⁷ Ïåðâûå ÷åòûðå îïðåäåëåíèÿ ìîæíî íàéòè â „Marketing Definitions...” Op. cit.

⁸ Ñì.:ÂØ Paul. „It Isn't Chicken Feed to Put Your Brand on 78 Million Birds”. -- Wall Street Journal, May 13, 1974, p. 1.

⁹ „Research Suggests Consumers Will Increasingly Seek Quality”. -- Walt Street Journal, October 15, 1981, p. 1.

¹⁰ Ñì.: Theodore R. Gamble.,,Brand Extension”. -- „Plotting Marketing Strategy”, ed. Lee Adler. N. Y., "Simon & Schuster”, 1967, p. 170--171. Ïðèìåðû áîëåå ïîçäíåãî âðåìåíè ïðèâîäÿòñÿ â ñòàòüå: „Name Game”. -- Time, August 31, 1981, p. 41--42.

¹¹ Ñì.: Robert W. Young. „Multibrand Entries". Adler. „Plotting Marketing Strategy”, p. 143--164.

¹² cm. „General Foods -- Post Division (B)”. Case M-102, Havard Business School, 1964.

¹³ „Product Tryouts: Sales Tests in Selected Cities Help Trim Risks of National Marketing”. -- Wall Street Journal, August 10, 1962, p. 1.

¹⁴ Peter G. Banting. „Customer Service in Industrial Marketing: A Comparative Study”. -- European Journal of Marketing 10, ¹ 3, 1976, p. 140.

¹⁵ Ñì.: Ralph S. Alexander and Thomas L. Berg. „Dynamic Management in Marketing”. Homewood, 111., „Richard D. Irwin”, 1965, p. 419--428.

¹⁶ Ñì.: Benson P. Shapiro. „Industrial Product Policy: Managing the Existing Product Line”. Cambridge, Mass., Marketing Science Institute, 1977, p. 9--10.

¹⁷ Ýòî îïðåäåëåíèå ïðèâîäèòñÿ â „Marketing Definitions...”Op. cit.

Ãëàâà 9. Ðàçðàáîòêà òîâàðîâ: ïîäõîä ê ðàçðàáîòêå íîâûõ òîâàðîâ è ïðîáëåìàì æèçíåííîãî öèêëà òîâàðîâ

¹ Íàïèñàíî àâòîðîì ïî ìàòåðèàëàì çàìåòîê ïðîôåññîðà Ãàðîëüäà Ó. Ôîêñà, à òàêæå íà îñíîâå ñòàòåé: „Ð & G's Aren't Chips Of the Old Spud, Bit They Are Selling”. -- Wall Street Journal, March 28, 1974 è „In Spite of Huge Losses, Procter & Gamble Tries Once More to Revive Pringle's Chips”. -- Wall Street Journal. October 7, 1981.

² David S. Hopkins and Earl L. Bailey. „New Product Pressures”. -- Conference Board Record, June 1971, p. 16--24. ,

³ Ñì.: Edward M. Tauber. „Forecasting Sales Prior to Test Market”. -- Journal of Marketing, January 1977, p. 80--84, à òàêæå Robert Blattberg and John Golanty. „Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning”. -- Journal of Marketing Research, May 1978, p. 192--202.

⁴ Ñì.: Roger A. Kerin, Michael O. Harvey and James T. Rothe. „Cannibalism and New Product Development”. -- Business Horizons, October 1978, p. 25--31.

⁵ Philip Kotler and Gerald Zaltman. „Targeting Prospects for a New Product”. -- Journal of Advertising Research, February 1976, p. 7--20.

⁶ William E. Cox, Jr. „Product Life Cycles as Marketing Models”. -- Journal of Business, October 1967, p. 375--384.

⁷ Robert D. Buzzell. „Competitive Behavior and the Product Life Cycle in New Ideas for Successful Marketing”, ed. John S. Wright and Jac L. Goldstucker. Chicago, American Marketing Association, 1966, p. 51.

⁸ Ibid., p. 51.

⁹ Ibid., p. 52.

¹⁰ Äëÿ ïðîâåäåíèÿ òàêîãî àíàëèçà èñïîëüçóþò íåñêîëüêî ðàçíûõ ìåòîäèê. Ñì.: Philip Kotler. „Phasing out Weak Products”. -- Harvard Business Review, March - April 1965, p. 107--18, à òàêæå Paul W. Hamelman and Edward M. Mazze. „Improving Product Abandonment Decisions”. -- Journal of Marketing, April 1972, p. 20--26.

¹¹ Áîëåå ïîäðîáíî î êîíöåïöèè æèçíåííîãî öèêëà òîâàðà ìîæíî ïðî÷åñòü â ñëåäóþùèõ ðàáîòàõ: Theodore Levitt. „Exploit the Product Life Cycle”. -- Harvard Business Review, November-December 1965, p. 81--94; Nariman K. Dhalla and Sonia Yuspeh. "Forget the Produkt Life Cycle Concept”. -- Harvard Business Review, January - February 1976, p. 102--112. Ñì. òàêæå îòäåëüíûé ðàçäåë, â êîòîðûé âêëþ÷åíû ñòàòüè, êàñàþùèåñÿ ïðîáëåì æèçíåííîãî öèêëà òîâàðà, â îñåííåì íîìåðå Journal of Marketing çà 1981 ãîä.

Ãëàâà 10. Óñòàíîâëåíèå öåí íà òîâàðû: çàäà÷è è ïîëèòèêà öåíîîáðàçîâàíèÿ

¹ Philip Kotler. „Marketing for Nonprofit Organizations”. Englewood Cliffs, N.J., „Prentice-Hall”, 1982, p. 303--304.

