer
markets) .
,
.
,
.
(,
,
,
,
,
), - ,
, , ,
, , , ,
, ;
; . ,
, , .
, ,
.
, ,
.
2. (reseller markets)
,
-
. (,
) .
,
18.1. (B2B)
419
, 12 , .
. 1990- . 476 .
[Pride et al, 1995, p. 199].
.
, 250 .; ,
.
2,4 , 18 . ,
, 12 . ,
40 .
.
3. (government markets)
,
.
() , ;
. , ,
. , ,
, , ,
, .
,
.
.
,
.
( )
, , , ,
, . , ,
.
. ,
,
2005 .
.
2004 . Eurocopter,
EADS [!., 6 2004 ., . 16]
, , (
,
420
18.
, , ) .
.
4. (institutional
markets) , . , ,
, , , , .
, ,
,
( , )
.
( , , ,
),
. ,
.
.
,
,
: , ,
, . , ,
Microsoft
.
, , ,
, ,
.
.
.
, , (, ,
) 1997 . North American Industrial Classification System
(NAICS, ,
vAvw.census.gov/eped/www.naics.html).
SIC
(Standard Industrial Classification System). NAICS . ,
334,
.
18.1. (B2B)
421
() (www.standard.ru/classif/okp), .
- UK SIC (www.statsbase.gov.uk).
(europa.eu.int/comm/eurostat).
. , ,
-
, .
-, .
( )
( ). ,
,
(, ), ,
. ,
,
.
()
( ).
, ,
, , . , .
, , , .
. ,
, - .
-
.
, ,
,
. , ,
, .
,
,
.
Procter&Gamble
422
18.
,
. (--ment)
, General
Motors, Ford, Wai Mart [, 23 2001 ., . 8].
CommerceOne TradeXchange
General Motors 400 .
[PC Week/RE, 14 2002 .].
,
.
,
B2B:
1. ( )
, (. 18.1). ,
,
.
.
,
(-,
), -.
.
Boeing Airbus
2001 .
.
18.2.
, ,
( , )
423
. 18.1.
, ,
. ,
, .
.
2.
,
. , , -
, ,
.
(, , , ,
)
.
250
-.
.
,
.
3.
.
.
.
, ,
.
, .
-
424
18.
. ,
,
,
,
4.
.
.
5. ,
.
.
.
6. ,
, ,
.
-
.
7.
. (
)
. ,
,
,
.
, ,
/, (buying center).
, ,
. , ,
, -
.
.
8.
.
, -
.
,
.
18.2.
425
,
. , , , , .
9.
,
.
,
,
.
.
- ,
.
.
,
. ,
.
(. 18.2),
/
\
/
\
/
/
/
N
V
\
^
s
. 18.2.
()
426
18.
.
, .. ,
,
.
, .. , .
.
. 18.1.
.1 18.1.
(B2B)
, ,
,
-
18.3.
, ,
,
. - ,
.
,
, .
.
18.4. ;
427
>
. 18.3.
(. 18.3). (organizational style)
,
, .
. ,
, ,
, -
.
, ;
- () ,
.
18.4. ;
(organizational style)
(. . 18.3), /,
, ,
428
18.
, , ,
, .
(organizational
objectives/ activities)
. , , , , , ,
, .
.
.
( , ,
, );
(
); .
. , ,
(),
,
.
(organizational values)
.
.
, ,
, . 18.4
[Hawkins et al, 1995, p. 555]. ,
,
, .
1.
2. ,
3. ,
4.
5.
6. ;
7.
8. ,
. 18.4.
18.4. ;
429
, .
. .
, .
.
, . 18.5 [Hawkins e( al., 1995, p. 555].
. 18.5.
/ . , ,
/
.
/
. , ,
.
, -
430
18.
,
, , ,
.
, ,
.
- ,
, ,
.
(organizational demographics)
, .
,
, ,
.
, , .
.
(, ,
, ).
- .
,
.
(macmsegmantatiori).
,
( , ,
).
18.6.
.
(reference groups)
,
.
,
, .
, , ,
, -.
,
.
,
, .
,'
18.4. ;
1.
431
-:
2. ( ):
3. -:
;
: , 2
: ,
:
. 18.6.
,
,
- /
/ .
,
. ,
-,
-, ,
() ,
,
, , ,
, - (. 18.7).
,
. ( )
,
-
.
432
18.
! !
\'
. 18.7.
(decision-making unit)
, ,
. ,
.
.
, .
,
,
.
, ,
, (buying center),
(decision-making unit).
. ,
,
.
,
.
18.4. ;
433
:
1) ; 2) ; 3)
; 4)
-
.
( , , , ,
.) .
, ,
/ . , ,
,
, ,
.
.
.
.
,
,
.
,
: , ,
, , , .
(users) ,
. ,
.
(influencers)
, ,
,
.
,
,
.
(buyers)
. -
434
18.
,
.
, (deciders),
,
.
. -
,
,
.
(gatekeepers)
. ,
,
.
(macrosegmentation).
,
.
, -,
(,
),
, ,
.
-
.
.
- ,
, .
.
-
,
,
.
(. 18.2).
18.4. ;
435
18.2.
, , , .
, . , ,
.
, . -
,
,
. -
.
- (business-to-business).
, ,
.
,
.
, .
150 200 .
-
. , ,
436
18.
, ,
.
.
,
.
, ,
.
,
.
, ,
,
,
.
.
.
18.5.
, ,
.
,
:
;
/ ;
.
