Алешина И.В. Поведение потребителей

Подождите немного. Документ загружается.

 11

11.4.  .................... 334

. . . . . . . 334

 . . . . . . . . . . . . 335

 ........... 336



........................

337

 IV



 12.  .................. 341

12.1.  ....................... 341

. ............... 342

. .................... 343

. ............. 344

12.2.  ............... 345

. .................. 345

. .................. 346

 .................. 346

 .............. 347

 ................ 347



........................ 349

 13.  ............. 351

13.1.  . . . . . . . . 351

13.2.  .......... 351

13.3.  .................. 354

 ............... 355

 .............. 356

 .............. 357

. .................. 358

 ........................ 358

 14.  .... 360

14.1.  ............... 360

14.2.  ........ 361

 ........ 362

 .............. 364

 ........ 364

14.3.  ................... 367

 ............... 367

 ................ 369

 .................. 370

 ............. 371

 ........................

373

12 

 15.  ............... 375

15.1. . ...'......... 375

15.2. . .................... 376

15.3.  ...................... 378

 ........... 379

. ............ 382

15.4.  .......... 384

 ........................ 386

 16.  ........................ 388

16.1. . ........... 388

16.2.  ............ 390

 .. 391

 ....... 395

16.3.  ............. 397

 ........................ 400

 17.  ................. 402

17.1.  ................. 402

17.2.  ........................ 403

17.3.  ......................... 406

17.4.  ....................... 408

 ............ 408

. ............... 409

, 

........................ 411

. ........................ 413

 V

: 

 18.  ............. 417

18.1.  (B2B)  ............... 417

 ............ 418

................ 420

18.2.  ....... 422

18.3.  ..... 426

18.4. ;  ..... 427

18.5.  436

18.6.  .............. 440

. ........................ 441

 19. ,  .. 443

19.1. ,  .... 443

 ............ 443

 : PRESSI ( HERSON )

 13

 ......... 446

 . . . . . . . 449

 ....... 452

19.2.  ............. 456

 ...................... 461



. 

» 

» — 080111 ...... .....465

B. . ........... 478

 1. Microsoft 

(2002 .) ................ 478

 2. «»:  (2002 .) 482

.  «

» ............... 489

D.  «»

 «» 499

 ........... 502

. ...................... 512

. .................. 517



 ,       -

        

 .     ,

  ,   

 

 ,  , .   

 — 

, , . , 

 — , 

, , .

 — 

,    . 

   —    

, , 

  .    — 

    . 

,  — , 

.

»,  Consumer Behavior — 

 ,    

  .    -

  MBA (Master of Business Administration)  

(Bachelor of Business Administration)  , -

. 

.

      

  « »  1968 .  

 40 .      -



    . 

     -

      .

  « »  

. -

 : PRESSI ( HERSON )

 15



 «»,   

     

      

.

 — , ,  —

   —   -

   ,  

 , — ,  ,  

  ,   -

,      

.    ,  -



     .  

      

  ,    -

   .  

      -

:   

 , ,     -

.

    

    ,  

, 

  .     

, , ,   , ,

      

   .  

       -

, 

, , 

  .  ,   ,

, , , , ,

, ,    -

       

       

.        ,

     

,  

,   ,    ,  

     -

.

16 

       -

   , 

, 

   , 

  .  ,  

,  — 

, .

 : PRESSI ( HERSON )

 I



 I

 1. 

1.1. : 

1.2. 

 2. , 



2.1. 

2.2. 



 : PRESSI ( HERSON )

 I. 

 1. 

 , ,  —  , 

,       

, , , .  

, , 

, ,  ,   

 — 

, 

) .

   

, , 

      



.

1.1. : 

  () —  

     ,     —  

  .    

   1960-e .     — 

 Engel David Kollat, Roger Blackwell, 

.

    

. ,  XIX  XX . 

    

 [Mowen, 1995, p. 4].  1950-. 



.  , 

      ,  

1950-. .

       , 

 —     ,

     

 «-

20  I. 

»,       

» .

 

      . 



  ,  

,       ,

  ,    , 

    

. ,  ),    (

),    .  

    , 

      — 

  (Wharton School), ,

 ,   

(Kellogg School of Management).  ,   -

     , 

 — Journal of Consumer Behavior -

), Journal of Consumer Research 

 ), Journal of Consumer Marketing

  ). 

  8—12     

      

, 

      

 .    

 — 

 — Del Hawkins, Roger Best, Kenneth Coney, John Mowen, Henry

Assael, Paul Peter, Jerry Olson, Harold Berkman, Christopher Gilson,

Michael Solomon, Frank Kardes, Paul Albanese.

, , 

»

 (consumption) — , -

, .

 (consumer) — , -

, , .

 () (consumer behavior) — -

, , -

  , , ,  

, .

, -

, . -

 : PRESSI ( HERSON )