² David J. Schwartz. „Marketing Today: a Basic Approach”, 3d ed. N.Y., „Harcourt Brace Jovanovich”, 1981, p. 271.

³ „Departmental Merchandising and Operating Results of 1965”. N.Y., National Retail Merchants Association, 1965.

⁴ Lee E. Preston. „Profits, Competition and Rules of Thumb in Retail Food Pricing”. Berkeley University of California Institute of Business and Economic Research, 1963, p. 31.

⁵ Ibid., p. 29--40.

⁶ Ñì.: Daniel A. Nimer. „Pricing the Profitable Sales Has a Lot to Do With Perception”. -- Scales Management, May 19, 1975, p. 13--14.

⁷ Áîëåå ïîäðîáíî îá ýòîì ñì. â ñòàòüå: Edward R. Hawkins. „Price Policies and Theory”. -- Journal of Marketing, January 1954, p. 233--240.

Ãëàâà 11. Óñòàíîâëåíèå öåí íà òîâàðû: ïîäõîäû ê ïðîáëåìå öåíîîáðàçîâàíèÿ

¹ Ñì.: Joel Dean. Hall", „ Managerial Economics”. Englewood Cliffs, N.J., „Prentice-Hall”, 1951, p. 420 ff.

² Ñì.: George Sligler. „The Theory of Price”, rev. ed. N.Y., „Macmillan”, 1952, p. 215 ff.

³ Ñì.: „Flexible Pricing”. -- Business Week, December 12, 1977, p. 78--88.

⁴ cm. „Pricing Strategy in an Inflation Economy”. -- Business Week, April 6, 1974, p. 43--49.

⁵ Norman H. Fuss, Jr. „How to Raise Prices -- Judiciously -- to Meet Today's Conditions”. -- Harvard Business Review, May-June 1975, p. 10 f.

⁶ Ïðåêðàñíûé îáçîð äàåòñÿ â ðàáîòå: Kent Â. Ìonroe. „Buyers' Subjective Perceptions of Price”. -- Journal of Marketing Research, February 1973, p. 70--80.

⁷ Alfred R. Oxenfeldt. „Pricing for Marketing Executives”. San-Francisco, „Wadsworth”, 1961, p. 28.

Ãëàâà 12. Ìåòîäû ðàñïðîñòðàíåíèÿ òîâàðîâ: êàíàëû ðàñïðåäåëåíèÿ è òîâàðîäâèæåíèÿ

¹ Íàïèñàíî àâòîðîì íà îñíîâå: Russell Leavitt. „Billions in Blossoms”. -- Fortune, May 18, 1981, p. 68--75.

² Ïåðå÷íè ïîäîáíîãî ðîäà ïðèâîäÿòñÿ òàêæå â ðàáîòàõ: Edmund D. McGarry. „Some Functions of Marketing Reconsidered”. -- „Theory in Marketing”, ed. Reavis Cox and Wroe Alderson. Homewood, 111., „Richard D. Irwin", 1950, p. 269--273, à òàêæå Louis P. Bucklin. „A Theory of Distribution Channel Structure”. Berkeley, Institute of Business and Economic Research, University of California, 1966, p. 10--11.

³ Ronald Abler, John S. Adams and Peter Gould. „Spatial Organization: the Geographer's View of the World”. Englewood Cliffs, N. J., „Prentice-Hall", 1971, p. 531--532.

⁴ William G. Zikmund and William J. Stanton. „Recycling Solid Wastes: a Channels -- of -- Distribution Problem”. -- Journal of Marketing, July 1971, p. 34.

⁵ Bert C. McCammon, Jr. „Perspectives for Distribution Programming” --„Vertical Marketing Systems”, ed. Louis P. Bucklin. Clenview, ²²². „Scott Foresman", 1970, p. 32--51.

⁶ Ibid., p. 45.

⁷ Ñì.: Robert E. Weigand. „Fit Products and Channels to Your Markets”. -- Harvard Business Review, January-February 1977, p. 95--105.

⁸ Î ðàáîòå äèñòðèáüþòîðîâ òîâàðîâ ïðîìûøëåííîãî íàçíà÷åíèÿ ìîæíî ïðî÷åñòü â ñòàòüå: Frederick E. Webster, Jr. „The Role of Industrial Distributor”. -- Journal of Marketing, July 1976, p. 10--16.

⁹ Ñì.: Bert Rosenbloom. „Marketing Channels: a Management View”. Hinsdale, III, „Dryden Press”, 1978, p. 192--203.

¹⁰ Ñì.: McCammon. Perspectives for Distribution Programming, p. 43.

¹¹ Ñì.: Â. J. LaLonde and P. H. Zinszer. „Customer Service: Meaning and Measurement”. Chicago, National Council of Physical Distribution Management, 1976.

¹² Ñì.: Jurgen F. Ringer and Charles D. Howell. „The Industrial Engineer and Marketing” --„Industrial Engineering Handbook”(2d ed.), ed. Harold Bright Maynard. N.Y., „McGraw-Hill", 1963, p. 10, 102--103.

Ãëàâà 13. Ìåòîäû ðàñïðåäåëåíèÿ òîâàðîâ: ðîçíè÷íàÿ è îïòîâàÿ òîðãîâëÿ.