,
, , .
,
. -
18.5.
437
, , . ,
.
, ,
, , , .
,
Citibank,
, AT&T Solutions.
. , 2002 .
31 Boeing 11
Airbus.
,
.
.
, ,
.
:
, ,
.
(. 18.3), .. .
18.3.
(
)
.
(straight rebuy). , ,
-
438
18.
. ,
.
,
.
.
'
/,
. , ,
.
,
.
,
. , ,
OfficeMax ,
20 .
-
- (www.officemax.com).
(modified rebuy).
.
,
.
, ,
.
, .
,
.
,
(
, ).
,
, .
-
,
. ,
,
.
18.5.
439
,
, ,
.
,
.
,
. ,
.
.
,
.
.
,
. , ,
.
Kevlar DuPont, [ el al., 2001, p. 314].
, , , ,
.
.
,
,
.
NASA Boeing
9,8 . [, 25 2000 ., . 5].
Galileo, Airbus . 2002 .
(ESA) , Galileo 4 .
Galileo 30 ,
, -
440
18.
; ,
. Galileo 2008 .
Navstar,
.
20022003 .
,
1,25 .
.
-
PricewaterhouseCoopers. Galileo 100 .
,
9 . (NPV)
2020 . , PwC, 17,8 .
ESA
,
Galileo,
, ,
,
[www.europa.eu.int/comm/energy_transport/en/gal__intro
_en.html].
18.6.
.
,
.
.
1.
//.
,
.
2.
.
,
.
(,
,
).
3.
.
-
441
.
, .
.
.
.
.
.
/, , .
. ,
.
.
.
,
,
. .
. ,
, .
/,
.
.
/ /
.
/.
,
, , , ,
,
.
. ,
.
, .
1.
:
;
/;
442
18.
;
;
;
;
;
;
;
/;
/
.
? .
.
(, ,
) .
5.
/ ,
.
4.
.
6.
(
)
.
?
?
19. ,
19.1. ,
(consumerism)
, .
,
,
.
(,
) .
:
,
,
.
,
Greenpeace
( );
,
, ;
,
.
. 1 9 .1 .
,
.
,
-
444
19. ,
.
,
,
, ,
,
.
, 1775 .
.
[Assael, 1995, p. 39].
XIX XX .
.
XIX
, Standard Oil,
.
.
1890 .
(Scherman Antitrust Act),
.
. 1906 .
(Food and Drug Administration)
. 1914 .
,
(Federal Trade Commission)
.
1933 .
,
.
, 1936 .
(Consumers Union).
Consumer Reports,
. ,
; . 1938 .
,
,
.
1962 .
,
,
.
19.1. ,
445
. , ,
. 1960- .
.
. 1967 .
Consumer Federation of America
,
, -
( ). 240 ,
,
,
;
; ; ;
Consumer Federation of America News (
).
1970- .
.
, ,
,
.
(Consumer Product Safety Commission),
.
(Environmental
Protection
Agency)
,
.
(FDA)
. (FTC)
,
. 1970- .
500%. ,
1980- .
.
1990- .
.
.
Exxon 14%
446
19. ,
.
Procter&Gamble, 3
.
20 .
.
,
, . , ,
(Environmental Defence Fund)
McDonald's
.
1990- .
.
(Clean Air Act),
, . ,
XXI .
21 .
, . , , 1994 .
, 40% .
,
. 2002 .
Energy Star Eco Mark,
.
, Consumers' Research (
), Consumers for World Trade (
), Council for the Advancement of Consumer Policy (
), Consumer Alert (
), the Product Safety Association (
), Citizen Health Research Group (
), Center for Science in the Public Interest (
), Public Citizen (
).
,
. 30 ,
,
.
19.1. ,
447
. (Consumers' Association),
(Consumers' Union of the
Working Community), Shufuren,
Organisation Generate des Con-sommateurs. 1960 .
(International
Organization of Consumers Unions),
[Compton's Interactive Encyclopedia,
1995].
. 1980- .
,
.
, 14,5%
, 14% , 8,4
10,5% [Assael, 1995, p. 36].
.
1994 . 49 672-
( ) [Deutcscher Bundestag, .
304]. 1995 . 626 25
[ Green Group] 31
European United Left/Nordic Green Left [The Institutions of the
European Union, p. 5].
,
.
.
, .
, .
,
.
. 1998 .
, .
.
, ,
, ,
, ,
448
19. ,
,
[ //PC WEEK/RE,
1998, 2 1998 .].
.
Siemens Nixdorf Infonnationsysteme
,
,
.
,
90% ,
[: SNI
// PC WEEK/RE, 1998, 2 1997 .].
,
300 .
.
. 1992 .
.
. 1995 .
.
,
.
- [ .
//Japan Pictorial, 1997, 2, . 213].
,
.
,
[, 28, 2004, . 9].
. , , 2002 .
.
, -134, -154, -52,
; .
-3,
-4,
[ 18
2000 ., . 4].
19.1. ,
449
20082012 .
20082012 .
5% 1990 .
( 8%,
6%).
8%,
1990 .
. 1983 .
.
,
,
, .
,
.
,
,
.
,
.
, ,
. ,
,
.
,
.
22 1991 .
. 100
,
450
19. ,
(1890 .).
7
1992 .
.
,
,
,
,
. ,
1962 ., ,
.
8
.
(),
.
,
,
,
.
, ,
, , ,
.
,
.
!!,
1998 ., 2004 .
