Алешина И.В. Поведение потребителей

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

  D. Hawkins, R. Best, . Coney, 

     , 

 (. 1.1), 

    [Hawkins et al., 1995,

p. 2].

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

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

, , :

 

 () ,   .

 ( ) 

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

 () ,  

;

    .  

,      

 ,  , . 

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

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

, , . ,

,    

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

      

. 

    

-

. 1.1. 





























, 



22  1. 

      ),

 .

, , , -

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

,  .   

 ,  ,   

:    ,

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

,     . 

 (), .

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

,  ().

: -

  ,   ,

  ; , ,

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

    

 ,   

: , , , , 

 ,   ,   

.

-

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

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

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

.

  ,     

, . , 

.

, -

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

 .  ,   

    ,  

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

1.2. 

      

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

. . 

      50    

       

.

 : PRESSI ( HERSON )

1.2.  23

     

    .  

 15—20 

       

 1900-. , 

, 

.



. 

  [1984,  1989 ., . 34]

      :

   (1900—1930 .), 

  (1930—1955 .),  (

1955 .).      

   -

,    

.

  

   Kotler .  Armstrong G. [2001,

p. 16—22].     

  : 

(production),  (product),  

(selling),  (marketing),  

(societal marketing).  L., Kurtz D.  

    

,  ,     relationship

marketing [2001, p. 13].  

, ,

   (. 2.1).   

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

.

 ,   (production

concept, product orientation), ,  

    .  

      . , 

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

. -

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

.

 ,   (product concept,

product theori), , 

 ,   

.    

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

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

, ,      XX .

  . 

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

-

24  1. 

 (, , -

),       -

. ,  

,    

     

, , .

       1.1.

, XX—XXI .



,

XXI

.



)

1900-1930 .

-



1. 

) — 



1930-1955 .



2.  ()

—  ,

 , 

. , -

  

 

. , 

 

,   



3. 

—      

 (  

, , — 

   

; 

).

4.   ( 1950-

.)

— ,

—   



.

   —

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

, , 



.

 1955 . 





5.  (

1960-.)  4P +





. 

:

— 

,

—  

— ,  (

 ),

 , 



— 

6.  (

1990-.)

— 



 (

)

 : PRESSI ( HERSON )

1.2.  25

  (selling concept),   

 (selling orientation), ,   

    ,    

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

     

   .  —  

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

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

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

.

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

     

. 

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

    

. , 

   .  

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

   ,    .

         

     

 ,     — 

.   (marketing concept)

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

      

     

, .  ,

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

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

.

       

    

    . 

  .   

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

,     

.     ,

, , 

, .

   (societal marketing

concept)    (,

 )   

      

 . , ,  

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

, , ,

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

-

26  I, 

.      

, ,    

  . 



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

 [Mowen, 1995, p. 51].

 (relationship marketing) -

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

 )     

    .

      

      

      . 

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

  ,   

 ,    

    . 

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

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

.



, -

.



 (marketing) —   market, .

  ( )   

     

. 

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

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

—   (American

Marketing Association, www.marketingPower.com):

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

,    ,

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

.

. . :

 — , -

-

        

 [Kotler P., Armstrong G., 2001, p. 7].

 : PRESSI ( HERSON )

1.2.  27

:

 —   ,  

   , ,   

, , .

    (,

)     

» ( . to market).  (marketer) —

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

.

  ,    

        -

,  , .  — , -

  .    -

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

.

     

e ,   (product),

 (pice),  (   

) (place),  (promotion) 

    ).  

     (marketing

mix),   P —     .

     ,   

. .

  —   

     . 

     1950- . 

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

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

, , .   — 

  .   

:

  — 

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

;

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

;

      

  : , ,

, .







28  1. 

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

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

.

 — 

 XXI .   

    , , -

    .  

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

. 1.2.) 

 —   .   

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

     . -

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

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

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

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

.

  

        -

   ,    .  -

   ,   -

    .

 ,   , 

 (. 1.3) [Pride et

al., 1995, p. 712].    , 

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

     ,

.  (frontline employees, . ,

   «  »  

) 

. 1.2.  — 

- 





 : PRESSI ( HERSON )

1.2.  29

. 1.3. 

 (frontline managers). 

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

.

  

 ,    . 

     

.    

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

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

   

      

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

.  — 

     

   . 

 — 

 .  ,  SAS 

, ), Nordstrom (-

, ), Tesco   , )

 [Dive,

p. 27, 28].

  , 

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









-





























30  1. 

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

 .    

     (empowerment)

     , 

    .    

»  — 

.



      :  

 .    

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

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

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

  (),  

 (), 

.   —   ,

     

 ()     



 [Pride et a/., 1995, p. 723].  

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

,  (. 1.4).

     

  (, ,

  .),   

.    

     (

)  (  («»)  

 («»),  («»),

, 

. 1.4. 







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

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

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