Выбор целевых сегментов и позиционирование товара.

¹ Написано автором на основе: „Coke's Big Marketing Blitz”. — Business Week, May 30, 1983, p. 58—64.

² cm. „R.J. Reynolds Stops a Slide in Market Share”. — Business Week, January 26, 1976, p. 92.

³ cm. „Can the Baby Toy Market be Segmented 12 Ways?” — Business Week, February 14, 1977, p. 62.

⁴ См.: Joseph T. Plummer. „Life Style Patterns: New Constraint for Mass Communications Research”. — Journal of Broadcasting, Winter 1971/72, p. 79—89.

⁵ Цитируется по: Franklin B. Evans. „Psychological and Objective Factors in the Prediction of Brand Choke; Ford Versus Chevrolet”. — Journal of Business, October 1959, p. 340—369.

⁶ Ralph Westfall. „Psychological Factors in Predicting Product Choice”. — Journal of Marketing, April 1962, p. 34—40.

⁷ См.: Shirley Young. „The Dynamics of Measuring Unchange”. — „Attitude Research in Transition”. Ed. Russell I. Haley. Chicago, American Marketing Association, 1972, p. 61—82.

⁸ См.: Russell L. Ackoff and James R. Emshoff. „Advertising Research at Anheuser-Busch. Inc. (1968-1974)”. — Sloan Management Review, Spring 1975, p. 1—15.

⁹ См.: Daniel Yankelovich. „New Criteria for Market Segmentation”. — Harvard Business Review, March-April 1964, p. 85.

¹⁰ Frank M. Bass, Douglas J. Tigert and Ronald T. Lonsdale. „Market Segmentation: Group versus Individual Behavior”. — Journal of Marketing Research, August 1968, p. 276.

¹¹ За основу взята классификация из серии статей: George H. Brown. „Brand Loyalty — Fact or Fiction” — Advertising Age, June 1952 — January 1953.

¹² Более подробно о переменных сегментирования рассказано в работе: Ro­nald Frank, William Massy, and Yoram Wind. Market Segmentation, Englewood Cliffs, N.J., Prentice-Hall, 1972.

¹³ См.: Wendell R. Smith. „Product Differentiation and Market Segmentation as Alternative Marketing Strategies”. — Journal of Marketing, July 1966, p. 3—8; Alan A. Roberts. „Applying the Strategy of Market Segmentation”. — Business Horizons, Fall 1961, p. 65—72.

¹⁴ Natalie McKelvy. „Shoes Make Edison Brothers a Big Name”. — Chicago Tribune, February 23, 1979, Sec. 5, p. 9.

¹⁵ R. William Kotrba. „The Strategy Selection Chart”. — Journal of Marketing, July 1966, p. 22 —25.

¹⁶ К подобным схемам следует относиться с осторожностью, поскольку в них отражены усредненные представления и не все клиенты воспринимают товарыименно таким образом.

Глава 8. Разработка товаров: