Fortune , September 24, 1998, pp. 56—57.
321
Allen J. McGrath, «Growth Strategies with a ‘90s Twist», Across the Board (March 1995): 43—46; Antonio Ligi, «The Bottom Line: Logitech Plots Its Escape from Mouse Trap», Dow Jones Newswire , February 20, 2001.
322
«Steinway Selects Pearl River to Build Essex Piano Line», Music Trades , May 2005, pp. 36+; «New Model, Focused Marketing Fuel Steinway Growth», Music Trades , March 2005, pp. 128+; Andy Serwer, «Happy Birthday, Steinway», Fortune , March 17, 2003, pp. 94—97.
323
Этот раздел основан на работе: Theodore Levitt, «Marketing Success through Differentiation – of Anything», Harvard Business Review (January–February 1980): 83—91. К авторской модели мы добавили первый уровень – основную выгоду.
324
Harper W. Boyd Jr. and Sidney Levy, «New Dimensions in Consumer Analysis», Harvard Business Review (November–December 1963): 129—140.
325
Theodore Levitt, The Marketing Mode (New York: McGraw-Hill, 1969), p. 2.
326
Ряд определений приведен в: Dictionary of Marketing Terms , ed. Peter D. Bennett (Chicago: American Marketing Association, 1995). См. также: Patrick E. Murphy and Ben M. Enis, «Classifying Products Strategically», Journal of Marketing (July 1986): 24—42.
327
Российские маркетологи называют этот показатель насыщенностью ассортимента. Примеч. науч. ред.
328
Robert Bordley, «Determining the Appropriate Depth and Breadth of a Firm’s Product Portfolio», Journal of Marketing Research 40 (February 2003): Peter Boatwright and Joseph C. Nunes, «Reducing Assortment: An Attribute-Based Approach», Journal of Marketing 65 (July 2001): 50—63.
329
Peter Sanders, «Cool at the Lower End», Wall Street Journal , June 6, 2005, p. B1; Michael Martinez, «Hotel Chains Complete in a Bid to Provide the Comfiest Night’s Sleep», San Jose Mercury News , June 27, 2005 (www.mercurynews.com).
330
Seth Goldin, «In Praise of Purple Cows», Fast Company , February 2003, pp. 74—85.
331
Susan B. Bassin, «Value-Added Packaging Cuts Through Store Clutter», Marketing News , September 26, 1988, p. 21.
332
«Tetra Pak, A Supplier of Food and Beverage Processing and Packaging Systems», Machine Design , May 5, 2005, p. 53.
333
Siva K. Balasubramanian and Catherine Cole, «Consumers’ Search and Use of Nutrition Information: The Challenge and Promise of the Nutrition Labeling and Education Act», Journal of Marketing 66 (July 2002): 112—127; John C. Kozup, Elizabeth H. Creyer, and Scot Burton, «Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers’ Evaluations of Packaged Food Products and Restaurant Menu Items», Journal of Marketing 67 (April 2003): 19—34.
334
Jason Stein, «10-year Mitsubishi Warranty Is Small Part of a Larger Plan», Automotive News , January 12, 2004, p. 16.
335
«More Firms Pledge Guaranteed Service», Wall Street Journal, July 17, 1991, pp. B1, B6; Barbara Ettore, «Phenomenal Promises Mean Business», Management Review (March 1994): 18—23; Christopher W. L. Hart, Extraordinary Guarantees (New York: Amacom, 1993); Sridhar Moorthy and Kannan Srinivasan, «Signaling Quality with a Money-Back Guarantee: The Role of Transaction Costs», Marketing Science 14, no. 4 (1995): 442—446.
336
Krissana Parnsoonthorn, «Service Guarantee Offered», Bangkok Post , July 8, 2005 (www. bangkokpost.com).
337
New Product Management for the 1980s (New York: Booz, Allen & Hamilton, 1982).
338
Clayton M. Christensen, The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail (Boston: Harvard University Press, 1997).
339
Ely Dahan and John R. Hauser, «Product Development: Managing a Dispersed Process», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 179—222.
340
Deloitte and Touche, «Vision in Manufacturing Study», Deloitte Consulting and Kenan-Flagler Business School, March 6, 1998; A. C. Nielsen, «New Product Intriduction – Successful Innovation/Failure: Fragile Boundary», A. C. Nielsen BASES and Ernst & Young Global Client Consulting, June 24, 1999.
341
Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, 1990).
342
Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, 1990).
343
Ely Dahan and John R. Hauser, «Product Development: Managing a Dispersed Process», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 179—222.
344
John Hauser and Gerald J. Tellis, «Research on Innovation: A Review and Agenda for Marketing», 2004, working paper, M.I.T.
345
«The Ultimate Widget: 3-D “Printing” May Revolutionize Product Design and Manufacturing», U.S. News & World Report , July 20, 1992, p. 55.
346
Дополнительную информацию вы можете найти в работе: Paul E. Green and V. Srinivasan, «Conjoint Analysis in Marketing: New Developments with Applications for Research and Practice», Journal of Marketing (October 1990): 3–19; Dick R. Wittnick, Marko Vriens, and Wim Burhenne, «Commercial Uses of Conjoint Analysis in Europe: Results and Critical Reflections», International Journal of Research in Marketing (January 1994): 41—52; Jordan J. Louviere, David A. Hensher and Joffre D. Swait, Stated Choice Models: Analysis and Applications (New York: Cambridge University Press, 2000).
347
David B. Hertz, «Risk Analysis in Capital Investment», Harvard Business Review (January–February 1964): 96–106.
348
John Hauser, «House of Quality», Harvard Business Review (May–June 1988): 63—73; Lawrence R. Guinta, and Nancy C. Praizler, The QFD Book: The Team Approach to Solving Problems and Satisfying Customers Through Quality Function Deployment (New York: AMACOM, 1993); V. Srinivasan, William S. Lovejoy, and David Beach, «Integrated Product Design for Marketability and Manufacturing», Journal of Marketing Research (February 1997): 154—163.
349
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»,