КУРС MBA по МАРКЕТИНГУ - Чарльз Д. Шив, Александр Уотсон Хайэм. Mba inmarketing second editioncharles D. Schewe, Alexander Watson Hiam
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Глава 1 1. Edgar Woolard, «Creating a New Company Culture», Fortune, January 15, 1990, pp. 127-131. 2. «Does Customer Satisfaction Go Down with Downsizing?», On Q, July/August 1997, p. 5. 3. Ibid. 4. L.L. Bean Company catalogs and literature. 5. Howard Schlossberg, «Baldridge Winner Aims for 100% Satisfaction», Marketing News, February 4, 1991, pp. 1, 12. 6. Howard Schlossberg, «Author: Consumers Just Can't Wait to Be Satisfied», Marketing News, February 4, 1991, p. 13. 7. Grahame R. Dowling and Mark Uncles, «Do Customer Loyalty Programs Really Work?», Sloan Management Review, Summer 1997, pp. 71-88. Also see A.S.C. Ehrenberg, Repeat-Buying: Facts, Theory, and Applications, 2nd ed., Oxford University Press, 1988. 8. Peter M. Senge, «The Leader's New Work: Building Learning Organizations», Sloan Management Review, Fall 1990, pp. 7-23. 9. Ibid. 10. Howard Schlossberg, «Author: Consumers Just Can't Wait to Be Satisfied», Marketing News, February 4, 1991, p. 13. 11. Brian Dumaine, «The Bureaucracy Busters», Fortune, June 17, 1991, pp. 36-50. 12. Howard Schlossberg, «Baldridge Winner Aims for 100% Satisfaction», Marketing News, February 4, 1991, pp. 1, 12. 13. Brian Dumaine, «The Bureaucracy Busters», Fortune, June 17, 1991, pp. 36-50. 14. Cited in Theodore Levitt, «Marketing Myopia 1975: Retrospec-tive Commentary», Harvard Business Review, September-October 1975. 15. Ibid. 16. Ibid. 17. Michael Miller, «Lawmakers Are Hoping to Ring Out Era of Unrestricted Calls by Telemarketers», The Wall Street Journal, May 28, 1991, p. Bl. 18. Steven Star, «Marketing and Its Discontents», Harvard Business Review, November-December 1989, pp. 148-154. 19. «Shareholder Superstars», Fortune, June 23, 1997, p. 83. 20. Dick Berry, Marketing News, December 24, 1990, p. 10. 21. Brian Dumaine, «The Bureaucracy Busters», Fortune, June 17, 1991, pp. 36-50. 22. Henry Ford, My Life and Work, New York: Doubleday Page & Co., 1923, pp. 146-147. Глава 2 1. Paul Schoemaker, «Strategy Complexity and Economic Rent», Management Science, 36(10), October 1990, pp. 1178-1192. 2. «The New Breed of Strategic Planner», BusinessWeek, September 17, 1984, p. 63. 3. Gary Reiner, «GettingThere First: ItTakes Planning to Put Plans into Action», The New York Times, March 12, 1989: Business Forum. 4. Ronald Hentcoff, «How to Plan for 1995», Fortune, December 31, 1990, pp. 70-77. 5. David A. Aaker, Strategic Market Management, 4th ed., Wiley, 1995, p. 12. 6. «Stanley Works Posts a $64.5 Million Loss Tied to Restructuring», The Wall Street Journal, July 21, 1997, p. A4. 7. Michael Dertonzos, Richard Lester, and Robert Solow, Made in America: Regaining the Competitive Edge, New York: HarperCollins, 1989, p. 46. 8. Janice Castro, «Making It Better», Time, November 13, 1989, pp. 78-81. 9. «How to Plan for 1995», Fortune, December 31, 1990, p. 70. 10. Alice Z. Cuneo, «Starbucks Readies Supermarket Invasion», Advertising Age, June 9, 1997, p. 1. 11. «Levi Strauss Is Stretching Its Wardrobe», Fortune, November 19, 1979, p. 89. 12. «It's Back to Basics for Levi's», BusinessWeek, March 8, 1982, p. 77. 13. Andrew Feinberg, 18-27. 14. Susan Faluti, «Levi Strauss's Net Surged 30% in 2nd Quarter», The Wall Street Journal, July 11, 1991, p. С13. 15. Andrew S. Grove, Only the Paranoid Survive: How to Exploit the Crisis Points That Challenge Every Company and Career, Doubleday, 1996, pp. 152-153. 16. «How Do You Follow an Act Like Bud?», Business Week, May 2, 1988, p. 119. 17. Alice Z. Cuneo, «Starbucks Readies Supermarket Invasion», Advertising Age, June 9, 1997, p. 1. 18. H. Igor Ansoff, Measuring and Managing for Environmental Turbulence: The Ansoff Associates Approach, in Hiam, The Portable Conference on Change Management, HRD Press, 1997, pp. 67-83. Also see Hugh Courtney et al., «Strategy Under Uncertainty, Harvard Business Review, November-December, 1997, pp. 67-79, for a similar scale. 19. Tom Peters, Thriving on Chaos: Handbook for a Management Revolution, Harper & Row, 1987, pp. 8, 477, 478. 20. Vicki L. Spagnol, «The Criteria: A Looking Glass to Americans' Understanding of Quality», Quality Progress, July 1997, pp. 78-84. 21. Ibid. 22. Laurie J. Bassi and Mark E. Van Buren, «Sustaining High Performance in Bad Times», Training, June 1997, p. 35. 23. Robert Buzzell and Bradley Gale, The PIMS Principles: Linking Strategy to Performance, New York: The Free Press, 1987, p. 9. 24. Statistics for 2nd quarter 1990, from a September 24, 1990, report by Diana Temple of Salomon Brothers. 25. «Diversified Gillette Still Depends on Blades», The New York Times, February 25, 1990. 26. Data for this example are from Mart-Charlier, «Brewers Shake Off a 3-Year Hangover», The Wall Street Journal, January 15, 1991, and originally collected by the trade magazines Impact and Beer Marketer's Insights. 27. Vijay Vishwanath and Jonathon Mark, «Your Brand's Best Strategy», Harvard Business Review, May-June 1997, pp. 123-129. 28. For an explanation of other approaches, see Yoram Wind and Vijay Mahajan, «Designing Product and Business Portfolios», Harvard Business Review, 60(1), January-February 1981, pp. 156-165. 29. Based on telephone conversations with Bruce Bunch and William Rothschild. See Alexander Hiam, The Vest-Pocket CEO: Decision-Making Tools for Executives, Englewood Cliffs, NJ: Prentice-Hall, 1990, pp. 377-384. 30. «The New Breed of Strategic Planner», BusinessWeek, September 17, 1984, pp. 62-66. 31. Ibid. 32. Ibid. 33. Ibid. 34. This case based on Brian Dumaine, «How Managers Can Succeed Through Speed», Fortune, February 13, 1989, pp. 54-59. 35. Ibid, 56. 36. «The New Breed of Strategic Planner», BusinessWeek, September 17, 1984, pp. 62-66. 37. Frank Sonenberg, «Customer Satisfaction: The Strategic Edge for the 1990s», Adweek's Marketing Week, September 3, 1990. 38. Andrea Gabor, «The Front Lines of Quality», U.S. News & World Report, November 27, 1989, pp. 57-59. 39. Janice Castro, «Making It Better», Time, November 13, 1989, pp. 78-81. 40. Brian Dumaine, The Bureaucracy Busters», Fortune, June 17, 1991, pp. 36-50. 41. Hideki Kaihatsu, 1990. 42. Robert Camp, «Competitive Benchmarking», Making Total Quality Happen, New York: The Conference Board, 1990. 43. Ibid. 44. Ibid. 45. Janice Castro, «Making It Better», Time, November 13, 1989, pp. 78-81. 46. Ibid. 47. Roy Stata, «Organizational Learning—the Key to Management Innovation», Sloan Management Review, Spring 1989, pp. 63-73. 48. Ibid, 64. 49. Nine senior managers worked with Peter Senge and Jay Forrester at MIT; the group is called the New Management Style Project. 50. Roy Stata, «Organizational Learning—the Key to Management Innovation», Sloan Management Review, Spring 1989, pp. 63-73. 51. Elliot Carlisle, Mac: Managers Talk About Managing People, New York: Penguin Books, 1982, p. 12. 52. Chris Argyris, «Teaching Smart People How to Learn», Harvard Business Review, May-June 1991, pp. 99-109. 53. Rosabeth Moss Kanter, «The New Managerial Work», Harvard Business Review, November- December 1989, pp. 85-92. 54. Brian Dumaine, «The Bureaucracy Busters», Fortune, June 17, 1991, pp. 36-50. 55. Patricia Sellers, «Pepsi Keeps on Going After № 1», Fortune, March 11, 1991. 