¹ Liz Roman Gallese. The Cheese at Spag's Is Next to the Rugs -- Over by the Golf Balls” -- Wall Street Journal, January 28, 1983, p. 1; „The Discount Twist in Suburban Shopping Malls”. -- Business Week, July 7, 1980, p. 94--96; Walteã ÌñQuade. „The Man Who Makes Millions on Mistakes”. -- Fortune, September 6, 1982, p. 106--116; John Merwin. „Lemons to Lemonade”. -- Forbes, August 30, 1982, p. 60--61.

² „Statistical Abstract of U.S.”, 1982--1983.

³ „Standard and Poor's Industry Surveys”. -- Retailing, June 1983.

⁴ John Dennis McDonald. „The Game of Business”, N. Y., „Doubleday”, 1975, p. 102.

⁵ Phyllis Berman. „Too Big for Miracles”. -- Forbes, June 15, 1977, p. 26.

⁶ Ernest Samhaber. „Merchants Make History”. N. Y., „Harper & Row”, 1964, p. 345--348.

⁷ Öèòèðóåìàÿ ÷àñòü îïðåäåëåíèÿ âçÿòà èç ðàáîòû: Walter J. Salmon, Robert D. Buzzell, Stanton G. Cort, and Michael R. Pearce. „The Super Store -- Strategic Implications for the Seventies”. Cambridge, Mass., Marketing Science Institute, 1972, p. 83.

⁸ Ñì. „Supermarkets Eye The Sunbelt”. -- Business Week, September 27, 1976, p. 61,

⁹ „Standard and Poor's Industry Surveys”. -- Retailing, June 1983.

¹⁰ Salmonetal. „The Super Store”, p. 4.

¹¹ Ïåðå÷åíü îñîáåííîñòåé â ñëåãêà èçìåíåííîì âèäå âçÿò èç ðàáîòû: Ronald R. Gist. „Retailing Concepts and Decisions”. N.Y., „John Wiley”, 1968, p. 45--46.

¹² „Standard and Poor's Industry Surveys”. -- Retailing, June 1983.

¹³ Ñì.: Jonathan N. Goodrich and Jo Ann Hoffman. „Warehouse Retailing: The Trend of the Future”. -- Business Horizons, April 1979, p. 45--50.

¹⁴ „Catalog Showroom Hot Retailer”. -- Chicago Tribune, December 6, 1978, Sec. 4, p. „Standard and Poor's Industry Surveys”. -- Retailing, June 1983.

¹⁵ Leo Bogart. „The Future in Retailing”. -- Harvard Business Review, November-December 1973, p. 26.

¹⁶ Belden Menkus. „Remote Retailing a Reality by 1985? ” -- Chain Store Age Executive, September 1975, p. 42.

¹⁷ „Millions by Mail”. -- Forbes, March 15, 1976, p. 82.

¹⁸ Ïðåêðàñíûé ìàòåðèàë î ìåòîäàõ è ïðèåìàõ «äèðåêò ìåéë» ìîæíî íàéòè â ðàáîòå: Bob Stone. „Successful Direct Marketing Methods”, 2nd, rev. ed. Chicago, „Grain Books", 1979.

¹⁹ Ñì.: G. R. Schreiber. „A Concise History of Vending In the U.S.A”. Chicago, „Vend”, 1961, p. 9.

²⁰ Ñì.: „How the 'New Sell' is Raking in Billions”. -- U. S. News & World Report, May 8, 1978, p. 74--75.

²¹ Ñì.: Ronald R. Gist. „Marketing and Society: Text and Cases”, 2nd ed. Hinsdale, ²²²., „Dryden Press”, 1974, p. 334.

²² Ñì.: Rollie Tillman. „Rise of the Conglomerchant”. -- Harvard Review, November-December 1971, p. 44--51.

²³ Ñì.: Phyllis Berman. „Melville, Corp.: Discounting with a Diflerence”. -- Forbes, April 16, 1979, p. 93--94.

²⁴ Ýòî îïðåäåëåíèå, äàííîå Èíñòèòóòîì ãðàäîñòðîèòåëüñòâà, ïðèâîäèòñÿ â ðàáîòå: Roger A. Dickinson. „Retail Management: a Channels Approach”. Belmont, Calif. „Wadsworth”, 1974, p. 9.

²⁵ David Elsner. „Shopping Center Boom Appears to Be Fading Due to Oberbuilding”. -- Wall Street Journal, September 7, 1976, p. 1.

²⁶ Menkus. „Remote Retailing”, p. 42.

²⁷ Áîëåå ïîäðîáíî îá ýòîì ñì. òàêæå: Philip Kotler. „Atmospherics as a marketing Tool”. -- Journal of Retailing, Winter 1973/74, p. 48--64.

²⁸ Harold Haydon. „Galleries: a Little Push Is Better That Too Much or No Promotion at All”. -- Chicago Sun-Times, October 30, 1970, p. 55.

²⁹ Ñì.: David A. Revzan. „Wholesaling in Marketing Organization”. N. Y., „John Wiley”, 1961, p. 10--11.

³⁰ Ñì. „Statistical Abstract of U.S”, 1982--1983.

Ãëàâà 14. Ïðîäâèæåíèå òîâàðîâ:ñòðàòåãèÿ êîììóíèêàöèè è ñòèìóëèðîâàíèÿ

¹ Íàïèñàíî àâòîðàìè ïî ìàòåðèàëàì ïðîñïåêòà ôèðìû «Ïèööà èíí».