(
)
1996/97 , , 1997 .
-
19.1. ,
451
4
., 400 .
.
, 70%
.
, , [-/)//, 14
1998 ., . 21.
1995 . 19 1995
. 89- ,
.
1994 .
(,
).
...,
,
.
1995 .
().
57
1938 . Wheeler-Lea,
[Moven, 1995, p. 821].
Wheeler-Lea
.
,
,
,
....
,
,
,
, ,
, ,
.
, ,
.
452
19. ,
. ,
,
. , ,
,
.
,
,
1993 .
,
, .
Levi Strauss&Co
. McDonald's,
, Time Warner Johnson &
Johnson, 1993 .
, . Sears
Roebuck&Co 2300
25%. Pepsi-Cola
, 25%
. Monsanto
(Assael, 1995, p. 47].
,
,
, .
.
.
.
2002 . (
Vodafone)
(Dixons, Currys, PC World, The Link)
Fonebak.
,
.
,
,
. 2004 .
-
19.1. ,
453
[ 26
2002 ., . 1 6J.
Ford-Focus,
1999 .
XXI .:
85%,
Focus 95%
, , 15
[ ., opc . Ford
//-dail, 21 1998 ., . 5).
,
,
, , ,
, , . ,
, 2004 .
Merc
Vioxx, 80
2003 . 2,5 .
, Vioxx
[, 1 2004 ., . 17].
. ,
,
. 1991 . 13,4%
.
.
. ,
, ,
.
. -
. ,
,
, ,
, . ,
,
,
.
, , ,
,
.
454
19. ,
, , ,
.
.
. ,
, . ,
,
,
. Mobil Chemicals
Hefty
.
150 . . ,
[Assael, 1995.
p. 49].
,
, ,
, .
, 88%
. ,
,
, .
90%
, 1000 .
,
,
.
, , .
, . , ,
12 , , .
19.1. ,
455
,
[ ., 1997, . 2-13].
,
.
,
18 1995 . 108-3
.
( ),
, .
.
,
.
. , , 2003 .
Microsoft -
.
8
[, 9
2003 ., . 7].
.
,
,
[, 29 2002 .. .
31].
, ,
.
, , ,
.
,
.
456
19. ,
, www-
(FAQ),
.
(Customer Affairs Offices). Unilever,
90 ,
Brand&Consumer Management
( ),
,
[:
-, 1998, . 191.
19.2.
,
.
,
, .
(the right to safety)
,
. (, ),
.
.
, .
, - Daimler-Benz
AG 1997 .
Teknikens
Varld
,
. Daimler-Benz,
,
.
, Stern Auto
Zeitung
, Daimler-Benz ,
.
. ,
-
19.2.
457
,
- [--Daily, 31
1997 ., 14 1997 .].
. ,
, 1998 .
Bass 17
,
, .
. Bass
, ,
.
Bass
.
Bass
Cadbury-Schweppes Britvic Soft Drinks
( ).
, Coca-Cola, Pepsi,
7 UP. Perrier,
1990 . 160
248,6 . ,
[, 8 1998 ., . 5].
. , ,
--,
2004 .
.
,
,
(Consumer
Product
Safety
Commission). ,
.
,
.
-
,
119
.
.
-
458
19. ,
, , , (Assael, 1995, p. 55 ). -_
200 .
(the right to be
informed)
, ,
, .
7 1992 . 360-1 ,
( , , ,
(, ). , ( , ), , ,
, ,
.
, , ,
. , , ,
, -,
, .
2004 .
450 . ,
,
[, 27 2004 .,
. 7].
,
. 18 1995 . 108-
, , , . Wheel-Lea . (deceptive
advertising) ,
, :
(fraudulent advertising), .. ; (false
advertising), .. ;
(misleading advertising), .. ,
.
19.2.
459
, ,
,
[ (1998), .
49].
Nutria/System,
100
. 1993 .
,
. 1990- .
1,5
. Twin Star
,
-
.
Warner-Lambert
Listerine , [Assael,
1995, p. 57].
. , ,
.
.
,
.
.
.
(the right to choose)
,
.
, ,
.
. , ,
460
19. .
, Procter&Gamble
.
.
Microsoft.
(, ,
).
,
.
(the right to be heard)
.
.
,
: ,
.
A.C.Nielsen Co. ,
, 3%
(AssaeL 1995, p. 60).
,
,
.
.
; ,
,
.
461
, .
. -
.
General Electric 750 .
, .
3 .,
.
,
80-90%
[Assael, 1995, p. 611.
,
. , , Microsoft
Windows 98
1000
.
- Office 2000
.
, 1997 .
Office Advisory Council ( Office).
Microsoft Office,
(PC Week/RE, 32-33, 25
1998 .).
.
, , - .
1.
, :
;
;
;
;
;
;
462
19. ,
;
;
;
?
( ,
, , )
?
?
?
A.
080111 ...............................................
B. ........................................
1. Microsoft
(2002 . )
2. (2002 .) .....
C.
D. /............................................................
................................................
. . . ..................................................................................
..............................................................................
.
080111
,
.
, , ,
.
:
;
,
;
,
.
,
,
.
1.
:
1.
-
(
, ).
2.
//
.
3.
( ).
466
4.
/ .
5.
/.
6.
.
7.
(, ).
8.
//.
9.
.
10.
/ .
11.
.
12.
//.
13.
.
14.
.
15. :
.
16.
: .
17.
.
18.
.
19.
.
20.
.
21.