56. Henry Mintzberg, The Rise and Fall of Strategic Planning: Reconceiving Roles for Planning, Plans, Planners, The Free Press, 1994, p. 397. 57. Ibid, 110. 58. Gayle Sato Stodder, «Painting the Town», Entrepreneur, February 1997, p. 135. Глава 3 1. Steve Glain, «Гор Toilet Makers from U.S. and Japan Vie for Chinese Market», The Wall Street Journal, December 19, 1996. 2. Koichi Noda, President of Toto Ltd.'s China Unit, Ibid. 3. Roger Thurow, «In Global Drive, Nike Finds its Brash Ways Don't Always Pay Off», The Wall Street Journal, May 5, 1997, pp. Al, A10. 4. Alexander Hiam, Quality Profile: Whirlpool Corporation, The Conference Board, January 1995, p. 7. 5. U.S. News У World Report, December 3, 1990, p. 62. 6. Robert L. Rose and Carl Quintanilla, «More Small U.S. Firms Take Up Exporting, With Much Success», The Wall Street Journal, December 20, 1996. 7. Susan V Lawrence, «The Revolt of the Chinese Consumer», U.S. News EWorld Report, December 3, 1990, p. 62. 8. «Expatriate Gaps», Training У Development, July 1997, p. 7. 9. Regina Fazio Maruca, «The Right Way To Go Global: An Interview with Whirlpool CEO David Whitman», Harvard Business Review, March-April 1994, p. 136. 10.John Templeman, «A Troubling Barrage of True Sanctions from All Across America», BusinessWeek, February 24, 1997, p. 59. 11.«Asking for Protection Is Asking for Trouble», Harvard Business Review, 65(4), July-August 1987, pp. 42-47. 12. Ibid. 13.«PepsiCo Accepts Tough Conditions for the Right to Sell Cola in India», The Wall Street Journal, September 20, 1988, p. 44. 14.«U.S. Products Still Hot in Philippines», Advertising Age, November 18, 1985, p. 70. 15.Directory of Trade Statistics Yearbook, International Monetary Fund, 1985, p. 6. 16.PS. Raju, «Consumer Behavior in Global Markets: The A-B-C-D Paradigm and its Application to Eastern Europe and the Third World», Journal of Consumer Marketing, 12(5), 1995, pp. 37-56. 17.Ibid. 18. Many of the following examples are excerpted from David A. Ricks, Big Business Blunders, Homewood, IL: Dow Jones-Irwin, 1983. 19. Vern Terpstra and Kenneth David, The Cultural Environment of International Business, Cincinnati: South-Western, 1991. 20. Edward T. Hall, «The Silent Language in Overseas Business», Harvard Business Review, 38(3), May- June I960, pp. 87-96. 21. Jeffrey A. Fadiman, «A Traveler's Guide to Gifts and Bribes», Harvard Business Review, 86(4), July- August 1986, pp. 122-136; «The New Export Entrepreneurs», Fortune, January 4, 1988. 22. Ernest Dichter, 123. 23. Kathryn Rudie Harrigan, «Strategic Alliances: Their Role in Global Competition», Columbia Journal of World Business, 22(2), Summer 1987, pp. 67-69. 24. White, Heather, Amherst, MA, January 1998. 25. See J. J. Boddewyn, Robin Soehl, and Jacques Picard, «Standardization in International Marketing: Is Ted Levitt in Fact Right?», Business Horizons, 29(6), November-December 1986, pp. 69-75; W. Chan Kim and R. A. Mauborgne, «Cross-Cultural Strategies», Journal of Business Strategy, 7(1), Spring 1987, pp. 28- 35; «The Issue Globalists Don't Talk About», International Management, 42(9), September 1987, pp. 37-42; James F. Bolt, «Global Competitors: Some Criteria for Success», Business Horizons, 30(1), January- February 1988, pp. 34-41.13. 26. Theodore Levitt, «The Globalization of Markets», Harvard Business Review, 61(3), May-June 1983, pp. 92-102. 27. Hidea Sugiura, «How Honda Localizes Its Global Strategy», Sloan Management Review, Fall 1990, pp. 77-82. 28. Ibid, 78. 29. Ibid, 82. 30. Christopher Bartlett and Sumantra Ghoshal, «Organizing for Worldwide Effectiveness: The Transnational Solution», California Management Review', Fall 1988, pp. 54-74. 31. Ibid, 73. 32. Hiam, Qunlity Profile: Whirlpool Corporation, 6. 