² Çà èñêëþ÷åíèåì îïðåäåëåíèÿ ïîíÿòèÿ «ñòèìóëèðîâàíèå ñáûòà», âñå îñòàëüíûå çàèìñòâîâàíû èç: „Marketing Definitions: a Glossary of Marketing Terms”. Chicago, American Marketing Association, 1960.  ïîíÿòèå «ñòèìóëèðîâàíèå ñáûòà» Àìåðèêàíñêàÿ àññîöèàöèÿ ìàðêåòèíãà ïîìèìî ïîîùðèòåëüíûõ ïðîãðàìì âêëþ÷àåò òàêèå ñðåäñòâà ðàñïðîñòðàíåíèÿ ìàðêåòèíãîâîé èíôîðìàöèè, êàê ýêñïîçèöèè, ïîêàçû, âûñòàâêè è äåìîíñòðàöèè, êîòîðûå ìîæíî ñêîðåå êëàññèôèöèðîâàòü êàê ôîðìû ðåêëàìû, ëè÷íîé ïðîäàæè èëè ïðîïàãàíäû. Íåêîòîðûå òåîðåòèêè ìàðêåòèíãà ïðåäëàãàþò äîïîëíèòü â êà÷åñòâå ïÿòîé ñîñòàâëÿþùåé êîìïëåêñà ñòèìóëèðîâàíèÿ «óïàêîâêó», òîãäà êàê äðóãèå ðàññìàòðèâàþò åå êàê îäíó èç ñîñòàâíûõ ÷àñòåé òîâàðà.

³ Ñì.: Michael L. Ray and William L. Wilkie. „Fear: the Potential of an Appeal Neglected by Marketing”. -- Journal of Marketing, January 1970, p. 55--56; Brian Sternthal and C. Samuel Craig. „Feal Appeals Revisited and Revised”. -- Journal of Consumer Research, December 1974, p. 22--34.

⁴ Brian Sternthal and C. Samuel Craig. „Humor in Advertising”. -- Journal of Marketing, October 1973, p. 12--18.

⁵ Carl I. Hovland and Wallace Mandell. „An Experimental Comparison”. -- Journal of Abnormal and Social Psychology, July 1952, p. 581--588.

⁶ Ñì.: Ñ. I. Hovland, A. A. Lumsdaine and F. D. Sheffield. „Experiments on Mass Communication”, vol. 3. Princeton, N.J., „Prinston University Press”, 1948, chap. 8.

⁷ Áîëåå ïîäðîáíî îá ýòîì ñì.: James F. Engel, Roger D. Blackwell and David T. Kollat. „Consumer Behavior”, 3d ed. Hinsdale, ²²²., „Dryden Press”, 1978, p. 346--348.

⁸ Ñì.: Thomas S. Robertson. „Innovative Behavior and Communication”. N. Y., „Holt, Rinehart & Winston”, 1971, chap. 9.

⁹ cm,: Philip Kotler. „Atmospherics as a Marketing Tool ”. -- Journal of Retailing, Winter 1973/74, p. 48 --64.

¹⁰ P.P. Lazarfeld, B. Berelson and H. Gaudet. „The People's Choice”, 2d ed. N. Y., „Columbia University Press”, 1948, p. 151.

¹¹ Herbert C. Kelman and Carl I. Hovland. „Reinstatement of the Communication in Delayed Measurement of Opinion Change”. -- Journal of Abnormal and Social Psychology, 48, 1953, p. 327 --335. ”. -- Fortune, December 1956, p. 123.

¹³ Albert Wesley Frey. „How Many Dollars for Advertising”. N.Y., „Ronald Press”, 1955, p. 65.

¹⁴ Ibid., p. 49.

¹⁵ Ñì.: G. Maxwell Ule. «A Media Plan for “Sputnik” Cigarettes». -- „How to Plan Media Strategy”. American Association of Advertising Agencies, 1957 Regional Convention, p. 41--52.

¹⁶ Ñì.: Sidney J. Levy. „Promotional Behavior”. Glenview, ²²²., „Scott, Foresman”, 1971, chap. 4.

¹⁷ Ibid.

¹⁸ Sales and Marketing Management, February 23, 1981, p, 34.

¹⁹ „How Advertising Works in Today's Marketplace”. -- „The Morrill Study”. N.Y., „McGraw-Hill", 1971, p. 4.

²⁰ „What IBM Found about Ways to Influence Selling”. -- Business Week, December 5, 1959, p. 69 --70. Ñì. òàêæå ñòàòüþ: Harold Ñ. Cash and William J. Crissy. „Comparison of Advertising and Selling” --,,The Psychology of Selling”, vol. 12. Flushing, N.Y., Personal Development Associates, 1965.

Ãëàâà 15. Ïðîäâèæåíèå òîâàðîâ: ðåêëàìà, ñòèìóëèðîâàíèå ñáûòà è ïðîïàãàíäà

¹ Bob Spitz. „Caution: Men at Work on Men at Work”. -- Esquire, July 1983, p. 105 --109; Kurt Loder. „Men at Work: Out to Lunch”. -- Rotting Stone, June 23, 1983, p. 16 --19, 87, 88.

² Äàííûå îá îáúåìå è ñòðóêòóðå ðåêëàìíîé äåÿòåëüíîñòè è ñòà êðóïíåéøèõ îáùåíàöèîíàëüíûõ ðåêëàìîäàòåëÿõ âçÿòû èç íîìåðîâ æóðíàëà «Àäâåðòàéçèíã ýéäæ» îò 16 ôåâðàëÿ è 10 ñåíòÿáðÿ 1981 ã. è «Êðàòêîãî ñòàòèñòè÷åñêîãî îáçîðà ÑØÀ çà 1982 --1983 ãã.»

³ Ñì.: Russell H. Colley. „Defining Advertising Goals for Measured Advertising Results”. N. Y., Association of National Advertisers, 1961.