/.
22.
.
23.
.
24.
/ .
467
25.
.
26.
.
27.
.
28.
.
29.
.
30.
.
31.
.
32. -
//.
33.
.
34.
.
.
.
,
.
2430 . (4045 . ).
,
, , , .
; 1214, 1,5.
2.
(
) ,
.
:
1) :
(,
, -
468
) (, ,
, , );
2) (
, , ,
, , ).
:
(1 .)
(45 .)
- (57 .)
(710 .)
(1 .)
(1 .)
.
, ,
, ,
, .
, .
.
,
.
(
, , ),
, .
(, ,
, , , -, )
, .
. ,
.
.
.
-
, ,
,
.
, ,
.
469
,
.
,
.
(
; , , ).
,
.
, /, ,
.
-
, ,
. -
:
(
, )
;
( ), ;
(
) ;
(
) (
, .. -);
(. 1).
;
. ,
,
,
. ,
,
, , ,
;
.
.
470
. 1 . 5- , 5
. , , X 1 /4 = 4,
.
I. ()
1.
- 1-
2.
3.
4.
--
5.
6.
-7-
8.
9.
10.
1 1 .
12.
13.
7.
,
.
471
.
6.
(. 2).
. 2
. 5- , 5
. , , Y\
= 1 ,
.
2.
()
1.
Y-1-a
2.
3.
4.
Y-4-b
5.
6.
7.
Y-1-e
8.
9.
10.
11.
12.
13.
472
7.
(. 3).
X Y. .
3 5 +5.
3.
(Z)
1.
, 1
Z-1-fl
2.
3.
4.
Z-A-b
5.
6.
Z-1-e
8.
9.
10.
11.
12.
13.
7.
, , 1- - = 4 - 1 =
3. ,
,
-
473
. X Y ,
,
, , ..
(, )
.
. 3
\ Y\
.
- .
-
-
.
. ,
ABC.
DEF.
.
.
:
, , , , ..
.
( )
. , , ,
,
. ,
,
.
. 4 (,
, , )
. (
), ,
. ,
1.
-
2.
3.
4.
5.
6.
03
7.
3
"
8.
9.
12
11.
IP.
10.
()
12.
13.
BK >110\!
PLP
475
, .
,
.
. , ,
,
; (,
), , .
,
, .
, ,
.
//
,
,
(, ,
, ).
,
/, /
.
3.
,
, . 5. .
5.
,
1-2
2-3
4-5
6-7
8-9
9 -1 0
476
4.
( )
.
.
. ,
.
, .
5.
, ,
, , .
.
,
.
,
, (,
, ,
, ), -, -
.
:
,
,
,
.
6.
1) , . . . . : -,
2000, 1999.
2) , .., , .., , ..
/ . . .: , 2002.
1) 5 1995 . .
2) 18 1995 . .
3) , .. . . : .3 2003.
4) , .. . .
2004, 2003, 2002.
477
5. , ., , . . 5- . . :
, 2000.
6. , . / . . 2 . .
:, 1996. . 1, 2.
7. , . . . : , 2003.
8. , . . . . : , 2003.
9. , .. .
. . : , 1999.
10. 10. , N., Wozniak, R. Consumer Behavior: An Applied
Approach. Prentice Hall, 2000.
11. Hawkins, D.I, Best, R.J., Coney, K.A. Consumer Behavior: Building
Marketing Strategy. 7-th edition. McGraw-Hill, 1998.
12. Kotler, N., Kotler, P. Marketing Management : Analysis, Planning,
Implementation and Control. 9-Th ed. Prentice Hall, 1999.
13. Kotler, P., Armstrong, G. Principles of Marketing. Prentice Hall, 2000.
14. Mowen, J.C., Minor, M. Consumer Behavior: A Framework. 1-st ed.
Prentice Hall, 2000.
15. Solomon, M.R. Consumer Behavior: Buying, Having and Being.
Prentice Hall College Div., 2000.
16. http://www.google.com
17. http://www.yahoo.com
18. http://www.4p.ru
19. http://www.marketolog.ru
20. .
21. .
22. Journal of Consumer Research.
23. Journal of Consumer Marketing.
24. Journal of International Consumer Marketing.
25. Journal of Marketing.
26. Journal of Marketing Research.
27. Marketing Intelligence and Planning.
.
1
Microsoft (2002 .)
Microsoft (www.microsoft.com)
.
.
. 2001 .
250 MS
Office, 3 .
50 . 2000 .
39 904
.
1975 .
, .
,
.
: .
,
, .
, 16 005 . 1986 .
, 21 .
2002 . 68,6 .
(revenue) 2001 25 296
. 4885
.
4379 . (
), ,
7346 .
.
1997 .
Forbs. .
1998 . 100 .
. 1,5
. , 3,3
.
William H. Gates Foundation Gates Learning Foundation.
479
Microsoft
, . 19931997
.
27 .
, ,
.
,
, (
) . ,
.
,
90%.
Interbrand (www.interbrand.com) 2001 .
Microsoft ( Coca-Cola),
65 068 .
Fortune,
2000 ., Microsoft
( General Electric).
Microsoft
, ,
.
,
, .
.
Microsoft
.
.
,
.
2001 . Microsoft -
Windows , 2001 .
.
Windows
2001 .
(9) (NT)
Windows 2000.
480
. Edition
Professional.
Windows 2000
1 .
1999 .
Microsoft Windows 2000
Corporate Preview,
.
() 22 28 . 240 .