33. Bartlett and Ghoshal, «Organizing for Worldwide Effectiveness: The Transnational Solution», California Management Review, Fall 1988, p. 66. 34. Warren Keegan, «Multinationals Product Planning: Strategic Alternatives», Journal of Marketing, 33(1), January 1969, p. 59. 35. Michael Porter, «Why Nations Triumph», Fortune, March 12, 1990, pp. 94-108. Also see Michael Porter, The Competitive Advantage of Nations, New York: The Free Press, 1990. 36. «Have We Lost Our Faith in Competition?» (an interview with Michael Porter), Across The Board, September 1990, pp. 37-46. 37. Ibid, 39. Глава 4 1. Justin Martin, «Ignore Your Customer», Fortune, May 1, 1995, p. 121. 2. Joshua Levine, «Desperately Seeking Jeepness'», Forbes, May 15, 1989^ pp. 134-138. 3. John Paul Newport, Jr., «American Express: Service That Sells», Fortune, November 20, 1989, pp. 80- 94. 4. Laurie Hays, «Using Computers to Divine Who Might Buy a Gas Grill», The Wall Street Journal, August 16, 1994, p. Bl. 5. Ibid. 6. Betsy Morris, «He's Smart. He's Not Nice. He's Saving Big Blue», Fortune, April 14, pp. 68-81. 7. Francis J. Gouillart and Frederick D. Sturdivant, «Spend a Day in the Life of Your Customers», Harvard Business Review, January-February 1994, pp. 116-125. 8. Alexander Hiam, The Portable Conference on Change Management, HRD Press and Lakewood Publications, 1997, pp. 300-301. 9. Newport, Jr., «American Express: Service That Sells», pp. 80-94. 10. Jim Bessen, «Riding the Marketing Information Wave», Harvard Business Review, September/October 1993, pp. 156-157. 11. William Rathje and Cullen Murphy, «Garbage Demographics», American Demographics, May 1982, pp. 50, 54. 12. Bruce G. Posner, «The Future of Marketing Is Looking at You», Fast Company, October 1996, p. 105. 13: Ronald B. Lieber, «Storytelling: A New Way to Get Close to Your Customer», Fortune, February 3, 1997, p. 104. 14. «Big Brother Is Grocery Shopping with You», BusinessWeek, March 29, 1993, p. 60. 15. Terence P. Pere, «How to Find Out What They Want», Fortune, Special Issue, Autumn/Winter 1993, p. 39. 16. Ibid. 17. Maryanne E. Rasmussen, «Measuring Bottom-Line Impact of Customer Satisfaction; Making Total Quality Happen», New York: The Conference Board, 1990, pp. 55-59. 18. Ibid. _ 19. Sources: «How to Snoop on your Competitors», Fortune, May 14, 1984, pp. 29-33; «George Smiley Joins the Firm», Newsweek, May 2, 1988, pp. 46-47; «Strategies for Playing the Global Game», The New York Times, June 26, 1988, p. F3. 20. Vern Terpstra, International Marketing, 4th ed., Chicago: The Dryden Press, 1987, pp. 178-185. 21. Charles S. Mayer, «The Lessons of Multinational Marketing Research», Business Horizons, 21(6), December, 1978, pp. 7-13. 22. David Kilburn, «Putting Out Feelers: Japanese Antenna Shops' Aid Research», Advertising Age, January 2, 1989, pp. 3, 25. 23. Donald F. Cox and Robert E. Good, «How to Build a Marketing Information System», Harvard Business Review, 45(3), May-June 1967, p. 145. 24. John D. C. Little, «Decision Support Systems for Marketing Managers», Journal of Marketing, 43(3), Summer 1979, p. 9. Глава 5 1. Ellen Graham, «When Terrible Twos Become Terrible Teens», The Wall Street Journal, February, 1997, p. Bl. 2. Peter F. Drucker, Innovation and Entrepreneurship: Practice and Principles, New York: Harper & Row, 1985, p. 90. 3. Elizabeth Lesley and Robert Hof, «Is Digital Convergence for Real?», BusinessWeek, June 23, 1997, p. 42. 4. Demo Memo, American Demographics, April 1997, p. 24. 5. Graham, «When Terrible Twos Become Terrible Teens», Bl. 6. Andrew Feinberg, «Bust or Boom?» Adweek's Marketing Week, December 5, 1988, pp. 20-30. 