Кевин Келлер - Маркетинг менеджмент. Экспресс-курс
410
John R. Nevin, «Laboratory Experiments for Estimating Consumer Demand – A Validation Study», Journal of Marketing Research (August 1974): 261–68; and Jonathan Weiner, «Forecasting Demand: Consumers Electronic Marketer Uses a Conjoint Approach to Configure Its New Product and Set the Right Price», Marketing Research: A Magazine of Management & Applications, Summer 1994, pp. 6–11.
411
Великолепный обзор различных методов оценки ценовой чувствительности и спроса приведен в работе: Thomas T. Nagle and Reed K. Holden, The Strategy and Tactics of Pricing , 3rd ed. (Upper Saddle River, NJ: Prentice Hall, 2002).
412
Результаты исследований эластичности спроса суммированы в обзоре: Domonique M. Hanssens, Leonard J. Parsons, and Randall L. Schultz, Market Response Models: Econometric and Time Series Analysis (Boston: Kluwer Academic Publishers, 1990): pp. 187—191.
413
Robin Cooper and Robert S. Kaplan, «Profit Priorities from Activity-Based Costing », Harvard Business Review (May–June 1991): 130—135.
414
«Japan Smart Secret Weapon», Fortune, August 12, 1991, p. 75.
415
Tung-Zong Chang and Albert R. Wildt, «Price, Product Information, and Purchase Intention: An Empirical Study», Journal of the Academy of Marketing Science (Winter 1994): 16—27; G. Dean Kortge and Patrick A. Okonkwo, «Perceived Value Approach to Pricing», Industrial Marketing Management , May 1993, pp. 133—140.
416
James C. Anderson, Dipak C. Jain, and Pradeep K. Chintagunta, «Customer Value Assessment in Business Markets: A State-of-Practice Study», Journal of Business-to-Business Marketing 1, no. 1 (1993): 3–29.
417
Stephen J. Hoch, Xavier Dreze and Mary J. Purk, «EDLP, Hi-Lo, and Margin Arithmetic», Journal of Marketin g (October 1994): 16—27; Rajiv Lal and R. Rao, «Supermarket Competition: The Case of Everyday Low Pricing», Marketing Science 16, no. 1 (1997): 60—80.
418
Becky Bull, «No Consensus on Pricing», Progressive Grocer , November 1998, pp. 87—90.
419
Paul W. Farris and David J. Reibstein, «How Prices, Expenditures, and Profits Are Linked», Harvard Business Review (November–December 1979): 173—184; Makoto Abe, «Price and Advertising Strategy of a National Brand Against Its Private-Label Clone: A Signaling Game Approach», Journal of Business Research (July 1995): 241—250.
420
Michael Rowe, Countertrade (London: Euromoney Books, 1989); P.N. Agarwala, Countertrade: A Global Perspective (New Delhi: Vikas Publishing House, 1991); Christopher M. Korth, ed., International Countertrade (New York: Quorum Books, 1987).
421
David E. Sprott, Kenneth C. Manning and Anthony Miyazaki, «Grocery Price Settings and Quantity Surcharges», Journal of Marketing 67 (July 2003): 34—46.
422
Michael V. Marn and Robert L. Rosiello, «Managing Price, Gaining Profit», Harvard Business Review (September–October 1992): 84—94; Gerard J. Tellis, «Tackling the Retailer Decision Maze: Which Brand to Discount, How Much, When, and Why?» Marketing Science 14, no. 3, pt. 2 (1995): 271—299; Kusum L. Ailawadi, Scott A. Neslin, and Karen Gedenk, «Pursuing the Value-Conscious Consumer: Store Brands Versus National Brand Promotions», Journal of Marketing 65 (January 2001): 71—89.
423
Robert E. Weigand, «Yield Management: Filling Buskets, Papering the House», Business Horizons , September–October 1999, pp. 55—64.
424
Charles Fishman, «Which Price Is Right?» Fast Company , March 2003, pp. 92–102; John Sviokla, «Value Poaching», Across the Board (March/April 2003): 11—12.
425
Дополнительную информацию о конкретных типах противозаконной ценовой дискриминации вы можете найти в: Henry R. Cheeseman, Business Law (Upper Saddle River, NJ: Prentice Hall, 2001).
426
Robert E. Weigand, «Buy In-Follow On Strategies for Profit», Sloan Management Review , Spring 1991, pp. 29—37.
427
Gerald J. Tellis, «Beyond the Many Faces of Price: An Integration of Pricing Strategies», Journal of Marketing (October 1986): 155. Статья анализирует и иллюстрирует остальные стратегии ценообразования.
428
Margaret C. Campbell, «Perceptions of Pricing Unfairness: Antecedents and Consequences», Journal of Marketing Research 36 (May 1999): 187—199.
429
Великолепный обзор содержится в работе: Kent B. Monroe, «Buyers’ Subjective Perceptions of Price», Journal of Marketing Research (February 1973): 70—80.
