Маркетинг менеджмент. Экспресс-курс - Кевин Келлер

40

Подробное обсуждение этого вопроса приведено в работе Laura Nash, «Mission statements – Mirrors and Windows», Harvard Business Review (March–April 1988), pp. 155—156.

41

Derek Abell, Defining the Business: The Starting Point of Strategic Planning (Upper Saddle River, NJ: Prentice Hall, 1980), ch. 3.

42

Theodore Levitt, «Marketing Myopia», Harvard Business Review (July–August 1960): 45—56.

43

Tilman Kemmler, Monika Kubikova′, Robert Musslewhite and Rodney Prezeau, «E-Performance II – The Good, the Bad and the Merely Average», эксклюзивный материал для mckinseyquarterly.com, 2001.

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Размер матрицы может быть увеличен до девяти ячеек, если добавить в нее модифицированные товары и модифицированные рынки.

45

«Business: Microsoft’s Contradiction», The Economist , January 31, 1998, pp. 65—67; Andrew J. Glass, «Microsoft Pushes Forward, Playing to Win the Market», Atlanta Constitution , June 24, 1998, p. D12; Ron Chernow, «The Burden of Being a Misunderstood Monopolist», BusinessWeek , November 22, 1999, p. 42.

46

E. Jerome McCarthy, Basic Marketing: A Managerial Approach, 12th ed. (Homewood, IL: Irwin, 1996).

47

Paul J. H. Shoemaker, «Scenario Planning: A Tool for Strategic Thinking», Sloan Management Review (Winter 1995): 25—40.

48

В англоязычной аббревиатуре SWOT перечислены сокращения обследуемых параметров внешней и внутренней среды компании: Strengths – сила; Weaknesses – слабость; Opportunities – возможности; Threats – угрозы.

49

Philip Kotler, Kotler on Marketing (New York: Free Press, 1999).

50

См. Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors (New York: Free Press, 1980), ch. 2.

51

Michael E. Porter, «What Is Strategy?» Harvard Business Review (November–December 1996), pp. 61—78.

52

О стратегических альянсах вы можете прочесть в: Peter Lorange and Johan Roos, Strategic Alliances: Formation, Implementation and Evolution (Cambridge, MA: Blackwell, 1992); Jordan D. Lewis, Partnerships for Profit: Structuring and Managing Strategic Alliances (New York: The Free Press, 1990); John R. Harbinson and Peter Pekar Jr., Smart Alliances: A Practical Guide to Repeatable Success (San Francisco: Jossey-Bass, 1998); Harvard Business Review on Strategic Alliances (Cambridge, MA: Harvard Business School Press, 2002).

53

См. Robin Cooper and Robert S. Kaplan, «Profit Priorities from Activity-Based Costing», Harvard Business Review (May–June 1991): 130–35.

54

См. Thomas J. Peters and Robert H. Waterman, Jr., In Search of Excellence: Lessons from America’s Best-Run Companies (New York: Harper &Row, 1982) pp. 9–12. Этой же схемой пользуется в: Richard Tanner Pascale and Anthony G. Athos, The Art of Japanese Management: Applications for American Executives (New York: Simon & Schuster, 1981).

55

См. Terrence E. Deal and Allan A. Kennedy, Corporate Cultures: The Rites and Rituals of Corporate Life (Reading, MA: Addison-Wesley, 1982); «Corporate Culture», BusinessWeek , October 27, 1980, pp. 148—160; Stanley M. Davis, Managing Corporate Culture (Cambridge, MA: Ballinger, 1984); and John P. Kotter and James L. Heskett, Corporate Culture and Performance (New York: The Free Press, 1992).

56

Marian Burk Wood, The Marketing Plan Handbook, 2d ed. (Upper Saddle River, NJ: Prentice Hall, 2005).

57

Donald R. Lehmann and Russell S. Winter, Product Management, 3d ed. (Boston: McGraw-Hill/Irwin, 2001).

58

John McManus, «Stumbling into Intelligence», American Demographics (April 2004): 22—25.

59

John Gaffney, «The Buzz Must Go On», Business 2.0 , February 2002, pp. 49—50.

60

Tim Ambler, Marketing and the Bottom Line: The New Metrics of Corporate Wealth (London: FT Prentice Hall, 2000).

61

Bob Donath, «Employ Marketing Metrics with a Track Record», Marketing News , September 15, 2003, p. 12.

62

Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin, «Revenue Premium as an Outcome Measure of Brand Equity», Journal of Marketing 67 (October 2003): 1–17.

63

Fred Vogelstein, «Mighty Amazon», Fortune , May 26, 2003, pp. 60—74.

64

Robert S. Kaplan and David P. Norton, The Balanced Scorecard (Boston: Harvard Business School Press, 1996).

65

Как вариант, компании могут сосредоточиваться на факторах, оказывающих воздействие на их акционерную стоимость. Цель маркетингового планирования – увеличение акционерной стоимости, которая представляет собой текущую стоимость доходов будущих периодов, созданных за счет деятельности компании в текущем периоде. В анализе рентабельности обычно рассматриваются результаты только за один год. См. Alfred Rapport, Creating Shareholder Value, rev. ed. (New York: The Free Press, 1997).

