Kotler - Keller - Managementul Marketingului

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310 Partea a III-a > Intrarea în conexiune cu clienÆii <59. Jill Venter, „Milk Mustache Campaign Is a Hit withTeens“, St. Louis Post-Dispatch, 1 aprilie 1998, p. E1;Dave Fusaro, „The Milk Mustache“, Dairy Foods, aprilie1997, p. 75; Judann Pollack, „Milk: Kurt Graetzer“,Advertising Age, 30 iunie 1997, p. S1; Kevin Lane Keller,„Milk: Branding a Commodity“, Strategic Brand Management(Upper Saddle River, NJ: Prentice Hall, 1998).60. Vezi Paul E. Green çi Yoram Wind, Multiattribute Decisionsin Marketing: A Measurement Approach (Hindsale,IL: Dryden, 1973), capitolul 2; Leigh McAlister,„Choosing Multiple Items from a Product Class“, Journalof Consumer Research, decembrie 1979, pp. 213-24;Richard J. Lutz, „The Role of Attitude Theory in Marketing“,în Kassarjian çi Robertson (editori), Perspectivesin Consumer Behavior, pp. 317-339.61. Acest model al valorii açteptate a fost elaborat de MartinFishbein çi prezentat în articolul „Attitudes and Predictionof Behavior“, apårut în Readings in AttitudeTheory and Measurement, editor Martin Fishbein (NewYork: John Wiley, 1967), pp. 477-492. Pentru o analizåcriticå a modelului, vezi Paul W. Miniard çi Joel B.Cohen, „An Examination of the Fishbein-Ajzen Behavioral-IntentionsModel’s Concepts and Measures“, Journalof Experimental Social Psychology, mai 1981, pp. 309-39.62. Michael R. Solomon, Consumer Behavior: Buying,Having and Being (Upper Saddle River, NJ: PrenticeHall, 2001).63. James R. Bettman, Eric J. Johnson çi John W. Payne,„Consumer Decision Making“, în Kassarjian çi Robertson(editori), Handbook of Consumer Theory andResearch, pp. 50-84.64. Jagdish N. Sheth, „An Investigation of Relationshipsamong Evaluative Beliefs, Affect, Behavioral Intention,and Behavior“, în Consumer Behavior: Theory and Application,editori John U. Farley, John A. Howard çi L.Winston Ring (Boston: Allyn & Bacon, 1974), pp. 89-114.65. Fishbein, „Attitudes and Production of Behavior“.66. Raymond A. Bauer, „Consumer Behavior as RiskTaking“, în Risk Taking and Information Handling inConsumer Behavior, editor Donald F. Cox (Boston:Divison of Research, Harvard Business School, 1967);çi James W. Taylor, „The Role of Risk in ConsumerBehavior“, Journal of Marketing, aprilie 1974, pp. 54-60.67. Priscilla A. La Barbera çi David Mazursky, „A LongitudinalAssessment of Consumer Satisfaction/Dissastisfaction:The Dynamic Aspect of the Cognitive Process“,Journal of Marketing Research, noiembrie 1983, pp.393-404.68. Ralph L. Day, „Modeling Choices among AlternativeResponses to Dissastisfaction“, în Advances in ConsumerResearch Vol. 11 (1984): pp. 496-99. Vezi çi PhilipKotler çi Murali K. Mantrala, „Flawed Products: ConsumerResponses and Marketer Strategies“, Journal ofConsumer Marketing, vara 1985, pp. 27-36.69. Barry L. Bayus, „Word of Mouth: The Indirect Effects ofMarketing Efforts“, Journal of Advertising Research,iunie-iulie 1985, pp. 31-39.70. Albert O. Hirschman, Exit, Voice, and Loyalty (Cambridge,MA: Harvard University Press, 1970).71. Mary C. Gilly çi Richard W. Hansen, „Consumer ComplaintHandling as a Strategic Marketing Tool“, Journalof Consumer Marketing, toamna 1985, p. 5-16.72. James H. Donnelly Jr. çi John M. Ivancevich, „Post-PurchaseReinforcement and Back-Out Behavior“, Journalof Marketing Research, august 1970, pp. 399-400.73. John D. Cripps, „Heuristics and Biases in Timing theReplacement of Durable Products“, Journal of ConsumerResearch 21, septembrie 1994, pp. 304-318.74. Richard E. Petty çi John T. Cacioppo, Atittudes andPersuasion: Classic and Contemporary Approaches(New York: McGraw-Hill, 1981); Richard