⁴ Ñì.: William L. Wilke and Paul W. Farris. „Comparison Advertising: Problem and Potential”. -- Journal of Marketing, October 1975, p. 7 --15.

⁵ Ñì.: Russell L. Ackoff and James R. Emshoff. „Advertising Research at Anheuser-Busch; Inc. (1963 --1968).” -- Sloan Management Review, Winter 1975, p. 1--15.

⁶ John C. Maloney. „Marketing Decisions and Attitude Research”. -- „Effective Marketing Coordination”, ed. George L. Baker, Jr. Chicago, American Marketing Association, 1961, p. 595 --618.

⁷ Dik Warren Twedt. „How to Plan New Products, Improve Old Ones, and Create Better Advertising”. -- Journal of Marketing, January 1969, p. 53 --57.

⁸ Ñì.: William A. Mindak and H. Malcolm Âóbee. „Marketing's Application to Fund Raising”. -- Journal of Marketing, July 1971, p. 13 --18.

⁹ Ñì.: L. Greenland. „Is This the Era of Positioning?” -- Advertising Age, May 29, 1972.

¹⁰ Philip H. Dougherty. «Bad `Pulses' the Market». -- New York Times, February 18, 1975, p. 40.

¹¹ Ñì.: David B.Montgomery and Alvin J. Silk. „Estimating Dynamic Effects of Market Communications Expenditures”. -- Management Science, June 1972, p. 485 --501.

¹² Ñì. Rober D. Buzzell. „E.I. Du Pont de Nemours & Co.: Measurement of Effects of Advertising” -- R. D. Buzell. „Mathematical Models and Marketing Management”. Boston, Division of Research, Graduate School of Business Administration, Harvard University, 1964, p. 157 --179.

¹³ Ñì.: Roger A. Strang. „Sales Promotion -- Fast Growth, Faulty Management”. -- Harvard Business Review, July-August 1976, p. 115 --124.

¹⁴ Ibid., p. 116 --119.

¹⁵ Ñì.: Roger A. Strang, Robert M. Prentice and Alden G. Clayton. „The Relationship between Advertising and Promotion in Brand Strategy”. Cambridge, Mass., Marketing Science Institute, 1975, chap. 5.

¹⁶ Strang. „Sales Promotion”, p. 124.

¹⁷ Áîëüøèíñòâî îïðåäåëåíèé â ýòîì ðàçäåëå îñíîâàíû íà ìàòåðèàëàõ ðàáîòû: John F. Luick and William Lee Siegler. „Sales Promotion and Modern Merchandising”. N.Y., „McGraw-Hill”, 1968.

¹⁸ Áîëåå ïîäðîáíî îá ýòîì ìîæíî ïðî÷åñòü â ðàáîòå: Carl-Magnus Seipel. „Premiums -- Forgotten by Theory”. -- Journal of Marketing, April 1971, p. 26 --34.

¹⁹ Ñì.: Fred. C. Allvine. „The Future for Trading Stamps and Games”. -- Journal of Marketing, January 1969, p. 45 --52.

²⁰ Ñì. „Our L'eggs Fit Your Legs”. -- Business Week, March 27, 1972.

²¹ Ñì.: Walter A. Gaw. „Specialty Advertising”. Chicago, Specialty Advertising Association, 1970.

²² Ñì.: Suzette Cavanaugh. „Setting Objectives and Evaluating the Effectiveness Of Trade Show Exhibits”. -- Journal of Marketing, October 1976, p. 100 --105.

²³ Rusell D. Bowman. „Merchandising and Promotion Grow Big in Marketing World”. -- Advertising Age, December 1974, p. 21.

²⁴ Ñì.: Strang. „Sales Promotion”, p. 120.

²⁵ Ñì.: George Black. „Planned Industrial Publicity”. Chicago, „Putman Publishing”, 1952, p. 3.

²⁶ Ñì.: Arthur M. Merims. „Marketing's Stepchild: Products Publicity”. -- Harvard Business Review, November-December 1972.

Ãëàâà 16. Ïðîäâèæåíèå òîâàðîâ: ëè÷íàÿ ïðîäàæà è óïðàâëåíèå ñáûòîì

¹ Michael Waldholz. «How a 'Detail Man' Promotes New Drugs to Tennessee Doctors». -- Wall Street Journal, November 8, 1982.

² Robert N. McMurry. „The Mystique of Super-Salesmanship”. -- Harvard Business Review, March-April 1961, p. 114.

³ Ñì.: William R. Dixon. „Redetermining the Size of the Sales Force: a Case Study”. -- „Changing Perspectives in Marketing Management”, ed. Marting R. Warshaw. Ann Arbor, University of Michigan, 1962, p. 58.

⁴ Roger M. Pegram. „Selling and Servicing the national Account”. N. Y., Conference Board, 1972,

⁵ William H. Kaven. „Managing the Major Sale”. N. Y., American Management Association, 1971; Benson P. Shapiro and Ronald S. Posner. „Making the Major Sale”. -- Harvard Business Review, March-April 1976, p. 68--78.

⁶ Ñì.: Walter J. Talley. „How to Design Sales Territories”. -- Journal of Marketing, January 1961, p. 7--13.

⁷ Ñì.: Marketing News, February 5, 1982, p. 1.

⁸ Îáñëåäîâàíèå ïðîâîäèëîñü íüþ-éîðêñêèì «Êëóáîì ðóêîâîäèòåëåé ñëóæá ñáûòà», à î åãî ðåçóëüòàòàõ áûëî ðàññêàçàíî â æóðíàëå Business Week, February 1, 1964, î. 52.

