Маркетинг менеджмент

Tom Peters, The Circle of Innovation (New York: Alfred A. Knopf, 1997) p. 96; Mark Borden, «Keeping Yahoo Simple – and Fast», Fortune , January 10, 2000, pp. 167—168; Rajesh Sethi, «New Product Quality and Product Development Teams», Journal of Marketing (April 2000): 1–14.

350

Philip Kotler and Gerald Zaltman, «Targeting Prospects for a New Product», Journal of Advertising Research (February 1976): 7–20.

351

Подробности приведены в работе: Keith G. Lockyer, Critical Path Analysis and Other Project Network Techniques (London: Pitman, 1984); Arvind Rangaswamy and Gary L. Lilien, «Software Tools for New Product Development», Journal of Marketing Research (February 1997): 177—184.

352

Этот раздел опирается на результаты исследований, приведенные в работе: Everett M. Rogers, Diffusion of Innovations (New York: Free Press, 1962). См. также 3-е издание этой книги, опубликованное в 1983 г.

353

Hubert Gatigton and Thomas S. Robertson, «A Propositional Inventory for New Diffusion Research», Journal of Consumer Research (March 1985): 849—867; Vijay Mahajan, Eitan Muller and Frank M. Bass, «Diffusion of New Proucts: Empirical Generalizations and Managerial Uses», Marketing Science , 14, no. 3, part 2 (1995): G79–G89; Fareena Sultan, John U. Farley, and Donald R. Lehmann, «Reflection on “A Meta-Analysis of Applications of Diffusion Models”», Journal of Marketing Research (May 1996): 247—249; Minhi Hahn, Sehoon Park, and Andris A. Zoltners, «Analysis of New Product Diffusion Using a Four-Segment Trial-Repeat Model», Marketing Science , 13, no. 3 (1994): 224—247.

354

Ряд авторов выделяет дополнительные стадии. Ч. Уоссон предлагает включить между ростом и зрелостью стадию бурной конкуренции: Chester R. Wasson, Dynamic Competitive Strategy and Product Life Cycles (Austin, TX: Austin Press, 1978). Зрелость характеризует стадию спада увеличения объема продаж и насыщение, стадию выхода кривой продаж на плато после достижения пика.

355

Robert D. Buzzell, «Competitive Behavior and Product Life Cycles», in New Ideas for Successful Marketing , edited by John S. Wright and Jack Goldstucker (Chicago: American Marketing Association, 1956), p. 51.

356

Rajesh J. Chandy, Gerald J. Tellis, Deborah J. MacInnis, and Pattana Thaivanich, «What to Say When: Advertising Appeals in Evolving Markets», Journal of Marketing Research 38 (November 2001: 399—414.

357

Steven P. Schnaars, Managing Imitation Strategies (New York: Free Press, 1994).

358

Gerald Tellis and Peter Golder, Will & Vision: How Latecomers Can Grow to Dominate Markets (New York: McGraw-Hill, 2001).

359

Stephen M. Nowlis and Itamar Simmonson, «The Effect of New Product Features on Brand Choice», Journal of Marketing Research (February 1996): 36—46.

360

Kathryn Rudie Harrigan, «Strategies for Declining Industries», Journal of Business Strategy (Fall 1980): 27.

361

«Quaker Take Heart Instant Oatmeal», Nutraceuticals World , March 2005, p. 139; «Hot Cereal in One Hot Commodity», Prepared Foods, January 2000.

362

Philip Kotler, «Harvesting Strategies for Weak Products», Business Horizons , August 1978, pp. 15—22; Laurence P. Feldman and Albert L. Page, «Harvesting: The Misunderstood Market Exit Strategy», Journal of Business Strategy (Spring 1985): 79—85.

363

Jeff D. Opdyke, «Family Finance: Consumers Increasingly Use Internet to Price Auto Insurance», Wall Street Journal , May 25, 2005, p. D2; Lynna Goch, «Gearing Up: Insurers Are Using Driver Safety Programs, Sharply Focused Advertising, and the Internet to Court Teen Drivers», Best’s Review , October 2003, pp. 20+; Christоpher Oster, «Car Insurers Get Into the Repair Business», Wall Street Journal, April 8, 2003, p. D1; «In Brief: Progressive Leads Performance List», American Banker , March 30, 2004, p. 9 (www.progressive.com).

364

Valarie A. Zeithaml, «How Customer Evaluation Processes Differ Between Goods and Services», in J. Donnelly and W.R. George, eds., Marketing of Services , (Chicago: American Marketing Association, 1981), pp. 186–90.

365

Amy Ostrom and Dawn Iacobucci, «Consumer Trade-offs and the Evaluation of Services», Journal of Marketing (January 1995): 17—28.

366

Theodore Levitt, «Marketing Intangible Products and Product Intangibles», Harvard Business Review (May–June 1981): 94–102; Leonard L. Berry, «Services Marketing Is Different», Business , May–June 1980, pp. 24—30.

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