E. Petty, Communicationand Persuasion: Central and PeripheralRoutes to Attitude Change (New York: Springer Verlag,1986).75. Herbert E. Krugman, „The Impact of Television Advertising:Learning without Involvement“, Public OpinionQuarterly, toamna 1965, pp. 349-56.76. Frank R. Kardes, Consumer Behavior and ManagerialDecision-Making, ediÆia a 2-a (Upper Saddle River, NJ:Prentice Hall, 2003).77. Vezi Richard Thaler, „Mental Accounting and ConsumerChoice“, Marketing Science 4, no. 3, 1985, pp. 199-214,pentru un articol fundamental, çi Richard Thaler, „MentalAccounting Matters“, Journal of Behavioral Decision-Making12, no. 3, 1999, pp. 183-206, pentru uneleperspective mai actuale.78. Gary L. Gastineau çi Mark P. Kritzman, Dictionary ofFinancial Risk Management, ediÆia a 3-a (New York:John Wiley & Sons, 1999).79. Exemplu adaptat dupå Daniel Kahneman çi AmosTversky, „Prospect Theory: An Analysis of DecisionUnder Risk“, Econometrica 47, martie 1979, pp.263-291.80. Harper W. Boyd Jr. çi Sidney Levy, „New Dimensions inConsumer Analysis“, Harvard Business Review 163,noiembrie-decembrie, pp. 129-40.81. Sandra Vandermerwe, Customer Capitalism: IncreasingReturns in New Market Spaces (London: NicholasBrealey Publishing), capitolul 11.82. Patricia B. Seybold, „Get Inside the Lives of YourCustomers“, Harvard Business Review, mai 2001, pp.81-89.
CAPITOLUL 7ANALIZA PIEÞELOR DE AFACERIÎN ACEST CAPITOL VOM ABORDA URMÃTOARELE CHESTIUNI:1. Ce este piaÆa de afaceri çi prin ce se deosebeçte de piaÆa de consum?2. Cu ce situaÆii de cumpårare se confruntå cumpåråtorii organizaÆionali?3. Cine participå la procesul de cumpårare derulat între firme?4. Cum îçi iau deciziile cumpåråtorii organizaÆionali?5. Cum pot firmele furnizoare så-çi creeze relaÆii strânse cu clienÆii lor organizaÆionali?6. Cum îçi fac achiziÆiile cumpåråtorii instituÆionali çi agenÆiile guvernamentale?OrganizaÆiile comerciale nu fac numai vânzare, ci çi cumpårå mari cantitåÆi de materii prime, componentefinite, utilaje çi instalaÆii, materiale consumabile çi servicii poductive. Doar în Statele Uniteexistå 13 milioane de organizaÆii cumpåråtoare. Pentru a putea crea çi obÆine valoare, vânzåtoriitrebuie så înÆeleagå nevoile, resursele, politicile çi procedurile de cumpårare ale acestor organizaÆii.Firma germanå de software SAP a devenit un furnizor-lider pe pieÆele de afaceri, specializându-se însofturi de automatizare a funcÆiilor firmei, cum ar fi managementul financiar çi managementul producÆiei.În prezent, SAP deÆine peste jumåtate din piaÆå. Strategia prin care firma SAP reuçeçte så-çiasigure supremaÆia are douå componente: se concentreazå pe ceea ce doresc clienÆii çi le aratå cum pot aplicaÆiileSAP så le îmbunåtåÆeascå profiturile, så le sporeascå încasårile sau så le reducå costurile. ParÆial prinachiziÆionarea altor firme, SAP le oferå cumpåråtorilor organizaÆionali de tehnologie informaticå posibilitateade a se aproviziona, dintr-un singur loc, cu tot ce le trebuie pentru a-çi standardiza procesele de activitate. 1Câteva dintre cele mai valoroase mårci din lume aparÆin unor marketeri de pe pieÆele de afaceri:ABB, Caterpillar, DuPont, FedEx, General Electric, Hewlett-Packard, IBM, Intel çi Siemens. În mareparte, fundamentele marketingului se aplicå çi în cazul marketerilor de produse çi servicii industriale.La fel ca orice alt marketer, çi ei trebuie så îmbråÆiçeze principiile marketingului holist, cum arfi crearea unor relaÆii strânse cu clienÆii lor. Existå înså çi unele consideraÆii specifice exclusiv vânzåriicåtre alte firme. 2 În acest capitol, vom scoate în evidenÆå câteva dintre aspectele cruciale carediferenÆiazå marketingul de pe pieÆele de afaceri.
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DEDICAÞIEAceastå carte îi este d
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Bun venit lui Kevin Lane Keller!Sun
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viiiCuprinsul pe scurtPARTEA 6 FURN
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xCuprinsOrientarea de marketing hol
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xiiCuprinsIDEE DE MARKETINGDificult
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xivCuprinsAlte teorii ale deciziei
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xviCuprinsDefinirea capitalului må
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xviiiCuprinsApårarea cotei de pia
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xxCuprinsCapitolul 14 Elaborarea st
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xxiiCuprinsProbleme legale çi etic
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xxivCuprinsNOTÅ DE MARKETING Crite
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xxviCuprinsNaçterea ideilor ......
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xxviiiCuprinsNOTÅ DE MARKETING Ins
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xxxDespre autoriDomnul profesor Kot
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xxxiiDespre autoriÎn prezent, prof
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xxxivPrefaÆåtimp, çi când conta
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xxxviPrefaÆå3. Marketingul relaÆ
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xxxviii PrefaÆåCapitolul 10, Pozi
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MULÞUMIRIAsupra acestei noi ediÆi
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xliiMulÆumiriIllinois/Chicago; Jam
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xlivMulÆumiriTalentatul personal a
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2 Partea I > Managementul marketing
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10 Partea I > Managementul marketin
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CAPITOLUL 2 ELABORAREA STRATEGIILOR
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100 Partea I > Managementul marketi
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PARTEA2 CUNOAªTEREA ªI ÎNÞELEGE
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> Culegerea informaÆiilor çi scan
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înlocuiascå pe cei ieçiÆi la pe
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RITMUL ACCELERAT AL SCHIMBÅRII În
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> Derularea cercetårii de marketin
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210 Partea a III-a > Intrarea în c
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Page 302 and 303: CAPITOLUL 6ANALIZA PIEÞELOR DE CON
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402 Partea a IV-a > Crearea unor m
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CAPITOLUL 10POZIÞIONAREA MÃRCIIÎ
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540 Partea a V-a > Formarea ofertei
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PARTEA6 FURNIZAREA VALORIICAPITOLUL
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> ReÆelele de furnizare a valorii
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intermediari. Pe pieÆele de consum
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principiu, asociaÆiile pot så ia
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online la concurenÆå cu Amazon.
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> Managementul distribuÆiei cu am
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preÆurile trebuie så fie oarecum
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PARTEA7 COMUNICAREA VALORIICAPITOLU
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> Proiectarea çi managementul comu
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CAPITOLUL 18GESTIONAREA COMUNICÃRI
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> Gestionarea comunicårilor în ma
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Publicitatea la televiziune are, de
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Alegerea mijloacelor de informareç
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851 Partea a VII-a > Comunicarea va
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Compania a creat „saloane pentru
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CAPITOLUL 19GESTIONAREA COMUNICÃRI
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> Gestionarea comunicårii personal
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Una dintre firmele recunoscute de m
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Adevårata valoare a clientului nu
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Deçi telemarketingul a devenit un
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Marketingul interactivCele mai noi
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Freight vrea ca reprezentanÆii så
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PARTEA8 DEZVOLTAREA CU SUCCESPE TER
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> Lansarea noilor oferte de piaÆå
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Gestionarea procesului de creare:De
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> Påtrunderea pe pieÆele globale
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Recunoscând faptul cå structura s
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au inclus un dispozitiv rudimentar
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CAPITOLUL 22MANAGEMENTUL UNEI ORGAN
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> Managementul unei organizaÆii ca
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> Managementul unei organizaÆii de
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eforturile de vânzare pe pieÆele
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ANEXAEXERCIÞII PRACTICE CU PLANUL
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GLOSARAAcorduri de vânzare condiÆ
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Glosar 1109Bunuri fårå cåutare B
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Glosar 1111apoi la identificarea, e
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Glosar 1113Grupuri disociative Grup
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Glosar 1115aborda çi a-i livra bun
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Glosar 1117trebuie så le asigure b
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Glosar 1119RRamurå/Sector de activ
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Glosar 1121cumpårare, un grad mai
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