⁹ McMurry. „Mystique of Super -- Salesmanship”, p. 117.

¹⁰ Ibid., p. 118.

¹¹ David Mayer and Herbert M. Greenberg. „What Makes a Good Salesman”. -- Harvard Business Review, July-August 1964, p. 119 --125.

¹² „Double-Digit Hikes in 1974 Sales Training Costs”. -- Sales and Marketing Management, January 6, 1975, p. 54.

¹³ Ðàññêàç î ïðîöåññå ïðîäàæè ÷àñòè÷íî îñíîâàí íà ìàòåðèàëàõ êíèãè: W. J. Å. Crissy, William H. Cunningham and Isabella Ñ. Ì. Cunningham. „Selling: the Personal Force m Marketing”. N. Y., „John Wiley”, 1977, p. 19--29.

¹⁴ Mark Hanan. „Join the Systems Sell and You Can't Be Beat”. -- Safe and Marketing Management, August 21, 1972, p. 44. Ñì. òàêæå: Mark Hanan, James Cribbin and Herman Heiser. „Consultative Selling”. N. Y., American Management Association, 1976.

Ãëàâà 17. Ñòðàòåãèÿ, ïëàíèðîâàíèå, êîíòðîëü

¹ Melville Ñ. Branch. „The Corporate Planning Process”. N. Y., American Management Association, 1962, p. 48 --49.

² Ñì.: Peter Drucker. „Management: Tasks, Responsibilities, Practices”. N. Y., „Harper & Row”, 1973, chap. 7.

³ Theodore Levitt. „Marketing Myopia”. -- Harvard Business Review, July-August 1960, p. 45 --56,

⁴ Ïîëåçíûå ñâåäåíèÿ î ïîñòàíîâêå çàäà÷ ìîæíî ïî÷åðïíóòü â ðàáîòå Charles H. Granger. „The Hierarchy of Objectives”. -- Harvard Business Review, May-June 1964, 63 --74.

⁵ H. Igor Ansoff. „Strategies for Diversification”. -- Harvard Business Review, September-October 1957, p. 113 --124.

⁶ Ïðèìåðû ýìïèðè÷åñêèõ èññëåäîâàíèé íà îñíîâå ýìïèðè÷åñêè ïîäîáðàííûõ ôóíêöèé ðåàêöèè ñáûòà ìîæíî íàéòè â ñëåäóþùèõ ðàáîòàõ: Doyle L. Weiss. „Determinants of Market Share”. -- Journal of Marketing Research, August 1968, p. 290--295; Donald E. Sexton, Jr. „Estimating Marketing Policy Effects on Sales of a Frequently Purchased Product”. -- Journal of Marketing Research, August 1970, p. 338--347; Jean-Jacques Lambin. „A Computer On-Line Marketing Mix Model”. -- Journal of Marketing Research, May 1972, p. 119 --126.

⁷ Ñì.: Russell Ackoff and James R. Emshoff. „Advertising Research at Anheuser-Busch”. -- Sloan Management Review, Winter 1975, p. 1 --15.

⁸ Ñì.: Philip Kotler. „A Guide to Gathering Expert Estimates”. -- Business Horizons, October 1970, p. 79--87.

⁹ Ñì.: Philip Kotler. „Marketing Decision Making”. N.Y., „Holt, Rinehart & Winston”, 1971.

¹⁰ Áîëåå ïîäðîáíî îá ýòîì ñì.: James M. Hulbert and Norman E.Toy. „A Strategic Network for Marketing Control”. -- Journal of Marketing, April 1977, p. 12 --20.

¹¹ Îá èñïîëüçîâàíèè ýòèõ ìåòîäîâ ïðèìåíèòåëüíî ê äåÿòåëüíîñòè ñåòè ãîñòèíèö ðàññêàçûâàåòñÿ â ðàáîòå Arthur J. Daltas. „Protecting Service Markets with Consumer Feedback”. -- Cornell Hotel and Restaurant Administration Quarterly, May 1977, p. 73 --77.

¹² Îñíîâíîé ìàòåðèàë ñì. â êíèãå: Donald R.Longman and Michael Schiff. „Practical Distribution Cost Analysis”. Homewood, ²²². Richard D. Irwin”, 1955.

¹³ Áîëåå ïîäðîáíî îá ýòîì ñì. â ñòàòüå: Philip Kotler, William Gregor and William Rodgers. „The Marketing Audit Comes of Age”. -- Sloan Management Review, Winter 1977, p. 25--43. Ìåòîäèêà ïðîâåäåíèÿ ïðåäâàðèòåëüíîé ðåâèçèè ìàðêåòèíãà îïèñàíà â ðàáîòå: Philip Kotler. „From Sales Obsesion to Marketing Effectiveness”. -- Harvard Business Review, November-December 1977, p. 67--75.

Ãëàâà 18. Ìåæäóíàðîäíûé ìàðêåòèíã

¹ Íàïèñàíî àâòîðîì íà îñíîâå ñëåäóþùèõ ìàòåðèàëîâ „Brazil: Campbell Soup Fails to Make It to the Table”. -- Business Week, October 12, 1981; „Brazil: Gerber Abandons a Baby--Food Market”. -- Business Week, February 8, 1982.

² Ñì.: „The Reluctant Exporter”. -- Business Week, April 10, 1978, p. 54--66.

³ Bureau of Economic Analysis, U. S. Department of Commerce.

⁴ Ñì.: Warren J. Keegan. „Multinational Product Planning: New Myths and Old Realities” -- „Multinational Product Management”. Cambridge, Mass., Marketing Science Institute, 1976, p. 18.