Web- WEB-,
.
Windows 2000 Professional and Server
(
) 1
.
Microsoft
19 2001 . , -
Microsoft Office XP. 27 28
.
,
. ,
,
15 -,
Office XP. 20
, ASP-,
ASP- (Application Service
Providing) Data Fort.
(, R&K, , -)
Intel,
.
Office XP Business Week
Forbes 2001 . 50 70 .
Windows XP 400
. (www.adage.com/news_and _features/).
1997 .
Office Extention MS Office
.
481
,
.
Web- :
Microsoft
,
.
-, Microsoft
,
. ,
,
. ,
.
Microsoft: ,
.
, , ,
,
. ,
,
, .
:
Microsoft.
, , ,
, ,
, .
.
: , ,
.
Microsoft ,
, ,
.
:
,
.
:
,
, .
.
: Microsoft
,
. ,
Microsoft .
: ,
,
482
.
,
. ,
.
:
, Microsoft,
.
,
.
: Microsoft ,
, ,
.
( : PC Week/RE; ,
www.microsoft.com .)
:
WEB-
, :
1.
:
;
;
;
;
?
,
?
?
?
Microsoft ,
, ?
2. : (2002 .)
1990 . ,
483
.
, ,
,
,
, ,
,
,
. 2001 .
117 340 . 20 .
. ,
Gallop Media, 200 . , 53%
.
-
.
,
,
.
,
.
,
.
2000 .
,
.
2001 . (
6),
.
484
, New York Times,
Washington Post.
-
.
1999 ., WSJ
FT, 2001 . 51 300 .
, 1917 .,
Gallop
Media
55 . ,
25% , 18%.
234 500 .
,
2002 .
1998 . ,
.
-- (2 . .), (1
. .), (5 . .).
- Weekly
. .
, ,
,
20 . .
, -,
, , , , ,
, , --.
.
. ,
. 70%
30%
( ).
2 ,
( - 60% ,
).
-
485
, , , , ,
.
2030%.
,
,
.
,
, . ,
2001 . 35 .
, 100 .
,
, .
, ,
, , .
, .
,
, , .
-
.
XX .
-. , www.rbc.ru ( 1995 .),
lenta.ru, gazeta.ru. New York Times
www.nytimes.com Washinton Post www.washingtonpost.com
,
, .
2001 . - ,
- (
-
486
) www.kommersant.ru.
.
.
, .
.
500
. .
1,5 . . .
www.izvestia.ru www.vedomosti.ru
-
, ,
, . ,
, .
, ,
. ,
.
, , ,
.
, , .
-
, ,
.
.
2001 . 5 .,
10 . . ,
(8 -3, 9115 )
1 . (8 -3, 4000
) 2 .
(32 -3)
(1 450 000)
5 .
(32 -3)
487
285 . 61
4,5 .
, .
, .. .
. ,
, ,
.
. ,
2002 . (
) ,
, 20%.
(1999 . - 5,3%, 2000 . - 8,3%, 2001 . - 5,2% (. ,
www.sps.ru, 31 2002 .),
,
, , .
:
1)
( ,
,
,
),
?
2) (, ,
, ), ,
?
, ?
3)
(, , ,
, )
?
4) -
(, , , ,
, )
?
5)
, ,
?
488
5. ,
? ?
,
,
-
27 2001 . 3 2001 . .
, .
/
.
1. ,
:
) ; ) ; ) -
.
2.
,
, :
)
;
)
;
)
;
)
.
V
V
1
1
/
\
77
490
3.
, :
) ; ) ; ) ; )
; ) .
3.
4. CRM CMR,
:
)
;
)
;
)
;
)
;
)
;
)
.
CRM
CMR
5.
:
)
;
)
, ;
491
;
)
/ ;
)
, ,
.
6.
:
)
, , ;
)
: ,
, , ;
)
,
,
,
,
;
)
;
)
.
7.
:
)
, ,
: /, ,
, , ;
)
, ,
: , , ,
, , , ,
, ;
)
;
)
,
;
)
), ) ).
8.
:
)
,
;
)
;
)
;
)
) );
)
.
492
9.
-, :
)
;
)
/; ) ; ) .
10.
)
;
)
), ) );
)
, , , ;
)
;
)
SWOT-.
11.
,
, , :
)
;
)
;
)
;
)
.
12.
:
)
;
493
)
;
)
;
)
;
)
.
13.
:
)
, ;
)
, ,
, , ,
;
)
,
, , ,
;
)
,
,
, ,
.
14.
XXXXI .:
)
,
,
,
, ,
;
)
,
,
,
, ;
)
,
,
,
, ;
)
, ,
, , ,
;
)
, ,
, , .
15.
:
)
)
;
;
494
)
;
)
;
)
;
)
.
16.
:
)
-
;
)
;
)
- ;
)
;
)
.
17.
:
)
,
;
)
,
;
)
;
)
/ ;
)
,
.
18.
X
1%, Y 2%, Z
3%.
,
X , Y 4 , Z 2 ?
)
\
)
Y;
)
Z;
)
.
19.
:
)
,
, ,
,
, ;
)
,
-,
,
,
495
, ,
, ;
)
,
,
, ,
, ;
)
,
, , ,
/ , ,
;
)
,
.
20.
:
)
,
;
)
,
;
)
.
21.
:
)
;
)
;
)
;
)
;
22.
:
)
;
)
:
496
;
)
,
;
)
;
)
,
.
23.