7. C. Northcote Parkinson, Parkinsons Law, New York: Random House, 1957, pp. vii-viii. By the way, Parkinson's law is, «Work expands so as to fill the time available for its completion». 8. Joel R. Evans and Barry Berman, Marketing, 7th ed., Englewood Cliffs: Prentice-Hall, Inc., 1997, p. 185. 9. Hugh Pope, Turkish Mustaches, or the Lack Thereof, Bristle with Meaning», The Wall Street Journal, May 15, 1997, p. Al. 10. Susan Mitchell, «Are Boomers Their Parents?» American Demographics, August 1996, pp. 40-45. 11. «Teen-Age Shoppers; Desperately Seeking Spinach», The New fork Times, November 29, 1987, p. F10. 12. «Marketing Briefs», Marketing News, September 9, 1996, p. 2. 13. Samuel H. Preston, «Children Will Pay», The New York Times Magazine, September 29, 1996, p. 97. 14. Ian Murphy, «'Downscale' Luxury Cars Drive to the Heart of Baby Boomers», Marketing News, October 7, 1996, p. 1. 15. Sid and Bruce Good, «Boomers Need Security Blanket», Marketing News, September 30, 1996, p. 6. 16. Charles D. Schewe, «Gray America Goes to Market», Business: The Magazine of Managerial Thought and Action, 35(2), April-June 1985, pp. 3-9; Hale N. Tongren, «Determinant Behavior Characteristics of Older Consumers », Journal of Consumer Affairs, 22(1), Summer 1988, pp. 136-157. 17. Ganesan Visvabharathy and David Rink, «The Elderly: Neglected Business Opportunities», Journal of Consumer Marketing, 1(4), 1984, p. 39. 18. «Soon, Most People May Have 'Lived in Sin'», The Wall Street Journal, June 13, 1988, p. 37. 19. Statistical Abstract of the United States 1996, U.S. Dept. of Commerce, Bureau of the Census, p. 67, Table № 84. 20. Ibid, p. 15, Table № 14 and p. 67, Table № 84. 21. «The Future of Households», American Demographics, December 1993, pp. 27-40. 22. Statistical Abstract of the United States 1996, pp. 393, 399. 23. «Breaking Through», BusinessWeek, February 17, 1997, p. 64. 24. Chad Rubel, «Marketers Giving Better Treatment to Females», Marketing News, April 22, 1996, p. 10. 25. Charles D. Schewe, «Marketing to Blacks: Research Implications for Managers», Atlanta Economic Review, 36(5), September-October 1976, pp. 34-40. 26. Henry Assael, Consumer Behavior and Marketing Action, Boston: Kent, 1981, p. 274; David Loudon and Albert J. Delia Bitta, Consumer Behavior: Concepts and Applications, 2nd ed., New York: McGraw- Hill, 1984, pp. 210-216. 27. Kelly Shermach, «Infomercials for Hispanics», Marketing News, March 17, 1997, p. 1. 28. «Fast Times on Avenida Madison», Business Week, June 6, 1988, p. 64. 29. Statistical Abstract of the United States 1996, p. 199. 30. «Proceeding with Caution», Time, July 16, 1990, p. 60. 31. David Leonhardt, «Two-Tier Marketing», BusinessWeek, March 17, 1997, p. 82. 32. Marshall Fisher, Janice Hammond, Walter Obermeyer, and Ananth Raman, «Making Supply Meet Demand in an Uncertain World», Harvard Business Review, May-June 1994, p. 83. 33. Niknil Deogun and Sally Goll Beatty, «New Ads Aim to Make Diet Sodas Cool Again», The Watt Street Journal, May 14, 1997, p. Bl. 34. Ibid. 35. Peter F. Drucker, Innovation and Entrepreneur ship, New York: Harper & Row, 1985, p. 91. 36. David M. Georgoff and Robert G. Murdick, «Manager's Guide to Forecasting», Harvard Business Review, 86(1), January-February 1986, see table. 37. John Naisbitt, Megatrends, New York: Warner Books, 1982; John Naisbitt and Patricia Aburdene, Re- Inventing the Corporation, New York: Warner Books, 1985. 38. Herb Brody, «Great Expectations: Why Predictions Go Awry», Journal of Consumer Marketing, 10 (1), 1993, pp. 23-27. 39. «Back Issues», Census' 90, The Wall Street Journal Research Reports, March 9, 1990, pp. R7, R27 40. «For Better or Worse?», Newsweek Special Issue: The 21st Century Family, Winter-Spring 1990, p. 18. |