⁵ Ñèñòåìà îöåíêè ïîëèòè÷åñêîé ñòàáèëüíîñòè ðàçíûõ ñòðàí ïðèâîäèòñÿ â ðàáîòå: F.T. Íànår. „Rating Investment Risks Abroad”. --Business Horizons, April 1979, p. 18 --23.

⁶ Äîïîëíèòåëüíûå ïðèìåðû ïîäîáíîãî ðîäà ìîæíî íàéòè â ðàáîòå: David A. Ricks, Marilyn Y.Ñ. Fu and Jeffery S. Arpan. „International Business Blunders”. Columbus, Ohio, „Grid”, 1974.

⁷ I gal Ayal and Jehiel Zif. „Market Expansion Strategies in Multinational Marketing”. -- Journal of Marketing, Spring 1979, p. 84 --94.

⁸ James K. Sweeney. „A Small Company Enters the European Market”. -- Harvard Business Review, September-October 1970, p. 127 --128.

⁹ Ñì.: David S.R. Leighton. „Deciding When to Enter International Markets” -- „Handbook of Modern Marketing”, ed. Victor P. Âuell. N.Y., „McGraw-Hill”. 1970, p. 23 --28.

¹⁰ Ðàññêàç î ñòðàòåãèÿõ âûõîäà ïîñòðîåí â îñíîâíîì íà ìàòåðèàëàõ êíèãè: Gordon E. Miracle and Gerald S Albaum. „International Marketing Management”. Homewood, ²²²., „Richard D. Irwin”, 1970, chaps. 14--16.

¹¹ Warren J. Keegan. „Multinational Product Planning: Strategic Alternatives”. -- Journal of Marketing, January 1969, p. 58--62.

¹² Lîuis T. We11s, Jr. „A Product Life Cycle for International Trade?” -- Journal of Marketing, July 1968, p. 1--6.

¹³ Ñì.: Miracle and Albaum. „International Marketing Management”, p. 317--319.

¹⁴ Ñì.: William D. Hartley. „How to Do It: Cumbersome Japanese Distribution System Stumps U.S. Concerns”. -- Wall Street Journal, March 2, 1972, p. 1, 8.

¹⁵ Îïèñàíèå ñèñòåì ðàñïðåäåëåíèÿ ðÿäà ñòðàí ïðèâîäèòñÿ â ñòàòüå Wadi-Nambiaratchi. „Channels of Distribution in Developing Economies”. -- Business Quarterly, Winter 1965, p. 74--82.

¹⁶ Áîëåå ïîäðîáíî îá ýòîì ñì. â ñòàòüå: Arieh Goldman. „Outreach of Consumers and the Modernization of Urban Food Retailing in Developing Countries”. -- Journal of Marketing, October 1974, p. 8--16.

¹⁷ Yoram Wind, Susan P. Douglas, Howard V. Perlmutter. „Guide--lines for Developing International Marketing Strategies”. -- Journal of Marketing, April 1973, p. 14--23.

Ãëàâà 19. Ìàðêåòèíã óñëóã è ìàðêåòèíã â ñôåðå íåêîììåð÷åñêîé äåÿòåëüíîñòè

¹ „Services Grow While the Quality Shrinks”. -- Business Week, October 15, 1971, p. 50.

² Õîðîøèé ïîäðîáíûé ðàññêàç î ñèñòåìå êîíòðîëÿ êà÷åñòâà, ïðàêòèêóåìîé ñåòüþ îòåëåé «Ìàðèîòò», ñîäåðæèòñÿ â ñòàòüå: G. M. Hostage. „Quality Control in a Service Business”. -- Harvard Business Review, July-August 1975, p. 98--106.

³ Ñì.: W. Earl Sasser „Match Supply and Demand in Service Industries”. -- Harvard Business Review, November-December 1976, p. 133--140.

⁴ Ñì.: Dan R. E. Thomas. „Strategy is Different in Service Businesses”. -- Harvard Business Review, July-August 1978, p. 161.

⁵ Ñì.: Daniel T. Carroll. „Ten Commandments for Bank Marketing”. -- Bankers Magazine, Autumn 1970, p. 74--80; à òàêæå G. Lynn Shostack. „Banks Sell Services -- Not Things”. -- Bankers Magazine, Winter 1977, p. 40--45.

⁶ Public Relations News, October 27, 1947.

⁷ Îáîñíîâàíèå ýòîãî äîâîäà ñì. â ñòàòüå: Philip Kotler and William Mindak. „Marketing and Public Relations”. -- Journal of Marketing, October 1978, p. 13--20.

⁸ Î äðóãèõ ñïîñîáàõ ìàðêåòèíãà óñëóã ñïåöèàëèçèðîâàííîé îðãàíèçàöèè îáñëóæèâàíèÿ ñì.: Philip Kotler and Richard A. Connor, Jr. „Marketing Professional Services”. -- Journal of Marketing, January 1977, p. 71--76.

⁹ Carol Oppenheim. „Bucky Dent: the Selling of a Sudden Superstar”. --Chicago Tribune, December 16, 1978, sec. 2, p. 1.

¹⁰ „In the Groove at Mercury Records”. -- Chicago Daily News, October 16, 1976.

¹¹ John E. Cooney. „Eddie Fisher Discovers That Regaining Fame Is a Daunting Goal?” -- Wall Street Journal, February 20, 1978, p. 1.

¹² Theodore White. „The Making of the President 1960”, N.Y., „Atheneum”, 1961, à òàêæå Joe McGinness. „The Selling of the President 1968”. N.Y., „Trident Press”, 1969.