:
)
;
)
, ,
, ;
)
,
;
)
( )
;
)
( )
.
24.
Intel
(
-,
.
:
)
;
)
;
)
/;
)
;
)
.
25.
( )
Z,
, (I)
(X) (
1 , 5):
497
IX
I
X
(2)
X
I
(3)
(4)
(5)
()
() X, Y Z,
,
:
1.
2.
3.
4
4
3
Y
3
5
4
Z
5
3
3
4
3
3
0 , 5 , ) X; ) ; ) X Z;
) X Y ; ) Z
28.
:
)
;
)
,
;
)
,
;
)
,
;
)
.
17-3014
498
29.
. :
)
;
)
;
)
;
)
;
)
.
30.
;
;
.
:
)
, -, , -;
)
, -, , -;
)
,
;
)
;
)
?
31.
,
, :
)
;
)
,
;
)
,
;
)
+ ;
)
+ + .
32.
10%
S N
.
,
(5%), 20% .
a) N; ) 0,6 N; ) 0,5 N; ) 1,2 N; ) 2 N.
D. /
1. :
.
2.
.
3. :
.
4.
.
5.
6. . -
.
7. .
8. .
9.
.
10. .
11.
-
: .
12. :
.
13.
.
14. :
.
15. .
16.
.
17. ;
.
18.
.
19. ,
: ,
, .
20. , , ,
.
17*
500
21. ;
.
22.
.
23.
.
24. ,
.
25.
.
26.
.
27. .
28. .
29. ,
.
30.
.
31. ,
.
32. . ,
.
33. :
//.
34. .
.
35. ,
.
36. .
37.
, .
38. ,
.
39. , ,
.
40.
.
41.
,
.
42.
. .
501
43.
.
44. .
.
45. :
.
46.
.
47. :
.
48. :
.
49. :
.
50. :
.
51. : . .
52.
;
. CMR.
53.
.
54. ;
.
55. ;
.
56. , , :
.
57. . .
.
58. .
-.
59. .
.
60. .
.
( , )
(word-of-mouth)
.
CALS- (Continuous Acquisition and Life Cycle
Support) ,
(
).
C//- (Call Center, )
, ,
.
CMR (Customer Managed Relations, Customers
Manage the Relationship)
(
CRM).
(cost per action) ,
-
- ( , ,
(CPL), (, cost per order),
(PS, cost per sale)),
.
-,
-.
(cost per thousand, cost per mille)
, ( )
- .
.
(cost per click) (
-) -
( ).
, .
.
CPS (cost per sale) (
-) -,
.
.
CRM (Customer Relationship Management)
;
.
503
CRM-, e-CRM
.
CTR (click-through rate) ()
- (
) ()
-. .
ERP- (Enterprise Resource Planning System)
;
.
SAP AG (SAP R/3), Oracle, Baan.
PDW- (Product Data Management)
45-;
().
PLM (Product Lifecycle Management)
,
,
.
, , mySAP PLM,
iBaan PLM, PLM V5/Express (IBM).
SCM (Supply Chain Management)
(), .
, ,
.
WCMS (Web content management system) --
we-, .
(autsourcing)
.
(brand), , , , ,
, ,
.
(attention)
.
(perception)
, :
, , .
.
(sample)
(, ),
.
(global marketing)
()
.
504
(group) ,
, ,
.
(business, B2B products) ,
.
(diffusion of innovation)
()
.
(household)
, .
(consumer lifestyle)
;
(, , ).
(customer lifecycle),
, ,
.
(consumer
knowledge)
, .
- (internet marketing) ,
,
.
(interpretation)
.
(intranet) ,
-,
.
(information search)
,
().
(customization)
,
. ,
, ,
. (mass
customization)
(,
).
(client) ,
,
(, ).
505
(cognitive learning) ,
.
(c-commerce, collaborative
commerce)
,
,
-, web -.
(collaborators) ,
() .
(communications)
.
(competitors) ,
.
(consumerism) ,
.
- (contact center)
, (
all-),
, Web.
(marketing concept)
, , ,
,
, .
(corporate portal)
Web-, ,
,
() .
(evaluative criteria)
,
.
(culture) , ,
,
, , ,
. ,
: 1)
;
2)
,
3)
/ .
(laddering)
.
(personality)
506
, , (personal selling)
.
(marketer, )
( ), , ,
.
(marketing, )
, ,
, , .
,
,
, , ,
.
(database marketing)
,
(, , )
.
(relationships marketing)
, ,
.
(Marketing
Information System, MIS, ) ,
,
.
.
, , , ,
.
(marketing information)
(,
, , , ,
.).
(marketing network) ,
, ,
, , ,
.
(marketing research)
,
.
, , ,
.
(marketing
communications)
.
(marketing
audit)
507
, , , , .
(marketing channel)
, , ,
.
(marketing mix)
(, ,
, ),
.
(motivation) ,
.
(learning)
.
(wholesaling
intermediary)
,
.
(organizational buyers)
,
, (
)
.
(organizational style)
,
, .
(need recognition)
, .
(problem recognition)
,
.
(attitude)
,
,
;
.
(sensation)
.
(public relations)
;
.
508
(memory)
.
(personalization)
.
(consumer behavior)
, ,
, , ,
,
.
(positioning) (,
, , )
.
, , (buying center)
, ,
.
(purchase)
.
(postpurchase processes)
;
.
(postpurchase dissonance)
.
(consumer) ,
/ , , .
(consumer motivation)
,
.