430
Paul Davis, «B of A to Close 100 Branches», American Banker , July 7, 2005, p. 20; Eve Tahmincioglu, «Small Banking in a Big Bank World», New York Times , June 30, 2005, p. C10; Jennifer Saranow, «New Bean Counters: Banks Share Space with Coffee Shops», Wall Street Journal, March 22, 2005, p. D3; Janny Scott, «More Banks Than a Roll of Dimes Stake Their Claim», New York Times , February 7, 2004, p. B1; Patricia A. Murphy, «Why WingspanBank Couldn’t Stay Aloft», Banking Wire , September 17, 2001, p. 7.
431
Anne T. Coughlan, Erin Anderson, Louis W. Stern, and Adel I. El-Ansary, Marketing Channels , 6th ed. (Upper Saddle River, NJ: Prentice Hall, 2001).
432
Louis W. Stern and Barton A. Weitz, «The Revolution in Distribution: Challenges and Opportunities», Long Range Planning 30, no. 6 (1997): 823—829.
433
Великолепный обзор теоретических работ приведен в: Erin Anderson and Anne T. Coughlan, «Channel Management: Structure, Governance, and Relationship Management», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2001), pp. 223—247; Gary L. Frazier, «Organizing and Managing Channels of Distribution», Journal of the Academy of Marketing Sciences 27, no. 2 (1999): 226—240.
434
E. Raymond Corey, Industrial Marketing: Cases and Concepts , 4th ed. (Upper Saddle River, NJ: Prentice Hall, 1991), ch. 5.
435
Mike Troy, «From Supply Chain to Demand Chain, A New View of the Marketplace», DSN Retailing Today , October 13, 2003, pp. 8–9.
436
Anne T. Coughlan, Erin Anderson, Louis W. Stern, and Adel I. El-Ansary, Marketing Channels , 6th ed. (Upper Saddle River, NJ: Prentice Hall, 2001), pp. 5–6.
437
Дополнительную информацию о каналах обратного хода вы можете найти в работе: Marianne Jahre, «Household Waste Collection as a Reverse Channel – A Theoretical Perspective», International Journal of Physical Distribution and Logistics 25, no. 2 (1995): 39—55; Terrance L. Pohlen and M. Theodore Farris II, «Reverse Logistics in Plastics Recycling», International Journal of Physical Distribution and Logistics 22, no. 7 (1992): 35—37.
438
Chris Gaither, «Giving PCs the Boot», Boston Globe , April 22, 2003, p. F1.
439
«Ofoto Takes on a New Identity», Chain Drug Review , February 28, 2005, p. 13; Faith Keenan, «Big Yellow’s Digital Dilemma», BusinessWeek, March 24, 2003, pp. 80—81.
440
Louis O. Bucklin, Competition and Evolution in the Distributive Trades (Upper Saddle River, NJ: Prentice Hall, 1972); Stern, et al., Marketing Channels .
441
Louis P. Bucklin, A Theory of Distribution Channel Structure (Berkley: Institute of Business and Economic Research, University of California, 1966).
442
Bridget Finn, «A Quart of Milk, a Dozen Eggs, and a 2.6-GHz Laptop», Business 2.0 , October 2003, p. 58.
443
Edward Helmore, «Media: Why House of Mouse Is Haunted by Failures», The Observer , February 11, 2001, p. 10 (www.disney.com).
444
Дополнительную информацию о маркетинге отношений и управлении маркетинговыми каналами можно найти в работе: Jan B. Geide, «Interorgabizational Governance in Marketing Channels», Journal of Marketing (January 1994): 71—85.
445
Lawrence G. Friedman and Timothy R. Furey, The Channel Advantage: Going To Marketing with Multiple Sales Channels (Woburn, MA: Butterworth-Heinemann, 1999). Данные авторы предлагают оценивать прибыльность канала распределения по отношению затрат к выручке, или коэффициенту E / R . Коэффициент E / R рассчитывается как отношение средних затрат на заключение сделки к среднему размеру заказа. Первый показатель определятся делением общих затрат на использование канала на общее количество сделок. Чем ниже коэффициент E / R , тем прибыльнее канал: на каждый доллар выручки приходится меньше затрат.
446
Erin Killian, «Butter ‘Em Up», Forbes , June 9, 2003, pp. 175—176.
447
Americas.kyocera.com/news/.
448
Erin Anderson and Anne T. Coughlan, «Channel Management: Structure, Governance, and Relationship Management», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2001), pp. 223—247.
449
Bert Rosenbloom, Marketing Channels: A Management View , 5th ed. (Hinsdale, IL: Dryden, 1995).
450
На эту тему есть великолепный доклад: Howard Sutton, Rethinking the Company’s Selling and Distribution Channels, research report no. 885, Conference Board, 1986, p. 26.
451
Russel Johnston and Paul R. Lawrence, «Beyond Vertical Integration – The Rise of the Value-Adding Partnership», Harvard Business Review (July–August 1988): 94–101; Judy A. Siguaw, Penny M. Simpson, and Thomas L. Baker, «Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distribution Perspective», Journal of Marketing (July 1998): 99–111; Narakesari Narayandas and Manohar U. Kalwani, «Long-Term Manufacturer-Supplier Relationships: Do They Pay Off for Supplier Firms?» Journal of Marketing (January 1995): 1–16.