¹³ Ñì.: E. Glick. „The New Methodology”. Washington D.C., American Institute for Political Communication, 1967, p. 1; Philip Kotler and Neil Êîtler. „Business Marketing for Political Candidates”. -- Campaigns and Elections, Summer 1981, p. 24--33.

¹⁴ Ðàññêàç î ìàðêåòèíãå «ãîðîäà-íîâîñòðîéêè» Âóäëåíäñà â øòàòå Òåõàñ ïðèâîäèòñÿ â ðàáîòå: Betsy D. Gelb and Ben M. Enis. „Marketing a City of the Future”. -- „Marketing is Everybody's Business”. Santa Monica Calif., „Goodyear”, 1977.

¹⁵ Ñì.: Scott Cutlip and Allen H. Center. „Effective Public Relations”. 3d ed. Englewood Cliffs, N.J., „Prentice-Hall”, 1964, p. 10.

¹⁶ Ñì.: Philip Kotler and Gerald Zaltman. „Social Marketing: An Approach to Planned Social Change”. -- Journal of Marketing, July 1971, p. 3--12.

¹⁷ Ñì.: Eduardo Roberto. „Strategic Decision -- Marking in a Social Program: The Case of Family -- Planning Diffusion”. Lexington, Mass., „Lexington Books”, 1975.

¹⁸ Ñì.: Karl E. Henion II. „Ecological Marketing”. Columbus, Ohio, „Grid”, 1976.

Ãëàâà 20. Ìàðêåòèíã è îáùåñòâî

¹ Ïî ìàòåðèàëàì ðàáîòû: Peter Ò. Hutchinson, Don E. Parkinson and Charles B. Weinberg. „Water Conservation in Palo Alto”. -- Christopher H. Lovelock and Charles B. Weinberg, eds. „Cases in Public and Nonprofit Marketing”. Palo Alto, Calif., „Scientific Press”, 1971, p. 183--196.

² Paul W. Stewart and J. Frederick Dewhurst with Louis Field. „Does Distribution Cost Too Much?” N.Y., Twentieth Century Fund, 1939.

³ Jessica Mitford. „The American Way of Death”. N.Y., „Simon & Scruistcr”, 1963.

⁴ „Rattles, Pings, Dents, Leaks, Creaks -- And Costs”. -- Newsweek, November 25, 1968, p. 92.

⁵ Ibid.

⁶ „The Breakfast of Fatties?” -- Chicago Today, July 24, 1970.

⁷ Gerald Â. Òà1lman. „Planned Obsolescence as Marketing and Economic Policy ”. -- „Advancing Marketing Efficiency”, ed. L. H. Stockman. Chicago, American Marketing Association, 1958, p. 27--39.

⁸ David Caplovitz. „The Poor Pay More”. N.Y., „Free Press”, 1963.

⁹ Ðå÷ü, ïðîèçíåñåííàÿ íà þðèäè÷åñêîì ôàêóëüòåòå Óíèâåðñèòåòà èì. Âàíäåðáèëüòà è îïóáëèêîâàííàÿ â æóðíàëå «Ìàðêåòèíã íüþñ», àâãóñò 1, 1968, ñ. 11, 15.

¹⁰ Òàì æå.

¹¹ Áîëåå ïîäðîáíî îá ýòîì ñì. â êíèãå: Alan R. Andreasen. „The Disadvantaged Customer”. N. Y., „Free Press”, 1975.

¹² John Kenneth Galbraith. „The Affluent Society”. Boston, „Houghton Mifflin”, 1958, p. 255.

¹³ Èç ðåêëàìíîãî îáúÿâëåíèÿ æóðíàëà «Ôàêò», êîòîðûé ñàì íå ïðèíèìàåò ðåêëàìû.

¹⁴ Mark Hanan. „Corporate Growth through Venture Management”. -- Harvard Business Review. January - February, 1969, p. 44.

¹⁵ „FTC v. Procter & Gamble, 386 U.S. 568” (1967).

¹⁶ Ñì.: Morris Adelman. „The A & P Case: A Study in Applied Economic Theory”. -- Quarterly Journal of Economics, May 1949, p. 238.

¹⁷ Áîëåå ïîäðîáíî îá ýòîì ñì. â ðàáîòå: Philip Kotler. „What Consumerism Means for Marketers”. -- Harvard Business Review, May-June 1972, p. 48--57, à òàêæå â ðàáîòå Paul N. Bloom and Stephen A. Greyser. „The Maturing of Consumerism”. -- Harvard Business Review, November-December 1981, p. 130--139.

¹⁸ Rachel Carson. „Silent Spring”. Boston, „Houghton Mifflin”, 1962.

¹⁹ Paul R. Ehrlich and Ann H. Ehilich. „Population, Resources, Environment: Issues in Human Ecology”. San Francisco, „W. H. Freeman”, 1970.

²⁰ Donnella H. Meadows, Dennis L. Meadows, Jorgen Randers, and William H. Behrens ²²I. „The Limits to Growth”. N.Y., „Universe Books”, 1972.

²¹ Âûñêàçûâàíèå Ãîðäîíà Î. Ïåðñîíà ïðèâîäèòñÿ â òîì âèäå, êàê îíî öèòèðóåòñÿ â ñòàòüå: „Flavored Algae from the Sea?” -- Chicago Sun-Times, February 3, 1965, p. 54.

²² Earl L. Bailey. „Formulating the Company's Marketing Policies: a Survey”. N. Y., Conference Board, Experiences in Marketing Management, 1968, ¹ 19, p. 3.

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