(consumer products),
,
( ) .
(consumer decision)
.
(consumption)
,
, .
(decision rules)
.
509
(promotion)
(, ) .
(sales promotion)
,
, .
(product) ,
,
(),
.
; ,
.
(convenience products)
, ,
. (convenience)
.
(consumer decision
process) ,
: ,
, ,
, .
(psychographics)
.
(distribution) , ,
(
).
.
(advertising)
, ,
.
(consumer
resources)
,
.
(reference group) ,
.
(retailing)
.
(role) ,
.
(market)
(/ ) .
(market segment) ,
.
(market segmentation)
,
.
510
(socialization) ,
,
, .
(social stratification)
,
.
()
, .
(social status)
.
(demand) ,
.
(subculture)
,
,
.
(corporate
know/edge management)
, , , ,
.
(marketing management)
.
, (conditioning)
,
() ( ).
(service) ,
.
(consumer
behavior factors/ influences) ,
.
(target market) ,
.
(price) / ,
,
, .
, (cultural
values, personal values) -
() //.
(customer lifecycle value)
, : ,
;
(, , ,
511
, , , , ).
(exposure)
,
.
(extranet)
,
, -
. web-
,
(firewall). ,
.
(e-commerce, electronic commerce)
:
-,
-
.
, ,
/ .
(electronic business)
;
-.
(e-commerce)
(e-trade), (econsulting), (e-publishing house).
(electronic marketing)
, ,
, , .
(emotions)
, .
1. , . . : ,
. . : , 1996.
2. , . ., , . .
. . : ,
2000.
3. , . .
/ .
-96. . 1. . : , 1996.
4. , . .
.
. : , 2002.
5. , . . . . :
-, 2003.
6. , . . . .
: , 2004, 2003, 2002.
7. , . .
. . : -, 1997.
8. , . . .
. . : , 2001.
9. , . . . .
. . : -, 2000, 1999.
10. , . ., , . ., , . .
. . . : , 1996.
11. , . : . .
. : , 1989.
12. , . Web // PC
Week/RE, 21.10.97.
13. , ., , ., , .
. . : , 2002.
14. , . . . . :
, 2004.
15. - // PC Week/RE, 23.06.1998.
16. 5 1995 .
.
17. 25 1995 . .
18. , . .
// . 1995. 9.
. 312.
19. , . // Japan
Pictorial. 1997. 2. . 2-13.
513
20. , . ., , . .
. . . . : , 1993.
21. , . . . . : ,
2001.
22. , . . . : , 2003.
23. , . . . . : , 2003.
24. , . . . : , 2003.
25.
// .
. 2004. 28. . 4-16.
26. , . ., , . ., , . .
/ . . 8- - (1995).
. : , 1999.
27. Assael, H. Consumer Behavior: A Strategic Approach.
Houghton Mifflin Co., 2003.
28. Assael, H. Consumer Behavior and Marketing Action. 5th ed. South-West Publishing Co., 1995.
29. Bagozzi, R. Marketing Management. Prentice Hall, 1998.
30. Barletta, M. Marketing to Women. Deaborn Trade
Publishing, 2003.
31. Belch, G. E., Belch, M. A. Introduction to
Advertising&Promotion:
an
Integrated
Marketing
Communications Perspective. 2nd ed., IRWIN, 1993.
32. Benedict, R., Taylor, C. Managing the Overlap of
Work and Family: A Shared Responsibility. // CUPA Journal.
1995. V. 46. 3. P. 1-9.
33. Berkman, H.
W., Gilson, C. Consumer Behavior:
Concepts and Strategies. 3-D ed. RWS-KENT Publishing Co.,
1986.
34. Berkowitz, E. N., Kerin, R. A., Hartley, S.
W.,
Rudelius, W. Marketing. IRWIN, 1992.
35. Boone, L. E., Kourtz, D. L. Contemporary marketing. 10th ed. 2001. Harcourt College Publishers.
36. Churchill, G., Peter, J. P. Marketing: Creating Value for
Customers. 2-th edition. Richard D. Irwin, 1997.
37. Consumer Behavior / . . Runyon, D. W. Stewart.
Pearson Addison Wesley, 2004.
38. Crawford, ., Mathews, R. The Myth of Excellence
Why Great Companies Never Try to be the Best at Everything.
Crown Publishing, 2002.
39. Cross, R., Smith, J. Marketers Need Stronger Bonds
With Customer Base. // Business Marketing. 1995. V. 80. 3.
40. Czinkota, M. R., Ronkainen, likka A. International
Marketing. Dryden Press, 1993.
514
515
516
1.
,
www.google.com Google
www.gg.ru Google,
www.Yahoo.com Yahoo
www.Lycos.com Lycos
www.LookSmart.com LookSmart
www.AltaVista.com AltaVista
www.yandex.ru Yandex
www.rambler.ru Rambler
search.msn.com MSN Search
//FindWhat.com FindWhat
www.inctomi.com Inctomi
www.ask.com Ask Jeeves
www.ixquick.com Jxquick
www.scirus.com Scirus,
2.