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Для дополнительного изучения темы финансового анализа см. Peter L. Mullins Measuring Customer and Product Line Profitability (Washington DC: Distribution Research and Education Foundation, 1984)

67

Robin Cooper and Robert S. Kaplan, «Profit Priorities from Activity-Based Costing», Harvard Business Review (May-June 1991): 130—135.

68

Jack Neff, «P&G, Clorox Rediscover Modeling», Advertising Age , March 29, 2004, p. 10.

69

«Sony Says PSP Sells More Than a Half Million Units in Its First 2 Days», Wireless News , April 10, 2005, www.10meters.com; Nick Wingfield, «Games for Grown-Ups», Wall Street Journal , March 17, 2005, pp. B1+; John Teresko, «ASIA: Yesterday’s Fast Followers Today’s Global Leaders», Industry Week , February 2004, pp. 22—28; Gregory Solman, «Sony’s Got Game on Movie, TV Screens», Adweek , November 26, 2003, p. NA.

70

«Real-World RFID», Information Week , May 25, 2005, www.informationweek.com.

71

Mara Der Hovanesian, «Wells Fargo», BusinessWeek, November 24, 2004, p. 96.

72

Emily Sweeney, «Karmaloop Shapes Urban Fashion by Spotting Trends Where They Start», Boston Globe , July 8, 2004, p. D3.

73

См. «In-Flight Dogfight», Business 2.0 , January 9, 2001, pp. 84—91; John Blau, «In-Flight Internet Service Ready for Takeoff», IDG News Service , June 14, 2002; «Boeing In-Flight Internet Plan Goes Airborne», Associated Press, April 18, 2004.

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Bruce Nussbaum, «The Power of Design», Business Week , May 17, 2004, pp. 86—94.

75

Elizabeth Roger D. Blackwell, James S. Hensel, Michael B. Phillips, and Brian Sternthal, Laboratory Equipment for Marketing Research (Dubuque, IA: Kendall/Hunt, 1970); and Wally Wood, «The Race to Replace Memory», Marketing and Media Decisions , July 1986, pp. 166–67. См. также: Gerald Zaltman, «Rethinking Market Research: Putting People Back In», Journal of Marketing Research 34, no. 4 (November 1997): 424–37; Andy Raskin, «A Face Any Business Can Trust», Business 2.0 (December 2003): pp. 58—60; и Louise Witt, «Inside Intent», American Demographics (March 2004): 34—39.

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Witt, «Inside Intent», pp. 34—39.

77

См. Kevin J. Clancy and Peter C. Krieg, Counterintuitive Marketing: How Great Results Come from Uncommon Sens e (New York: The Free Press, 2000).

78

Barbara Thau, «Target Has Home, Expansion in Its Sights», HFN, May 23, 2005, p. 4; Janet Moore and Ann Merrill, «Target Market», Minneapolis-St. Paul Star Tribune, July 27, 2001; «Hitting the Bulls-Eye: Target Sets Its Sights on East Coast Expansion», Newsweek , October 11, 1999.

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Более детальное обсуждение можно найти в работе: Gary L. Lilien, Philip Kotler, and K. Sridhar Moorthy, Marketing Models (Upper Saddle River, NJ: Prentice Hall, 1992).

80

См. http://www.naics.com, http://www.census.gov/epcd/naics02.

81

Gerald Celente, Trend Tracking (New York: Warner Books, 1991).

82

Donald G. McNeil Jr., «Demographic “Bomb” May Only Go “Pop”!» New York Times, August 29, 2004, sec. 4, p. 1; «World Population Profile: 1998 – Highlights», U.S. Census Bureau , March 18, 1999, www.census.gov.ipc/www/wp98001.html .

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Kathy Chen, «China Sees Growth in Toy Market», Wall Street Journal , December 2, 2003, p. B4; Sally D. Goll, «Marketing: China’s (Only) Children Get the Royal Treatment», Wall Street Journal , February 8, 1995, p. B1.

84

Sebastian Moffett, «Senior Moment: Fast Aging Japan Keeps Its Elders on the Job Longer», Wall Street Journal , June 15, 2005, pp. A1+.

85

«Futher Along the X-Axis», American Demographics , May 2004, pp. 21—24.

86

John Rodwan Jr., «Seeking Growth: Convenience Store Volume Increases to 12 Percent», National Petroleum News , May 2005, p. 19; «Top-10 U.S. Soft Drink Companies and Brands for 2000», Beverage Digest, February 15, 2001.

87

Brian Grow, «Hispanic Nation», Business Week , March 15, 2004, pp. 58—70.

88

Laura Koss-Feder, «Out and About», Marketing News, May 25, 1998, pp. 1, 20.

89

«Rural Population and Migration: Overview», Economic Research Service, U.S. Department of Agriculture.

90

Christopher Reynolds, «Magnetic South», Forecast , September 2003, p. 6.

91

David Leonhardt, «Two-Tier Marketing», Business Week, March 17, 1997, pp. 82—90; Robert H. Franc, «Yes, the Rich Get Richer, but There is More to the Story», Columbia Journalism Review, November 1, 2000.

92

Louise Lee, «The Gap as Reason to Dance Again», Business Week , April 19, 2004, p. 42.

93

Anthony Garritano, «Eyeing Lending Tree Deal’s Implications», Origination News , October 2004, p. 50.