)
www.knowthis.com Marketing Virtual Library
( )
www.larsperner.com/teaching_materials.htm
www.sric-bi.com/VALS
VALS, SRI
www.fcsmos.ru/Publicat ,
518
www.CRMcommunity.com CRM
www.insightexec.com CRM
www.crmguru.com CRMGuru
www.eCRM.com electronic CRM
www.ecrmguide.com eCRMGuide CRM
www.personalization.org Personalization Consortium
www.loyalty.com
www.destinationcrm.com CRM
www.crmdaily.com CRMdaily
www.crmpartner.ru CRM
4. :
www.marketingpower.com
American Marketing
Association
www.the-dma.org Direct Marketing Association
www.aaaa.org American Association of Advertising
Agencies
519
www.4p.ru
www.internet.com Internet Marketing
www.marketingterms.com -
www.netlingo.com -
www.i-advertising.com Internet Advertising, discussion list
www.marketingprofs.com
www.emarketer.com eMarketer
www.emailmarketingnews.com - E-mail Marketing
www.interactivemarketing.org
520
//ecommerce.internet.com e-commerce
www.prandmarketing.com PR and Marketing
www.marketingissues.com/public.htm
Marketing
Issues
//promarket.al.ru
//groups.yahoo.com/group/marketingissues Marketing
Issues
www.4marketeers.com For marketeers
www.ftc.gov/conline/pubs/buspubs/ruleroad.htm
-
www.internetnews.com Internet News
www.advertising.com/technology/adlearn.html
online,
//adres.internet.com Ad Resource
www.adage.com Advertising Age
www.manager.ru/catalogues/advertising
www.adrelevance.com
www.reklamaster.com
//i-advertising.com -
www.avantmarketer.com -
www.pronline.ru Pronline
www.prnews.ru PRNews
www.pr-news.spb.ru PR-News, -
www.pr-dialog.com PR Dialog
www.prweekus.com PR Week US
www.prweek.com PR Week UK, London
www.prweekworldwire.com PR Week Worldwire
www.soob.ru
www.sovetnik.ru ,
www.online-pr.com/markpr.htm
521
www.worldbank.org , ,
www.loc.gov
www.europa.eu.int European Union on-line
www.gks.ru ,
www.rsl.ru
www.webopedia.com
-
www.loc.gov/copyright/legislation/dmca.pdf
Digital
Millenium Copyright Act
www.consumer.nm.ru
www.futurenowinc.com Conversion Rate Marketing,
www.odci.gov/cia/publications/factbook/index.html
522
oficialcities.org , ,
www.economist.co.uk Economist Technology Quarterly
www.ftc.gov Federal Trade Commission,
www.sec.gov US Securities and Exchange
Commission (SEC),
www.sec.gov/archieves/edgar/data SEC,
www.esomar.nl European Society of Opinion and
Market Research www.lexis-nexis.com
;
,
.
www.infores.com Information Resources
www.sbaonline.sba.gov
US
Small
Business
Administration
cyberatlas.internet.com/big_picture/geographics/article/
www.forrester.com -
www.cyberatlas.com
-
www.avantmarketer.com
www.dotorgadvisor.com DotOrgAdvisor Web and email Marketing for associations and nonprofits
www.gigalaw.com GogaLaw.com
-
www.wdfm.com Web Digest for Marketers
//pm.netratings.com/ nnpm/owa/ NRpublicreports
Nielsen/Netrating, -
-
//hotwired.lycos.com/webmonkey HTML,
web-
www.chillingeffects.org/index.cgi Online
Copyright Site
www.garant.ru/main
www.ispr.ru
-
www.wilsoncenter.org
www.wikipedia.org
9.
www.publist.com
www.Ulrichsweb.com
523
www.mediafinder.com/index.cfm
www.owt.com/dircon
-
www.mediamap.com
-
www.public.ru 600
www.monitoring.ru
www.ecola.com/news Ecola's 24 Hour Newsstand
2000 eb-,
www.kommersant.ru !.
www.nytimes.com New York Times //online.wsj.com Wall Street Journal
www.washingtonpost.com Washington Post (weekly)
www.latimes.com Los Angeles Times
524
,
www.publist.com
www.owt.com/dircom
www.mediamap.com
www.e-commerce.ru -
12.
www.cnn.com CNN
Europe.cnn.com CNN
www.tvc.ru
www.bbc.co.uk
www.abc.com
www.cbs.com CBS
www.nbc.com NBC
www.fox.com FOX
www.ltv.ru 1-
www.rutv.ru
13.
www.echo.msk.ru
www.silver.ru
news.bbc.co.uk/hi/Russian/news
, ,
-
.
.
..
,
, , ,
(.: -, 1999, 2000),
(.: -, 2003),
(.: , 2002,
2003, 2004, 2006),
(.: ; -, 1997).
.
. .
. .
. .
. .
. .
22.03.06. 60x90'/16.
. . .-. . 33,0.
3000 . 3014.
.
105187, , . , . 50/52.
.:(495)234-8319.
.
143200, . , . , 93.
:
:
105082, , . . , 75, . 10 (. )
: 797-9081, 797-9082, 797-9083, 797-9084
363-0634, 363-0635, 363-0636 : yr_grd@aha.ru
- : http://www.u-g.ru
,
9.00 18.00, ,
10.30 20.00 ( )
10.00 16.00 ()
:
101000, , ., . 7, . 1 (. ,
-), .: (495) 928-4840
: 10.00 19.00, ,
-
101861, , . , . 6 (. )
121019, , . , . 8 (. )
103009, , . , . 8, . 1 (. )
121165, , . , . 20 (. )
:
-, . , . 11
, . , . 23
, . , . 23
, . , . 87
, -, . 153
, . , . 100
, . , . 42
0
, . , . 61
, . , . 55
, . , . 101 -
, . , . 172
, . . , . 12